College marketing

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Under university marketing refers to a the marketing of higher education , which is about thinking for positioning of universities in the market for prospective students. On the other hand, university marketing is understood as part of the company's personnel marketing aimed at attracting university graduates.

planning

The target group of university marketing includes students and graduates from universities and colleges.

University marketing offers companies a targeted platform to advertise for junior staff and new employees as well as the establishment and expansion of a positive employer image.

From the perspective of companies, university marketing pursues the following goals, among others:

  • Creation and securing of a positive employer image for the advertising companies
  • Increase in employer awareness through advertising
  • Increasing the quality and accuracy of speculative applications from students at universities and colleges
  • Securing the next generation of specialists and managers for the company

All of these goals serve to attract the right employees in the long term and to secure the efficiency of the company.

implementation

In order to determine the appropriate instruments of the communication strategy, it is necessary to know the information and media behavior of the students. When choosing the advertising media , the Internet and advertising media on campus are primarily taken into account. Due to the changed media usage behavior of students, print media have lost much of their importance compared to digital media and live communication . In addition, the allocation of student jobs / working student activities, study and Bachelor / Master theses, internships and cooperation with chairs are a good opportunity to get to know future specialists and managers.

Companies have different options available to advertise directly at the universities. These include u. a. Poster advertising directly on campus, online advertising on the websites of the universities and student unions, which u. a. The canteens are also operators, mobile advertising in various campus apps and cafeteria apps, stand promotion, university fairs, advertising at career service centers , lecture hall sponsoring, but also contact with universities and their chairs is an opportunity for companies to advertise at the university.

Success control

The success control allows recommendations for the implementation of the university marketing to be derived. For a period of time, it should be determined where which advertising measures were carried out. The information collected is then compared with the applicant flows and data.

See also

literature

  • Wiebke Brinkmann: Competency profiles of university graduates for career entry. Driesen, 2004, Dortmund, International School of Management, diploma thesis, ISBN 978-3-936-328-30-1
  • Cathrin Niethammer: Psychological aspects and their identification as important variables in loyalty management for business-relevant experts. Taunusstein, Driesen 2007, ISBN 978-3-936328-78-3

Individual evidence

  1. ↑ Meik Führing: Hochschulmarketing: Subject-specific forecast of university graduates up to 2005. In: Personal, Vol. 53 (2002), Heft 5, pp. 50–53
  2. ↑ Werner Fröhlich, Franz Langecker: University contacts . In: Hans Strutz (Hrsg.): Handbuch Personalmarketing. Wiesbaden 1989, pp. 152-162
  3. ↑ Talar Valentina Acemyan-Steffens, Martina Neuhäuser: Current paths and trends in personnel development, recruitment and succession planning (PDF; 4.3 MB), working paper of the Hans Böckler Foundation , August 2011, page 22
  4. ↑ Stefan Huf: Business-Resistant University Marketing. In: Personal Vol. 53 2003, Issue 10, pp. 1 8–21
  5. ↑ Daniela Eisele, Ulrike Horender: In search of the high potentials. In: Personalwirtschaft Vol. 30 1999, Issue 4, pp. 48–57.
  6. ↑ Dr. Jürgen Albers, Julia Langer: University Marketing: A Recruiting Instrument for SMEs? 2008 p. 75
  7. ↑ Jürgen Bock, Christiane Ackenprang: Personnel marketing at universities as an integrated concept at Otto Versand. In: Anke Thiele, Bernd Eggers (Hrsg.): Innovative personnel marketing for high potentials. Göttingen 1999, pp. 49-58.