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Price, Product, or Process: How Do You Define Your School?

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Knowing your school’s marketplace stance and emphasizing that stance at all points—internal marketing, external marketing, parent education, faculty hiring and evaluation, attention to ratios—can only strengthen your strategic position. Choosing the wrong benchmarks (i.e., seeking to emulate schools with marketplace stances that are not relevant to your own) and planning on that basis can do serious damage to your institution’s ability to occupy its niche and remain competitive. Choosing appropriate benchmarks—e.g., other schools whose marketplace stance is the same as yours—may be helpful as you work to make the kinds of strategic decisions that will ensure that your mission will remain alive and well for future generations of students.

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