Jeffery T. Wack Ph.D. presentation to Ohio Assoc of Ind Schools Oct 2008

1. How We Manage: Contemporary Marketing Jeffery T. Wack, Ph.D. www.jtwack.com

4. Contemporary Marketing is a Core (not tangential) Competency He doesn’t know Marketing. What I don’t know can’t be important.

6. What Marketing Is Not

7. www.wikipedia.com The Lay Understanding of the Discipline of Marketing

8. What Marketing IS (Marketing with a capital ‘M’)

12. Cornerstone Marketing Principles

13. Principle: Marketing Mix The 4 P s (+1) of the Marketing Mix Demand is affected by how the offer to the market is configured and delivered. DEMAND P roduct/Program P romotion/ Communications P rice P eople P lace/Access/ Policies

15. 7 Foundation Concepts School Leaders Should Grasp

16. Squares A and B are the same shade

20. Consider: How do Prospective Buyers Learn the Price? Recommended Read: Made to Stick, by Heath and Heath

21. Principle: Customers and Segments Other Segments School Current Families Alumni Prospects Colleges Strong Relationships = Stronger Networks Colleges Prospects Alumni School

22. Perceived Benefits Perceived Costs Value = Principle: Perceived Value The higher the perceived value, the higher the probability of purchase. How does “affordability” limit our thinking about demand?

24. Draw a model of your organization

25. Faciliti Alumni Personnel/HR Development Business Office Facilities Faculty Touchpoints MARKETING Admissions Principle: Marketing is in Everyone’s Job Colleges Student Parents College Counseling Others

27. Tappers and Listeners

29. Principle: The Curse of Knowledge vs Vision Psychological Distance Related Expertise Renaissance Tendencies Zero-Gravity Thinkers From Innovation Killer, Rabe 2006

32. Organizing for More Effective Marketing Integrated Marketing, or Advancement Model

33. Consultation & Coordination Across the Vertically Silo-ed Organizational Structure Development : Annual fund Parents Association : Fundraiser Business Office : Tuition payment Athletics : Team uniform Communications : Bulletin subscription Admissions : Volunteer time Who’s asking parents for what, & when? “ Managing the Horizontal”

34. The 4 th Dimension of Integrated Marketing Prospect Alumnus Development Student Parent Bridge Ownership Gaps in the Customer-School Relationship Grade-to- Grade Within Grade Deans Admissions “ Managing the Longitudinal”

35. META-VIEW OF MARKETING DECISION-MAKING INFORMATION ACTIONS Authority Resources Ability to Execute Expertise DECISION UNIT

36. Case Example for Discussion Head Business Office Development Admissions Communications Marketing Parent Relations Events IT - Web Writing & Editorial Publications Production Old Title: Director of Communications