The successful marketing of education relies on understanding the interplay of three different elements.
- Prospect - the quality(ies) of the applicant pool entering the school
- Program - the curriculum, both classroom and the intangibles
- Placement - the odds of getting that dream job
The sweet spot occurs at the intersection of these three Ps. Yet a Catch-22 exists in the development of an educational institution: The best employers won't target a school unless it has the best job applicants and the best college candidates won't consider a school if the best employers don't target graduates.
The glue is the "Program" - the skills, knowledge and experiences gained along the way to a degree. Balancing what students want and what employers need (as well as what researchers pursue) is the ultimate, long-term job of a marketer.