Book presentation on university marketing

The book by online marketing expert Thomas Kaiser sheds light on the interplay between university branding and student marketing and shows how universities can successfully build and communicate their brand. Central topics are the analysis of student needs, the adaptation of brand communication to different target groups and the importance of digital marketing channels. Practical case studies offer insights into successful strategies, from positioning and target group analysis to the implementation of SEO and social media campaigns.

From the content

• Understanding the student journey: Universities that target the touchpoints of the student journey create seamless communication and strengthen the bond with potential students.
• Strengthening brand positioning: A concise brand positioning clearly differentiates the university from the competition and creates an unmistakable identity that conveys trust and authenticity.
• Use digital marketing: With targeted SEO, social media and content marketing, universities reach students efficiently and increase their visibility and reach in the long term.
• Addressing specific target groups: University marketing is particularly successful when it addresses the specific needs of the target groups and strikes the right note when addressing them.
• Practice-oriented case studies: The book offers concrete case studies that show how universities implement the concepts presented in practice and thus achieve their goals efficiently.