Marketing – The importance of strategy
Posted on Thursday, July 16th, 2015
I’m often surprised, when looking at university and business school websites and promotional materials, how if you scratch out the name of the institution, it can be difficult to know which one you are reading about.
Some have a strong identity and ethos that shines through. However, most of them say pretty much the same thing – or worse, try to sound like another competing institution. This is a big missed opportunity, often indicating a poorly defined strategy and resulting in a waste of marketing spend.
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