Refers to the use of marketing channels and tools in combination that are commonly used by businesses including higher education institutions to message to their markets. Channels and tools include:
- Advertising: messaging target audiences including developing awareness of brand and customer participation in products/services
- Personal Selling: direct interactions between sales representatives/potential customers
- Direct Marketing: personalized communications aimed at specific individuals
- Sponsorship: associating a brand with events, causes, other
- Public Relations: managing organization’s image, reputation/risk management through media relations, press releases, and other communications
- Social Media: engaging audiences through platforms like websites, Facebook, Instagram, etc.
- Customer Journey: mapping the touchpoints where customers interact with a brand
- Promotion: various activities to boost engagement, sales, and brand visibility
