A Collaborative Effort at Marketing the University: Detailing a Student-Centered Approach

Abstract

In this article, the authors describe the use of an experiential team-based project in a capstone marketing management course. In the project, students worked with the university administration to develop a marketing plan for the Admissions Office's Tour Guide Program. The authors discuss why such marketing activities are important to colleges and universities and report on a successful collaboration between an academic program and a school administration in designing such a program. The authors conclude by discussing the benefits that such collaborations offer to both the students and the university.