E323 - Why Higher Ed Marketing Fails Without Clear Positioning

Digital transformation aside, most enrollment problems get diagnosed as marketing problems. This conversation argues they are usually positioning and pricing problems that marketing gets handed after the fact.

In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Mike McGetrick, Vice President at Spark451, a Jenzabar company he founded, and an instructor of digital marketing at New York University, about why institutional sameness has become an enrollment liability and what it takes to build a position an institution can actually deliver on.

McGetrick walks through the three prices every college carries a...