We all know what marketing is. However, there’s no one-size-fits-all approach to branding, advertising, or any other part of marketing. Every company is different, and each industry has its own set of norms. Consumer expectations often guide what marketers do, whether the goal of the campaign is to fit in or stand out.

Education marketing is no different. Colleges and universities often have distinct branding. In an industry with such strict consumer expectations, how can education marketing be effective?

In this article from Inside Higher Ed, Deborah Maue, Vice President of Strategic Marketing and Communications at Columbia College Chicago, talks about the four P’s of marketing and how they fit in to the higher education landscape. Maue discusses the tendency for institutions to focus on the fourth P, Promotion, while neglecting the other three. She argues that Product, Price, and Place are just as important for higher education marketers to consider. All four P’s come together to create a cohesive, seamless consumer experience. “It’s essential to ensure that the actual brand experience matches that brand promise,” says Maue. Giving consumers what’s promised in promotion is arguably as important as the promotion itself.

Read more about how the four P’s fit in to higher education marketing on Inside Higher Ed.