What is Marketing?
Marketing is the management process through which goods and services move from concept to consumer.
Marketing is about people.
It’s about creating value that generates demand and satisfies customer needs.
Marketing is usually thought of in a business setting. Here’s how we might transfer that to our Highline environment:
| Business | Highline Program |
| Customers | Students |
| Products and Services | Programs and Services |
Marketing your program is not about “selling” to students. Instead, it’s about showing them the value of your program and services to match their interests and needs. “The rule of engagement” means in order to reach people, you must provide value in exchange for your audience’s attention.
An important aspect of marketing is to start with what you hope to do before you think about how you will do it. Often, people start out by thinking, “I need to share this on social media.” Instead, we encourage you to set an objective, then figure out your audience, and finally decide on the channel that best reaches your audience. This will be elaborated on in other sections of the toolkit.
And speaking of your audience, get to know them. What do they care about? And how does your program/service intersect with what they care about?
Key points adapted from Introduction to Digital Marketing webinar by General Assembly
More from the Marketing Toolkit
>What is Marketing?
The Marketing Mix
Understanding Your Audience
Media Options
Basics of Graphic Design
Social Media