Use the following marketing concepts in this chapter to tackle

and solve a marketing problem: planning, SWOT, mission, target market.

First, start by thinking about a category of products in the higher

education market. In general terms, higher education refers to

academies, universities, colleges, vocational universities, community colleges, liberal arts colleges, institutes of technology, and certain other collegiate$-$level institutions, such as vocational schools.

The Marketing Problem

Choose a product in the higher education category, and then

choose a brand in that category after considering the following

situation.

You plan to attend college and graduate school before

working in your field.

The Problem

Describe a planning approach to finding a higher education institution that will provide you what you need to succeed in your

career. Conduct a SWOT on two colleges. What is the target

market of each of these schools?

The Solution

Complete the following Problem$/$Solution brief using your

product and brand in the higher education category, chapter

concepts, and college resources.