Market Research Logo

Survey of College Marketing Programs, 2018 Edition

Survey of College Marketing Programs, 2018 Edition

This exhaustive 200-page study presents highly detailed data from 43 American colleges and universities about their marketing efforts, pinpointing their use of and recent, current and expected spending on an array of marketing vehicles including, but not limited to: Facebook, Google Ads, Instagram, YouTube, LinkedIn, Twitter, direct mail, opt-in email marketing, viewbooks, podcasts, Snapchat, Pinterest, telephone solicitation, payments to search engines for placement, web optimization strategies and much more.

The study also gives detailed data on use of and spending on public relations, market research and marketing consultants, and billboards, and radio and television advertising. The report also includes data on the use of recruitment-oriented blogs and visits by recruiters to high schools. Survey participants also comment on their favorite marketing vehicles and give advice to their peers.


We asked respondents the following question: Does your department handle marketing for undergraduate education? A majority of colleges said that their department handles marketing for undergraduate education (67.44%). Private school respondents are slightly more likely to oversee this task than public school respondents (68.75% vs. 66.67. All community/junior colleges departments sampled (100.00%) handled this type of marketing, with four-year college respondents being the next most common school type to do so (77.78%). Lastly, schools where less than 20% of students lived within 75 miles of campus before enrolling are the most likely to handle undergraduate education marketing (77.78%).

1 Your department handles marketing for which of the following entities?
1.1.1 Does your department handle marketing for Undergraduate Education?
1.1.2 Does your department handle marketing for Undergraduate Education?
Broken out by public or private college
1.1.3 Does your department handle marketing for Undergraduate Education?
Broken out by Enrollment
1.1.4 Does your department handle marketing for Undergraduate Education?
Broken out by type or Carnegie class of college
1.1.5 Does your department handle marketing for Undergraduate Education?
Broken out by about what percentage of the students enrolled in the college lived within
75 miles of the campus before attending the college
1.2.1 Does your department handle marketing for Graduate Education?
1.2.2 Does your department handle marketing for Graduate Education? Broken out
by public or private college
1.2.3 Does your department handle marketing for Graduate Education? Broken out
by Enrollment
1.2.4 Does your department handle marketing for Graduate Education? Broken out
by type or Carnegie class of college
1.2.5 Does your department handle marketing for Graduate Education? Broken out
by about what percentage of the students enrolled in the college lived within 75 miles of
the campus before attending the college

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report