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Glossary of Key Terms

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Term Definition
Marketing Communications Plan

A plan that is a comprehensive blueprint which outlines an organization's overall marketing efforts. A process for developing a plan can be realized by including price, place, promotion and product. The plan includes a description of the product (what is unique regarding the school), services, a marketing budget, and a SWOT analysis (matrix analysis of strengths, weaknesses, opportunities and threats.) Also included is pricing strategy and market segmentation.


Measurement is the assignment of a number by a rule, as long as one adheres to the rule. (Brian Ellis, Basic Concepts of Measurement, 1969). For example the assignment of numbers to enrollment and retention information in a consistent, valid and reliable manner.


Forms of communication using visual images, text, and sound.


The purpose and reason why the school exists and the population it seeks to serve.

Mission Statement

A rich yet concise statement of the school’s mission that can be easily remembered and explained by all school stakeholders.

Moral Evaluating

Mental process of making judgments of right and wrong based on a set of beliefs and values.