University of California, Riverside


Marketing: Why is it Important?

Marketing: Why is it Important?

For a company or institution to grow, it must build strong customer relationships.

That’s where an effective integrated marketing plan comes in. With a comprehensive, integrated marketing plan, you can effectively communicate UCR’s mission, values and messages in ways that speak to your target audience.

Benefits of an effective integrated marketing plan include:

  • A stronger, more consistent university image
  • Increased support from funding publics such as the legislature
  • Greater loyalty among stakeholders
  • A general public that is more aware of UCR’s local and global impact
  • The ability to attract and retain the best employees, students and faculty
  • The ability to establish partnerships within the community
  • The ability to show supporters that our brand equity is a valuable commodity
  • Greater employee satisfaction including an increased sense of pride and loyalty

Marketing vs. Advertising: What's the Difference?

Many people confuse marketing with advertising. While both are important, advertising is only a single component of the marketing process.

Marketing consists of:

  • Advertising
  • Community involvement
  • Customer support
  • Distribution
  • Market research
  • Media planning
  • Product pricing
  • Public relations
  • Sales strategy

The best way to distinguish the two? Think of marketing as everything an organization does to build a relationship between the company and consumer.

More Information 

General Campus Information

University of California, Riverside
900 University Ave.
Riverside, CA 92521
Tel: (951) 827-1012