Fostering effective collaboration between faculty and marketing staff for institutional success

Anca C. Micu
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Anca C. Micu: Senior Associate Dean, Dolan School of Business, Fairfield University, USA

Journal of Education Advancement & Marketing, 2024, vol. 8, issue 4, 331-344

Abstract: Faculty and staff collaboration is increasingly important for higher education institutional success. Creating an environment of cooperation and developing faculty–staff cross-silo dialogue can be done with mission-driven, clearly communicated and measurable strategic goals, where staff have a clear vertical structure of responsibilities and perceive faculty being incentivised to work with them, and faculty have a thorough understanding of the beneficial outcomes of their collaboration with staff. As marketing efforts increasingly take centre stage and marketing staff grow in numbers, a clear and well-communicated structure, with regular meetings, a good two-way flow of information and a culture that fosters collaboration between faculty and staff may prove invaluable in building brand awareness and driving results.

Keywords: university branding; university marketing; university reputation; faculty staff collaboration (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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