Trends in marketing organisational structures and budgets

Rob Zinkan

Journal of Education Advancement & Marketing, 2017, vol. 2, issue 1, 38-45

Abstract: Few other functions within higher education have evolved in recent years as much as marketing and branding. A convergence of factors has brought marketing to the forefront in academia, resulting in the emergence of executive-level chief marketing officer positions aimed at bringing enhanced sophistication to the sector’s marketing and brand strategy work. This paper explores the organisational structure and budgetary implications related to the rise of marketing in higher education by first outlining trends in each area and then specifically looking at the marketing organisational structures of Big Ten Conference institutions, where there is significant decentralisation and no one organisational model.

Keywords: marketing; branding; chief marketing officer (CMO); organisational structure; budget; higher education (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2017:v:2:i:1:p:38-45

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