Cultivating marketing excellence across a decentralised campus environment

Mona Csada and Kim Lawrence
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Mona Csada: Former Director of Audience Engagement, University of Calgary, Canada
Kim Lawrence: Principal, Chicory Consultants, Canada

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 1, 15-26

Abstract: This paper reviews the unique challenges faced by decentralised marketing teams in the highereducation space and provides a road map for developing a high-performing — and highly credible — community of marketers in such environments. Drawing upon the University of Calgary (UCalgary) team’s experience in creating a marketing organisation from the ground up, the foundational organisational and cultural components necessary for success are identified. These include environmental understanding and a common language, a community of like-minded colleagues embracing a collaborative approach, a solid brand platform, a robust strategy and data-driven implementation plan, and the right expertise. Specific approaches for cultivating expertise are detailed, including communitybuilding strategies and a robust programme of professional development offerings.

Keywords: higher-education marketing; professional development; team performance; communities of practice (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2020:v:5:i:1:p:15-26

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