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Cultivating marketing excellence across a decentralised campus environment

Author

Listed:
  • Csada, Mona

    (Former Director of Audience Engagement, University of Calgary, Canada)

  • Lawrence, Kim

    (Principal, Chicory Consultants, Canada)

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.

Suggested Citation

  • Csada, Mona & Lawrence, Kim, 2020. "Cultivating marketing excellence across a decentralised campus environment," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(1), pages 15-26, June.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:1:p:15-26
    as

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    More about this item

    Keywords

    higher-education marketing; professional development; team performance; communities of practice;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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