IDEAS home Printed from https://ideas.repec.org/a/aza/jeam00/y2020v5i2p136-151.html
   My bibliography  Save this article

Texas Christian University: From great to the greater good

Author

Listed:
  • Barkow, Stephanie

    (Senior Vice President and Planning and Research, BVK, USA)

  • Mueller, Gary

    (Managing Partner and Chief Creative Officer of BVK; Founder of Serve Marketing, USA)

  • Syler-Jones, Tracy

    (Vice Chancellor and Marketing & Communication, Texas Christian University, USA)

Abstract

The marketing and communication division at Texas Christian University (TCU) was established as an independent division in 1999, following a strategic planning process called ‘The Commission on the Future of TCU’. For the past 20 years, this unit has worked to position itself as a strategic partner versus a service function in an increasingly decentralised environment and during a timeframe of growth and increasing national and international prominence. Without an enrolment function as part of its portfolio, the unit has focused on better defining the university’s brand to enhance relationships with key stakeholders and assist in driving organisational objectives within an increasingly cluttered marketing and communication world and competitive environment. This paper discusses how TCU’s ongoing problem of integrating its refined brand platform, but this initial work has reformed internal perspectives about the marketing and communication division’s work, creating internal advocates. The extensive research TCU carried out resulted in a true, relevant and actionable brand platform with an authentic voice that is aligned with the university’s mission, vision and values, its strategic plans and its aspirations for the future.

Suggested Citation

  • Barkow, Stephanie & Mueller, Gary & Syler-Jones, Tracy, 2020. "Texas Christian University: From great to the greater good," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(2), pages 136-151, September.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:2:p:136-151
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/5743/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/5743/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    brand platform; strategic partner; advocates; core human values; leadership;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jeam00:y:2020:v:5:i:2:p:136-151. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.