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Breaking down barriers between brand and enrolment marketing

Author

Listed:
  • Denker, John

    (Vice President, Marketing and Brand Management, The University of Arizona, USA)

  • Harper, Christie

    (Vice President, Campus Brand Engagement, The University of Arizona, USA)

Abstract

There exists an ongoing debate within the higher education marketing and communications disciplines on the merits of having a centralised versus decentralised structure. At the University of Arizona, the institution's two largest marketing teams chose collaboration as a third path — embracing and combining the audience and content expertise of the decentralised model with the brand consistency and breadth of centralisation. This collaboration has effectively broken down the barriers between enrolment and brand marketing and thereby enhanced the effectiveness of each unit's individual marketing efforts, making the whole greater than the sum of the parts. This paper will reveal how the teams came together on media strategy, brand strategy and creative execution to achieve significant application and enrolment growth.

Suggested Citation

  • Denker, John & Harper, Christie, 2023. "Breaking down barriers between brand and enrolment marketing," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 7(4), pages 336-344, August.
    • Handle: RePEc:aza:jeam00:y:2023:v:7:i:4:p:336-344
    as

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    More about this item

    Keywords

    brand strategy; media strategy; organisational structure; centralisation; creative development;
    All these keywords.

    JEL classification:

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

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