Fostering effective collaboration between faculty and marketing staff for institutional success

Faculty and staff collaboration is increasingly important for higher education institutional success. Creating an environment of cooperation and developing faculty–staff cross-silo dialogue can be done with mission-driven, clearly communicated and measurable strategic goals, where staff have a clear vertical structure of responsibilities and perceive faculty being incentivised to work with them, and faculty have a thorough understanding of the beneficial outcomes of their collaboration with staff. As marketing efforts increasingly take centre stage and marketing staff grow in numbers, a clear and well-communicated structure, with regular meetings, a good two-way flow of information and a culture that fosters collaboration between faculty and staff may prove invaluable in building brand awareness and driving results.