Reviews of Operational Marketing
The Knowledge Partnership accepts commissions to review the effectiveness of operational university marketing activity.
Periodically, universities and colleges need support to assess whether the organisational model of marketing (structures, capacity, scope, etc) is still the most effective reflecting changing priorities and challenges.
As part of such reviews we consider how operational teams responsible for e.g. recruitment, communications, alumni relations, admissions, enterprise, international, community and corporate affairs are connected and report into, and service the wider university or college.
Our consulting is underpinned by research into education marketing models used in institutions in several countries, and feedback from marketing leaders about the pros and cons of different approaches.
Key issues include:
- How should central and faculty or school marketing responsibilities be addressed?
- What are the benefits and disadvantages of having a single super marketing structure that integrates marketing, admissions, enterprise, development and so forth?
- Do we have the right capacity and enough resources to address the challenges?
- What KPIs are appropriate for marketing functions and how can the data to monitor success be gathered and reported?
- To what extent should marketing be an internal responsive service or a strategic and planned activity
Our work is also informed by reference to good and emerging practice in other sectors. Our membership of the Marketing Academy means that we are connected to the academics that are researching these issues, including in education.
The Chartered Institute of Marketing periodically reflects on the role and contribution of marketing, highlighting the areas where marketers are making the greatest contribution to their organisations.