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Cultivating marketing excellence across a decentralised campus environment
Journal of Education Advancement & Marketing,
5
(1),
15-26
(2020)
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.
Keywords: higher-education marketing; professional development; team performance; communities of practice
The full article is available to subscribers to the journal.
Author's Biography
Mona Csada is Former Director, Audience Engagement, in the University of Calgary’s (UCalgary) Office of Advancement and oversees institutional-level marketing efforts, providing strategic counsel to marketing practitioners across the organisation. Her team focuses on building strong support and advocacy among UCalgary’s key audiences with a special focus on creating ongoing engagement on digital and social platforms. Prior to joining UCalgary in 2016, Mona held senior marketing roles in various private sector verticals, including agency, loyalty marketing, financial services and technology.
Kim Lawrence has more than 25 years’ experience in the marketing and communications field, covering the private and public sectors, both in Canada and internationally. She spent nine years at the University of Calgary (2010–2019). Her portfolio as Associate Vice President, Marketing, included marketing strategy and campaigns, brand positioning and visual identity, digital experience and the creative studio. In 2017, Kim was the first-ever Canadian higher-education professional to be named International Brand Master by the Education Marketing Group. In 2018, the University of Calgary Marketing team was named the Higher Education Marketing Team of the Year by the American Marketing Association — the first-ever Canadian team to earn the honour. Kim has since left the University of Calgary to start her next chapter.
