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Trends in marketing organisational structures and budgets
Journal of Education Advancement & Marketing,
2
(1),
38-45
(2017)
Abstract
Few other functions within higher education have evolved in recent years as much as marketing and branding. A convergence of factors has brought marketing to the forefront in academia, resulting in the emergence of executive-level chief marketing officer positions aimed at bringing enhanced sophistication to the sector’s marketing and brand strategy work. This paper explores the organisational structure and budgetary implications related to the rise of marketing in higher education by first outlining trends in each area and then specifically looking at the marketing organisational structures of Big Ten Conference institutions, where there is significant decentralisation and no one organisational model.
Keywords: marketing; branding; chief marketing officer (CMO); organisational structure; budget; higher education
The full article is available to subscribers to the journal.
Author's Biography
Rob Zinkan has been with Indiana University since 2002 and is currently in a system-wide role as associate vice president for marketing, where he serves as marketing liaison to the flagship campus leadership and marketing community, works to develop, champion and deploy the university’s brand strategy and leads Indiana University’s full-service internal marketing agency. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor’s degree from Wabash College, master’s degree from Xavier University and doctoral degree from Creighton University. He authors the University Advancement blog and is a past chair of the Council for Advancement and Support of Education (CASE) Indiana.
