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Fostering effective collaboration between faculty and marketing staff for institutional success
Journal of Education Advancement & Marketing,
8
(4),
331-344
(2024)
Abstract
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.
Keywords: university branding; university marketing; university reputation; faculty staff collaboration
The full article is available to subscribers to the journal.
Author's Biography
Anca C. Micu has been a business school associate dean for the past decade and a marketing professional since prior to her academic career. She has lived and worked in Romania, Luxembourg and the US. Anca received her BS in finance from the Romanian Academy of Economic Studies and her MBA and PhD in marketing communication from the University of Missouri–Columbia. She is an advertising professor and scholar, former editor of the American Academy of Advertising newsletter. She has presented and published numerous research articles, including in the `Journal of Advertising`, `Journal of Advertising Research`, `Journal of Marketing Communications` and `Internet Research`. She is the founder of the MSc in Digital Marketing programme at the Welch College. She has worked or consulted for a number of companies including BBDO, the Advertising Research Foundation, Time Inc. and Estee Lauder. She is the mother of two wonderful teenage girls who help her understand her students.
