Marketing Pros: Big Brand on Campus

Melissa Korn & Emily Glazer:

Schools are getting the message about messaging.

Elite colleges and universities are still attracting plenty of applicants, but weak job-placement numbers for graduates and heavy student debt loads have put schools on the defensive, forcing them to prove to families and state governments that a degree is worth the investment.

Enter the chief marketing officer. A relatively new academic position, these marketers manage schools' identities and messaging, a role covering everything from admissions brochures and Twitter feeds to brand management.

Bill Joy coined a very useful phrase years ago: "The quality of a company's software has an inverse relationship to the amount of money spent on marketing." I have found this to always be true.

Posted by Jim Zellmer at August 19, 2012 5:02 AM
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