Why Universities Must Adopt A Marketing Mindset

There are so many reason Why Universities Must Adopt A Marketing Mindset. However, there are some questions a university that has adopted a marketing mindset may ask itself at the start of every year. These questions include, What motivates our international student target market? How can we keep our brand message consistent? What’s the best way to market our new courses? In this new age, its important for academic institutions to keep track of their global outreach as well as student recruitment figures. Marketing Mindset allows universities to demand global attention.

Why Universities Must Adopt A Marketing Mindset

A lifelong partnership?

The Guardian discovered this year that UK u diversities are spending millions of pounds on marketing to reel in students from all over the continent through adverts, promotional materials and campaigns. From in-house marketing teams to outsourced agencies, it’s isn’t just UK universities that are measuring their annual student recruitment statistics against their annual marketing costs.

Acknowledging its influence, Vice President and Provost at the University of Texas at Austin, Joey Williams, and Digital Project Manager, Henry Tijerina III, discussed the ways in which a marketing mindset can totally transform the success of a university.

As it turns out, marketing, a field that academics view with high levels of skepticism and sometimes outright mistrust, may hold the potential to help university leaders strengthen their faculty workforce. Institutions are searching for a competitive edge. They need to stand out in order to hold and attract the attention of promising candidates. Sitting back and waiting for faculty applicants may not be enough. To address these talent gaps and recruit the faculty talent which is required in order to compete for grants, funding and students, colleges must think like marketers,” they outline.

The motivation behind the marketing

Yet, for Dr Helen Carasso, a teacher and researcher of higher education policy in the Department of Education, University of Oxford, said there’s a reason why so many universities are adopting a marketing mindset, splurging millions on student recruitment campaigns and branded content.

As outlined in her Higher Education Policy Institute (HEPI) blog post, Carasso explains that, “Universities discovered that they are competing in order to get their messages across in a very noisy environment. Although the clearing house system of recruitment that operates through UCAS has many advantages – for applicants and for institutions – the downside is that everyone is working to the same deadlines”.

So, universities are all trying so hard to reach, often similar, audiences at the same time. That inevitably puts up the cost of advertising space – whether it is posters at bus stops or pop-up ads on social media. It is certainly not unknown for different parts of the same university to end up, unknowingly bidding against each other to buy prominence on Google search results,” she continued.

As they battle for the purpose of advert space, universities are also planning to hire quick-thinking marketing teams with strategic knowledge as well as a desire to target specific student crowds; this could range from location-based targeting to course-based targeting.

The motivation behind the enhancement of their marketing activities is spurred on by student statistics, trying to boost the annual intake and also keep learners flowing in through their faculties. However, it is dependent on their mission as to whether all universities should foster a marketing mindset. But if they’re humble and have enough applications to last a year, then maybe not.

But if they’re hungry and wish to become a household name or a go-to study abroad destination, maybe a marketing mindset is what they’re already encouraging among staff.