Marketing Education/ The Dynamic Business School
Marketing faculty and university marketing professionals are finding opportunities to collaborate that deepen research in marketing for higher education, enrich the marketing student experience and enhance marketing effectiveness at their institutions. This exploratory research brief draws on two advancement experts to describe the potential-- and the challenges--of research in higher education marketing, reviews a sample of published research to identify the types of published collaborations and uses a case study of a public comprehensive university to identify types of marketing faculty/staff collaboration. As faculty across all disciplines are asked to take more leadership in marketing their schools and departments, marketing faculty have a unique opportunity to advance their research agendas and strengthen institutional brands through collaboration with their marketing staff colleagues.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
McGee, Lynn W., "Marketing Faculty and Marketing Staff: Framework of Shared Opportunity" (2013). Association of Marketing Theory and Practice Proceedings 2013. 37.