Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Marketing Education/ The Dynamic Business School

Publication Date



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.

About the Authors

Lynn W. McGee is Vice Chancellor for Advancement at the University of South Carolina Beaufort and teaches Strategic Marketing for the University of Phoenix MBA program. She holds a Ph.D. in Business from Indiana University's Kelley School of Business in Bloomington and an MBA from the University of North Carolina at Chapel Hill. Lynn has served in marketing faculty and administrative positions in two state university systems and marketing roles in two Fortune 500 firms. Her research interest is the marketing of higher education. Dr. McGee last presented at AMTP in 2012 and has published in the Journal of Applied Management Theory associated with the conference.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons