Engaging marketers in student experience: Opinion

Marketers need to be involved in every part of the student experience, writes Victoria O’Malley, not just enrolment. The author argues that involving the marketing team in student experiences can have benefits for the full student experience, including ensuring students find online learning interactive, representing new courses well, branding the graduation experience, and creating loyalty in students who are becoming alumni. Additionally, marketers should be involved with alumni through developing engagement opportunities and outreach campaigns. “Today, marketers within higher education need to be data-driven, creative, strategic and aware of issues around return on investment,” writes O’Malley. “Yet, too often, marketing teams are held at arm’s length from the individual academic units they serve.” Times Higher Ed (International)