Marketing executives lead college communication endeavors.
Although the title varies, a marketing executive determines the budget, planning, research, creation, execution, maintenance and evaluation of strategies and tactics to meet a university's recruitment, growth and advancement goals.
Responsibilities
Marketing departments in higher education may control website design and maintenance, public relations and university publications in addition to advertising, direct marketing, interactive and social media, and event planning.
Staff
The marketing department's size depends on the organization’s structure, and its success lies in the executive’s skill in maintaining a team environment, guiding members and encouraging their professional development.
Collaboration
The ability to work closely with consultants, agencies, administrators, trustees, faculty, alumni leadership and school departments is a critical trait among marketing executives.
Skills
Results-driven, high-energy people with superb written and verbal communication skills, marketing executives must be creative and innovative, yet analytical and decisive. Keeping current with emerging communication avenues, measurement tools and trends in higher education contributes to their success.
Experience
Marketing executive candidates normally hold a master’s degree and bring five to 10 years of proven success in marketing communications to the job, according to a PayScale.com user survey. Most colleges entertain experience obtained outside academia, provided applicants demonstrate an ability to work in and appreciate the complexities of the higher education market.
Compensation
According to a May 2009 Bureau of Labor Statistics estimate, marketing managers at colleges and universities earn an average of $90,560 annually. Standard benefit packages include health, dental and life insurance, retirement plans, paid vacation and holidays, and tuition remission.
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