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Marketing literacy in higher education is essential for today’s leaders, no matter what department or program they lead..
If you’re a higher education leader, you’ve likely heard terms like “digital strategy,” “lead generation,” or “brand awareness” thrown around in meetings.
Maybe you’ve nodded along, wondering if everyone else in the room already understands these buzzwords.
If so, you’re not alone.
The truth is, marketing literacy in higher education is not just a buzzword.
It’s an essential skill for leaders who want their institutions to thrive in an increasingly competitive landscape.
And yet, higher ed consistently lags behind other industries when it comes to marketing.
Let’s talk about why marketing literacy matters, what’s at stake for your institution, and how you can start closing the gap.
Higher education can be slow to adapt when it come to innovations in marketing and technology.
It’s a fact that we, as leaders in this space, need to acknowledge.
While industries like tech, healthcare, and retail have embraced cutting-edge marketing techniques, higher ed often hesitates.
Higher education as a whole is characterized by tradition, low-risk approaches, and a focus on long-term stability.
In contrast, the business world is forced to constantly adjust to rapidly changing market climates.
Businesses must innovate quickly or risk becoming obsolete, while higher education institutions often move at a slower pace, valuing legacy and established processes.
This difference in mindset has contributed to the marketing literacy gap in higher education.
This isn’t about blaming leaders or marketing teams.
It’s about recognizing a systemic gap, a culture that could use improvement.
Many leaders in higher education have climbed the ranks without ever needing to dive into the intricacies of digital marketing, brand positioning, or lead generation.
The result? A lack of marketing literacy in higher education that makes it harder to advocate for effective marketing strategies—and leaves institutions falling behind.
It’s about attracting mission-fit students, retaining them, and delivering on the promises we make during recruitment.
Without marketing literacy, leaders struggle to align these goals with the strategies needed to achieve them.
Marketing isn’t just a “nice-to-have” skill for your marketing team; it’s a leadership tool that can shape the future of your institution.
Marketing is one of the most important and valuable skills leaders can ever acquire.
In higher education, this means understanding how to market your programs, your institution’s mission, and even your own vision as a leader.
Your institution’s ability to communicate the value of what you offer—whether to prospective students, parents, donors, or even your internal team—can directly impact your institution’s success.
It’s not enough to have world-class programs if no one knows about them.
Colleges and universities can have the best faculty, the most innovative research, and the most transformative student experiences, but without effective marketing, their impact remains hidden.
Unlike businesses that must constantly adjust their messaging to capture attention in a fast-moving marketplace, higher education institutions often rely on their reputation alone.
However, in today’s digital age, reputation is not enough.
Institutions must proactively engage their audiences, communicate their unique value, and ensure they remain top-of-mind for prospective students, donors, and partners.
Without strategic marketing, even the most outstanding programs can struggle to attract enrollment, funding, and public recognition.
For strategic marketing to happen, you’ve got to have more than a small team of marketing experts.
You need a leadership team that’s willing to learn at least a little (not become experts!) about marketing.
Whether approving a budget for a new campaign or investing in tools like generative AI, understanding marketing allows you to ask the right questions and ensure resources are allocated wisely.
With a firm grasp of marketing principles, leaders can evaluate strategies with confidence rather than relying solely on intuition or outdated methods.
This literacy also enables collaboration with marketing teams, fostering a culture where leadership and marketing work hand in hand rather than operating in silos.
By investing time in understanding the fundamentals of marketing, higher education leaders can better advocate for initiatives that drive enrollment, improve student retention, and enhance institutional reputation.
Marketing literacy doesn’t mean becoming an expert, but it does mean becoming an informed decision-maker who can align institutional goals with effective outreach strategies.
Marketing literacy positions you as a forward-thinking leader who understands how to navigate the competitive landscape of higher education.
In a time when enrollments are dropping and student demographics are shifting, leaders who understand marketing can take control of their institution’s future instead of just reacting to challenges.
When you have a solid grasp of marketing, you can spot trends, recognize opportunities, and make sure your institution stays relevant in an ever-changing educational landscape.
Marketing literacy also helps you communicate better with your teams, ensuring that institutional goals align with data-driven strategies that promote growth and sustainability.
By making marketing a key part of your leadership skill set, you’re setting up your institution for long-term success and stability.
Here’s where it gets real.
Higher education institutions are facing unprecedented challenges—declining enrollments, rising costs, and increasing competition.
Without marketing literacy in higher education, leaders risk making decisions that could hurt their institution in the long run.
Even if you have the best educational offering in your region or program, if you’re not marketing it effectively, it’s like throwing a party and forgetting to send out the invitations.
You can invest in top-tier faculty, groundbreaking research, and beautiful campuses, but if you don’t market these assets effectively, you’re leaving potential students and donors in the dark.
And that means a lot of wasted time, money, and talent.
So, where do you start? Building marketing literacy in higher education doesn’t mean becoming a marketing expert overnight.
It’s about understanding the basics and knowing how to leverage your team’s expertise effectively.
Here are a few practical steps to get started:
Closing the Gap: A Call to Action for Higher Ed Leaders
The gap in marketing literacy in higher education is real, but it’s not insurmountable.
As leaders, it’s our responsibility to close that gap—not just for the sake of our institutions, but for the students, families, and communities we serve.
If you’re ready to start building your marketing literacy, you don’t have to do it alone.
Whether it’s breaking down your digital strategy, evaluating your website, or figuring out how to use generative AI effectively, we’re here to help.
At Caylor Solutions, we specialize in guiding higher ed leaders through this journey, offering actionable insights and support tailored to your unique needs.
Marketing literacy in higher education isn’t just a skill; it’s a leadership imperative.
And it starts with taking the first step.
The essential marketing book every higher education institution needs! If you are a higher education marketing professional seeking a fail-safe plan to make your institution stand out, “Chasing Mission Fit” is your guide.
So you can empower your institution with audience-focused marketing strategies, and attract mission-fit students who will flourish in your unique academic environment.
Ready to transform your institution’s marketing approach?
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Featured image by Alexandr via Adobe Stock
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