We surveyed 270 of the industry's senior marketing leaders to establish benchmarks, identify trends, and evaluate the pace of growth in higher ed.
- More marketers say their president relies on anecdotal opinions than many quantifiable measures. Only 1 in 3 are using periodic brand tracking to measure success.
- More than 3 in 4 lead marketers say their department does not have the budget needed to meet the expectations of leadership.
- Twenty percent of lead marketers don’t know or aren’t able to estimate their own department’s budget.
- Almost all lead marketers agree that strengthening their institution’s reputation is a fundamental driver behind their long-term goals.