The strategic orchestrator: The future role of marketing
Session Description: The sands of time are shifting fast in education. Students are increasingly viewed as lifelong learners, and demographic changes and economic headwinds are influencing strategic choices within advancement and alumni functions. The result is that marketing is becoming a strategic orchestrator. In this role, marketing leads the coordination of cross-functional collaboration, utilises data analytics and insights to inform decision making, and employs robotic process automation to make better use of limited time and resources. In this session we will explore what this emergent role of marking means in practice for advancement and alumni functions, and look at data and case studies from around the world to help illustrate this tectonic shift. Global head of Nous Group’s higher education practice, Zac Ashkanasy will navigate participants through this enlightening and engaging session.