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FE marketing benchmarking survey now launched…

October 13, 2015

A study published today into the state of college marketing in 2015 highlights the need for a more strategic approach and proposes that marketing should be seen as a critical business function central to long term organisational sustainability.

The survey, which was undertaken by specialist educational marketing consultancy Carthy Communications, endorsed by the College Marketing Network, was completed by 122 marketing leaders representing 36% of colleges in the UK. It sought to establish some clear benchmarks for college marketers around structure, planning, budgets and outputs.

The research uncovered a highly professional and qualified workforce in college marketing, with 95% of those leading marketing departments, holding a relevant academic and/or professional qualification. However, the study also revealed that only 36% of those on the college executive with responsibility for marketing have any professional marketing qualifications or experience. This is reinforced by the feedback given by respondents in the study that there is a perceived lack of professional understanding of the complexities of strategic marketing and that the focus remains on operational advertising and promotion, which many see as detrimental to the effectiveness of their work and would like to see a shift-change in the value given to marketing as a strategic function.

The survey has been sent free to colleges completing the survey, and is on sale at a discount to CMn members – contact Fiona at fiona@carthycommunications.com to find out more, and read the highlights here:  FE Benchmarking Info Graphic

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