Marketing on Today’s Campus: It’s Everyone’s Responsibility

Core Competencies: Leadership, Marketing, Planning, Student Learning
June 10 – June 14, 2013
Purdue University, West Lafayette, Ind.

Most corporations have marketing departments that help establish the brand awareness of their products or services. Those who are good at it have strong brand recognition (e.g., Starbucks, McDonalds, BMW, etc.) and are why we have countless jingles stuck in our heads—“My bologna has a first name; it’s O-S-C-A-R.” In higher education, though, you are a part of (and sometimes you are) that marketing department, so understanding the fundamentals of marketing and how the changing world of marketing is crucial to your success.

While marketing is often associated with advertising or promotion to get individuals to attend programs, sign up for activities, or buy what we want them to buy, marketing is so much more. It is about understanding your target audience, what they want, what product or service you want to offer them to best meet their needs or interests, and finding a way to best communicate that message. This session provides an overview of marketing concepts, how to gain an understanding of the populations being served, and opportunities to deliver your message in new ways through innovative programming and new technology. Examples will help illustrate concepts and give participants concrete take-aways so they can return to campus ready to get a jingle stuck in others’ heads. 

Learning outcomes:

At the end of this session, participants will:

  • Understand basic marketing concepts
  • Understand the importance of a marketing plan and know how to implement one
  • Be able to identify and segment audiences
  • Be able to develop messaging appropriate for each identified segment
  • Understand the importance of brand identity
  • Understand the impact of new media on marketing and promotions
  • Understand innovative approaches to traditional programming

About the presenter:

Kurt Foriska began his higher education career as the coordinator of sorority and fraternity Life at The Ohio State University in 2003. In 2008, he began the associate director of marketing for the Ohio Union, where he oversaw the rebrand and marketing efforts for the opening of the new Ohio Union in 2010. He has supervised staff responsible for marketing, graphics, Greek life, sales, and retail operations. Kurt currently serves as the director of development for the Office of Student Life. He holds a B.S. from Allegheny College, an M.A. from Bowling Green State University, and an M.B.A. from The Ohio State University.

Updated May 10, 2013