Larry D. Lauer

It seems it was not too long ago that I was traveling to many parts of the world to teach introductory marketing seminars, and how to adapt those basic ideas to the  academy. It was the new  “hot topic.” Traditional public relations was well established, but strategic and integrated marketing certainly were not. In fact, in most academic institutions, the “M” word was never even spoken!

Now when I go abroad, I am amazed at what I find. In many institutions, marketing is  more sophisticated and better staffed than in some U.S. institutions. Rather than simply making a presentation about marketing, my experience has become more “let’s learn from each other and exchange our best ideas.”  And I must say, this way is much more fun and productive.

In preparing for my recent trip to the University of Queensland in Brisbane, Australia, I reviewed the institution’s new strategic plan. I was impressed by its’ substance and breadth and  how well it is crafted to enable the integration of strategic marketing goals. The plan articulates a clear and comprehensive vision for leadership in global engagement, and  is well structured, concise, and simply presented. Unlike many other plans, this one is designed to be easily used and implemented by every faculty, school, and institute in this university of over 40,000 students.

In addition, I reviewed a background paper about “campaign readiness,” and another on “engagement beyond the century.” Both demonstrated an uncommon understanding of the growing need for aggressive philanthropy in public institutions, for systematic reputation building, for a well differentiated brand identity, and for an ambitious and comprehensive alumni relations program.

Institutions in many parts of the world are advancing quickly before our eyes.  Higher education is now an international industry, with an intense world-wide competition underway for top students, private funding, and prestige. It will certainly be exciting to watch those leading the University of Queensland in the days and months ahead. They are clearly on their way to a very bright future.