Larry D. Lauer

I recently returned from a visit to the University of Queensland in Australia convinced that internationalization will be the next big issue in higher education marketing. So it was a bit surprising to me to see some recent U.S. market research indicating that it was not a topic of major concern to presidents and other institutional leaders. Understandably, issues such as budgeting, finance, fund-raising, best practices, and public policy, were mentioned… and strategic planning was the topic most often named. But internationalization was missing from the list.

So it seems strategic planning, not internationalization, will be the hot topic of the near future. University leaders will be focused on how to reposition institutions in light of reduced government funding, the need to raise fees, and a whole new focus on private philanthropy. In other words, their primary concern will be dealing with immediate economic threats to their core business, and marketing professional will have to respond.

Effective marketing leadership requires connecting with our presidents and academic colleagues  by responding to their most urgently perceived needs.  But then, we must also take them from where they are to an understanding of the other factors that must be considered to stay competitive. And here I have no doubt that  understanding the competitive consequences of internationalization will be one of those extremely significant factors.

Institutions all over the world are rethinking their strategic plans, not just in the U.S.  And it is clear that their plans include finding students, money, and building reputation in new places, including the United States.  International competition, therefore, will be a must consideration in every institution’s strategic planning process, and this is especially relevant today when institutions’ traditional financial bases are threatened.