Integrated Marketing and Branding Strategies of Technological Research Universities

As institutions seek to attract funding and donations, prospective students, and faculty, they create centralized marketing and communications offices that oversee and promote institutional branding. This report examines organizational office structure, brand discovery, and office assessment at mid-sized science and technology-oriented universities.

Research questions

• How do institutions characterize the integration of marketing and communications activities among centralized administrative units and decentralized academic units, and how do institutions seek to synchronize branding and messaging across stakeholder groups and delivery channels?
• What marketing tools and channels (e.g., billboards, television, radio, social media, web advertisements, earned media, press relations) do institutions rely on to promote institutions’ brand identity, recurring messages, and/or central themes?
• How do contacts evaluate the success of marketing and branding campaigns? What metrics do contacts utilize to determine successful marketing strategies?

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