Staffing and Structuring a Successful Marketing Communications Department

(Retired) | Last updated November 19, 2014

Course Length

1h 32m

Last Updated

November 19, 2014

Staffing and Structuring a Successful Marketing Communications Department

(Retired) | Last updated November 19, 2014


The work of campus marketing and communications departments continues to evolve and expand. This often results in an increased pressure to demonstrate impact and value. Many campus marketing teams are decentralized, in need of reorganization, struggling with the impacts of digital and social media, and lacking the resources needed to accomplish the tasks that are now considered “critical” in higher education.

Join nationally recognized higher-ed marketing experts Elizabeth Scarborough and Jason Simon online to explore new ways of organizing your marketing team to maximize results. We will discuss required skills and opportunities for revisioning your department’s role and purpose, examples of various institutions’ marketing organizational charts, and how to decide which structure might be best for your campus.

Who should attend?

This online training presents a great opportunity to start a conversation with several campus stakeholders about how you might consider restructuring or growing your own marketing team. These stakeholders may include:

  • Marketing professionals
  • Advancement and alumni divisions
  • Admissions and enrollment management personnel who oversee marketing departments
  • Campus leaders who support marketing operations
  • HR professionals who recruit for marketing departments


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  • Prioritizing campus demands
    • Setting realistic goals
    • Aligning goals with staffing and budgetary resources
  • Options for your marketing department structure
    • Functions
    • Staffing and labor
    • Managing resources
  • Review of successful marketing departments: What works and why?
    • Examples of small, medium, and large institutions’ marketing organizational charts
    • Examples of organizational charts before and after a reorganization
    • Examples of departmental changes and results on campus
  • Demonstrating ROI

Why is this event retired?

At AI we want to always ensure that the best and most current trainings are available to members, and we regularly review our trainings to ensure that is the case.