Bart Caylor has winsomely assessed the current marketing challenges and opportunities for higher education, including the use and influence of Artificial Intelligence. The complexity and rapid pace of change faced by today’s higher education leaders make managing institutional influence difficult and unwieldy. The pressure for results and the highly polarized culture are significant obstacles for those who wish to stabilize or advance the campuses we serve; however, Bart offers simple, grounded tools leaders can use to understand marketing and creatively address the rapidly changing environment. Each chapter…offers today’s higher education leader an opportunity to “Take Action.” In these sections, Bart offers leader-learners the chance to reflect and to help identify the questions we should be asking the marketing teams on our campuses.
This is an important and insightful read for any leader looking to address the marketing needs of today’s higher education landscape.