As universities place increasing emphasis on industry engagement, marketing teams are being asked to support industry-facing services and offers.
This session explores the journey of building a specialist B2B marketing function within a university, including:
• Bringing together previously separate teams (e.g. faculties, innovation hubs)
• Balancing embedded support for services with institutional-wide roles
• Defining the marketing service (proposition, campaigns, insight)
• Prioritising work and managing stakeholders
• Working in a matrix environment
The session should be of interest to professionals in other institutions who can share their journeys and challenges and can hopefully be the basis for an ongoing network of professionals working within industry engagement roles at the University.