About the author(s)
Tom Hayes is Dean of the Williams College of Business at Xavier University in Cincinnati, where he has taught for the last 46 years. He has also previously served as Chair of the Department for a total of 18 years and as the Director of Institutional Advancement. He’s published two CASE books: University Marketing Mistakes: 50 Pitfalls to Avoid (co-authored with Roy Adler) and Marketing Colleges and Universities, A Services Perspective. A CASE Crystal Apple Award recipient, Hayes also won the 2009 Alice L. Beeman Award for outstanding research.
Doug Ruschman is the Associate Vice President for Marketing and Communications at his alma mater, Xavier University. Ruschman has served as a faculty member for the CASE Summer Institute in Communications and Marketing while speaking at various marketing, enrollment, and technology conferences. He received his doctorate in higher education administration from the University of Alabama in 2020, publishing his dissertation on the branding of Jesuit higher education.