Universities needed to carefully limit marketing budgets, leveraging the power of unpaid networks and engagement to maximise effectiveness, Griffith University Vice-Chancellor Carolyn Evans has told Future Campus.
“Universities will and should only ever have a limited marketing budget,” Professor Evans said.
“People are full of ideas of what we could achieve if we spent $20 million, saturating all markets with all messages, but that’s not appropriate.
“I think sometimes we can underestimate how many people we do talk to in different ways.
“Sometimes we can be a little self-flagellating and sometimes people don’t see how many of our folk are out there in all sorts of institutions in a very low profile, but meaningful way day-to-day.
