MARKETING HIGHER EDUCATION INSTITUTIONS THROUGH THE LENS OF ORGANIZATIONAL CULTURE/SYMBOLIC MANAGEMENT THEORY

Derek Berger

December 3, 2012

Educational Marketing -Organizational Culture/Symbolic Management

Interested in marketing of educational institutions

Interested in organizational culture/symbolism

Program developed from an intersection of these two interests

Organizational Culture/Symbol

ism

Marketing of Higher

Education Institutions

Review of Literature

Organizational culture/symbolic management are interrelated theories

Organizational culture develops when individuals unite to achieve common purpose (Schein, 1983)

Three levels of culture (Schein, 1992) Basics Assumptions Espoused Values Artifacts

Review of Literature

Symbolism is the method through which organizations communicate their culture, i.e. espoused values and artifacts (Morgan, 1985)

Symbols can take a variety of forms (Bolman & Deal, 2008): Logos or images Ceremonies or practices The use of time or organizational priorities

Review of Literature - Application Institutional messages aligned with

organizational culture Recruit and retain students, faculty, and

staff Increases overall efficiency of organization

Symbols used by institution should be analyzed to determine external perception

Mission, vision, and values statement should direct operations of all functions

Program Investigation – American University

Reviewed literature on AU’s website Private liberal arts, unique campus

environment located in Washington, DC “Wonk” campaign - distinguish AU from

other East Coast liberal arts institutions Marketing plan focused on unique

campus culture and the type of people involved with AU

Program Investigation – Ball State University

Reviewed literature available on Ball State’s website

Large public institution, in a region with many similar institutions

“Education Redefined” – focused on the type of education and worked to differentiate BSU from itself

Program Investigation - Application High level of research to drive strategies,

tactics, messages Create campus “buy-in” regarding new

messaging Merge messaging to speak to the

individual about the educational programs

Complete integration of messaging Develop a brand statement to guide

marketing messaging

Application: Mission (Espoused Values)

Central Michigan’s mission calls for student-centered education for a global world.

This serves as the backbone of the messaging and all images Stories that reflect global perspective and

student experience Imagery that emphasizes students engaged in

their education

Application: Research

Minimum of 3 months dedicated to this aspect of the plan

Utilize a variety of constituents Analysis of the external and internal

(organizational culture) environment

Application: Symbolism

Utilize key symbols to tell the story or show the culture Student-centered Globally focused

Application: Integrated Messaging Based research – creating a brand

statement and guidelines for consistent integrated marketing

Application: Creating Buy-In

Individual feedback and input is included throughout the plan – from research to evaluation

Provide opportunities for students and alumni to be involved with the marketing plan

Evaluation

Improvements: Increase time and resources

for research Identify budget before

beginning research Focus on students and

parents – guidance counselors are tertiary

Positive Elements: Analysis of key audiences Brand statement

development

Improvements: Less focus on paid

media like radio and newspapers

Is “global” focus reasonable?

Positive Elements: Use of billboards in key

areas Inclusion of stakeholders

Paul Nowak – Ball State

John Dalton – IU East

Implications

Research should lead the process (uncover espoused values and basic assumptions)

Messages are consistent (artifacts are consistent)and are based on mission (basic assumptions and espoused values)

Stakeholders should be included in the process (symbolic management)

References

American University. (2009). American University and the next decade: Leadership for a changing world . Retrieved from http://www.american.edu/strategicplan/upload/AU-Strategic-Plan-adopted-Nov-2008.pdf

American University. (2012a). Academic profile. Retrieved from http://www.american.edu/discoverau/academic-profile.cfm

Ball State University. (n.d.). Brand position guidelines 3.0. Retrieved from http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&ved=0CC8QFjAC&url=http%3A%2F%2Fcms.bsu.edu%2FAbout%2FAdministrativeOffices%2FUMC%2FLogosAndTools%2F~%2Fmedia%2FDepartmentalContent%2FUMC%2Fpdfs%2FBrandGuidelines3.ashx&ei=CxxyUJqIB6O9ywGDzYD4DQ&usg=AFQjCNGZu1WepdMzP40A1j2oIvIywARdJg&sig2=IQEYYRhKgKSGY0sxXxTIoQ

Ball State University, (2009). Education redefined: Strategic plan 2007-2012. Retrieved from https://sitecorecms.bsu.edu/~/media/DepartmentalContent/StratPlan/PDFs/Strategic%20Plan%205%2009.ashx

Ball State University. (2012e). Immersive learning. Retrieved from http://cms.bsu.edu/Academics/UndergraduateStudy/BeyondtheClassroom/ImmersiveLearning.aspx?site=default_collection&client=default_frontend&output=xml_no_dtd&proxystylesheet=default_frontend&q=immersive%20learning&sort=date:D:L:d1&ie=UTF-8&oe=UTF-8

Bolman, L. G., & Deal, T. E. (2008). Reframing organizations: Artistry, choice, and leadership. San Francisco: Jossey-Bass.

Beckerman, W. (2012). WONK: American University’s institutional brand campaign. Retrieved from http://www.case.org/Documents/Awards/Circle_of_Excellence/2012_COE_Winners/American_file.pdf

Central Michigan University. (2012d). University mission, vision, and values. Retrieved from http://www.cmich.edu/about/Pages/university_goals.aspx

Morgan, G. (1985). Spinning on symbolism: Some developmental issues in organizational symbolism. Journal of Management, 11(2), 29. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=5692762&site=ehost-live

Schein, E. H. (1983). The role of the founder in creating organizational culture. Organizational Dynamics, 12(1), 13-28. Retrieved from http://search.ebscohost.com/login.asp?direct=true&db=buh&AN=4636855&site=ehost-live

Schein, E. H. (1992). Organizational culture and leadership. San Francisco: Jossey-Bass. Tompkins, J. R. (2004). Organization theory and public management. Belmont, CA: Wadsworth Publishing.