Marketing the Value of IT in Higher Education

By Philip Carlucci and Robert F. Johnson. Meeting expectations is passé. Today, it's all about exceeding expectations. Most colleges and universities understand that IT is integral to their function; however, few administrators truly understand the value of IT. This lack of understanding holds many universities back from capitalizing on information technology and the expertise of IT professionals. Technology pervades and facilitates nearly every university activity, from the library to the classroom to the administration buildings. IT leaders in higher education must package and market the value the IT department has and can deliver. Knowing that IT adds value to the campus is not enough. We must be able to both define that value and communicate it effectively to the President, Board of Trustees, and other university decision-makers.
We should look to the marketing folks for lessons. Not only are they adept at promoting a school’s brand, they are masters at promoting their value to the rest of the organization. Remember, marketing is not a department; it is a part of the university. Most IT organizations have never won awards for their marketing prowess. However, if IT doesn’t market itself well to the university, who will? Read more...