As a marketing professor who researches leadership structures, I recently co-authored one of the first major studies on CMOs in higher education, along with my colleagues Aisha Ghimire and Cong Feng. In the paper, which is under review at the European Journal of Marketing, we examined thousands of data points from 167 public universities from 2010 to 2021. Our goal was to see whether having a chief marketing officer actually affected performance. We found that having a chief marketing officer is linked to a significant boost in enrollment. On average, student enrollment rose by 1.6% more at schools that had chief marketing officers than at those that didn't. That may not sound like much, but in a competitive environment where many schools are struggling to maintain their numbers, even small gains can mean millions of dollars in tuition revenue. In this context, CMOs appear to help universities better understand prospective students, fine-tune recruitment messages and coordinate...
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