Explore the distinct roles and objectives of marketing and communications, gain insights into how each function contributes to the institution's goals, and learn how these functions are commonly organized and operate to support student enrollment, alumni engagement, and institutional advancement.

Dive into the strategic approaches for enhancing student enrollment, fostering strong alumni relations, and driving advancement marketing. You’ll learn effective techniques to attract prospective students, engage alumni through meaningful interactions, and implement successful fundraising campaigns. 

Explore key communications verticals essential for educational institutions. You will learn methods for effective internal leadership communication techniques, strategies for managing crisis communications, and best practices for media relations. Develop the skills needed to navigate complex communication challenges, ensuring clear, consistent, and impactful messaging across all levels of the institution.

Learn about the different types of marketing research and explore research methods, research tools, and research analysis. Equip yourself with the knowledge and skills to conduct the robust marketing research that drives informed decision-making and effective marketing. 

What makes an institutional brand? Explore the concept of an institutional brand, understanding its significance and impact. This module covers the development of a brand platform, including key components such as brand identity, values, and messaging. Additionally, participants will learn about brand and reputation metrics, gaining insights into how to measure and enhance the institution's brand perception and reputation effectively.

✓

Level 1 - Early Career (acquire knowledge about the common core of the advancement function for new professionals and mid-career professionals transitioning into advancement)

✓

Level 2 - Emerging Early Career (develop technical, explicit knowledge in a chosen specialty and grow skills in the advancement competencies)

Level 3 - Practicing/maturing Mid-Career (work on achieving fluency in all aspects of advancement and grow leadership skills and gain a deeper understanding of ethics)

Level 4 - Senior/experienced Mid-Career (develop deep expertise in your discipline and your understanding of other disciplines)

Level 5 - Expert Seasoned Professional (develop an understanding of the role advancement plays in executing higher-level institutional strategy)

Level 6 - Leadership/Transforming Seasoned Professional (contribute with work that is more strategic than managerial and maintain a multidisciplinary understanding and portfolio)

Global and Cultural Competence
Working effectively with and for people from different geographies and cultural perspectives (Cultural intelligence, understanding bias, creating a safe work environment for all)

✓

Integrity and Professionalism
Excellence in conduct representing oneself and one’s institution and the profession (Builds and maintains trust, ethical conduct, personal accountability, storytelling, effective communicator, presenter and facilitator)

✓

Business and Financial Acumen
Understands the business situation and financial factors and takes responsibility for the best course of action (Data based decision making, financial fluency, institutional business knowledge, industry business knowledge)

✓

Industry/Sector Expertise
Focused upon knowledge and skills requisite to specific domains of practice within the profession (Fundraising, Constituent and Alumni Relations, Marketing and Communications, Public Affairs and Government Relations, Management, Advancement Services)

✓

Relationship Building
Effectively utilizing interpersonal skills to build and maintain strong professional relationships between the organization and internal and external stakeholders (Effectively engage volunteers and stakeholders, consensus building, collaboration and teamwork, stewardship, negotiation, conflict resolution, proactive relationship development)

Emotional Intelligence
Recognizing emotions and understanding how they impact you and others to guide thinking and behavior (Active listening, self-awareness, empathy, social awareness, social skill)

Strategic Thinking
Employs methods and processes to view a situation, assess factors, and create effective implementation plans with measurable results (Align strategy with action, critical thinking, innovative problem solving, change management, adaptability to complexity, strategic planning, understanding data and context, strategic stakeholder engagement)