Gone are the days when higher education institutions could rely on a steady stream of students to walk through their doors. The sector has become fiercely competitive and universities have had to rise to the challenge of competing in a global market by communicating their core message through corporate marketing.
Effective marketing helps a university attract the best students and staff while also enhancing the institution’s reputation on the world stage. The marketing and communications office (sometimes called ‘External Relations’) is central to promoting the work of a university, both at home and abroad.
The higher education sector has a wide range of non-academic career opportunities for both aspiring and experienced marketing professionals. Here we take a detailed look at the work of a university marketing and communications office and the types of roles available within this dynamic area of HE professional services.
What does the marketing and communications office do?
The core remit of marketing and communications is to advance a university’s brand and visibility among prospective students, staff, stakeholders and local and international partners.
The marketing team spearheads the planning and delivery of the university’s marketing and public relations strategy, working with every department across the organisation and collaborating with a variety of external agencies in the wider community.
However, there is much more to the marketing and communications office. The team are responsible for a wide range of activities, such as:
- Visual identity and branding: including print design, intranet, audio and video production, website design and photography
- Digital marketing
- Advertising strategy and delivery
- Internal and external communications, both print and online
- Event management
- Home and international student recruitment
- Media and public relations
- Social media management and digital engagement
- Market research and insight
- Widening participation strategy
- Commercial group marketing
- Stakeholder and community engagement
Structure of HE marketing and communications
Most universities have a centralised marketing and communications office within their professional services offering. The office will generally be divided between marketing, who deal with planning, strategy and brand management and communications, who produce print and digital marketing materials and campaigns.
The marketing and communications team has a huge reach across the university and incorporates many other HE professional services, from student recruitment/admissions to the international office, within its remit:
Marketing and communications are usually led by a Chief Marketing Officer/Director who would sit on the university’s executive board and is responsible for the full range of the university’s external relations, recruitment and promotional initiatives. A senior leadership team works under the director, with each member responsible for a different marketing and communications area.
In an increasingly cut-throat higher education market, universities are allocating more of their budgets to promotional activities. A typical annual revenue budget can be between £3million and £5million, with a staff of between 50 to 100 people, depending on the size of the university.
What’s it like to work in HE marketing and communications?
Universities depend on their marketing and communications office to relay their message to the world in order to attract students, staff and new research partnerships and funding.
The marketing and communications department offers a wide range of exciting and creative roles in multiple areas within higher education. From entry-level roles, such as Communications Assistant to more senior positions such as Marketing Officer, there is plenty of scope for career progression.
Much like other marketing departments in large organisations or companies, no two days are the same within this fast-paced area of HE professional services. A day in the life of a HE marketing professional could include writing eye-catching promotional materials, working with printers and copywriters and liaising with colleagues across the institution on exciting projects which enhance the status of the organisation.
Below we take a look at typical jobs in HE marketing and communications and the qualifications and experience required, ranging from entry-level to senior–level roles.
Job Profiles
Higher education marketing and communications roles offer excellent working conditions, benefits, training, competitive salaries and opportunities for career progression.
Below are some of the marketing and communications roles you might come across during your job search:
- Director of marketing
- Student marketing manager
- Marketing officer
- Marketing assistant
- Campaigns officer
- Events coordinator
- Brand manager
- Alumni relations officer
- Creative communications officer
- Graphic designer/photographer/editorial assistant/copywriter
- Director of communications
- Communications officer/manager
- Internal communications officer
- Communications assistant/administrator
- Widening participation officer
- International recruitment officer
The qualifications, experience and skills you will need depend on what level of marketing position you are applying for. Here we look at three typical marketing and communications roles in HE, from entry to senior level.
HE Marketing and Communications: Entry-level jobs
Job title: Marketing Administrator/Assistant
What does a HE marketing assistant do?
- Provides administrative support to the central marketing team or a smaller marketing team within a faculty or school.
- Helps to develop and implement marketing strategy.
- Organises and assists at corporate, student and staff events.
- Communicates with students, departmental staff, external agencies and stakeholders.
- Liaises with designers, copywriters, printers and photographers.
- Assists with the management of social media channels and web content.
- Provides support for digital marketing campaigns.
- Writes, edits and proofreads marketing materials in print and online.
- Updates web pages, newsletters and other online marketing publications.
What qualifications and experience do you need?
A degree is not always necessary for entry-level marketing and communications roles in higher education. Most positions at this level require candidates to hold Level 3 qualifications (A Level or equivalent) and GCSE qualifications in both English and maths.
Experience in marketing, public relations, communications and web content creation/design are highly desirable for entry–level roles, although not always essential.
What’s the pay?
HE marketing assistants generally earn between £18,000 and £23,000 p.a. rising to between £26,000 and £30,000 p.a. on gaining experience and promotion.
What skills and knowledge do you need?
- Excellent organisational, communication and interpersonal skills
- Ability to liaise with staff and students across the university and external partners with a high level of professionalism and confidence
- Good IT skills including proficiency in Microsoft Office suite, particularly Word, Excel and Outlook
- Experience of working in a marketing environment, either paid or voluntary.
- Knowledge of digital marketing, social media management, web design and creation, proofreading, copywriting and editing.
- Ability to multi-task to deadline on a variety of projects.
- Commercial awareness, self-motivation and an eye for detail.
What can it lead to?
If you have no relevant qualifications in marketing and communications, most universities will help you to gain qualifications on the job.
Professional qualifications in this area are offered by various organisations, such as the Chartered Institute of Marketing (CIM), and you may receive financial support or study leave from your employer to undertake this type of Continuing Professional Development (CPD).
On gaining experience at ground level, many HE marketing assistants and administrators can progress to more senior roles, such as Marketing and Communications Officer/Executive.
Alternatively, there may be marketing opportunities within other departments across the university. Higher Education is a vast community of experts and professionals – getting a foot in the door in an entry-level role is a great way to start your career in marketing.
Search for Marketing Assistant Jobs
HE Marketing and Communications: Mid-level jobs
Job title: Communications Officer
What does a HE communications officer do?
- Creates and manages the internal and/or external communications of the university or on behalf of a specific faculty, school or department.
- Produces expertly written and creative communications and content, both in print and online, for a range of audiences.
- Collaborates with in-house and external agencies such as printers, photographers, graphic designers and copywriters to produce materials in line with the university’s brand.
- Works closely with colleagues across the university to ensure consistency and quality of digital and printed materials and content.
- Produces and manages engaging content for the university’s website and social media channels.
- Copyedits and proofreads all communications, including those written by colleagues and assistants.
- Liaises with the press and public relations office to promote activities, events and news to a range of audiences both within and beyond the university.
What qualifications and experience do you need?
Most universities require candidates to be educated to degree level for communications roles, preferably in a relevant area such as English, media studies, journalism or publishing (or a degree with additional professional qualifications in these areas).
Experience in a similar media, communications, public relations or marketing role is highly desirable.
What’s the pay?
HE communications officers can expect to earn between £26,000 and £38,000 p.a. rising to £41,000 to £46,000 on progressing to a senior communications role.
What skills and knowledge do you need?
- Excellent written and verbal communication skills and the ability to write for a range of media and audiences.
- A high level of accuracy in written communications and the ability to produce content to tight deadlines.
- Knowledge of all communications channels, including social media, and proven ability in using web analytics tools.
- Ability to communicate effectively and confidently with students and colleagues, external partners and stakeholders globally.
- Proficiency in Microsoft Office, including Word, Excel and PowerPoint. Experience of other presentational and communications software.
- Excellent time management and organisational skills, able to manage own workload and prioritise tasks in a busy work environment.
What can it lead to?
Most HE institutions offer excellent training and CPD packages to their professional services staff. The natural progression from a communications officer role would be to a more senior role such as communications manager, senior press and public relations officer or marketing manager/executive roles.
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HE Marketing and Communications: Senior-level jobs
Job title: Student Marketing Director
What does a HE student marketing director do?
- Leads a team of marketing, communications and student recruitment officers.
- Coordinates promotional activities and initiatives to attract prospective students.
- Develops and leads global marketing campaigns, student recruitment events (such as open days), communications and direct marketing across all channels.
- Manages a range of relationships with internal and external stakeholders in line with the institution’s strategic marketing policy.
- Ensures brand visibility and messaging to enhance the university’s position and reputation among prospective students.
- Collaborates with schools and colleges at application stage.
- Shapes the end-to-end experience of prospective students.
- Manages large marketing budgets, prioritising key areas of the university’s student recruitment strategy.
What qualifications and experience do you need?
A degree is essential for candidates of senior-level marketing jobs. Any relevant postgraduate/professional qualifications in marketing or similar are also highly desirable.
Experience of working in a senior marketing and communications position – preferably within higher education – is essential. A proven knowledge of developing and implementing campaigns, marketing strategy and brand management, as well as leadership and management experience, is also required.
What’s the pay?
Between £52,000 and £63,000 p.a. and upwards, depending on qualifications and experience.
What skills and knowledge do you need?
- Ability to develop and sustain long-term vision and planning for the university.
- Outstanding written, oral and interpersonal skills.
- Ability to work collaboratively and provide leadership to a large team across the university.
- Creative, innovative thinking and application of ideas.
- Project and process management skills, working to tight deadlines.
- Effective negotiating and influencing skills when dealing with colleagues and stakeholders, both internally and externally.
Where will it lead?
The next step up for a student marketing director could be Chief Marketing Officer, who would be part of the university’s senior leadership team. Alternatively, a move to another senior leadership position within another area of university marketing and policy-making.
Search for Senior Marketing Jobs
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