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Marketing Communications Today Blog


About Marketing Communications Today

Marketing Communications Today is a collection of resources for marketing communications professionals filled with industry research, marketing trends, and career information about integrated marketing and data-driven communications. Learn industry insights through the Marketing Communications Today blog, podcast, as well as Integrate Online.

Fueled by the academic innovation coming out of WVU’s own Integrated Marketing Communications, Data Marketing Communications and Digital Marketing Communications programs, this content will provide both aspiring learners and seasoned marketing professionals with better insights into what’s now and what’s next in marketing and communications.

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Too Many Tools, Too Little Think: Tackling the Challenge of Marcom Measurement

Marketers are under mounting pressure to demonstrate results. In this episode, the renowned measurement master Katie Delahaye Paine shares her latest tips on how to successfully overcome the challenge while preparing for the new developments ahead. Join us to learn two key reasons this issue persists, why you need to set the right objectives, and how silos and fiefdoms can doom your efforts. Innovative AI-driven tools are on the way, but we must apply them with care.

Cyndi Greenglass: Are all marketing measurements up for the challenge?

Read Full Article: Too Many Tools, Too Little Think: Tackling the Challenge of Marcom Measurement

The Future of Higher Education Marketing

The landscape of higher education has experienced major changes, but it is set to undergo a sweeping transformation in the years ahead. A smaller Gen. Z cohort, combined with increased talent demands in the industry bring both threats and opportunities for academic instruction. Who will survive, and how will they thrive? In this week’s episode, we tackle two compelling opportunities: how marketing professionals should evaluate the role of higher education in their career ladder, and how schools should borrow from the B2B playbook to competitively market themselves for the future. Take a listen with our esteemed guest, Chad Mezera, Assistant Dean of Online Programs for the Reed College of Media at West Virginia University. Chad literally “wrote the playbook” on online education, and has turned WVU’s higher education programs into award-winning, innovative online degrees.

Ruth Stevens: What do you think marketing education is going to look like tomorrow?

Chad Mezera: I think the opportunity here is really understanding your audience and what they need. One of the things that has differentiated our approach is that we've been able to maintain high practitioner focus. With all of our programs, both at the graduate undergraduate level, but particularly at the graduate level, there's a dedication to keeping pace with what's happening in the industry. In the last 15 years, the industry has changed dramatically and education, at its core, needs to keep up with where the market is and with where employers are. Early on in in my higher education career, I had a disagreement with a mentor of mine about how education should be approached and what the value proposition is for the students. He was vehement that we don't do training in higher education and that we focus on global thinking and the critical thinking and let the employers do the training. And, maybe 20 years ago, that was a much more relevant approach, but I think now there's a shift and education has to serve a need that isn't just about how people think and their ability to do critical thinking, but also how they're able to do that work within a particular career. From the perspective of where marketing education is going, I see a lot of successful programs that are trying to find the right balance between the higher education philosophy and the needs of today's employers.

Read Full Article: The Future of Higher Education Marketing