Marketing in universities and educational institutions often takes a backseat due to the importance given to academics or new programme development. While some universities are well funded by the government or alumni endowment contributions, most private small institutes earn all their money through tuitions. Thus there is a need to separate marketing from communications or fundraising offices. CMOs need to find a way in order to get greater leverage at educational institutes. In case of increased revenues, marketers will find themselves in important positions framing corporate strategy even.  In order to do so, thorough study needs to be made by the department on demographic trends and on historical spending on business development versus actual results. Source:

Source: http://www.forbes.com/sites/kimberlywhitler/2015/07/22/from-staff-marketer-to-strategic-leader-how-a-marketer-changed-the-role-of-marketing/