Marcoms professionals in business schools face an uncertain future, having to deal with growing tensions in their institutions. 

The new Knowing Me Knowing You report from Roe Communications, CarringtonCrisp and EFMD Global discovered budget challenges, lack of clear strategy, geopolitical uncertainty and inevitably, having to deal with the impact of AI.

Teams are being asked to deliver more, whether that is content, results or measurable impacts. At the same time, they are operating under significant constraints with reduced budgets, stretched staffing and inconsistent institutional support.

Drawing on insights from 59 senior practitioners across more than 15 countries, the third edition of the study examines the major challenges faced by marketing and communications in business education, with recommendations for action.

Insufficient budget

For the first time, insufficient budget is identified as the single biggest challenge. Cited by 59% of respondents, it reflects a wider environment of fiscal pressure in higher education, but one where marketing communications teams are expected to maintain or even improve their output.

This is closely followed by the problem of conflicting priorities. Over half of respondents (54%) point to misalignments and being pulled in multiple directions by competing internal agendas, compounded by 44% of respondents reporting that their work is not fully valued by academic colleagues.

Externally, problems are increasingly complex, including geopolitical uncertainty, changing student flows, and shifting government policies. Magnifying both these external and internal challenges is the evolution of technology, and in particular, AI. Compared to the previous study two years ago, AI has moved from cautious experimentation to everyday use, with more than two-thirds of respondents now using AI tools daily for a variety of activities.

Pros and cons of AI

While AI’s benefits, such as increased efficiency are clear, the downsides are equally apparent. By helping marketing communications professionals to produce content, the risk is that business schools will increasingly sound more like each other. Most respondents see this threat with 69% saying differentiation is becoming harder to achieve. So how can AI be used to enhance distinctiveness not dilute it?

Changing communications channels…

The study highlights a shift in how schools are communicating. Investment is moving decisively towards digital channels, with video and social media seen as the most effective ways to engage prospective students. Not surprisingly, print is showing a rapid decline.

But familiar messages

While channel strategies are evolving, many business schools rely on familiar messages to show their impact. These include rankings, career outcomes, and alumni success. While these factors are fundamental, they are increasingly insufficient for differentiation on their own.

Signs of progress, but….

The good news is that many respondents (58%) say that marketing and communications is recognised as a strategic function within their business school. Equally, the use of data and measurement tools is becoming more sophisticated. And AI, despite its risks, is enabling teams to work effectively in an environment of squeezed resources.

However, the overall picture remains one of frustrating contradictions. The expectations of marketing communications teams are rising, in contrast to investment. Crucially, the gap between the strategic importance of marketing communications and its formal influence within business schools remains, with 57% of respondents relaying that they do not sit on their executive/leadership board.

The future?

The message for business schools is clear. For the marketing communications function to deliver, it needs to be better resourced, be included in strategic decision-making and operate within aligned organisational and marketing communications strategies. The data in this latest study highlight that too many business schools are falling short on some of these.

The smart use of resources and a genuine focus on the institutional brand are fundamental and will separate those schools that communicate effectively from those that simply communicate.

Access the report & knowledge sources

The full Knowing Me Knowing You study can be downloaded here.

For more in-depth discussion, discover “Key Challenges for Business Education Marcoms,” where Toby talks to Andrew Crisp and EFMD Director of Marketing and Communications Magda Wanot about the latest Knowing Me Knowing You study, covering topics including brand differentiation, budgets, the pros and cons of AI, and more.

For additional insights, announcements and perspectives for marcoms professionals, visit the conversation on Marketing Communications in Business Education.