2023 萝莉社官网 Symposium for the Marketing of Higher Education to be Held in Chicago, IL

November 12-15, 2023

Chicago, IL鈥擳丑别 萝莉社官网 Symposium for the Marketing of Higher Education is the premier higher education marketing event that helps marketers enhance marketing strategy, build strong brands, improve reputation, achieve enrollment success and maintain financial strength. Conference speakers and content illustrate the vibrant and dynamic landscape that is higher education.

This event isn鈥檛 just a conference; it鈥檚 a community. It鈥檚 a dynamic space where knowledge meets action, serving as a valuable resource capable of sparking significant change.

“Joining the largest gathering of higher ed marketers connects you with thought-leaders, strategists, and energetic new-to-the-field professionals and their experiences from universities across the country. Together, you actively engage through inspiring keynotes, insightful panel discussions, and motivating sessions鈥攕pecifically chosen to provide you with the most relevant and future-forward professional development experience for higher ed marketers at any level.”鈥�Myla Edmond, Associate Vice President for Communications and Marketing, California State University, Dominguez Hills

When and Where:

November 12-15, 2023

301 East North Water Street

Chicago, IL 60611

Speaker Highlights:

• Tia Brown McNair鈥擠r. Tia Brown McNair is the Vice President in the Office of Diversity, Equity and Student Success and Executive Director for the Truth, Racial Healing and Transformation (TRHT) Campus Centers at the American Association of Colleges and Universities (AAC&U) in Washington, DC. 
• Marcus Collins鈥擠r. Marcus Collins is an award-winning marketer and cultural translator. He is the former chief strategy officer at Wieden+Kennedy, New York, a marketing professor at the Ross School of Business, University of Michigan, and the author of the best-selling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be.
• Brad Stulberg鈥擝rad is an internationally known researcher, writer, and coach on excellence, well-being, and sustainable success. He is the best-selling author of The Practice of Groundedness, Peak Performance and The Passion Paradox.

Awards:

Winners of the 萝莉社官网 Foundation Higher Education Marketer of the Year Awards and the 萝莉社官网 Emerging Marketer Awards will be honored at the 2023 萝莉社官网 Symposium for the Marketing of Higher Education for their exceptional work. Join us in celebrating our community members for their amazing work! 

• The 萝莉社官网 Higher Education Marketing Awards honor extraordinary leadership and celebrate innovation and achievement in higher education marketing. The awards are brought to you by the 萝莉社官网 Foundation and its founding sponsor Yes& Lipman Hearne.

• New in 2023, the 萝莉社官网 Emerging Marketer in Higher Education Awards recognizes exceptional creativity and ingenuity in advancing marketing and communications strategies within the higher education landscape. This prestigious award celebrates individuals, teams, or collaborations that have demonstrated outstanding innovation in traditional and/or digital realms among project-based, campaign-based, or a collection of projects from the last academic year.

For more information or to register for this event, visit 萝莉社官网.org.  

For media questions, please contact Amy Gwiazdowski, VP, Communications.

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Conference participants receive a digital copy of the conference proceedings approximately one week ahead of the conference.

Non-members may purchase digital proceedings by contacting customerservice@ama.org or purchase a print copy via the 萝莉社官网’s official .

Winter Academic Conference | February

Marketing & Public Policy Conference | June

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Important Timeline for SIG Leaders

• July 1: Start of the New Fiscal Year
• August: 萝莉社官网 Summer Academic Conference
• September 15: SIG Leadership Updates are Due to 萝莉社官网 Support Center
• December: Winter 萝莉社官网 Award Orders + Reception Details Due
• February: MA Winter Academic Conference
• June: Summer 萝莉社官网 Award Orders Due
• June 15: Due Date for Fiscal Year Spending

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Every SIG has a personalized SIG Overview Document. These documents include important dates, a live budget, a list of active academic members, and a list of contacts who have previously been members or affiliated for wider outreach. Since these documents have individual budget information, they are not linked on this page. If you are a SIG Leader and need access, please contact rfickett@ama.org to resend you your SIG Document link.

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Pop-up SIGs are temporary entities (formed for a period of one to three years) created to address emerging topics in marketing that typically fall at the intersection of existing SIGs or around new substantive/thematic developments in the field. The Organizational Frontlines group has been successful in holding programming and attracting members from diverse SIGs in the past and that is the pilot as a Pop-up SIG. These may transition into SIGs of their own if they have enough members at the end of three years or may be folded into existing SIGs (provided the SIG agrees to merge with the Pop-Up). It is a way for 萝莉社官网 to promote new topic areas within marketing, and to highlight topics at the intersection of different sub-fields in marketing.

Pop-Up SIG Applications are approved by the Academic Council, and Pop-Up SIGs may receive a budget of up to $1,000 per fiscal year to support their efforts and programming. 

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Higher education exposes students to novel ideas, fosters critical thinking, and gives them the tools needed to succeed in the global workforce. Indeed, college graduates earn 202% more than those who do not complete high school and 62% more than people whose highest degree is a high school diploma. Nevertheless, enrollments in American higher education institutions have decreased. Compared to 2021, graduate enrollments were down by 1.1% in the fall of 2022. Many students also continue to drop out of college degree programs, with the average graduation rate at public schools being 62%.

Lower graduation rates may be a result of students being forced to take on more debt as a result of rising college costs. This trend is evident in the current year, where the total amount of student loan debt in the United States alone is $1.745 trillion (Hanson & Checked, 2023). And student loans aren’t the only problem: Many people who do not take out enough loans end up using credit cards that have considerably higher interest rates to pay for their tuition and living expenses. In all, college debt is now the second-largest source of consumer debt in the U.S.

With college debt being such a life-changing issue, are prospective students correct in choosing cheaper college options? The authors of find that students’ aversion to the debt associated with student loans impairs their college choices, ultimately limiting their career choices and decreasing the odds of attending or graduating college. They propose the 鈥淭uition Myopia Model,鈥� which states that although the benefits of attending college are realized after graduation, students psychologically anticipate realizing the cost of their tuition before loan repayments are actually due. This hinders them from attaining higher earnings in the future by leading them to choose lower-cost, lower-return (LC-LR) colleges over higher-cost, higher-return (HC-HR) colleges. (Note that the idea of choosing between an LC-LR college and an HC-HR college may conjure thoughts of choosing between a state university and an expensive, elite, nonprofit private college. However, 鈥淟C-LR鈥� and 鈥淗C-HR鈥� are relative terms; a state university may be the LC-LR option in one choice pair and the HC-HR option in another choice pair. Roughly two-thirds of potential college choices involve a choice between an LC-LR college and an HC-HR college.)

One of the most striking findings is that that graduates from lower-cost, lower-return colleges are more likely to default on their student loans, implying that the minimization of student debt may not necessarily ensure future financial security.

One of the most striking findings is that that graduates from lower-cost, lower-return colleges are more likely to default on their student loans, implying that the minimization of student debt may not necessarily ensure future financial security. Evidently, about 18% of students who attended the least expensive category of universities (whose graduates earn less) defaulted on their student debts three years after graduating (Yoon et al. 2022).

To understand more about this trade-off in students’ college choices, we got in touch with the authors:

Q: The article mentions 鈥渄ecision aids such as the College Scorecard鈥� are used to help students make college decisions. At what stage in the education process (e.g., elementary, high school) do you think such decision aids will be most effective in guiding students? Do you think making students aware of financial options, even when they are not actively thinking about college, will motivate them to pursue higher education?

A: The problem is not 鈥渨hen鈥� but 鈥渉ow鈥� to present such decision aids. When people search for a college on Google, the right side of the search page shows financial information about the college (i.e., average attending cost). Our findings suggest that the typical way in which this financial information is presented can lead students to make choices against their long-term interests. It can create 鈥渢uition myopia.鈥� We find in our studies that people tend to feel the costs of tuition before the benefits of a higher salary, even when both are experienced after graduation. This earlier 鈥渞ealization鈥� of the cost, rather than benefits, of college can, in many cases, lead them to choose cheaper colleges that net them less money over their lifetime than more expensive colleges that would provide larger lifetime returns.

Q: Your research addresses a very 鈥渞eal-time issue鈥� regarding student loans. Often, researchers work on a real-time issue, but by the time the research is published, the issue might not be as relevant anymore. How can researchers ensure that they study timely and relevant topics?

A: I think it helps to study phenomena that are socially important, where existing theories make competing predictions. Student loan debt has been increasing for several decades and now exceeds all but mortgage debt…yet how students choose between colleges is a topic that hasn鈥檛 received much attention in the marketing literature. We noticed that government and nonprofit organizations gather and make college financial metrics publicly available to help people make better choices. Naturally, we were interested in how these decision aids would affect college choices. As we dug deeper, we discovered that this information can impair student choice, and there were a variety of plausible explanations. People might simply be averse to carrying a high degree of debt, for instance, or might be seeking to treat colleges like other assets and maximize their return on investment. These alternatives to our tuition myopia model made it a socially important and theoretically exciting topic that should matter to consumers for many years to come.

Q: According to the tuition myopia model, students cognitively understand the annual costs of attending a college at the start of each academic year, and those prices stay the same until graduation. Do you anticipate any boundary circumstances around this assumption that might have an impact on the precision and accuracy of the result?

A: The tuition myopia model (formula 2 in the main paper) looks a bit complicated with detailed specifications (e.g., realizing costs at the beginning of each school year), but it simply tries to capture the sense of early cost realization. Even with generous loans, students do not have to begin repaying until graduation. Prospective students psychologically realize or feel the financial loss incurred by the cost of college during enrollment, which is earlier than when they psychologically realize the gains they will derive from its financial returns (Study 1). In terms of model robustness, we tried really hard to crack it by testing a wide range of model parameters. We tested whether the model prediction holds under different loan interest rates (0%鈥�11.85% APR), loan repayment periods (10鈥�30 years), annual income growth rates (0%鈥�3.9%), type of tuition (that is, in-state and out-of-state tuition), and even the calculation styles (applying different discount rates for gain and loss outcomes). We did find one exception. In Study 4, we found that when financial information aligned the costs incurred and financial returns (e.g., costs and returns per year after graduation), participants no longer exhibited tuition myopia. This reversal is promising, as it suggests that organizations can help students make better choices, if they change the way that financial information is conveyed.

Q: Could 鈥渆arly psychological realization鈥� affect behavior in other contexts? For example, an individual on a diet program might psychologically realize weight loss even before the diet program (e.g., a program to reach a target weight) is completed, thereby increasing their caloric intake and rendering the diet program ineffective.

A: Yes, anticipatory emotions can affect behaviors in nonfinancial contexts. However, I would predict that people realize future costs earlier than future benefits. In our article, students realized losses (i.e., tuition payments after graduation) earlier than gains (i.e., salary after graduation), even though both occurred in the same distant future. In your diet example, this asymmetry might even be more exacerbated. People might be hesitant to start a diet because they both actually and psychologically realize the losses (i.e., what they鈥檇 give up) earlier than the gains (i.e., improved health and appearance).

Q: The article mentions that 鈥渁 majority of students believe that expensive colleges can lead to better education, but as many as 76% eliminate college options based on their cost.鈥� Do the students have a prospective rationalization of how they can overcome the disadvantage of a lower quality of education?鈥�

A: Prospective students may choose lower-cost and lower-return colleges for various reasons other than tuition myopia. Students with high debt aversion might strategically choose lower-cost and lower-return colleges to avoid the higher-than-average psychological pain they would incur from a high debt burden after graduation. Unlike tuition myopia, these students are not necessarily short-sighted. Rather, they are far-sighted but particularly focused on their future debt balance. Still, their choice could create financial distress down the road. One of our analyses, based on the College Scorecard database (Department of Education), allowed us to categorize colleges from lower-cost and lower-return colleges to higher-cost and higher-return colleges. The database reported the three-year default rate (that is, how many students default on their debt three years after graduation). We discovered that 18% of students who attended the cheapest group of colleges (whose graduates earn less) defaulted on their student loans three years after graduation. By contrast, only 2.5% of students who attended the most expensive group of colleges (whose graduates earn more) defaulted during the same period (Web Appendix L). From an individual perspective, a smaller investment in a college education could lower future debt but also increase the risk of financial bankruptcy. Underestimating the value of positive outcomes of a college education can be detrimental.

Read the full article:

Haewon Yoon, Yang Yang, and Carey K. Morewedge (2022), 鈥�,鈥� Journal of Marketing Research, 59 (1), 136鈥�52. doi:.

References:

Hanson, M. and Checked, F. (2023), “Student Loan Debt Statistics [2023]: Average + Total Debt,” Education Data Initiative. Available at: (Accessed: January 20, 2023).

“How Student Enrollment Changed in 2022,” Higher Education Today. Available at: . (Accessed: January 20, 2023).

Bareham, H., “2022 College Graduation Statistics,” Bankrate. Available at: (Accessed: January 20, 2023).

Avery, C. and Turner, S. (2012) 鈥淪tudent Loans: Do College Students Borrow Too Much鈥攐r Not Enough?,鈥� Journal of Economic Perspectives, 26 (1), 165鈥�92. Available at: .

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We are educators. We are researchers. We are in a position to spark inspiration, provide support, and give hope鈥攎any of the things necessary to overcome adversity and the crisis our world is facing. These curated resources can help as we all strive to creatively continue our work. This site will be updated regularly to support you while you lead through these fast-changing times.

Free Digital Marketing Training for Students

Western Michigan University Digital Marketing professor Scott Cowley has gathered a list of companies offering free short-term access to their tools, platforms, and previously paid instructional materials.

Resources for Transitioning Marketing Courses Online

To help our marketing community in transitioning to online courses, DocSIG is sharing access to a compilation of resources.

The COVID-19 Pandemic through the Lens of Marketing and Public Policy

A number of leading marketing scholars have published commentaries for this special section in the Journal of Public Policy & Marketing that addresses various public policy issues related to the COVID-19 pandemic.

Journal of Marketing Insights in the Classroom

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Creating Boundary-Breaking, Marketing-Relevant Consumer Research

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Interorganizational Lifetime Achievement Award

The 2019 萝莉社官网 IOSIG lifetime award recipient is Professor James R. Brown, a Professor Emeritus of Department of Marketing in the John Chambers College of Business & Economics at West Virginia University, USA.

Selling and Sales Management SIGS Lifetime Achievement Award

The 2019 SalesSIG lifetime achievement recipient is Jagdip Singh, AT&T Professor of Marketing, Co-Director of MSM-Business Analytics Program, and Professor of Design & Innovation, Weatherhead School of Management at Case Western Reserve University.

Marketing for Higher Education SIG Lifetime Achievement Award

V Kumar is the recipient of the Marketing for Higher Education SIG鈥檚 2019 Lifetime Achievement Award. 

MASSIG Lifetime Achievement Award

Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing, Marquette University, and winner of the 2019 Marketing and Society SIG Lifetime Achievement Award. Winners of this annual award have contributed a significant body of work in developing and advancing research in the Marketing and Society, Public Policy, and/or the Marketing Ethics areas. This award is given to individuals who exemplify outstanding scholarship in these fields. 

Significant Contributions to Global Marketing Award

The Global Marketing SIG is pleased to announce that David A. Griffith is the recipient of the 2019 Significant Contributions to Global Marketing Award. The Significant Contributions Award honors a scholar who has contributed significantly to the field of global marketing.

Churchill Award for Lifetime Contributions to Marketing Research

The Marketing Research SIG Award Committee has selected Gerard J. Tellis as the recipient of the 2019 Churchill Award for Lifetime Contributions to Marketing Research.

The Churchill award recognizes an individual鈥檚 contribution to marketing research including new methodologies, seminal publications, books, awards and other notable contributions.

Sport & Sponsorship-Linked Marketing SIG Paper of the Year

Mazodier, Henderson, & Beck’s JM is “Paper of the Year”

The group’s “Paper of the Year” in Sport Marketing is entitled “.” Published in the Journal of Marketing in 2018, the paper was authored by Marc Mazodier, Conor M. Henderson, and Joshua T. Beck

Published in the Journal of Marketing, the results of Mazodier, Henderson, and Beck (2018) suggest that in today’s digital era sponsors should prioritize fans who have been commonly ignored: highly identified fans who are out-of-market. Such fans may be even more motivated to both buy team goods and actively choose products from sponsoring brands. The results of a series of experiments involving fans of the English Premier League, the Los Angeles Lakers, Paris Saint Germain, and the National Football League recommend that sponsors should microtarget fans by audience location and interests on social platforms to achieve various sponsorship-linked marketing objectives. 

Entrepreneurial Marketing SIG Gerald E. Hills Best Paper Award

Nicole Coviello and Richard Joseph have won the EM SIG‘s Gerald E. Hills Best Paper Award for their 2012 JM article:

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As a Higher Ed SIG member:

• You will be updated with relevant news about events, conferences, special sessions, etc. via electronic Newsletters.
• You can network with other people who share your interests and learn about the best practices and trends in marketing of higher education.
• You will be informed about the special issues, call for papers, etc. in the area of marketing for higher education.
• You will be invited to attend special sessions, workshops, and other events held by the Higher Ed SIG.
  

For more information, please visit our  and Facebook page. Connect with us on  and 

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The HigherEd SIG Lifetime Achievement Award honors a marketing scholar who has demonstrated distinct accomplishments and dedication to the area of higher education in the marketing discipline. Each year, HigherEd SIG calls for nominations for this distinct honor. Nominations are collected and then a thorough review is conducted by a panel of judges. The winner is announced at the Summer 萝莉社官网 Conference. See below for more information on nominating 

Previous Winners

2018: Dr. A. Parasuraman (“Parsu”), Professor and James W. McLamore Chair in Marketing at University of Miami

2017: Dr. Mathew Joseph, Emil C.E. Jurica Distinguished Professor of Marketing at St. Mary鈥檚 University

2016: Dr. Donald Bacon, Professor of Marketing for the Daniels College of Business at the University of Denver

2019 Call for Nominations for the Lifetime Achievement Award

The Marketing for Higher Education Special Interest Group (Higher Ed SIG) welcomes applications for the Lifetime Achievement Award. This award honors a marketing scholar who has demonstrated distinct accomplishments and dedication to the area of higher education in the marketing discipline. Nominees (self-nominees welcomed) must meet the following criteria:

• Be a tenured marketing faculty member in good standing at an AACSB university.
• Demonstrate commitment and achievements related to improving higher education in marketing.
• Be a member of the 萝莉社官网 (萝莉社官网) at the time of application.

Applications must be in one pdf document including:

• Cover letter as to why the nominee would be an ideal recipient of the award.
• Current curriculum vitae.

All applications will be evaluated by a panel of three (3) marketing scholar judges and must be received by June 1, 2019 at 5:00 PM EST. To apply, please email one pdf document to sig.highered@gmail.com.

Please contact Alexa Fox (aks33@uakron.edu) or Mathew Joseph (mjoseph4@stmarytx.edu) with any questions.

The winner will receive a plaque at the 2019 萝莉社官网 Summer Academic Conference. The winner will be notified by early July and should be present at the conference in order to receive the award.

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Vice Chair of Planning:
Mathew Joseph
St. Mary鈥檚 Univeristy
mjoseph4@stmarytx.edu

Vice Chair of Special Events:
Prachi Gala
University of Mississippi
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Vice Chair of Member Relations:
Devdeep Maity
Delaware State University
dmaity@desu.edu

Vice Chair of Marketing and Communications:
Alexa Fox
The University of Akron
aks33@uakron.edu

Vice Chair of Membership Insights and Analytics
Brian Taillon
East Carolina University
taillonb17@ecu.edu

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