University marketers are in the spotlight more than ever before. Increasingly, their organisations rely on them to drive higher numbers of student applications – especially to MBAs and business-oriented courses – as well as attracting research funding, joint venture investment and corporate partnerships.

A key element in achieving that is a strong brand identity. Yet it can be hard to explain to colleagues in senior management and finance why they should invest in this rather than another ad campaign or event. They produce demonstrable return, while the commercial benefits of a strong brand are far more difficult to articulate.

But as funds become ever scarcer and competition increases, good marketing will become more critical.