In this conversation, Dr. Gregor Thuswaldner and Dr. Jeffrey Buller discuss the concept of entrepreneurial academic leadership, emphasizing the need for flexibility and adaptability in higher education. Dr. Buller, a higher education expert for over 30 years, differentiates between genuine entrepreneurial leadership and cliched descriptors. This episode explores the challenges faced by provosts and highlights the importance of balancing profit orientation with institutional mission. Dr. Buller also addresses the necessity of calculated risk-taking, owning mistakes, and the evolving landscape of higher education leadership.

Takeaways

• Entrepreneurial academic leadership requires flexibility and adaptability.
• The term 'entrepreneurial' can mean different things to different people.
• Provosts face unique challenges in balancing diverse academic programs.
• Profit orientation should focus on reinvesting in the institution.
• Mistakes are inevitable; owning them is crucial for growth.

In this conversation, Dr Gregor Thuswaldner and Dr. Terry Flannery discuss the critical role of provosts in shaping and supporting university marketing strategies. Dr. Flannery emphasizes the importance of collaboration between provosts and chief marketing officers, the need for a compelling academic brand, and overcoming skepticism among faculty regarding marketing. Dr. Flannery also highlights the significance of digital marketing, data-driven strategies, and building relationships with alumni and donors. The discussion touches on future trends in higher education marketing and the necessity of integrating marketing efforts across various university divisions.

In this conversation, EdUp Provost host, Dr. Gregor Thuswaldner, discusses the pressing challenges facing liberal arts institutions with Dr. Lynn Pasquerella, President of the Association of Colleges and Universities (AAC&U).