A Deeper Look at Proprietary Marketing Expenditures
Posted: June 1, 2010
Author: Randy Shumway
Some commentators condemn the proprietary education industry for spending more on marketing than public and private not-for-profit (traditional) schools. Ultimately, this argument is founded on the premise that traditional and proprietary schools should expend similar quantities and types of resources in marketing. But should we expect similar marketing expenditures from all colleges and universities?
This paper compares marketing expenditures at public, private, and proprietary colleges and universities. The findings reveal specific and unique student motivations that demand different higher education marketing approaches.
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Randy ShumwayRandy Shumway founded the Cicero Group in 2001 with four people working out of a basement. At the beginning of 2017, when Randy stepped down as CEO, Cicero had grown to over 350 professionals with offices crossing the United States. In 2016, Randy was awarded Utah’s Lifetime Achievement award and was named CEO of the Year in recognition of his professional accomplishments. Randy’s vision in founding Cicero was to deliver more than mere strategic recommendations to organizations but to actually roll-up sleeves and help organizations effectively execute the ideas. During his more than 17 years at Cicero, Randy has led multiple transformation and operational excellence engagements for Fortune 1000 clients in such sectors as High Tech, Telecommunications, Life Sciences, Manufacturing, Financial Services, Consumer Products, and Education. Having stepped down as CEO, Randy today leads the Transformation and Operational Excellence practice at Cicero as well as the firm’s private equity subsidiary. Randy is on the corporate board of Snowhite and of Angoss Software (TSX: ANC). He serves on two state-appointed boards – the state’s Economic Council and its Education Commission. Randy serves on multiple volunteer boards such as Southern Utah University, Utah’s Employment Taskforce, Boy Scouts of America Great Salt Lake Council, and EducationFirst. He is a prolific author in the Deseret News and in Forbes regarding effective education and economic public policy. Prior to starting Cicero, Randy was the Executive Vice President and Managing Partner at Answerthink. He started his career at Bain & Company. Randy obtained his MBA from Harvard Business School, graduating with highest academic honors (Baker Scholar).
