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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Author
Randy Shumway
Randy Shumway founded Cicero Group (www.cicerogroup.com) in 2001. It began humbly, with four people working out of Randy’s house. At the beginning of 2017, when Randy stepped down as CEO, Cicero had grown to a highly-respected, global management consulting firm. In 2016, Randy was awarded Utah’s Lifetime Accomplishment and CEO of the Year in recognition of his professional accomplishments. In addition, since 2010, Cicero has repeatedly been recognized as one of the Best Companies to Work For, Fastest Growing Companies, and Best of State.
Randy’s vision in founding the company was for Cicero to reside at the crossroads of data, strategy, and transformation, with Cicero helping organizations make and implement better decisions by harnessing the massive amounts of information increasingly available.
During his more than 17 years at Cicero, Randy has led multiple strategy, transformation and operational excellence engagements for Fortune 1000 clients as well as non-profits and government entities. His experience spans such sectors as High Tech, Telecommunications, Life Sciences, Manufacturing, Financial Services, Non-Profit, Government and Education. Today, Randy continues to serve as the Chairman of the Board. And he is still actively involved in the company, leading the Strategy and Transformation practice at Cicero along with leading the firm’s social impact private equity subsidiary.
Prior to starting Cicero Group, Randy was an Executive Vice President and Managing Director at Answerthink (Nasdaq: ANSR), a 2,500-person global consulting firm. Before completing graduate school, Randy worked for Bain & Company and Dow Chemical.
Randy is the Economic Advisor to Zions Bank. And he is an Adjunct Professor of Strategy at the University of Utah David Eccles School of Business.
Randy is on the corporate board of Snowhite and of Angoss Software (TSX: ANC). He chairs the Governor’s Taskforce for Utah’s Workforce (Dignity of Work), serves on two state appointed boards – Utah Economic Council and the Education Excellence Commission – and serves on such volunteer boards as PPRC, Southern Utah University, and the Salt Lake Chamber of Commerce. He is a prolific author in the Deseret News and in Forbes regarding effective education and economic public policy.
Randy obtained his MBA from Harvard Business School, graduating with highest academic honors (Baker Scholar). He earned a bachelor’s degrees in International Business from Brigham Young University. He speaks Mandarin Chinese, having lived in Taiwan for two years as a volunteer Christian missionary.
Randy is married to Maureen Shumway and is the father of five. Maureen has a Bachelor of Science in Nursing and a Master’s degree in Early Childhood Development. She is a medical oncology nurse at Huntsman Cancer Institute. The Shumways live in Salt Lake City, Utah.
