The 2009 American Marketing Association (AMA) Symposium for Higher Education included an incredibly engaging keynote speaker, a bevy of college and university marketing professionals ready to share their experience and expertise, and a bounty of vendor-sponsored refreshment breaks (keeping us all well-fed and caffeinated).

The topics today ranged from social to direct marketing, Gandhi to Google, and high tech to high strategy. One of the overarching themes was a pleasant surprise – measurement.

It seems that in the mayhem of technologies amidst goals to increase enrollment and decrease budget there is a sudden awareness of the staying-power that measurement vision provides. Brand marketers are moving – sometimes uncomfortably – toward the quantitative realm. Read more… »