Higher education: Using academic innovation and student engagement to differentiate your brand from the competition in challenging times

Sheri Lambert, Assistant Professor and Academic Director MS-Market Research & Insights and Amy Lavin, Assistant Professor and Academic Director MS-Digital Innovation in Marketing, Temple University at Fox School of Business

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Abstract: COVID-19 has changed the game in higher education. Universities and colleges across the globe are faced with staying true to their brand and delivering their coursework in a time when physical presence on campus is severely limited — if possible at all. There are ways to differentiate an Institution’s strategy and engage students so that they get a full college experience — even if they cannot set a physical foot in the classroom. Through this paper, educators and administrators will be introduced to three key strategies that can be employed to keep students engaged in content and perhaps even provide a more inclusive environment than the physical classroom. Threaded throughout the paper are theories on how to incorporate innovative strategies and communication channels to enhance brand messaging and build community in a largely virtual world.


Keywords: engagement; experiential learning; global immersion; virtual classroom; communication


Sheri Lambert, MBA is a globally recognised executive and award-winning educator with over 25 years of experience leading initiatives at the intersection of branding and marketing in both the public and private sectors. She is a faculty member in Marketing and Supply Chain Management at the Fox School of Business of the Temple University where she teaches Marketing Strategy, Digital Innovation in Marketing and Consumer Buyer Behaviour at the undergraduate, graduate and executive levels.


Dr Amy A. Lavin is an Assistant Professor of Management Information Systems at the Fox School of Business at Temple University. At Fox, Amy is the Academic Director of the Master of Science programme in Digital Innovation in Marketing and teaches courses at the undergraduate, graduate and executive level on information systems and data analytics, user experience and business intelligence. Amy serves as a faculty fellow for both the Fox School and the Honors Program and has won several teaching awards in both face-to-face and online classes.


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