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Marketing Montana with the University of Montana’s Mario Schulzke

"Customer" is one of academia’s dirty words. Mario Schulzke http://www.umt.edu/vpic/Schulzke.php knows this–he calls the issue "complicated"–but as the University of Montana’s marketing guru, he doesn’t care. He’s here to shake things up.

"There’s probably people who prefer I use the word ‘user’ or ‘stakeholder,’" he says, "but I’m the one marketing guy, and if I don’t use the word, who will?"

Treating students as customers isn’t exactly in UM’s genes, he acknowledges, as evidenced by the university’s relatively small investment in marketing efforts. But there’s a reason for that.

"We never needed to," he says. "Now we do."

By Derek Brouwer

Full Story: http://missoulanews.bigskypress.com/missoula/campus/Content?oid=2915653

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