In many universities, academic faculties, marketing, student services, careers, alumni relations and finance teams often operate independently. This limits the flow of information and leads to missed opportunities in designing courses that fully meet student and employer needs (Ernst et al., 2010). When these departments collaborate effectively, they combine academic expertise, market intelligence, student support insights and financial viability assessments to create well-rounded, competitive offerings (Cooper, 2019; Wind and Mahajan, 1997).
One of the most valuable collaborations is between academics and marketing teams (Storey et al., 2016). Academics bring subject matter expertise and teaching innovation, while marketing provides insights into student preferences, competitor analysis and market forces. Early collaboration ensures that proposed courses are aligned with both academic strengths and market demand, increasing enrolment potential and long-term sustainability (Cooper, 2019).
However, cross-departmental collaboration does not necessarily happen organically. It requires deliberate leadership and structure (Storey et al., 2016). Universities must encourage cross-functional project teams, foster open dialogue and develop shared success metrics that reward holistic thinking over siloed drivers. Investing in staff who can bridge academic and professional domains is particularly valuable.
In today’s rapidly evolving higher education landscape, where student expectations and job markets are constantly shifting, cross-functional collaboration is no longer optional -it is essential for institutional relevance and competitive advantage.
References:
Cooper, R. G. (2019) ‘The drivers of success in new-product development’, Industrial Marketing Management, Vol 76, pp. 36-47.
Ernst, H., Hoyer, W.D. and Rübsaamen, C. (2010) ‘Sales, Marketing, and Research-and-Development Cooperation across New Product Development Stages: Implications for Success’, Journal of Marketing, 74(5), pp. 80-92.
Storey, C., Cankurtaran, P., Papastathopoulou, P. and Hultink, E.J. (2016) ‘Success Factors for Service Innovation: A Meta-Analysis’, Product Development and Management Association, 33(5), pp. 527–548.
Wind, J. and Mahajan, V. (1997) ‘Issues and Opportunities in New Product Development: An Introduction to the Special Issue’, Journal of Marketing Research, 34(1), pp. 1-12.