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A podcast for business school communications professionals
We’re excited to launch a new podcast for business school communications professionals!
Campus Comms Unplugged, hosted by Toby Roe, will explore the challenges and opportunities shaping the future of marketing and communications in business education.
Each month, we’ll feature insights from leaders in the field – covering strategy, messaging, AI, international student trends, and more.
Episode 1
For our first episode, host Toby Roe sat down with Kai Peters, Strategic Portfolio Lead for Education at Bournemouth University.
Kai’s career in business education has spanned over three decades, including roles as MBA Director at Rotterdam School of Management, Chief Executive (Dean) of Ashridge, and Pro-Vice Chancellor of Business & Law at Coventry University.
In this wide-ranging conversation, Kai reflects on his leadership journey and shares candid insights on the role of marketing and communications in higher education. From budget battles to buzzword overload, he explains why universities often undersell themselves – and what communications professionals can do differently.
Key takeaways
- Higher education is chronically under-marketed. Most universities spend just 3–5% of turnover on comms and marketing, compared with 10–15% in other sectors. “It’s the fastest payback investment you can make,” Kai argues.
- The Dean should be a communicator. At Ashridge, Peters saw himself as the “poster child” for the institution – speaking, writing, and building visibility – leaders who hide from the spotlight risk weakening their school’s brand.
- Centralisation vs. connection. While centralising comms can cut costs, it often breaks the crucial link between faculties and prospective students. “Marketing no longer knows what the programme is about,” warns Kai.
- Differentiation remains elusive. Too many business schools rely on generic buzzwords. Real differentiation comes from place, community needs, and student-lifestyle fit.
- Bridging academia and business. Business schools talk too much to each other and not enough to business. More alumni involvement, applied projects, and industry-linked research are key.
- Advice for comms teams. Understand how faculty careers work, measure the impact of your campaigns, and tailor messaging by audience — parents, undergraduates, postgraduates, and employers all need different approaches.
“One marketeer has to find just one and a third students to pay for themselves. That’s the fastest payback period of any capital investment you can make.” – Kai Peters
If you want to stay connected with the latest conversations on marketing and communications in business education, subscribe to Campus Comms Unplugged or CLICK HERE to sign up for our newsletter!
