{"id":2730,"date":"2024-11-11T16:00:55","date_gmt":"2024-11-11T14:00:55","guid":{"rendered":"https:\/\/www.persuasion.co.il\/en\/?p=2730"},"modified":"2024-11-11T16:00:55","modified_gmt":"2024-11-11T14:00:55","slug":"why-is-there-so-much-marketing-and-sales-in-academia","status":"publish","type":"post","link":"https:\/\/www.persuasion.co.il\/en\/why-is-there-so-much-marketing-and-sales-in-academia\/","title":{"rendered":"Why Is There So Much Marketing and Sales in Academia?"},"content":{"rendered":"

The role of marketing and sales in academia<\/strong> is more prevalent than many realize.<\/p>\n

When I was (among other roles) a researcher and lecturer in academia (way back in 2008-2010 \u2013 time flies when you\u2019re having fun!), I was considered a bit of an \u201codd bird\u201d among my colleagues and other professors.<\/p>\n

I taught a course at the University of Haifa called \u201cThe Art of Persuasion,\u201d gave lectures at academic conferences in Israel and abroad on my research topic, participated in conference panels, and spoke to young doctoral students.<\/p>\n

I constantly talked about terms like \u201cmarketing,\u201d \u201csales,\u201d \u201cbranding,\u201d \u201cleveraging research,\u201d and especially the forbidden word in academia, the one you\u2019re not supposed to mention (just like \u201cVoldemort\u201d in the Harry Potter books): \u201cmoney.\u201d<\/p>\n

I distinctly remember times when I would speak in academic discussions with colleagues or in front of audiences of professors and doctoral students about how one could earn money from their unique expertise. I could sense the unease in the audience and hear murmurs of discontent with my approach.<\/p>\n

The reaction from colleagues stemmed from the prevalent attitude in academia that \u201cin the ivory tower\u201d you don\u2019t market or sell, that research is done not for monetary gain but for the joy and mission of it, that earning a lot in academia is unnecessary, that academic research should not be \u201ccommercialized,\u201d and so on.<\/p>\n

My approach was different, sometimes even the opposite.<\/p>\n

Firstly, there\u2019s no contradiction between doing what you love, acting out of a mission to improve the world and your field, and earning money from it.<\/p>\n

Secondly, anyone who has invested years in research and paid \u2013 directly or indirectly \u2013 a great deal of time, money, energy, and opportunity cost (forfeiting amounts and things they could have achieved in that time) absolutely deserves to be paid well for their unique knowledge.<\/p>\n

Thirdly, if I\u2019ve \u201cspent\u201d 5, 6, or 7 years of my life researching a single research question (each research project, academic paper, and doctoral dissertation centers on a specific question), I am the number one expert in the world on that topic. Not just in Israel \u2013 worldwide!<\/p>\n

No one \u2013 anywhere in the world \u2013 has spent more time than me researching that specific question.<\/p>\n

Back then, and still today, I believed that academia is hypocritical in looking down on the business sector and the marketing efforts of individuals, businesses, and companies \u2013 because academia does the exact same thing, only under different names.<\/p>\n

For example, what\u2019s a \u201cMaster\u2019s degree\u201d? It\u2019s simply an upsell! Finished a Bachelor\u2019s in law? They offer you a Master\u2019s in law \u2013 that\u2019s upselling! You bought something, and they offer you more of it. Continuing to a Master\u2019s means paying the university for two more years of studies (plus, the university also receives funding from the government for each student).<\/p>\n

What about a \u201ccombined program\u201d (studying two degrees simultaneously, like when I studied law and economics in my Bachelor\u2019s)?<\/p>\n

That\u2019s cross-selling!<\/p>\n

Offering you a complementary product to what you\u2019ve already bought, just like they offer you dessert after you\u2019ve ordered a main course at a restaurant or travel insurance when you buy a flight ticket. You signed up for a Bachelor\u2019s in law (meaning you paid the university for a year of studies and committed to three more)? Now they suggest doing an additional degree in parallel, giving you complementary knowledge (and costing you more during this period, while the university receives double funding for you).<\/p>\n

What\u2019s a \u201cCall for Proposals\u201d (an invitation in academia to submit research proposals for a particular grant, present at international conferences, or publish a scientific paper in an academic journal)? It\u2019s basically a tender!<\/p>\n

You\u2019re competing with others under defined conditions, and if selected, you receive money \u2013 grants, research funding, travel abroad on the university\u2019s expense, and more.<\/p>\n

And what\u2019s a \u201cscholarship\u201d in academia? Brace yourselves \u2013 it\u2019s a\u2026 discount!<\/p>\n

Yes, the \u201clist price\u201d of the degree is a certain amount, but because of good grades in school or a previous degree\/because you\u2019re a minority\/from a peripheral area\/a combat soldier\/fill in the blank \u2013 you pay significantly less for the degree.<\/p>\n

Scholarships are entirely legitimate, don\u2019t get me wrong, and they\u2019re an essential tool in academia for \u201copening doors\u201d and making knowledge and degrees accessible to all. I also benefited from merit-based scholarships in my Master\u2019s and PhD (though I wasn\u2019t financially in need \u2013 I already had a profitable business then. But I\u2019ll always accept gifts from the government, especially given how rare they are and how I earned them through honest hard work \u2013 and considering the enormous taxes I pay).<\/p>\n

There\u2019s nothing wrong with giving scholarships, but let\u2019s call it what it is \u2013 it\u2019s a discount and an \u201cexcuse\u201d for why many students don\u2019t actually pay the full price for their degree (universities receive subsidies and funding for each student, so no need to worry about them\u2026).<\/p>\n

I mention this because I distinctly remember a heated debate I had with a colleague, who insisted that a \u201cscholarship\u201d isn\u2019t a \u201cdiscount,\u201d and the comparison was offensive.<\/p>\n

I could go on, but the point is clear.<\/p>\n

Just as in the business sector, funding and revenue come from clients and investors, so money, time, and energy are invested in marketing, sales, networking, presentations, and more to attract new clients and retain existing ones.<\/p>\n

Likewise, in academia, the funding for lecturers, institutions, and researchers comes from research grants, donors, and the government \u2013 and here too, a significant amount of money, time, and energy is invested in marketing (yes!), sales (yes, indeed!), networking (absolutely! I\u2019ve attended enough academic conferences to know that they\u2019re run just like any business conference), presentations (presenting before academic committees and grant providers), and more \u2013 all to secure funding for research and institutions and sustain academic life during the research years.<\/p>\n

Understanding the importance of marketing and sales in academia<\/strong> can transform how academic professionals approach their work.<\/p>\n

 <\/p>\n

So let\u2019s stop the hypocrisy.<\/p>\n

Let\u2019s end the \u201cfacade.\u201d<\/p>\n

Let\u2019s stop the false modesty and the public attempts to downplay achievements.<\/p>\n

Let\u2019s end the shame in talking about money, income, and profit!<\/p>\n

 <\/p>\n

Each of us is an expert in our field, every business deserves to earn money \u2013 and lots of it \u2013 and any good knowledge can be leveraged commercially and financially.<\/p>\n

Want to know how to do it?<\/p>\n

Want to make money from your knowledge?<\/p>\n

Click here now, and let\u2019s move things forward.<\/a><\/p>\n

Yours,
\nDr. Yaniv Zaid<\/p>\n","protected":false},"excerpt":{"rendered":"

The role of marketing and sales in academia is more prevalent than many realize. When I was (among other roles) a researcher and lecturer in academia (way back in 2008-2010 \u2013 time flies when you\u2019re having fun!), I was considered a bit of an \u201codd bird\u201d among my colleagues and other professors. I taught a […]<\/p>\n","protected":false},"author":3,"featured_media":2731,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-2730","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-general","8":"entry","9":"one-half"},"yoast_head":"\nWhy Is There So Much Marketing and Sales in Academia? - Dr Persuasion<\/title>\n<meta name=\"description\" content=\"Discover why marketing and sales are essential in academia. 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