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University President shifts focus from marketing to opportunity creation
The role of the university president in the future will play a strategic part beyond merely marketing competencies. They will be tasked with building capacities that help create new opportunities through strategic marketing focused on identifying areas of excellence, directing resources, and developing research and applied programs. This will also involve establishing broad partnerships that connect the university with society and the economy. Achieving this requires a flexible regulatory and financial environment, along with governance that supports funding research with associated risks and potential returns. The president should concentrate on leading innovation and transforming ideas into companies and commercial projects, balancing the needs of the labor market with national priorities. Success will not only be measured by the number of agreements but also by the added value generated through stimulating innovation and engaging with the community, thereby contributing to transforming the university into an institution that innovates and creates new jobs and markets within society.
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