Larry D. Lauer is Vice Chancellor for Marketing and Communication at Texas Christian University (TCU) in Fort Worth, Texas. He is chairman of the university's marketing task force, and is a professor of integrated marketing communication in the College of Communication. Larry's consulting firm, Lauer and Associates, helps institutions assess and improve their marketing programs. He and associates conduct operations assessments, identity clarification projects, integrated marketing briefings and training, marketing planning, research, and executive coaching.
At TCU he also was Executive Director of The Commission on the Future, the University's major strategic planning project in 2000-2001. He was the founding chairman of The Council for the Advancement and Support of Education's (CASE) Advanced Seminar on Integrated Marketing in Higher Education, and has been a faculty member and past chair of the CASE Summer Institutes on Communications and Marketing at Duke and Vanderbilt Universities. He has worked with more than 30 campuses on integrated marketing initiatives in the USA, Canada, South America, South Africa, the Caribbean, and the United Kingdom and has been a presenter at numerous regional, national and international conferences.
He is the author of two books: Communication Power (Aspen Publishers, 1997), which is a strategy and tactics guide for nonprofit executives, and Competing for Students, Money and Reputation: Marketing the Academy in the 21st Century (CASE Books, 2002) This latest work has become a CASE bestseller, and reviews have dubbed him an "integrated marketing guru" and "simply the best in his field." He has written more than 25 journal articles and book chapters on institutional marketing and communications. His articles on integrated marketing and planning for educational institutions appear in CASE Currents and The CASE International Journal of Advancement. He edited the first ever section on marketing in the recently published third edition of the CASE Handbook of Institutional Advancement, where he is referred to as "pioneer of integrated marketing for our profession."
Lauer was presented the Alice L. Beeman Award for Research in Communication at the CASE International Assembly in 2003. The award is for his book on marketing the academy and is named for CASE's first president. He also received the ICUT President's Award in 2003 from Independent Colleges and Universities of Texas. It is presented periodically at the annual meeting of ICUT presidents, for distinguished service to the organization and to the 32 independent colleges and universities in Texas. In addition he received the 2004 Distinguished Achievement Award from CASE District IV, the highest given from the organization to advancement professionals.
