Dr. Tom Hayes

Vice President Simpson Scarborough Professor of Marketing Xavier University

Tom Hayes, Vice President and Partner of Simpson Scarborough, is an internationally recognized expert in integrated marketing, branding and research in higher education. He is one of the pioneers in the discipline, having founded and chaired some of the nation’s most prestigious higher education marketing and branding conferences, while consulting worldwide. He is the founder of the American Marketing Association’s Symposium for the Marketing of Higher Education, now in its 18th year.

A professor of marketing at Xavier University and editor of the Journal of Marketing for Higher Education, Dr. Hayes was an early advocate of indelibly linking academic strategic planning with institutional marketing and branding. He is a certified strategic planner who drives colleges and universities to develop actionable strategic plans with competitive differentials that can serve as the foundation of all internal and external marketing communications.

Dr. Hayes brings extensive experience in qualitative and quantitative research and has personally moderated more than 1,000 focus groups. He is a faculty leader of the Council for the Advancement and Support of Education (CASE) Summer Institute on Communications and Marketing and a member of CASE’s Communication and Marketing Commission.

Dr. Hayes is a prolific writer and speaker, and the author of two books — Marketing Colleges and Universities: A Service Perspective and University Marketing Mistakes 50 Pitfalls to Avoid, (with Roy Adler, Ph.D.). He holds a B.S. in Psychology plus an MBA in Marketing from Xavier University. He also has an MBA in Organizational Behavior and a Ph.D. in Marketing from the University of Cincinnati.