Mike Ross is not taken in by flashy, colorful advertisements. Instead, when this professional image creator thumbs through a magazine or watches television, he analyzes each advertisement to determine how a company positions itself in the marketplace.
Marketing is about building a reputation.
As UTEP's new director of the News and Publications Office, Ross will oversee the creation of the university's image through publications, advertisements and public relations. My goal is to create an image for UTEP for the longterm. I want to take a hard look at what makes this university different to determine how we need to be positioned as an institution. Ross' assessment of UTEP will be based on a straightforward approach that stems from his personal marketing theory - find out what you do best and then present it to people in a honest and interesting manner. I do not believe in lying to consumers.