This study examines the critical role that marketing plays within the realms of public four-year higher education institutions (HEIs) in the United States, all through the lens of HEI presidents. The context is a higher education market that is rapidly evolving, stirred by fierce competition, shifting societal norms, the COVID-19 pandemic upheavals, and a looming drop in high school graduates nationwide. Employing a mixed-methods study that marries causal-comparative with phenomenological methodologies, this study ventures to understand the perceptions and interactions of HEI presidents with the marketing department, positing it as an indispensable facet of their institutional strategy. The findings highlight the increasing significance of the marketing operation as a strategic partner for institutional differentiation, reputation management, enrollment management, and partnership development. Notably, the research identifies a link between the strategic positioning of a Chief Marketing Officer (CMO) within the president's cabinet and a marked improvement in marketing's perceived effectiveness. This connection underscores the critical nature of integrating marketing into institutional operations to enhance strategic alignment and performance. The study's reach extends beyond the tactical deployment of marketing within HEIs, touching on broader implications for student recruitment strategies, community relations, and economic planning. It signals a pressing need for a deeper, more intricate understanding of how marketing molds institutional ethos and proposition value. Moreover, the research prompts a rethinking of HEI's organizational and leadership frameworks, making a case for elevating strategic marketing to a cornerstone of institutional prowess and competitive edge. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]