Larry D. Lauer is vice chancellor for marketing and communication, and executive in residence in the graduate program at the Schieffer School of Journalism, at TCU (Texas Christian University) in Fort Worth, Texas.

Larry was executive director of The Commission on the Future of TCU, 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 spoken at international conferences and has worked with more than 40 campuses on integrated marketing initiatives in the USA, Canada, South America, South Africa, the Caribbean, the UK, Europe, Australia, Denmark, The Netherlands, and Singapore.

Lauer is the author of three books: Communication Power (Jones & Bartlett, 1997), which is a strategy and tactics guide for nonprofit executives, Competing for Students, Money and Reputation: Marketing the Academy in the 21st Century (CASE Books, 2002), which has become a CASE bestseller and reviews of it have dubbed him an “integrated marketing guru” and “simply the best in his field,” and Advancing Higher Education in Uncertain Times, released by CASE Books in early spring 2006.

 He has written more than 30 journal articles and book chapters on institutional marketing and communications.  His articles on integrated marketing and planning appear in Nonprofit World, CASE Currents and 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 is the only person ever to receive CASE’s Alice L. Beeman Award for Research in Communication twice, first in 2003 at the International Assembly and again in 2007 at the Annual Summit for Advancement Leaders. It was given to honor both of his books 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. 

He was founding chair of the redesigned international CASE assembly, now named the Summit for Advancement Leaders, which examines annually the impact of the dramatic changes in higher education on the advancement professions.