Universities face an increasing complexity in their social and economic environment. Student demand is growing while state resources are shrinking. Marketing a university in order to attract students and running fund-raising campaigns is becoming more and more important. An external focus of the university members is necessary to adapt to these changes. The concept of university culture used in this work emphasizes the values and beliefs of university members, which are developed in a historical process and transmitted by language or symbols (Deal and Kennedy, 1992). They strongly influence the decision making in universities (Sporn, 1992). Strategic marketing planning is the process of defining the direction of an institution by focusing on goals, resources, markets and changing opportunities (Kotler and Fox, 1985). From a management perspective, strategic marketing can be seen as leadership concentrated on external exchange of services (Raffee, 1989; Bruhn and Tilmes, 1989). Organizational culture is essential in the process of setting goals and defining a mission. Achieving a fit between strategy and culture is a key to the successful implementation of a marketing perspective inside universities
