For the School Head, the marketing communications function poses several dilemmas. It may be a leadership role or a service role. Is it key to the school’s operations or is it tangential? Marketing can involve creating product and placing advertising, or it may have strategic dimensions that require higher-order skills. Should it report to “me” or should it report to someone else? Who is in control of communications and what does that look like in the age of smartphones? A person may direct communications, or this may be diffuse set of actions with inputs and outcomes in all school areas