Abstract
This paper describes the evolving model at the University of Michigan for managing the corporate relationships, a model aimed at providing value across the institution. It shares strategies that have proven successful as well as the challenges and issues that have to be faced. Areas highlighted include the corporate relationship "value chain," linking activities with strategic priorities, influencing product, understanding the corporate viewpoint, marketing the institution, the role of internal campus relationships, the vendor as 'our' customer, and marketing and communication strategies. Includes case-study examples.