Difference between brand marketing and course marketing in universities

I was trying to explain how central marketing function works to two students today who had an assignment to increase numbers for a particular course.

I explained that at the centre we do generic, whole-of-institution, brand marketing and do not have the resources to market courses in a micro-segment way - although we recognise there is a role for course-specific marketing.

It's like marketing a country: We do the country marketing like Tourism Australia; the discipline specific marketing is like the state-led marketing (like Tourism Victoria); and the individual courses are like the small country towns in a region - Regional Tourism Boards, like Yarra Valley Tourism. You wouldn't expect a tourist in America to know where Bendigo is or why they should go there unless all the other marketing has done it's job.

(The exception would be those who have got some some huge natural attraction or special interest event I guess, like Uluru or the Olympics).