Higher Education Marketing

Programme: Higher Education Marketing

Training: Market Research and Planning

For Whom: International marketing professionals, international office directors

Course Level: Intermediate / Advanced

Date&Location: TBD

This course discusses designing international marketing strategy for the international arena. It looks at necessary conditions for successful strategy development, internal and external, and the essentials of CRM. Moreover, it sheds light on the potential challenges and opportunities in this area and focuses particularly on the proper market research which should be particularly thorough to achieve desired objectives. Implementation of the objectives depends on proper preparations, as well as on a good design of the actual marketing plan and communication strategy. We will discuss both offline (including the importance of working with agents) and online strategies, which are already an integral part of marketing and communications. This course is an opportunity to get crucial information about popular and new recruitment markets and effective marketing in higher education. The training delivers country-specific case studies to embed the presented approach into real-world examples of potential student recruitment markets in different stages of growth.

Training: Branding in Higher Education

For Whom: International marketing staff at higher education institutions

Course Level: Intermediate

Date&Location: TBD

*** Course under development ***

Training: Digital Marketing and Social Media

For Whom: International marketing specialists, social media specialists, PR officers

Course Level: Intermediate

Date&Location: TBD

This course discusses how to use social media for effective international recruitment. Social media are a modern method of student recruitment and are supported by various online solutions such as Facebook, Snapchat, LinkedIn, YouTube, Twitter and others. The course, addressed to attendees up to advanced level, is a step-by-step guide on how to create and maintain an effective social media footprint for your institution and reach diverse audiences of students and parents.

Training: Service Marketing in Higher Education

For Whom: International office directors, marketing and promotion staff at higher education institutions

Course Level: Beginner / Intermediate

Date&Location: TBD

Skillful service marketing strengthens the value of your university as good service adds to quality. You probably have most of the student services such as assistance with housing or welcome days. However, you might not have thought about them as your marketing tool when promoting your school during recruitment trips. Have you thought of the weight your services have when it comes to choosing a school? Campus visits and orientation days, services for physical well-being and mental health, safety, learning support, entertainment and fun outside of the campus, career advising and even how informative your campus calendar is – they all matter for a student and his family. This course discusses developing, enhancing and promoting student services so that they contribute to the recruitment success. Necessarily, the course discusses hearing the student voice as one of the most important ways to gauge the university experience.

Training: Content Marketing

For Whom: International marketing staff

Course Level: Intermediate

Date&Location: TBD

*** Course under development ***