Training: Student Enrolment Management
Where? The training took place at Cracow University of Economics in Cracow, Poland on May 7-8, 2015.
What & For Whom? With student enrolment in university systems around the world continuing to grow, and over 4.5 million students travelling abroad for some element of their university studies, student enrolment and the management of the processes around it are an important part of the life of universities today. Our two-day course examined the topic in its entirety, from speculative enquiry to registered student. At the heart of the course was the view that, like any other consumer, the prospective student has choices, has certain behaviours and particular expectations that drive their actions. Acknowledging and acting on these customer-led behaviours are amongst the biggest challenges universities face today. We hoped to make this course particularly useful for recruiters, admission officers, international office professionals and marketing specialists working closely both with the students and the international office or equivalent structures.
The two-day course had a workshop format and was therefore discussion based, with each topic introduced through a presentation. Small exercises including all participants were featured in most sessions.
The course followed a linear structure for the participants to understand both the full lifecycle of the student applicant and the way in which each lifecycle stage relates to the next. Each phase was presented and discussed, case studies examined and participants were encouraged to bring their own experience, where relevant, to bear on the student enrolment cycle. We wanted the lessons learned to have an impact on the way participants would market and recruit for their institution in the future.
On the first day Vincent Verspaandonk of StudyPortals talked about the funnel method. Working the funnel: converting enquiries/leads to applications – a close examination of the enquiry to application lifecycle, highlighting the necessary steps required to improve data capture, communications and conversion between each of the stages. This session provided the framework for the entire course and highlight structures and practices that directly impact on University behaviour. Next, Tim Rogers, our lead trainer, talked about the principles behind credential evaluation, including language capability, and their importance with enquiries and applications commonly received from tens of countries. This session reflected on how actively recruiting universities judge credentials and what internal and external resources they commonly refer to. Understanding student behaviour came next. With students increasingly behaving as customers, this session examined the institutional attitude to providing services to prospective students throughout the application lifecycle; and what practical steps are essential in encouraging students throughout the application process. Later we focused on the impact of technology and the CRM in work practice. Based on examples of leading education-specific CRM platforms, this session explained how CRM systems work in a university context and how institutions have absorbed them into their recruitment and application processes. Low cost, simple IT approaches were also discussed as a proxy for dedicated systems. Raul Ranne of the Archimedes Foundation and the Study in Estonia programme presented the Case Study: Estonia and the importance of CRM. The session outlined the background of why CRM is necessary for small-scale marketing and how to survive as a small institution/country seeking to recruit more international students. Other topics included targeting correct segments based on data collected from CRM and activities to undertake after collecting and analysing enquiry and application data. Tim drew marketing conclusions from enquiry and application data in a session that outlined the essential information to extract from enquiry and application data to inform future cycles of recruitment. Methods and approach were discussed and a number of clear examples, building on the Estonian case study, were presented.
As Learning Outcomes we hope that our training’s participant are now able to understand and recognise the most importance of different elements in the admissions funnel; identify key data that should be captured and utilised for future marketing purposes; understand the principles of credential evaluation; recognise the most common aspects of student behaviour and when to deploy particular strategies to positively impact on applications; appreciate the importance of CRM to recruitment and admissions; and understand the key elements required in any CRM system.
Tim Rogers is the former Head of Student Recruitment & Admissions at the London School of Economics & Political Science. With 21 years of experience in international student recruitment and admissions, the development of higher education international strategy, university administration and management, educational marketing, national-level policy making and press relations, Tim is regarded as one of the leading international...View profile
Raul Ranne has been working in the field of higher education since 2008, dealing with issues regarding mobility, student support, recognition of studies as student representative and coordinator of various education development projects. Since 2013 Raul is working as Head of International Education Marketing in Archimedes Foundation which is a body established by the Estonian government with the objective...View profile
Vincent Verspaandonk is the Head of University Value – Benelux, Nordics, CEE & CIS at StudyPortals in the Netherlands. He entered the world of higher education in 2010 as junior advisor for StudyPortals where he expanded the network of participating universities and stakeholders in Scandinavia, Central and Eastern Europe and Russia. Vincent has several years of experience in advising...View profile
DreamApply is a professional software solution for higher education institutions allowing to conveniently employ online application and efficient student admission procedures. The software platform is running in the cloud (Software as a Service). It is customizable, easy to use and expandable to institution´s specific needs.
StudyPortals is the international study choice platform, helping students from all around the world to find and compare universities and degrees around the globe. We are the publisher of BachelorsPortal, MastersPortal, PhDPortal, ShortCoursesPortal, DistanceLearningPortal, as well as ScholarshipPortal and STeXX.eu. We already helped thousands of students to find the study programme they were looking for.
Currently our websites provide direct access to more than 30.000 programmes in over 40 different countries, continuously growing. Our mission: “Empowering the world to choose (for) education”. Our goal: bringing transparency for students to the wealth of international study opportunities. If you want to help students with easy access to international study programmes (e.g. for an exchange programme), study experiences, and scholarships, you are welcome to place a link to any of our pages without specific permission.
Watch a short introduction video about StudyPortals.
Cracow University of Economics (CUE) was established in 1925 as the Higher Trade School. During these 89 years of tradition and experience, the name and the profile of the university changed frequently but one thing remained unchanged – the quality of education, which has always been confirmed by national rankings and indexes. Nowadays, CUE ranks among Poland’s leading universities, being a significant educational and research centre. It consists of four faculties: Economics and International Relations, Finance, Commodity Science and Management. Apart from study programmes in Polish, CUE also offers study programmes in English, such as short-term study opportunities and degree programmes leading to Bachelor’s, Master’s or the PhD degree:
- Applied Informatics (BSc)
- Corporate Finance and Accounting (BSc, MSc)
- International Business (BSc, MSc)
- International Finance and Accounting (MSc)
- Product Manager (BSc)
- Studies in Economics, Finance and Management (PhD).
Cracow University of Economics maintains close contacts and cooperation with over 200 foreign universities as well as many international organizations and institutions, including companies. The University is actively engaged in international student exchange programmes (Erasmus, CEEPUS, FSS, STEP, Double Diploma and bilateral agreements) which enable its students to complete part of their studies in partner institutions abroad, while international students from those institutions join study programmes in Krakow. CUE is a member of prestigious international networks and organizations such as NIBES, EBC, EUA and EMBS.