Training: Student Enrolment Management
When: April 18 and 19, 2016 (Monday and Tuesday)
Where: Eötvös Loránd University (ELTE) in Budapest, Hungary
For Whom: This course will be 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.
What: 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.
How: The two-day course had a workshop format and was 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 and case studies were examined. Participants were encouraged to bring their own experience, where relevant, to bear on the student enrolment cycle. Lessons learned should have an impact on the way participants would market and recruit for their institution in the future.
We talked about 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 highlighted structures and practices that directly impact on University behaviour. We also 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 comes 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. 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. Topics included targeting correct segments based on data collected from CRM and activities to undertake after collecting and analysing enquiry and application data. The task was to draw marketing conclusions from enquiry and application data to extract essential information to from enquiry and application to inform future cycles of recruitment.
After the course the participants were be 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
Eötvös Loránd University (ELTE) – a prestigious institution of public higher education in Hungary, operating continuously since 1635. ELTE is alma mater of five Nobel laureates and leading figures in technology, public policy, and culture in Hungary. Its outstanding role in Hungarian education and research has been recognized with the title “University of National Excellence”. It’s widespread international cooperation and eight faculties draw national and international students alike. Currently there are 28,000 students. 2000 international students from over 80 countries study at ELTE at over 50 degree programs offered in foreign languages.