flyer strategic marketing for higher education institutions 2013

7/17/2019 Flyer Strategic Marketing for Higher Education Institutions 2013

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Strategic Marketing for Higher EducationInstitutions

Staff Development Workshop

13-14 June 2013's-Hertogenbosch, The Netherlands



The importance of branding in higher education

The marketing of higher education to domestic and international students alike is nowconsidered mainstream by many. The focus, however, on developing a marketing strategy

that enables an institution to capture the interest of prospective students located thousandsof miles from its home campus is a complex and often highly costly exercise – one that manyinstitutions agonise over and have significant difficulties in framing the “right” strategy forthem.

This workshop will focus on the “strategic why” of international marketing and provide policymakers and recruiters with a solid theoretical background combined with practical examplesto help them locate the right strategies and methods of implementation for their ownmarketing plans.

Topics

The strategic importance ofinternational marketing andrecruitment?

Trends in international education – how will these affect yourstrategies? how global trends ininternational student recruitmentand the mobility of studentsimpact on the development ofyour marketing activities?

The marketing audit: analsis ofthe internal and externalenvironment

The marketing mix

Internal marketing: your internalstrategies for externalcommunications

Strategic choices in internationalmarkets: researching your targetmarket.

CRM as a strategic tool?

The things you know you should

do but never have time for:alternative strategies for studentrecruitment (alumni, tell-a-friend,referees, thank you’s etc)

Case study material

Conversion strategies

Target audience

This course is aimed at university and

college staff with the following

responsibilities:

(Inter)national marketing &recruitment

Corporate communications Internal communications International relations Marketing and communications

Business development Corporate liaison



Learning outcomesOn completion of the course, participantswill be able to:

Understand what strategic marketingmeans and how it impacts oninternational student recruitment attheir institution

Understand the importance of marketresearch, the marketing audit and oftracking market developments

Understand the strategic importance ofconversion strategies

Understand the full range of marketing

activities and how they are likely toimpact on student recruitment

Adopt best practice in strategicmarketing from other universities andcolleges

Level Intermediate

Pre-requisites As the course is of intermediate level,participants should be familiar with someof the basics of marketing, including the 4Ps, using SWOT analysis, servicesmarketing and communications planning.

Venue and hotel The workshop will take place in “DeSociëteiten Amicitia & De Zwarte Arend”,in short De Sociëteit. De Sociëteit goesback to the French Revolution of 1789 andis located in a monumental building closeto St. John’s cathedral. De Sociëteit is

conveniently located in the city centre of's-Hertogenbosch.

The Euro Hotel is located in the city centreand within 10 minutes’ walk from both therailway station of 's-Hertogenbosch andDe Sociëteit.

Hotel addressEuro HotelKerkstraat 565211 KH 's-Hertogenboschtel: +31 73 6137777fax +31 73 6128795ee-mail [email protected]

Accommodation price Double room for single use: EUR 99 – EUR 109 (incl. breakfast; excluding tourist

tax)

Hotel booking procedure andconditions Participants are required to confirm theirbooking directly to the hotel before 1 May2013 by contacting the hotel by phone, faxor email. After this date the availability ofrooms cannot be guaranteed. Participantsare expected to pay the hotel directly upondeparture. For the hotel's cancellationpolicy, click here.

Travel and tourist information's-Hertogenbosch is a sweet old town of120,000 people in the south of theNetherlands. It is halfway between Utrechtand Eindhoven and just over one hour bydirect train from Amsterdam AirportSchiphol. It is home to the Netherlands'largest cathedral, St Johns, the Noord-Brabants museum, lots of outstandingcafés and and even better restaurants,

and atmospheric streets that make forplenty of enjoyable strolling. The officialname of the town is ’s-Hertogenbosch(Duke’s Forest), but locals call it DenBosch (den boss). It’s the birthplace ofthe well-known 15th-century painterHieronymous Bosch, who took hissurname from the town.

http://www.amicitia-zwartearend.nl/




mailto:[email protected]


http://www.eurohotel-denbosch.nl/en/uniform-conditions



http://www.vvvdenbosch.nl/Jheronimus-Bosch/









Travel to 's-HertogenboschThe easiest way of getting to TheNetherlands is by plane to Amsterdam

Airport Schiphol. All major (budget)airlines fly to Amsterdam. For furtherinformation please click here.

Trains leave Schiphol Railway station inthe direction of Utrecht and Eindhoven 4times per hour (of which 2 are direct linesat 15 and 45 minutes after the hour)before 8pm and twice every hour after8pm. The journey does not take more than65 minutes. To plan your train journey,

please have a look at the website of theDutch Railways.

Pricing and registration

The price for the workshop is EUR 800excl. VATper person including two lunchesand one dinner.

Existing clients of iE&D Solutions BV andTim Rogers International Higher Education

Consultants Ltd. will get a discount of EUR100 off the original price of EUR 800. Forevery second or third participant of thesame institution a discount of EUR 50 will

apply.

Registration To register for this 2 days’ workshop,please complete the registration form. Should you want to participate in thisworkshop with some of your colleagues,we advise you to register all of themconsecutively and mention that you wantto qualify for the EUR 100 discount in theremarks box at the bottom of the form.

When registering please be sure toprovide us with your institution’s VAT

number, so we will not have to charge youVAT.

The registration deadline is 1 May 2013.

Upon receipt of your registration we willsend you an invoice. Invoices are payablewithin 2 weeks. Cancellation is free ofcharge until 1 February 2013. After thatdate conditions apply.

http://www.schiphol.nl/index_en.html



http://www.ns.nl/cs/Satellite/travellers


https://spreadsheets.google.com/viewform?hl=en&pli=1&formkey=dDJ2Q2Z5RVdlc1lkbk9Wczg5WlN5Ymc6MQ#gid=0



http://www.ied-solutions.com/downloads/Terms%20and%20Conditions%20Branding%20Workshop.pdf








Trainers

Tim Rogers is the former Head of StudentRecruitment & Admissions at the LondonSchool of Economics & Political Scienceand now runs his own consultancy,International Higher EducationConsultants UK Ltd. With 18 years ofexperience in international studentrecruitment, university administration andmanagement, educational marketing andpress relations, Tim is regarded as aleading international education consultant.He has degrees from the Universities of

Hull and Westminster and has alsostudied at the University of Kansas.

Tim has worked with a range of clientsover the last ten years , includingMinistries of Education and associatedbodies in Denmark, Finland, New Zealand,Sweden and The Netherlands; institutions,including LSE, Imperial College London, Aarhus University, Maastricht University,the Helsinki Education and Research Area, the American University in Paris, the

University of Oulu, the University ofReading, the University of Sussex, UtrechtUniversity and the University ofWitwatersrand Johannesburg; andassociations and companies, including i-graduate, the company behind theInternational Student Barometer, HobsonsUK, Quacquarelli Symonds, NAFSA, ACAand the European Association ofInternational Education (EAIE). He has awide knowledge of internationaldevelopments as they affect numerous

sectors of education, from boardingschools and tutorial colleges, throughpublic and private tertiary educationproviders to Government-levelMinistries and other representative bodies.

Thijs van Vugt worked at Tilburg

University in the Netherlands between1989 and 2006 in various capacities, bothat central and faculty level. He alsoworked for the ERASMUS Bureau inBrussels for 6 months in 1993-1994. Inearly 1995 he moved to Britain to work forSheffield Hallam University for 18 months.In 1997 he became Head of theInternational Office of the Faculty ofEconomics and Business Administration atTilburg University. Thijs is the founder of

the Professional Section on Marketing &Recruitment of the European Associationfor International Education (EAIE) and hasbeen Chair of M&R from 2002 to 2008.From 2004 to 2008 he also was a memberof EAIE's Executive Board. Since October2008 Thijs was Interim Head of Marketing,Communication and Admissions of theInstitute for Housing and UrbanDevelopment Studies of ErasmusUniversity Rotterdam between October2008 and May 2011. Since then he works

as Senior Business DevelopmentManager at StudyPortals BV.

Thijs has a Master’s degree inInternational Economics from TilburgUniversity, a post-graduate certificate inPublic Management from TiasNimbasBusiness School, and a post-graduatecertificate in Customer RelationshipManagement (CRM) fromBeeckestijn Business School. Thijsis a member of the Register of

CRM Professionals.

In September 2009, Thijs wasawarded the Bo Gregersen Award for Best Practice ofthe EAIE.



Contact & information

Thijs van VugtiE&D Solutions BVE [email protected] +31 6 4148 2449

Tim RogersTim Rogers International Higher EducationConsultants LtdE [email protected]

M +44 781 088 7900





flyer strategic marketing for higher education institutions 2013

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