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Высшее образование маркетинг: международные тенденции и инструменты Москва 10-11 декабря 2012. Рене де ла Фонтейнэ , Exhem, Университет Маастрихта. Your input. Expectation Objective Statement Question. Profile Maastricht University. Mission Leading in Learning International - PowerPoint PPT Presentation
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Высшее образование маркетинг: международные тенденции и
инструментыМосква 10-11 декабря 2012
Рене де ла Фонтейнэ, Exhem, Университет Маастрихта
Your input
• Expectation
• Objective
• Statement
• Question
Executive Board Maastricht University
Profile Maastricht UniversityMission• Leading in Learning • International• Thematic, multidisciplinary research
Research Focus• Quality of Life• Learning and Innovation• Europe and a Globalizing World
Network University• Knowledge networks (national cooperation, int. consortia)• Business World (DSM, Philips, Siemens, APG, Unilever) • Government (Province, Municipality, EL&I)
Executive Board Maastricht University
Profile: Faculties at Maastricht University
• Faculty of Health, Medicine and Life Sciences, part of Maastricht University Medical Center
• Faculty of Psychology and Neuroscience• School of Business and Economics• Faculty of Arts and Social Sciences• Faculty of Law• Faculty of Humanities and Sciences
Executive Board Maastricht University
Facts and Figures 2011
Staff (numbers) 3.917
Academic staff (numbers) 2.187
Female % academic staff 47,7 %
International % academic staff 24.1%
Students (registered) 15.916
Student exchange in: 1,163 (7%); out 2,051 (13%)Enrolment students 6,150 Foreign enrolment 51% Budget (balance sheet) 334 mln. €
PhD defenses 213
# refereed journal articles 3.567
# other publications 1.399
Executive Board Maastricht University
SBE
LAW
FHS
Fasos
FPN
FHML
Executive Board Maastricht University7
Development UM
Medical science
Biomedical technology
Economics and Law
Informatics and Mathematics
Cultural sciences
Health Sciences
Molecular Life Sciences
Development of student numbers UM in 36 years
0
2000
4000
6000
8000
10000
12000
14000
16000
1976 1980 1984 1988 1992 1996 2000 2004 2008 2012
Dutch students Foreign students
Executive Board Maastricht University
Profile Maastricht University, international dimension
• International programs in most disciplines: – European Studies, – International Business, – European Public Health, – European Law School, – University College Maastricht
• Main language of instruction English• Influx of foreign students ca. 51%
International Higher Education Marketing
• Higher Education as a Market
Where do students go?
• Where do students come from?
http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx
Reasons for internationalization
Bachelor Master model
Tradition in exporting students
Emerging countries with rapid growth
Perceived value of an international degree
Higher education as a profitable investment
Why would you want to do this?
• Funding• Quality• Internationalization of curricula• Exchange • Acquiring Network• Government wants it
What is a market
• All the customers and potential customers who share a common need that can be satisfied by a special product
• Who have the resources to exchange for it,• Who are willing to make the exchange• And who have the authority to make the exchange
What is marketing?
• An organizational function, and a set of processes for creating, communicating and delivering value to customers
• And for managing customers relationships in ways that benefit the organization and its stakeholders.
• ‘Marketing’ by Solomon, Marshall, Stuart, Barnes & Mitchell
Internationalization and marketing
• Marketing activities for Russian students?
• For other stakeholders?
• Would international marketing be different than national marketing?
What should be your message
• Hello (we are here)
• We are good
• It is nice here
• Come to us
.
Key tools and channels
• Brochures
• Website
• Student/education Fairs
• Agents
• Networking
• Social media
• Invitations
• Advertisements
Key tools and channels 2
Recruiters
Partnerships
Rankings, results, quality
Your own students – Buddy system
TV, Billboards,
Career counselling institutes
• .
Marketing concepts
4 P’s
Product – Price – Place - Promotion
STP
Segmentation – Targeting - Positioning
What is segmentation?
Dividing a larger market into smaller pieces based on one more shared characteristics.
Examples
1- Russia – Rest of the world2- Western countries - Eastern countries3- Bachelor students – Master students – PhD students4- Older students – Younger students5- Individual students – Companies – Governments.6- 1st semester – 2nd semester – summer school – on-line
Where do students go?
• Where do students come from?
http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx
Benefits of segmentation
1- Structures your work2- Gives you an overview3- Gives you insight what expertise you are missing4- Less surprises while you are busy5- Could lead to new ideas
What is targeting?
Selecting and entering a market
How?
Select from the list of segmentation
Then work with criteria
Criteria for goals / targets
-The goals are already set.-Which students (or countries) do we want?-For which students (countries) could we be attractive?-For which students (countries) would it be relatively easy to communicate?
Positioning
-Marketing Mix
-4 P’s –Place – price – product- promotion
Positioning – How does it work
-Best in Russia-Do we have competitors?-Excellent education and coaching-International atmosphere-Good support – unique experience-Value for money
Best in the world
Who would go to number 5?
Positioning : conclusion
-Know yourself-How would others look at you-Never lie-Be creative-Work on a solid foundation
Unique Selling Points (USP’s )