Instruments of Promotion

8/3/2019 Instruments of Promotion

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Instruments of promotion

in international Higher EducationMarketing

19 June 2008Prague

Ulrike KochGerman Rectors Conference / GATE-Germany


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Introduction

Marketing forces play an increasingly important role in highereducation and most universites now find themselves in a highlycompetetive environment.

The challenge in 2008 for international student recruiters is thesame as it's always been:

To effectively communicate your message to yourtarget audience.

The big difference now:

Deciding when, where, how and why to use theever-evolving array of communications tools at ourdisposal, and at the disposal of affluent, globally-mobile students around the world.


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The recuitment funnel

Marketing

Enquiries

Applications

Registrations

Students

Graduates


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What customers are you looking for?

University Graduatesfrom specific fields of study

Studentsfrom the upper semesters

Students &Companie

s

Economists

EngineersGraduates

from around the world

Bachelor Graduatesfrom around the world

Peoplewithout academic

background

Executives

Individuals

from the region

RegionalCompanies

Teachers

Qualifiedemployees


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Who is your target audience?

Media

Studentsfrom the upper semesters

other Higher Educatio

n Institutes

Students

Sponsors

Government

Bachelor Graduatesfrom around the world

Pupils abroad

Colleagues

Emeriti

ResearchInstitutes

Teachers

Co-operationpartners


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Positioning Kaufent-scheid-ung EntstehungEntscheidungs-zufriedenheitInformations-bewertung undAnbieter-priorisierungInformations-sammlung undSpezifizierungEntscheidungs-kriterien

Interessens-weckung u.

Suchfeldein-grenzung

Bewerbungu. Bewertung

Anbieter-feedback

Anzahl Entscheidungssubjekte

viele

wenige

Kaufent-

scheid-ung

EntstehungEntscheidungs-zufriedenheit

Informations-bewertung und

Anbieter-priorisierung

Informations-sammlung undSpezifizierungEntscheidungs-kriterien

Interessens-weckung u.

Suchfeldein-grenzung

Bewerbungu. Bewertung

Anbieter-feedback

Anzahl Entscheidungssubjekte

viele

wenige

a) How does your target market see you?

b) What about the students perception of you?

National or supra-national (consortia) support

Choose target countries over time

Building the image with the right values

Begin to build a relationship with the right environmentof the prospective target

Support academic & commercial approach to creategreater visibility


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Levels of Higher Education Marketing

University

Departments

Courses


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Requirements of the marketing process

Environmentalanalysis

Aims ofthe university

Organisationalanalysis

Marketingstrategy Action

OperativeMarketingMix

Controllingof success


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Who is your target audience?


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Where is your target audience?


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Identify your target group


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Checklist: Market analysis

What is the reason (and the purpose) for buyingyour product and which alternatives do they have?

_____________________________________

How is the situation of your customers ?_____________________________________

Which customers should be adressed with theproduct?______________________________


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Research at the point of departure

First hand analysis:Selecting information at the point of origin,(observing students; conducting surveys; etc.)

Data mining & data reduction:

Conditioning of available information(national reports, international highereducation surveys, etc.)


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Where are improvements needed

Positioning ?of the university and their offers in the market(clear, understandable, transparent)

Concentration ?what are your core competences & which meet the needs

of your target groups; define your niche(s) and highlights

Continuity ?of your strategic marketing communication,supply-side policy (cost-benefit ratio, content, resources)

Consider ?establish(ed) networks, strategic partnerships, co-operations

Check priorities


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Marketing strategies

A. Print Materials

Other printmaterials

Posters

Brochures

Catalogues

NeededImprovementsExisting


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Marketing strategies

B. Technology

DVDs / Video /CD ROMsWebsites

Blogs

Social Networking

NeededImprovementsExisting


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Consider all places of contact

University Schools

Education & Career Fairs

Conferences Internet

Campus visits

Science festivals


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From contact to customer

University

Mission

Statement

Portfolio

Target Audience

Places ofContact

*) undifferntiated / multisegment / individualised

Targeting

*)

1

Targeting

*)

2

Contactlevel #1 Contactlevel #2

Instrumentsof

Marketing

CustomerManagement

CustomerCare


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The students decision making process

Emergenceof decisionsatisfaction

Decisionto buy

Application& evaluationFeedbackto provider

Evaluationof infor-mation &priori-tisation ofprovider

Collectinginformation& specifydecisioncriteria

Triggerinterest,narrowdowntargets

few

many

Number ofdecision subjects


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Requirements for universities

Research the market to meet the demands Handling first contacts & continuing

contact care

Choice of appropriate marketingcommunication arrangements

Controlling & measuring arrangements

Professionalizing the acquisition of customers


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Planning of the marketing mix

which marketing instruments which design

which intensity

which chronological order


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Education Fairs / Study Abroad Fairs

Goals of Education Fairs

- Access to large numbers of students

- Support for the campusesinternational efforts

- Support for study abroad office


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Study abroad fairs

3. Fairs offer a very good platform on which to meet all of yourexisting student contacts enquiries from your database,applicants, offer holders, the parents of current students andeven alumni.

4. Fairs are an excellent way of researching a country or city market what kinds of students are coming to meet you? Are theyinterested in your subject strengths? Are they able to pay yourtuition fees? Have they heard of your institution already? Whatschool or university have they attended? All questions and theiranswers are valuable to your market research and contribute toan improved marketing effort in the future.

Education fairs may form the central thrust of your marketing andcommunications campaign to recruit students, or they may be an addedextra to your other efforts. Whatever the situation is in your owninstitutional plans, however, fairs must be regarded as an integral part ofyour overall strategy, which contribute to the overall success of yourplans.


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From contact to customer

University

MissionStatement

Portfolio

Target Audience

Places ofContact

*) undifferntiated / multisegment / individualised

Targeting

*)

1

Targeting

*)

2

Contactlevel #1

Contactlevel #2

Instrumentsof

Marketing

CustomerManagement

CustomerCare


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Website & Fair

University Website

Goals of websites

- Multimedia presentation of the university- Meet with interested students

- Raise profile program- Support study abroad office and

the recruiting funnel- Develop relationships with on-campus

partners

http://www.virginia.edu/ http://www.gla.ac.uk/


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Website & Web 2.0

Using Chats, Blogs and Online

Discussion Forums

as a tool for internationalstudent counselling ofprospective studentsat fixed hours.

Possible themes: how to choose a course admission reguirements how to apply

financial aid summer schools fairs

http://www.ruhr-uni-bochum.de/beratung/chat/index.htmhttp://www.mitadmissions.org/blogs.shtml


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31. dia

A1 Chatters & Blogggers:- Student Couselling- International Office

- Alumni (MIT)- Guest (MIT)Administrator; 2008.06.17.

A2


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Website & Web 2.0

Using National Blogs

as a tool for marketing yourstudy destination to target groups

Communicate all the latest news,information and tips:

upcoming fairs (visit us in Heidelberg) local agents local contacs (embassies)

http://www.newzealandeducated.com/de/blog

e.g. German Blogat New Zealand Educated


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32. dia

A2

Chat (def.):Simultanious written communication between at least two users (instant messaging) . Professionals often archive chatting protocolls for the

public.

Blogs (def.):chronological contributions to different themes, which can be complemented or commented by other users (=online-diary) .

Online-forums (def.)Discussions concerning themes, with/without moderators, seldom simultanous. In contrast to blogs they can have differen caterories andsubcategories.

Social Software def.)Internetusers forming a special community.e.g. YouTube, Wikipedia, Second Life, XingAdministrator; 2008.06.17.


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Website & Web 2.0

Using Social Software platforms

You TubeWikipediaSecond LifeXing

to promote your university (with others).

Study DestinationUniversity of Canterbury, NZ:You Tube, University as Study Destination

http://de.youtube.com/watch?v=HVw6DcEjGec

University PortraitUniversity of Cologne, Germany:Wikipedia,

http://en.wikipedia.org/wiki/University_of_Cologne


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Website & Science TV

Using films and spots (under

professional guidance)

to spotlight and promote your universitiesresearch activities.

DFG Science TV http://dfg-science-tv.de/


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There is so much more

e.g. directories

to be continued


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Any questions?


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Thank you!

Ulrike Koch

[email protected]

Documents

Instruments of Promotion