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Effective Marketing and Recruitment
TIME: 1 PM to 4 PM
LOCATION: Melbourne
William Angliss Institute (on La Trobe St. - CBD)
FEES: Non IEAA member: $250 IEAA member: $175
REGISTRATION DEADLINE: 25 July, 2012
Registration is open to IEAA Members and non members.
Please note, numbers are strictly limited and will be available on a first come first serve basis. Please also refer to our Cancellation Policy prior to registering.
LEVEL: Intermediary
LEARNING OBJECTIVES:
This workshop explores and clarifies a comprehensive range of issues to enhance the efficacy and effectiveness of marketing, communications and reputation management specific to international higher education settings.
It will allow participants to:
• make informed, evidence based decisions on the implementation of concepts, strategies and tools to the higher education sector
• become aware of global current trends and practices in marketing approaches in universities
• provide leadership in taking their institution towards a marketing orientation and an enhanced reputation.
TARGET AUDIENCE:
The workshop will suit mid to upper managers with strategic and operational responsibility for international recruitment, marketing, communications and international relations. It would be expected that the participants have some basic conceptual grasp of marketing as it applies to an education context and an international context.
WORKSHOP OVERVIEW:
- Education Marketing and analysis: Coverage of the ‘5R’s’ of education marketing
- Integrating Marketing: Meeting the challenge of staff resistance to marketing
- Positioning, segmentation & targeting: Understanding and applying these concepts specifically to the education sector with proven methodologies
- Reputation management: Defining, building and evaluating reputation
- Marketing planning: Relative SWOT analysis
- Case study & self assessment: Self assessment for participants of their current practices utilizing our MaXimizE (Marketing Excellence in Education) benchmarking and evaluation schema.
WORKSHOP MODE:
This interactive half day workshop proposes that in a globally linked higher education environment, the most effective university recruitment and marketing approach rests in evidence based and reputation management based perspectives. Dr Holmes will illustrate through data slides, facilitated group learning, expert feedback and commentary on group exercises, personal and group discussion, discovery learning and hands-on activities the approach to convey evidence based sector best practice.
This workshop program will present participants with an outstanding opportunity to gain both the theoretical and practical skills for the international and recruitment marketing of their university, both within the marketing department in specific tactics and strategy, but also beyond the marketing department in areas including program management and development, planning and student directed services.
PRESENTERS:
The Knowledge Partnership
The Knowledge Partnership (www.theknowledgepartnership.com) is a specialist market research, marketing communications, strategy, and reputation research based consultancy for the education sector. Our consulting and research capacity for universities, colleges and schools extends across the UK, Asia, Australia, Europe, Canada, the Middle East, North Africa, South America, and New Zealand. We have offices in Asia (Singapore), UK (Cambridge and Leeds) Australia (Southport), and from May 2012, in Canada (Vancouver).
The Knowledge Partnership is probably the most specialist higher education consultancy that genuinely operates at an international level; we have offices in Singapore, Australia, the UK, and soon to be Canada. We have an unmatched client base in the education field and are recognised as both pioneers and thought leaders globally in education marketing, reputation strategy and communications response formulation and execution. Our clients include leading education providers in Australia, Asia, Middle East, New Zealand and Europe, as well as the UK, and government organisations including the European Commission, the Higher Education Funding Council in the UK (HEFCE), and the Quality Assurance Agency for Higher Education, Universities Australia, and Education New Zealand.
Our specialisms include: brand reviews and strategy, internal communications audits, marketing reviews, reputational stakeholder reviews, research with key university audiences (students, alumni, partners, and businesses). We have a range of specific IP tools and techniques for scoping stakeholder responses and attitudes towards universities, and undertake regular surveys with university alumni cohorts.
A further specialism is recognised in the wider education domain to be internationalisation. Our research and analysis work in international student markets is frequently reported in national and international press. Refer Appendix for a recent example – March 2012.
Dr Stephen Holmes B Ed, MBA, M Ed Admin, PhD
Managing Partner, The Knowledge Partnership Asia Pte Ltd and Australia Pty ltd
Dr Stephen Holmes is one of three founding partners of The Knowledge Partnership. Stephen has published, consulted and spoken around the world on marketing and reputation management across the education sector with schools, colleges and universities at the highest levels for three decades.
Stephen is the only full time practising consultant in the world with a PhD in the specific field of marketing and reputation management in education.
Stephen’s academic partnerships have included visiting specialists in education marketing at The University of Queensland in Australia, including development and delivery of higher degree courses in education marketing for students worldwide. He also has written widely for CREM, The Centre for Research in Education Marketing, based at The University of Southampton in the UK.
He is also a Director of the MaXimizE (Marketing Excellence in Education) benchmarking and evaluation project adopted by almost 100 universities internationally. .
For further information or assistance, please contact admin@ieaa.org.au or call (03) 9925 4579
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