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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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Marketing instruments
1. Ads | online & print
2. Cobranding3. E-mail Communication | Newsletters4. Event Marketing5. Fairs | Conferences | 3rd party events6. Folders | Brochures | Student Guides & Prospectus7. Interactive Web Components | Social Networking | Online Marketing
8. Movie & TV Spots | Radio9. Merchandising & Give Aways10.Multimedia Marketing11.Search Engines | Directories12.Personal Communication | direct & indirect
13.Placard | Poster | Banners | Postcards14.Press | PR15.Sponsoring16.Telephone Advising17.Website
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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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What else .
Ads | online & print Cobranding
E-mail Communication | Newsletters Event Marketing Fairs | Conferences | 3rd party events Folders | Brochures | Student Guides & Prospectus Interactive Web Components | Social Networking | Online Marketing Movie & TV Spots | Radio
Merchandising & Give Aways Multimedia Marketing Search Engines | Directories Personal Communication | direct & indirect Placard | Poster | Banners | Postcards Press | PR
Sponsoring Telephone Advising Website
A1
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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