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Course Outline

  Market analysis Download Course Brochure
  • Coverage of the 5R’s of education market analysis:
    • Recruitment
    • Retention
    • Referral
    • Relationships
    • Reputation
  • Insights on research on student markets and marketing in higher education over the past 15 years
  Positioning, segmentation and targeting
  • Applying these concepts specifically to the education sector with proven methodologies
  • Integrating the findings to build market focus
  Reputation management
  • Defining and evaluating reputation
  • Strategies and tools to build word of mouth and third party referral

Strategy planning (intent) and marketing planning

  • Developing a process to create the critical link between market intelligence and informed planning
  • Relative SWOT analysis
  Benchmarking and evaluation
  • Tools to apply and examples of sector best practice internationally in marketing, communications and student journey management including a self assessment
  Strategic communications
  • Meeting the challenge of staff resistance to marketing
  • Building a culture of alignment internally (staff) and externally
  Portfolio management (courses/programs/services)
  • Building market focus in this critical variable in student choice
  • Analysis of various portfolio tools

Case study and self assessment

  • Discussion of current and future trends that may impact on marketing and communication approaches and practices in higher education
  • Self assessment for all participants of their current practices utilising the unique MaXimizE (Marketing Excellence in Education) benchmarking and evaluation schema adopted by more than 70 universities internationally over the past 5 years

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