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Marketing Education - Building a University Wide Marketing & Reputation CultureA market based approach is increasingly relevant to universities & should perform a broader & more critical function in shaping their strategic direction. This 2 day course will provide participants an outstanding opportunity to gain both the theoretical & practical skills for the strategic marketing of their university from a recognised authority |
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Course Objectives
Key Learning Outcomes
- Market analysis – make evidence based decisions on implementation of marketing concepts, strategies and tools relevant to the higher education sector
- Reputation management – techniques to build word of mouth and third party referral to both student and other markets
- Strategic planning and marketing planning – create the critical link between market intelligence and informed planning at both university and faculty levels
- Benchmarking and evaluation – gain insight into international education sector best practice in marketing, communications and student journey management
- Communications – managing and shaping the culture of universities to embed a market informed approach to build alignment internally (staff) and externally
- Portfolio management (courses/programs/services) – build enhanced market focus in this critical variable in student choice and satisfaction
About the Course
This course explores and clarifies concepts in the application of marketing, communications and reputation management specifically to 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 current trends and practices in marketing approaches specifically pertinent to educational institutions
- provide leadership in taking their institution toward a marketing orientation and an enhanced reputation
The course will clarify the meaning of marketing and its evolution in the higher education sector for context.
The question of how marketing can relate to education settings, and current applications of marketing concepts to education, is then explored.
Approaching marketing planning, implementation and evaluation from a strategic viewpoint is then introduced as the starting point for the marketing effort.
A range of concepts will be explored from the strategy perspective, and a framework for an education setting to develop a strategic approach to marketing is part of this investigation.
Critically, consideration of organisational culture as a means of enacting a marketing orientation is included. Following this, implementation of various marketing concepts and strategies pertinent to an education setting are examined.
Who Should Attend
- Marketing and Communications Managers (faculty and centrally based)
- Program Leaders and Deans
- Student Services Managers
- Pro Vice Chancellors
- Senior Education Administrators
Online Media Partner
ORGANISATIONAL MEMBER
