Thursday 22 March 2012
Join us for the 5th Annual Conference of the Higher Education Market Interest Group.
With a host of speakers from business and universities across the world, this conference will give strategic and practical advice on improving customer centricity.
We have also organised a pre-conference dinner the evening before for delegates who would like to network with colleagues. This event is priced separately from the conference.
Professor John Brooks was appointed Vice-Chancellor of Manchester Metropolitan University in September 2005 from the University of Wolverhampton where in seven years as VC he implemented significant changes.
A physics graduate of the University of Sheffield, John Brooks was awarded a DSc in 1998 for his work in the physics of materials which spanned some 25 years and resulted in three patents that enabled him to set up a joint venture company.
Nationally, he has served as Chair of the Equality Challenge Unit and as a member of the Board of Universities UK. Currently, he is a member of the Board of the Universities and Colleges Employers Association (UCEA) and sits on several national committees.
At regional level, he serves on the Board of the Northwest Development Agency and is a former Chair of the Science and Technology Facilities Council's Daresbury Laboratory in Warrington. He is the new Chair of Corridor Manchester, a collaboration between the two Manchester Universities, the City Council and the Manchester Royal Infirmary, which develops and extends the knowledge capacity to serve the city’s social, community and economic ambitions.
Professor Brooks has a particular interest in the development of vocational education and the improvement of educational opportunities at all levels, and strongly supports the increase in participation and widening access, believing that HE should be available to all who can benefit from it.
He is currently leading on a £300 million investment programme in new teaching and learning facilities as the University undergoes the largest physical change to its estate since its foundation and consolidates from seven to two campuses
2012 is a transformational year for Higher Education and for Universities. I emphasise this distinction because the creation of the pseudo free market, with increased competition and differentiated fees will segment the market, and the coherence of Higher Education will be transformed into competitive segments.
In the presentation I will explore the perceived benefits to potential students of increased choice, the probable behaviour of the sector to the pressures of the free market and the consequences of failure.
Anna is Communications Manager for the Distinct project, based at Oxford Brookes University. She manages the website, media, events, and internal communications activities for the Distinct project, in order to support universities across England in identifying and communicating what makes them distinctive.
She previously worked in Internal Communications in the international development sector.
Susie Baker is Communications Director at Oxford Brookes University, where she oversees student recruitment materials, website, media and internal communications activities. During her time at Oxford Brookes, she has developed a new communications approach to market positioning and led the campus redevelopment communications campaign.
She was previously Communications Director in the Vice-Chancellor’s Office at the University of Cambridge. Susie was involved in the HELiX project to explore best practice in internal communications, and is now part of the HEFCE-funded Distinct project that is researching distinctiveness in higher education institutions.
Richard Taylor is Director of Corporate Affairs & Planning at the University of Leicester and a member of the University's senior management team. He leads an integrated team covering strategic planning, student recruitment, widening participation, events & engagement, admissions, international operations, development & alumni relations and corporate communications.
Richard has successfully managed a range of projects including the marketing benchmarking and evaluation project Maximize which was funded by HEFCE. He recently led the HEFCE Leadership, Governance & Management project, HELiX, which developed the evaluation and benchmarking system for internal communications in HE.
The University of Leicester have won 5 gold, 7 silver and 4 bronze awards for their marketing and communications work in the annual HEIST Awards since 2007. They are also only the third institution outside North America to win a CASE Grand Gold award for their communication and engagement work.
This lively session will present different perspectives on distinctiveness, chaired by Anna Myers. Susie Baker will share a review of the HEFCE-funded Distinct project’s findings and insights so far, highlighting research on what Vice-Chancellors really think of distinctiveness, and explaining the role of a new Distinct workshop for the sector. Richard Taylor will outline how Leicester developed and implemented its ‘Elite but not elitist’ brand position.
Delegates will also receive a Distinct resource pack including the VC research report and briefing notes.
Kathryn Jones was appointed as the Director of Marketing and Communications at Birmingham City University in April 2008, her third senior appointment within the UK Higher Education sector.
Originally a fully qualified journalist, Kathryn has worked in public relations and marketing for almost 20 years, now specialising in education marketing. Previous posts have included the University of Wolverhampton and the University of Northampton where she engineered a successful re-brand on the awarding of university title and helped reverse a decline in applications and enrolments. Ultimately, this secured her a Gold Heist Award for Regional Recruitment Campaign in 2008.
In April 2011 Birmingham City University launched an integrated internal and external marketing campaign to shift positioning of the University and develop internal pride prior to higher undergraduate fees from 2012 and the University’s announcement of its variable fee position.
This case study openly demonstrates the rationale behind the campaign, the preparation and testing prior to launch, the methods used to ensure all communications internally and externally were designed to complement the over-arching marketing messages and the results achieved to date.
The presentation will be of interest to marketing, PR and internal communications practitioners.
As Director of Marketing during the early years of the partnership between Laureate and the University of Liverpool, Claudia was instrumental to the growth of the University of Liverpool online programmes. Her strong business acumen and ability to adjust to changing market dynamics allowed the University of Liverpool to broaden its brand recognition, reaching students in 175 countries. Claudia was able to maintain a consistent brand promise for the University of Liverpool globally, yet relevant in the local context of students.
In her current role as Strategy Director at Amsterdam based Websizers B.V., she is responsible for designing innovative approaches to online student acquisition. She brings with her the knowlegde gained from working with 28 institutions in 17 countries and being directly responsible for the strategy & development of two online Universities.
Given the choices of 200+ countries, recruiting students abroad with a limited budget, necessitates some important decision making. It can seem like the eternal chicken and egg question. How do we know which countries we should recruit in, unless we know which countries will give the best results.
This session will offer a check list approach of objective setting for International recruitment, to help choose the countries to target and to set some milestones to help identify early success indicators.
Following a scientific career in research and industry, Amanda moved into business intelligence with Glaxo SmithKline, prior to joining the University of York. At the University of York Amanda established an IT training company to provide business focussed training for local companies.
She is currently the Head of Corporate Training at the University of York responsible for the strategic development and marketing of CPD courses across all sectors. Amanda also is responsible for the university employer engagement strategy which covers all the external activities of the university from student placements, industrial research partnerships to consultancy and training.
The approaches that universities need to adopt in order tp market and promote their short course and professional education portfolios in UK and international markets is very different from marketing university full-time undergraduate and postgraduate opportunities.
A range of case studies will be presented detailing how the Training Gateway has developed and implemented strategies for marketing the executive and corporate training expertise from the UK HE sector both in the UK and overseas.
The workshop will include examples of approaches used in Nigeria, Singapore, India and the Gulf as well as the UK. The workshop will also provide a range of tips and ideas that universities can apply in their marketing of executive and corporate training portfolios in different national and international markets.
Sarah Beresford, Senior Consultant at The Knowledge Partnership is a specialist in international marketing and recruitment having more than 9 years experience in the sector including heading up the Asian recruitment team for a Russell Group university as well as working for the British Council in Taiwan and running her own business in the international graduate employment field.
The Knowledge Partnership is a specialist HE, FE and Schools, marketing and strategic development consultancy and in addition to consultancy work, Sarah is currently working on a research project focusing on international students who are already based in the UK when they apply for university study.
Around 60,000 international students are studying in FE colleges and independent schools across the UK.
This session explores whether the numbers of international students already studying in the UK when they apply for undergraduate study should be considered as a market in its own right and if universities should be investing in customised marketing and recruitment strategies in order to reach these applicants.
It will focus on the experiences of international students who are in the UK when they apply for undergraduate study as well as the perceptions of School Advisors, universities and the students themselves on the needs and aspirations of this type of applicant including:
Who these students are
Paul has over 25 years of experience in communication strategy with a particular interest in the Higher Education sector. In 1989 Paul founded Precedent – now one of the UK’s top 10 digital agencies. Clients include The London School of Economics, The University of York and Monash University. Paul now focuses exclusively on international market development, having opened our Perth Australia office in 2009 and in 2010 establishing our global research lab capabilities with HE specific activities covering Beijing, Taiwan, Malaysia and Australia. He has spoken at events such as the Association of MBAs Alumni and Development Forum in Paris on the concept of ‘Alumdergraduates’ and The Council for Advancement and Support of Education both in the UK and in Asia on topics covering internationalisation and the new opportunities for third stream revenue.
For far too long, the digital landscape for prospective international university students in markets such as China and India have been dominated by agency websites. Strong local presences and local language content has made it hard for universities to compete with agency websites online.
Precedent’s international usability labs in China, Malaysia and Taiwan in 2010 highlighted the need for ambitious universities to establish strong local presences that compete with agent website, and present a compelling localised sales proposition to prospective students. This means developing locally relevant, culturally nuanced, local language content, optimising for local search engines and engaging in effective local social media monitoring and intervention.
In this session Paul Hoskins and Robbie Deng will explore further the rationale and ROI for these activities and present a roadmap for any university keen to capture a greater direct student application volume from these increasingly key markets.
Rosemary Stamp advises HEIs throughout Europe on international marketing strategies, competitive brand development, location brand strategy, policy response planning and competitor analysis. She has led over fifteen brand development strategies for higher education and public sector organisations, including the universities of Glasgow, Brighton, Heriot Watt and Birmingham City.
Rosemary facilitates competitive positioning and strategic planning briefings for senior management teams throughout Europe and has now worked with over 100 higher education institutions. She teaches on the Institute of Education's MBA in Higher Education Management, the University of Warwick's International Programme in HE Management and the Leadership Foundation's Leadership Development, Governor Development and Strategic Leaders programmes.
As market change and sector policy drive shifts in strategic marketing and brand management priorities, institutions will need to be ready to meet the implications of exponentially rising standards, changing stakeholder expectations and increasingly complex decision making processes.
This session will explore the repercussions these changes will have on brand development and how they will demand the modification of the institutional brand.
Using case studies from around the world (including universities such as UC Berkeley, part of Rosemary’s 2011 US research visit), and insights from the annual Stamp Consulting Best Practice Benchmark (which maps worldwide innovation in higher education strategic marketing and brand management), the seminar will explore:
Tony left international communications consultancy Hill & Knowlton in April 2011, after a twenty-five year career during which he founded H&K’s European technology practice and global digital practice. He was the global firm’s chief marketing officer for five years, overseeing their formal and informal web presence and the introduction of internal and external social media policies and practices. He co-founded brand research Commetric and equity trading company CommEq.
Niall left Hill & Knowlton at the end of June 2011, after a thirteen year career, first in the digital practice and then as worldwide head of marketing technology. He pioneered the firm’s use of social media including its blogging platform, Collective Conversation. He is the author of a book, Enterprise 2.0, which explores the use of social media inside the enterprise.
This session will explore the importance of social media and social networking in the new post Browne competitive environment. It will look at how UK universities compare with each other - and measure up to overseas HE institutions especially in the USA
Helen is the Director of Marketing and Recruitment at the University of Cumbria responsible for the strategic and operational delivery of Marketing, UK Student Recruitment, Admissions Services and Web Services. Helen has worked in educational institutions for over ten years, with responsibility for Undergraduate, Postgraduate, Home and Overseas Recruitment and Marketing, and in her international work has travelled the world to develop partnerships, work with stakeholders and influence and recruit students. Helen has specialisms in brand development and event management, and has recently completed an Executive MBA at Newcastle University.
Michael Peak has eight years' experience of working in international Higher Education at the British Council. As senior researcher in the Education Intelligence team he has been integral to the development and management of research projects covering different aspects of international education, including ‘Student Insight', (a global investigation into the decision making process of prospective international students), 'Students in Motion', (a study which forecasts international student mobility) and the 'Global Gauge', (measuring and benchmarking the internationalisation activities of different countries). Student Insight has captured the views of over 150,000 prospective international students, from over 100 countries, over four years and provides intelligence on the differences in the decision making processes of students between and within countries. Michael is completing an MSc in Social Research Methods and Statistics at the University of Manchester.
In an increasingly competitive and commercial global environment, how can you really make a diffference in attracting more international students? In this session, Michael Peak of the Education Intelligence team at the British Council, and Helen Fleming, Director of Marketing and Recruitment at the University of Cumbria will share insights and experiences into what really makes an international student tick, and how to maximise your chances of growing your international numbers. Michael will discuss the British Council's Student Insight research which captures data from individuals considering an international education, identifying the key trends and motivational factors that draw in international students, and will also discuss how these factors can alter even between cities in the same market. Helen will share her findings from her extended research part funded by the CIM HEMIG, comparing and contrasting international marketing and recruitment activities between the UK and Australia, and identifying best practice.
Caroline studied for a teaching degree, but having spent every holiday working in an advertising and design agency, decided that a career in marketing would suit her much better.
A Fellow of the Chartered Institute of Marketing, she has led teams in areas such as strategic marketing, new product development, digital marketing and integrated marketing communications. For the past 8 years, she has worked as a marketing and communications consultant and her interim assignments have included senior roles at IOP Publishing, Bournemouth University, London South Bank University and currently at UCAS, where amongst other things, she is developing the organisation’s digital marketing strategy.
This session concentrates on the use of social media, with particular reference to the higher education market and features case studies on UCAS and the Independent Taskforce on Student Finance Information, which is led by Martin Lewis of MoneySavingExpert.com.
The landscape of social media is rapidly changing with the adoption of new channels, technology and features. This session will review the overall landscape of social media in UK higher education institutions including where we’re at as a sector and where we are moving in 2013.
Case studies will illustrate how social media has been recently used in the sector with valuable tips and learning points for discussion.
|Studying Member: £235.00|
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Bedrooms are available at the conference hotel on the night of Wednesday 21st March 2012 at a special rate of £117.00 bed and breakfast (inc vat).
For information on other hotels in the area, please visit http://www.visitmanchester.com/