Marketing in Higher Education

Thursday 9th February 2012, Guoman Charing Cross Hotel - London, 09:00 - 16:00

Successfully Marketing Universities in a Competitive Environment

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Overview

The Higher Education White Paper ‘Students at the Heart of the System’ (published June 2011) presents universities and students alike with a new series of challenges and opportunities. The government is seeking to implement changes that will ensure institutions are more responsive to the needs of consumers, who in turn will benefit from an enhanced student experience, and a more responsive and diverse higher education sector.

With applications for university places growing every year and with the government moving forward to expand the higher education sector, it is now more important than ever that universities capitalise on strategic marketing campaigns to position themselves as leaders in the field, and differentiate themselves from the competition at home and abroad. As tuition fees rise, universities will be placed under mounting pressure to market themselves as institutions offering value for money; new marketing strategies will be necessary to relay this increasingly important message.

The government is committed to ensuring UK universities remain at the forefront of worldwide education, and that the provision of this education becomes more diverse and accessible to all. To do this, it will move away from tight enrolment controls, making 85,000 student places contestable between institutions in 2012-13, allowing unconstrained recruitment of the 65,000 highest achieving students, as well as allowing more higher education institutions to award university degrees, and making it easier for new providers to enter the sector.

The White Paper places students in the driving seat of their education, offering wider choice and opportunity to benefit from the diverse sector of over 1600 bodies that already offer some form of HE provision. The sector is becoming more competitive and for institutions to achieve success they must now be more responsive and accountable to their consumers. Communication between institutions and students will play a bigger role than ever in delivering accountability, aiding recruitment and allowing institutions to capitalise effectively on the opportunities presented in the evolution of the HE sector.

Agenda

This timely and informative forum will offer delegates the opportunity to understand how the higher education reforms will provide them with the opportunity to brand their institution and attract successful candidates. Learning from best practices and experts in the field, delegates will discover effective methods and marketing strategies to attract students and promote their services, as well as discovering new digital tools that can market universities globally to an ever growing global audience.

09:00	Registration and Coffee
09.45	Chair's Opening Remarks Donald McLeod, Head of Marketing Services, University of Hertfordshire & Chairman, Higher Education External Relations Association (HEERA) (CONFIRMED)
09:50	Morning Keynote: The Role of Marketing within Higher Education Identifying key issues and common problems for marketers in higher education Enhancing the knowledge and experience of marketers in education The benefits of a strong marketing team: promoting the university and reaching out to students How can sharing resources and ideas improve the overall standing of the UK's higher education system The use of marketing as a tool to attracting funds and commercial opportunities The future of higher education: where does marketing fit? Emma Leech, Director of Communications and Marketing, University of Nottingham and Chair, Chartered Institute of Marketing's HE Market Interest Group (CONFIRMED)
10:10	The Benefits of an Engaged Alumni Family Strategies for building an engaged alumni network Funding alumni outreach as an investment for the future The importance of attracting funds in the face of higher education cuts Reaching out to build a reputation and promote the University Promoting the benefits and services available to alumni Connecting with the old to appeal to the new: using a strong reputation of satisfaction to appeal to new students Karen Kirkup, Assistant Director Development & Alumni Relations, Teesside University (CONFIRMED)
10:30	Using Social Media as a Communication Channel to Applicants The development of social media at UCAS How UCAS uses social media as an effective customer service and communications tool Establishing an effective approach to social media The future: improving the online experience across all channels –social media, mobile, web John Madden, Social Media Adviser in Customer Operations & Lisa Feege, Head of Customer Communications in Marketing, UCAS (CONFIRMED)
10:50	Questions and Answers Session
11:10	Coffee and Networking
11:30	Enhancing the Student Experience The benefits of a cohesive and well supported students services office The importance of promoting student success and well being Helping people make the most of the opportunities available to them at university Ensuring universities offer a variety of services: from sports to study skills, careers advice to counselling Valuing student experience in the face of rising tuition fees Dr Annie Grant, Dean of Students, University of East Anglia (CONFIRMED)
11:50	Case Study: The University of Bedfordshire and the Value of Positive Student Experience Evaluating government commitment to a better student experience; what does it mean, how can it be achieved by individual institutions? The marketing potential and benefits to the university of happy students Creating a reputation for the university through positive student feedback The value of the National Student Survey Satisfied students as a vehicle for promoting an institution Understanding how to satisfy the student population James Armit, Director for Student Experience, University of Bedfordshire (CONFIRMED)
12:10	Questions and Answers Session
12:30	Lunch and Networking
13:30	Afternoon Keynote: Opportunities for the Future: Improving the Quality of UK Higher Education Creating accountable and standardised institutions Working with the QAA to improve the quality of higher education Opportunities for diversification of higher education provision following reform Marketing a non-traditional setup effectively: maintaining quality in a diverse sector Moving forward with the government White Paper; putting students in the driving seat Marketing universities as attractive institutions; realising the benefits of a quality education Anthony McClaran, Chief Executive, The Quality Assurance Agency for Higher Education (CONFIRMED)
13:50	Using The Data, Knowing the Market to Inform Your Marketing Strategy Using statistical data and information to correctly identify and target future students Capitalising on services the HESA offers The importance of good data for successful marketing Preparing and planning future initiatives The importance of accurate statistics in HE provision Alison Allden, Chief Executive, Higher Education Statistics Agency (CONFIRMED)
14:10	Questions and Answers Session
14:25	Coffee and Networking
14:45	Case Study: Creating an Integrated and Institutional Approach to Marketing Integrating marketing across all areas of university activity Effectively managing a budget and allocating resources to marketing to maximise impact Rethinking the role of marketing in the new fees regime Using new media and techniques to promote courses and services Strategies for enhancing the public profile of your institution Running an effective and efficient marketing department during times of constrained budgets Peter Allen, Director of Marketing, University of Derby (CONFIRMED)
15:05	Successfully Marketing Your University to Appeal to a Wider Audience Rising to the challenge of effectively targeting disadvantaged students Breaking educational barriers through wider recruitment Providing accurate information on fees and requirements Strategies for attracting high achieving students How can HEI's play a positive role in improving social mobility? Attracting students from different backgrounds through accessible marketing campaigns Jane Chafer, Director of External Relations and Communications Services, University of Plymouth (CONFIRMED)
15:25	Closing Keynote: Marketing Universities in a Competitive Environment Promoting UK education in a global market Differentiating your university in an increasingly competitive HE sector Capitalising on all assets; from research to recreation, sports to speakers Promoting the value of higher education; providing graduate opportunities and careers advice Competing with other providers including FE Colleges and private business schemes Establishing working relationships and established partnerships for the future Producing an informative and attractive prospectus, and delivering successful open days to attract students Tricia King, Director of External Relations and Pro Vice Master for the Student Experience, Birbeck College (CONFIRMED)
15:45	Questions and Answers Session
16:00	Chair’s Summary & Close

*programme subject to change without notice

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Audience

Delegates will include vice chancellors, pro vice chancellors, directors of communication, heads of marketing, heads of media relations, press officers, directors of external relations, corporate partnership directors; and will be drawn from public, central government departments and agencies, academia, research councils, learning providers, businesses and employers, voluntary and community sectors and the private sector.

Marketing in Higher Education

Thursday 9th February 2012, Guoman Charing Cross Hotel - London, 09:00 - 16:00

Successfully Marketing Universities in a Competitive Environment

Book Now!