The Proper Role of Marketing in Overseas Campus Development
Recorded on June 24, 2014 (30 minutes)

Introduction

An increasing number of institutions worldwide are establishing (or considering establishing) campuses overseas a major investment with a vast number of drivers and operating models that can greatly impact success. For those overseas campuses where a key objective is to attract students to join a program of study, it is critical to factor strategic marketing into multiple stages of the development process. Join Dr. Vicky Lewis, a specialist in international strategy development and marketing planning for higher education, as she discusses the role of marketing in transnational education.

In this 30-minute webinar she will explain why involving your marketing team throughout the process is essential for meeting student enrollment targets, and she will guide you through the questions to consider to ensure that marketing is effectively integrated into your overseas campus planning, such as:

  • Are your overarching business case, program offering, and growth strategy informed by market intelligence?
  • Is your strategic marketing plan and the communications that flow from it informed by a clear understanding of the relationship between the new overseas campus and your home campus?
  • Does your institution have an adequate marketing budget, and has it considered how roles and responsibilities for marketing and student recruitment will be allocated?
  • What tactics should be adopted for reputation building and student recruitment in a new national context?
An interactive Q&A session will follow the presentation.

What will we cover?

  • Brief context for overseas campus development
  • Six critical points where marketing should influence strategy, resource planning, and operations for an overseas campus
  • How to make sure those with marketing expertise are at the table during the development stages

Participants will leave with:

  • a greater understanding of the critical role of marketing in overseas campus development;
  • compelling arguments for involving those with marketing expertise in the process; and
  • a series of marketing questions and options your institution should consider in order to get your new venture off to the best possible start.

Over 20 years, Dr.Vicky Lewis has built up extensive international higher education experience from a variety of roles within three UK universities. She established a successful International Office from scratch at Bournemouth University before progressing to become director of its comprehensive Marketing & Communications Service.

An Oxford graduate with a DBA in higher education internationalization, Vicky is now an independent consultant specializing in international strategy development and marketing planning for the higher ed sector.

Recent projects include advising a highly ranked British university on the marketing strategy and operations for its campus in Malaysia.

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