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International Education Strategy and Marketing

Resources and Publications

This page provides links to resources useful to those developing internationalisation strategies and plans. It also brings together the publications I have written or contributed to and conference presentations I have given.

Each section (Resources, Publications and Presentations) is divided into thematic sub-sections. When new material is added, this will be flagged up via Twitter, LinkedIn and on the Vicky Lewis Consulting blog.

Resources

Transnational education

An area that particularly interests me is the effective marketing of International Campuses (also referred to as International Branch Campuses [IBCs], Overseas Campuses or Offshore Campuses). It is so important that marketing experts in a range of areas are involved in discussions from the very start of the planning process.EAIE Forum 2014 Summer - TNE cover

I have drawn up a PDF Information Sheet that highlights the points in the overseas campus development process (from Strategy Development, through Resource Allocation, to Implementation) when marketing plays a critical role. This document also lists some questions that HE institutions should ask themselves at each stage.

For those wanting a more in-depth analysis, this article, published in July 2015 in the Taylor and Francis journal Perspectives: Policy and Practice in Higher Education, shares the findings of my research into lessons learned by UK universities when it comes to embedding marketing into international campus development.

See also my blog post on Embedding marketing in international campus development for a much shorter list of research-based recommendations for HEIs considering setting up an international campus.

If you are interested in viewing a webinar I gave on this topic in June 2014 via The Brenn-White Group's International Education Academy, you can order a download here.

The Summer 2014 edition of Forum magazine (a quarterly publication of the European Association for International Education - EAIE) also includes an article I wrote, entitled: Branch Campus Development: Marketing expertise required. Here's a PDF of the article.

If you are interested in investigating further some of the issues around international campus development, here is a two-page PDF Resource Sheet listing useful publications, websites and other resources.

The main focus is on the marketing and positioning of international campuses. However the list also includes sources of facts and figures relating to transnational education more generally - and a couple of useful guides (both emanating from the Leadership Foundation for Higher Education) for those leading transnational education projects.

This guest comment piece from June 2015 on the UK HE International Unit's HEGlobal website focuses in on the need for collaboration between home and international campuses when it comes to marketing.

International student recruitment planning

A recent consultancy project for a small-ish, new-ish HE provider wanting to take its international student recruitment to the next level got me thinking. There may be other institutions out there who would benefit from a step-by-step guide to the process of developing an international marketing and student recruitment plan.

So I decided to document and share that process via this PDF Information Sheet. Even if you already have a plan in place, it could be a useful touchstone. I'd welcome any feedback - and any requests for other topics you'd like me to cover, since I plan to develop further Information Sheets along these lines.

This Information Sheet outlines what needs to be considered at each of the following stages:

  • Clarifying internal and external context
  • Pinpointing institutional priorities
  • Working through the marketing mix
  • Planning marketing and recruitment activity
  • Articulating targets and monitoring mechanisms.

It also provides links to some useful data resources and information sources.

If you would like some help in developing a tailored action plan for your institution, have a look at my Internationalisation essentials service. Do get in touch for a free telephone or Skype consultation if that - or a variation on it - sounds useful.

International Activities - risks and resources

Following a GuildHE strategic event on internationalising higher education which took place in July 2014, Axel Bols (Deputy Chief Executive of GuildHE) and I have come up with what we hope will be a useful resource for institutions at the early stage of their internationalisation journey. 

It is a PDF Information Sheet which lists the main types of international activity and notes down for each the key benefits, cost and risk levels, early questions to ask and further sources of information or support. We hope you find it useful.

For a bit of context, here's our related blog post (also available on the News and Views page of this site).

Internationalisation strategy creation or review

IRPE Pie Chart exampleOne of the outputs of my DBA was an exercise – the attached PDF Internationalisation Rationale Prioritisation Exercise (or IRPE) –  which can be used by institutions to stimulate discussion and aid development of an internationalisation strategy.

Ideally it should be used at the outset of strategy development to clarify rationales for engagement and, in particular, any gaps between aspirations and reality which might help to inform the way forward. It can also be used as part of a strategy review.

You can see what it looks like and a suggested process for applying it on the attached PDF. If you'd like to discuss applying or adapting this tool for use in your own institution, please get in touch.

Publications

Transnational education

Branching Out - UCAS Illume edition 4In July 2015 the Taylor and Francis journal Perspectives: Policy and Practice in Higher Education published my article on Embedding marketing in international campus development: lessons from UK universities. This shares the findings of an independent research project I undertook between November 2014 and February 2015, when I interviewed a range of key stakeholders to gather together their insights.

The Summer 2014 edition of Forum magazine (a quarterly publication of the European Association for International Education - EAIE) includes an article by me, entitled: Branch Campus Development: Marketing expertise required (PDF).

Some comments from me are also included in a feature on overseas campuses and transnational education in the Winter / Spring 2014 edition of UCAS Illume magazine. This publication is aimed at those who advise students on their future education options. The article, Branching Out, can be found on page 13 of the PDF.

Integrated internationalism

My 2007 doctoral thesis was on 'Integrated Internationalism' in UK higher education: interpretations, manifestations and recommendations (PDF). It includes the results of a 2005 national survey regarding institutional rationales for internationalising and presents case studies of three UK HE institutions which adopted quite different approaches.

Published conference papers (in PDF format) on related topics include:

Lewis, V. Integrated internationalism: interpretation and implementation in UK HE. Education for Sustainable Development: Graduates as Global Citizens Conference, Bournemouth 12-13 September, 2005.

Lewis, V. & Luker, P. The meaning of internationalisation for a modern vocational institution: a study of Bournemouth University, UK. Going Global: The UK International Education Conference (British Council), Edinburgh 8-10 December, 2004.

Presentations

NAFSA Conference Program 2006This section includes powerpoint slides from a range of conference presentations relating to HE internationalisation.

Lewis, V., 2014, The Proper Role of Marketing in Overseas Campus Development. Brenn-White Group International Education Academy Webinar - delivered 24 June 2014

 

Lewis, V., 2008, Leading a Higher Education Institution towards ‘integrated internationalism’: perceptions and practice from the UK (PDF). European Association for International Education (Antwerp, Belgium)

 

Killick, D. & Lewis, V., 2006.  Global Perspectives in the Curriculum: Two Institutional Models. NAFSA – Association of International Educators (Montreal, Canada)

 

Lewis, V., 2005. Integrated internationalism: interpretation and implementation in UK HE. Education for Sustainable Development: Graduates as Global Citizens Conference (Bournemouth, UK)

 

Lewis, V., 2005. Internationalisation within the HE Sector (PDF). BUILA – British Universities International Liaison Association (Winchester, UK)

 

Lewis, V. & Peacock, N., 2005. Developing an internationalisation strategy: laying the groundwork and taking some practical steps. UKCOSA – The Council for International Education (Coleraine, UK)

 

Lewis, V. & Luker, P., 2004. The meaning of internationalisation for a modern vocational institution: a study of Bournemouth University, UK. Going Global: The UK International Education Conference (British Council) (Edinburgh, UK)

 

 
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