Posted on 25 May 2015 at 09:09 by Vicky Lewis
I undertook some research in late 2014 / early 2015 (see previous blog post) into the role of marketing in international campus development. The aim of this was to generate some useful (evidence-based) recommendations for HE institutions considering development of an international campus.
I’ll be sharing detailed findings elsewhere. In the meantime, here are the key recommendations, broken down by themes (roughly corresponding to consecutive phases in the international campus development project):
Recommendation 1: Understand the market – and use this understanding to inform business case, proposition and portfolio
Recommendation 2: Business plan and marketing strategy must go hand in hand
Recommendation 3: Provide adequate marketing budget and coordinate account reporting
Recommendation 4: Foster a cross-campus team culture between all those involved in marketing and student recruitment
Recommendation 5: Define the marketing roles required, recruit specialists at an early stage and invest in developing their expertise
Recommendation 6: Factor in enough time for building in-country relationships and reputation
Recommendation 7: Develop a broad-based, jointly owned marketing and student recruitment plan whose success can be measured
These headline recommendations are just the tip of the iceberg: there’s a lot of detail sitting behind them. Let me know if you’d like to discuss further.
I’ll be at the British Council’s Going Global conference in London where I’m doing a Poster Presentation at 1445 Tuesday 2 June on 'Collaborating across organisational cultures to market your international campus'. It takes place in the Benjamin Britten Lounge on the third floor of the conference centre: poster PP3.07.
It would be great to meet – or hear from – anyone with an interest in international campus development (the theory or the practice)!