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International Education Strategy and Marketing

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Posted on 4 Dec 2015 at 13:23 by Vicky Lewis

How to... use marketing effectively when establishing an international campus

University of Southampton Malaysia CampusOne of the reasons I undertook my research study into the role of marketing in international campus development is that there's very little practical guidance out there.

Colleagues at UK HEIs involved in marketing an international campus felt they were having to learn the quirks of international campus marketing as they went. They agreed that having some good practice guidelines and recommendations would have been valuable.

So one output - drawn not only from my research but also from my consultancy work - is this new guide (pdf): How to use marketing effectively when establishing an international campus.

It is broken down into the different stages of an international campus development project (from concept through to student recruitment planning). At 14 pages, it's designed to be easy to digest and to stimulate internal discussions.

The plan is to follow it up with a series of more detailed guides (posted on this website during 2016), exploring key development stages in more depth and providing tailored marketing advice for that stage.

In the meantime, here is a copy (pdf) of the journal article (in Perspectives: Policy and Practice in Higher Education) that was triggered by my research. This builds on my previous article (pdf) for the EAIE's Forum magazine about the need for marketing expertise to be embedded within the international campus development process.

If you would like to explore ways in which I could support your international campus (or other internationalisation) development plans, please email me on: vickylewisconsulting[at]gmail.com

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