International Education Strategy and Marketing

Recent Projects

This page summarises recent projects undertaken by Vicky Lewis Consulting, describing the nature of the assignment as well as project outputs and impact.

Internationalisation Strategy

april 2017 - october 2017

Following on from an earlier review of their international recruitment strategy, the University of Gloucestershire asked me to guide them through the process of developing an Internationalisation Strategy (their first one) to support their new Strategic Plan.

Outputs included:

  • a holistic and realistic Internationalisation Strategy to sit alongside other 'enabling strategies' for the Strategic Plan
  • strong buy-in from staff and students as a result of effective consultation
  • clear Goals, Priority Actions and Success Measures
  • an International Partnerships Taxonomy

Market Research to Inform International Postgraduate Recruitment Strategy

July 2017 - january 2018

(Joint project with Julie Vincent, Vincent Consulting Ltd)

Following a competitive tender process, we undertook a significant piece of market research to help inform Liverpool John Moores University's strategy for increasing international postgraduate enrolments.

Outputs included:

  • a substantial report analysing internal and external (HESA) data, competitor insights, market intelligence and stakeholder insights (external and internal)
  • clear intelligence-driven recommendations
  • presentation to senior staff and facilitation of discussion on next steps

International Student Recruitment Review and Action Plan

June 2017 - august 2017

A well-regarded modern university in England asked me to review proposed measures to enhance international marketing and student recruitment and, based on this review, to develop an institution-wide action plan.

Outputs included:

  • a hierarchy of recommendations around: strategy development; alignment of processes and resources; and operational enhancements
  • a three-year timeline with key milestones
  • a more detailed Year One plan

Transnational Education and Marketing - workshop and report

November 2015 - December 2015

A modern university in Scotland invited me to present my research findings on transnational education (TNE) marketing to a group of key staff, lead a discussion-based workshop on the topic, then prepare a short report outlining recommended next steps.

Outputs included:

  • insights for staff into recent original research on the embedding of marketing into international campus development
  • an opportunity to discuss the challenges and options around TNE marketing and ways to address these within the institution’s own specific context
  • a summary of recommended next steps tailored to the institution’s TNE and wider international marketing needs

Options Analysis for Investment in Specific Target Market

July 2015 - september 2015

In support of its ambitious internationalisation strategy, the University of East Anglia appointed Vicky Lewis Consulting to gather and analyse internal and external intelligence in order to propose and evaluate options for developing the University’s profile and activities in a specific region of the world.

Outputs included:

  • a set of five-year goals, backed by a recommended approach to implementation and clarification of initial priorities
  • an evaluation of alternative operating models (including potential establishment of an in-country office)
  • a five-year roadmap for rolling out the recommended model
  • indicative costs and returns

International Student Recruitment Plan

march 2015 - april 2015

Hereford College of Arts, a specialist art and design institution with a strong interdisciplinary ethos and a growing higher education portfolio, asked Vicky Lewis Consulting to develop a tailored plan to build up its international student numbers. The College wanted to raise its international profile and attract a more diverse student body, particularly to its flagship degree courses.

Outputs included:

  • Identification of target markets over a four-year period
  • Recommended steps to gear up for international growth
  • A detailed one-year international marketing and recruitment action plan – both generic and country-specific
  • Resource requirements and indicative ROI
  • Appendices including detailed market data and other useful resources

If your own institution is in a similar situation, download this pdf Information Sheet for tips on how to develop a really practical international student recruitment plan.

Malaysia Campus Marketing and Recruitment

University of Southampton Malaysia Campus​June 2013 – October 2013

Having enrolled the first students on its Malaysia campus in 2012, the University of Southampton engaged Vicky Lewis Consulting to provide a roadmap for growing student numbers over the coming years.

Outputs included:

  • an outline marketing strategy (including recommendations on organisational positioning, opportunities in Malaysia and the wider region, and programme development options);
  • proposals for marketing, communications and student recruitment resourcing and infrastructure (Malaysia and UK-based);
  • an operational marketing and student recruitment activity plan.

If your institution is considering establishing an international campus, download this pdf Information Sheet which highlights the marketing questions you should be asking at key stages of the project.

International Pathways and Public-Private Partnership Research

January 2015 - february 2015

A well-regarded traditional university commissioned Vicky Lewis Consulting to undertake some research into opportunities to support its internationalisation strategy via a public-private partnership. The objective was to provide a preliminary outline of opportunities and evaluation of the options available.

Outputs included:

  • an analysis of the global and national operating context for public-private partnerships and pathway provision
  • a profile of each of the main providers and an evaluation of fit with the university's strategic aims
  • recommendations on opportunities to pursue and next steps

International Student Recruitment Opportunities - Action Plan

MAY 2015 - JUNE 2015

A UK Film School, a specialist postgraduate-only institution which has been described by the Observer newspaper as ‘the best film school in the world’, commissioned Vicky Lewis Consulting to develop a tailored plan to increase high-calibre international applications and enrolments – with a specific focus on two of its niche Masters programmes.

Outputs included:

  • Identification of target markets and proposed tactics
  • Recommended steps to gear up for international growth
  • A detailed one-year international marketing and recruitment action plan – both generic and country-specific
  • Resource requirements and indicative ROI over a three-year period

Scholarships Portfolio Review

JUNE 2014 - SEPTEMBER 2014

The University of East Anglia appointed Vicky Lewis Consulting to review its extensive portfolio of scholarships (and other financial incentives and support). The objective was to develop a scholarships and awards portfolio which reinforces agreed strategic priorities in a clearly targeted, measurable and cost-effective manner.

Outputs included:

  • a set of research-informed guiding principles and financial targets
  • a new scholarships and awards framework proposal
  • a series of recommendations for implementing and promoting the new portfolio

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