HUMANE Seminar Venice (IT), April 22-23, 2016
The Shape of Things to Come: System and institutional responses to higher education marketisation
• What are the drivers of higher education demand over the next 10 years?
• What are some of the big, observable trends in higher education branding and marketing strategy?
• What are the implications of these trends for the professional administration of universities?
Demographic changes, shifts in the global economy, trade patterns, and shifts in inbound and outbound student flows linked to growing global competition are re-shaping the global higher education landscape.
By 2020 just four countries -- India, China, the US and Indonesia – will account for over half of the world’s 18–22 population; and a further quarter will come from Pakistan, Nigeria, Brazil, Bangladesh, Ethiopia, Philippines, Mexico, Egypt and Vietnam. Opportunities for global engagement in higher education are not limited to internationally mobile students. Transnational education and collaborative research partnerships are also experiencing exponential growth.
The practical implications of these powerful trends and changes emanating from the globalisation of higher education for system-level and institutional marketing strategy are immense.
Policy makers in most developed and developing countries shape their national higher education policies with an eye to global higher education rankings. Their quality assurance regimes are also often focussed on assuring foreign governments of the quality and prestige of national higher education systems.
At the institutional level, universities are allocating more resources than ever before to marketing and branding strategy, and the delivery of these strategies.
This in turn has spawned new leadership positions within universities such as Chief Marketing Officers and Chief Digital Officers. And online and digital marketing and recruitment resources are high priority investments for most universities.
In short, effective strategic planning in universities is no longer possible without a parallel focus on unified brand messaging to help recruit, retain and build loyalty among students, staff, alumni, donors and other stakeholders.
Our seminar will grapple with all of these issues bringing together an impressive range of system-level, institutional and external-to-higher education speakers to help us navigate the shape of things to come!
Speakers and Presentations:
Brandiversity: How universities explain their singularities and diversity as a branding strategy
Manel Jiménez Morales - Communications and Marketing at the Vice-Rector’s Office, Universitat Pompeu Fabra, Barcelona (ES)
Impact is the keyword in university branding – case University of Helsinki
Kirsti Lehmusto - Director of Communications and Community Relations, University of Helsinki (FI)
Around the World in 50 Years - How Warwick went from local to Global. What were the drivers and what are the consequences?
Ken Sloan - Registrar and Chief Operating Officer, University of Warwick (UK)
Building communities @UnivGroningen: how to make your recruitment more effective using #socialmedia
Maarten Dikhoff - International Marketing and Communication, University of Groningen (NL)
Alumni & Alumni networks: an untapped resource for higher education marketing
Prince Ralph Osei - Former Global Alumni & Development Officer, New York University Abu Dhabi (CA)
Opportunities vs. Constraints: why international marketing is not always such a funny thing
Enrico Sartor - Director International Relations, Ca' Foscari University, Venice (IT)
International Fundraising: opportunities, trends and tensions
Joanna Motion - Partner, More Partnership (UK)
How do you build your universities reputation?
Joe Avison - Managing Director of Global Relations, The Chronicle of Higher Education (US)
Seminar Chair: Marylène Meston de Rene - Directrice générale des services, Collège de France (FR)