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international student recruitment and business marketing

international student recruitment and business marketing. Presentation Summary. Introduction to Edinburgh Napier Marketing: International student recruitment Businesses Partnership “ Business tailor” Marketing “System” Summary. Scotland. Edinburgh Napier University. About us.

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international student recruitment and business marketing

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  1. international student recruitment and business marketing

  2. Presentation Summary • Introduction to Edinburgh Napier • Marketing: • International student recruitment • Businesses • Partnership • “Business tailor” • Marketing “System” • Summary

  3. Scotland Edinburgh Napier University

  4. About us We are a leading modern university committed to the highest standards of excellence in teaching, learning, research and knowledge transfer. Our purpose is to develop in individuals, organisations and communities the skills and knowledge which will enable them to succeed. We are focused on providing education and undertaking research which is directly relevant to enabling graduate employability and to supporting sustainable economic growth in Scotland and beyond.

  5. Facts & Figures* * 2009/10 **HESA 2010/11 Established 1964 Nearly 18,000 students from 115 countries 93.6%** of undergraduate students in jobs/further study six months after graduating 97% of postgraduate students are in work or further study within six months of graduation (DLHE 2010) 29% overseas students Three faculties and eight schools Three main campuses in Edinburgh Nine Institutes of Research & Innovation

  6. Some of our famous Honorary Graduates

  7. Faculties Faculty of Health, Life & Social Science Faculty of Engineering, Computing & Creative Industries The Business School

  8. University management structure Principal & Vice Chancellor University Secretary Vice Principal (Strategy, Resources & External Relations) Vice Principal (Academic) Director of Property & Facilities Services Office University Secretary Director of Information Services Director ofFinance, Planning & Commercial Services Director of International Development & External Affairs VP (Academic) Office Director of Student & Academic Services Dean Faculty of Life & Social Sciences Dean Faculty of Engineering, Computing & Creative Industries Dean Business School Director of Human Resources & Development Research, Strategy & Practice Lead Academic, Strategy & PracticeLead Assistant Dean Assistant Dean Assistant Dean Assistant Dean Assistant Dean Assistant Dean Head School of Nursing, Midwifery & Social Care Head School of Life, Sport & Social Sciences Head School of Engineering & the Built Environment Head School of Arts & Creative Industries Head School of Computing Head School of Accounting, Financial Services & Law Head School of Management Head School of Marketing Tourism & Languages May2012

  9. Marketing to international students

  10. International • Offices in Hyderabad, Beijing, Shandong & Singapore • Active in Hong Kong for over 20 years • New developments & business links in Singapore • 18 international institutional partners • Overseas delivery • Dual site delivery • Research collaboration • 67,000 active alumni in 126 countries including US, China & India

  11. India

  12. Edinburgh Napier in India Permanent India Office in Hyderabad since 2009 Over 300 students currently studying Edinburgh Napier degrees in Delhi, Kolkata and Delhi with Institute of Advanced Management Scottish Centre for Tagore Studies opened in Edinburgh Napier in 2012 to promote Indian culture, philosophy, art and literature through the work of Rabindranath Tagore 2 x £5,000 Tagore Scholarships for outstanding Creative Arts students looking to start in September 2013 5 x £2,000 PS Foundation scholarships donated by Vin Murria to support students in Business, Computing & Engineering who meet with financial difficulty

  13. Costs of Study Postgraduate fees range from £10,520 - £13,330 (925,000 INR – 1,170,000 INR) Undergraduate fees are approximately £10,080 (885,000 INR) Edinburgh Napier provide 25 Indian Postgraduate Scholarships of £2,000 per year for the best qualified students Living costs are estimated at £600-800 per month – including £300-400 for accommodation costs

  14. Application & Immigration Process Undergraduate applications must come through www.ucas.com and Postgraduate through www.courses.napier.ac.uk Application can be turned around in 5 working days On receiving an offer you would be expected to pay £3,500 before we are able to issue a CAS (student visa sponsorship) letter UK Border Agency will then use bank statements to assess whether you have the access to outstanding fee plus living costs for your duration of study (based on £800 per month)

  15. Marketing to businesses

  16. Business entry points Leadership & Management Practice Employment Research Science & Health Innovation Creative Industries Informatics & Digital Innovation Product Design & Manufacture Sustainable Construction Forest Products Research Transport Research

  17. What Napier has to market • World leading research in specialist areas which has a direct and immediate economic impact • Bespoke multi-disciplinary services in: • Contract Research • Consultancy • Knowledge Transfer • Continuing Professional Development

  18. Achievements Patented a process to develop Biofuel from Whisky waste products – Celtic Renewables Ltd Digital security software – Inquisitive Systems Ltd Queens Anniversary Prize

  19. Marketing Strategy: • An ‘umbrella’ brand and strategy for multiple organisations • 9 Partners as a Single ‘gateway’ to university and college expertise; • Providing a straightforward entry point for businesses • Approach: • Establish strategic aims and target audience (e.g. key business sectors, referral organisations, internal staff) • Review the current market place (SWOT analysis) • Create list of key objectives and messages to customers – students or businesses • Consider systems integration (e.g. website to integrate with CRM system) • Create list of key requirements for marketing materials e.g. logo, website, copy, suite of photography, templates etc. • Invitation to tender for brand creation & for social media strategy

  20. 9 partners ! BIE

  21. Single Brand & Portal

  22. CRM System • ENU use of Salesforce includes: • Logging and tracking interactions with business clients and academic staff • Generate data for reports • (e.g. investment in R&D, new products, jobs created – impact on the economy) • Communication across the disparate partners via Chatter • Marketing campaign management • Business Tailor enquiry form linked to Salesforce system

  23. Typical CRM report

  24. + = Marketing System

  25. CRM System

  26. Summary • Introduction to Edinburgh Napier • Marketing style and messaging depends on purpose:

  27. Workshop • Why do I want / need to do it? • What’s in it for me? • Income? • Expectation – eg Policy • Informed teaching and learning? • Customers: • Which sector are they in? • Where are my new customers? • What do they want from me? • How much can they pay – if they can? • When do they need it? • Is company size a factor? • Threats

  28. Workshop • What are the equivalent messages for me? • Explore – what are my foci? • Service quality • Specialist know how, facilities, IP etc • Funding – do I have or can I access funding to make it easier? • SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats

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