Высшее образование маркетинг: международные тенденции и инструменты Москва 10-11 декабря 2012

1. Высшее образование маркетинг: международные тенденции и инструментыМосква 10-11 декабря 2012 Рене де ла Фонтейнэ, Exhem, Университет Маастрихта

2. Your input • Expectation • Objective • Statement • Question

3. Profile Maastricht University Mission • Leading in Learning • International • Thematic, multidisciplinary research Research Focus • Quality of Life • Learning and Innovation • Europe and a Globalizing World Network University • Knowledge networks (national cooperation, int. consortia) • Business World (DSM, Philips, Siemens, APG, Unilever) • Government (Province, Municipality, EL&I)

4. Profile: Faculties at Maastricht University • Faculty of Health, Medicine and Life Sciences, part of Maastricht University Medical Center • Faculty of Psychology and Neuroscience • School of Business and Economics • Faculty of Arts and Social Sciences • Faculty of Law • Faculty of Humanities and Sciences

5. Facts and Figures 2011 Staff (numbers) 3.917 Academic staff (numbers) 2.187 Female % academic staff 47,7 % International % academic staff 24.1% Students (registered) 15.916 Student exchange in: 1,163 (7%); out 2,051 (13%) Enrolment students 6,150 Foreign enrolment 51% Budget (balance sheet) 334 mln. € PhD defenses 213 # refereed journal articles 3.567 # other publications 1.399

6. SBE FHML LAW FHS FPN Fasos

7. Development UM Cultural sciences Molecular Life Sciences Informatics and Mathematics Economics and Law Biomedical technology Health Sciences Medical science 7

8. International programs in most disciplines: European Studies, International Business, European Public Health, European Law School, University College Maastricht Main language of instruction English Influx of foreign students ca. 51% Profile Maastricht University, international dimension

9. International Higher Education Marketing • Higher Education as a Market

12. Where do students go? • Where do students come from? http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx

14. Reasons for internationalization Bachelor Master model Tradition in exportingstudents Emergingcountrieswithrapidgrowth Perceivedvalue of aninternationaldegree Highereducation as a profitable investment

16. Why would you want to do this? • Funding • Quality • Internationalization of curricula • Exchange • Acquiring Network • Government wants it

17. What is a market • All the customers and potential customers who share a common need that can be satisfied by a special product • Who have the resources to exchange for it, • Who are willing to make the exchange • And who have the authority to make the exchange

18. What is marketing? • An organizational function, and a set of processes for creating, communicating and delivering value to customers • And for managing customers relationships in ways that benefit the organization and its stakeholders. • ‘Marketing’ by Solomon, Marshall, Stuart, Barnes & Mitchell

19. Internationalization and marketing • Marketing activities for Russian students? • For other stakeholders? • Would international marketing be different than national marketing?

20. What should be your message . • Hello (we are here) • We are good • It is nice here • Come to us

21. Key tools and channels • Brochures • Website • Student/education Fairs • Agents • Networking • Social media • Invitations • Advertisements

22. Key tools and channels 2 Recruiters Partnerships Rankings, results, quality Your own students – Buddy system TV, Billboards, Career counselling institutes • .

23. Marketing concepts • 4 P’s • Product – Price – Place - Promotion • STP • Segmentation – Targeting - Positioning

24. What is segmentation? Dividing a larger market into smaller pieces based on one more shared characteristics.

25. Examples 1- Russia – Rest of the world 2- Western countries - Eastern countries 3- Bachelor students – Master students – PhD students 4- Older students – Younger students 5- Individual students – Companies – Governments. 6- 1st semester – 2nd semester – summer school – on-line

26. Where do students go? • Where do students come from? http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx

27. Benefits of segmentation 1- Structures your work 2- Gives you an overview 3- Gives you insight what expertise you are missing 4- Less surprises while you are busy 5- Could lead to new ideas

28. What is targeting? Selecting and entering a market

29. How? Select from the list of segmentation Then work with criteria

30. Criteria for goals / targets -The goals are already set. -Which students (or countries) do we want? -For which students (countries) could we be attractive? -For which students (countries) would it be relatively easy to communicate?

31. Positioning -Marketing Mix -4 P’s –Place – price – product- promotion

32. Positioning – How does it work -Best in Russia -Do we have competitors? -Excellent education and coaching -International atmosphere -Good support – unique experience -Value for money

33. Best in the world Who would go to number 5?

34. Positioning : conclusion -Know yourself -How would others look at you -Never lie -Be creative -Work on a solid foundation Unique Selling Points (USP’s )