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1. Definitions & state of play IPN Experts Round TableVienna, January 17, 2011 www.oead.at

2. Definitions: information • knowledge obtained from investigation, study, or instruction. • facts or data, esp pertaining to a particular subject or regarded as significant. • Proposed definition for IPN purposes • Information focuses on the provision of ‘unspinned’, neutral, objective facts or data in a manner appropriate for the purposes of the petitioner

3. Definitions: marketing & marketing concept • The process of developing a market for goods or services. It is usually based on market research carried out to analyse the extent of a market for a particular product or service. • The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. […]

4. Definitions: marketing & marketing concept • Proposed definition for IPN purposes Referring to the process of developing a market for goods and services, marketing is based on market research and a thorough understanding of consumers and customers and seeks to establish an appropriate marketing mix in a bid to satisfy organizational goals.

5. Definitions: promotion • All means of conveying the message about a product or service to potential customers, e.g. publicity, a sales campaign, etc. • The generic title for marketing communication • Promotion is generally thought of as a sequence of activities designed to inform and convince individuals to purchase a product, subscribe to a belief, or support a cause. • promotion concerns the best way to communicate or publicize the product

6. Definitions: promotion • Proposed definition for IPN purposes Promotion depicts all means of conveying the message about a product or service to potential customers, it aims to increase the perceived importance or reputation of a product or service, informing individuals with the determined purpose of convincing of a particular (or overall) advantage within the features of the product or service

7. BFUG references • Information is not enough • concerted effort needed • Proactive, coordinated and large scale • Aimed at attracting int. Students • Active marketing • critical note • most EHEA countries appear to have hardly any form of promotion

8. State of play • Taken from recent reports • Independent Assessment Report • EUA‘s Trends 2010 • ESU‘s Bologna at the Finish Line

9. Independent Assessment Report • For internationally mobile learners the EHEA has little reality • they choose to study in countries and institutions without considering if they are part of the EHEA. • EHEA is not seen as an area providing a uniform level of higher education degrees and the USA remains the most prestigious destination, attracting the top tier of learners (e.g. from China). • Further information provision remains necessary to give a complete picture of the coherence of the reforms in the Bologna Process to stakeholders in other parts of the world

10. EUA Trends 2010 • Future demographic changes • Imperative to rethink positioning within the global higher education community • increased international competition • marketing at international and national levels • Internationalisation expected to be most important development for coming 5 yrs

11. EUA Trends 2010 • The Bologna Process has also reinforced the European identity of institutions because they are identified as Europeans internationally. • The growing European identity in the world – while strong at policy level – still seems to leave practical aspects of institutional behaviour unaffected. There is little European cooperation outside Europe, with each European country pursuing its own internationalisation strategy despite the “Global dimension strategy” adopted at the 2007 Bologna Ministerial meeting.

12. ESU: Bologna at the Finish Line • countries that attract most non-EU students display the presence of special agencies in charge of the promotion of the national higher education system on various continents, yet little focus on promoting the EHEA as a whole. • one must ask whether EHEA is just about increasing the attractiveness of individual countries or whether there is actually the aim of achieving a European dimension, that makes the continent’s higher education systems better for its academic communities and societies as a whole.

13. ESU: Bologna at the Finish Line • a future to-do • A fundamental shift towards countries identifying themselves with pan-European goals and with a single educational, but also a cultural, area needs to happen, rather than only striving for promoting nationals system.

14. In sync • different from university to university • HEIs usually market themselves - not the EHEA - unless it’s helpful in very specific contexts • Unless there are special funds for it, they do not usually focus on the European dimension as a marketing feature • Most European national HE marketing departments say they would promote Europe as a brand if money was available from the EU.

15. Thank you Definitions and state of play