1 / 10

Excellence initiative From a regional to international university with limited resources

Excellence initiative From a regional to international university with limited resources. Laura Derkse Coordinator International Marketing and Recruitment . Excellence initiative. Programme. Introduction Issues & solutions Analysis & Results. Excellence initiative.

zagiri
Download Presentation

Excellence initiative From a regional to international university with limited resources

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Excellence initiativeFrom a regional to international university with limited resources Laura Derkse Coordinator International Marketing and Recruitment

  2. Excellence initiative Programme • Introduction • Issues & solutions • Analysis & Results

  3. Excellence initiative Introduction • International classroom • Decreasing intake of Dutch students • Decreasing population • Reputation/rankings • Ambition: become one of the best universities in Europe • Internationalisation: spearhead • Acknowledge the importance of international marketing • Issues • Insufficient marketing budget • Not enough English-taught programmes • Not enough internal support • No goals were set

  4. Excellence initiative English-taught programmes • Supply and demand • Strong research • Numbers count

  5. Excellence initiative Internal support Back office • Answer questions of prospective students • Application procedures • Visa and housing assistance • Social activities • Double-lingual campus

  6. Excellence initiative Goals Goal in 2008: • An intake of 300 Master’s students with an international degree in 2013/2014 Goal in 2013 • An intake of 400 Master’s students with an international degree in 2017/2018

  7. Excellence initiative Resources • Dare to choose • Do not forget to invest in staff • Clarify what you need and why • Alumni, representatives and agents • Project plan

  8. Excellence initiative Analysis The key to show your return on investment • Google Analytics • Effectiveness of activities • Compare enrolled vs. interested students • Turn around times • Surveys • Panel interviews

  9. Excellence initiative Results What to do after analysis? • Calculate cost per conversion • Choose: the target countries, the channels of communication • Adjust: message, tone, other media, ifnecessaryremove city/country • Respond: to the needs and interests of the student • Wait: recruitment in a new country takes time: branding, brand awareness • Re-adjust: after recruiting in one country for 2-3 years

  10. Excellence initiative Questions? Laura Derkse E: l.derkse@dsz.ru.nl T: +31 24 36 15 777

More Related