Transcript AT No child left behind studiereis New York en

Высшее образование маркетинг:
международные тенденции и
инструменты
Москва 10-11 декабря 2012
Рене де ла Фонтейнэ, Exhem, Университет
Маастрихта
Your input
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Expectation
•
Objective
•
Statement
•
Question
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)
Executive Board Maastricht University
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
Executive Board Maastricht University
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
Enrolment students
Foreign enrolment
Budget (balance sheet)
in: 1,163 (7%); out 2,051 (13%)
6,150
51%
334 mln. €
PhD defenses
213
# refereed journal articles
3.567
# other publications
1.399
Executive Board Maastricht University
SBE
FHML
LAW
FHS
FPN
Fasos
Executive Board Maastricht University
Development UM
Cultural sciences
Molecular Life Sciences
Informatics and Mathematics
Economics and Law
Biomedical technology
Health Sciences
Medical science
Development of student numbers UM in 36 years
16000
14000
12000
10000
8000
6000
4000
2000
0
1976
1980
1984
1988
1992
Dutch students
Executive Board Maastricht University
1996
2000
2004
2008
2012
Foreign students
7
Profile Maastricht University, international
dimension
• International programs in most disciplines:
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European Studies,
International Business,
European Public Health,
European Law School,
University College Maastricht
• Main language of instruction English
• Influx of foreign students ca. 51%
Executive Board Maastricht University
International Higher Education Marketing
• Higher Education as a Market
Where do students go?
• Where do students come from?
http://www.uis.unesco.org/Education/Pag
es/international-student-flow-viz.aspx
Reasons for internationalization
Bachelor Master model
Tradition in exporting students
Emerging countries with rapid growth
Perceived value of an international degree
Higher education as a profitable investment
Why would you want to do this?
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Funding
Quality
Internationalization of curricula
Exchange
Acquiring Network
Government wants it
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
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.
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‘Marketing’ by Solomon, Marshall, Stuart, Barnes & Mitchell
Internationalization and marketing
• Marketing activities for Russian students?
• For other stakeholders?
• Would international marketing be different
than national marketing?
What should be your message
.
• Hello (we are here)
• We are good
• It is nice here
• Come to us
Key tools and channels
• Brochures
• Website
• Student/education Fairs
• Agents
• Networking
• Social media
• Invitations
• Advertisements
Key tools and channels 2
• Recruiters
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Partnerships
Rankings, results, quality
Your own students – Buddy system
TV, Billboards,
Career counselling institutes
Marketing concepts
4 P’s
Product – Price – Place - Promotion
STP
Segmentation – Targeting - Positioning
What is segmentation?
Dividing a larger market into smaller pieces
based on one more shared characteristics.
Examples
123456-
Russia – Rest of the world
Western countries - Eastern countries
Bachelor students – Master students – PhD students
Older students – Younger students
Individual students – Companies – Governments.
1st semester – 2nd semester – summer school – on-line
Where do students go?
• Where do students come from?
http://www.uis.unesco.org/Education/Pag
es/international-student-flow-viz.aspx
Benefits of segmentation
12345-
Structures your work
Gives you an overview
Gives you insight what expertise you are missing
Less surprises while you are busy
Could lead to new ideas
What is targeting?
Selecting and entering a market
How?
Select from the list of segmentation
Then work with criteria
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?
Positioning
-Marketing Mix
-4 P’s –Place – price – product- promotion
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
Best in the world
Who would go to number 5?
Positioning : conclusion
-Know yourself
-How would others look at you
-Never lie
-Be creative
-Work on a solid foundation
Unique Selling Points (USP’s )