How to turn prospective students into recruited ones – international recruitment strategies and planning
30 listopada 2018, Warszawa
Celem szkolenia będzie zapoznanie uczestników z podstawami rekrutacji studentów zagranicznych, sposobami ich pozyskiwania oraz efektywnej promocji oferty edukacyjnej na rynku światowym. Uczestnicy szkolenia zdobędą także wiedzę na temat najnowszych narzędzi i technologii służących do pozyskiwania studentów międzynarodowych.
Jednym z trenerów będzie Roger Senden, który zdobył swoje doświadczenie w pozyskiwaniu studentów zagranicznych na takich uczelniach jak Maastricht University, Tilburg University, Utrecht University oraz Malmö University i jest specjalistą z zakresu marketingu oraz rekrutacji międzynarodowej.
For many universities the pool of prospective students is getting larger all the time, sometimes even effortless. The Internet appears to be a big factor in this trend, in that it makes it easier for students to enquire – via email, online forms or social media – with a number of institutions at once. At the same time the competition to engage with and enroll those students is more fierce than ever: more and more countries and universities open up their education to international students. Also international students today are dramatically different from international students ten years ago. In addition to their increased concern for finances, degree options, and a rewarding career, they want personalized answers—right away. In short, they’re much tougher customers for marketing and enrollment departments to serve. Promoting a university and its offerings and then waiting for them to apply is simply not sufficient anymore (if it ever was). The process of getting a prospect move forward in the recruitment funnel, sometimes referred to as ‘conversion marketing’, has now become crucial to be able to stand out from the rest and be truly successful in student recruitment.
This workshop will focus on the importance of ‘conversion marketing’ for international recruitment and provide participants with a theoretical background combined with practical examples to help them recruit more (qualified) students more effectively. The workshop will include several exercises, related to the discussed theory and practical examples.
- Service marketing in the higher education sector
- Who is responsible for marketing and recruitment?
- The recruitment funnel and student life cycle – from prospect to alumni
- Lead generation and management
- Lead nurturing
- Targeting and messaging your activities and communication
- The (un)usefulness of a CRM-system
- Marketing channels for ‘conversion marketing’ – how to keep in touch
- Planning your activities and communication
On completion of the course, participants will be able to:
- Understand what (services) marketing means and how it impacts on international student recruitment at their university
- Understand the concept of the recruitment funnel and how this funnel can help to get a better grip on recruitment results
- Understand the strategic importance of conversion rates and the cost effectiveness of marketing activities
- Understand the full range of marketing channels and how they are likely to impact the student recruitment results
This workshop is aimed at university staff with the following responsibilities:
- (Inter)national marketing & recruitment
- Marketing and communications
- (Inter)national admissions