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Marketing for Higher Education Institutions – Organisational Aspects and Future Challenges in a Changing Environment Dr. Attila Pausits EAIR Forum Copenhagen Danube University Krems Department for Continuing Education Research and Educational Management Danube University Krems university for continuing education more then 70% third party funds – study fees department for PR and marketing autonomous student enrollment marketing responsibilities at departments Danube University Krems Department for Continuing Education Research and Educational Management Marketing Evolution at Krems mass (print) media marketing cross media marketing from the “Internet as a marketing channel” to “Internet the marketing channel” Web 2.0 marketing/ social media marketing Danube University Krems Department for Continuing Education Research and Educational Management Agenda Changing times and HE markets Organizational goals and marketing Marketing approaches for HEIs Conclusions Danube University Krems Department for Continuing Education Research and Educational Management Changing times transdisciplinary, heterogeneous and transient environment Bologna Process, LLL, autonomy from a state or academic oligarchy dominated systems into a market oriented or market driven environment need for interaction and collaboration with HE stakeholders different student types searching for competitive advantages Danube University Krems Department for Continuing Education Research and Educational Management The “markets” of higher education marketing HEIs as service-oriented organisations vocational training market, labour market and knowledge market from seller’s to buyer’s markets Danube University Krems Department for Continuing Education Research and Educational Management Everybody is looking for good students Danube University Krems Department for Continuing Education Research and Educational Management Organisational goals and marketing Differentiation of HEIs (private universities, universities for applied sciences, institutions for adult and continuing education, corporate universities) Reduction of state funding Demographic developments Challenges to the legitimatisation of HEIs, output and outcome orientation, differentiation and positioning in competition Stress of competition (foreign HEIs, internationalisation of the labour market, new media, lifelong learning, market orientation of HEIs) Danube University Krems Department for Continuing Education Research and Educational Management Organisational Models The Goal Model The System Resource Model The Internal Process Model Stakeholder Model Quality Model Danube University Krems Department for Continuing Education Research and Educational Management Importance of Marketing Model Importance of Marketing Marketing Goal The Goal Model High Dissemination of goal achievements The System Resource Model High Increasing input quality and handling relationships The Internal Process Model Low Internal communication Stakeholder Model High Interaction with external environment Quality Model High Dissemination of output quality Danube University Krems Department for Continuing Education Research and Educational Management Marketing in HE accomplishment degree e.g. MBA branding in the future relationship to the students now infrastructure location products e.g. programme 1 2 3 4 5 6 7 Danube University Krems Department for Continuing Education Research and Educational Management Marketing Instruments and Chanels strategic partners events fairs telemarketing in the future poster now print media radio TV internet 1 2 3 4 5 6 7 Danube University Krems Department for Continuing Education Research and Educational Management HEIs Marketing World Professional approach is getting increasingly important Marketing and HE know-how Organisational implementation Low budget marketing Danube University Krems Department for Continuing Education Research and Educational Management Marketing Mix programmeportfolio scolarships teaching quality product policy length price target group new media distribution admission study fees payment arrangements comfairs munication press relations events application procedure advertisement Danube University Krems Department for Continuing Education Research and Educational Management WEB 2.0 Marketing/Social Media Marketing virus marketing buzz marketing guerrilla marketing affiliate marketing permission marketing relationship marketing Danube University Krems Department for Continuing Education Research and Educational Management The other site of Web 2.0 marketing no control fast content changes flexible organisation Your college's good name, Up in Smoke Danube University Krems Danube University Krems Department for Continuing Education Research and Educational Management Marketing fits for HEIs Marketing approach HEI applicability Virus marketing selective Buzz marketing yes Guerrilla marketing selective Affiliate marketing rather no Permission marketing yes Danube University Krems Department for Continuing Education Research and Educational Management The life cycle paradox Revenues End of the Relationship ? Final exams Expenses Interm. exams + Enrollment Private earned profit 0 10 _ 11 12 13 State „financed losses Student Applicant t4 Alumni Klumpp, M., Fröhner, S., 2005, S. 7 Danube University Krems Department for Continuing Education Research and Educational Management t5 Relationship Marketing Education Quality Variable tuition fees and and widening participation: University Image marketing of institutions Miskinis, et al What’s in a name? through access agreements McCaig, et al The impact of Why students leave Institutional branding Os, van Smith, by Gorman Marketing to whom? Higher education institutions’ A learning strategy student recruitment strategies for Frølich, et al management Enrolment & Expansion education & Initiation Socialisation Maturity Nygaard, Interested Party Management Interested Party Management Student Management Freshman Management Satisfaction Management Accountability Management Student Retention Management Time Alumni & Revitalisation Recovery Management Revitalisation Management Quality Management Danube University Krems Department for Continuing Education Research and Educational Management Alumni Manag ement The relationship marketing project Put the students first Improvement of marketing success Cost effective marketing Organizational effectiveness Quick wins Contact Management Campagne Management Danube University Krems Department for Continuing Education Research and Educational Management Contact management Master Data Study Contact Category Danube University Krems Department for Continuing Education Research and Educational Management Conclusions shift from one stop university to partner for life shift from a transaction-oriented approach to a relationship-based approach low-budget marketing is an appropriate way to support institutional success thin line between innovative marketing approaches in HE and institutional integrity marketing is not only „at the entrance“ of the HE value chain Danube University Krems Department for Continuing Education Research and Educational Management Thank you for your attention! Danube University Krems Department for Continuing Education Research and Educational Management Track 3: Marketing Tue. Education Quality and University Image - Miskinis, et al What’s in a name? The impact of institutional branding - Smith, by Gorman A learning strategy for management education - Nygaard, Wed. Why students leave - Os, van Marketing to whom? Higher education institutions’ student recruitment strategies - Frølich, et al Variable tuition fees and widening participation: marketing of institutions through access agreements - McCaig, et al Danube University Krems Department for Continuing Education Research and Educational Management