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GOstralia! – Workshop „Quality Assurance and Competition: German – Australian Perspectives“ „Your Product is your Profile, isn‘t it? Speaker: Bernd Hallmann Marketing Consultant September 18, 2006 SIMT Stuttgart _pcs 2006 Decision-making factors for choosing a university Emotional • Social factors • Accessibility of information • Internet access (supported? Barrier-free?) • Proximity to home address • Reports from friends • Family role models, tradition • Intercultural issues: • Cultural accessibility, race, religion etc… _pcs 2006 Rational • Availability of courses • Transparency of curriculum • Transparency of course description • Transparency of registration procedure • Reputation of institution • Job prospects • Language barriers • Fee-structure • Cost of living Indivdual marketing Individual / regional marketing strategy Modules of message • Name of institution • City, region • Degrees/ courses names, profs, length, costs • High quality in teaching • Good social services • Accreditation (EQUIS, ABET, AACSB…) _pcs 2006 Characteristics • Single institution • Cooperates in national / regional cluster • Double degree is one out of various positive moments • Generally: little transparency, student has possibility to go abroad Marketing cooperation regional Individual / regional marketing strategy Pro • Same political/institutional culture • Same language • Same supervising institution • Short ways of communication _pcs 2006 Con • No clean-cut USP possible • Message ends with the name of university • Hidden/obvious competition between participating institutions at fairs • Marketing cooperation is not logical _pcs 2006 Double-Degree Marketing Strategy Double degree marketing strategy Modules of message • Our names • Our double-degree course(s) • Our foreign cooperationpartner • Your benefits (e.g. uni services supplement each other) • Your job perspectives _pcs 2006 Features • Cooperation has been proven between working teams • Home bonus+foreign credits • Shared costs of marketing • Makes use of home-bonus for the benefit of both unis • More favourable job prospects become visible • USP at recruiting fairs, high visibility Double degree marketing strategy Pro Con • Expert knowledge on two national markets, easy access • Additional USP in national markets due to trust in wellknown institution • Additional benefits will raise interest (pos. A-I-D-A effect) • Fewer problems with intercultural implications of marketing • Active support of internationalisation (synergy effect) • Long-distance communication between partners • More initial efforts to develop joint marketing strategy • Smaller target group of dedicated students only • Focus on just one / few courses _pcs 2006 _pcs 2006 Double degree marketing strategy Prerequisites for successful DD-marketing • • • • • _pcs 2006 General reciprocity on all levels Institutional support and committment on both sides Sufficient ressources Quality assurance by constant monitoring Reciprocity and return on investment for all partners involved Double degree marketing strategy Components of succesful DD-marketing • Easy access to all information and transparnecy for clients (multi-langual information, joint trade fair activity, WYSIWYG, website… • Benefits rather than features • Active alumni- and net-working from beginning • Additional exposure through additional sponsoring _pcs 2006 Thank you very much for your attention. PCS TRAINING & CONSULTING ALBRECHTSTR. 31 72072 TÜBINGEN GERMANY TEL: +49 (0)7071.70 96 50 FAX:+49 (0)7071.70 96 51 E-MAIL: [email protected] INTERNET: WWW.PCSCONSULT.DE _pcs 2006