Transcript Academic Leadership Skills 12 - The University of Manchester

Academic Leadership Skills 12 Marketing your course
Wednesday 18th March 2015
Paul Govey
Head of Student Communications & Marketing, DSE
Marie Gray
Head of Communications & Marketing, Faculty of Humanities
Academic Leadership Skills 12 Marketing your course
You are not on your own!
Student marketing governance structures:
University Senior Leadership Team
Communications and Marketing
Leadership Team
Intake Management Group
Recruitment and Admissions
Management Group
Student Recruitment Marketing
Group
University marketing plan + student intake targets + Faculty requirements
Operational teams
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Division of Communications and Marketing
Student Recruitment and International Development Division
Student Communications and Marketing Team, DSE
Faculty Communications and Marketing Teams
Academic and Administrative Champions (Schools and SRID)
Marketing resource/marketing intelligence
• http://documents.manchester.ac.uk/display.aspx?DocID=22564
• Local resources – application and registration data
• http://www.saa.manchester.ac.uk/student-communications-andmarketing/
• Within Humanities: via Humnet
Faculty marketing teams – Humanities
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Faculty Intake Management Group
Portfolio Advisory Group
School Marketing Groups
Recruitment Marketing Network
Annual conversion workshops for UG, PGT and PGR colleagues
• Felicity Wicks, Student Recruitment Marketing Manager
• School-facing Student Recruitment Marketing Officers
• MBS Communications and Marketing team
Faculty marketing teams – Medical and Human
Sciences
• Support delivered through:
– Teaching and Learning Support Office for UG programmes
– a dedicated Programme Approval Process for PGT
• Key contacts:
– Shelley Gordon, Faculty Marketing Officer
– Sali Midjek-Conway, Head of Communications and
Marketing
Faculty marketing teams – Life Sciences
• UG and PGT Recruitment and Admissions activities sit
together the Education Services Team.
• The marketing strategy is discussed and agreed at the
Education Management Team (chaired by the Associate Dean
for Teaching, Learning and Students).
• Student Recruitment Marketing is led by the External
Education Services Manager (Ben Goldblum)
• Marketing and Home/EU Recruitment Manager (Charlotte
Alcock)
• International Recruitment and Marketing Manager (Moyin
Kwok)
Exercise 1
How, what and when do you think potential
students find out about your course?
Consider…
• How do we speak to them? (think tone of voice and
channel)
• What do we say to prospective students at different points
in the lifecycle?
• Who says it – subjects, Schools etc.
Summary discussion and questions
Primary University channels:
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Web
Other digital/social media
Print
Face to face
manchester.ac.uk
1 million hits a month! 50 million page views a year!
0.30%
4.70%
1.96%
5.93%
3.41%
13.21%
Home page
/study/
/research/
/collaborate/
/connect/
/discover/
70.49%
Other
manchester.ac.uk
manchester.ac.uk/history
Social
umass.manchester.ac.uk
Prospectus
Subject level
Conversion publications
Face to face
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Schools and college liaison
WP and outreach activities
UCAS fairs
International recruitment fairs and in-country visits
Third party agents
Open Days and visit days
Interviews (as a conversion tool)
Weekly visits and tours
Our current students as advocates……
Faculty marketing contacts:
Marie Gray, Head of Communications and Marketing, Faculty of Humanities
[email protected]
James Tallentire, Marketing and Communication Manager, Faculty of EPS
[email protected]
Sali Midjek-Conway, Head of Communications and Marketing, Faculty of MHS
[email protected]
Moyin Kwok, International Recruitment and Marketing Manager, Faculty of Life
Sciences
[email protected]
Thank you
Paul Govey
[email protected]
Marie Gray
[email protected]