CASE Europe Strategic Marketing Institute brochure

Strategic Marketing Institute 2016

York, UK

2 February – 5 February 2016

Sponsored by TM

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Really valuable advice on my own personal development and practical steps to help me succeed in my role.

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Becky Unitt Marketing Manager Campaigns SOAS, University of London, UK

About CASE The Council for Advancement and Support of Education (CASE) is the leading membership association for alumni relations, fundraising, marketing, communications and related professionals working in schools, colleges, universities and cultural bodies.

Collectively we refer to these professions as advancement. We do this because it is through the work of these professions that institutions advance to their next phase of development.

Members of CASE are part of a global network comprising of 3,600 educational bodies and 80,000 professionals. In Europe, CASE has more than 400 institutional members and 8,500 professionals in our network.

The Strategic Marketing Institute is part of the educational programme offered by CASE for professionals working in marketing and related fields. The Institute offers three days of intense learning, networking opportunities and valuable advice designed to motivate, enthuse and inspire.

Course content Specially designed for those working in education, the Strategic Marketing Institute meets the needs of early career professionals and those new to marketing within education, research and the cultural sector.

Attendees benefit from the professional knowledge of the Institute tutors as well as the opportunity to discover, debate and deliver on new ideas. In addition to tutorials and elective sessions, the Institute includes eight sessions delivered by our expert tutors.*

The end of the world as we know it UK higher education is changing. What is driving the change? What shape will that change take?

How will it affect universities and what role will marketing need to take?

This session is delivered by Peter Slee, Vice-Chancellor at Leeds Beckett University, UK.

Who do you think you are?

The reasons for branding Can you, and should you, really sum up something as diverse and complex as a university in a single brand? This session considers the opportunities and challenges of building a brand, and touches on some of the practicalities that need to be considered along the way.

This session is delivered by Tracey Lancaster, Director of Corporate Affairs, Sheffield Hallam University, UK.

Promise what you deliver, deliver what you promise – the student experience as an expression of brand value Customer service is an integral part of how we need to operate. How will we exceed students’ expectations and provide an enhanced service with reduced resource? Customer service strategy is a key element of the educational marketing mix.

This session is delivered by Tricia King, Vice President International, CASE, and Chris Watts, Director of Marketing and Student Recruitment at York St John University, UK.

Strategic marketing planning, market research and the 49th Prime Minister Marketing is strategy according to Nirmalya Kumar. If market research is the eyes and ears of marketing, then institutional strategy is senseless unless underpinned by it. But how do institutions use market research as a basis for forming strategy as well as supporting their routine operations?

And how can institutions deploy market research without becoming slaves to a consumerist view of higher education? And what has any of this to do with Baroness Thatcher?

This session is delivered by Richard Taylor, Chief Operating Officer at Loughborough University, UK.

* D etails correct at the time of printing [December 2015]. CASE

reserves the right to change the course content and/or trainers, at any time prior to the event.

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The (almost) all new price is right How should HEIs set tuition fee levels in a changing and increasingly competitive world?

Explore the marketing concepts of price, market research techniques for price setting and examine current practice.

This session is delivered by Richard Taylor, Chief Operating Officer at Loughborough University, UK.

Power, politics, people and persuasion – the real four Ps of HE marketing A talented new HE marketer will take about two weeks to work out what needs to be done. It may take two years to actually make it happen. This session looks at marketing structure and how to negotiate power, work with politics, understand people and be your persuasive best so you can make change happen quickly.

This session is delivered by Tricia King, Vice President International, CASE.

Developing compelling value propositions In an increasingly competitive global market place, universities need to raise their profile beyond the brand and develop compelling customer value propositions. Review the first stage of the student (customer) decision journey and consider the implications of embedding value propositions in your marketing communications strategy to drive student recruitment.

This session is delivered by Claire Brown, Director of Marketing, The University of Liverpool, UK.

New for 2016 Rachel Sandison, Director, Marketing, Recruitment and International, University of Glasgow, UK, will be leading a new session at the Institute this year.

New!

See www.case.org/SMI16 for further details.

The proof is in the pudding … or is it?

Higher education is a results driven business – for students, for the university and for the marketing team – but are results all that matter, or do we need to show how we got there and the contribution that we made? Explore the measurement of success, self-evaluation, ROI and identifying and using appropriate metrics.

This session is delivered by Chris Watts, Director of Marketing and Student Recruitment at York St John University, UK.

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Speakers Professor Peter Slee

Richard Taylor

Vice-Chancellor Leeds Beckett University, UK

Chief Operating Officer Loughborough University, UK

Peter joined Leeds Beckett in August 2015 from the University of Huddersfield where he was deputy vice-chancellor. Educated at the University of Reading, Peter gained his PhD in modern history from the University of Cambridge and was a postdoctoral fellow at Manchester and Durham.

He is a Fellow of the Royal Historical Society and is widely published in modern history and higher education strategy and management. He is a Fellow of the Higher Education Academy and an award winning teacher and trainer.

Richard is responsible for the strategic leadership of the overall development and management of Loughborough’s non-academic operational and support services and the development of commercial income-generating functions, activities and capabilities within and across all parts of the University.

Claire Brown

Before joining York St John, Chris led marketing and student recruitment at Northumbria University and has also worked in further education marketing, recruitment and business development. In his current role, Chris has responsibility for marketing research and analysis, enquiry management, advertising, interactive and direct marketing, widening participation, student recruitment and admissions. Chris is also Chair of the UK’s Universities Marketing Forum.

Director of Marketing The University of Liverpool, UK Responsible for leading the marketing and communications department, Claire has a remit which includes strategic marketing, customer insight, communications, events, UK, EU and international student recruitment and admissions, philanthropy and alumni relations.

Tricia King Vice President International, CASE Before joining CASE in November 2015, Tricia was the pro-vice-master for strategic engagement and recruitment and director of external relations at Birkbeck, University of London, UK. Tricia has worked in marketing for nearly two decades, and has covered the arts, legal and higher education sectors.

Tracey Lancaster Director of Corporate Affairs Sheffield Hallam University, UK Tracey leads a directorate within the University that combines student recruitment, internal and external communications, alumni relations and business and student marketing. Tracey is also a governor of the Royal National College for the Blind.

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Chris Watts Director of Marketing and Student Recruitment, York St John University, UK

Rachel Sandison Director, Marketing, Recruitment and International, University of Glasgow, UK Rachel’s responsibilities include domestic and international student recruitment and marketing, corporate and strategic marketing, undergraduate and postgraduate admissions, international affairs and widening participation. Rachel is a chartered marketer and chair of the Glasgow Economic Leadership HE/FE Marketing group. She is a member of the CIM HE Market Interest Group, the Universities Marketing Forum, Universities Scotland International Committee and sits on a number of sector advisory boards.

A crystal apple symbol indicates a recipient of the CASE Crystal Apple for Excellence in Teaching

Upcoming courses CASE offers more than 100 professional development opportunities each year in North America, Europe, Asia, Africa and Australia.

Full details of the educational programme are available online.

Find out more at www.case.org/events

31 March – 1 April 2016 Social Media and Community Conference Brighton, UK 29 April 2016 Student Communications London, UK 29 August – 2 September 2016 CASE Europe Annual Conference Brussels, Belgium

Join a global network of 3,600 institutions and 80,000 professionals CASE is a professional association serving institutions, leaders and the professionals who work in alumni relations, fundraising, communications, development, marketing and allied areas.

In an ever-changing sector, professionals in these areas are increasingly important. Since 1994, CASE Europe has been supporting the sector through advocacy, networking, resources, career support and training opportunities. CASE membership is institutionally based with all members of staff able to take advantage of that membership.

CASE helps our members to build stronger relationships with their alumni and donors, raise funds, produce recruitment materials, market their institutions and foster public support for education.

Find out more at www.case.org/membership

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Great overview of sector position and how HE and our student expectations are changing.

Netti Cairns Marketing Projects Manager Leeds Beckett University, UK

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3 March 2016 Introduction to Higher Education London, UK

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Course fees

CASE members

Nonmembers

Standard rate*

£1,100

£1,490

* Includes accommodation (2–5 February).

An additional night’s accommodation (for 1 February 2016) is available for £104 if required.

Group discount A £20 discount (per person) is available when two or more people from the same institution book at the same time.

To register for the CASE Europe Strategic Marketing Institute, please visit www.case.org/SMI16.

The venue Royal York Hotel Station Parade, York North Yorkshire YO24 1AA Further details of the venue are available online at www.case.org/SMI16.

Contact CASE Europe E: europe@case.org T: +44 (0)207 448 9940 facebook.com/CASEEurope @CASE_Europe

Disclaimer: Details correct at the time of printing [December 2015].

CASE reserves the right to change the course content and/or trainers, at any time prior to the event.

“

I've come away full of enthusiasm.

I feel I have the energy to see where I'd like to take a step change in my career and have taken away thoughts on where I can add the most value to my organisation.

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Registration

Victoria Williams Recruitment Marketing Manager Sheffield Hallam University, UK