Высшее образование маркетинг: международные тенденции и

инструментыМосква 10-11 декабря 2012

Рене де ла Фонтейнэ, Exhem, Университет Маастрихта

Your input

• Expectation

• Objective

• Statement

• Question

Executive Board Maastricht University

Profile Maastricht UniversityMission• Leading in Learning • International• Thematic, multidisciplinary research

Research Focus• Quality of Life• Learning and Innovation• Europe and a Globalizing World

Network University• Knowledge networks (national cooperation, int. consortia)• Business World (DSM, Philips, Siemens, APG, Unilever) • Government (Province, Municipality, EL&I)

Executive Board Maastricht University

Profile: Faculties at Maastricht University

• Faculty of Health, Medicine and Life Sciences, part of Maastricht University Medical Center

• Faculty of Psychology and Neuroscience• School of Business and Economics• Faculty of Arts and Social Sciences• Faculty of Law• Faculty of Humanities and Sciences

Executive Board Maastricht University

Facts and Figures 2011

Staff (numbers) 3.917

Academic staff (numbers) 2.187

Female % academic staff 47,7 %

International % academic staff 24.1%

Students (registered) 15.916

Student exchange in: 1,163 (7%); out 2,051 (13%)Enrolment students 6,150 Foreign enrolment 51% Budget (balance sheet) 334 mln. €

PhD defenses 213

# refereed journal articles 3.567

# other publications 1.399

Executive Board Maastricht University

SBE

LAW

FHS

Fasos

FPN

FHML

Executive Board Maastricht University7

Development UM

Medical science

Biomedical technology

Economics and Law

Informatics and Mathematics

Cultural sciences

Health Sciences

Molecular Life Sciences

Development of student numbers UM in 36 years

0

2000

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12000

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16000

1976 1980 1984 1988 1992 1996 2000 2004 2008 2012

Dutch students Foreign students

Executive Board Maastricht University

Profile Maastricht University, international dimension

• International programs in most disciplines: – European Studies, – International Business, – European Public Health, – European Law School, – University College Maastricht

• Main language of instruction English• Influx of foreign students ca. 51%

International Higher Education Marketing

• Higher Education as a Market

Where do students go?

• Where do students come from?

http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx

Reasons for internationalization

Bachelor Master model

Tradition in exporting students

Emerging countries with rapid growth

Perceived value of an international degree

Higher education as a profitable investment

Why would you want to do this?

• Funding• Quality• Internationalization of curricula• Exchange • Acquiring Network• Government wants it

What is a market

• All the customers and potential customers who share a common need that can be satisfied by a special product

• Who have the resources to exchange for it,• Who are willing to make the exchange• And who have the authority to make the exchange

What is marketing?

• An organizational function, and a set of processes for creating, communicating and delivering value to customers

• And for managing customers relationships in ways that benefit the organization and its stakeholders.

• ‘Marketing’ by Solomon, Marshall, Stuart, Barnes & Mitchell

Internationalization and marketing

• Marketing activities for Russian students?

• For other stakeholders?

• Would international marketing be different than national marketing?

What should be your message

• Hello (we are here)

• We are good

• It is nice here

• Come to us

.

Key tools and channels

• Brochures

• Website

• Student/education Fairs

• Agents

• Networking

• Social media

• Invitations

• Advertisements

Key tools and channels 2

Recruiters

Partnerships

Rankings, results, quality

Your own students – Buddy system

TV, Billboards,

Career counselling institutes

• .

Marketing concepts

4 P’s

Product – Price – Place - Promotion

STP

Segmentation – Targeting - Positioning

What is segmentation?

Dividing a larger market into smaller pieces based on one more shared characteristics.

Examples

1- Russia – Rest of the world2- Western countries - Eastern countries3- Bachelor students – Master students – PhD students4- Older students – Younger students5- Individual students – Companies – Governments.6- 1st semester – 2nd semester – summer school – on-line

Where do students go?

• Where do students come from?

http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx

Benefits of segmentation

1- Structures your work2- Gives you an overview3- Gives you insight what expertise you are missing4- Less surprises while you are busy5- Could lead to new ideas

What is targeting?

Selecting and entering a market

How?

Select from the list of segmentation

Then work with criteria

Criteria for goals / targets

-The goals are already set.-Which students (or countries) do we want?-For which students (countries) could we be attractive?-For which students (countries) would it be relatively easy to communicate?

Positioning

-Marketing Mix

-4 P’s –Place – price – product- promotion

Positioning – How does it work

-Best in Russia-Do we have competitors?-Excellent education and coaching-International atmosphere-Good support – unique experience-Value for money

Best in the world

Who would go to number 5?

Positioning : conclusion

-Know yourself-How would others look at you-Never lie-Be creative-Work on a solid foundation

Unique Selling Points (USP’s )