An Introduction to Digital Marketing Strategy for Higher Education
The Digital Marketing Strategy for Higher Education course is designed to give you the skills to relate to, and engage with, students and stakeholders. Universities need to encourage their staff and marketing departments to capitalise on search & social media strategy to increase applications & raise student satisfaction.
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A recent report by UCAS revealed that universities have seen a 4% increase in applications in 2013/14, this welcome trend has helped a sector dogged by financial constraints in recent years as a result of the financial crisis and government cuts. This increase in applications does come with a catch, the raising of tuition fees means students now expect more from their degree and their university.
A number of students have expressed concerns that the amount of time spent in class is disproportionate to the tuition fees they have paid for their course. A simple way to address this imbalance is to give lecturers and university staff social media training to help them better engage students. The 'millennial generation' are society’s biggest consumers of technology, a fact which universities should be exploiting.
Spaces on the upcoming Digital Marketing Strategy for Higher Education course are limited - click here to guarantee your place
Hazel McLellan - Hazel is a Social Media specialist with over 25 years spent in marketing within the Retail, Manufacturing and Service sectors. She combines her expertise in social media with a strong background in brand and product marketing to help organisations build a social media strategy, and show them how to effectively target and attract their customers as well as how to measure the results. As a brand and product marketer she has worked on brands such as J Sainsbury, Homepride, Safeway, Lloyd Grossman, Homebase and Nuffield Health.
Since 2009 Hazel has been supporting businesses from sole traders to SMEs and corporates with their online marketing, creating strategies and showing them how to use social media marketing to bring real benefits to their business. She focuses on helping organisations to integrate social media into their marketing plans.
Tim Ashcroft - Tim Ashcroft has been extensively involved in working with management teams in both the public and private sectors at a local and national level in developing strategies and action plans. Within HE he has worked in the arena of engagement, collaboration, enterprise and IP Commercialisation. He has also led the collaboration with Salford Professional Development in the development of this suite of HE training courses, which includes this one, aimed at raising the game for HE.
Through all this he has developed an understanding of the fundamental challenges within HE of translating ideas into actions and integrating commercialisation with academia.
Delegates are advised that they should bring with them an understanding of the existing digital marketing strategy and activity for their organisation, and an overview of organisational goals for the next 12 months
Topic / Activity
Coffee & Registration
The Changing Face of Communication
· What is Digital Media & Digital Marketing?
· The Importance of Relationship Marketing for Attracting, Converting, Engaging and Retaining stakeholders.
Considerations for a 90 Day Plan
· Customer Insights and Needs
· Market & Competitor intelligence
· PEST Analysis
· Defining Marketing Objectives Based on Organisational Goals
· Identifying What Success Looks Like
· Crafting Your Messages
· Choosing Your Media
· Systems, Tools & Tactics
· SWOT & Resource Analysis
Creating a 90 day Plan
· Based on the objectives discussed during the session, delegates will work in groups to establish 90-day strategies for achieving their goals.
Presenting Your 90 day Plan
· How to Obtain Buy In for Your Plan
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Attendance on this course will provide delegates with the opportunity to explore the importance of digital media, relationship marketing and communicating online with existing and prospective students and stakeholders.
This course is designed to be "hands-on" and each delegate will work on, and leave the session with, several 90-day digital marketing plans for typical organisational goals such as:
- Enhancing visibility and improving brand awareness and perception.
- Meeting student recruitment targets and increasing application conversions.
- How lecturers can use social media marketing to improve course delivery.
- Improving student retention through engagement and "feed forward".
- Increasing communication with distance learners.
- Enhancing the student experience.
- Increasing Alumni relations.
- Leveraging relationships with local business communities.
This course provides the foundation for technology specific skills training and will cover:
- Understanding technology's role in relationship marketing.
- How to align digital marketing activity with organisational goals.
- The typical resources required to implement and manage your digital strategy.
- How to build successful digital marketing and communication campaigns.
Who should attend?
This digital marketing course is aimed at lecturers, individuals, and teams who have the responsibility for using digital media for marcomms activity within Higher Education Institutions.