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GOstralia! – Workshop „Quality Assurance and Competition: German – Australian Perspectives“

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. Emotional Social factors Accessibility of information

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GOstralia! – Workshop „Quality Assurance and Competition: German – Australian Perspectives“

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  1. GOstralia! – Workshop „Quality Assurance and Competition: German – Australian Perspectives“ „Your Product is your Profile, isn‘t it?Speaker: Bernd HallmannMarketing ConsultantSeptember 18, 2006 SIMTStuttgart _pcs 2006

  2. 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… 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 Decision-making factors for choosing a university _pcs 2006

  3. 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…) 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 Indivdualmarketing Individual / regional marketing strategy _pcs 2006

  4. Pro Same political/institutional culture Same language Same supervising institution Short ways of communication 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 Marketing cooperation regional Individual / regional marketing strategy _pcs 2006

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  6. Modules of message Our names Our double-degree course(s) Our foreign cooperation-partner Your benefits (e.g. uni services supplement each other) Your job perspectives 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 MarketingStrategy Double degree marketing strategy _pcs 2006

  7. Pro Expert knowledge on two national markets, easy access Additional USP in national markets due to trust in well-known 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) Con 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 Double degree marketing strategy _pcs 2006

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  9. Prerequisites for successful DD-marketing 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 _pcs 2006

  10. 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 Double degree marketing strategy _pcs 2006

  11. 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: INFO@PCSCONSULT.DE INTERNET: WWW.PCSCONSULT.DE _pcs 2006

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