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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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Presentation Transcript
slide1

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

decision making factors for choosing a university
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

indivdual marketing
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

marketing cooperation regional
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

double degree marketing strategy
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

double degree marketing strategy1
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

double degree marketing strategy2
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

double degree marketing strategy3
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

slide11

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