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Distinctiveness in HE Marketing in a new era - defining your offer #emhe12
16 Oct 2012
Broadcast from London

Headline Speakers

Marketing in Higher Education is going through a revolution and is being tested by new funding and competitors. The applications for 2012 are already producing unexpected patterns. With the new funding regime; price variability for undergraduate students and increased competition for student places, distinctiveness and effective marketing is crucial in order to stand out in a more aggressive market.

Yet for many institutions the competition is in more than one market. Along with competition for student places are increasing expectations for students on arrival, meaning institutions are having to ensure their marketing is particularly relevant and distinctive for this new era.

Ensure your institution stands out to prospective students at undergraduate; postgraduate; international or specialist level.

Consider how to secure your institution in a more competitive system and demonstrate the strategic role of a strong marketing function in HE management.



Aaron Porter, Chair, Journalist and HE Consultant
Donald McLeod, Head of Marketing Services, University of Hertfordshire; and Chair, Higher Education External Relations Association (HEERA)
A changing landscape for marketing in higher education

Professor Julian Beer, Director of Research & Innovation, Pro-Vice-Chancellor (Regional Enterprise), and Rebekah Southern, Head of Research, Plymouth University
Distinctiveness and decision making – new tools for addressing new market spaces in higher education

Professor Mark Smith, Vice-Chancellor, Lancaster University
Dynamic institutional messaging in a new era

Questions and discussion
Heather Fry, Director of Education, Participation and Students, Higher Education Funding Council for England (HEFCE)
Attracting students to higher education

Richard Taylor, Director of Corporate Affairs and Planning, University of Leicester
Using research to set pricing strategies

Rosemary Stamp, Director, Stamp Consulting Ltd
Emerging competitive issues: the new challenge

Questions and discussion
David Willey, Distinct Project Steering Group and formerly Deputy Vice Chancellor of Bournemouth University
The Distinct framework - supporting institutions to achieve distinctiveness

Kathryn Jones, Director of Marketing, Birmingham City University
High profile campaigns and integrated communications to reinforce brand

Professor Paul Gibbs, Author, Marketing Higher Education
When marketing and education collide

Tim O Brien, Director, INTO Knowledge
The Distinct framework - supporting institutions to achieve distinctiveness

Questions and discussion
Kate Wicklow, Head of Quality and Student Engagement, NUS
What do students want from their higher education experience?

Johnny Rich, Editor, PUSH
Reaching out to pre-HE students