danube university krems department for continuing education research and educational management...

Danube University KremsDepartment for Continuing Education Research and Educational Management

Marketing for Higher Education Institutions –

Organisational Aspects and Future Challenges in a Changing Environment

Dr. Attila Pausits

EAIR Forum Copenhagen


Danube University Krems

university for continuing educationmore then 70% third party funds –

study feesdepartment for PR and marketingautonomous student enrollment

marketing responsibilities at departments


Marketing Evolution at Krems

mass (print) media marketing cross media marketingfrom the “Internet as a marketing channel”

to “Internet the marketing channel”Web 2.0 marketing/ social media

marketing


Agenda

Changing times and HE marketsOrganizational goals and marketingMarketing approaches for HEIsConclusions


Changing times transdisciplinary, heterogeneous and transient

environment Bologna Process, LLL, autonomy from a state or academic oligarchy dominated

systems into a market oriented or market driven environment

need for interaction and collaboration with HE stakeholders

different student types searching for competitive advantages


The “markets” of higher education marketing

HEIs as service-oriented organisationsvocational training market, labour market

and knowledge marketfrom seller’s to buyer’s markets


Everybody is looking for good students


Organisational goals and marketing

Differentiation of HEIs (private universities, universities for applied sciences, institutions for adult and continuing education, corporate universities)

Reduction of state funding Demographic developments Challenges to the legitimatisation of HEIs, output and

outcome orientation, differentiation and positioning in competition

Stress of competition (foreign HEIs, internationalisation of the labour market, new media, lifelong learning, market orientation of HEIs)


Organisational Models

The Goal ModelThe System Resource ModelThe Internal Process ModelStakeholder Model Quality Model


Importance of Marketing

Model Importance of Marketing

Marketing Goal

The Goal Model High Dissemination of goal achievements

The System Resource Model High Increasing input quality and handling relationships

The Internal Process Model Low Internal communication

Stakeholder Model High Interaction with external environment

Quality Model High Dissemination of output quality


Marketing in HE

1 2 3 4 5 6 7

products e.g. programme

location

infrastructure

relationship to thestudents

branding

degree e.g. MBA

accomplishment

in the future

now


Marketing Instruments and Chanels

1 2 3 4 5 6 7

internet

TV

radio

print media

poster

telemarketing

fairs

events

strategic partners

in the future

now


HEIs Marketing World

Professional approach is getting increasingly important

Marketing and HE know-howOrganisational implementationLow budget marketing


Marketing Mix

targetgroup

priceproductpolicy

distri-bution

com-muni-cation

studyfees

scolarships

paymentarrange-ments

events

advertisement

pressrelations

fairs

admission

applicationprocedure

new media

teachingquality

programme-portfolio

length

targetgroup

priceproductpolicy

distri-bution

com-muni-cation

studyfees

scolarships

paymentarrange-ments

events

advertisement

pressrelations

fairs

admission

applicationprocedure

new media

teachingquality

programme-portfolio

length


WEB 2.0 Marketing/Social Media Marketing

virus marketing buzz marketing guerrilla marketingaffiliate marketing permission marketing relationship marketing


The other site of Web 2.0 marketing

no controlfast content changesflexible organisation

Your college's good name, Up in SmokeDanube University Krems


Marketing fits for HEIs

Marketing approach HEI applicability

Virus marketing selective

Buzz marketing yes

Guerrilla marketing selective

Affiliate marketing rather no

Permission marketing yes


The life cycle paradox

Klumpp, M., Fröhner, S., 2005, S. 7

+

_

010 11 12 13 t4 t5

„

Alumni

Interm. exams+

_

010 11 12 13 t4

„

Applicant Student Alumni

End of the Relationship ?Final exams

Enrollment

Expenses

Revenues

State financed losses

Private earned profit


Relationship Marketing

Initiation Enrolment &Socialisation

Expansion &Maturity

Alumni & Revitalisation

Interested PartyManagement

Student Management RecoveryManagement

FreshmanManage-ment

Satisfac-tionManage-ment

Account-abilityManage-ment

Time

Alumni Management

Intensity of Relationship

Interested PartyManagement

StudentRetentionManage-ment

Revitali-sationManage-ment

Quality Management

Marketing to whom? Higher education institutions’ student recruitment strategies

Frølich, et al

A learning strategy for

management educationNygaard,

Why students leaveOs, van

What’s in a name? The impact of

Institutional branding Smith, by Gorman

Variable tuition fees and widening participation:

marketing of institutions through access agreements

McCaig, et al

Education Quality and

University ImageMiskinis, et al


The relationship marketing projectPut the students first Improvement of marketing successCost effective marketingOrganizational effectiveness

Quick wins Contact Management Campagne Management


Contact management

Contact

Category

Study

MasterData


Conclusions shift from one stop university to partner for life shift from a transaction-oriented approach to a

relationship-based approach low-budget marketing is an appropriate way to

support institutional success thin line between innovative marketing

approaches in HE and institutional integrity marketing is not only „at the entrance“ of the HE

value chain


Thank you for your attention!


Track 3: MarketingTue. Education Quality and University Image - Miskinis, et al

What’s in a name? The impact of institutional branding - Smith, by Gorman

A learning strategy for management education - Nygaard,

Wed. Why students leave - Os, van

Marketing to whom? Higher education institutions’ student recruitment strategies - Frølich, et al

Variable tuition fees and widening participation: marketing of institutions through access agreements - McCaig, et al

danube university krems department for continuing education research and educational management...

Documents

continuing education

marketing marketing

educational management

marketing channel web

labour market

market oriented

knowledge market

market driven environment