the erasmus mundus global promotion project action 4 co-ordinators meeting 29 february 2008 william...
TRANSCRIPT
The Erasmus Mundus Global Promotion Project
Action 4 co-ordinators meeting29 February 2008
William Aitchison DG EAC - European Commission
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EM Global Promotion Project
Aims of Erasmus Mundus
• Promote European quality offer in higher education
• Encourage incoming mobility of third-country graduate students and scholars
• Foster structured co-operation with third-country higher education institutions
• Improve profile, visibility and accessibility of European higher education in the world
WHY A GLOBAL PROMOTION PROJECT?
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Definitions
• Timeline: 2007-2009
• “Erasmus Mundus” Global Promotion Project
• “Europe” (EU, EFTA, candidate countries…)
• Target audiences (students/student bodies + secondary audiences – HEIs, parents, employers…)
WHY A GLOBAL PROMOTION PROJECT?
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• A growing market
• Perceptions of European Higher Education
• A common approach
WHY A GLOBAL PROMOTION PROJECT?
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• Number of internationally mobile students seeking an education abroad continues to rise - 1.8 million in 2001 2.5 million in 2004 and a projected 7.2 million in 2025
• Recent research shows potential for Europe to increase its share of this market (EURODATA)
• Essential to boost interaction between European universities and partners in rest of world (Lisbon objectives)
A GROWING MARKET
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• “Perceptions of European HE in Third Countries” Study
• Europe in general is too little-known as a study destination among third-country students (fragmented, confusing, too culturally and linguistically diverse)
• Too “traditional”
• US is widely regarded as offering the “best quality” education, although Europe also scores highly
PERCEPTIONS OF EUROPEAN HE
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Asian students ranked the US above Europe in:
• Quality of facilities • Quality of education • Most “prestigious” universities • Reputation of degrees • Chances of getting a job and staying on after
graduation • Work opportunities during studies
PERCEPTIONS OF EUROPEAN HE
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Key strengths of European HE
• Quality of education
• Traditional and innovative
• Internationally compatible degrees (Bologna)
PERCEPTIONS OF EUROPEAN HE
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Also
• Diversity (unique opportunities)
• Safety/Accessibility
• Affordability (“Value for money”)
PERCEPTIONS OF EUROPEAN HE
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• Creation of a clear European identity
• Build upon perceived strengths and correct misperceptions
• European “umbrella” brand, based on elements common to all European countries but allowing for tailor-made campaigns
A COMMON APPROACH
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NOT
• Duplicating national promotion efforts (“Study in Europe” is a “window” onto European HE)
• Attempting to cover whole of EHEA
• Promoting individual HEIs or courses
A COMMON APPROACH
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• Overall objectives: help make European HE more easily accessible, enhancing its profile and visibility across the world; contribute to European competitiveness and promotion of international/intercultural understanding.
• Specific objectives: improve availability/accessibility of information on studying in Europe and advantages of doing so; enhance professional capacity of European HE to promote itself proactively as a place of study.
GPP - OBJECTIVES
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• Lot 1: Develop European “brand” and website
• Lot 2: Innovative services for international study
• Lot 3: Improve HE marketing techniques• Lot 4: Events to promote European HE• Lot 5: Media campaign/information
materials
GPP – 5 INTERRELATED STRANDS (LOTS)
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• Development of European HE “brand” – logo + key messages (stakeholder workshops held in April 2007; brand will be publicised via Lot 5)
• Creation of “Study in Europe” website (32 countries - will be available in Chinese, English, French, Portuguese, Russian and Spanish + integrated with PLOTEUS search engine)
GPP - LOT 1
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• Feasibility study on online information service (call centre) for those seeking information on European HE
• Analysis of existing networks of promoters/national information offices in HE, recommendations for possible European network + pilot project in Mexico (2008-2009)
• Analysis of current trends in transnational education (offshore courses and campuses, online learning) + conference in May 2008
GPP – LOT 2
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• Development of toolkit (guidelines, code of good practice)
• Workshops in January and April 2008 for national HE promoters and individual higher education institutions
• Advice on effective marketing and branding, campaigns, key messages about European HE, getting the most out of fairs, using agents, building a database of contacts, handling the press and media
GPP – LOT 3
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• Organisation of European HE fairs in Moscow (13-15 November 2008) and Sao Paulo (March 2009)
• Accompanying promotional campaigns will allow for trialling of GPP products
• Compatibility with EHEFs in Asia
GPP – LOT 4
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• Development of media strategy using “Study in Europe” brand
• Trial media campaign around the EHEF in Brazil
• Development of a set of information products
GPP – LOT 5
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• GPP Communications Forum
• Promotional Skills Workshop on 17-18 April – exchange experience and ideas
• “Brand” participation (e.g. Fairs, thematic promotion, publicity materials)
INVOLVEMENT OF EM CO-ORDINATORS
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Regional promotion projects
• BalticStudyNet, Barents Education Network, Go North!
Subject/theme-related promotion projects
• AMEU, CBP3, E4DCs, ENHSA, EXAMPLE, ISEKI MUNDUS, LE:NOTRE, Mundus Musicalis, PENTA, SDPROMO
Networks of European HE promoters
• Forum on Europe, PEHE-EACN, Tea Team
POSSIBLE PROMOTIONAL GROUPINGS