Effective Marketing: Tools and Programmes offered by the DAAD. Dr. Nina Lemmens & Dorothea Neumann DAAD Bonn Sep 21, 2011

Transcription

1 Effective Marketing: Tools and Programmes offered by the DAAD Dr. Nina Lemmens & Dorothea Neumann DAAD Bonn Sep 21, 2011

2 Advertising Germany as a place of study and research Campaign Testimonial Campaign 50 testimonials from 30 countries 2

3 Advertising Germany as a place of study and research 3

4 Advertising Germany as a place of study 4

5 Advertising Germany as a place of research 5

6 Advertising Germany as a place of study and research A new approach: Information on the Academic Destinations website of The Chronicle of Higher Education chronicle.com/germany 6

7 Advertising the world as a place of study and research blog.daad.de/go-out 7

8 go out! Spot for Campus TV 8

9 Professional Marketing for German Universities Congresses Networking Conference Marketing Congress Expert Knowledge Publications on HE Marketing Regional Profiles on HE Markets Code of Conduct Marketing Services Applicant tests Delegation Visits Customised Research Training Seminars Workshops Global advertising International Programmes Summer Courses in Germany Advertisements International Fairs International Recruitment Fairs International Conferences & Exhibitions 9

10 Professional Marketing for German Universities Over 1000 international Study Programmes, Summer and Winter Schools Information at more than 220 higher education fairs and through 14 DAAD offices abroad, 50 information centres and 440 lectureres in over 100 countries; through Embassies, Consulate Generals, German Schools and Goethe Institutes. 10

11 International Marketing - Higher Education Fairs Personal and direct contact with qualified target groups Branding of the institution Recruitment of international students and young researchers To initiate and strengthen international university partnerships 11

12 International Marketing - Higher Education Fairs 12

13 From bilateral co-operation to European co-operation European Higher Education Fairs in Asia EuroPosgrados in Latin America 13

14 10 Years of Joint European Promotion Activities Type of Fair In Organiser Participants Russia Asia Study in Europe Russian Federation EC Delegation 15 countries EHEF Jakarta Indonesia CF, DAAD, Nuffic Austria, Belgium, Bulgaria, Czechia, Finland, France, Germany, Hungary, Ireland, Italy, Netherlands, Portugal, Spain, Sweden, UK EEF Taiwan Taiwan BC, CF, DAAD, Nuffic UK, Italy, France, Germany, Netherlands, Spain, Austria, Ireland, Sweden, Poland, (Switzerland) EHEF Hongkong Hong Kong CF, DAAD Austria, Belgium, Finland, France, Germany, Netherland, Lithuania, Italy, Poland, Spain, Sweden, UK, (Switzerland) Study and Research in Europe South Korea BC, CF, DAAD, Embassy of Switzerland (2011) Germany, France, UK, Austria, Czechia, Denmark, Finland, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Spain, Sweden, (Switzerland) EHEF Bangkok Thailand CF, DAAD, Nuffic Austria, Denmark, France, Germany, Ireland, Italy, Netherlands, Poland, Spain, Sweden, UK, (Switzerland) EHEF Tokyo Japan BC, CF, DAAD, EC Delegation Germany, France, UK, Spain, Ireland, Finland, Netherlands, Bulgaria, Hungary, Poland Study in Europe Singapore BC, CF, DAAD, Italian Cultural Institute Belgium, Denmark, Finland, France, Ireland, Italy, Netherlands, Norway, Austira, Poland, Sweden, Spain, Hungary 14

15 10 Years of Joint European Promotion Activities Type of Fair In Organiser Participants EuroPosgrados Mexico Mexico CF, DAAD, Nuffic, Universidad.es Austria, Belgium, Germany, Spain, France, Hungary, Ireland, Italy, Netherlands, Poland, UK, Scandinavia, (Switzerland) EuroPosgrados Colombia Colombia (CF), DAAD Germany, France, Spain, UK, Italy, Netherlands Latin America EuroPosgrados Chile Chile BC, CF, DAAD Germany, France, UK, Belgium, Italy, Austria, Netherlands, Spain, Poland, Czechia EuroPosgrados Argentina Argentina CF, DAAD, Embassy of Italy, Universidad.es Austria, Czechia, France, Germany, Italy, Netherlands, Poland, Spain, UK EuroPosgrados Venezuela Venezuela CF, DAAD UK, Norway (2008) EuroPos Brazil CF, DAAD, Nuffic application still open 15

16 International Networking for German Universities NAFSA APAIE EAIE Association of International Educators Asia Pacific Association for International Education European Association for International Education 16

17 Marketing Services for German Universities DAAD Regional Office Paris DAAD Information Center Colombia 17

18 Marketing Services for German Universities Applicant Tests Assistance in finding qualified applicants Written and oral tests in the applicant s home country Examinations organised and monitored by DAAD offices abroad The results are issued immediately and send to the university 18

19 Marketing Analysis for German Universities Customized education market analysis 1. Economic & Demographic data 2. Description & Analysis of Education sector 3. Level of German language skills 4. Enrolment in Germany 5. Suitable marketing tools 6. Analysis of demand and supply Commissioned by universities requiring data on Education markets Prospects of success Qualified applicants Decision guidance 19

20 Marketing Services for German Universities Country profiles 20

21 Publications on Higher Education Marketing Insights into methodology and instruments Analysis of education markets Studies on students motivations and preferences Best Practices of German Higher Education Institutions 21

22 Seminars & Trainings on International Marketing Topics Marketing Controlling Online marketing Case studies Branding Marketing Instruments Higher Education Marketing for specific markets Surveys, Studies, Evaluations, Quality standards 22

23 Surveys, studies, evaluations on International Marketing Handbook on Marketing Tools Higher Education in the United States 23

24 Congresses and Networking Conferences Forum of experts to discuss policies and trends in higher education Presentations Workshops Networking Meetings with DAAD s International Network 24

25 .. see you soon online! 25