Promoting Erasmus Mundus towards European Students: Activate, Communicate, Engage Staff Workshop Johanna Hellwig, Campus France Giorgio Marinoni, UNICA Network
Staff Workshop Improving Marketing for Erasmus Mundus Joint Master Degrees 6 November 2014, AgroParisTech 2
STAFF AGENDA Introducing the EM-ACE project, research and toolkit Short film for staff about Erasmus Mundus Joint Master Degrees marketing Comments, questions, improvements
Introductions Johanna Hellwig Campus France Responsable adjointe des Projets Européens Giorgio Marinoni UNICA Project Manager UNICA Secretariat 4
Who are the EM-ACE team? Full Partners Associate Partners Institute of International Education (USA); NARIC-Italia / EM NS Italy (IT); Santander Group (BE); Erasmus Student Network (ESN); Portuguese EM NS (PT) Duration: 36 months (15 September 2012 14 September 2015)
EM-ACE an EC funded project To increase applications for Erasmus Mundus Joint Masters (originally only for EU students ) To improve quality of Erasmus Mundus Joint Master Degrees applications To improve marketing of international joint programmes To improve awareness of Erasmus Mundus Joint Master Degrees and explain key messages
Because countries that don t have global students, are going to be disadvantaged in the future!
And university marketing can be dull and old fashioned
Looking back: consider the EM website
Consider the EM description and the application process: Erasmus Mundus is a co operation and mobility Programme in the field of higher education. It aims at enhancing the quality of European higher education and promoting dialogue and understanding between people and cultures through cooperation with third countries. In addition the programme contributes to the development of human resources and the international cooperation capacity of higher education institutions in third countries by increasing mobility between the European Union and these countries. (source: EC website)
November 17, 2014 Slide 11
Consider the likely reaction
Similarly the new Erasmus Mundus Joint Master Degree (Erasmus+) page:
Similarly the new Erasmus Mundus Joint Master Degree page:
Similarly the new Erasmus Mundus Joint Master Degree page:
Europe still the biggest market for international students Latin America and Caribbean 2% Oceania 9% Europe 48% unknown 4% North America 21% Africa 4% Asia 12%
But competition from Asia, Australia and US Global competition to Europe as a destination for foreign students is forecast Gap between top marketers and others Erasmus incoming students accounted for 1 in 10 of all foreign students in the 32 participating countries But EU Erasmus Mundus applicants declining
Decline in EU applicants Why? STAFF perspective: problem of promotion and funding EMJMD encourages more Non-EUs and not enough scholarship money to reward all good applicants Staff don t want to lose their own students to other unis (so don t market the schemes internally) Not enough time, money, know-how to do good marketing Staff are eager for a marketing strategy, guidance and more resources EMJMD brand messages are unclear
STAFF comments many European students have zero knowledge about EM and it is often confused with the regular Erasmus exchange (non-degree mobility). The small number of scholarships offered to EU students has a chilling effect on the application rate; if there were more scholarships for EU Students there would be a higher number of applications.
EU student feedback EM highly thought of by students Confusion of brands (EM and just the Erasmus programme) EM not well promoted or known to employers Scholarships/funding critical Students comfortable at home, no career advantage to leaving, no job incentives Prestige of the EC brand Websites, supervisors, open days about EM are most important form of marketing EM
STUDENT on Erasmus Mundus Great human experience but little opportunities to put diploma into good use for employment out of university/research sector. Only heard of it today - never ever been talked about. So any form of promotion would help!
Agency feedback (i.e. national agencies in each country supporting universities) Attempts made to market EM, but little incentive to increase applications when scholarships sparse Advice is not very clear and no overall champion Light touch only allowed from EC Many agencies involved. 22
EC and EACEA feedback (May 2013) EM programmes growing but unfilled scholarships, and decline in applicants The main goal is to get more EU students applying, and of a higher quality Universities must market more effectively and use EM funding earmarked for management Everything is about to change
And then everything did change (spring 2014)... And stay the same too But you can keep the old in with the new 24
Implications for the programmes Erasmus Mundus Joint Master Degrees (former EMMC) continue: First intake summer 2015 (9 programmes given funding to start with) EU scholarships have increased in value (from 500 to 1000 EUR) but not in numbers 75% scholarships to be earmarked for partner countries Erasmus + isn t covering doctoral degrees any more End of Action 2 (short term study abroad) now focus on EMJMD 25
And even more need to market them well: 1. More joint programmes/double degrees at institutional level - EU unis needs to work harder for market share 2. EC expect unis to market the E+ programmes well 3. Universities need help creating marketing strategies for EMJMD, as well as other joint master degrees 4. The experience and academic value of studying abroad needs to be better communicated to students 5. Fewer EMJMD scholarships means trying hard to demonstrate the quality, not just free funding 6. The multi brands require even greater effort to get the messages across
New EMJMD brand messages? EMJMD = joint masters for quality programmes in Europe EMJMD provides many scholarships for non-eu students, and a few for EU students All costs will be covered for those on scholarships The scheme is quality controlled by the EC, and only the best programmes are selected This is an elite study abroad programme for the best master students For those not getting a scholarship, the quality of the programmes and ability to study in 2 or 3 locations makes these degrees very special 27
KEY MESSAGES: Excellence European Commission Scholarships Quality Masters Joint International Degrees Europe 28
Introducing the EM-ACE Marketing tool
Designed to Get better students into your joint master Provide students with simple clear messages about the excellence of European joint masters and study abroad Train university staff to monitor their own marketing performance and follow a strategy, and best practice Create creative marketing materials to raise aspirations and provoke demand 30
BETTER MARKETING = MORE APPLICANTS, AND BETTER STUDENTS BETTER STUDENTS BETTER PROGRAMMES BETTER PROGRAMMES = MORE EC FUNDING 31
EM-ACE MARKETING TOOLKIT Marketing materials Look at me now! Postcard key messages Training materials for sessions at HEI aimed at IROs, including case studies. Guidelines on how to prepare a successful EM application Surveys and strategies EM Marketing review tool online self-assessment tool PowerPoint presentation templates to be used during student talks; Promotional video on EM experience in Europe;. WEB and films EM-ACE portal / One-stopcentre for EU students : www.em-ace.eu Web material (studentfriendly content for websites that HEIs across Europe can use and adapt); Social networks
The Postcard Campaign Emphasis on the added value added of EMJMD The employability The chance to work in many different countries And high level jobs 33
Our film https://vimeo.com/73426825 Time to stop giving students the runaround. Make Erasmus Mundus communications easy. www.em-ace.eu
Our MARKETING TOOL Best practice indicators to raise the standard of university marketing Three surveys to measure marketing Simplicity to aid benchmarking and evidence gathering Case studies of good marketing to inspire!
How the surveys are designed to work Staff are they marketing EMJMD well? 1 Staff 2 EM Students 3 All students EM students do they think EMJMD marketing materials are regular, good and visible? Students have they ever heard of Erasmus Mundus/E+, do they know what it is?
How the staff survey works Indicator Evidence points 1 The university has a robust marketing strategy and process in place for EM 1.1 Staff involved in Erasmus Mundus have contributed to an EM marketing strategy. 1.2 The EM marketing strategy has been circulated to all staff who are involved in EM. 1.3 All staff are aware of the strategy and can access copies. 1.4 The EM marketing strategy integrates and supports the university s wider international and marketing strategies and vice-versa i.e. there is no disconnect.
Self-scoring the indicators 4 Outstanding. All the essential and some of the desirable indicators are observed 3 Good. Some of the essential and desirable indicators are observed. 2 Developing. Just a few of the best practice indicators are observed. 1 None of the good practice indicators are observed
Staff survey available in three forms: Easy online: As an electronic survey Copy our pdf into your own tool via our website Fast individual: Quick self assessment the EMQA website, http://www.emqa.eu/ (soon available) 39
Mapping the indicators Staff are asked: Effort is made to encourage 20% of internal students to study abroad in accordance with the Bologna goals. How evident is this at your university? (1-4 scale) EM Students are asked: Many of my student friends are being encouraged by our university to do study abroad (whether for Joint Master Degrees or other shorter exchange schemes). Do you agree? (1-4 scale)
Benchmarking Staff scores All student scores Effective strategy and management Staff processes and training Online and digital marketing Internal marketing and PR Other university scores EM student/ alumni scores
CONTACT US E-MAIL WEB info@em-ace.eu www.em-ace.eu THANK YOU FOR YOUR ATTENTION!