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Marketing International Education

Marketing International Education. AWISA January 2008 Ross Jennings VP – International Programs Green River Community College. The Three “Secrets”. Take care of people Students Partners Each other Keep shooting Never give up. The “4 P’s”. Product Price Place Promotion.

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Marketing International Education

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  1. Marketing International Education AWISA January 2008 Ross Jennings VP – International Programs Green River Community College

  2. The Three “Secrets” • Take care of people • Students • Partners • Each other • Keep shooting • Never give up

  3. The “4 P’s” • Product • Price • Place • Promotion

  4. Your Product • Define, Simplify, Shape • Magic number is 3 • Advantages & Parities • Competition: high road

  5. Your Internal Environment • Leadership support & expectations • Campus climate • Programs • Budget • Staff • Systems • Static or dynamic?

  6. Goals • Who sets them? • Hard goals • $ • Number of students • Soft goals • Exchanges • Study abroad • “Culture” • Value to school • 1 & 5 year parameters

  7. Planning and Implementation

  8. P&I1: Programs • Saleable Programs • New programs or facilities you would like • Realistic • Unrealistic • English

  9. P&I 2: Recruitment Strategies • Countries & regions • Armchair • Fairs • Advertising • Agents • Schools • Web • Other

  10. P&I 3: Retention • Involvement • Programs • Services

  11. P&I 4: Budget & Measurement • Budget • ROI • Static vs dynamic • Conservativism • Measurement • Recruitment • Retention

  12. Recruitment (by qtr) Applications % Apps to I-20s % I-20s to enrollments New students IESL/academic Visa denials Housing choices By country Retention (by qtr) 1st quarter escapes Returning students Retention/attrition Students in activities What to Measure

  13. Indirect Allies • Government organizations • Local/US • Abroad • Companies • NGOs • Friends in the community • Friends abroad

  14. Create your own Department • Vision and plan • Targets • Inputs (money, staff) • Entrepreneurial • Sell plan to boss • Sell plan to college • Go for the long haul • Love your students • Work your ass off

  15. Lessons Learned • Take care of people • Make mistakes • Learn from them • Steal good ideas • Share your own (from an ex-paranoid) • No magic bullets • Balance new & old • Setbacks will come • Go for the long haul

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