marketing international education
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Marketing International Marketing International EducationEducation
AWISA January 2008AWISA January 2008Ross JenningsRoss Jennings
VP – International ProgramsVP – International ProgramsGreen River Community CollegeGreen River Community College
The Three “Secrets”The Three “Secrets”
• Take care of people– Students– Partners– Each other
• Keep shooting• Never give up
The “4 P’s”The “4 P’s”
• Product• Price• Place• Promotion
Your ProductYour Product
• Define, Simplify, Shape• Magic number is 3• Advantages & Parities• Competition: high road
Your Internal EnvironmentYour Internal Environment
• Leadership support & expectations
• Campus climate• Programs• Budget• Staff• Systems• Static or dynamic?
GoalsGoals
• Who sets them?• Hard goals
– $– Number of students
• Soft goals– Exchanges– Study abroad– “Culture”
• Value to school• 1 & 5 year parameters
Planning and ImplementationPlanning and Implementation
Director
Office support Services & advising Recruitment
P&I1: ProgramsP&I1: Programs
• Saleable Programs• New programs or
facilities you would like– Realistic– Unrealistic
• English
P&I 2: Recruitment StrategiesP&I 2: Recruitment Strategies
• Countries & regions• Armchair• Fairs• Advertising• Agents• Schools• Web• Other
P&I 3: RetentionP&I 3: Retention
• Involvement• Programs• Services
P&I 4: Budget & MeasurementP&I 4: Budget & Measurement
• Budget– ROI– Static vs dynamic– Conservativism
• Measurement– Recruitment– Retention
0
10
20
30
40
50
60
70
80
90
1stQtr
2ndQtr
3rdQtr
4thQtr
East
West
North
What to MeasureWhat to Measure
• 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
Indirect AlliesIndirect Allies
• Government organizations– Local/US– Abroad
• Companies• NGOs• Friends in the
community• Friends abroad
Create your own DepartmentCreate 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
Lessons LearnedLessons 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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