GOstralia! – Workshop

„Quality Assurance and Competition: German – Australian Perspectives“

„Your Product is your Profile, isn‘t it?

Speaker: Bernd HallmannMarketing Consultant

September 18, 2006 SIMTStuttgart

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Decision-making factors for choosing a university

Emotional• Social factors• Accessibility of information • Internet access (supported?

Barrier-free?)• Proximity to home address• Reports from friends• Family role models, tradition• Intercultural issues: • Cultural accessibility, race,

religion etc…

Rational• Availability of courses• Transparency of curriculum• Transparency of course

description• Transparency of registration

procedure• Reputation of institution• Job prospects• Language barriers• Fee-structure• Cost of living

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Indivdual marketing

Modules of message• Name of institution• City, region• Degrees/ courses names,

profs, length, costs • High quality in teaching• Good social services • Accreditation (EQUIS,

ABET, AACSB…)

Characteristics• Single institution• Cooperates in national /

regional cluster• Double degree is one out of

various positive moments• Generally:

little transparency, student has possibility to go abroad

Individual / regional marketing strategy

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Marketing cooperation regional

Pro• Same political/institutional

culture• Same language• Same supervising institution• Short ways of

communication

Con• No clean-cut USP possible• Message ends with the

name of university• Hidden/obvious competition

between participating institutions at fairs

• Marketing cooperation is not logical

Individual / regional marketing strategy

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Double-Degree MarketingStrategy

Modules of message

• Our names• Our double-degree

course(s)• Our foreign cooperation-

partner

• Your benefits (e.g. uni services supplement each other)

• Your job perspectives

Features

• Cooperation has been proven between working teams

• Home bonus+foreign credits• Shared costs of marketing• Makes use of home-bonus

for the benefit of both unis• More favourable job

prospects become visible• USP at recruiting fairs,

high visibility

Double degree marketing strategy

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Double degree marketing strategyPro

• Expert knowledge on two national markets, easy access

• Additional USP in national markets due to trust in well-known institution

• Additional benefits will raise interest (pos. A-I-D-A effect)

• Fewer problems with intercultural implications of marketing

• Active support of internationalisation (synergy effect)

Con

• Long-distance communication between partners

• More initial efforts to develop joint marketing strategy

• Smaller target group of dedicated students only

• Focus on just one / few courses

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Double degree marketing strategy

Prerequisites for successful DD-marketing

• General reciprocity on all levels

• Institutional support and committment on both sides

• Sufficient ressources

• Quality assurance by constant monitoring

• Reciprocity and return on investment for all partners involved

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Double degree marketing strategy

Components of succesful DD-marketing

• Easy access to all information and transparnecy for clients (multi-langual information, joint trade fair activity, WYSIWYG, website…

• Benefits rather than features

• Active alumni- and net-working from beginning

• Additional exposure through additional sponsoring

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Thank you very much for

your attention.

PCS TRAINING & CONSULTINGALBRECHTSTR. 3172072 TÜBINGEN

GERMANY

TEL: +49 (0)7071.70 96 50FAX:+49 (0)7071.70 96 51

E-MAIL: INFO@PCSCONSULT.DEINTERNET: WWW.PCSCONSULT.DE

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