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Download Role profile - Examinations Services Marketing Officer
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Role Profile Role Profile Job Title Examinations Services Marketing Officer Directorate or Region EU Department/Country Examinations Services / Czech Republic Location of post Prague Pay Band H 100% (28 708,- CZK) Reports to Examinations Services Manager Duration of job Definite, for the period of one year. Contract may be extended if successful. Context and environment: The British Council is the UK’s Cultural Relations body, working in 110 countries worldwide to promote a good relationship between countries and the UK. Within the British Council, the Examinations Services Department is dedicated to the secure administration of UK international examinations, many of which are recognised worldwide. The Examinations Services team in the Czech Republic consists of 8 staff. Current Exams work is focused mainly on IELTS, and CELA (Cambridge English Language Assessment) qualifications, but we also deliver services for several UK educational and professional bodies and the British Council´s own product – Aptis. Purpose of job: To develop, establish and implement marketing strategies to grow UK exams volume, with a focus on the Czech Republic, but also partially involving Slovakia and Hungary (the 3 countries of the British Council’s Central European Cluster), in particular for IELTS and Aptis tests. Accountabilities, responsibilities and main duties: To raise Aptis and IELTS awareness and recognition to support growth to agreed targets, and as a secondary goal raise and improve the British Council brand awareness. To identify and build key relationships with stakeholders and potential clients to identify opportunities for extended service and product delivery. To ensure regular communication with/ support to potential clients leading to successful business development. In order to achieve the above, the post-holder will do: Market research 15%: Conduct competitor analysis including focus groups, surveys, desktop research, mystery shopping etc. and through these identify and prioritise target market segments. Marketing Plans 15%: Participate in preparation and delivery of marketing plans. Recommend changes to improve marketing and business development strategies based on analysis and feedback through market research. Campaigns and promotions 30%: Implement effective marketing offline and online campaigns with the aim of increasing enquiries and the number of test takers. Analyse campaign effectiveness and produce evaluation reports. o arrange and manage promotional events such as education exhibitions and deliver presentations at events where required. o manage the production of promotional materials. Digital 40%: Make good use of website and social media to implement marketing and promotion 1 of 5 Resourcing team November 2010 objectives (e.g. eDMS, online banners, FB campaigns, video clips production etc.) o o o o contribute to the social media strategy for the British Council Examination Services. develop and manage digital marketing campaigns (Facebook, Google AdWords etc). measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs). manage and improve the usability, design and content of the British Council Examination Services website, including SEO. Key relationships (include internal and external): External: universities/ language schools/ state schools/ companies, partner centres across the CE Cluster, business partners, vendors and suppliers, the media; Internal: Directors and Exams managers in Prague, Budapest and Bratislava; members of the Examinations Services team, Customer Services department and the CE Cluster marketing team. Other important features or requirements of the job: Flexible working scheme (core hours 10am – 4pm), attendance at events and other professional demands will involve working occasional unsocial hours and weekends Personal and professional development: To demonstrate a commitment to reflective practice, professional and organisational development objectives, taking advantage of opportunities to enhance qualifications and or gain/share knowledge. Make a positive contribution to team meetings and give suggestions to management for improving Sales/Customer Management practices and procedures based on customer feedback. Please specify any passport/visa and/or nationality requirement. EU country citizen and/or CZ residency / work permit holder Please indicate if any security or legal checks are required for this role. Criminal record check 2 of 5 Resourcing team November 2010 Person Specification Essential Behaviours Desirable Assessment stage 1) Creating Shared Purpose: I gain the active support of other people so they are fully engaged and motivated to contribute effectively. I do this by communicating our purpose in a way that others can understand and that achieves shared clarity. I help them understand the part they play, so that our aims are clear to all. Essential level: Communicating an engaging picture of how we can work together. Not used for recruitment 2) Connecting with others: I find common ground and build relationships and connections to support British Council goals. I do this by building trust with others, by paying attention to their concerns and needs, and showing that I understand their interests. I achieve understanding and trust in a culturally sensitive way – whatever my role. More demanding level: Actively appreciating the needs and concerns of myself and others. Not used for recruitment Interview 3) Working together: Knowing that we will achieve more with other people than we can do separately, by sharing goals and resources to add more value, I work towards common goals with others. I do this by agreeing effective and respectful ways of sharing success. I generate mutual support, shared benefits and promote interdependence. Essential level: Establishing a genuinely common goal with others. 4) Being accountable: I show accountability and commitment to the British Council and I demonstrate resilience and Interview 3 of 5 Resourcing team November 2010 determination. I hold myself and others responsible for delivering goals in line with the shared purpose of the British Council. I give and accept constructive feedback to maximise high performance and manage underperformance. More demanding level: Putting the needs of the team or British Council ahead of my own. 5) Making it happen: I deliver excellent results, achieve challenging goals and develop myself and others. I do this by setting clear and demanding objectives to deliver what is required. I stay focused on measurable outcomes, while building longer-term capability. I demonstrate standards of excellence and deliver value for money. I measure progress and adapt plans when necessary. More demanding level: Challenging myself and others to deliver and measure better results. Interview 6) Shaping the future: I achieve better business, innovation and growth by using my professionalism, knowledge and expertise to create a clear focus on what I want to achieve. I spot opportunities, plan appropriately and create innovative solutions that recognise ambiguity and deliver business benefit. More demanding level: Exploring ways in which we can add more value. Skills and Knowledge Not used for recruitment Communication skills in both Czech (native speaker) and English (CEF level C1 or above) Short listing & Interview Very good knowledge of MS Office applications (MS Word, Excel, Power Point, Outlook) Interview Interview Presentation Skills 4 of 5 Resourcing team November 2010 Marketing Knowledge of principles and methods for promoting products or services including marketing strategy and tactics Understanding of social media and current online marketing concepts, strategy and best practise Creativity and innovative thinking Experience Short listing & Interview Proven previous experience in marketing (including temporary jobs) proven experience in customer and market research Qualifications Degree in business or marketing or equivalent professional qualification Submitted by Examinations Services Manager experience in all aspects of developing and managing marketing strategies highly creative with experience in identifying target audiences and devising offline and online campaigns that engage, inform and motivate Short listing & Interview Short listing Date 5 of 5 15.4.2016 Resourcing team November 2010