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GOstralia! – Workshop
„Quality Assurance and Competition: German –
Australian Perspectives“
„Your Product is your Profile,
isn‘t it?
Speaker: Bernd Hallmann
Marketing Consultant
September 18, 2006 SIMT
Stuttgart
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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…
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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
Indivdual marketing
Individual / regional marketing strategy
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…)
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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
Marketing cooperation regional
Individual / regional marketing strategy
Pro
• Same political/institutional
culture
• Same language
• Same supervising institution
• Short ways of
communication
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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
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Double-Degree Marketing
Strategy
Double degree marketing strategy
Modules of message
• Our names
• Our double-degree
course(s)
• Our foreign cooperationpartner
• Your benefits
(e.g. uni services
supplement each other)
• Your job perspectives
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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
Pro
Con
• Expert knowledge on two
national markets, easy access
• Additional USP in national
markets due to trust in wellknown 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)
• 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
•
•
•
•
•
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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
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 & CONSULTING
ALBRECHTSTR. 31
72072 TÜBINGEN
GERMANY
TEL: +49 (0)7071.70 96 50
FAX:+49 (0)7071.70 96 51
E-MAIL: [email protected]
INTERNET: WWW.PCSCONSULT.DE
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