Strategic Marketing Institute 2018

Transcription

1 Strategic Marketing Institute January - 1 February 2018, York, UK Programme Tuesday 30 January 11:00-12:00 Registration 12:00-12:30 Welcome from the Chair Classic Suite Peter Slee, Vice-Chancellor, Leeds Beckett University 12:30-13:20 Lunch in Groups Restaurant 1:30-14:20 Tutor groups Getting to know one another, goals and aims for the week 14:30-16:00 Plenary 1 The End of the World as We Know It Classic Suite Peter Slee, Vice-Chancellor, Leeds Beckett University UK Higher Education is changing. Learn what is driving change, what shape that change is taking, how it affects universities and how marketing can save the world. 16:00-16:30 Refreshment and Networking Break County 16:30-17:30 Plenary 2 Strategic Marketing at Institutional Level Classic Suite Richard Taylor, COO, Loughborough University How to talk to your VC about the strategic importance of marketing.

2 17:30-18:45 Collection of bedroom keys from reception area and free time 18:45-19:30 Drinks reception and networking County 19:30-21:00 Dinner Classic Suite Guest speaker: Jonah Duffin, Chief Marketing Officer Hotcourses, former Director of External Relation, Birkbeck University of London

3 Wednesday 31 January 09:00-10:00 Plenary 3 Who do you think you are? Why branding matters in 2018 Classic Suite Tracey Lancaster, Deputy Vice Chancellor (Corporate Communications), Leeds Beckett University Can you, and should you, really sum up something as diverse and complex as a university in a single brand? This session considers the opportunities and challenges of building a brand, and touches on some of the practicalities that need to be considered along the way. 10:00-10:30 Refreshment and Networking Break County 10:30-11:30 Plenary 3 Developing compelling value propositions Classic Suite Claire Brown, formerly Director of External Relations, Liverpool University In an increasingly competitive global market place, universities need to raise their profile beyond the brand and develop compelling customer value propositions. In this session a simple five step value proposition model will be presented as we review the first stage of the student (customer) journey and consider the implications of embedding value propositions in your marketing communications strategy to drive student recruitment. 11:30 12:30 Tutor groups 12:30-13:30 Lunch 13:30-14:30 Plenary 4 The student experience as an expression of brand values Classic Suite A panel session involving our invited guests in which we share ideas about the way the student experience is changing.

4 Alex Miles, Deputy Director of Communications, Advocacy and Global Affairs, University of Nottingham Helen Pennack, Director of Marketing and Communications, University of Warwick Justin Cole, Director of Marketing, Sheffield Hallam University Jonah Duffin, Chief Marketing Officer, Hotcourses Group Chair: Tricia King, Vice President Global Engagement, CASE 14:30-15:00 Refreshment and Networking Break County 15:00-16:30 Plenary 5 The proof is in the pudding.or is it? Classic Suite Chris Watts, Director of University Recruitment, Leeds Beckett University and Claire Brown, Higher Education Partner, Perrett Laver Higher education is a results driven business for students, for the university, and for the marketing team but are results all that matter, or do we need to show how we got there and the contribution that we made? This session will explore key questions about: the measurement of success; self-evaluation; the importance of ROI; and identifying and using appropriate metrics. Use your data to influence attitudes within your institution and how this can drive change. 16:30-17:00 Tutor groups 17:00-19:30 Free time 19:30 Dinner Classic Suite Guest speaker: Justin Cole, Director of Marketing, Sheffield Hallam University Dinner kindly sponsored by SMRS

5 Thursday 1 February 9:00-10:00 Plenary 8 Strategic Marketing in a Digital Age Classic Suite Rachel Sandison, Executive Director, External Relations, University of Glasgow In an increasingly competitive market place it's critical that marketers develop a communications strategy that meets strategic objectives for recruitment and wider stakeholder engagement. This session explores who we communicate with, what we say, when we say it and what platforms should be used to maximise impact and effectiveness. Digital communications have revolutionised content creation and dissemination but is this all we need and what comes next? 10:00-10:30 Refreshment and Networking Break County 10:30-11:30 Open session on core issues colleagues would like to discuss Classic Suite Tutor Groups 12:30-13:30 Lunch 13:30-14:30 What will change when you go back to work? Led by Peter Slee, Vice-Chancellor, Leeds Beckett University 14:30-15:30 Plenary 9 The real 4 Ps of HE marketing: power, politics, permission and persuasion Classic Suite Tricia King, Vice President Global Engagement, CASE A talented new HE marketer will take about two weeks to work out what needs to be

6 done. It may take two years to actually make it happen. This session looks at marketing structure and how to negotiate power, work with politics, understand people and be your persuasive best so you can make change happen quickly Institute close and departure