Session 05B

Show your true colours: community-driven brand building

A strong university brand can’t be defined in meeting rooms: it must include student input to become a valuable foundation for all marketing and recruitment efforts. In this session, we will look at two case studies. At Kaunas University of Technology in Lithuania, a student project explored the brand and positioning of a new university consortium. Meanwhile, the Anglo-American University in the Czech Republic worked with influencers on TikTok to significantly reshape its branding and marketing.

Topics

  • Marketing & recruitment
  • Leadership & strategy

Chair

  • Gerrit Bruno Blöss, 
    Study.eu, Germany

Speakers

  • Aldona Tuur, 
    Kaunas University of Technology, Lithuania
  • Lilliana Chalfant, 
    Anglo-American University, Czech Republic