Mats Engblom

University of Helsinki, Finland
Mats Engblom

My name is Mats Engblom and I work as a Marketing Specialist at the University of Helsinki. I’ve worked at the university for nine years with communication-related tasks. Right now my tasks are international student marketing, especially using search engine marketing (SEM), educational agents, student recruiting portals and web metrics. I have a background as a journalist, press photographer and communications officer.

Many of us are trying to create miracles with very limited resources in student marketing. Yet we share many concerns and challenges with colleagues from other universities. For example, why aren’t we talking more about SEM? Could SEM be the answer for some of these challenges? I want to be part of the EAIE’s Expert Community Marketing and Recruitment Steering group because I see the need for EAIE to offer these small teams of marketers the latest knowledge and peer support. I’m interested in how to make practical aspects of the marketing process work, often in the role as a buyer of B2B services. What can we do ourselves and when is it smart to just buy the knowledge? Higher education in the Nordic countries is close to my heart.