Session 08.01

Understanding your brand: foundations for successful marketing of education abroad

This session will demonstrate the importance of understanding your brand – not just your institutional brand, but that of your office and/or programme as well. We’ll examine brand positioning and brand strategy, and compare and contrast examples of country-specific branding, institutional branding and departmental branding in higher education. You’ll be able to apply many of the examples directly to your own working environment.

Topic

  • Marketing & recruitment

Chair

  • Robert Buttery, 
    FHNW - University of Applied Sciences and Arts Northwestern Switzerland, Switzerland

Speakers

  • Rachel Wellam, 
    Monash University, Australia
  • Peter Kerrigan, 
    DAAD, USA
  • Kellie McMullin, 
    Nova Scotia Community College, Canada