Workshop 14

Secrets of marketing and recruitment geeks: how to monitor and master online marketing

  • Tuesday 11 Sept
    09:00-12:30
  • Room X, Level 0, Palexpo
  • Level: intermediate
  • €150 (€200 for non-members)
  • Related Expert Communities Marketing and Recruitment

You work hard to define and implement the right set of promotional activities to attract more international students to your university, and you probably rely heavily on online marketing. But are your efforts actually cost-effective? You can’t know for sure what is working and what isn’t in terms of generating enrolments online … unless you tap into your inner geek. This workshop will help you do just that by sharpening your results-tracking skills and getting you caught up on the latest trends in digital marketing. You’ll learn the secrets of Google Tag Manager, Google Analytics Dashboards, lead scoring, remarketing, landing pages, multi-channel tracking and much more. By the end, you’ll be well on your way to mastering online marketing.

Learning outcomes

• Improve your monitoring of (and ability to assess) online marketing activities
• Learn to use essential tools such as Google Tag Manager, cross-domain tracking, UTM tags, Google Data Studio and CRM integration
• Enhance your online marketing by mastering Google AdWords/remarketing and the use of landing pages, marketing automation and lead scoring

Topic

  • Marketing & recruitment

Chair

  • Bertrand Laborde, 
    StudyPortals, Netherlands

Speakers

  • Philippe Taza, 
    Higher Education Marketing, Canada
  • Floris Metzner, 
    University of Twente, Netherlands