Session 02.13

Managing upwards: selling the need to sell at a personal level

  • Wednesday 25 Sept
  • Room 208, Level 2, Messukeskus Expo and Convention Centre
  • Level: all
  • Related Expert Communities Marketing and Recruitment

In many institutions, the wish to attract more international students can collide with other interests that are perhaps of more importance to key decision makers. For the international marketer, it is essential to know how to sway internal stakeholders towards a continued focus on, and investment in, international marketing and recruitment. This session will introduce a set of personal skills that can be used to successfully manage upwards and influence people.


  • Marketing & recruitment
  • Leadership & strategy


  • Monique Swennenhuis, 
    Hanze University of Applied Sciences, Groningen, Netherlands


  • Frouke Gerbens, 
    ABG International - Higher Education Management Solutions, Switzerland