Why conversion is a cocktail and direct causality a fairy tale: The conversion cocktail de-mixed!

This fun and interactive session comes with free cocktails or mocktails for anyone joining. Why? Because as marketeers and recruiters we often seem to seek something unrealistic – direct causality in student conversion – whereas in reality a deeper understanding of the student journey and decision-making process clearly highlights a cocktail of factors. But what ingredients go in and should go in, and which combinations of factors make a glass overflow? The conversion cocktail de-mixed!

Topic

• Marketing and admissions
• Marketing and recruitment

Chair

• Cornelis den Hartog, 

  Goin', Netherlands

Speakers

• Mats Engblom, 

  University of Helsinki, Finland

• Declan Coogan, 

  Trinity College Dublin, Ireland