Succeeding in international student recruitment with content marketing

This interactive hands-on course explores how to successfully execute a content strategy to support your institutional goals. Trainers Herwig Dämon and Joanna Kumpula will guide participants through developing a content strategy plan and implementing their own content marketing plan. This course comprises six hours of face-to-face learning and approximately two hours of self-guided study to be completed before the final learning session.

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Beyond being just a buzzword, content marketing in higher education offers important insights into the typical human behaviour and motivational factors along the student recruitment funnel. In practice, it is about creating valuable and relevant content that meets prospective students’ needs and expectations. A thoroughly developed content strategy helps your university to reach international student recruitment goals by positioning you as a trustworthy institution and fostering your brand value.

What you'll learn

You will learn how a user-centred approach can help you to get the right message to the right people, in the right place and at the right time. This workshop will enable you to successfully develop a content strategy (profiling your audience and mapping the student journey) and executing your content marketing plan (scheduling, creating and delivering).

In particular, the online course will help you to:

  • Understand the benefit of a content strategy
  • Identify the key success factors for developing your content strategy
  • Find creativity and inspiration
  • Learn how to use specific tools and techniques in student-centred content marketing such as personas and student journey mapping, and how to develop them for your own institution’s purposes

How to get the most out of this course

This course provides excellent training for marketing and/or communications professionals and anyone working in international student recruitment in higher education institutions who want to successfully execute a content strategy in order to support their institutional goals.

If you have any questions about this course, please check the Frequently Asked Questions page. 

Important dates

  • 31
    Day one

    Training, 14:00–17:30 CET

  • 01

    Self-guided study

  • 02
    Day two

    Training, 14:00–17:00 CET