Conference Day Two: Wednesday, 29 November 2017
8:30 am - 9:00 am Conference Registration and Networking
9:00 am - 9:10 am Opening Remarks by IQPC Australia and the Conference Chair
9:10 am - 9:50 am Interpreting Data Trends to Improve Digital Marketing and Identify Emerging MarketsVik Singh, General Manager – APAC,Hotcourses Group
Vik and the team at Hotcourses Group specialise in digital technology, disrupting digital markets and providing future students with the information and content they need to make informed decisions. With only 20% of Universities tracking data, Hotcourses are uniquely positioned to provide insight into customer behaviour and characteristics.
In this session, Vik will describe:
- Data trends and insights into student preference and behaviour
- How to identify the most opportune diversification markets to target for specific programs and understand how recent economic and political events are affecting student mobility in those countries.
- Leverage prospective international student research data to shape online lead generation, engagement, and recruitment strategies.
- Observe how to successfully leverage data and analytics to strengthen your recruitment strategies
Vik SinghGeneral Manager – APAC
9:50 am - 10:30 am CASE STUDY: Improving Recruitment Quality through Performance Management of Partnerships:Gurpreet Singh, Director of Enrollment,Hult International Business School (India)
The agent and partnership channels for majority of education institutions are by far the largest source of full-fee paying international students. Managed efficiently, education institutions can significantly improve return on investment beyond just recruitment outcomes and help develop brand recognition and reputation.
In this session Gurpreet will discuss his experiences and how institutions can successfully implement:
- Holistic approach to optimising partnerships to maximise the return on investment and quality of students recruited
- Improve the effectiveness of long term partnerships with ongoing training and outlined KPI’s through establishment of clear policies and procedures
- Enhance and build brand desirability and reputation through robust relationships
Gurpreet SinghDirector of Enrollment
Hult International Business School (India)
10:30 am - 11:00 am Morning Tea and Networking Break
11:00 am - 11:40 am PANEL DISCUSSION: Developing Partnerships that Improve Quality and Create a Better Student ExperienceChristine Chow, Principal Advisor Global Business,RMIT University Anna Kirkham, Manager, International Quality and Compliance,Western Sydney University Trish Rechichi, Director of Future Students (Recruitment),University of Western Australia
Globalisation has created a greater need for mobility and cross industry employability. Developing and tracking desirable student characteristics that improve the long-term employability through corporate and university partnerships can create a powerful marketing differentiator. It also can be a powerful tool in promoting brand reputation and awareness.
This panel will debate:
- Whether corporate or university partnerships add the most value to mobility and employability
- The marketability and added value of either corporate or university partnerships
- Developing program quality, brand reputation and marketability with both partnerships
Christine ChowPrincipal Advisor Global Business
Anna KirkhamManager, International Quality and Compliance
Western Sydney University
Trish RechichiDirector of Future Students (Recruitment)
University of Western Australia
11:40 am - 12:20 pm CASE STUDY: Promoting Cultural Diversity and Values when Marketing to Future StudentsMandy McFarland, Director of Advancement,St Catherine’s College, UWA
St Catherine’s College, a residential College at the University of Western Australia has students from 38 different countries.
Understanding different cultural values and pressure points, has been a major factor in helping them expand their international reputation and brand presence.
This has also been supplemented with an alumni support structure, that helps promote the College’s reputation.
- Tailoring a marketing campaign to promote cultural values to future students
- Using students’ testimonies of their experience of a supportive, safe and inclusive campus
- Developing alumni involvement to assist in marketing diversity and cultural acceptance.
- Providing a unique cultural experience through Australia’s largest residential Indigenous Program
Mandy McFarlandDirector of Advancement
St Catherine’s College, UWA
12:20 pm - 1:20 pm Networking Lunch Break
1:20 pm - 2:00 pm CASE STUDY: Using Data Analysis to Assist in Forecasting and Developing Marketing Strategies
Julian and his team at Griffith University in the last 18 months have pioneered their market analytic system, which has been used to assist in budgeting, forecasting, performance and developing market strategies. This information has been a crucial tool in adapting to change and shifts in the market.
In this session, Julian will describe:
- Accounting for primary and secondary data sources from multiple sources that may not correspondence with each other
- Anticipating new emerging markets and adjusting marketing strategy to accommodate for the changing landscape
- Adjusting a marketing strategy that generates the greatest ROI based of analytical mapping.
2:00 pm - 2:40 pm Leveraging Alumni and Student Exchange to Build Brand Recognition and ReputationTrevor Goddard, Principle & Executive Director,Goddard & Associates
Trevor has extensive experience in international student recruitment, and recently has been appointed to the New Colombo Plan Reference Group. As part of the plan, Trevor has helped universities leverage and train student studying oversees to act as ambassadors to help promote brand reputation and recognition. He has also increased institutes student recruitment through alumni involvement and leveraging their experience to promote brand reputation and desirability.
In this session, Trevor will outline:
- How exchange students provide a powerful and genuine perspective that can be harnessed to improve an institutes reputation
- Providing training to student exchanges in order to create ambassadors that will increase the desirability of institutes
- Creating an alumni network that promote the universities reputation and brand to future students
Trevor GoddardPrinciple & Executive Director
Goddard & Associates
2:40 pm - 3:10 pm Afternoon Tea and Networking Break
3:10 pm - 3:50 pm Generating Future Student Engagement through Social Media and Digital MarketingYashinni Mathiahlagan, Business Manager, International Marketing,StudyAdelaide
Yashinni and her colleagues at StudyAdelaide have been developing their social media presence by showing current international student’s experience. By allowing the freedom for students to create their own videos and content, they have seen a greater level of authenticity, which has resulted in more than 2 million views. StudyAdelaide also hosted “Facebook Live” sessions that allow students to interact and discuss their experiences with future students in real-time, which has significantly improved engagement.
In this session Yashinni will outline:
- Generating genuine student content that highlights lifestyle and the Adelaide experience
- Leveraging social media and digital marketing to engage with future students on a relatable level
- Maximising engagement by developing different marketing strategies and content for different cultures
Yashinni MathiahlaganBusiness Manager, International Marketing
3:50 pm - 4:30 pm Establishing Strategic International Partnerships to Improve Student Mobility and EmployabilityCelia Cornwell, Dean International Faculty of Health Science,Curtin University
Celia has over 20 years experience in overseas student recruitment, transnational programs and developing higher education partnerships. Encouraged by globalisation and the greater focus on university collaboration, Celia and her colleagues at Curtin University have established strategic partnerships with international universities. This has allowed students to involve themselves in a unique and beneficial experience that is highly valued by employers.
In this session, Celia will outline:
- The challenges with establishing strategic international partnerships and how best to approach them
- How to marry globalisation and education to achieve the greatest student experience
- Empowering students to help strengthen international partnerships
Celia CornwellDean International Faculty of Health Science
4:30 pm - 5:10 pm Hot Seats: 4 Experts, 5 Minutes, 4 Hot Tips…Christine Chow, Principal Advisor Global Business,RMIT University Kylie Mckenzie, Deputy Director Marketing & Recruitment,University of Canberra Marlena Mende, Marketing Manager,Monash University
In this session, each of the experts will give a 5-minute lightening talk addressing a broad question, which in this case will be:
“How is new technology and innovations changing higher education institution marketing strategy, and how do you ensure you are maximising it potential?”
Christine ChowPrincipal Advisor Global Business
Kylie MckenzieDeputy Director Marketing & Recruitment
University of Canberra
Marlena MendeMarketing Manager