„Marketing on a shoestring – How to deliver big results with small resources”
As part of the 2017 Erasmus+ staff mobility, Ivana Cvetkovic, LBS marketing assistant, had the opportunity to attend a seminar in Bonn, Germany organized by the GATE (Germany Internationales Hochschulmarketing) from August 30-31, 2017. The seminar was held by Joachim Ekström, Chair of the European Association for International Education (EAIE), and responsible for international marketing and recruiting at Uppsala University in Sweden.
The main topics of the seminar were analysis of the recruitment funnel, conversion rates of different recruiting methods, tools of trade (e.g. Google Ads, social media, CRM tools), as well as designing value proposition and activity planning within the budget. The training included workshops, presentations and a case study that contributed to the overall exchange between colleagues working in Admissions, Marketing & PR, and International Offices in various European universities.
Main takeaways will be further disseminated within the Lauder Business School team and suitable tools implemented for future activities. “Attending this seminar was an extremely valuable experience! On the one hand current tools and methods were presented and discussed, and on the other hand it was a unique opportunity to meet colleagues and learn about best cases that can be benchmarked for our institution,” Ivana summarizing the training.