Coordination Régionale PACA
http://blog.univ-provence.fr/blog/coordination-rgionale-paca
petit texte ici Coordination Régionale PACA
pcassuto2013-06-20T09:23:07ZBest practices in marketing executive education
http://blog.univ-provence.fr/blog/coordination-rgionale-paca/marketing/2013/05/05/best-practices-in-marketing-executive-education
<a href="http://www.efmd.org/" target="_blank"><img src="http://www.efmd.org/templates/efmd/images/efmd_logo.jpg" alt="http://www.efmd.org/templates/efmd/images/efmd_logo.jpg" align="left" /></a><strong>The four areas most commonly cited in best practices were: building client relationships, regularly publishing faculty research, conducting focused marketing events with top speakers and investing in direct selling resources. </strong><br />
This report is on the UNICON members research project that was targeted on three areas: marketing for open enrolment programmes, for custom programmes and brand awareness marketing. From the 47 schools involved – out of which half are EFMD members, several interesting findings emerge:<br />
* 89% of schools changed their marketing strategy in the last year to include more digital marketing.<br />
* Around half of the schools have efforts in marketing and sales combined into one operating unit (for efficiency) the other half have a separate marketing and sales unit (for dedicated focus). <br />
* Web-sites are the most effective marketing channel. 26% of schools make major website changes more than once a year, 22% do it once a year and 55% of the schools make major website changes less than once a year.<br />
* The majority of schools spend 5% or less of revenue of their marketing efforts.<br />
* For customised business, 57% of respondents use a push strategy of personal selling to prospects and clients.<br />
* For open programmes, 85% of respondents use a combination of a push (personal selling activity) and a pull (advertising, sales promotion and publicity) to attract potential clients. <br />
* Marketing spend is not consistently allocated to the most effective channels: respondents cited websites as their most effective marketing channels, but the largest share of marketing expenditures is allocated to traditional methods.<br />
* Almost 3 of out 4 schools spend 90% or more of their marketing budget to promote programmes domestically (in country), one third of schools spent 15% of their marketing budget to promote programmes internationally (outside country).<br />
This 30 pages <a href="http://uniconexed.org/en/research-link.html" target="_blank">report</a> is downloadable from the UNICON website. The various research activities were conducted in the second half of 2012.Marketing2013-05-05T03:05:10ZpcassutoMarket your higher education institution internationally
http://blog.univ-provence.fr/blog/coordination-rgionale-paca/marketing/2013/04/07/market-your-higher-education-institution-internationally
<strong><a href="http://www.eaie.org/blog/market-your-higher-education-institution-internationally/" target="_blank"><img class="alignleft size-full wp-image-2756" src="http://www.eaie.org/blog/wp-content/uploads/2013/04/Marketing-plan.jpg" alt="Market your higher education institution internationally" title="Marketing-plan" width="148" height="116" align="left" /></a>Higher education institutions are becoming increasingly integrated in the global education market and institutions are facing rising competition for the best students. To be able to compete successfully, a good international marketing plan is essential, yet many institutions are still novices in taking a strategic approach to international marketing. This article and subsequent free e-resource will set you off on the right path to international marketing success.</strong><br />
International marketing is not a separate endeavour but an activity supporting and facilitating all the activities of a university. The strategic priorities of each university vary, and hence it is crucial to understand and tailor your marketing plan to your institution’s strategy. Your job becomes significantly easier if your university is committed to realising its international strategy. All you need to do then is demonstrate that your marketing plan can help support it.<strong><br />
No international strategy?</strong><br />
If a truly embedded international strategy is not a reality at your university, tie your plan to the university’s overall mission instead. Each university has a different set of priorities and commitments, but for all institutions, teaching and research matter – albeit in varying compositions. Can you show that your marketing plan will improve academic quality? If yes, then you are on the right track. It is important to remember that ‘academic quality’ can be interpreted differently at different institutions. In addition to teaching and research, the university’s third mission – its other contributions to society – has become increasingly important over the past years. Showing that international marketing can improve the attractiveness of the region or provide education to disadvantaged international students is always a plus.<strong><br />
Loose the marketing jargon</strong><br />
When communicating your marketing plan, keep in mind that you are a professional marketer and used to working in a business environment, but the colleagues you need to work with and convince are most likely not marketeers. With the risk of generalising too much, not many university staff are in favour of spending funds on marketing and treating the university’s education as a commodity. It is therefore important to address your audience in their own language. In other words, don’t use too much business and marketing terminology. To successfully engage the academics in your marketing plan, seek to approach the matter from a perspective familiar to them, such as the institution’s international reputation and its ability to reach prospective talented international students.<br />
If you’re interested in finding out how to translate your university’s priorities into an international marketing plan, download the chapter from <a href="http://www.eaie.org/dms-static/9d0614f5-54fb-4fd7-acc7-79da6e693d21/Toolkit%203%20Chapter%202.pdf" target="_blank"><em>Marketing your institution internationally</em></a>, Volume 3, EAIE Professional Development Series, to get you started.Marketing2013-04-07T15:18:46ZpcassutoMarketing the Value of IT in Higher Education
http://blog.univ-provence.fr/blog/coordination-rgionale-paca/marketing/2012/12/22/marketing-the-value-of-it-in-higher-education
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<strong><a href="http://www.universitybusiness.com/ITvalue" target="_blank"><img src="http://www.universitybusiness.com/sites/default/files/UB-logo_4.png" alt="University Business Logo" title="Home" width="111" height="36" align="left" /></a>By<span class="by"> </span></strong><strong><a href="http://www.universitybusiness.com/node/12638">Philip Carlucci and Robert F. Johnson</a>. </strong>Meeting expectations is passé. Today, it's all about exceeding
expectations. Most colleges and universities understand that IT is
integral to their function; however, few administrators truly understand
the value of IT. This lack of understanding holds many universities
back from capitalizing on information technology and the expertise of IT
professionals. Technology pervades and facilitates nearly every
university activity, from the library to the classroom to the
administration buildings. IT leaders in higher education must package
and market the value the IT department has and can deliver. Knowing that
IT adds value to the campus is not enough. We must be able to both
define that value and communicate it effectively to the President, Board
of Trustees, and other university decision-makers.<br />
We should look
to the marketing folks for lessons. Not only are they adept at
promoting a school’s brand, they are masters at promoting their value to
the rest of the organization. Remember, marketing is not a department;
it is a part of the university. Most IT organizations have never won
awards for their marketing prowess. However, if IT doesn’t market itself
well to the university, who will? <a href="http://www.universitybusiness.com/ITvalue" target="_blank"><strong>Read more...</strong></a>
</div>Marketing2012-12-22T10:11:53ZpcassutoQuand écoles et universités aspirent à devenir des marques
http://blog.univ-provence.fr/blog/coordination-rgionale-paca/marketing/2010/03/12/quand-coles-et-universit-s-aspirent-devenir-des-marques
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<a href="http://www.educpros.fr/detail-article/h/880313571c/a/quand-ecoles-et-universites-aspirent-a-devenir-des-marques.html" target="_blank" title="Retour à l'accueil">
<img src="http://www.educpros.fr/fileadmin/www.educpros.fr/templates/img/header/educpros-fr.gif" alt="Revenir à l'accueil EducPros.fr, un site de l'Etudiant" width="247" height="78" align="left" /></a><a href="http://www.educpros.fr/" title="Retour à l'accueil">
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<strong>Par Marie Radovic</strong>. A l'occasion de notre deuxième conférence Educpros L'Etudiant, organisée le 11 mars 2010, intitulée "<a class="external-link-new-window" href="http://www.educpros.fr/conference/la-marque/presentation.html" target="_blank">La marque, au service des établissements d'enseignement supérieur ?</a>",
Educpros a enquêté sur ce thème porteur. Longtemps cantonnée aux écoles
de commerce, la marque, souvent synonyme de marchandisation des
savoirs, a fait son entrée dans les autres établissements du supérieur.
Changement de nom, consolidation de leur identité en interne et en
externe, mise en place des outils pour faire vivre la marque...
beaucoup comptent en faire un outil de développement. Lire notre dossier "<a class="external-link-new-window" href="http://www.educpros.fr/dossiers/quand-ecoles-et-universites-aspirent-a-devenir-des-marques/h/bf52be9ea9/d/1027.html" target="_blank">Quand écoles et universités aspirent à devenir des marques</a>".
Outre-Rhin, les universités vont encore plus loin dans le marketing : découvrir cet éclairage européen "<a class="external-link-new-window" href="http://www.educpros.fr/detail-article/h/61e82132e6/a/les-universites-allemandes-s-offrent-au-marketing.html" target="_blank">les universités allemandes s'offrent au marketing</a>" paru en février 2010 sur Educpros.fr<span style="color: #ff0000"><strong><br />
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<span style="color: #ff0000"><strong><a href="http://translate.googleusercontent.com/translate_c?hl=fr&langpair=fr%7Csk&u=http://www.educpros.fr/detail-article/h/880313571c/a/quand-ecoles-et-universites-aspirent-a-devenir-des-marques.html&rurl=translate.google.com&twu=1&client=tmpg&usg=ALkJrhhE_zRYnbG_p8X6BYQOjxjr76MQ4w" target="_blank" title="Späť na úvod"><img src="http://www.educpros.fr/fileadmin/www.educpros.fr/templates/img/header/educpros-fr.gif" alt="Späť domov EducPros.fr, miesto Student" width="163" height="53" align="left" /></a><a href="http://translate.googleusercontent.com/translate_c?hl=fr&langpair=fr%7Csk&u=http://www.educpros.fr/&rurl=translate.google.com&twu=1&client=tmpg&usg=ALkJrhhN39OOVVNGoXeS38t4aJ17zih3SQ" title="Späť na úvod">
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<span style="color: #ff0000"><strong><span><span class="google-src-text" style="direction: ltr; text-align: left"><strong></strong></span><strong>Marie Radovic.</strong></span><span>Pri príležitosti nášho druhého Educpros študentská konferencia, ktorá sa konala marec 11, 2010, nazvanej <a class="external-link-new-window" href="http://translate.googleusercontent.com/translate_c?hl=fr&langpair=fr%7Csk&u=http://www.educpros.fr/conference/la-marque/presentation.html&rurl=translate.google.com&twu=1&client=tmpg&usg=ALkJrhjD2NIGqI_2VcntkwQ4d3ydZ34MzA" target="_blank">"ochrannej známky, servisné inštitúcie vyššieho vzdelávania?"</a> Educpros prešetrovaní tejto ústrednú tému.</span> <span><span class="google-src-text" style="direction: ltr; text-align: left"></span>Dlho obmedzené na obchodné školy, má značku, často synonymom
commodification vedomostí, vstúpil do ďalšej vysokoškolské inštitúcie.
Premenovanie, upevniť svoju identitu interne aj externe, vývojové
nástroje pre bývanie značky ... veľa urobiť nástroj rozvoja.</span> <span><span class="google-src-text" style="direction: ltr; text-align: left"></span>Prečítajte si naše <a class="external-link-new-window" href="http://translate.googleusercontent.com/translate_c?hl=fr&langpair=fr%7Csk&u=http://www.educpros.fr/dossiers/quand-ecoles-et-universites-aspirent-a-devenir-des-marques/h/bf52be9ea9/d/1027.html&rurl=translate.google.com&twu=1&client=tmpg&usg=ALkJrhjj4G5ZZjxTH6AbDMIb9AIDkGYBXg" target="_blank">"Kedy a vysokých škôl sa snažiť byť značky</a></span>. <a href="http://translate.google.com/translate?client=tmpg&hl=fr&u=http%3A%2F%2Fblog.univ-provence.fr%2Fblog%2Fcoordination-rgionale-paca%2Fmarketing%2F2010%2F03%2F12%2Fquand-coles-et-universit-s-aspirent-devenir-des-marques&langpair=fr|sk" target="_blank">Viac</a>...</strong></span>
</div>Marketing2010-03-12T00:40:15Zpcassuto