Andrew Everett,
Director UQ International, University of Queensland
The workshop series International Dialogue on Education Berlin is a joint initiative of the British Council Germany, the German Academic Exchange Service, the German-American Fulbright Commission, the Australian Group of Eight and the Canadian Bureau for International Education in Berlin.
Through the contributions of international participants the series aims to enrich the debate on science, research and higher education policy in Germany, to place German perspectives in a global context and to learn from positive examples from other countries.
Andrew Everett,
Director UQ International, University of Queensland
Andrew Everett
Ever-increasing competition, education reform and the global financial crisis are all escalating the pressure on the higher education sector. Many of the resultant challenges that higher education leaders face are brand-related: increasing student recruitment and admissions, growing alumni giving, building community relations, developing staff engagement, and improving the student experience.
In response, many universities are making major investments in marketing and branding campaigns - to not only improve name recognition but to clearly differentiate their offering from that of others. With so many institutions making similar brand promises, identifying and effectively communicating the critical distinguishing features that set institutions apart will only become more important.
This workshop explores some of the issues and forces that are driving universities throughout Australia and overseas to rethink their brand strategies. Many of these are economic and societal factors outside the control and traditional areas of expertise of higher education institutions.
It will also investigate how a comprehensive and coordinated approach to brand management within your institution can help improve performance and outcomes, the particular challenges of managing brand within an academic environment, and the requirements for success.
