Workshop Branding of Higher Education Institutions
This 2-day course will offer an introduction to the key aspects of branding and how a strong brand is essential in our increasingly competitive higher education environment.
Importance of branding in higher education
The role branding currently plays in higher education is significant. Universities and colleges compete for the attention of domestic and international students just as other service industries do, and issues of visibility, loyalty and reputation have become more apparent in recent years. In addition, with an increasing number of universities faced with having to charge (full cost) tuition fees, the joint issues of branding and positioning have become more important.
Welcome, objectives & introduction
• Introduction to the course
Introduction to brand theory
• Introduction to brand theory
Association networks: task 1
• Association networks task in small groups
Developing an education brand
• Case studies of effective education brands
Developing your own brand: task 2
• Assignment to develop a brand identity
Lessons from business
• Case studies of commercial success
Branding in an online world
• Social media and brand integrity
• Small discussion groups
Presentations & plenary discussions
• Group presentations
Q&A and closure
• Questions and answers
On completion of the course, participants will be able to:
- Recognise the elements of brand theory most useful for their institutional position.
- Identify the potential role a brand may play in education marketing.
- Identify the internal steps needed in building their institution’s brand.
- Identify a potential brand position for their institution in either the national or international market.
- Draw out valuable and relevant lessons from the world of commercial branding.
- Adopt best practice in branding from other universities and colleges.
This course is aimed at university and college staff with the following responsibilities:
- (Inter)national marketing & recruitment
- Corporate communications
- Internal communications
- International relations
- Marketing and communications
- Business development
- Corporate liaison
As the course is of intermediate level, participants should be familiar with some of the basics of marketing, including the 4 Ps, SWOT analysis, services marketing and communications planning.
The course is offered by iE&D Solutions and International Education Consultants UK jointly.