iE&D Solutions bv
International Education & Development

Workshop Strategic Marketing for International Higher Education

This 2-day course will focus on the “strategic why” of international marketing and provide policy makers and recruiters with a solid theoretical background combined with practical examples to help them locate the right strategies and methods of implementation for their own marketing plans.

Developing an international marketing strategy

The marketing of higher education to domestic and international students alike is now considered mainstream by many. The focus, however, on developing a marketing strategy that enables an institution to capture the interest of prospective students located thousands of miles from its home campus is a complex and often highly costly exercise – one that many institutions agonise over and have significant difficulties in framing the “right” strategy for them.


Day 1

Welcome, objectives & introduction

• Introduction to the course
• Participants welcome and aims

Introduction to theory

• What is strategy in the context of international education?

Global trends

• How global trends in international student recruitment and the mobility of students impact on the development of your marketing activities


Making strategic choices

• Strategic choices in international markets
• Locating where your students will come from

Coffee break

Developing your own strategic choices; task 1

• Introduction to exercise & preparatory work
• Assignment to develop a strategic choice


Day 2

The role of technology

• Digital strategy and online marketing

Coffee break

Alternative strategies

• Alternative strategies for international student recruitment


Developing your own alternative strategies; task 2

• Introduction to exercise & preparatory work

• Assignment to develop alternative strategies

Coffee break

Presentations & plenary discussions

• Exercise presentations
• Discussion of lessons learned

Q&A and closure

• Questions and answers

Learning outcomes

On completion of the course, participants will be able to:

  • Understand what strategic marketing means and how it impacts on international student recruitment at their institution.
  • Understand the importance of market research, the marketing audit and of tracking market developments.
  • Understand the strategic importance of conversion strategies.
  • Understand the full range of marketing activities and how they are likely to impact on student recruitment.

Target audience

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.

This workshop received a rating of 8.56 by 88% of all participants and our workshop on Branding was rated 9.25 out of 10, by 67% of all participants. See some reviews.

The course is offered by iE&D Solutions and International Education Consultants UK jointly.

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