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"Do rankings make a difference in marketing your institution? " Dr Robert Coelen attempting to give Dr Neil Kemp’s presentation

INTERNATIONAL STUDENT RECRUITMENT STAFF RECRUITMENT UK STUDENT MOBILITY STUDENTS CURRICULUM -COURSES – TEACHING – INTERNATIONAL STUDENT RECRUITMENT STAFF RECRUITMENT UK STUDENT MOBILITY STUDENTS CURRICULUM -COURSES – TEACHING – LANGUAGES STAFF EXCHANGES STUDENT EXCHANGES INTERNATIONALISATION COLLABORATIVE DELIVERY TNE AND E-DELIVERY TEACHING COOPERATION ARTICULATION CAMPUSES RESEARCH COOPERATION PARTNERSHIPS STAFF - DEPARTMENT - INSTITUTIONAL

International student marketing – Marketing plan and promotional strategies • Product – programmes, research International student marketing – Marketing plan and promotional strategies • Product – programmes, research university • Place – which markets • Promotion – communications strategy • Positioning – DIFFERENTIATE from competitors • Price and all: - informed by research and analysis - underpinned by investment

High correlation research led universiites and international success (THS 2008) UK university International students High correlation research led universiites and international success (THS 2008) UK university International students International student revenue (Euro millions) Manchester 7, 300 56 LSE 5, 700 54 Nottingham 6, 500 50 Oxford 6, 100 42 Edinburgh 4, 300 33 Cambridge 5, 400 31 Sheffield 4, 400 29

The International Student Barometer. TM DECISION INFLUENCES 1: Very unimportant 4: Very important Base: The International Student Barometer. TM DECISION INFLUENCES 1: Very unimportant 4: Very important Base: 2760 All material strictly copyright © IGI Services Ltd 2007

The International Student Barometer. TM WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE? Base: 2799 The International Student Barometer. TM WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE? Base: 2799 All material strictly copyright © IGI Services Ltd 2007

The International Student Barometer. TM WHICH INFLUENCE WAS THE MOST IMPORTANT? Base: 1796 All The International Student Barometer. TM WHICH INFLUENCE WAS THE MOST IMPORTANT? Base: 1796 All material strictly copyright © IGI Services Ltd 2007

Concluding remarks • If you are not ranked now you will be • The Concluding remarks • If you are not ranked now you will be • The Oscars used to be simple once, but now……. • The more dependent universities become on international students as a source of finance the greater the use of league table results (if positive !) – more frequent use in UK, AUS, than elsewhere • Should ranking tables influence your marketing ?

The International Student Barometer. TM WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE? Base: 2799 The International Student Barometer. TM WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE? Base: 2799 All material strictly copyright © IGI Services Ltd 2007

What was most important ? What was most important ?

• Thank you for putting up with me instead of Neil ! • Thank you for putting up with me instead of Neil !