DATE / TIME 05/10/2017 09:00
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Date(s) - 10/05/2017 - 11/05/2017
Time - 9:00 am - 5:30 pm

Empire Hotel Hong Kong • Wan Chai


Download the Brochure: HEISR0517hk – ME

Facilitated by one of the world’s leading higher education marketing expert, this highly-interactive workshop will provide attendees with practical strategies and tips for increasing international student enrollments and positioning your brand in the international education market.

This TWO-DAY MASTERCLASS will provide an in-depth and interactive learning experience to enable you to: –

  • Discover best practices for international student recruitment and University marketing
  • Gain insights into key strategies utilised by world-class Universities across the Asia-Pacific
  • Effectively position your institution in a competitive global education market
  • Create synergy between the International Office and Admissions Office
  • Build strong international partnerships and collaboration to expand your University’s market reach
  • Engage students and alumni as effective ambassadors of your University’s brand
  • Take away tools for building and sustaining your reputation in the international marketplace
  • Utilise both traditional and social media marketing for greater student outreach
  • Accurately access the effectiveness and impact of your international student recruitment and marketing activities


With the internationalisation of higher education, greater student mobility and the backdrop of funding reform resulting in less certainty over revenue for many institutions, the global higher education sector is evolving rapidly and has become an increasingly competitive and dynamic landscape. Prospective students have an ever-expanding suite of options at their disposal and it is increasingly important for Universities to distinguish themselves from their competitors both locally and overseas. In the international market in which academic institutions now operate, it is essential to possess highly-developed student outreach and marketing skills to ensure on-going growth and success can be achieved.

This highly interactive workshop will provide attendees with practical tools for building strong international student recruitment and marketing strategies for your institution. Attendees will benefit from case study examples highlighting strategies utilised by highly successful Universities around the world. The event format will enable a combination of structured learning and interactive peer-to-peer experience sharing. Be part of this exciting program and take away the tools and knowledge required to effectively reach your global audience and increase international student numbers for your institution.

Your Expert Course Trainer:

Dr Stephen Holmes

B Ed, MBA, M Ed Admin, PhD, (Education Marketing)

Managing Partner

The Knowledge Partnership Asia Pte Ltd

Stephen lays a robust claim to be the most experienced, credentialed consultant/researcher in the world in higher education marketing, strategy, communications, and reputation management.

Stephen is the only full-time practising consultant in the world with a PhD in the specific field of education marketing. In the late 1990s, Stephen significantly defined the role of marketing in higher education in its most holistic sense in part via the 5Rs framework (recruitment, retention, referral, relationships and reputation) in his seminal PhD study on creating a market orientation in education.

Now based in Asia, Stephen has since consulted, researched, published and spoken globally with and universities, schools, colleges at the highest levels with an unmatched client base in breadth and depth spanning three decades. Research has always informed his practice, something that helps to forge trust with higher education professional clients globally.

In 2015/16 alone, Dr Holmes has been commissioned for major university projects, in each of: Asia, Australia, Middle East, US, and New Zealand.

More recently as Co-founder in 2003 and Principal of The Knowledge Partnership (now The Education Partnerships), with offices in Asia, Australia, UK and Canada and at the forefront in global education sector specific consulting, Stephen has built his name as a world authority in supporting and facilitating transition of the higher education sector to a more market responsive orientation.

Stephen’s contributions have extended to the academic domain- with course development and delivery of courses in higher education marketing at certificate and masters levels in partnership with several leading universities internationally. He is the author of a specialist book on education marketing, used by universities offering education-marketing courses across the world. Stephen is currently establishing the first ‘Education Marketing Academy’ to train and develop aspiring and current higher education sector professionals globally.

Stephen is also a Director of the MaXimizE (Marketing Excellence in Education) benchmarking and evaluation project adopted by over 100 universities and colleges internationally since 2003.

With a professional education background spanning schools, a university academic and executive marketing director, Stephen brings a unique depth of global insight and culturally grounded sector expertise and perspective. Stephen is uniquely placed and respected to drive a professional response to the contemporary needs of higher education institutions in marketing, strategy, course portfolio, communications and reputation management.

Specialist fields include:

– Reputation analysis and management

– Market planning and strategy

– Course development and renewal from a market perspective (including pricing)

– Institutional perception market research

– Positioning and brand reviews

– Strategy implementation and evaluation

– Marketing staff training and development.

Day 1

Building world-class international student recruitment and University marketing strategies

  • Internationalization of higher education – Reviewing its impact toward University marketing courses and student recruitment
  • Emphasizing the importance of student experience and how to meet expectations
  • Lessons learnt from successful marketing and student recruitment campaigns of top Universities around the world

Setting up an International Office

  • The components of a University International Office
  • Objectives and functions of an International Office and how it works hand-in-hand with University student recruitment and marketing
  • The process of setting up facilities for international students upon their arrival
  • Executing and managing the International Office successfully

Case Study: Toolkit for establishing and managing a best practice International Office

International marketing and student recruitment – Where to begin

  • Identifying specific markets that are the best to begin with
  • Developing and setting appropriate targets for international student recruitment and enrolment
  • Understanding current market penetration of your University and future directions
  • Expanding and establishing entry into new market segments in the international marketplace

Day 2

The process of developing and building strong international partnerships

  • Leveraging partnerships for international student recruitment
  • Identifying and collaborating with international education agents – key challenges and opportunities to consider
  • Partnering with alumni and graduates

Group Discussion: Reviewing the current position and resources of your institution and future directions for international student recruitment and marketing

Leveraging the use of social media and digital marketing

  • Types of social media and digital marketing platforms
  • Combining traditional and social media marketing successfully
  • Utilising different approaches to engage with different audiences
  • The power of word-of-mouth and relationship-based marketing strategies, and how to facilitate effective communication

International Course Portfolio Development and Analysis

  • Strategic approaches to course portfolio management
  • How to Market programs internationally
  • Market Intelligence and programs
  • Relevant Trends in Portfolio Development
  • New programs- how to optimise market success
  • Indicators that a New Programme Might Become Unsuccessful (from our i-MAP research study)
  • New Program Targeting: Market Segmentation
  • Best Practice Benchmarks: Course Portfolio Management
  • Tools to support and generate new course ideas and course renewal- EMMAP
  • International Course Concept Analysis
  • Development of Innovative New Programmes

Group Discussion: Getting management ‘buy-in’ – Presenting your strategies and plans to senior management and garnering support

Intensive Q&A and key issues discussion – during this interactive session our trainer will invite the audience to bring up key issues they are facing with international student recruitment. A range of practical solutions to these problems will be discussed based on our trainer expertise and the experiences of the group.


Bookings are closed for this event.