1. Danube University Krems Department for Continuing Education Research and Educational Management Marketing for Higher Education Institutions – Organisational Aspects and Future Challenges in a Changing Environment Dr. Attila Pausits EAIR Forum Copenhagen

2. Danube University Krems Department for Continuing Education Research and Educational Management Danube University Krems  university for continuing education  more then 70% third party funds – study fees  department for PR and marketing  autonomous student enrollment marketing responsibilities at departments

3. Danube University Krems Department for Continuing Education Research and Educational Management Marketing Evolution at Krems  mass (print) media marketing  cross media marketing  from the “Internet as a marketing channel” to “Internet the marketing channel”  Web 2.0 marketing/ social media marketing

4. Danube University Krems Department for Continuing Education Research and Educational Management Agenda  Changing times and HE markets  Organizational goals and marketing  Marketing approaches for HEIs  Conclusions

5. Danube University Krems Department for Continuing Education Research and Educational Management Changing times  transdisciplinary, heterogeneous and transient environment  Bologna Process, LLL, autonomy  from a state or academic oligarchy dominated systems into a market oriented or market driven environment  need for interaction and collaboration with HE stakeholders  different student types  searching for competitive advantages

6. Danube University Krems Department for Continuing Education Research and Educational Management The “markets” of higher education marketing  HEIs as service-oriented organisations  vocational training market, labour market and knowledge market  from seller’s to buyer’s markets

7. Danube University Krems Department for Continuing Education Research and Educational Management Everybody is looking for good students

8. Danube University Krems Department for Continuing Education Research and Educational Management Organisational goals and marketing  Differentiation of HEIs (private universities, universities for applied sciences, institutions for adult and continuing education, corporate universities)  Reduction of state funding  Demographic developments  Challenges to the legitimatisation of HEIs, output and outcome orientation, differentiation and positioning in competition  Stress of competition (foreign HEIs, internationalisation of the labour market, new media, lifelong learning, market orientation of HEIs)

9. Danube University Krems Department for Continuing Education Research and Educational Management Organisational Models  The Goal Model  The System Resource Model  The Internal Process Model  Stakeholder Model  Quality Model

10. Danube University Krems Department for Continuing Education Research and Educational Management Importance of Marketing ModelImportance of Marketing Marketing Goal The Goal ModelHighDissemination of goal achievements The System Resource ModelHighIncreasing input quality and handling relationships The Internal Process ModelLowInternal communication Stakeholder ModelHighInteraction with external environment Quality ModelHighDissemination of output quality

11. Danube University Krems Department for Continuing Education Research and Educational Management Marketing in HE

12. Danube University Krems Department for Continuing Education Research and Educational Management Marketing Instruments and Chanels

13. Danube University Krems Department for Continuing Education Research and Educational Management HEIs Marketing World  Professional approach is getting increasingly important  Marketing and HE know-how  Organisational implementation  Low budget marketing

14. Danube University Krems Department for Continuing Education Research and Educational Management Marketing Mix

15. Danube University Krems Department for Continuing Education Research and Educational Management WEB 2.0 Marketing/Social Media Marketing  virus marketing  buzz marketing  guerrilla marketing  affiliate marketing  permission marketing  relationship marketing

16. Danube University Krems Department for Continuing Education Research and Educational Management The other site of Web 2.0 marketing  no control  fast content changes  flexible organisation  Your college's good name, Up in Smoke Your college's good name, Up in Smoke  Danube University Krems Danube University Krems

17. Danube University Krems Department for Continuing Education Research and Educational Management Marketing fits for HEIs Marketing approachHEI applicability Virus marketingselective Buzz marketingyes Guerrilla marketingselective Affiliate marketingrather no Permission marketingyes

18. Danube University Krems Department for Continuing Education Research and Educational Management The life cycle paradox Klumpp, M., Fröhner, S., 2005, S. 7 + _ 0 10 11 1213t4t5 „ Alumni Interm. exams + _ 0 10 11 1213t4 „ Applicant StudentAlumni End of the Relationship ? Final exams Enrollment Expenses Revenues State financed losses Private earned profit

19. Danube University Krems Department for Continuing Education Research and Educational Management Relationship Marketing Initiation Enrolment & Socialisation Expansion & Maturity Alumni & Revitalisation Interested Party Management Student ManagementRecovery Management Freshman Manage- ment Satisfac- tion Manage- ment Account- ability Manage- ment Time Alumni Manag ement Intensity of Relationship Interested Party Management Student Retention Manage- ment Revitali- sation Manage- ment Quality Management Marketing to whom? Higher education institutions’ student recruitment strategies Frølich, et al A learning strategy for management education Nygaard, Why students leave Os, van What’s in a name? The impact of Institutional branding Smith, by Gorman Variable tuition fees and widening participation: marketing of institutions through access agreements McCaig, et al Education Quality and University Image Miskinis, et al

20. Danube University Krems Department for Continuing Education Research and Educational Management The relationship marketing project  Put the students first  Improvement of marketing success  Cost effective marketing  Organizational effectiveness  Quick wins  Contact Management  Campagne Management

21. Danube University Krems Department for Continuing Education Research and Educational Management Contact management Contact Category Study Master Data

22. Danube University Krems Department for Continuing Education Research and Educational Management Conclusions  shift from one stop university to partner for life  shift from a transaction-oriented approach to a relationship-based approach  low-budget marketing is an appropriate way to support institutional success  thin line between innovative marketing approaches in HE and institutional integrity  marketing is not only „at the entrance“ of the HE value chain

23. Danube University Krems Department for Continuing Education Research and Educational Management Thank you for your attention!

24. Danube University Krems Department for Continuing Education Research and Educational Management Track 3: Marketing Tue.  Education Quality and University Image - Miskinis, et al  What’s in a name? The impact of institutional branding - Smith, by Gorman  A learning strategy for management education - Nygaard, Wed.  Why students leave - Os, van  Marketing to whom? Higher education institutions’ student recruitment strategies - Frølich, et al  Variable tuition fees and widening participation: marketing of institutions through access agreements - McCaig, et al