2010 modules include:

• Branding
• Customer care
• International Marketing *NEW module*
• Marketing management
• Market intelligence, and
• Marketing communications

Module descriptions

Compare the Meerkat ; the past, present and future of HE marketing, Peter Slee
This session will chart the journey universities are making through the three ages of higher education marketing: marketing as publicity (the past) marketing as branding (the present) and marketing as institutional strategy (the future) and explain how we need to gear up for the professional challenges ahead.

The 4 real Ps of HE marketing: power, politics, people and persuasion,Tricia King
A talented new HE marketer will take about two weeks to work out what needs to be done. It may take two years to actually make it happen. This session looks at marketing structure and how to negotiate power, work with politics, understand people and be your persuasive best so you can make change happen quickly.

Giving the Hydra a single voice: the language of branding, Tracey Lancaster
Can you, and should you, really sum up something as diverse and complex as a University in a single brand? This session considers the opportunities and challenges of building a brand, and touches on some of the practicalities that need to be considered along the way!

Strategic marketing planning, market research and the 49th Prime Minister, Richard Taylor
"Marketing is strategy" writes Nirmalya Kumar and if market research is the eyes and ears of marketing, then institutional strategy is senseless unless underpinned by it. But how do institutions use market research as a basis for forming strategy as well as supporting their routine operations? And how can institutions deploy market research without becoming slaves to a consumerist view of higher education that many find anathema? And what has any of this to do with the 49th Prime Minister?

I want it all, and I want it now: how customer service is at the heart of effective marketing, Lori Manders
How does customer service apply in education? Does it affect what we do? In this session understand how customer service is an integral part of what we do and in this world of consumerism how we have to be ahead of what our customers want, with service and delivery. Customer service strategy is a key element to the educational marketing mix.

International education: motherhood and apple pie or cocacolonisation? Christine Humfrey
What is internationalisation of higher education? Why and how do we internationalise? Is recruitment and high income from fees all we are really looking for, or do we have a vision of a better world? What does our Government expect from the sector? What are the myths and where are the pitfalls? This session will answer these questions and more.

"What Difference Does It /Make?" - What The Smiths and other bands can teach us about direct and interactive marketing, Chris Watts
Tolstoy said that "music is the shorthand of emotion". This session will consider the benefits of direct and interactive marketing - including the emotional connection it enables us to make with applicants - and will show how effective integration is the key to a successful campaign. And the music will be good too.

Employment engagement: marketing opportunity or public policy distraction,Tim Longden
Government policy since 2003 has attempted to foster closer links between employers and HEI's. This session examines the basis for public policy and considers the opportunities and obstacles facing HEI's and marketers in responding to these changes. The session will be illustrated with practical examples of initiatives and models for employer engagement from across the sector.