Conferences & Training
Programme - Strategic Marketing Institute 2018

Please note that this is a draft programme and is subject to change. 

Tuesday 30 January 2018

11:00-12:00 Registration

12:00-12:30 Welcome from the chair 
Peter Slee, Vice-Chancellor, Leeds Beckett University 

12:30-13:30 Tutor groups - Breakout rooms
Getting to know one another, goals and aims for the week. 

  • Tricia King
  • Peter Slee
  • Claire Brown
  • Chris Watts
  • Rachel Sandison
  • Tracey Lancaster

13:30-14:40 Lunch in tutor groups

14:30-16:00 Plenary 1 - The end of the world as we know it
Peter Slee, Vice-Chancellor, Leeds Beckett University
UK higher education is changing. Learn what is driving change, what shape that change is taking, how it affects universities and how marketing can save the world.

16:00-16:30 Refreshment and networking break

16:30-17:30 Plenary 2 - Who do you think you are? Why branding matters in 2017
Tracey Lancaster: Deputy Vice Chancellor (Corporate Communications) Leeds Beckett University
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.

17:30-18:45 Collection of bedroom keys from Reception area and free time

18:45-19:30 Drinks reception and networking

19:30-21:00 Dinner
Guest speaker TBC

Wednesday 31 January 2018

09:00-10:00 Plenary 3 - Developing compelling value propositions
Claire Brown, Director of Marketing, University of Liverpool
In an increasingly competitive global market place, universities need to raise their profile beyond the brand and develop compelling customer value propositions. In this session a simple ‘five step value proposition model' will be presented as we review the first stage of the student (customer) journey and consider the implications of embedding value propositions in your marketing communications strategy to drive student recruitment.

10:00-10:30 Refreshment and networking break

10:30-11:30 Plenary 4 - Promise what you deliver, deliver what you promise - the student experience as an expression of brand values
Tricia King, Vice President Global Engagement, Council for Advancement and Support of Education and Chris Watts, Director of Student Recruitment, Leeds Beckett University
In this session understand how customer service is an integral part of how we need to operate and in this world of consumerism and forthcoming changes in how much students pay for their education. How will we exceed their expectations and provide an enhanced service with a reduced resource? Customer service strategy is a key element to the educational marketing mix.

11:30-12:30 Tutor groups - Breakout rooms

  • Tricia King
  • Peter Slee
  • Claire Brown
  • Chris Watts
  • Rachel Sandison
  • Tracey Lancaster

12:30-13:30 Lunch - The Refectory

13:30-14:30 Plenary 5 - The proof is in the pudding...or is it?
Chris Watts, Director of Student Recruitment, Leeds Beckett University and Claire Brown, Director of Marketing, University of Liverpool
Higher education is a results driven business - for students, for the university, and for the marketing team - but are results all that matter, or do we need to show how we got there and the contribution that we made? This session will explore key questions about: the measurement of success; self-evaluation; the importance of ROI; and identifying and using appropriate metrics. Use your data to influence attitudes within your institution and how this can drive change.

14:30-15:00 Refreshment and networking break

15:00-16:30 Plenary 6 - Strategic marketing planning, market research and the 49th Prime Minister
Richard Taylor, Chief Operating Officer, Loughborough University
"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? And what has any of this to do with the 49th Prime Minister? 

16:30-17:00 Tutor groups

  • Tricia King
  • Peter Slee
  • Claire Brown
  • Chris Watts
  • Rachel Sandison
  • Tracey Lancaster

17:00-18:00 Free time

18:00 Group activity - Ghost walking tour of York

19:30 Dinner
Guest speaker: TBC

Thursday 1 February 2018

09:00-10:00 Plenary 7 - The price is right: pricing strategies in higher education
Richard Taylor, Chief Operating Officer, Loughborough University
How should higher education institutions set tuition fee levels in a changing and increasingly competitive world? This session will explore the marketing concepts of price, market research techniques for price setting and examines current practice. All combined with the pizzazz and glamour of one of the world's favourite game shows. So come on down to this session, the price is right.

10:00-10:30 Refreshment and networking break

10:30-11:30 Plenary 8 - Strategic Marketing in a Digital Age
Rachel Sandison, Director Marketing, Recruitment and International, University of Glasgow
In an increasingly competitive market place it's critical that marketeers develop a communications strategy that meets strategic objectives for recruitment and wider stakeholder engagement. This session explores who we communicate with, what we say, when we say it and what platforms should be used to maximise impact and effectiveness. Digital communications have revolutionised content creation and dissemination but is this all we need and what comes next? 

11:30-13:00 Elective workshop sessions - Content and choices to be determined by delegates during conference

13:00-14:00 Lunch

14:00-15:00 Tutor groups

  • Tricia King
  • Peter Slee
  • Claire Brown
  • Chris Watts
  • Rachel Sandison
  • Tracey Lancaster

15:00-15:45 Lessons learned
Led by Peter Slee, Vice-Chancellor, Leeds Beckett University

15:45-16:45 Plenary 9 - The real 4 Ps of HE marketing: power, politics, permission and persuasion
Tricia King, Vice President Global Engagement, Council for Advancement and Support of Education
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.

16:45 Institute close and departure


CASE Europe reserves the right to amend the programme at any time