Learning Objective: Understand the challenges facing Marketing and Communications colleagues within the sector as well and introduce the concept of integrated advancement teams.

In this plenary session on AI and Generative AI we will explore the transformative potential and practical applications within marketing and communications in Higher Education. Focusing on broadening your understanding of AI and Generative AI capabilities, we will highlight specific use cases that illustrate the application of AI, and key risks that should be considered in implementation. Through ideation and sharing perspectives we will identify where AI could be leveraged in your own institutions. Learning objective: Gain a better understanding and the potential and practical applications for the use of AI in marketing and communications.

This session will explore the power of data. Guiding you through the complexities of the big data landscape and establishing practical ways to use institutional and external data in your day-to-day roles. This will include strategy development and performance evaluation, engaging audiences effectively through CRM, portfolio development and customer experience. Learning objective: Use data and research to guide marketing decisions and develop key metrics to measure success.

This session will outline a university brand and will be supported by a cross section of 5 institutions who will showcase their work. There will be opportunity to through Q&A and the tutorial sessions to further explore the examples. Learning objective: Develop a process to align resources to achieve brand awareness and preference across your institution

Content is king, as the saying goes, but how should it be deployed within universities? This panel of content experts will provide an overview on the theory supporting content development. It will help you to understand the Why?, the Who? and the How? of content strategy, as well as answering the all-important question of what the hell pop-icon Kylie Minogue has to do with all of this. Learning Objective: Identify the elements of an effective, compelling content strategy (or campaign)

Does institutional reputation underpin organisational success? Who owns reputation and how can it be lost or won? This session explores the important role reputation plays in the fortunes of an organisation, touching on the theory of reputation management and providing best practice examples from across the sector and beyond. Learning Objective: Explore the role reputation plays in the fortunes of an organisation and examine the theory of reputation management by providing best practice examples from across the sector and beyond.

A chance to hear from our faculty and explore their career experiences, what they wish they knew when they started out and ways in which you could position yourselves within your institutions for success. Learning Objective: Develop an understanding of the competencies needed to influence colleagues and stakeholders.

Whilst many of the examples will come from global HE institutions, some will come from other sectors, notably fashion, sport and popular culture. We'll look at the full spectrum of university marketing and comms whilst considering just where existing and emerging channels will fit in the mix. This session promises to enthuse and inspire, reminding us all what an amazing opportunity the world of HE offers us. Learning Objective: Explore the trends facing HE Marketing and Communications