Electronic or digital marketing used to be at the periphery of education marketing communications, but with the arrival of the 'digital generation' of students, understanding how these students consume, select and purchase education products through the web is now an issue that all education marketers need to understand and embrace.

This workshop will explore the e-marketing process in detail and demonstrate how the lessons of good practice might be applied within your institution and its international effort. The approach that will be taken during the day will be very pragmatic, with delegates being required to work in syndicate groups. In preparing for the workshop, delegates will be expected to think in some detail about the following areas:

			the approach to e-marketing that currently exists within the institution
			the strengths and weaknesses of the approach
			whether e-marketing is really taken seriously
			who or which team within the organization has the responsibility for e-marketing
			what is done with e-marketing to make it effective
			the nature of any e-marketing problems that are being faced.

Who is this workshop for?
Staff in independent schools, further education and higher education with responsibility for recruitment and / or staff who are expected to contribute to their institution’s e-marketing efforts. Technical knowledge is not expected.

Workshop objectives
The objectives of the workshop are to provide delegates with an opportunity to:

			understand better who the new web-enabled student is and how to engage them
			have an understanding of a full range of e-marketing techniques
			be given some key recommendations to improve their organization’s e-marketing activities
			have an idea of future developments in this field.

Workshop outline
This is a full day workshop in which we will examine:

			digital marketing – why this is important / what is the big deal
			understanding the digital native
			why your website and all it involves is your ultimate marketing machine
			what makes a good website / website assessment (best practice HE websites)
			developing your on-line brand positioning and content
			killer content – how to attract and engage your visitors
			writing a brief for web-based film content
			using search engine marketing (SEM) to generate interest in your institution
			the importance of the social web
			key recommendations for your organization
			what the future holds.

Workshop director
Chris Price
Chris is the Chief Information and Marketing Officer for the UK’s largest UK owned and managed student recruitment agency PFL Group International Ltd (also known as Preparation for life). A former Director of MJD Consultancy, a full service advertising agency specializing in advertising management and technology for marketing communications and recruitment to the education sector. He has 18 years education marketing experience much of which was working for UK based HEIs as the former Director or Marketing at the Navitas College at Brunel University and the former Head of the International Offices at the University of Westminster and Thames Valley University; domestic marketing experience as the marketing manager at the University of North London (now London Metropolitan University). Chris has an in depth knowledge of international and domestic education marketing including products, services and companies; wide experience of education marketing training and development Including running the EAIE’s management training programmes for junior international officers, strategic marketing, digital marketing and working with agents; and has presented on various subjects, including e-marketing at several conferences, most recently at EAIE annual conferences in Nantes, Madrid, Trondheim, Vienna, Krakow and Basel, DAAD / CHE International Officers conference and the Spanish rectors conference.

He is also:

			A Fellow of the Chartered Institute of Marketing
			Elected board member of the European Association of International Education (Professional Section for Marketing and Recruitment)
			Winner of the Queen's Award for Enterprise in the International Category whilst Head of the International Office at University of Westminster.

Applications
This workshop is now closed for recruitment, if you are interested in participating in furture workshops please send an email to EducationUK.Training@Britishcouncil.org and we will keep your name on file for when the next workshop opens.

All applications are subject to the terms and conditions for our training and development events, which include the eligibility and selection criteria and cancellation policy.

For more information about this event, please contact the Education UK Training and Development Team.