This programme is designed and run on behalf of the Education UK Partnership by the Chartered Institute of Marketing (CIM). It provides a fast track and cost effective route for staff at Partnership member institutions in the international education marketing business to a professional marketing qualification.

Successful completion of the 'International Marketing Programme', including the submission of four assignments, will lead to the Chartered Institute of Marketing's Professional Diploma in Marketing, an internationally recognised marketing award.

Course directors
The course directors are Professor Colin Gilligan and Juanita Cockton, who we are pleased to welcome to the CIM Diploma programme for the Education UK Partnership.

Professor Colin Gilligan
Professor Gilligan is author of The Gilligan Report: A Study of International Marketing Practice, which evaluated the marketing know-how among international office staff in UK institutions and British Council staff around the world, and a contributor to pivotal UK strategy documents such as Vision 2020, Forecasting international student mobility – A UK perspective and Education UK: Positioning for Success.

Juanita Cockton
Juanita runs her own business, working with companies that are developing business and marketing plans and designing and implementing programmes to change organisational culture, and started her career in the manufacturing and printing industries – where her knowledge and experience of marketing was acquired – before moving into training and consultancy.

She is a member of and Senior Examiner for The Chartered Institute of Marketing and Course Director on the Senior Management Intensive Postgraduate Diploma Course. She is also a visiting lecturer at Cranfield School of Management and Manchester Business School. Her educational development work includes writing education and training materials for the CIM. Juanita is also a member of, and Course Tutor and Consultant for, The Chartered Institute of Personnel and Development, involving development and delivery of courses and in-company development programmes. Her publications include Effective Management for Marketing (FT Knowledge, Cockton) and Strategic Marketing Management: Analysis and Decision (BPP; Cockton and Hatton).

Who is this course for?
This programme is intended for those with a minimum of 12 months working experience in international education marketing and / or student recruitment who meet the following entry criteria stipulated by CIM:

			CIM Certificate in Marketing / CIM Certificate in Marketing Management Practice / CIM Professional Certificate in Marketing
			A Bachelor or Postgraduate degree
			EdExcel (BTEC) Higher National Certificate / Diploma in any subject (UK)
			NVQ or SVQ Level 3 in Marketing (UK) or NVQ or SVQ Level 4 in any other subject (UK)
			Other appropriate qualifications approved by CIM
			Three years’ work experience in a marketing practitioner role

Candidates must be able to commit to attending all the taught modules of the programme in sequence and within the year, and to submitting all the assignments within the deadlines.

Why should you take part?
The International Marketing Programme is designed to provide you with:

			a clear understanding of the global international education market and the ways in which it is changing;
			the implications of these changes for the UK education sector;
			a framework for evaluating your institution's current approach to international marketing and student recruitment;
			an understanding of the approaches that can be used to research markets;
			the tools for developing – and implementing – a clear and effective approach to recruiting students in the international marketplace;
			a clear agenda for moving ahead;
			the opportunity to share experiences and knowledge with other practitioners within the education sector.

When and where does it take place?
The programme is held at the British Council office in Manchester for four months, with one taught module delivered each month.

Participants will need to stay in Manchester during the taught modules and the British Council will arrange nearby bed and breakfast accommodation in a hotel.

The 2009 programme will take place between January and April 2009. The dates of each of the modules are as follows:

			Module 1:		5 to 7 January 2009
			Module 2:		2 to 4 February 2009
			Module 3:		2 to 4 March 2009
			Module 4:		6 to 8 April 2009

Four assignments should be completed by participants after the modules and submitted between May and December 2009.

What will the programme cover?
Module 1: Developing an international strategy
This module has been designed specifically to provide you with a clear understanding of the issues associated with the development of an international strategy for an educational institution.

You will focus on:

			the ways in which the global international education market is changing
			how to use market research and intelligence to understand the market
			setting international objectives and deciding upon market priorities
			influencing patterns of student choice: perceptions of countries and institutions
			the fundamental importance of managing the student decision-making process proactively: approaches to auditing your institution's current processes
			market mapping: how to come to terms with the principle strengths and weaknesses, both of your institution and your international competitors
			approaches to cost-effective monitoring and researching of overseas markets: the identification and evaluation of current and future market opportunities
			coming to terms with your institution's international capabilities: how to link capability and opportunity
			the development of a meaningful, and sustainable, competitive position: the identification of strong selling points and important points of difference

Module 2: Planning for the international market
This module is designed to build upon the material developed in the first module. It will focus on some of the issues associated with the development of an effective international organisational structure and culture, including developing action plans for your institution.

You will focus on:

			the characteristics of highly focused and effective strategic and tactical international action plans
			approaches to researching markets
			setting short- and long-term targets designed to exploit opportunities
			developing international cultures: how to heighten institution market focus through clearer structures and new skills
			managing the international marketing mix
			approaches to customer and competitor analysis
			how to manage the student experience more effectively
			utilising alumni effectively

Modules 3 and 4: Developing, refining and implementing the international plan
These modules, separated by a month, will take your action planning a step further. The modules will concentrate upon issues of implementation and how an organisation's marketing effort might be refocused and leveraged to develop and exploit emerging market opportunities. Particular attention will be given to the development and management of long-term relationships in target markets.

You will focus on:

			getting back to basics: re-evaluating and re-thinking the approach to marketing with a view to leveraging the strategy for even greater impact
			coming to terms with the market's real critical success factors: how to reflect these by developing the core competencies that give advantage in the market
			developing and managing relationships within overseas markets: approaches to identifying worthwhile partners
			the legal implications of operating internationally
			managing relationships within your institution
			creating value throughout the value chain
			the development of an integrated communications plan
			approaches to refining the offer by managing life cycles and developing new products
			the real drivers of implementation: how to manage and leverage these for maximum impact for the development of a 'can do' international culture

Fees
The fees for the 2009 programme are GBP 3,900 + VAT for all four modules. This cost is subsidised by the Education UK Partnership and includes:

			course materials – text books, case studies and module materials
			affiliated CIM membership for 2009
			accommodation (bed and breakfast only)
			lunch

The cost does not include travel, evening meals or personal expenses and these are the responsibility of the participating institution.

A ten per cent discount is available to institutions that have previously sent members of staff on the programme.

Payment method
Institutions will be invoiced for the full cost of training for the 2009 programme at the end of January 2009. Terms of payment are within 30 days of the invoice date. Applicants will be invoiced for all additional items ordered. Payment for additional items will be required 30 days after receipt of invoice. In accordance with Organiser audit procedures, reminder letters will be issued for all outstanding invoices over 45 days. Until all invoices are cleared, a block will be placed on the Applicants’s account. Further applications to participate in education exhibitions and other organised programmes of activity cannot be accepted until all outstanding invoices have been paid.

Cancellation
The following cancellation charges will apply for the 2009 programme:

			50 per cent of the full participation cost on or after 31 October 2008
			100 per cent of the full participation cost on or after 24 November 2008

Notice of withdrawal must be supplied in writing. If faxed, it should be followed by the original copy being sent by post.

If the nominated delegate is unable to attend, a replacement delegate from the same institution will be accepted at any time, up until the start of the programme, as long as the same criteria is met and the line manager gives their consent.

How to apply
The 2009 International Marketing Programme is now closed for applications.

Please note that this programme is exclusive to members of the Partnership.

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