Promotion and marketing strategy of the
Erasmus Mundus Master Course in
Sustainable Forest and Nature Management
(SUFONAMA)
Bangor, UK
Bangor, UK Göttingen, D
Joint summer
Göttingen, D Copenhagen, DK
school
Copenhagen, DK Padova, I
Alnarp, S
Application Statistics
Survey - distribution by source of information
Where did students hear about the MSc course ?
- 2009 data
1_Via the SUFONAMA website
2_Contact with a partner university (Bangor,
Copenhagen, Göttingen, Padova, SLU)
34; 7%
3_Via advertisements in magazine/newspaper
88; 17%
4_Via educational exhibition/market
5_Via Google ads
275; 55% 6_Other; please specify
71; 14%
1; 0% N/A
5; 1%
32; 6%
Application Statistics
Regional Distribution 2009
Europe
Armenia 1
Moldova 1 Asia
Russia 11 Bangladesh 58
North America Serbia 4
Canada 4 Bhutan 3
Total 17 Cambodia 1
USA 3
Total 7 China 23
India 22
Indonesia 10
Africa Iran 5
Angola 1 Laos 1
Botswana 1 Myanmar 3
Cameroon 24 Nepal 52
South America Eritrea 6
Argentina 2 Pakistan 18
Ethiopia 132 Philippines 4
Brazil 3 Ghana 27
Bolivia 2 Taiwan 1
Kenya 5 Vietnam 3
Chile 1 Malawi 7
Colombia 1 Total 204
Nigeria 19
Ecuador 1 South Africa 1
Guyana 1 Tanzania 27
Mexico 2 Uganda 12
Venezuela 1 Zambia 2
Total 14 Zimbabwe 2
Total 266
Total: 508 applications
Marketing Strategy Process
Insight & Innovation Strategy & Concept Initiation &
Implementation
1
• What are our short-term and
Clarification
long-term goals ? Internal & external 6
• Which initiatives do we take at • Which goals and acitivities do implementation
the moment ? • Marketing manual
we want to prioritise ?
• Which comm. channels do we • What are the main messages • Best practice examples on
use ? 2 of the Masters Course ? student recruitment,
• Applicants are from which cooperation with
countries /universities ? Involvement Strategy industry/sponsors
• Which competences do we The ’Tool’ box • Fairs
• Workshops
want to marketise ? • Which marketing tools should • Conferences
• How do we evaluate the
• Digital involvement 4 we use ? • Email
marketing strategy ? • Partner institutions 3 • What is the responsibility of • Leaflets, Newsletters
each partner institution ? • Teacher and students
Analysis • Ambassadeurs • How do we maintaint • Alliances with external
• What is the strategy ? committment ?
Platform and concept universities
• How do we differentiate ? • Google campaigns etc
• What are the expectation of • What is the link between
students and graduates ? what the Course wants to 7 Monitoring
• Hvordan kan vi måle på
signal and how the course is • Which indicators tiltag?
effekten af vores are
• Cross-institutional analysis of important in following
perceived ? • Hvordan kan vi
existing marketing strategies the effectiveness of
dokumentere vores our
and results campaign ?
innovationsevne?
• How do we respond ?
Monitoring your campaign
Communication Strategy
Before the MSc course Alumni: Where do they go ? After the MSc course
..tracer studies
Desire: Action: ..EMA, SUFONAMA
..interest ->
Interest: ..students apply Promoters
..explain want this education ..ambassadeurs
..maintain their desire
..appetizers ..evaluators
Preparation:
..supply students with practical support
..identity ..academic tutoring
Awareness:
..where to study
Signaling
Encouragement:
..excellence
Finalisation: ..frequent communication
..profile promote carreer
Campaigns tracks
..Google
During the MSc course
..emailing
Promoters
..ambassadeurs
..evaluators Creating an
identity:
During the MSc course ..establishing the identity
Individual learning ..e-communities
..indiv. study plans ..social events/integration
..integration in research
Mobilise the Students
Marketing Manual
PART 1 PART 2
• Overview of key • Lists of marketing
marketing tools tasks for the
• Overview of annual SUFONAMA
activities Secretariat
• List of marketing
tasks for each
consortium partner
PART 4 PART 3
• EU marketing and • Sufonama marketing
funding opportunities material links
• Standard sponsorship • Leaflets
agreements • Posters
• Best practice examples • Calls for applications
on contracts • Articles in scientific and
popular magazines
• Advertisements
• Overview of
campaigns