Distinctiveness and branding in higher education: setting your institution apart
A Guardian Professional half-day seminar.
No matter how good the student experience, research or overall profile, higher education institutions will struggle in the marketplace unless they stand out from competitors and make sense to stakeholders. The Guardian's half-day seminar in partnership with the Leadership Foundation for Higher Education will explore what it takes to develop and maintain an effective and distinctive brand which attracts students, staff and funders. Seminar participants will hear from experts, examine case studies and have the opportunity to ask questions and network with peers.
Benefits of attending:
- Understand key features of branding particular to higher education
- Explore how stakeholders perceive distinctiveness
- Gain insight into the relationship between distinctiveness and market positioning
- Learn strategies for developing stakeholder engagement with brand management
- Discuss best practice for developing your business model
Who should attend?
- Pro vice-chancellors
- Directors of marketing
- Key strategic staff developing brand awareness
Richard Taylor is Director for the Division of Corporate Affairs and Planning at the University of Leicester and a member of the University's senior management team. He leads an integrated team covering press and PR, student recruitment, widening participation, admissions, international operations, market research, development & alumni relations and corporate communications.
Prior to arriving at Leicester in 2003 Richard was Head of Marketing at the University of Durham where he was lead contact on the successful marketing benchmarking and evaluation project Maximize which was funded by higher education. He is currently lead for a higher education Leadership, Governance & Management project, HELIX, which is developing an evaluation and benchmarking system for internal communications in higher education. The University of Leicester won the Marketing Initiative of the Year award at the 2007 THES awards.
Lorna is a director of communications agency Kindred. Lorna has over 12 years of media and branding experience, specializing in HE and schools education. She works with Universities UK on "Universities Week" and with CASE Europe on philanthropic giving to UK universities. She has also worked with Aimhigher, the former Department for Children, Schools and Families and for the Department for Business, Innovation and Skills. Lorna is a Member of the Chartered Institute of Public Relations and of the Public Relations Consultancy Association. She has a degree in modern languages from Oxford University.
Professor Julian Beer
Professor Julian Beer is Pro Vice – Chancellor and the Director of Research and Enterprise at the University of Plymouth. He joined the University in 1999 having previously worked in the private sector; he has extensive experience in public policy and knowledge transfer and enterprise activities while working at the higher education, public and private sector interface. His current role includes developing and advising on strategy, direction and policy related to Knowledge Transfer and Enterprise linked to the research and teaching base in the University. Julian is a member of the Office for the Vice – Chancellor; Chief Executive Group and Senior Leadership Team. Julian has led and managed numerous large scale corporate and sector wide initiatives for the University.
Dr Rebekah Southern
Dr Rebekah Southern is Deputy Director of Research and Enterprise at the University of Plymouth. In this role she has responsibility for three key areas of activity: research development and support; professional development and events; and, the University’s Socio-economic Research and Intelligence Observatory (SERIO). Rebekah was the co-founder and former Director of SERIO where she secured and managed in excess of 50 externally funded projects through to successful completion for a range of local, regional and national organisations. With a postgraduate certificate in Research Methods and a PhD in Community Regeneration, Rebekah has extensive expertise in applied research and is responsible for the day-to-day delivery of the LGM project.
Wendy Berliner is Head of Education for Guardian Business and Professional, the media services arm of Guardian News and Media. An award winning educational journalist, Wendy is a former education correspondent of The Guardian, education features editor of The Independent and editor of the Times Educational Supplement. Wendy rejoined Guardian News and Media in March this year after two years spent in Dubai as a director of GEMS Education, where she developed a parental engagement programme for the world’s largest group of international schools.
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