International Marketing Conference

International Marketing Conference

7th International Conference on Higher Education Marketing, 28-30 March, Nicosia, Cyprus

CIM is a proud Co-Organiser for the above event.

The confluence of changes faced by higher education institutions has led to government engagement in higher education with a view to seeking wider and deeper participation of citizens in skills development directly aligned with economic achievement targets (Organisation for Economic Co-operation and Development, OECD, 2008). State-supported institutions are expected to achieve these aims whilst concentrating on greater efficiencies and improvements in the quality of provision in the context of significant increases in competitiveness. The policy shift is, in part, a reposition of higher education from a public to private good that will reduce public spending. This in turn has led managers of higher education institutions to focus on ways to realign or rebalance scholarly activity with the consumerist production of student learning opportunities. The embracing of a consumer ethos and the marketing associated with it drive the new character of higher education institutions: universities become market-driven as they strive to meet the needs and wants of their target market. This shift of emphasis draws attention to marketing as a core technique to drive student recruitment, institutional positions and student experience.

This conference could not be more timely. Fees and private provision are increasing in their level and intensity, and stakeholders need to have their voice heard in the Administrative corner of all institutions. This conference provides the forum for a discourse concerned with Marketing of higher education and is a must for marketing practitioners and academics with an interest in higher education.

Held in the beautiful island of Cyprus, this annual conference expects to provide the ideal location for debate, conversation and scholarly activity.

Keynote speakers:

1. Dr. Anthony Lowrie
Before taking up a post as Associate Professor of Marketing at Minnesota State University, USA, Dr. Anthony Lowrie was an ESRC research fellow at the Judge School of Business, Cambridge University where he had previously undertaken a PhD in the subject area of marketing higher education. He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools and research networks. He is co-editor of the Journal of Marketing for Higher Education with Jane Hemsley-Brown, founding chair of the American Marketing Association (AMA) special interest group on Marketing for Higher Education and Professor of Marketing at Minnesota State University. He is also a visiting reader at the University of Surrey, Guildford, England.

2. Dr. Jane Hemsley-Brown
Dr Jane Hemsley-Brown is the Associate Dean (International) and a Reader in Marketing at the University of Surrey Business School, Guildford, UK, and is one of the founder members of ICHEM. Jane is the author of over 70 papers and articles on decision-making, and choice in education markets and management decision-making, including the book Choosing Futures, Young People’s Decision-Making in Education, Training and Careers Markets, co-authored with Professor Nick Foskett. Jane is also co-editor of the Journal of Marketing for Higher Education with Professor Anthony Lowrie of Minnesota State University, Moorhead, US. Prior to working at Surrey Business School, Jane worked in the School of Education, at the University of Southampton, UK as a Senior Researcher and Lecturer; and as a Principal Researcher with the National Foundation for Educational Research (NFER) Slough, UK. Her joint paper “Universities in a competitive global marketplace: a systematic review of the literature on higher education marketing” with Dr Izhar Oplatka (University of Tel Aviv, Israel) is among the journal’s top most-downloaded papers.

First call for papers is due 29th January 2012.

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