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The International Higher EducationFaculty MarketingInnovationForum 2013Developing and Implementing Marketing Strategies that Succeed in the Unique and Evolving Operating Environment of Higher Education FacultiesLiquid Learning is delighted to present the International Higher Education Faculty Marketing Innovation Forum 2013 – the premier information, professional development and networking platform to debate and prepare for the unique challenges of marketing faculties in an evolving and increasingly competitive Higher Education sector. 26 & 27 February 2013 Pan Paciﬁc Orchard, SingaporeFEATURED SPEAKERS Professor Tan Eng Chye Deputy President (Academic Affairs) and Two Half-Day Workshops Provost National University of Singapore (NUS) 28 February 2013 Professor Ahmad Shukri Mustapa Kamal Deputy Vice-Chancellor, Academic and International Affairs Universiti Sains Malaysia (USM) EXPLORE Professor Robert Kamei Vice Dean, Education Developing innovative strategies Duke-NUS Graduate Medical School for effective student outreach, Mark Sudbury Director of Communications and Marketing engagement and retention University College London (UCL) Lori Dugdale Director of Communications Evolving use of digital marketing iSchool, University of Washington, United States of America and social media for student- Professor Kam Louie Dean, Faculty of Arts centred marketing The University of Hong Kong Jose Mari S. Magpayo Executive Director of Strategic Engaging in value-creating Communications De La Salle University Manila, Philippines international collaborations and partnerships Professor Supachai Yavaprabhas Dean, Faculty of Political Science Professor, Department of Public Administration Chulalongkorn University, Thailand Building a strong and sustainable University reputation and faculty Deryn Vahl-Meyer Marketing and Communications Manager, Faculty of Science brand University of Melbourne, Australia Professor Dr Ir. Bambang Sugiarto Dean, Faculty of Engineering EARLY BIRD DISCOUNT Book & Pay by 23 November 2012 to receive Universitas Indonesia an additional Value Plus Discount! Ian McKee Chief Executive Ofﬁcer Vocanic Phone: +60 3 2164 9920 Fax: +60 3 2164 9921 Angela Koch Chief Ideas Facilitator Invitro Innovation www.liquidlearning.com.my Khin Ng Founder and Director of Strategy Tangible Professor Rajendra K. Srivastava Provost and Deputy President (Academic Affairs), Professor of Marketing Singapore Management University (SMU) Maria Backlund Marketing and Communications Manager, UNSW Medicine University of New South Wales (UNSW), Australia
Marketing and branding excellence fDay One 26 February 2013 internationalised higher education landscape • Be equipped for challenges in a rapidly changing student 8.30 - 8.55 Registration and Morning Coffee market8.55 - 9.00 Ofﬁcial Welcome and Opening Remarks from Professor Kam Louie Dean, Faculty of Arts the Chair The University of Hong Kong Kam Louie is MB Lee Professor in Humanities and Medicine 9.00 - 9.45 OPENING KEYNOTE and Dean of the Faculty of Arts, Hong Kong University. He Current trends and future directions for the is President of the Hong Kong Academy of the Humanities Asian higher education sector and a Fellow of the Australian Humanities Academy. He has • Recognising opportunities in international education and over 10 books under his name, including ‘Inheriting Tradition: taking full advantage of these Interpretations of the Classical Philosophers in Communist • Innovative strategies to gain a competitive edge China 1949 – 1966’ (Oxford University Press, 1986) and ‘Theorising Chinese Masculinity: Society and Gender in • Developing and implementing new initiatives for China’ (Cambridge University Press, 2002). sustainable performance Professor Tan Eng Chye Deputy President 12.00 - 12.15 Questions and Discussion (Academic Affairs) and Provost National University of Singapore (NUS) 12.15 - 1.15 Networking Lunch Professor Tan Eng Chye oversees the Faculties and Schools 1.15 - 2.00 INTERNATIONAL CASE STUDY at NUS, providing strategic direction and setting academic policies. His responsibilities include admission policies and Effective use of social media and digital processes, educational quality assurance, budget and marketing for student recruitment resource allocation and the development and implementation • Expanding your audience reach through social media and of new educational initiatives. He is responsible for the digital marketing appointment, promotion and tenure process as well as • Implementing a sustainable social media marketing the reward and incentive systems for academic staff. He strategy obtained his Bachelor in Mathematics (First Class Honours) • Leveraging current student social dynamics and at NUS and his PhD at Yale University. networks to increase enrolment9.45 - 10.00 Questions and Discussion Deryn Vahl-Meyer Marketing and Communications Manager, Faculty of Science10.00 - 10.45 CASE STUDY University of Melbourne, Australia Differentiating your school and academic Deryn Vahl-Meyer has over 14 years’ experience working in curriculum from others marketing and communications roles within the University • Understanding your School’s brand identity and speciﬁc (Higher Education) sector in Australia at 3 Universities. She areas of strength has extensive experience in recruitment of students and the effective utilisation of marketing tools and channels. In her • Developing outstanding and innovative curriculum that current role she is responsible for the marketing, recruitment, are unique to the School – The Duke-NUS experience and communications for undergraduate and postgraduate • Evaluating the impact of curriculum and committing to students as well as oversight of the Science Student Centre high-standard, advanced education at The University of Melbourne. Professor Robert Kamei Vice Dean, Education Duke-NUS Graduate Medical School 2.00 - 2.15 Questions and Discussion Prof Robert Kamei served the University of California, San 2.15 - 3.00 CASE STUDY Francisco after several years in primary care pediatric practice at the Children’s Hospital of Philadelphia, University Leveraging brand equity and image for student of Pennsylvania School of Medicine. He was named as recruitment director of pediatric residency training in 1990 and continued • Improving the De La Salle University brand image through in this position until accepting the position at Duke-NUS in extensive media coverage 2006. He was the recipient of a Fulbright Senior Scholar • Speciﬁc use of media tools and technology for engaging Award to provide faculty development for academicians diverse audiences teaching medicine in Indonesia. • Proactive communication strategies for student recruitment and promotion of academic programs10.45 - 11.00 Questions and Discussion • Aligning strategic communications with the University’s long-term goals11.00 - 11.15 Morning Tea Jose Mari S. Magpayo Executive Director of 11.15 - 12.00 INTERNATIONAL CASE STUDY Strategic Communications Building the faculty brand as a top quality De La Salle University Manila, Philippines academic centre In addition to his senior University position Jose is also • Building on the fundamental values of academic the Managing Director and Executive Creative Director of excellence as the core faculty identity Creasia, Inc., a leading provider of corporate media solutions • Gaining a competitive edge for your faculty in an to over 100 corporations in the Philippines and in the Asia- PLUS WORKSHOPS! EARLY BIRD DISCOUNT TWO Separately Bookable, Half-Day Receive SGD 100 off registration if you Workshops on 28 February 2013 register and pay by 23 January 2013
for enhanced student recruitment Su Day Two 27 February 2013 Paciﬁc region. As a Fulbright-Hays Scholar, he earned his Master of Arts in Radio-Television-Film from the University of Texas at Austin. He was named as one of 2006’s Chief 8.30 - 8.55 Morning Coffee Executive Ofﬁcer Excel Awardees by the International Association of Business Communicators (IABC) Philippines. 8.55 - 9.00 Opening Remarks from the Chair 9.00 - 9.45 INTERNATIONAL CASE STUDY (via Video Link) 3.00 - 3.15 Questions and Discussion Effective faculty marketing strategies 3.15 - 3.30 Afternoon Tea – The iSchool, University of Washington’s experience 3.30 - 4.15 INTERACTIVE PANEL DISCUSSION • Promoting the work of faculty to a broad audience Unlocking marketing innovation for heightened • Effective marketing campaigns for student recruitment success • Public relations and endorsement strategies for faculty • Delivering quality education with excellent student marketing services • Utilising student networks for recruitment and retention Lori Dugdale Director of Communications • Achieving resource efﬁciency in faculty marketing iSchool, University of Washington, USA Lori Dugdale’s career includes a 20 year stint in the tech Professor Ahmad Shukri Mustapa Kamal Deputy industry, where she worked in Asia and Australia for Acer Vice-Chancellor, Academic and International Affairs Computer and Latin America for Oracle Corporation. Her Universiti Sains Malaysia (USM) academic tenure includes marketing and communication Deryn Vahl-Meyer Marketing and Communications roles at Antioch University Seattle and the University of Manager, Faculty of Science Washington Information School. She served as associate faculty in the University of Washington’s Master of University of Melbourne, Australia communication in digital media program. Lori received her Jose Mari S. Magpayo Executive Director of M.B.A. in Marketing from University of Oregon. Strategic Communications De La Salle University Manila, Philippines 9.45 - 10.00 Questions and Discussion 4.15 - 4.30 Questions and Discussion 10.00 - 10.45 CASE STUDY 4.30 - 5.15 INTERNATIONAL CASE STUDY (via Video Link) Positioning the University for global education excellence Utilising University marketing and branding at • Promoting and marketing programs for an international the college and faculty level student audience • Building relationships and synergy between central • Creating value for the University through brand marketing and faculty marketing units positioning • Aligning marketing and branding strategies to create • Building a global academic image of USM as a world- value performing university • Balancing between consistency and ﬂexibility in your marketing strategy Professor Ahmad Shukri Mustapa Kamal Deputy Vice-Chancellor, Academic & International Affairs Mark Sudbury Director of Communications and Universiti Sains Malaysia (USM) Marketing Prof. Ahmad Shukri is a radiation physicist by training. University College London (UCL) He has previously served as Dean of the Institute of Mark Sudbury is responsible for developing the proﬁle and Postgraduate Studies, and Dean of the School of Physics reputation of UCL, one of the world’s leading universities. in USM. He graduated with a Ph.D. from the University He runs an integrated team covering media relations, of London in 1986 from work carried out at the Medical web / social media, corporate events, student recruitment College of St. Bartholomew’s Hospital, in London. marketing and international recruitment. Mark joined UCL in 2007 from the UK Government, where he led 10.45 – 11.00 Questions and Discussion communications for major legislation that introduced a ban on smoking in public places. He was previously Head of 11.00 – 11.15 Morning Tea Public Affairs at the Football Association. 11.15 – 12.00 INTERNATIONAL CASE STUDY (via Video Link) 5.15 - 5.30 Questions and Discussion Engaging key stakeholders – The UNSW Medicine experience 5.30 Concluding Remarks from the Chair • Identifying your key stakeholders and ways to engage 5.30 - 6.30 Networking Reception with them • Using traditional and new media for effective engagement SUPER SAVER DISCOUNT VALUE PLUS DISCOUNT Receive SGD 200 off registration if you Receive SGD 300 off registration if you register and pay by 21 December 2012 register and pay by 23 November 2012
uccessful faculty marketing in a competitive higher education sector • Deliver marketing ROI (Return on Investment) 3.30 - 4.15 EXPERT COMMENTARY Maria Backlund Marketing and Communications Brand purpose: What makes world-class Manager, UNSW Medicine universities • Going beyond education excellence to create brand University of New South Wales (UNSW) purpose 12.00 - 12.15 Questions and Discussion • Inventing experiences that become the culture of the University 12.15 - 1.15 Networking Lunch • Engaging University stakeholders in a long-term relationship 1.15 – 2.00 CASE STUDY Angela Koch Chief Ideas Facilitator Effective marketing strategies for regional Invitro Innovation faculty outreach and growth Angela was a Global Planner with the most creatively awarded • Strengthening the faculty’s capacity to respond to agency in South Africa, TBWA Hunt Lascaris, before joining regional student needs M&C Saatchi in Singapore. Whilst at M&C Saatchi she set up the brand consultancy The Distillery and led several brand • Improving linkages and networks with Universities and and product innovation projects including the Celcom and learning institutes in the region for greater outreach TM Touch brand merger, Zuji.com, Asia Paciﬁc Breweries and • Effective marketing strategies for international programs Coca-Cola. She also spent over 2 years in Hong Kong as Lead Professor Supachai Yavaprabhas Dean, Faculty of Strategist with Leo Burnett. Angela is driven to awaken the Political Science creative and innovation potential of people in companies across Professor, Department of Public Administration Asia. Chulalongkorn University, Thailand Professor Supachai Yavaprabhas, Ph.D. was previously 4.15 - 4.30 Questions and Discussion Director of SEAMEO Regional Centre for Higher Education 4.30 Concluding Remarks from the Chair and Development (RIHED) for four years and was also and Forum Close Executive Director of the ASEAN University Network for seven years. His teaching experiences include the areas of public policy and policy analysis, research methodology and data analysis and human resource planning. He received the Outstanding National Researcher (Political Science and Public Administration) Award from the Ofﬁce of the National Research Council of Thailand in 2005. 2.00 - 2.15 Questions and Discussion 2.15 - 3.00 CASE STUDY Increasing student enrolment through international collaboration and partnerships • Leveraging faculty brand image and prestige through international partnerships • Upgrading the faculty’s standards of excellence with international twinning programs • Tapping into the advantages of partnerships to deliver quality global education for students Professor Dr Ir. Bambang Sugiarto Dean, Faculty of Engineering Universitas Indonesia WHO WILL ATTEND Prof. Dr. Ir. Bambang Sugiarto (M.Eng) started his teaching Professionals in Higher Education Faculty Marketing Management career in 1986 and is currently a Professor in the Department including: of Mechanical Engineering. His interest lies in engine combustion, biofuels, bio-additive and bio-gasoline. His work has been published in various journals and he has • Chief Marketing Ofﬁcer • Dean / School / Faculty presented in national and international conferences. He • Marketing and Head has a Bachelor’s degree in Mechanical Engineering from Communications Director • Student Outreach and Universitas Indonesia, and Master’s and PhD in Mechanical Engineering from Hokkaido University, Japan. • Faculty Marketing Manager / Recruitment Coordinator • External Outreach and 3.00 - 3.15 Questions and Discussion • Branding Engagement 3.15 - 3.30 Afternoon Tea • Digital Marketing / • International Affairs and Communications and Social Engagement Media • Alumni Relations Phone: +60 3 2164 9920 Fax: +60 3 2164 9921 www.liquidlearning.com.my
Workshops 28 February 2013 9.00 - 12.30WORKSHOP A Creating a distinctive and cohesive university brand In today’s fast-evolving marketplace where opportunities to acquire knowledge are aplenty, Universities need to position themselves in a compelling and relevant manner to stay at the cutting edge. It is important to look at the fundamentals of how Universities deﬁne their educational promise and ensuring a comprehensive delivery through communications, people, educational offerings, as well as campus facilities and technologies that make up the University experience as a whole. In this workshop, Khin Ng from Tangible, a leading SE Asian brand consultancy based in Singapore, will share brand examples and the process for creating a credible University brand for today’s market. He will focus on: • Rethinking and realigning the University’s education offering with tomorrow’s world • Positioning the University brand to appeal to the mind and the heart • Using brand promise to create a cohesive and tangible University experience across multiple touch-points • Emphasising the role of people in bringing your brand to life • Monitoring the ‘health’ of your brand Expert Facilitator: Khin Ng Founder and Director of Strategy Tangible Khin co-founded Tangible and has over 15 years in management consulting and branding. He has been closely linking brand and business strategy in Tangible’s approach to branding, where he develops compelling brand promise and delivers it comprehensively through communications, people, products / services and channel experience. Through a highly collaborative process, Tangible’s projects immerse clients in the creation, ownership and implementation of recommendations that deliver lasting organisation, business and mind-set change. Prior to Tangible, Khin led branding projects at FutureBrand and Interbrand, and was part of the Boston Consulting Group. 12.30 - 1.30 NETWORKING LUNCH 1.30 - 5.00WORKSHOP B Developing and evolving an interactive marketing strategy Digital and social media provide great tools for Higher Education institutions to reach and engage with audiences in new and exciting ways. In order to be effective, strategies need to remain grounded in principles of the power of word of mouth and relationship based marketing – and how emerging technologies can facilitate this. Combining experiences of developing and delivering marketing solutions and campaigns via social media and word of mouth marketing, Ian will help you develop the understanding to implement and / or improve digital marketing campaigns for your faculty in order to become relevant, ﬂexible and agile enough to adapt to rapid changes in the operating environment. Explore: • How the way we connect with people changes the way that we need to market • Making marketing relevant and credible to international and domestic students at both undergraduate and postgraduate level • Exploring options available to your faculty for digital marketing • Assessing the strengths, costs, risks and opportunities associated with different digital marketing channels • Assessing the effectiveness of your marketing campaign • The value of informal interaction and feedback for shaping strategies Expert Facilitator: Ian McKee Chief Executive Ofﬁcer Vocanic In addition to his role as CEO Ian is also Chief Strategist for Vocanic, Asia’s largest Social Media and Word of Mouth Marketing agency with ofﬁces in Singapore, Malaysia and Hong Kong. Vocanic helps brands develop and execute strategies for them to participate in Social Media and harness the power of personal recommendation. Vocanic had worked for brands such as StarHub, Symantec (Norton), Nokia (CWM), Blackberry (Bold), Motorola (Milestone), Microsoft (Xbox), Pﬁzer (Wyeth), DiGi and others. Ian has called Singapore home for 13 years.ABOUT THE EVENTWith the internationalisation of higher education, greater student mobility and the backdrop of funding reform resulting in less certainty over revenue for many institutions, the global Higher Education sector is evolving rapidly and operating in an increasingly competitive and complex landscape. Prospective students have an ever increasing suite of options at their disposal and it is increasingly important for Universities to distinguish themselves from their competitors. In the international environment in which academic institutions now operate, it is essential to leverage communities and digital channels to reach a global audience in a cost effective and timely manner.Within this context, the crucial role of marketing at the level of faculties and schools is often overlooked and underestimated. Liquid Learning is delighted to present the Faculty Marketing Innovation Forum 2013. This interactive, case study-driven conference will provide delegates with a range of unique perspectives on how faculties, colleges and schools across the region position themselves to both leverage and contribute to their University’s branding and marketing strategies. These international case studies will be supported by expert commentaries providing the hands-on tools required to ensure that your Institution’s messages cut through the clutter and are effectively reaching their target audience in an increasingly crowded market. SPONSOR TODAY! Limited sponsorship and exhibition opportunities available. For your chance to brand yourself as a market leader, please call: +60 3 2164 9920 or email: email@example.com