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International Education Strategy and Marketing

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Pages tagged TRANSNATIONAL EDUCATION

Transnational education toolkit | Blog Entry by Vicky Lewis

The UK’s Higher Education Academy recently (June 2017) published a useful transnational education (TNE) toolkit, prepared by Dr Karen Smith (University of Hertfordshire). It provides a wealth of valuable advice for anyone involved in delivering TNE. While written specifically for the UK context, many of the lessons it shares are transferable. It covers topics such as: the quality assurance and enhancement of TNE the logistics of TNE teaching teaching, learning and assessmen... View Page

Developing Transnational Education Partnerships | Blog Entry by Vicky Lewis

International partnerships have steadily increased in importance for UK HEIs over recent years. Research undertaken a few years ago by Vincenzo Raimo and Charlotte Harrison (published in The Guardian) indicates that ‘development / expansion of international partnerships’ was the most cited priority within UK universities’ international strategies, with 92% of universities considering it a priority. Of course, international partnerships have a range of drivers and come in var... View Page

International Education Hubs (Part 3) | Blog Entry by Vicky Lewis

This is the last in a series of three blog posts looking at the phenomenon of international education hubs – and the implications for UK higher education. The series is based on a session I delivered at the UK-NARIC 2016 Conference in London on 21 November 2016. In my previous blog post, I looked at national motivations for (and approaches to) developing international education hubs. In this one, I focus on the opportunities for UK higher education institutions to engage with partners i... View Page

International Education Hubs (Part 2) | Blog Entry by Vicky Lewis

This is the second in a series of three blog posts looking at the phenomenon of international education hubs – and the implications for UK higher education. The series is based on a session I delivered at the UK-NARIC 2016 Conference in London on 21 November 2016. In my first blog post, I looked at the broad context for the development of international education hubs, what they are and where they can be found. This post focuses on national motivations and approaches (with a couple of ca... View Page

International Education Hubs (Part 1) | Blog Entry by Vicky Lewis

This is the first in a series of three blog posts looking at the phenomenon of international education hubs – and the implications for UK higher education. The series is based on a workshop I delivered at the UK-NARIC 2016 Conference in London on 21 November 2016. In this first post, I look at the broad context for the development of international education hubs, what they are and where they can be found. 2016 is proving to be a turning point year for the UK on many different levels. Do... View Page

Picking a partner for the long term | Blog Entry by Vicky Lewis

After an embarrassingly long gap between blog posts, this one is really just an excuse to get down in writing a few things that have been buzzing round in my head recently. According to an HEGlobal survey, ‘almost all the UK's HE providers plan to grow their TNE [transnational education] delivery in the coming years’. TNE provision based on two-way, collaborative partnerships, built on more equitable relationships, is on the rise (see, for example, this blog post on HEGloba... View Page

New article on embedding marketing in international campus development | Blog Entry by Vicky Lewis

The research project I undertook in late 2014 / early 2015 has resulted in a number of blog posts, comment pieces and a poster for the Going Global conference. For those interested in a slightly more in-depth account of the recommendations generated by interviewing senior staff involved in the marketing of UK university campuses in Malaysia, here's a peer-reviewed journal article on the topic of embedding marketing in international campus development. It was published online in the Tay... View Page

New guest comment piece on HEGlobal website | Blog Entry by Vicky Lewis

Based on the poster I presented at the British Council's Going Global conference in June 2015, I was asked to write a guest comment piece for the UK HE International Unit's HEGlobal website, which stimulates discussion on all aspects of transnational education. I focused on the need for inter-campus collaboration and the sharing of different perspectives and approaches when it comes to the marketing of an international campus. Here's a link to the post. ... View Page

International campus marketing | Blog Entry by Vicky Lewis

If you are interested in investigating some of the issues around international campus development, here is a two-page PDF Information Sheet listing (and with hyperlinks to) useful publications, websites and other resources. The main focus is on the marketing and positioning of international campuses. However the list also includes sources of facts and figures relating to transnational education more generally - and a couple of useful guides (both emanating from the Leadership Foundation for H... View Page

Embedding marketing in international campus development | Blog Entry by Vicky Lewis

I undertook some research in late 2014 / early 2015 (see previous blog post) into the role of marketing in international campus development. The aim of this was to generate some useful (evidence-based) recommendations for HE institutions considering development of an international campus. I’ll be sharing detailed findings elsewhere. In the meantime, here are the key recommendations, broken down by themes (roughly corresponding to consecutive phases in the international campus developmen... View Page

Collaborating across organisational cultures to market your international campus | Blog Entry by Vicky Lewis

Last year I took some informal soundings with staff at UK HEIs. They confirmed a lack of guidance on embedding marketing into international campus development to ensure effective positioning and sustainable student recruitment. Investigating further, I could find no publicly available research or detailed recommendations covering this specific challenge. So I decided to undertake my own research into the role of marketing in international campus development – with the aim of generating ... View Page

'A mission to learn from the world' | Blog Entry by Vicky Lewis

Last year I participated in the seven-week Globalizing Higher Education and Research for the 'Knowledge Economy' MOOC, run jointly by University of Wisconsin-Madison and University of Bristol. It covered a lot of really interesting ground and one element that sticks in my mind is a podcast by Gabriel Hawawini (INSEAD). In this, Hawawini explores rationales for setting up an international campus. He articulates the key to the whole process (of determining whether to establish an intern... View Page

Branch Campus Development - Marketing Expertise Required | Blog Entry by Vicky Lewis

Following on from the webinar I gave in June on The Proper Role of Marketing in Overseas Campus Development (see Resources page of this site), here's a PDF copy of an article of mine (entitled: Branch Campus Development - Marketing expertise required) which has just been published in the Summer 2014 edition of the European Association for International Education's (EAIE) Forum magazine. International branch campuses can succeed or fail depending on whether they enrol enough studen... View Page

EduCity, Malaysia – some challenges to (cost-effective) collaboration | Blog Entry by Vicky Lewis

This post is an adaptation of a submission I made to the Globalizing Higher Education and Research for the 'Knowledge Economy' MOOC that I participated in earlier this year. It draws on my experience of the International Branch Campus of a UK university in EduCity in southern Malaysia (just across the Straits from Singapore). It seeks to highlight some of the challenges which hamper what appears to be a great idea for a more cost-effective and collaborative approach to branch campus d... View Page

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