The Erasmus Mundus Global Promotion Project Action 4 co-ordinators meeting 29 February 2008 William Aitchison DG EAC - European Commission

The Erasmus Mundus Global Promotion Project

Action 4 co-ordinators meeting29 February 2008

William Aitchison DG EAC - European Commission

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EM Global Promotion Project

Aims of Erasmus Mundus

• Promote European quality offer in higher education

• Encourage incoming mobility of third-country graduate students and scholars

• Foster structured co-operation with third-country higher education institutions

• Improve profile, visibility and accessibility of European higher education in the world

WHY A GLOBAL PROMOTION PROJECT?

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Definitions

• Timeline: 2007-2009

• “Erasmus Mundus” Global Promotion Project

• “Europe” (EU, EFTA, candidate countries…)

• Target audiences (students/student bodies + secondary audiences – HEIs, parents, employers…)


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• A growing market

• Perceptions of European Higher Education

• A common approach


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• Number of internationally mobile students seeking an education abroad continues to rise - 1.8 million in 2001 2.5 million in 2004 and a projected 7.2 million in 2025

• Recent research shows potential for Europe to increase its share of this market (EURODATA)

• Essential to boost interaction between European universities and partners in rest of world (Lisbon objectives)

A GROWING MARKET

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• “Perceptions of European HE in Third Countries” Study

• Europe in general is too little-known as a study destination among third-country students (fragmented, confusing, too culturally and linguistically diverse)

• Too “traditional”

• US is widely regarded as offering the “best quality” education, although Europe also scores highly

PERCEPTIONS OF EUROPEAN HE

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Asian students ranked the US above Europe in:

• Quality of facilities • Quality of education • Most “prestigious” universities • Reputation of degrees • Chances of getting a job and staying on after

graduation • Work opportunities during studies


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Key strengths of European HE

• Quality of education

• Traditional and innovative

• Internationally compatible degrees (Bologna)


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Also

• Diversity (unique opportunities)

• Safety/Accessibility

• Affordability (“Value for money”)


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• Creation of a clear European identity

• Build upon perceived strengths and correct misperceptions

• European “umbrella” brand, based on elements common to all European countries but allowing for tailor-made campaigns

A COMMON APPROACH

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NOT

• Duplicating national promotion efforts (“Study in Europe” is a “window” onto European HE)

• Attempting to cover whole of EHEA

• Promoting individual HEIs or courses

A COMMON APPROACH

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• Overall objectives: help make European HE more easily accessible, enhancing its profile and visibility across the world; contribute to European competitiveness and promotion of international/intercultural understanding.

• Specific objectives: improve availability/accessibility of information on studying in Europe and advantages of doing so; enhance professional capacity of European HE to promote itself proactively as a place of study.

GPP - OBJECTIVES

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• Lot 1: Develop European “brand” and website

• Lot 2: Innovative services for international study

• Lot 3: Improve HE marketing techniques• Lot 4: Events to promote European HE• Lot 5: Media campaign/information

materials

GPP – 5 INTERRELATED STRANDS (LOTS)

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• Development of European HE “brand” – logo + key messages (stakeholder workshops held in April 2007; brand will be publicised via Lot 5)

• Creation of “Study in Europe” website (32 countries - will be available in Chinese, English, French, Portuguese, Russian and Spanish + integrated with PLOTEUS search engine)

GPP - LOT 1

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• Feasibility study on online information service (call centre) for those seeking information on European HE

• Analysis of existing networks of promoters/national information offices in HE, recommendations for possible European network + pilot project in Mexico (2008-2009)

• Analysis of current trends in transnational education (offshore courses and campuses, online learning) + conference in May 2008

GPP – LOT 2

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• Development of toolkit (guidelines, code of good practice)

• Workshops in January and April 2008 for national HE promoters and individual higher education institutions

• Advice on effective marketing and branding, campaigns, key messages about European HE, getting the most out of fairs, using agents, building a database of contacts, handling the press and media

GPP – LOT 3

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• Organisation of European HE fairs in Moscow (13-15 November 2008) and Sao Paulo (March 2009)

• Accompanying promotional campaigns will allow for trialling of GPP products

• Compatibility with EHEFs in Asia

GPP – LOT 4

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• Development of media strategy using “Study in Europe” brand

• Trial media campaign around the EHEF in Brazil

• Development of a set of information products

GPP – LOT 5

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• GPP Communications Forum

• Promotional Skills Workshop on 17-18 April – exchange experience and ideas

• “Brand” participation (e.g. Fairs, thematic promotion, publicity materials)

INVOLVEMENT OF EM CO-ORDINATORS

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Regional promotion projects

• BalticStudyNet, Barents Education Network, Go North!

Subject/theme-related promotion projects

• AMEU, CBP3, E4DCs, ENHSA, EXAMPLE, ISEKI MUNDUS, LE:NOTRE, Mundus Musicalis, PENTA, SDPROMO

Networks of European HE promoters

• Forum on Europe, PEHE-EACN, Tea Team

POSSIBLE PROMOTIONAL GROUPINGS

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Distance learning

• ACTIVE, ACTIVE ASIA, EDU-Contact

Improving mobility (recognition, services, etc.)

• BRIDGES-LAC, CHEMEPASS, CPCNASCE, EMIS, FASTQUAD, VALUE

POSSIBLE PROMOTIONAL GROUPINGS

Documents

The Erasmus Mundus Global Promotion Project Action 4 co-ordinators meeting 29 February 2008 William Aitchison DG EAC - European Commission