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Organizado por Universidad Loyola Andalucía / Bournemouth University’s Faculty of Management

Higher Education Marketing Colloquium

  • Fechas:

    Del 01/04/19 al 02/04/19

  • Lugar:

    Universidad Loyola Andalucía c/Energía Solar,1 41014Sevilla, Sevilla, España (mapa)

Web del evento

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This colloquium will be hosted by The Universidad Loyola Andalucía, Seville, in partnership with Bournemouth University’s Faculty of Management. The theme is "Managing uncertainty through a time of change in higher education marketing'.

Considering the increasingly high costs associated with higher education students have greater expectations from university. Policy makers and the media are noticing the inequity of both costs and opportunity and are placing greater scrutiny on the higher education industry (L.Huempfner and Kopf 2017). These factors, among others have led to the evolution of higher education to a more market-driven culture (Gibbs, 2011).

This marketisation of HE is often contentious and, for some, challenges the very essence of what HE is for. The interactions between changes in academic identity, teaching and the curriculum; and secondly, on student identities and their impact on teaching and assessment, and their consequent learning outcomes, make for fundamental challenges on the HE sector.

Marketisation has significantly changed the landscape of HE significantly and students must now be attracted, catered to, and approached like consumers are in a profit-seeking setting (Guilbault, 2016). This colloquium will initiate discussion, drive collaboration and grow networks amongst marketing academics and HE marketers, which will promote, advance and disseminate current practices and developments in HE marketing.

Keynote Speaker

We are delighted to welcome Dr Cristián Saracco to present the Keynote presentation.

With more than 25 years of experience, Dr Cristián Saracco has a PhD in Corporate Communication and Strategic Knowledge Management, holds an MBA and is an Industrial Engineer. His research area is focused in the relation among people and companies when sharing intuitively values.

Dr Saracco is an Associate Professor for undergraduate, postgraduate and executive education programs at the Loyola Andalusia University. He is the Founding Partner of Allegro 234 | The crafted branding company –a Certified B Corp®, member of Medinge Group, a think tank of brand experts from around the world whose purpose is to influence business to become more humane and conscious, and from 2014 onwards, Member of the Board of AEBrand –the Branding Association of Spain.

Organising Committee

 

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Programa ↑ subir

MONDAY 1ST APRIL

9am

RECEPTION - HALL (BUILDING G)

     

9:30-9:45am

PURIFICACIÓN AND HELEN WELCOME - EXECUTIVE ROOM (BUILDING F)

   

9:45-10:15 am

GABRIEL PÉREZ ALCALÁ (RECTOR OF THE UNIVERSITY)

OPENING OF THE EVENT- EXECUTIVE ROOM (BUILDING F)

10:15am-11am

CRISTIAN SARACCO (KEYNOTE SPEAKER)

"HE brands as platforms to reduce uncertainties" - EXECUTIVE ROOM (BUILDING F)

     

11am-11:30am

COFFEE BREAK - EXECUTIVE ROOM (BUILDING F)

     
 

ROOM G25 (SECOND FLOOR, BUILDING G)

MEETING ROOM 3 (SECOND FLOOR, BUILDING G)

     

11:30 am-12

VICTORIA CARRILLO height:18px;">

WALESSKA SCHLESINGER

"The Role of Social Networking Sites (SNSs) in Building the Reputation of Higher Education Organizations (HEOs)"

"The influence of university brand image, satisfaction, and university identification on alumni WOM intentions"

     

12-12:30 pm

HELENA ALVES

SHAMIMA RAIHAN MANZOOR

"Satisfaction of academic staff as an indicator of wellbeing and Happiness in HEIs"

"In Quest of a Lasting Aroma for Sustainable HEIS: An empirical study"

     

12:30 - 13:30 pm

 LUNCH - EXECUTIVE ROOM (BUILDING F)

     
 

CHRIS CHAPLEO (MASTER SPEECH) - “Dilemmas in re-branding a university”

1:30 pm-2 pm

EXECUTIVE ROOM (BUILDING F)

     
 

ROOM G25 (SECOND FLOOR, BUILDING G)

MEETING ROOM 3 (SECOND FLOOR, BUILDING G)

 

 

 

2pm-2:30 pm

CHARLES HANCOCK

PURIFICACIÓN ALCAIDE-PULIDO

"Beyond satisfaction: discovering deeper student value using ZMET"

"The importance of marketing for the management of HEIs: A crossnational case based on student perception of brand image"

     

2:30 pm-3 pm

KULDEEP BANWAIT

PIETRO PAOLO FRIGENTI

"Creating a value based marketing strategy: for managing uncertainty in the English higher education landscape"

"Branding universities: an exploration of internal branding in the Higher Education context"

     

3 pm - 3:30 pm

HELEN O’SULLIVAN

BRUNO M. FERREIRA

"The Antecedents of Brand Success in Post 1992 British Universities"

"Opinions and Behaviors of Higher Education Students in the Digital World"

     

15:30 pm

COFFEE TIME AND CLOSE - EXECUTIVE ROOM (BUILDING F)

     

7pm-10pm

DINNER AT “RESTAURANTE EL CABILDO” ">  

 

 

 

TUESDAY 2ND APRIL

9am - 9:30am

COFFEE TIME - EXECUTIVE ROOM (BUILDING F)

   
 

PRESENTATIONS ROOM G25

(SECOND FLOOR, BUILDING G)

   

9:30am - 10am

BRUNO SOUSA

"Encouraging the sense of belonging in higher education contexts: a marketing approach to consumers"

   

10am - 10:30am

PABLO NAVAZO-OSTÚA height:19px;">

"Learning from human motivation in Gamification for Marketing and Education"

   

10:30am - 11am

TIJMEN WEBER height:37px;">

"Can EHEA Students Mobility Analysis be used in Marketing Strategies?"

   

11am - 11:30am

BEATRIZ CASAIS

"Satisfaction and Loyalty in Higher Education: a study about the critical factors for students’ retention from Bachelor to Master Programme"

   

11:30am - 12

HAIPING ZHU

"Shhhhs! Chinese Students Are Studying Quietly In the UK"

   

12-12:30

JANIRE GORDON-ISASI

"Integrated Marketing Communication (IMC) in Higher Education (HE): a proposal for an IMC scale"

   

12:30-1pm

MARTA FONDO height:37px;">  

"I am not shy, I am anxious: Foreign Language Anxiety as an academic barrier in CLIL Higher Education contexts"

   

1pm - 1:30pm

CLOSE AND SPECIAL ISSUE CALL - EXECUTIVE ROOM (BUILDING F)

   

1:30pm

FREE TIME TO EXPLORE SEVILLE

 

Ponentes ↑ subir

Keynote Speaker

Cristián Saracco

Founding Partner Allegro 234 | President aebrand | Member Medinge Group | Brand Strategist | Associate professor at Universidad Loyola Andalucía

 

With more than 25 years of experience, Dr Cristián Saracco has a PhD in Corporate Communication and Strategic Knowledge Management, holds an MBA and is an Industrial Engineer. His research area is focused in the relation among people and companies when sharing intuitively values. Dr Saracco is an Associate Professor for undergraduate, postgraduate and executive education programs at the Loyola Andalusia University He is the Founding Partner of Allegro 234 | The crafted branding company –a Certified B Corp®, member of Medinge Group, a think tank of brand experts from around the world whose purpose is to influence business to become more humane and conscious, and from 2014 onwards, Member of the Board of AEBrand –the Branding Association of Spain. Formerly, he was Partner of Arthur D. Little, leading the strategy and FMCG practices, and Executive Director of FutureBrand (IPG) in New York, the Southern Cone of the Americas and Spain, also leading the strategy practice. He regularly participates as a lecturer in conferences in Europe and America. He was also member of the jury of the Best Awards 2018, President of the Branding Jury of the Sol Festival, member of the Advisory Board of the Brand World Congress - Mumbai, India, and jury of the Transform Awards - London, UK.

Cristián presents his speach entitled: "HE brands as platforms to reduce uncertainties".

"Higher Education does need to give an answer to the XXI century challenges. Whether due to digitalisation, globalisation and/or politicisation, the existing tension between what the institutions are and new demands starts to generate certain level of frustration. This situation begins to be critical and may also require a deep institutional redefinition. In addition, key audiences have “secretly” agreed to make things more complex:

·        Current and potential students do not know exactly what and where to study, adding the dilemma of studying what they wish or what gives better job alternatives.

·        Professors, as in any professional bureaucracy, historically follow their practices more than the institutions where they are working.

·        The administrative staff is lost and overwhelmed by the mix of new technologies and the demands for greater flexibility of new study itineraries

·        The institution practices a strange form of tightrope walking among traditional and new ways of teaching, new audiences associated with long-life learning, and teenager audiences that it seeks to capture as future students

At the end of the day, all these audiences make their choice towards one or another institution, and this happens not only because their expectations could be met, but also because their perceptions make them feel good with their decisions.

Higher Education Institutions are experiential in nature. Under this condition, branding is important because it makes the concept of the institution more tangible, promising certain quality of experience. The brand, understood as a strategic platform, serves as a synthesis that connects the different audiences and makes them part of a conversation. Articulated with authenticity and commitment, brands reduce uncertainty and make that each person be associated and accompany the growth of the institution."

Best wishes, Cristián

 

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