23 - 24 October, 2019
Ramada Singapore At Zhongshan Park, Singapore

Conference Day One – Wednesday 23 October 2019

8:00 am - 9:00 am Morning Refreshment and Registration

9:00 am - 9:10 am Opening Remarks from the Chairman

Justin Tay, Regional Director & General Manager (Asia) at Times Higher Education

Justin Tay

Regional Director & General Manager (Asia)
Times Higher Education

Trends and Developments in Global Student Recruitment

9:10 am - 9:50 am Keynote: The Changing Face of Student Recruitment and Marketing – How Ready Are You?

·         Winning the war for students in this fiercely competitive landscape
·         How advances in AI are changing the way prospective students are assessed
·         Should schools care about the widening demand and supply gaps for skilled graduates in the workforce? 
Mark Garratt, Director of External Affairs at University of Bradford, UK

Mark Garratt

Director of External Affairs
University of Bradford, UK

·         Dealing with the politics of international student mobility
·         The impact of cross-border political regulations and socio-political issues
·         Rethinking your international recruitment strategy
Justin Tay, Regional Director & General Manager (Asia) at Times Higher Education

Justin Tay

Regional Director & General Manager (Asia)
Times Higher Education

Mark Garratt, Director of External Affairs at University of Bradford, UK

Mark Garratt

Director of External Affairs
University of Bradford, UK

Diana Chee, Director, Marketing and Future Students at Monash University Malaysia

Diana Chee

Director, Marketing and Future Students
Monash University Malaysia

Premila Nair, Chief Operating Officer & Head of Administration at Newcastle University Malaysia

Premila Nair

Chief Operating Officer & Head of Administration
Newcastle University Malaysia

10:40 am - 11:25 am Speed Networking & Morning Tea

Enhancing your Marketing Strategies

11:25 am - 12:00 pm Case Study: Accelerating Gen Z Student Recruitment Numbers Through Blended Marketing

It is often said that Gen Z are true digital natives and avid consumers of online experiences.  But did you know that when it comes to making major decisions – like choosing a university – many Gen Z-ers prefer to ‘switch channels’ to offline mediums?
 
This case study will walk you through:
·         How a top university has successfully blended online and offline marketing tactics
·         How to create a marketing strategy that cuts through the noise and appeals to Gen Z
·         The result: a record-breaking increase in student recruitment numbers 
Angela Seah, Head of Marketing, Office of Undergraduate Admissions & Financial Assistance at Singapore Management University

Angela Seah

Head of Marketing, Office of Undergraduate Admissions & Financial Assistance
Singapore Management University

12:00 pm - 12:35 pm Case Study: How to Create a Successful Integrated Marketing Campaign for Student Recruitment?

·        Target audience segmentation with an enhanced understanding of your customers
·        Stretching your marketing dollars with student-focused social media content and ads
·        Deepening partnerships with student recruitment agencies
·        How to develop a solid and attractive student/alumni referral programme
·        Action plans to ensure the consistency of your brand message across platforms
Premila Nair, Chief Operating Officer & Head of Administration at Newcastle University Malaysia

Premila Nair

Chief Operating Officer & Head of Administration
Newcastle University Malaysia

12:35 pm - 1:35 pm Networking Lunch

The Power of Branding and Advertising

1:35 pm - 2:10 pm Case Study: How an Established University Leveraged on Branding to Successfully Improve Recruitment and Marketing Results

·         The SMU story - Portraying an outstanding brand image in the face of strong competition
·         Putting brand strategies that highlight SMU’s unique pedagogies and value propositions  into place
·         Shifting students’ and parents’ focus away from rankings towards what SMU can do for you
·         The results – improving trends in student numbers and enhanced brand reputation 
Linette Lim, Director, Admissions Strategy and Outreach, Office of Undergraduate Admissions at Singapore Management University

Linette Lim

Director, Admissions Strategy and Outreach, Office of Undergraduate Admissions
Singapore Management University

2:10 pm - 2:45 pm Case Study: Driving up Brand Visibility and Reputation through a Solid Partnership Network

·         Identifying your most critical partners that will add the most value
·         Innovative partnerships: Are they suitable for every student recruitment campaign?
·         Your KPIs: Are enrollment numbers everything? 
Diana Chee, Director, Marketing and Future Students at Monash University Malaysia

Diana Chee

Director, Marketing and Future Students
Monash University Malaysia

2:45 pm - 3:20 pm Case Study: Branding in the New Normal - Using Automation and Programmatic to Drive Excellence and Efficiency

·         How programmatic delivers a curated experience to the right target audience
·         Greater end-user engagement with powerful data-driven insights
·         The EtonHouse transformation – the pressing  need for marketing automation
·         Addressing  various challenges pertaining to data, messaging, journey/integration, personas, culture reboot, inbound, customer funnel vs. flywheel etc.
·         The “how” and the “what”: Sales and marketing alignment, single source of truth, AI,  journey optimisation, performance-driven, the transformation pyramid
Bipasha Minocha, Director, Group Brand & Marketing at EtonHouse International Education Group

Bipasha Minocha

Director, Group Brand & Marketing
EtonHouse International Education Group

3:20 pm - 3:50 pm Afternoon Tea

Interactive Roundtable Discussions: 2 rotations at 40 minutes each
Structured to maximise interaction and in-depth focus on a topical subject matter, delegates will have the opportunity to participate in 2 roundtable sessions of their choice.  

3:50 pm - 5:10 pm Topic 1: How to Increase Marketing ROI with a Small Budget

·         Identifying what has to be measured and delivering consistent measurable ROI
·         Which activities were the most effective in generating pipeline and revenue? 
·         Should you implement performance management for marketing activities? 
Premila Nair, Chief Operating Officer & Head of Administration at Newcastle University Malaysia

Premila Nair

Chief Operating Officer & Head of Administration
Newcastle University Malaysia

3:50 pm - 5:10 pm Topic 2: Enhancing Marketing Efforts through Worldwide School Partnerships

·         Ways of forging strong ties with schools overseas: What’s in it for them, and us
·         New programmes, internships, employment possibilities and intercultural exchanges
·         New educational approaches and a diverse and dynamic learning environment
Dr. Kristen Li, Associate Director of Master programmes at Hong Kong Baptist University

Dr. Kristen Li

Associate Director of Master programmes
Hong Kong Baptist University

3:50 pm - 5:10 pm Topic 3: Transforming Mindsets and Shifting Away from Rankings

  • Understanding the school rankings criteria and what else really goes into rankings
  • What more needs to be done to educate your target audience on rankings
  • Standing out with your own unique brand image and value proposition
Linette Lim, Director, Admissions Strategy and Outreach, Office of Undergraduate Admissions at Singapore Management University

Linette Lim

Director, Admissions Strategy and Outreach, Office of Undergraduate Admissions
Singapore Management University

3:50 pm - 5:10 pm Topic 4: Improving Enrollment Numbers through Agent Partnerships

·         Advantages and drawbacks of partnering with agents in overseas markets
·         Paying close attention to KPIs, ROI as well as quality of recruitment
·         How to further improve and deepen collaboration with overseas agents 
Diana Chee, Director, Marketing and Future Students at Monash University Malaysia

Diana Chee

Director, Marketing and Future Students
Monash University Malaysia

5:10 pm - 5:15 pm Closing Remarks from Chairman & Close of Conference Day One

Justin Tay, Regional Director & General Manager (Asia) at Times Higher Education

Justin Tay

Regional Director & General Manager (Asia)
Times Higher Education