Advisory Seminar: Creating an Effective Marketing & Sales Process in Business Schools

Creating an Effective Marketing & Sales Process in Business Schools

Hosted by: EFMD

The event will start on: 06 Oct 11 07:00

And will end on: 06 Oct 11 15:00


Rue Gachard 88 , Brussels

Contact:    robin.hartley@efmd.org


Creating an Effective Marketing & Sales Process in Business Schools

Target group

Deans, Associate Deans, Directors and managers responsible for marketing, external relations, corporate relations, alumni relations, executive education, academic programmes


Creating an effective marketing and sales process in business schools


In a service organisation such as a business school, marketing is the responsibility of every member of staff.

Business schools are service organisations in which every stage of service can affect the perceptions of customers and ultimately the School’s reputation and future revenue streams.  So whose job is marketing?  Surely it is everyone’s responsibility, so how can it be made to happen effectively?  

Formally business schools take very different approaches to the Marketing and Sales functions with an array of descriptors and titles such as marketing managers/officers, external relations, corporate relations, admissions, development office, etc.  The functions are sometimes combined and sometimes split organisationally, sometimes placed at a strategic level and sometimes tucked away as an operational office, sometimes well resourced and sometimes treated as an administrative function.  Rarely are they seen by faculty (academic staff) as relevant to academic activities and can often be seen by faculty as an unnecessary cost.  Yet in the business world, marketing is seen as fundamental to bring in the business and is usually properly resourced.  So how should business schools practice what they preach and establish and resource an effective marketing function?

The seminar will take a comparative approach.  The broad issues will first be outlined.  Speakers from different types of business schools will then discuss their own school’s approach.  Finally common threads of good practice will be identified.

Seminar structure


  • Chris Greensted, Quality Services, EFMD
  • Melissa McCrindle, Head of Marketing & Student Recruitment, Strathclyde Business School, UK
  • Damien Roux, Director of Marketing, Recruitment & Careers, EMLYON Business School
  • Erik Mehl, Marketing Director, BI, Norway

The proposal is to take a comparative approach in which all the following topics are addressed by each speaker/institution.


  1. The range of activities that may constitute the marketing function in BS from cradle to grave, ie enquiries to alumni.  Whose job is it anyway?
  2. The positioning and structure of the marketing function in BS:  reporting lines; personnel; marketing strategy and operating plans; budgets; links to parent institution including institutional strategy
  3. An internal perspective:  the pervasive nature of marketing; issues of faculty engagement; internal politics; relations with University central marketing; communication
  4. An external perspective:  components of the marketing mix; sales and admissions
  5. Performance measures:  financial return; student numbers; public perceptions; rankings
  6. Any other aspect or comments particular to the speaker’s institution
09:00 - 10:00 Welcome and introduction – what are the issues? CG
10:00 - 11:00 Groupwork – identify problem issues within institutions
11:00 - 11:30 Coffee & Group feedback
11:30 - 12:30 A comprehensive public university – Strathclyde BS, UK
12:30 - 13:30 Lunch
13:30 - 14:30 A French grande ecole - EMLYON Business School
14:30 - 15:30 A private university - BI Norway
15:30 - 15:45 Coffee
15:45 - 16:30 Groupwork -    Identification of good practice
16:30 - 17:00 Conclusions
hotel Hotel reservation