EFMD Advisory Seminar - Effective Marketing and Sales in Business Schools

Hosted by: EFMD

The event will start on: 12 Dec 13 08:00
And will end on: 12 Dec 13 16:00

Location: Brussels, Belgium

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

Seminar Objective
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. However 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.

You can book accommodation by following the link below.

hotel booking


More Information


Wednesday, 11 December 2013
19:30 – 22:00 Get – Together Dinner


Thursday, 12 December 2013
9:00 – 9:45 Welcome and Introduction – What are the issues ?
  • Chris Greensted, Senior Advisor Quality Services, EFMD
9:45 – 10:30 Groupwork – Identify Problem Issues within Institutions
10:30 – 11:00 Coffee Break & Group Feedback
11:00 – 12:00 A Comprehensive Public University - Strathclyde Business School UK
  • Meslissa McCrindle, Head of Marketing & Student Recruitment, Strathclyde Business School, UK
12:00 – 13:00 A French Grande Ecole – ESCP Paris, France
  • Rachel Maguer, Head of Marketing Europe, ESCP Europe, F
13:00 – 14:00 Lunch
14:00 – 15:00 A Private Business School – ALBA Graduate Business School, Greece
  • Maria-Vasiliki Doukaki, Marketing & Communications Director, ALBA Graduate Business School at The American College of Greece, GR
15:00 – 16:00 Coffee Break & Group Feedback
16:00 – 16:30 Conclusions