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Marketing strategy & figures

Measuring efficiency is an integral part of marketing. In order to properly evaluate marketing activities and make timely adjustments if necessary, it is important to be able to measure results. Management reports and market research provide insights into the results of our marketing activities. The information retrieved from these sources is incorporated in the marketing strategy for the UT and the different target groups and educational programmes.

Marketing strategy

Annual plans of the Marketing department

The marketing and communication strategy is formulated in various plans. On the basis of these plans, the marketing activities are then decided upon per target group, target country and educational programme.

• M&C long-term strategy plan 2013-2016

• Strategic plan for bachelor recruitment

• Strategic plan for master recruitment

• Annual plan for educational marketing 2013

• Annual plan for educational marketing 2014

• Annual plan for educational marketing 2015

A copy of these plans can be requested through the secretary's office: Ms Miltenburg: m.miltenburg@utwente.nl.


Marketing research

Research conducted by the Marketing department

In order to obtain a greater insight into consumer motives and the effect that marketing activities have on these, the marketing department has various market researches carried out each year. The following researches are being carried out in 2014-2015:

What

Target group

Date

BSc intake research

Bachelor

September 2014

ITC intake research

Master

September 2014

Evaluation visitors open days

Bachelor / Master

November 2014

Target group research, international

Bachelor / Master

February2015

Evaluation visitors open days

Bachelor / Master

March 2015

Bachelor Loyalty Survey

Master

April 2015


Figures (intake, recruitment activities)

Presentations school information session for prospective Dutch and German students

Marketing activities are being evaluated and adjusted based on a variaty of reports that give insight into the amount of (pre-)enrollments, visitors of the website, requests for brochures, and participants of events organised by the University of Twente.

• (Pre-)enrollements
• Marketinginformatie
• Dashboard (in ontwikkeling)


Rankings

Insights into the quality of universities around the world

Rankings provide an insight into the quality of universities around the world and play an important role in the process international students go through when choosing an educational programme. While it is difficult to influence the position a university holds in a ranking, rankings are still an important factor in international student recruitment.

• Times Higher Education World University Ranking
• QS Top University World Ranking
• QS Stars
• Academic Ranking of World Universities
• CWTS Leiden Ranking
• U-Multirank


Target countries 

Offline resources for promoting open day at the University of Twente for prospective Dutch students

Below you will find an overview of the (provisional) target countries of the UT. As far as recruitment is concerned, it is important to note that BSc recruitment will mainly take place within Europe. The recruitment of MSc students will take place both within and outside of Europe, BSc recruitment benefitting from the marketing efforts made for MSc recruitment. ITC focuses on a number of countries in the list below, but the faculty also has relations and partnerships with a large number of other target countries (for more information, please refer to the ITC action plan).


Target countries 2012 - 2015


Country

Strategic or recruitment approach

BSc

MSc+PhD

ITC

EU countries


Bulgaria

Recruitment

X

X


Germany

Both

X

X


Greece

Recruitment


X


Poland

Recruitment


X


Romania

Recruitment

X

X


United Kingdom

Both

X

X


Non-EU countries


Brazil

Both

X

X


China

Both


X

X

India

Both


X


Indonesia

Both

X

X

X

Mexico

Recruitment


X


Saudi Arabia

Recruitment


X


United States 2)

Strategic



X