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.
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.
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:
BSc intake research
MSc intake research
Evaluation visitors open days
Bachelor / Master
March & November
In addition, ad hoc research is conducted upon request.
Figures (intake, recruitment activities)
Presentations school information session for prospective Dutch and German students
Marketing activities are being evaluated and adjusted based on a variety 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.
• Marketing information
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.
As far as recruitment is concerned, it is important to note that BSc recruitment will mainly take place in 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.