11:00 – 12:00 Registration

12:00 – 12:15  Welcome from the Chair
Rachel Sandison, Vice-Principal - External Relations, University of Glasgow

12:15 – 13:15 Tutor Groups - Breakout rooms

Getting to know one another, goals and aims for the week

- Rachel Sandison, Vice-Principal - External Relations, University of Glasgow

- Helen Pennack, Chief Marketing and Communications Officer, University of Nottingham

- Justin Cole, Director of Marketing, Bournemouth University and CASE Europe Trustee

- Ed Layt, Lead Consultant SMRS and Formerly Head of Marketing, University of Hertfordshire

13:15 – 14:00 Lunch (in Tutor Groups)

14:00 – 15:00 Plenary 1 – The End of the World as We Know It 
UK higher education is changing. Learn what is driving change, what shape that change is taking, how it affects universities and how marketing can save the world.

Peter Slee, Vice-Chancellor, Leeds Beckett University  

15:00 – 15:30 Refreshments and Networking Break

15:30 – 16:30 Plenary 2 – How to Talk to Your VC About the Strategic Importance of Marketing

Richard Taylor, COO, Loughborough University

16:30 – 17:00

Rachel Sandison, Vice Principal - External Relations, University of Glasgow

17:00 – 18:00

Collection of bedroom keys from reception area and free time

18:00

Group Activity – Ghost walking tour of York (Meet in Hotel Reception)

19:30 – 21:00 Dinner – Offsite (TBC)

09:30 – 10:30 Plenary 3 - The Real 4 Ps of HE Marketing: Power, Politics, Permission and Persuasion – Curating your Career

At a time of real change and impending turbulence in our sector, marketers are vital to the future success of our institutions. You need to find ways to flourish in your current role and to plan for success in your future career. And it’s not always that easy…

This session offers practical ideas about how to identify, navigate and negotiate power and politics effectively. It will also help you understand how to get permission to operate effectively and how to be your persuasive best so you can bring about the change needed.

Tricia King, Formerly Vice President Global Engagement, Council for Advancement and Support of Education

10:30 - 11:00 Refreshment and Networking Break

11:00 – 12:00 Plenary 4 - Forget Mad Men. Enter Math Men: How to put data at the heart of decision making and marketing strategy

This session will explore the power of data. Guiding you through the complexities of the big data landscape and establishing practical ways to use institutional and external data in your day-to-day roles. This will include strategy development and performance evaluation, engaging audiences effectively through CRM, portfolio development and customer experience.

Ed Layt, Lead Consultant, SMRS and Former Head of Marketing, University of Hertfordshire

12:00 – 13:00 Lunch

13:00 – 14:00 Tutor Groups - Breakout Rooms

Review of Plenary sessions 3 and 4

14:05 – 15:05

Plenary 5 - What Has Kylie Minogue Got to Teach Us About Content Strategy?

Content is king, as the saying goes, but how should it be deployed within universities?

This fast paced session will provide an overview on the theory supporting content development. It will help you to understand the Why?, the Who? and the How? of content strategy, as well as answering the all-important question of what the hell pop-icon Kylie Minogue has to do with all of this.

Justin Cole, Director of Marketing, Bournemouth University

15:10 – 15:40 Refreshment and Networking Break

15:40 – 16:40 Plenary 6 – Taylor Swift, 'the Haters' and Shaking It Off: What Articulating a University Brand Is Really All About

Can you, and should you, sum something up as diverse, emotional and complex as a university in a single brand?

This session considers the opportunities and challenges of building brand, and touches upon the realities and the practicalities that need to be considered along the way, including the feelings of the people involved and how the drama of that can play out very publicly...

Helen Pennack, Chief Marketing and Communications Officer, University of Nottingham

16:40 – 17:40 Tutor Groups - Breakout Rooms

Review of learning from Plenaries 5 and 6

17:40 – 18:30 Free Time

18:30 Drinks Reception

19:00 Dinner (Onsite

09:00 – 10:00 Plenary 7 – Let’s Get Digital, Digital! the Good, the Bad and the Future of Digital Engagement

In an increasingly competitive marketplace, it's critical that marketeers develop a digital communications strategy that meets institutional objectives for recruitment and wider stakeholder engagement. This session explores who we communicate with, what we say, when we say it and what platforms should be used to maximise impact and effectiveness. Digital communications have revolutionised content creation and dissemination but is this all we need and what comes next?

Rachel Sandison, Vice Principal - External Relations, University of Glasgow

10:00 – 10:30 Refreshment and Networking Break

10:30 – 11:30 Surgery Session

An opportunity to deep dive across some key areas and take away some practical ideas to implement back at your institutions.

Next Steps – Career and Back at your Institution

We will explore what was covered in the surgery sessions and provide a closing session on practical takeaways and an open Q&A session for faculty and delegates. 

Lunch

Institute Close

Residential

Member -  £1045
Non-Member - £1390 

Non-Residential

Member - £925
Non-Member - £1270

Residential

Member -  £1095
Non-Member - £1430 

Non-Residential

Member - £975
Non-Member – £1310

"Such an incredibly inspiring institute. After three days of sharing challenges, frustrations, aspirations and successes with my marketing peers from across Europe, I’ve come back to work feeling motivated and uplifted! I would highly recommend it to all HE marketers." 

"Really valuable experience, great faculty sharing expertise and facilitating tutor group and a rare opportunity to meet like-minded marketing colleagues from across the sector."

"I couldn’t have asked for a better experience. The sessions were perfectly pitched and packed full of relevant takeaways. It was a pleasure to learn from such experienced marketing professionals, who were highly knowledgeable but also incredibly approachable. And the location and organisation were impeccable. I have left feeling prouder than ever to be a HE marketer and incredibly excited for the future! Huge thanks to CASE and everyone involved."

"Especially as someone newer to the field, it was a revelation in how marketing in HE is experienced by others across the country, and was incredibly useful for orienting myself in the market."