Dissemination of results and best practices for raising the profile of Erasmus mobility

Global mobility - marketing of higher education


The Hellenic Socrates National Agency (IKY) has the pleasure of inviting you to the fifth European seminar in the framework of genERAtion dissemination seminars.
The seminar is titled Global mobility - marketing of higher education and will take place in Athens between 31st  of March and 1st of April 2006.
The main objective of the seminar is to illustrate, demonstrate and promote the marketing capabilities and prospects of European higher education with a view to increasing the attractiveness of Erasmus mobility activities. The improvement of incoming and outgoing mobility through marketing policies, the promotion of the European dimension, the consolidation of European Higher education presence to the world and the establishment of mobility balance are the main thematic axes of the seminar, on which the speeches, the workshops and the general discussion will focus.

The seminar is structured as follows:

Five speeches in the framework of which the prospects of marketing in European Higher Education Area and its role to global mobility, the demonstration of best practices in qualitative and quantitative terms will be presented.

Three workshops elaborating thoroughly the main objective and principal notions of the seminar under the following titles:
  • How marketing affects Erasmus mobility - Good practices of Institutions
  • How does the attractiveness of non-European Universities affect the intra European mobility?
The seminar will act as an area of discussion and expression of different and perhaps conflicting opinions and ideas, as a tool for benchmarking best practices and eventually as a vaulting event for promoting and disseminating the European Erasmus mobility.
The seminar will be attended by NAs representatives, academics and stakeholders in the field of Higher Education.

The deadline of the registration to the seminar is 10th of March 2006.

The information of the seminar will be published on our website:
For more information, please contact:
Maria Kontogeorgi-Doxanaki
Director of Hellenic Socrates National Agency

Athens, 31/3/2006-01/04/2006
Seminar venue: Hotel Royal Olympic, St. 28-34 Athanassiou Diakou

Thursday 30.03.2006
Welcome drink at Royal Olympic Hotel
Friday 31.03.2006
Hotel Royal Olympic, Hall Olympia I
9.00 - 9.30
9.30 - 10.00
Official Opening – Welcome Addresses
Μrs Maria Kontogeorgi-Doxanaki,
Directress of Special Programmes and International Scholarships, IKY Professor Olympia Guiba-Tziambiri
President of the Administrative Board of IKY
Official address by the Vice Minister of the Greek Ministry of National Education and Religious Affairs,
Mr. Spyros Taliadouros
10.00 - 10.20
Mr. Szabolcs Bokodi, Tempus Public Foundation, Hungary
10.20 - 10.40
Plenary session - Keynote speeches
Mr. Bernd Wächter, Director of Academic Cooperation Association
10.40 - 11.00
ŤSocio-Economic references on Erasmus student mobilityť
Mr. Pedro Martinez Macias, European Commission
11.00 - 11.30
Coffee break
11.30 - 11.45
ŤThe prospects of marketing in education as a means for promoting global mobility and improving the quality of the Greek Higher Educationť
Prof. Vasso Tokatlidou, Aristotle University of Thessaloniki, Bologna Promoter
11.45 - 12.00
Ť International Marketing of Higher Education and Research in Germany - Concepts, Political Implications and Outcomesť
Mr. Christian Müller
Head of the Sub department “Communication and Marketing” of the German Academic Exchange Service (DAAD)
12.00 - 12.15

ŤInternational Marketing of Higher Education in the UK: An institutional and personal perspectiveť
Mrs. Sandra Morris, Deputy Director/Socrates Co-ordinator, University of Edinburgh, U.K.

12.15 - 13.00
Open discussion - Questions - Remarks
13.00 - 14.30
Lunch at Royal Olympic Hotel
14.30 - 17.00
Three parallel workshops
Workshop 1:
The role of marketing in European Higher Education Institutions - Presentation of countries best practices
Chair:  Mr. Christian Müller, DAAD, Germany
Mrs Vivre Zenkner, CIMO, Finland
Mr Don Sparling, Masaryk University in Brno, Czech Republic
Rapporteur: Mrs Irene Ntroutsa, Hellenic Socrates NA (IKY)
Workshop 2:
How marketing affects Erasmus mobility (incoming-outgoing students) - Good practices of Institutions
Chair: Mrs Vanessa Lambrecht, NUFFIC, Netherlands
Mr Stefan Trenker, Management C. Innsbruck-Austria
Dr Mózes Székely, Eötvös Loránd University-Hungary
Rapporteur: Mrs Denisa Filkornova, Slovak Socrates NA (SAAIC)
Workshop 3:
How does the attractiveness of non-European Universities affect the intra-European mobility?
Chair.: Mrs Maria Ioannidou, Hellenic Socrates NA (IKY)
Dr Gregory Makridis, Intercollege, Cyprus
Μr. Harri Malinen, University of Lapland, Finland
Rapporteur : Mrs Elina Mavrogiorgou, Hellenic Socrates NA (IKY)
Dinner at traditional tavern in Plaka district


Saturday 01.04.2006
10.00 - 11.00
Reports of the workshops, discussion
11.00 - 12.00
Panel discussion: The prospects of marketing in Higher Education and its implications for Erasmus Mobility and global mobility
Chair: Mr Fotios Athanassopoulos
Panelists: Mrs Androula Papanastasiou (CY); Mr Pedro Martinez-Macias (EC); Mr Christian Müller (DE); Mr Wolfgang Eckel (AT); Dr Mózes Székely (HU)
Closing of the seminar
Lunch at Royal Olympic Hotel
Cultural programme: Guided tour to archaeological site of Sounion
Dinner at a traditional fish tavern

Outline of the seminar

The Heads of State and Government set a new challenge in Barcelona in spring 2002, with the announcement that the EU should become a world reference for the quality and relevance of its education and training and should be the most attractive world region to students, scholars and researchers. This implies the increased levels of investment and significant quality reform actions in higher education so as to build coherent European education systems, clearly visible and recognisable abroad. The structural reforms inspired by the Bologna process constitute a parallel effort to build and organise a coherent and compatible European framework, which is a condition for raising the competitiveness and attractiveness of European Higher Education Institutes worldwide.
In the light of the impact of globalisation and the accelerating pace of competition in education worldwide, the challenge at European level in terms of marketing is of paramount importance.

The main objective of the seminar is to illustrate, demonstrate and promote the marketing capabilities and prospects of European higher education with a view to increasing the attractiveness of Erasmus mobility activities. The setting of national and European benchmarks, the presentation of best practices and the exchange of experiences will contribute to the understanding and consolidation of the reasons and factors based on which several European countries have taken the lead in motivating substantial outgoing and ingoing mobility. It is important to stress that the national policies that implement and invest in reforming and modernising the higher education area structures as well as culture (i.e. by using an integrated system of quality assessment criteria and performance indicators, by promoting the areas of science, technology and research, by supporting the knowledge-based economy and society, by enhancing the dissemination of the use of ICT in education, etc.) build strong competitive advantages and grow their dynamism.
The gathering and publication of European-wide comparable data and statistics on mobility, the dissemination and valorisation of the results gained by mobility could function as marketing tools for the rendering of best practices and the promotion of balanced mobility.
The central notion of the seminar is the improvement of incoming and outgoing mobility through marketing approaches with a view to promoting the European dimension, the consolidation of European higher education presence to the world and the establishment of mobility balance.
The above mentioned paragraphs provide a general description of the character of the seminar as well as of the subjects of the speeches and the thematic areas of the workshops.
The structure of the seminar is articulated based on the following axes:
  • Five speeches concerning the presentation of national best practices in the area of marketing the Erasmus mobility actions, the prospects of marketing capabilities of European Higher Education, the attractiveness and the competitive advantages of European Higher Education, the necessity of building coherent European educational systems, etc.
  • The realization of three workshops in the framework of which the issues of global mobility and the role of marketing in higher education will be thoroughly and extensively discussed.
Description of the workshops
Workshop 1: The role of marketing in European Higher Education Institutes - Presentation of countries best practices
Objective: Identification of the context, targets and importance of marketing the European Higher Education systems. Setting of benchmarks, exchange of experiences and ideas through the presentation of good practices.
Key issues:
  • Which are the key elements and characteristics of national higher education that are worth marketing? In what ways the undertaking of marketing activities can disseminate and publicise the European Higher Education Area? What kind of marketing tools and actions have already been used with success? - Discussion of best practices.
  • Identification of possible problems and obstacles that could hinder the marketing prospects of HEIs. How these obstacles could be overcome? Is the cooperation between National Authorities, National Agencies and HEIs a sine qua non for confronting and solving marketing difficulties and problems?
  • The significance of private and public funding in promoting the marketing activities of European as well as national educational policies and strategies. What could be the role of National Agencies in attracting private funding and obtaining the financing of substantial public funds? Is the building of public and private partnerships feasible and expedient and in which sectors?
  • Which basic and fundamental elements of European educational systems need to be reviewed, reformed or improved in order to stand in a competitive marketing environment worldwide? Elements, such as flexible curriculum, academic recognition, implementation of ECTS are of crucial importance to the promotion of mobility.
  • Considering that education is a public good and therefore it is not tradable, there has been a strong opposition, supported by many academics and politicians as well, as whether the Universities should adopt business-like characteristics. How difficult is for the universities to restore a balance between the practices of marketing and the traditional academic values and principles. Does the interrelation between universities and the labour market and professional bodies consist of a decisive factor for increasing mobility in Europe?

Workshop 2: How marketing affects Erasmus mobility (incoming-outgoing students) – Good practices of Institutions
Objective: The role and contribution of marketing to the motivation of Erasmus mobility as presented and documented by the best practices of European HEIs. Benchmarking and bench-learning the Institutions good practices and experiences.
Key issues:
  • Presentation in qualitative and quantitative terms of the results of marketing activities embarked upon by Institutions, National Agencies and National Authorities on promoting the Erasmus incoming and outgoing students mobility. What kind of marketing actions and policies have been implemented in order to motivate and increase Erasmus mobility? The inter-relation and co-operation among HEIs, National Authorities and National Agencies as a prerequisite for implementing successful marketing policies.
  • Exchanges of experience and transfer of best results with a view to counter mobility imbalances among countries (net exporters of students versus net importers). What kind of tools and actions could be used (websites, mobility databases, valorisation conferences, etc.)? How can the impact of marketing improve not only the quantity of Erasmus mobility but also its quality as well as promote the European dimension? Do the Erasmus student support services constitute an essential part of any marketing effort?
  • The emerging necessity, nowdays, focuses on the Universities continuous review  of their curriculum and courses in the light of labour market demand and preferences. To what extent does the correspondence of curriculum to labour market demands function as a decisive marketing tool which affects Erasmus mobility?
Workshop 3: How does the attractiveness of non-European Universities affect the intra-European mobility?
Objective: Discussion of the attractiveness and competitive advantages of non-European Universities in comparison to the European HEIs and the impact on European Erasmus mobility.
Key issues:
  • The European HEIs should capitalise the results gained from mobility and invest further to improve the quality and effectiveness of education systems. Furthermore, they should work on facilitating the validation and recognition of competencies acquired during mobility. How can the European HEIs achieve this goal and moreover open up their national education systems to the wider world and promote their attractiveness to students, academics and researchers from other world regions? Which are the competitive advantages of non-European universities and which are the elements of their attractiveness (i.e. flexibility of curriculum, acquisition of specialised skills and validation of skills, co-operation with employers and professional bodies, development of research, etc) versus the advantages of European Higher Education Area?
  • There is no doubt that some of the strong advantages of Europe is its multi-lingualism and its diversity of academic and organisational cultures. To what extent these advantages have affected the intra-European mobility?
  • The overall enhancement of academic quality as well as the enhancement of Europe attractiveness and the facilitation of intra-European mobility have been rendered the vital driving force behind the transformation and innovation of higher education in Europe, as formally and politically declared in the Bologna Declaration (1999), the Prague Communique (2001) and the Berlin Conference (2003). What steps have been taken or need to be taken towards the achievement of this aim with the emphasis on improving the external dimension and the reputation of European Higher Education in the world?
  • Erasmus Mundus intends to enhance the attractiveness of and interest in European Higher Education, by enabling students and visiting scholars from around the world to enrol in European Master courses as well as by encouraging the outgoing mobility of European students and scholars towards third countries. Which parameters constitute the marketing approach of Erasmus Mundus? How do the partnerships developed between European Universities and third-country Higher Education Institutes help the former reinforce their world wide presence?
The role of marketing in European Higher Education Institutes - Presentation of countries best practices
Magyar European Commission - Education & Training Emberi Erőforrások Minisztériuma

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