External Branding ConceptHochschule für Wirtscha und Recht BerlinStrategic Marketing Management · Group 8 · WT 2011Felix B...
A holistic Approach  HWR Branding ConceptInternal Branding         External Branding  What do we want to        What do we...
The HWR External Branding Initiative       Felix Bauer                 Giorgi Jashiashvili      Marc Schmidt              ...
Project Objectives                       PROBLEM DEFINITION                      Lack of Branding Strategy                ...
Agenda         I. Basics         1.  University Branding         2.  External Branding         3.  Best Case Study        ...
I. Basics
1. University Marketing
I. Basics       1. University Marketing   2. External Branding   3. Best Case Study1.1 DefinitionUniversity Marketing is th...
I. Basics                       1. University Marketing   2. External Branding   3. Best Case Study    1.2 Influencing Conc...
I. Basics               1. University Marketing   2. External Branding        3. Best Case Study    1.3 Target Groups     ...
I. Basics             1. University Marketing   2. External Branding     3. Best Case Study1.4 Target Group Touchpoints   ...
I. Basics                1. University Marketing   2. External Branding   3. Best Case Study     1.5 Target Markets       ...
I. Basics      1. University Marketing   2. External Branding   3. Best Case Study    1.5 Target Markets         Education...
I. Basics      1. University Marketing   2. External Branding   3. Best Case Study    1.5 Target Markets           Academi...
I. Basics      1. University Marketing   2. External Branding   3. Best Case Study    1.5 Target Markets         Scientific...
I. Basics      1. University Marketing   2. External Branding   3. Best Case Study1.5 Target Markets      Education       ...
I. Basics                     1. University Marketing   2. External Branding   3. Best Case Study    1.6 Competitive Strat...
2. External Branding
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study     2.1 What is Brand and Branding?     “A...
I. Basics      1. University Marketing   2. External Branding   3. Best Case Study2.1 Brand and Branding                  ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study2.2 What can be Branded?Physical Product   ...
I. Basics     1. University Marketing    2. External Branding   3. Best Case Study2.3 Advantages of Brands       Companies...
I. Basics     1. University Marketing     2. External Branding   3. Best Case Study     2.3 Advantages of Brands for Compa...
I. Basics   1. University Marketing    2. External Branding   3. Best Case Study     2.3 Advantages of Brands for Customer...
I. Basics        1. University Marketing   2. External Branding   3. Best Case Study     2.4 Brand Building               ...
I. Basics   1. University Marketing     2. External Branding   3. Best Case Study    2.5 Elements of a Branding Strategy  ...
3. Best Case Study
I. Basics   1. External Branding   2. University Marketing   3. Best Case Study                                           ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study                                           ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study   3.1 ESB Claim   “We are one of Germanys ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study3.2 Facts about ESB•  International Busines...
I. Basics   1. University Marketing      2. External Branding   3. Best Case Study3.3 USPs and Instruments of ESB         ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study   3.4 USP Rankings                        ...
I. Basics     1. University Marketing   2. External Branding   3. Best Case Study3.4 USP Spirit                           ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study3.4 USP Partner Companies                  ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study3.4 USP Innovations and Technologies       ...
I. Basics   1. External Branding   2. University Marketing   3. Best Case Study                                           ...
I. Basics       1. University Marketing   2. External Branding   3. Best Case Study3.4 USP Alumni NetworkOver 3000 members...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study3.5 Instrument Website                     ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study3.5 Instrument Website                     ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study                                           ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study3.5 Instrument ESB Forum & Fair            ...
I. Basics   1. University Marketing   2. External Branding   3. Best Case Study3.6 ESB External Branding            USPs  ...
II. Situation Analysis
1. Desk Research
II. Situation Analysis   1. Desk Research   2. Field Research1.1 Focus of Studies at the HWR           University of Appli...
II. Situation Analysis   1. Desk Research   2. Field Research  1.2 Discrepancy between Facts and Perception    Delivered b...
II. Situation Analysis                1. Desk Research                        2. Field Research1.3 Perception-based Compar...
II. Situation Analysis          1. Desk Research                         2. Field Research1.4 Fact-based Comparison to oth...
II. Situation Analysis    1. Desk Research   2. Field Research1.5 Zeit CHE-Ranking Summary Perceived positions            ...
II. Situation Analysis   1. Desk Research   2. Field Research1.6 Peception of AlumniAlumni survey among several universiti...
II. Situation Analysis        1. Desk Research   2. Field Research1.7 HWR Branding Efforts - Communication        Corporat...
II. Situation Analysis       1. Desk Research   2. Field Research1.7 HWR Branding Efforts - Relationships          Career ...
II. Situation Analysis   1. Desk Research   2. Field Research1.8 Summary of Desk Research     „Weak utilization of a great...
2. Field Research
II. Situation Analysis   1. Desk Research   2. Field Research1.1 External Branding SurveyEvaluate…                        ...
II. Situation Analysis   1. Desk Research   2. Field Research1.2 Target Group            At the end of the day, studying  ...
II. Situation Analysis   1. Desk Research   2. Field Research1.2 How we chose the Companies  To get a holistic picture we ...
II. Situation Analysis   1. Desk Research   2. Field Research1.2 A few examples…                                          ...
II. Situation Analysis   1. Desk Research   2. Field Research1.3 Methodology    Tool    • Online survey delivered via E-Ma...
II. Situation Analysis   1. Desk Research   2. Field Research1.4 Structure – General QuestionsWhat are your main sources f...
II. Situation Analysis   1. Desk Research   2. Field Research 1.4 Structure – Evaluating the HWR Situation      Which are ...
II. Situation Analysis   1. Desk Research   2. Field Research1.4 Structure – Demographical Questions  How many people does...
II. Situation Analysis     1. Desk Research       2. Field Research1.5 Survey Results – Response                          ...
II. Situation Analysis      1. Desk Research       2. Field Research1.6 Survey Results – HWR-specific QuestionsCompanieskno...
II. Situation Analysis     1. Desk Research   2. Field Research1.7 Survey Results – Touchpoints           What are your ma...
II. Situation Analysis          1. Desk Research   2. Field Research1.8 Survey Results – Relevant Attributes     Which att...
III. External Branding        Concept
1. Strategy
III. Ext. Branding Concept     1. Strategy       2. Implementation   3. Controlling1.1 Relevant External Target Groups    ...
III. Ext. Branding Concept   1. Strategy     2. Implementation   3. Controlling1.1 Finding the relevant Target Groups     ...
III. Ext. Branding Concept     1. Strategy   2. Implementation   3. Controlling1.1 Relevant External Target Groups        ...
III. Ext. Branding Concept   1. Strategy   2. Implementation     3. Controlling1.2 Key-and-Lock PrincipleTarget Group     ...
Which attributes do you conncect to the HWR? (N=39)                 Which are the most important attributes when assessing...
III. Ext. Branding Concept    1. Strategy   2. Implementation   3. Controlling1.3 Insights of Companies                   ...
Source: CHE – Indikator im Blickpunkt: Kriterien der Hochschulwahl und Ranking-Nutzung
Source: CHE – Indikator im Blickpunkt: Kriterien der Hochschulwahl und Ranking-Nutzung
Source: Statistisches Bundesamt: Deutsche Studierende im Ausland
III. Ext. Branding Concept     1. Strategy           2. Implementation       3. Controlling1.3 Insights of Prospective Stu...
III. Ext. Branding Concept   1. Strategy   2. Implementation        3. Controlling  1.4 Free Spaces in Competitive Environ...
III. Ext. Branding Concept        1. Strategy         2. Implementation     3. Controlling1.5 Branding StrategyVision     ...
Practice-orientation
Internationality
Exciting and multi-culturallocation Berlin
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling1.6 Communicative Lead Idea             Appli...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling1.6 Communicative Lead Idea          e exciti...
2. Implementation
III. Ext. Branding Concept       1. Strategy   2. Implementation   3. ControllingOverview Instruments                     ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling    Instrumentstargeting Companies           ...
III. Ext. Branding Concept   1. Strategy      2. Implementation   3. Controlling2.1 HWR Applied Ideas •           KNOWLEDG...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.1 HWR Applied Ideas- Structure       Input ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.1 HWR Applied Ideas - Benchmark            ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.1 HWR Applied Ideas             F it with P...
III. Ext. Branding Concept   1. Strategy         2. Implementation   3. Controlling2.2 Marketing & Consulting Forum – Stat...
III. Ext. Branding Concept   1. Strategy       2. Implementation   3. Controlling2.2 Marketing & Consulting Forum 2.0     ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.2 Marketing & Consulting Forum 2.0         ...
III. Ext. Branding Concept   1. Strategy     2. Implementation   3. Controlling2.3 Explore HWR Package            KNOWLEDG...
III. Ext. Branding Concept   1. Strategy          2. Implementation   3. Controlling2.3 Explore HWR Package               ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.3 Explore HWR Package            F it with ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling    Instrumentstargeting Prospects           ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.4 HWR Ad Campaign - Where                  ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.4 HWR Ad Campaign                          ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.4 HWR Ad Campaign            F it with Posi...
III. Ext. Branding Concept    1. Strategy   2. Implementation   3. Controlling2.5 HWR Studentenleben   Sponsored by       ...
III. Ext. Branding Concept   1. Strategy     2. Implementation   3. Controlling2.5 HWR Studentenleben - Benchmark         ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.5 HWR Studentenleben                       ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.5 HWR Studentenleben                       ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.5 HWR StudentenlebenFree lifestyle magazine...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.5 HWR Studentenleben            F it with P...
III. Ext. Branding Concept   1. Strategy   2. Implementation    3. Controlling2.6 HWR Meet and Greet DayThe idea:Get away ...
III. Ext. Branding Concept         1. Strategy         2. Implementation       3. Controlling2.6 HWR Meet and Greet DayThe...
Sign up for the „HWR Meet & Greet Day“ and experience…                 Culture     Lifestyle                 Diversity   B...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.6 HWR Meet and Greet Day             F it w...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. ControllingGeneral Instruments                          ...
III. Ext. Branding Concept         1. Strategy     2. Implementation   3. Controlling2.7 HWR Image Video                  ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.7 HWR Image Video - Benchmark              ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. ControllingF it with Positoning           Practice- Orie...
III. Ext. Branding Concept   1. Strategy     2. Implementation   3. Controlling2.8 Social Media – Status Quo              ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.8 Social Media – Status Quo                ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.8 Social Media – Status Quo                ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.8 Social Media – Status Quo                ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.8 Social Media – Status Quo                ...
III. Ext. Branding Concept   1. Strategy          2. Implementation         3. Controlling2.8 Social Media •  Image       ...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.8 Social Media              F it with Posit...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. Controlling2.9 Brand the Building                       ...
III. Ext. Branding Concept       1. Strategy   2. Implementation   3. ControllingOverview Instruments                     ...
3. Controlling
III. Ext. Branding Concept   1. Strategy       2. Implementation    3. Controlling 3.1 Balanced Scorecard – Tracking the P...
III. Ext. Branding Concept   1. Strategy   2. Implementation   3. ControllingOne more thing...              KNOWLEDGE     ...
Discussion
Questions•  What do you think is the reason for the gap between the facts and the   perception of the CHE Ranking?•  Would...
Thank you!
SourcesBeplo, Miriam und Kaiser, Cornelia: Von der FHW in den Beruf. Erste Auswertungen derAbsolventenbefragung 2008/2009 ...
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
External Branding Concept – Hochschule für Wirtschaft und Recht Berlin
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External Branding Concept – Hochschule für Wirtschaft und Recht Berlin

  1. 1. External Branding ConceptHochschule für Wirtscha und Recht BerlinStrategic Marketing Management · Group 8 · WT 2011Felix Bauer, Giorgi Jashiashvili, Marc Schmidt, Jörg Sesselmann 13.12.11
  2. 2. A holistic Approach HWR Branding ConceptInternal Branding External Branding What do we want to What do we want to achieve on the inside? achieve on the outside?
  3. 3. The HWR External Branding Initiative Felix Bauer Giorgi Jashiashvili Marc Schmidt Jörg Sesselmann 3
  4. 4. Project Objectives PROBLEM DEFINITION Lack of Branding Strategy Low Awareness Unfavorable Image How we are going to solve it… Establish Build Increase Branding distinctive Awareness Strategy Image 4
  5. 5. Agenda I. Basics 1.  University Branding 2.  External Branding 3.  Best Case Study II. Situation Analysis 1.  Desk Research 2.  Field Research III. External Branding Concept 1.  Strategy 2.  Implementation 3.  Controlling 5
  6. 6. I. Basics
  7. 7. 1. University Marketing
  8. 8. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study1.1 DefinitionUniversity Marketing is the market-oriented management of the university as a whole with the alignement and coordination of all activities to the needs of relevant target groups. 10
  9. 9. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 1.2 Influencing Concepts Service Non-profit Relationship Marketing Marketing Marketing •  Intangible •  Service •  Build and Product provision nurture instead of profit Relationships •  Simultaneous maximisation with creation and Stakeholders consumption •  Profits are ressources 11Source: Hochschul Relationship Marketing, S.35; Hochschulen im strategischen Wettbewerb, S.26
  10. 10. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 1.3 Target Groups Internal Intermediate External Professors Graduates Prospective Students Companies Employees Alumni Federal Institutions Sponsors Students General Public Other Universities 12Source: Hochschul Relationship Marketing, S.10
  11. 11. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study1.4 Target Group Touchpoints Research Representatives Projects Building & Publications Facilities Marketing Communication Target Graduates Material Group 13
  12. 12. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 1.5 Target Markets What is the What is the product Who is the customer relevant market? of a University in the of the product? market ? 14Source: Marketing und Wettbewerb im deutschen Hochschulsystem, S.132
  13. 13. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 1.5 Target Markets Educational Prospective Market Education Students 15Source: Hochschulen im strategischen Wettbewerb, S.28
  14. 14. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 1.5 Target Markets Academic Companies Job Market Qualified Graduates 16Source: Hochschulen im strategischen Wettbewerb, S.28
  15. 15. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 1.5 Target Markets Scientific + Society Publications Scientific + Companies Market + Scientific Findings Community 17Source: Hochschulen im strategischen Wettbewerb, S.28
  16. 16. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study1.5 Target Markets Education Qualified Scientific Graduates Findings 3 Products and Target Markets to cover with a Competitive Strategy. 18
  17. 17. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 1.6 Competitive Strategy Many Universities are „stuck in the middle“. ey fail in achieving a di erentiating positioning. Differentiation Strategy Develop a Build a Unique Positioning Strong Brand 20Source: Marketing und Wettbewerb im deutschen Hochschulsystem, S.261, 271
  18. 18. 2. External Branding
  19. 19. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 2.1 What is Brand and Branding? “A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to di erentiate them from those of competitors.” “Branding is endowing products and services with the power of brand.” 22Source: Kotler / Keller: Marketing Management
  20. 20. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study2.1 Brand and Branding Branding ? Brand 23
  21. 21. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study2.2 What can be Branded?Physical Product Service Person Place Idea 24
  22. 22. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study2.3 Advantages of Brands Companies Customers 25
  23. 23. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 2.3 Advantages of Brands for Companies Greater Customer Larger Margins Loyalty ! ! Brand ! ! Legal Protection Improved Employee for Products Recruiting and Retention 26Source: Kotler / Keller: Marketing Management
  24. 24. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 2.3 Advantages of Brands for Customers Practical solutions Emotional satisfaction ! ! Brand ! ! Simplified Decision Reduced risks making Process 27Source: Kotler / Keller: Marketing Management
  25. 25. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 2.4 Brand Building Bonding! Strong relationship Advantage! Performance! Relevance! Presence! Weak relationship 28Source: Kotler / Keller: Marketing Management
  26. 26. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 2.5 Elements of a Branding Strategy Brand Identity Brand Image Aspired Outward Expression Target group’s mental picture Brand Vision Gap Brand Positioning Brand Personality 29Source: Hochschulen im Strat. Wettbewerb, S.93
  27. 27. 3. Best Case Study
  28. 28. I. Basics 1. External Branding 2. University Marketing 3. Best Case Study 32
  29. 29. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 33
  30. 30. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 3.1 ESB Claim “We are one of Germanys leading international business schools, and one of the first state institutions to offer integrated international degrees, which ESB Business School has awarded for almost 40 years now.” 34Source: http://www.esb-business-school.de/
  31. 31. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.2 Facts about ESB•  International Business school•  Located in Reutlingen with more that 110,000 inhabitants•  Founded in 1855•  60 Professors•  2000 students•  More than 40 corporate partners 35
  32. 32. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.3 USPs and Instruments of ESB USPs Instruments 36
  33. 33. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 3.4 USP Rankings 37Source: http://www.esb-business-school.de/
  34. 34. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.4 USP Spirit Spread your wings 38
  35. 35. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.4 USP Partner Companies 39
  36. 36. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.4 USP Innovations and Technologies 40
  37. 37. I. Basics 1. External Branding 2. University Marketing 3. Best Case Study 41
  38. 38. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.4 USP Alumni NetworkOver 3000 membersRegional events annuallyInternships, jobs and housing for studentsAlumni-coaching 43
  39. 39. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.5 Instrument Website 44
  40. 40. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.5 Instrument Website 45
  41. 41. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study 46
  42. 42. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.5 Instrument ESB Forum & Fair 47
  43. 43. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study3.6 ESB External Branding USPs Good Brand Instruments 48
  44. 44. II. Situation Analysis
  45. 45. 1. Desk Research
  46. 46. II. Situation Analysis 1. Desk Research 2. Field Research1.1 Focus of Studies at the HWR University of Applied Sciences offering studies in Business Business Admini- Economics Business Law Engineering stration for students from Germany and abroad. 51
  47. 47. II. Situation Analysis 1. Desk Research 2. Field Research 1.2 Discrepancy between Facts and Perception Delivered by the HWR: Students perception: 3641 students, 130 international Overall study situation: 1,9 partner universities, 167 exchange Practice orientation: 1,9 students, 480 partners in industry Support for studying abroad: 2,0 Fact-based ranking: Professors perception: International-orientation: 11/13 Recommendation rate: 4,7 % Practice-check: 36,3 / 45 A: Fact-based quality B: Perceived quality Source: Zeit CHE-Ranking 2011 52Top 25 % Medium 25 – 75 % Worst 25 %
  48. 48. II. Situation Analysis 1. Desk Research 2. Field Research1.3 Perception-based Comparison to other UniversitiesOverall situation from a students‘ perspective Best-mark: 1, Worst- mark: 5HWR Berlin HTW Berlin FH Brandenburg ESB Reutlingen FH Münster MBS München 1,9 2,0 1,6 1,5 1,5 1,5 Top 25 % Medium 25 – 75 % Worst 25 % Source: Zeit CHE-Ranking 2011 Recommendation rate from a professors‘ perspective ESB Reutlingen 35% 18% FH Münster 05% HWR Berlin 03% 01% HTW Berlin 01% MBS München FH Brandenburg00% 05% 10% 15% 20% 25% 30% 35% 40% Source: Zeit CHE-Ranking 2011 53
  49. 49. II. Situation Analysis 1. Desk Research 2. Field Research1.4 Fact-based Comparison to other UniversitiesPractice-check Maximum: 45 pointsHWR Berlin HTW Berlin FH Brandenburg ESB Reutlingen FH Münster MBS München 36,5 28,6 23,4 39,5 36,0 34,4 Top 25 % Medium 25 – 75 % Worst 25 % Source: Zeit CHE-Ranking 2011International-orientation Maximum: 13 pointsHWR Berlin HTW Berlin FH Brandenburg ESB Reutlingen FH Münster MBS München 11 7 2 11 12 9 Top 25 % Medium 25 – 75 % Worst 25 % Source: Zeit CHE-Ranking 2011 54
  50. 50. II. Situation Analysis 1. Desk Research 2. Field Research1.5 Zeit CHE-Ranking Summary Perceived positions Fact-based positions High position Low position Task: Close the Gap! 55
  51. 51. II. Situation Analysis 1. Desk Research 2. Field Research1.6 Peception of AlumniAlumni survey among several universities in Germany from 2009:(including HWR, UdK Berlin, University Düsseldorf, University Münster) 4 of 5 students would choose the same course of studies again 73% are satisfied 99 % would with their studies recommend the (average: 66%) study at the HWR Alumni perception of HWR 56
  52. 52. II. Situation Analysis 1. Desk Research 2. Field Research1.7 HWR Branding Efforts - Communication Corporate Design Webpage Image Brochure University Flyer 57
  53. 53. II. Situation Analysis 1. Desk Research 2. Field Research1.7 HWR Branding Efforts - Relationships Career and industry- Mentoring Program related fairs / events Consulting and Marketing Forum Career Service 58
  54. 54. II. Situation Analysis 1. Desk Research 2. Field Research1.8 Summary of Desk Research „Weak utilization of a great foundation.“ 59
  55. 55. 2. Field Research
  56. 56. II. Situation Analysis 1. Desk Research 2. Field Research1.1 External Branding SurveyEvaluate… Relevant attributes Brand awareness Touch- points … to compare optimum and actual HWR situation 61
  57. 57. II. Situation Analysis 1. Desk Research 2. Field Research1.2 Target Group At the end of the day, studying is a tool to be ready for…This leads to the fact that the overall external view of a university is strongly influenced by the view of Companies 62
  58. 58. II. Situation Analysis 1. Desk Research 2. Field Research1.2 How we chose the Companies To get a holistic picture we tried to target small, medium and large companies from inside and outside Berlin / Brandenburg Trendence HWR HWR Employer Career Internship Ranking Service Service 400 company contacts generated through this purposive sample 63
  59. 59. II. Situation Analysis 1. Desk Research 2. Field Research1.2 A few examples… 64
  60. 60. II. Situation Analysis 1. Desk Research 2. Field Research1.3 Methodology Tool • Online survey delivered via E-Mail Timespan • 2 weeks (21.11.2011 -05.12.2011) • 3-5 minutes to answer Question type • Closed questions with pre-defined answers Language • German 65
  61. 61. II. Situation Analysis 1. Desk Research 2. Field Research1.4 Structure – General QuestionsWhat are your main sources for gathering information about universities? Which are the most important attributes when assessing a universities‘ performance? Do you know the HWR Berlin? 66
  62. 62. II. Situation Analysis 1. Desk Research 2. Field Research 1.4 Structure – Evaluating the HWR Situation Which are your maintouchpoints with the HWR? Which attributes do you connect to the HWR? 67
  63. 63. II. Situation Analysis 1. Desk Research 2. Field Research1.4 Structure – Demographical Questions How many people does yourcompany employ in Germany? Where is the German headquarters of your company? Chance to get linked to an additional site with more information about the HWR 68
  64. 64. II. Situation Analysis 1. Desk Research 2. Field Research1.5 Survey Results – Response Response Total answers 62 16% rate Where is the German headquarters of How many people does your company your company? employ in Germany? >100 (Small) 22! 8! Berlin / Brandenburg 16! 100-1000 40! 38! Rest of (Medium) Germany >1000 (Large) 69
  65. 65. II. Situation Analysis 1. Desk Research 2. Field Research1.6 Survey Results – HWR-specific QuestionsCompaniesknowing the HWR 39 63% Aided recall-rate Berlin/Brandenburg: 91 % Small companies: 63 % Rest of Germany: 48 % Medium companies : 69 % Large companies : 61 % Nearly twice as high! 70
  66. 66. II. Situation Analysis 1. Desk Research 2. Field Research1.7 Survey Results – Touchpoints What are your main touchpoints with the HWR? (N=39) What are your main sources to gather information about universities? (N=62) 32%! University homepage 26%! 3%! University rankings 22%! 33%!Internal social network 20%! 14%! Fairs, Events 14%! 6%! Information material 10%! 11%!External social network 7%! 71
  67. 67. II. Situation Analysis 1. Desk Research 2. Field Research1.8 Survey Results – Relevant Attributes Which attributes do you conncect to the HWR? (N=39) Which are the most important attributes when assessing a universities performance? (N=62) 10%! Good graduates 29%! 29%!Practice-orientation 19%! 13%! Quality of teaching 17%! Industry- 28%! relationships 16%! 11%! Internationality 12%! 8%! High awareness 3%! 1%! Quality of research 3%! 72
  68. 68. III. External Branding Concept
  69. 69. 1. Strategy
  70. 70. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.1 Relevant External Target Groups Companies Prospective Students Federal Institutions HWR Sponsors Other Universities General Public 75
  71. 71. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.1 Finding the relevant Target Groups Good overall Companies image like HWR High quality UNIVERSITY Companies studies at BRANDING prefer HWR HWR SUCCESS CIRCLE graduates HWR has Talented talented students students prefer HWR 76
  72. 72. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.1 Relevant External Target Groups HWR Prospective Students Companies 77
  73. 73. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.2 Key-and-Lock PrincipleTarget Group Product Free Space in Positioning Insight Benefit Competitive Environment 78
  74. 74. Which attributes do you conncect to the HWR? (N=39) Which are the most important attributes when assessing a universities performance? (N=62) 10%! Good graduates 29%! 29%! Practice-orientation 19%! 13%! Quality of teaching 17%! 28%! Industry-relationships 16%! 11%! Internationality 12%! 8%! High awareness 3%! 1%! Quality of research 3%!Source: Survey
  75. 75. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.3 Insights of Companies „We need quali ed employees and therefore value a practice-oriented education with international focus.“ Courses in Integrated Good Company english Internships Relations 80
  76. 76. Source: CHE – Indikator im Blickpunkt: Kriterien der Hochschulwahl und Ranking-Nutzung
  77. 77. Source: CHE – Indikator im Blickpunkt: Kriterien der Hochschulwahl und Ranking-Nutzung
  78. 78. Source: Statistisches Bundesamt: Deutsche Studierende im Ausland
  79. 79. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.3 Insights of Prospective Students „I want to study at a good University that allows for a great job and ts my interests– but in a city that rocks! And maybe I’ll do a semester abroad.“ International Berlin, the Large network Courses in multi-cultural of partner Business City english heart of universities Berlin Germany 84
  80. 80. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling 1.4 Free Spaces in Competitive Environment LocationInternationality Practice- orientation 13 45 1 Ranking MarkSource: CHE Ranking, Location: own assumption 85
  81. 81. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.5 Branding StrategyVision We will become the No.1 practice-oriented Business University of Applied Sciences with an international focus in Germany.Positioning „The brilliant international University of Applied Sciences in the multi-cultural heart of Germany, training professionals for the international working world.“ Exciting and multi-cultural Practice-orientation InternationalityUSP location Berlin Berlin, Large Good multi- InternationalReason Integrated Network of Courses in Why Company cultural Business Internships Partner English City Berlin Relations heart of Universities Germany 87
  82. 82. Practice-orientation
  83. 83. Internationality
  84. 84. Exciting and multi-culturallocation Berlin
  85. 85. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.6 Communicative Lead Idea Applied Sciences. Applied Internationality. 95
  86. 86. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling1.6 Communicative Lead Idea e exciting location of Berlin allows you to actually „apply“ the internationality, the HWR o ers! 96
  87. 87. 2. Implementation
  88. 88. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. ControllingOverview Instruments Applied Sciences. Applied Internationality. HWR Experience KNOWLEDGE EXCHANGEAds HWR Package Image Video HWR HWR Applied Ideas Social Media Studentenleben Corporate General Prospects Marketing & Brand the HWR Meet and Consulting Forum PRACTICE Building PRICE/QUALITY Day Greet 98
  89. 89. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling Instrumentstargeting Companies 99
  90. 90. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.1 HWR Applied Ideas •  KNOWLEDGE EXCHANGE HWR Applied Ideas PRACTICE PRICE/QUALITY 100
  91. 91. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.1 HWR Applied Ideas- Structure Input Professors Quality Management •  Marketing •  HRM •  Accounting President Company •  Controlling •  Finance Input Professors 101
  92. 92. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.1 HWR Applied Ideas - Benchmark 102
  93. 93. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.1 HWR Applied Ideas F it with Positoning Practice- Orientation ✓ ✓ Inter nationality ✓ Berlin 103
  94. 94. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.2 Marketing & Consulting Forum – Status Quo Marketing Consulting! Forum Forum KNOWLEDGE Course of lectures Course of lectures about current about current Consulting Marketing topics challenges Language: German Language: English Speech Speech PRACTICE PRICE/QUALITY Attendees: mostly Attendees: mostly students students 104
  95. 95. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.2 Marketing & Consulting Forum 2.0 More attendees of companies Outcome on: Two types: Homepage 1 Company Youtube specific Facebook 2 General topics PRACTICE Workshops & Filmed for problem solving publishing process 105
  96. 96. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.2 Marketing & Consulting Forum 2.0 F it with Positoning Practice- Orientation ✓ ✓ Inter nationality ✓ Berlin 106
  97. 97. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.3 Explore HWR Package KNOWLEDGE PRACTICE PRICE/QUALITY 107
  98. 98. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.3 Explore HWR Package Company focus Internationality Practice Education Intern University Image 108
  99. 99. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.3 Explore HWR Package F it with Positoning Practice- Orientation ✓ ✓ Inter nationality ✓ Berlin 109
  100. 100. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling Instrumentstargeting Prospects 110
  101. 101. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.4 HWR Ad Campaign - Where 111
  102. 102. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.4 HWR Ad Campaign 116
  103. 103. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.4 HWR Ad Campaign F it with Positoning Practice- Orientation ✓ ✓ Inter nationality ✓ Berlin 117
  104. 104. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.5 HWR Studentenleben Sponsored by Authors Target group KNOWLEDGE 118
  105. 105. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.5 HWR Studentenleben - Benchmark KNOWLEDGE Forget about this… PRACTICE PRICE/QUALITY 119
  106. 106. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.5 HWR Studentenleben 120
  107. 107. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.5 HWR Studentenleben 121
  108. 108. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.5 HWR StudentenlebenFree lifestyle magazine•  HWR Applied Internionality•  HWR in the City•  HWR Alumni•  Announcements 122
  109. 109. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.5 HWR Studentenleben F it with Positoning Practice- Orientation ✓ ✓ Inter nationality ✓ Berlin 123
  110. 110. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.6 HWR Meet and Greet DayThe idea:Get away from the dusty „Open Day“-concept and comeup with somethings new that… Still informs Gives a chance to Shows the Tells about theabout important experience diversity of great companyuniversity facts Berlin Berlin and the relationships HWR 124
  111. 111. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.6 HWR Meet and Greet DayThe approach:Join one of several „HWR Adventure Groups“ led by HWRstudents to explore what the HWR is all about. Have a Visit a Sign up campus tour company andonline at and receive listen towww.hwr- information internshipberlin.de material opportunities Meet your Get guided Have a party group at trough the at night in campus cities‘ sights one of the Schöneberg several clubs 125
  112. 112. Sign up for the „HWR Meet & Greet Day“ and experience… Culture Lifestyle Diversity Business
  113. 113. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.6 HWR Meet and Greet Day F it with Positoning Practice- Orientation ✓ ✓ Inter nationality ✓ Berlin 127
  114. 114. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. ControllingGeneral Instruments 128
  115. 115. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.7 HWR Image Video WHY emotional representation of KNOWLEDGE PRACTICE PRICE/QUALITY 129
  116. 116. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.7 HWR Image Video - Benchmark 130
  117. 117. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. ControllingF it with Positoning Practice- Orientation ✓ ✓ Inter nationality ✓ Berlin 131
  118. 118. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.8 Social Media – Status Quo But... PRICE/QUALITY 132
  119. 119. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.8 Social Media – Status Quo 133
  120. 120. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.8 Social Media – Status Quo 134
  121. 121. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.8 Social Media – Status Quo 135
  122. 122. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.8 Social Media – Status Quo 136
  123. 123. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.8 Social Media •  Image •  Alumni •  HWR page •  Improve Video HWR page •  Current •  Career •  Marketing students Service •  Include Forum contact •  Improving •  Faculties groups •  Consulting HWR page Forum •  Receiver oriented •  Student Projects 137
  124. 124. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.8 Social Media F it with Positoning Practice- Orientation ✓ ✓ Inter nationality ✓ Berlin 138
  125. 125. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling2.9 Brand the Building 139
  126. 126. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. ControllingOverview Instruments Applied Sciences. Applied Internationality. HWR Experience KNOWLEDGE EXCHANGEAds HWR Package Image Video HWR HWR Applied Ideas Social Media Studentenleben Corporate General Prospects Marketing & Brand the HWR Meet and Consulting Forum PRACTICE Building PRICE/QUALITY Day Greet 140
  127. 127. 3. Controlling
  128. 128. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling 3.1 Balanced Scorecard – Tracking the Performance - Brand recall-rate (HWR) - Marketing / Branding budget CustomerFinancial - Referral rate (students & (as percentage of total budget) graduates) - Brand equity (HWR) - Number of new company contacts - Relative Market Position M - Number of new applicants (related to the CHE) - Page/Video visitsProcesses Employee 142
  129. 129. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. ControllingOne more thing... KNOWLEDGE WE WILL START RIGHT PRACTICE NOW! 143
  130. 130. Discussion
  131. 131. Questions•  What do you think is the reason for the gap between the facts and the perception of the CHE Ranking?•  Would you follow your University on Twitter?•  Should Universities focus more on Social Media as an information tool?•  Do you have further ideas for improvements? 145
  132. 132. Thank you!
  133. 133. SourcesBeplo, Miriam und Kaiser, Cornelia: Von der FHW in den Beruf. Erste Auswertungen derAbsolventenbefragung 2008/2009 BerlinErhardt, Dominik (2011): Hochschulen im strategischen Wettbewerb, Wiesbaden: Gabler Verlaghttp://www.esb-business-school.de/Habicht, Hagen (2009): Universität und Image, Wiesbaden: Gabler VerlagHachmeister, Cort-Denis & Hennings, Dr. Mareike (2007): CHE - Indikator im Blickpunkt: Kriterien derHochschulwahl und Ranking-NutzungHeiland, Thomas (2001): Marketing und Wettbewerb im deutschen Hochschulsystem, Wiesbaden: DUVKotler, Philip & Keller, Kevin Lane (2012): Marketing Management, 14th edition, Harlow: PearsonUlrich, Georges & Voss, Rödoger (Hrsg.) (2010): Lohmar: Josef Eul VerlagStatistisches Bundesamt (2011): Deutsche Studierende im Ausland, Wiesbaden: StatistischesBundesamt, unter: http://www.destatis.de/jetspeed/portal/cms/Sites/destatis/Internet/DE/Content/Publikationen/Fachveroeffentlichungen/BildungForschungKultur/Hochschulen/StudierendeAusland5217101117004,property=file.pdf 147

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