4. Trend of going abroad
0
15000
30000
45000
60000
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Austria Italy Russia
Source: United Nations data - http://data.un.org/Data.aspx?q=student+abroad&d=UNESCO&f=series%3aED_FSOABS 4
5. Students abroad
Austria Italy Russia
total number of
mobile students
abroad
12.721 39.761 49.585
% of global
internationally mobile
students
0.4 1.1 1.4
outbound mobility
ratio 3.7 1.8 0.5
gross outbound ratio 2.3 1.2 0.4
5Source: UNESCO-Institute for Statistics
6. Students hosted
Austria Italy Russia
total number of
mobile students
hosted
668.619 69.905 129.690
% of global
internationally mobile
students
1.9 2 3.6
inbound mobility rate 19.4 3.3 1.4
6Source: UNESCO-Institute for Statistics
10. Segmentation differences
Austria Italy Russia
21-30 23-28 21-23
Upper Austria,
then other regions
only University of
Bergamo
HSE, then other
universities and
regions
2nd year 2nd year 1st year
business
specializations
finance,
management
almost every
specialization
10Source: hse.ru; jku.at
16. Competitors
+ -
Master Global
Business ACT
• completely global context
involving three continents
• much more expensive than
Global Business
• Global Business is more focused
on finance
Lifelong Learning
Programme (LLP),
Erasmus and ISEP
Program
• long experience over the years
• great variety of countries to
choose
• study plan and exams are not
already defined
• Global Business is more targeted
and focused on specific
subjects
• lower scholarships
Boarding Pass
Program
• program tailored to the specific
curriculum of the students of the
Master MAFIB
• the program does not cover the
whole second academic year
for the students of MAFIB
• lower scholarships
16
Source: IMESS Program Site http://www.imess.eu/; Johannes Kepler Universität Linz Site http://www.jku.at/content; Higher School of Economics Nizhnj
Novgorod Site http://nnov.hse.ru/; Università degli Studi di Bergamo Site http://www.unibg.it/
17. Competitors
+ -
Agreement for
double degree
• educational qualification is fully
recognized in the foreign
country
• clear prospect to find easier a
job in that specific country
• just few universities partner
available
• the program is very focused on
a specific country and not on a
global context
• higher costs and lower
scholarships
Exchange
Opportunities
• long and comprehensive
experience abroad
• the exchange opportunities do
not show a fixed and detailed
program as Global Business
• programs not organized directly
by HSE. No continuity with what
has been studied during the
bachelor degree course
• programs are much more
expensive
17
Source: IMESS Program Site http://www.imess.eu/; Johannes Kepler Universität Linz Site http://www.jku.at/content; Higher School of Economics Nizhnj
Novgorod Site http://nnov.hse.ru/; Università degli Studi di Bergamo Site http://www.unibg.it/
20. • the creation of a unique brand, simple and
captivating in order to induce the students to
associate immediately the brand with the
program in the next years
• the current promotion is not enough appealing:
Country The name of the program
Italy Complementary degree in Global Business
Austria TROIKA or Master Global Business
Russia Global Business
20
22. The main content
• pictures of the three universities
• images of the three cities (including also other cities not
directly involved, such as Milan, Vienna and Moscow)
• additional services such as the Raab-Heim dormitory in
Linz
• short interviews with the students from the previous
years
22
23. Features
duration: from three to five minutes
the same video for the three universities: split of
the costs
promotion in different ways: on the websites
and on the Facebook pages of each university,
on YouTube and on some students pages on
Facebook (ESN, Erasmus Pages)
longer version of the video to show during the
open days
23
25. The main goal - to keep
in contact participants
future students students alumni
25
26. Benefits
exchange practical information for future
students (living conditions, studying)
problem solving for present participants
alumni association
increasing the luxury of the program and so
attract more students
26
29. Online marketing
• target individuals with specific
education background
‣ Italy: very sharp segmentation
• social media as source of information
• like and share with friends
‣ rapid spread with others
• same content in all 3 countries
Economies of scale
29
30. Search engine marketing
• efficient targeting
‣ students actively searching for indicated keywords
• increases visibility of the Global Business program
• visible on the right side
Benefits:
Austria Russia
Keywords
• master program
• international business
• international management
• глобальный менеджмент
• магистратура
30
34. • attracting projects
• attracting firms
• famous firms of each
country
• personal brochure
• communicate emotions
• branding affect “Global
business”
• achieves economies of scales
34
37. Conclusion
• common brand
• creates uniqueness
• desire of belonging to the Global Business Club
• attracts students with required education
background
• advertisings have emotional appeal
• economies of scales
