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Summer Conference 2013: Perspectives on Strategic marketing

June 28, 2013


For our 2013 Summer Conference we revisited Solihull College, an excellent venue much appreciated by our delegates – though some will remember the epic downpours that greeted us there last year and resulted in several delegates and speakers arriving soaked to the skin.

Our format this year was short and sharp, with lots of speakers offering us a range of views on strategic marketing, from why we need a strategy, to working in partnerships, reputation management and building the necessary evidence base. Four of our CMN members also shared their experiences in international marketing, employer marketing, managing brands and developing a cross-college marketing strategy.

There was time for some Q&A as well, with discussion and networking spilling over into lunchtime. Feedback from delegates included:

“Very good day. Useful strategic level context.”

“Great conference, picked up some useful ideas to take back to my college and was interested to hear about other areas of business that I don’t deal with.”

“Useful to hear others colleges’ experiences.”

“Really well put together and varied content. Fast paced and interesting.”


Opening plenary session:
Why strategic marketing?
Ivor Lawrence, Consultant (previously Director of Marketing, Sheffield Hallam University)

Getting the most from strategic partnerships
Harry Greiner, Head of New Media, Marketing & Communications, City College Norwich
Questions to the panel

Reputation and brand strategy:
Reputation management and marketing
Danny Clough, Principal, Colchester Institute

Partnership marketing
Rob Kelly, Commercial Director, Global Radio
Questions to the panel

Building an evidence-based marketing strategy
Fiona Carthy, Director, Carthy Communications


Sharing strategic expertise:
Developing an employer strategy
Shaun Hindle, Senior Director Employment and Skills,  SolihullCollege

A cross-college marketing strategy
Sarah Baxter, Director of Sales & Marketing, BedfordCollege

Managing multiple brands, using Dudley Sixth as a case study
Jane Williams, Strategic Marketing & PR Manager, DudleyCollege

Developing an international strategy
Helen Ward, Head of Marketing & Admissions, ChichesterCollege

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