19 - 20 June 2008
Hotel IBIS Mala Strana / Prague / Czech Republic

Moderator: Mr Etienne Cazin / CampusFrance

18 June 2008

Arrival & check-in of participants

20:00 Meeting in the lobby
Welcome dinner in the hotel

19 June 2008
OVERALL STRATEGY

8:30 - 9:00 Registration

9:00 - 9:10 Official Opening of the Seminar

9:10 - 9:40 Promotion of Higher Education in a Globalization Era
Speaker: Christian Müller, Head of Division 23 Communications and Marketing, Executive Director of GATE-Germany and Etienne Cazin, Co-ordinator for Europe and the Middle-East, CampusFrance
• Trends
• Country Policies

9:40 - 10:25 DAAD General Presentation
Speaker: Christian Müller, Head of Division 23 Communications and Marketing, Executive Director of GATE-Germany
• Historical background of marketing activities within DAAD
• Target countries
• Functioning (including financing)

10:25 - 10:45 Coffee break

10:45 - 11:30 CampusFrance General Presentation
Speaker: Amaëlle Mayer, Asia Department and Etienne Cazin, Co-ordinator for Europe and the Middle-East, CampusFrance
• Historical background
• Target countries
• Functioning (including financing)

11:30 - 12:30 Instruments of promotion
Speaker: Ulrike Koch, Head of Section Europe, Latin America
and International Higher Education Marketing, German Rectors' Conference
• Which promotion for which context/target?
• Role and advantages of different media.
• How to make good and resounding advertising/marketing material?

12:30 - 14:30 Lunch

14:30 - 15:30 Online services for international students
Speaker: Ulrike Koch, Head of Section Europe, Latin America
and International Higher Education Marketing, German Rectors' Conference
• Search engines (scholarships, academic programs...)
• Online assistance
• Alumni services
15:30 - 16:00 Coffee break

16:00 - 17:00 Cooperation between HEIs
Speaker: Etienne Cazin, Co-ordinator for Europe and the Middle-East, CampusFrance
• Size matters: networks and mutualisation
• Services CampusFrance offers to HEIs
• European partnerships
Evening Dinner at Restaurant „U Pinkasu", Jungmannovo nam. 16/15, Praha 1

20 June 2008
ACTIVITIES IN THE LOCAL CONTEXT

9:00 - 10:30 Local offices
Speaker: Amaëlle Mayer, Asia Department, CampusFrance
• Different kinds of local offices
• How to work with Embassies
• Management of a local office: financing, activities, human resources, training...

10:30 - 11:00 Coffee break

11:00 - 12:30 Event marketing and event management
Speaker: Christian Müller, Head of Division 23 Communications and Marketing, Executive Director of GATE-Germany and Dorothea Uhle, Head of DAAD Prague
• Different kinds of Education Fairs
• Organizing a Fair: technical, organizational and financial issues
• Case studies

12:30 - 14:00 Lunch

14:00 - 15:00 EU strategies for promotion
Speaker: Louise Watts, International Programs Coordinator, CampusFrance
• Description of EU initiatives in HE promotion
• Global strategy
• Case studies and future trends
15:00 - 16:00 Extended discussion session

Conclusions and recommendations