Blue

1. First role play

Course Director

You’re the Course Director of BSc Marketing and are seeing a steady decline in applications over the last 3 years.

Conversion is pretty good (once they see your open day presentation they are bought in) but it’s getting harder to get them in the door.

You’ve called in the Faculty Marketing Manager to discuss alternatives.

You want to explore:

• How get more students interested in your programme

• Doing more with social media

• How to give students a sample of the course without getting them on to campus.

2. Second role play

Faculty marketing manager

You’re the Faculty Marketing Manager of a Business School.

Your Dean is intent on launching a “micro MBA” to reach an audience of younger professionals.

Yikes.

You know the MBA market is static at best and in order to compete, a single campaign just won’t cut it.

Convince your Dean that:

• Growing a loyal audience of young professionals will attract stronger candidates

• Why it’s easier to reach this audience via content marketing

• How content marketing can support a paid media campaign

You may also want to make some initial suggestions for a content initiative