The 2019 edition of the Studyportals Academy will draw insights from the experience of multidisciplinary higher education experts and complement them with the practical skills you need to execute on your newly acquired ideas. 

Compile your individual programme by choosing from a variety of topics:

Monday 28th of October

09:00 – 09:45

Welcome and Registration


09:45 – 10:30


Edwin van Rest &

Prof Jo Ritzen, former Minister of Higher Education and President of Maastricht University

Academy Opening

10:30 – 12:00

Mathias Falkenstein & Olga Scholderer

Benchmarking as a Strategic Tool to Manage Internationalisation

The session seeks to answer the most relevant questions on benchmarking and how to use it strategically as a tool to enhance and promote internationalisation of the institution, recruitment markets, and faculty/student quality.


10:30 – 12:00

Meltem Rijkers-Oktay & Mykolas Knasys

Google Analytics for Higher Education 101

Online marketing is becoming increasingly important in the higher education sector. Not only is it highly effective; it is also highly measurable. This workshop will focus on the importance of Google Analytics for international marketing and recruitment. It combines solid background information with practical examples of how to effectively analyse and apply web statistics.


10:30 – 12:00


Aimee Kleinman & Lydia Harwood

International Student Recruitment Strategy Development

Developing a strategy (or multiple!) for international student recruitment will ensure energy is focused on the activities that are likely to have the greatest success. This session will showcase three established strategy models: GE, Ansoff and the Value Proposition Matrix, looking at what they are, how they work, and how they can be applied to student recruitment marketing to develop to develop strategic approaches that can be confidently shared. Through this session, participants will understand: the role that these business models can play in developing marketing strategies in higher education, the advantages and disadvantages of each model, how they can be applied to student recruitment marketing and how to approach implementation.

12:00 – 13:00

Lunch break


13:00 – 14:30


Burcu Șen & Meltem Rijkers-Oktay

SEO Do's and Don'ts for Higher Education

Do you optimise your website for the best SEO results? Which combination of keywords do you use and why? During this session, we will dive into the must dos and don'ts of SEO and see how it can be applied in higher education: you will be able to attract the right student audience with a good SEO strategy.


13:00 – 14:30


Raul Ranne & Levent Gasgil

Closing the Loop: measuring ROI

So you have your resources allocated, your team recruited and all your marketing activities planned out. Over the last couple of years you have also seen some positive movements in recruitment and have a more diverse cohort of internationals than ever. Maybe you are wondering how to pull all these activities and data together to bring your recruitment activities to the next level. If you want to hear about industry benchmarks and set more ambitious KPIs for your online recruitment activities from discovery through engagement, application and retention this session is for you.

13:00 – 14:30

Lydia Harwood & Aimee Kleinman

Building a University Brand in a Crowded Market

What is a University Brand and why should it matter to you? This session will cover how to develop and strengthen your institutions’ brand to build emotional connections and increase awareness. We’ll review best practice examples from within and beyond higher education.


14:30 – 15:00

Coffee break


15:00 – 16:30

Jaime García-Rebollo Martínez

Nurturing Students from Click to Enrolment

This session will cover:

Buyer persona: why is it important and how to define it.

Lead scoring: what is the relevant criterion and how to use it.

Marketing automation: how to set the workflow.


15:00 – 16:30


Meltem Rijkers-Oktay & Mykolas Knasys

Google Analytics for Higher Education 102

This workshop is intended for those who already have a basic understanding of Google Analytics but who want to delve a bit deeper and learn more about how this powerful tool can help drive successful international recruitment. The workshop will cover topics such as goals & events, multi-channel tracking, attribution models and more.


15:00 – 16:30


Charlotte M’Doe & Greg Long

Identifying & Selecting New Markets - Part 1

The changing national and international landscape has meant increased competition and having to operate in a crowded yet uncertain recruitment environment. This session will help you identify which new source markets are right for your institution using data that is available internally and externally, as well as, learn from the experiences and methods employed by University of Groningen.

Activating New Markets Through Digital Recruitment - Part 2

Attend this session to develop digital recruitment plans for strategic enrolment management and international enrolment diversification. Explore practical approaches to targeted lead generation, personalised conversion techniques, customer service, and content strategy. Greg will share the experiences from Centennial College on diversification and in particular a case study on developing new markets in Latin America and the Caribbean via digital engagement.

16:45 – 17:30

Ask a Student

No better way to learn about studying abroad, the decision process, attractive messages, effective channels and effective approaches than from students themselves. In this session you can ask them anything!

18:00 – 21:00

Reception and Dinner

Tuesday, 29th of October

08:30 – 09:00

Welcome Coffee


9:00 – 10:30


Michelangelo Balicco & Arianna Malavasi

International Recruitment: The omni-channel approach to enter a complex market

The session covers the strategic and tactical decisions related to the design and management of different recruitment channels, adopting an evolutionary perspective. Different phases and approaches can be identified mainly depending on the characteristics of the market we are planning to enter. Practical examples on how we have implemented a multichannel approach to enter a complex market will be shared.
During the session we will analyse how any channel relationship involves, at the same time, an economic and a social dimension that needs to match. The session will finally sketch the role of trust in channel management.


9:00 – 10:30


Manuel Frutos Perez & Laurens Vehmeijer

Launching New (Online) Programmes - Part 1 (theory)

Cambridge Education Group Digital partners with UK universities to help create, market and deliver online and blended study programmes. Given the costs involved, research into the market potential of these programmes is a vital part of choosing which programmes to launch. Join us to see how CEG Digital does their research.


9:00 – 10:30


Den Tserkovnyi & Berkay Taskin

User Research for Digital Products: whys, whats and hows

We often talk about students' online behavior based on numbers and analytics. However, why they act in a certain way is sometimes left to the assumptions. At Studyportals we try to go beyond those assumptions by using a wide range of methods and tools for user research. During this session, we will share our workflow and recommendations on how you can benefit from asking students the right questions at the right moment to build better digital experiences.


10:30 – 11:00

Coffee break


11:00 – 12:30


Manuel Frutos Perez & Laurens Vehmeijer

Launching New (Online) Programmes - Part 2 (practice)

In the previous session, Cambridge Education Group Digital talked about how they do their research into the market potential for programmes. In this follow-up workshop, we will do this research in practice for a given university, using a variety of data sources.


11:00 – 12:30


Meltem Rijkers-Oktay

Marketing Data Analysis and Interpretation: The Beauty & The Beast

One marketing data set can result in multiple analyses and interpretations. The way you visualise it and what analysis you run makes a huge difference in the outcome for your marketing strategy and decisions. We’ll show you the beauty and the beast within one set of information.


11:00 – 12:30


Andrew Disbury

HEIs Outside-In: How to meet external challenges by being effective within

The operating context of higher education institutions (HEIs) changes ever more rapidly and, in many parts of the world, is overtly hostile commercially and politically. This requires HEIs to become ever more alert to external forces, and agile in anticipating and responding to them. This session will encourage participants to identify key facets of their institutional environment, internal and external. Delegates will then discuss tactics for managing the external by being effective internally, whether as leaders or team members. We will examine how an individual’s locus within an HEI is a unique prism through which to analyse the surrounding world. Finally we will learn how everyone has a role in influencing, persuading and leading others to achieve what needs collectively to be done.


12:30 – 13:30

Lunch break


13:30 – 14:15


Adam Chassin, former Head of Business at UBER, Head of Global Business Development at Amazon & Yahoo

The future of university marketing through the lens of digital giants

Q&A with Adam Chassin




Arthur Torsij

Closing Remarks


14:30 – 16:00


Celia Felipe & Marija Kordumova Puroski

OPTIONAL SESSION: Innovating with Studyportals

'The best thing of great partnerships is innovating together'. In this session we will give a short update on Studyportals' recent improvements and innovations inspired by the challenges of students and HE institutions. What matters to you is input for our future product innovation. In particular, we're interested to hear your view and ideas on essential criteria and perspectives for quality 'match-making' between students and university programmes.


14:30 – 16:00


Thijs van Vugt

OPTIONAL SESSION: Take a Test Drive! Use our Students Insights Dashboard

In this session we will give a short introduction/update on the Studyportals' Student Insights Dashboard before handing the wheel over to you, so to speak. You will be able to try out various data dashboards (e.g. Cities of origin and destination, Student Segmentation, Product Market Explorer that have been developed in the last 2 years. Your feedback and ideas can assist us in future product development and innovations.


16:00 – 17:30

OPTIONAL: The Hague Guided Tour


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