About the Marketing and Student Recruitment Unit
The Marketing and Student Recruitment Unit manages the recruitment of local undergraduate students into courses at the University of Sydney. Structurally, the Unit sits within the Registrar’s Division, which is within the Academic and International Portfolio.
Staff within the unit
| Title | Phone | Responsibilities |
|---|---|---|
| Director, Marketing and Student Recruitment | 9351 5613 | Team management, marketing planning, strategy, publicity and advertising programs, market research programs, liaison with senior management, applicant tracking system |
| Events and Schools Liaison Manager | 9351 4002 | Event management, management of the schools database, management of careers markets, management of schools tours and visits program, management of the Schools Liaison Program. |
| Marketing Information Manager | 9351 7822 | Management of communication campaigns, management of marketing information systems (such as the Applicant Tracking System), management of 1300 Helpline and Email a Student, management of the student ambassador program, market research. |
| Schools Liaison Officer | 9351 7335 | Schools Liaison, coordination of University participation at careers markets, Event assistance, organisation of the campus tours and school visits program, coordination of the Academic Excellence Awards, coordination of mailouts. |
| Administrative Assistant (Marketing) | 9351 7411 | 1300 Helpline service, email enquiries, publication and general office assistance. Representation of University at careers markets. |
| Student Ambassadors | Careers markets, tours and visits, event assistance, staffing Helpline, data entry, email a student program | |
| Event Ambassadors | Event assistance |
Unit responsibilities
To facilitate the recruitment of the most able local undergraduate students directly by:
- providing an information service to prospective students;
- running marketing and local student recruitment events;
- undertaking market research;
- providing strategic direction to the University’s local student recruitment program;
- liaising with high schools;
- providing marketing advice to senior University management;
- undertaking cost-effective marketing initiatives;
- acting responsibly and ethically;
- providing central support, advice and expertise to faculty and college marketing managers, Deans and other senior members of staff;
- providing vehicles through which faculties can successfully market their programs;
- providing advice on overall University market positioning and strategy; and
- running honours recruitment campaigns.
Marketing and communication principles
Research
Where possible, we will make marketing decisions on the basis of marketing information (including UAC stats) research and evaluation.
Accountability
We will aim to always measure effectiveness of marketing activities against objectives.
Consultation
The Unit will consult widely with the University community and ensure all marketing activities will occur harmoniously. The Unit’s expertise and guidance will be offered to faculty and college marketing staff.
Direct and targeted promotions
The Unit will use less indirect and more direct methods of communication. Methods such as databasing and direct mail will be chosen over mass-advertising campaigns.
Customer focus
The Unit will provide optimum customer service and follow-up for prospective students through the help-line, events and other services. Contact where possible will be tracked using the applicant tracking system.
Focus on quality
The Unit’s activities focus on the recruitment of quality students.
Maximum use of current students
The Unit will make maximum use of currently enrolled students to promote the University.
Web based strategy
The Internet and electronic communication will increasingly be the medium of communication with target audiences.
Focus on careers advisers
Careers advisers will be a focus of the Unit’s schools liaison activities. The Unit will provide support for activity directed at other teachers where required.
Word of mouth marketing
Central to the activities of the Marketing and Student Recruitment Unit are “word of mouth” marketing principals. Word of mouth marketing aims to “get people talking positively about a product”
Academics as marketers
Marketing isn’t only carried out by marketing staff. Academic staff need advice and support for their marketing activities and it is the role of the Marketing and Student Recruitment Unit, Faculty and College marketing managers to provide this advice.
Marketing crosses boundaries between academia and administration
Marketing is not only about distributing information and running great events. At the heart of marketing are the traditionally academic issues of brand and product.
Integrated marketing
Integrated marketing is the coordination of all marketing and communication assets to create a compelling brand identity. The Marketing and Student Recruitment Unit recognises that marketing is a partnership between faculties and “the centre’ and will undertake activities that provide maximum cooperation and coordination.