Main Responsibilties
1. Develop all promotional materials for using internal resources and external agencies so that potential students, agents etc receive accurate and reliable information on courses
2. Develop and implement communications campaigns with appropriate media to attract enquiries from prospective students and agents. (Advertising, direct mailings, newsletters etc)
3. Develop a reliable and accurate marketing information system (statistics, target market info, competitor research etc) to facilitate strategic decision making for marketing & management purposes.
4. Develop and maintain a database of student, academic and agent contacts to facilitate customer relationship management & direct mailing to recruit prospective students.
5. Represent company at relevant conferences and events and visit overseas agents and clients to promote our courses and recruit students. (China)
6. Managing the marketing & promotions budget to meet the student targets in the most cost-effective manner.
7. Prepare an annual marketing report to facilitate strategic decision making by management.
Planning and Organising
1. Planning marketing and promotions strategies over a 1 – 3 year period and presenting these to management for discussion and agreement.
2. Planning and organising the production of promotional material (print & online) up to one year in advance to ensure that deadlines are met.
3. Planning and execution of communication campaigns for all courses (advertising, direct mailing, CRM) a year in advance to facilitate lead in times of prospective students.
4. Planning, organising and carrying out overseas trips up to a year in advance.
5. Planning the allocation of the annual marketing budget to cover all aspects of the marketing plan that year.
Problem Solving
1. Problem: low student numbers on specific courses. The job holder is responsible for advising other members of the management team of possible solutions and for then implementing them as appropriate.
2. Problem: lack of marketing infrastructure / materials eg information systems. The job holder seeks out possible solutions and implements inline with budget.
Decision Making
1. In general, the job holder identifies and implements key marketing activities as per the marketing strategy. Collaboration is generally sought from the director of the institute on larger projects eg redesign of website, overseas travel.
2. Decides on which publications to advertise in.
3. Decides on allocation of marketing budget inline with marketing strategy.
4. Determines own work load and prioritisation.
Knowledge, Skills and Experience Needed for the Job
- Appropriate first degree.
- Professional qualification in Marketing.
- Wide knowledge and experience of consumer and marketing (China and Singapore education system)
- Project management skills
- Strong communication skills (Chinese and English)
- Strong organisational skills
- Innovative & strong initiative
- Able to travel
- Able to work long hours including weekend.
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