Branding, marketing and 
                           exporting
        Branding < marketing < 
          exporting
        Marketing is an essential step for 
          Finnish education export
        Branding is a foundational piece 
          in marketing communication
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                        Main topics
         Strategies in marketing
         Challenges in marketing 
         What is the Chinese market 
         Key approaches/tactics to the Chinese 
          market
         An example of Higher Education Group (HEG)
         Experiences from other countires
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       Strategic thinking in marketing & 
                      exporting education I
          We need a systematic and long term commitment, while avoiding 
            one-time deals
          We need to develop packages of modules
          We need to develop synergy between education export and 
            industry export instead of each section operating alone
          We need long term academic capacity building among Finnish 
            HEIs and with top Chinese universities
          We need to invest in the planning and development of the 
            programmes
             No failure allowed
             Importance of Quality Assurance
          We need a localisation approach rather than standardisation
             Importance of partnership with Chinese universities
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       Strategic thinking in marketing & 
                     exporting education II
           We need to first strategically build one overarching brand of “Finnish 
            education”, not many brands of institutions and programmes
              Even together we are a small player in the Chinese markets
              Need to clarify the roles of Finnish actors (HEIs, companies, Ministries, 
              Finpro/FLF)
           We need to identify the main Chinese stakeholders and clarify how to 
            operate with them
              Chinese administration system
              Chinese culture
           Benefiting from the successful Finnish brand, individual educational 
            providers can position their niche market and do marketing
           Need for focused marketing materials and channels
              Coordination needed
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      Objectives of a good branding
         Delivers the message clearly
         Confirms your credibility
         Connects your target prospects emotionally
          Motivates the buyer
         Concretes user loyalty
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