On Friday 23 October, ACA and DZS jointly kicked off the Study in the Czech Republic initiative webinar series with some 35 participants from around 20 Czech higher education institutions (HEIs). Funded by the STUDY IN initiative of DZS, the Study in the Czech Republic initiative

is a bespoke training program for practitioners in Czech higher education institutions (HEIs) to enhance their capacity and skills in online marketing and recruitment during COVID times and beyond. The series, consists of three webinars initially, began with a big picture perspective of strategizing international marketing and recruitment last week. Subsequent webinars will zoom in to specific contexts of selected world regions and corresponding online marketing and recruitment instruments deemed essential and important for effective outreach to prospective students.  

In the first webinar, Joanna Kumpula, Senior Specialist of Tampere University, presented the concepts of student journey mapping and persona construction to guide the development of key messages for different stages of the recruitment process. Queenie K.H. Lam, Senior Expert of ACA, highlighted the importance of structuring and using relevant national and institutional data for marketing and recruitment strategies, as well as the limitations. The webinar ended with an optional get-together in the STUDY IN ACAdemy Coffee Corner set up for virtual networking after the webinar.

The next webinar is scheduled to take place on November 18.