On 24-26 May 2002 ACA held, in collaboration with its French members Égide and EduFrance, an exclusive seminar devoted to the marketing of higher education. The key issue addressed during the seminar was marketing as part of the new world order in higher education. The participants looked at its relationship to other major trends in higher education worldwide, enquired into the different forms of motivation for marketing, discussed the relationship between marketing and ethics, explored the link between internationalisation and marketing, and tried to find an answer to the question if "Europe" is marketable.

The seminar was addressed by the renowned academic leaders like Dr. Andris Barblan, Secretary General, European University Association (EUA), Geneva, Switzerland, Dr.Eva Egron-Polak, Secretary General, International Association of Universities (IAU), Paris, France, Dr. Denis Blight, Director General, CAB International, Wallingford, UK and other specialists.

The seminar took place in Dijon. Participation was concentrated on the leaders from national and international agencies and associations engaged in international education, as well as specialists from the field and representatives of international and supra-national organisations. The seminar "Marketing Education Worldwide" was part of a larger programme, which familiarised participants with the cultural, scenic and culinary delights of Dijon and Bourgogne.