I had a background in higher education marketing and began working for EDHEC in International Admissions. We’re of Europe’s top 15 business schools, and our brand is prestigious, yet down to earth.ĮDHEC Business School is a brand that completely grew on me. From our three locations in France-Lille, Nice, and Paris-to our locations in London and Singapore, we prepare our students for the ever-changing world of business in making a positive impact. Since 1906, EDHEC Business School has prepared our graduates to step into roles as business leaders, managers, and innovators. We’re living in a new, digital world now, and our marketing needs to reflect our new reality. It’s no longer enough to lead a prospect down the marketing funnel and woo the desired candidates into our esteemed programmes. We work closely with our sales departments because we must tightly intertwine our marketing message with the relationship that our prospective students are building with the sales team. My team at EDHEC Business School and I have fully embraced it in our brand voice, distribution channels, and prospecting campaigns. The flywheel model is something that I truly believe in. But we can be sure of one thing: the customer-or, in my case, the student-must be at the heart of all marketing activities or campaigns. We may not know where customers first encounter a brand or where prospective students first discover a school or university. The marketing funnel itself has been rightfully questioned in favour of the flywheel model, which focuses on keeping customers happy, driving referrals, and helping your company increase sales. Marketing, especially in the world of academia, is changing.
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