Leading in Your Role: Marketing for Success


Workshop Introduction


In times of fluid marketing communications across different media platforms the need for a holistic approach for effective brand communication is evident. In today’s world owning and making your school’s brand story heard to create a winning reputation is one of the main pillars of success.

International education has become a fiercely competitive market. International Schools have for many years benefited from demand outstripping supply, enabling schools to pick students that match their mission. However, with ever-growing competition schools are struggling to differentiate their value, understand the needs of families and build a brand that connects with todays market.

School’s require their Marketing, Communications and Admissions Officers to attract families that align with the schools mission and culture. In recent years, though, the number and type of students applying for our schools has changed significantly. This two-day workshop will help participants to understand their school’s brand relative to the market and how to lead key stakeholders through a process that will attract families appropriate to the mission.

Target Audience


This workshop is intended for a member of Senior Management with their Marketing, Communication’s and Admission’s staff to attend as a team.

Workshop Objectives


  • Understand your school’s place in today’s market;
  • Identify obstacles to projecting and evolving your school’s brand;
  • Differentiate your marketing from other schools;
  • Capacity development to lead change; and
  • Outline a marketing strategy to present to your school.

Workshop Agenda


Workshops will commence at 8:30am and aim to finish by 4:30pm. There will be two 15-minute breaks each day and a 45-minute lunch break. The workshop modules will be:

Day 1: Conceptualization – Understanding the landscape and your school


  • How do I find my Story
    • Taking stock of your brand: Review your current status as a brand and your value proposition to the community
    • Gather Insights to identify current road blockers; the needs of today and trends for tomorrow
  • Position your school
    • Develop your USP as a school and understand differentiation
    • Understand how to differentiate and why there are no limits
    • Create a unique brand persona and story
Day 2: Execution: How to execute strategy and the brand story


  • Develop your strategy
    • Develop your approach with tangible targets
    • Aligning the organization and managing change and how to make it stick
  • Execute your strategy
    • Develop a holistic Marketing and Communications Plan
    • Translate strategy and marketing plan into higher admission success by tailoring your message to the audience needs
    • Utilize and align your greatest assets

Workshop Language


This workshop is available for facilitation in English and German.  All written materials will be in English to support the schools working language environment.

Workshop Capacity


Limited to 30 participants (Exceptions can be made to include more)

Workshop Facilitator


PDACADEMIA, a Hong Kong-based international consultancy, will facilitate this workshop. PDACADEMIA helps Educational Institutions align professional development programs with their strategic mission and to overcome organizational challenges. They have developed the topics for this workshop through consultation with ACAMIS school leaders.

Alp Altun


Alp Altun is a lecturer in Strategy Management, Marketing and Branding, Operations and HR/Leadership Courses at the Jiaotong University’s School of Continuing Education’s China EMBA Program in Shanghai, as well as a guest lecturer for these other Business Schools: Skolkovo MBA School in Moscow and the Tongji University in Shanghai.

Alp is on the Board of Active Kidz Shanghai, a non-profit Sports Organization, where he is leading as an Executive Board Member its Marketing and Communications Strategy as well as Sponsorship Programs. He also serves as the Chairman of the Marketing Working Group for the European Chamber of Commerce in Shanghai.

Alp has lead as a Brand and Product Manager in different industries and has over 20 years of work experience in brand building, marketing and business development in Europe and across Asia-Pacific. As an educator, Alp leverages his experience by translating theory into practice; ensuring his students go back to their schools with a plan of action they can confidently present to executive stakeholders.