“In the madness of the day and among all the global developments, you want to forget that the gold is simply in your own safe. The collaboration with Branddoctors keeps our view of our distinctive character razor-sharp ”.
Future of WUR: From dot on the horizon to concrete plans
How do we map out the challenges and opportunities that arise from the disruptive developments in the education market? What is the vision of where the market is moving? How do we translate that dot on the horizon into concrete plans to get started tomorrow, for the university as a whole and for marketing and study information? Wageningen University and Research (WUR) came to Branddoctors with these questions.
From disruptive developments to impact
Together with the WUR marketing team, we delved into the global macro trends: globalization, digitization, urbanization, climate change, demographic changes. As a first step, we jointly mapped out the impact of these macro trends on the WUR education business model. We then zoomed in on the opportunities and challenges that this entails.
Due to globalization, there is a strong increase in (international) prospective students. That's an opportunity. At the same time, competition from all kinds of international parties is also increasing. This is a challenge.
From impact to plan
We then mapped out the impact on marketing and study information. We formulated a meaningful response for each theme for marketing and study information. An example:
To be able to see the forest through the trees, the prospective students need objective comparisons using rankings. Marketing and study information will therefore have to pay more and more attention to rankings in response.
All these reactions together form the pillars of the five-year strategy of marketing and study information. As a final step, we filled in these pillars for the coming year. In co-creation, for example, we came up with concrete plans that the team can work with immediately.