Source: Office of International Cooperation & Exchange
Written by: Office of International Cooperation & Exchange
Edited by: Wang Dongmei

On Saturday, October 23, Ian Heuer, the international staff member in the Office for Overseas Promotion in SYSU’s Office of International Cooperation and Exchange, presented his speech as a part of the conference’s “Forum on International Student Mobility, Online Marketing, and Recruitment”. He first gave a brief overview of SYSU’s background before presenting a case study of the University’s forays into international online marketing. 
 

Ian Heuer discussing Sun Yat-sen University’s international marketing at the CEAIE Conference in Beijing
 

The Office for Overseas Promotion was founded in December 2013 to strengthen and systematize efforts to brand the University to overseas audiences and prospective students; the office is unique in that includes a full-time international administrative staff member. Mr. Heuer focused on the main topics of “Content” and “Platforms”, noting the importance of establishing a brand identity, generating quality content that is well suited to target audiences, and finding suitable platforms for reaching those audiences. Mr. Heuer also discussed the importance of inter-departmental cooperation within universities to ensuring the success of marketing projects.
 

Ian Heuer (first from left) with his co-presenters outside the lecture hall at the National Convention Center in Bejing
 

Other presenters in this forum included Julian Longbottom from the Netherlands-based study choice platform Study Portals, and Santiago Mateos from the Beijing-based online website optimization firm NetConcepts. Dr. Gretchen Dobson chaired the Forum.

Dr. Wu Xiaoyan, Director of Office for International Students’ Affairs and Mr. Jia Jia, Recruitment Officer of Office for International Students’ Affairs of SYSU also attended the conference.