Improving business strategy in an academic world

As a communication advisor at the University of Twente, I was closely involved in developing a brand management approach for the educational programmes at the university. As we developed insights into the customer journey, I was able to contribute with realistic marketing communication plans. I played a coordinating role between the scientists and the copy writers that we hired.

Our approach resulted in four of ‘our’ Master’s programmes becoming the Top-rated programmes nationally in March 2018, and the other programmes rose by 10 points compared to the year before.

Read more about this project in an article that I co-authored with Kim Bruil and Marijn Keizer-Keijzer.