International marketing procedure

Intent and objectives

To ensure that RMIT University's (RMIT) international marketing effort, including the use of RMIT University's name and logo for branding purposes –

  • is efficiently and effectively supporting the achievement of RMIT's objectives and goals in RMIT's Strategic and Business Plans;
  • aligns with branding and recruitment strategies developed by Marketing and Business Development;
  • is compliant with the applicable legislative/ regulatory requirements;
  • is of an appropriate standard; and
  • is consistent with RMIT's integrated marketing plan and objectives

Scope

University-wide (including RMIT companies and agents and partners where relevant) for international marketing of RMIT

Exclusions

International tendering; international recruitment of staff

Procedure – steps and actions

1. Local or overseas recruitment of international students

Procedure

Responsibility

Timeline

1.1 recruitment of international students for onshore studies: (See under supporting guidelines, flow-charts, checklists for references.)

International Services, working closely with colleges, RMIT Training Pty Ltd and MABD, has the coordinating responsibility for the recruitment of all new international students for onshore programs. The PVC International and Development has oversight of the integrated marketing strategy including the onshore international student recruitment program through a Service Agreement with International Services.

Ongoing

1.1a Develop marketing strategy.

Align marketing strategy with strategic objectives and priorities of RMIT University, consistent with RMIT University's branding guidelines, including consideration of:

  • target market and its demands and expectations;
  • balance in range of offerings;
  • other RMIT programs offered through offshore partners; and
  • other relevant external factors

Within the integrated marketing framework established by MABD, Colleges working closely with the Director Marketing and Admissions, International Services.

Regular (fortnightly or monthly) meetings with colleges throughout the year

In consultation with Director, MABD develop and/use RMIT's marketing media and tools.

International Services working closely with the Director, MABD.

As required

For the recruitment of offshore students for onshore studies, recruitment agents may be used and there will be a process for the selection, appointment and use of such recruitment agents.
Refer to Representatives' Manual.

International Services, under its Service Level Agreement with RMIT, is responsible for the selection, appointment and management of agents, and ensuring agreements meet requirements under the ESOS Act 2000 and the National Code.

International Services selects agents, and reviews agents for retention or culling at the end of each year for the following year. Agent appointments happen some-times during the year as the need arises.

Recruitment of onshore international students for onshore studies.

International Services working with Student Recruitment, MABD.

Ongoing

1.1b Before recruitment of any international students for onshore programs, it must be ensured that

Interested School/Unit in Colleges/ groups/companies to discuss with relevant college managers.

As required

(i) the intention to recruit is consistent with college and profile planning; and

(ii) the program has CRICOS registration.

Program Director

As required

- To obtain CRICOS registration for a program, refer to How to register a new program on CRICOS.

Interested School/Unit in Colleges groups/companies

As required

- Complete a CRICOS application form.

HoS; relevant PVC; Director, FSG; and PVC International and Development sign the completed application form.

As required

- Send completed application form to the CRICOS Coordinator, RMIT International Pty Ltd

Office of the PVC International and Development

As required

Apply to DEST for CRICOS registration.

International Services

Approval must be had prior to offering the program to international students

1.1c Develop and align marketing material and media, ensuring compliance with applicable local and Australian legislation/regulations, and integrated marketing/branding guidelines.

- Education Services for Overseas Students (ESOS) Act 2000

- National Code of Practice for Registration Authorities and Providers for Education and Training to Overseas Students (The National Code)
- Commonwealth Register of Institutions and Course for Overseas Students (CRICOS)
- AVCC Code of Practice in the Provision of Education to International Students
- The AQTF Guidelines (in particular, its standard on Ethical Marketing and Advertising)

with applicable RMIT marketing policy, procedures and/or guidelines.

International Services, working closely with colleges. The Director, MABD, or nominated delegate has final signoff authority on marketing materials.

Ongoing as required. Marketing materials are usually available by the end of July for the following year.

1.2 Recruitment of students for offshore programs: (See under Supporting Guidelines, Flow-charts, Checklists for references.)

Under RMIT's Offshore Award Program Agreements, RMIT International University Vietnam and partner organisations are usually responsible for the recruitment of students for offshore programs.

Ongoing, as required

Definition of content of promotional brochure and other promotional materials.

Partner organisations under the Agreement must seek RMIT's agreement (Program Director/ HoS) in the definition of form and content of the marketing prior to distribution. RMIT International University Vietnam also works within the integrated marketing strategy including branding guidelines. The Director MABD or nominated delegate, has final signoff authority on all marketing materials all of which are to comply with the integrated branding framework.

Ongoing, as required

Generate promotional brochures and other agreed media to advertise Offshore Programs.

RMIT International University Vietnam and Partner organisation (as applicable).

As required

Distribute promotional brochures and other agreed media.

RMIT International University Vietnam and Partner organisation (as applicable).

As required

Develop integrated marketing and promotion activities for on and offshore offerings in a given location with a view to presenting a comprehensive picture of RMIT offerings.

MABD working closely with colleges/schools, International Services, RMIT International University Vietnam, and partner organisations.

MABD to lead

1.3 recruitment of international articulating students:

International Services and Academic colleges that have articulation agreements with international partners.

Ongoing – see under 1.1

  • Develop publications and marketing materials to inform students who might benefit from the opportunities provided by a degree program at RMIT, based on their prior study.

- for offshore programs

- for onshore programs

  • Offshore partners in association with colleges
  • International Services in association with colleges.

Ongoing – see under 1.1

  • Articulating students to onshore programs are managed as part of Admissions procedures in the colleges as new onshore student admissions.

International Services

Ongoing – see under 1.1

1.4 Recruitment of international students for study in Vietnam: (See under Supporting Guidelines, Flow-charts, Checklists for references.)

International Services, working closely with RMIT Vietnam, RMIT Training Pty Ltd. and MABD, has the coordinating responsibility for the recruitment of all new international students for study at the Vietnam campuses. The PVC International and Development has oversight of the integrated marketing strategy through a Service Agreement with International Services.

Ongoing

1.4a Develop marketing strategy.

  • Align marketing strategy with strategic objectives and priorities of RMIT University and RMIT Vietnam, consistent with RMIT University's branding guidelines, including consideration of:

- target market and its demands and expectations;
- balance in range of offerings:
- other RMIT programs offered through offshore partners; and
- other relevant external factors.

Within the integrated marketing framework established by MABD, RMIT Vietnam working closely with the Director Marketing and Admissions, International Services.

Regular (fortnightly or monthly) meetings with RMIT Vietnam throughout the year

  • In consultation with the Director MABD and Marketing Manager Vietnam develop and/or use RMIT's marketing media and tools

International Services working closely with the Director MABD and Marketing Manager Vietnam.

As required

  • For the recruitment of international students for studies in Vietnam, recruitment agents may be used and there will be a process for the selection, appointment and use of such recruitment agents.

Refer to Representatives' Manual.

International Services, under its Service Level Agreement with RMIT and RMIT Vietnam for the selection, appointment and management of agents, and ensuring agreements meet applicable legislative requirements.

RMIT International Pty Ltd selects agents, and reviews agents for retention or release at the end of each year for the following year. Agent appointments happen some-times during the year as the need arises.

1.4b Before recruitment of any international students for RMIT Vietnam programs, it must be ensured that the intention to recruit is consistent with the RMIT Vietnam Board of Management's approval and profile planning.

Vice President RMIT Vietnam or Director Academic discusses with relevant college managers.

As required

1.4c Develop and align marketing material and media, ensuring compliance with applicable Vietnam and Australian legislation/regulations, and RMIT's integrated marketing/branding policy, procedures and/or guidelines. These include:

- AVCC Code of Practice in the Provision of Education to International Students
- The AQTF Guidelines (in particular, its standard on Ethical Marketing and Advertising)
- Ministry of Education and Training, Vietnam.

International Services, working closely with RMIT Vietnam. The Director MABD or nominated delegate, has final signoff authority on all marketing materials.

Ongoing as required

2. Marketing and promotion of activities and services internationally

Procedure

Responsibility

Timeline

2.1 examples of activities and services and their marketing/promotions include:

  • Consultancies – consider publications
  • University promotion in general – consider publications and events
  • Research – consider publications, advertising, events and agent networks
  • Conferences (e.g. on learning and teaching/research) – consider publications, advertising

School/Unit in colleges/groups/ companies interested in marketing their international activities, working closely with MABD/International Services/International Relations/RMIT Training Pty Ltd/RMIT Vietnam/ QCU and Office of the PVC Research and Innovation as applicable.

  • MABD – e.g. for the development of an integrated strategy for marketing and branding; recruitment of students for offshore and onshore programs; university promotion in general; media; international visitors; events; publishing and design; business development of offshore programs, international business/ projects/consulting of a strategic nature..
  • International Relations – e.g. for international visitors, student and staff international mobility programs.
  • International Services –e.g. for recruitment of onshore international students, international consultancies.
  • RMIT Training Pty Ltd – e.g. for recruitment of onshore English language students, establishment of offshore English language programs, provision of support for RMIT short courses and customised courses.
  • RMIT Vietnam – eg international visitors, study tours, study abroad, student exchange, Vietnam corporate training, projects, consulting.
  • QCU – e.g. on AQTF standard for RTO ethical marketing and advertising.
  • Office of PVC Research and Innovation – e.g. for international research activities and opportunities

As required

2.2 Check for compliance with applicable local and Australian legislative/ regulatory requirements and guidelines: (See under Supporting Guidelines, Flow-charts, Checklists for references.)

For Australian legislation and regulations, see under 1.1c.

School/Unit in colleges/Groups/ Companies interested in marketing their international activities, working closely with MABD/International Services/International Relations/RMIT Training Pty Ltd/QCU and Office of the PVC Research and Innovation as applicable. See under 2.1.

As required

  • MABD's marketing policy, procedures and guidelines, including branding, publishing and corporate communication.
  • International Services' provision of information and services by its International Student Administrative Services through its international brochures and forms.
  • RMIT International Relations' relevant policies, procedures and guidelines on marketing, including the University’s Fee-fee Paying Onshore Study Abroad Program marketed by International Services, with the programs coordinated by the Education Abroad Unit.
  • RMIT Training Pty Ltd's internal policies, procedures and guidelines, e.g. on promotion of English language programs.

RMIT Vietnam's internal policies, procedures and guidelines.

School/Unit in colleges/Groups/ Companies interested in marketing their international activities, working closely with MPA/ International Services/International Relations/RMIT Training Pty Ltd/RMIT Vietnam/ QCU and Office of the PVC Research and Innovation as applicable. See under 2.1.

As required

2.3 Provision of advice and/or induction/briefing to staff on international marketing/promotions

MABD, International Relations with International Services/ and colleges/Schools/RMIT Vietnam

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