Using Technology to Upgrade Higher Ed Branding and Marketing

Changing Higher Ed

Nuno Fernandes, President of American Public University System (APUS), joins Dr. Drumm McNaughton to discuss how higher education institutions can leverage technology in marketing and branding and remain affordable and relevant. With his background in business and global education, Nuno brings a unique perspective on transforming the traditional higher education model.

Key Discussion Points

The Unchanging Higher Education Model:

• Higher education hasn't fundamentally changed in nearly a millennium, despite global revolutions in technology and communication.
• The traditional model of professors lecturing to students remains largely unchanged since the founding of the University of Bologna in 1088.

Challenges in Higher Education Branding and Marketing:

• The shift from location-based to online education has transferred power from institutions to students.
• Universities must differentiate themselves beyond academic offerings in a market where quality education is considered table stakes.

Technology-Driven Strategies for Higher Education:

• Leveraging AI and data analytics to create personalized learning experiences and marketing campaigns.
• Implementing 24/7 student support through AI-powered tools, including mental health support.
• Using technology to enhance, not replace, human interaction in education.

APUS: A Case Study in Technology-Driven Transformation:

• Rebranding effort centered around the concept of being "Digital by Nature, Human by Design."
• Implementing AI tools to augment faculty capabilities and improve student experiences.
• Maintaining affordability: APUS increased tuition by only 15% over two decades, compared to the industry average of 300%.

The Future of Technology in Higher Education:

• Predictions of ongoing demographic declines and their impact on enrollment.
• The necessity for higher education institutions to innovate and adapt to remain viable.
• Potential for technology to lower costs while improving quality and accessibility of education.

Three Key Takeaways for University Presidents and Boards

1. Embrace technology and innovation as critical for the success of any university moving forward.
2. Prioritize personalization in both education delivery and marketing efforts.
3. Focus on continuously improving the student experience through technology while maintaining affordability.

Nuno Fernandes emphasizes that the core mission of higher education institutions should be to serve students better every day. By leveraging technology and maintaining a student-centric focus, universities can navigate the challenges of the modern education landscape and create a brighter future for themselves and their students.

Read the transcript on our website: https://changinghighered.com/using-technology-to-upgrade-higher-ed-branding-and-marketing/

#HigherEducation #HigherEdBrandingAndMarketing #HigherEdTransformation

About Our Guest

APUS President Nuno Fernandes is a visionary leader who has succeeded in making online higher education more affordable and accessible while delivering top-quality education and favorable student outcomes. As President, he is focused on a global digital journey that integrates personalized, collaborative, technology-driven learning experiences to prepare students for tomorrow’s challenges and opportunities. Mr. Fernandes has a wealth of experience driving innovation across higher education, technology, and business. He has been APUS President since September 2022. Previously, Mr. Fernandes was president and CEO of Ilumno, the largest online program manager in Latin America and among the top 3 globally (in terms of managed students). He served in roles with increasing responsibilities at Ilumno for over a decade. Mr. Fernandes was instrumental in improving student retention, student satisfaction, graduation rates, and reputation at the company’s owned and partner universities. He also helped expand access to higher education in several countries.

About the Host

Dr. Drumm McNaughton is the founder, CEO, and Principal Consultant at The Change Leader, Inc. A highly sought-after higher education consultant with 20+ years of experience, Dr. McNaughton works with leadership, management, and boards of both U.S. and international institutions. His expertise spans key areas, including accreditation, governance, strategic planning, presidential onboarding, mergers, acquisitions, and strategic alliances. Dr. McNaughton’s approach combines a holistic methodology with a deep understanding of the contemporary and evolving challenges facing higher education institutions worldwide to ensure his clients succeed in their mission.