Institutional Positioning (Marketing & Communication)


ICG has authored in-depth research reports on positioning academic institutions and education systems, and frequently presents research and case studies at conferences.  Our analysis tool kit contains 35 marketing and communication tools, as well as the eight-factor Academic Brand MatrixTM.


University engagements include the creation of a 176-page development roadmap for the flagship M.A. degree at the John-F.-Kennedy-Institute at the FU Berlin, the international re-positioning and structural re-shapening of a professional degree at King's College London, and the development of a communication and marketing roadmap for an international, multi-institutional liasion office.


The Practice Area is headed by Dr. Rainer Haarbusch (bio) (e-mail).


Presentations and publications regarding institutional positioning issues can be found here.