Course curriculum

Learning goals

Upon successfully completing the course, you will be able to:
  • Describe the key strategic questions that need to be answered before embarking on online student recruitment campaigns;
  • Understand how to budget for digital marketing campaigns realistically; estimating cost in relation to expected results;
  • Understand the difference between search, broad outreach and early outreach campaigns;
  • Describe key university website features and potential pitfalls
  • Identify effective ways to follow-up with prospective students, both in automated and non-automated ways;
  • Obtain and/or calculate the most important Key Performance Indicators (KPIs) in relation to student recruitment;
  • Analyse KPIs and be able to identify key areas for improvement;
  • Evaluate online recruitment campaign proposals and progress reports;
  • Collaborate effectively with external marketing agencies.
learning goals

Training format

This programme is delivered as a self-paced e-course with live webinar components.

Individual (EUR 670)

After the initial intake interview, you’ll get a login and can work through the course materials at your own pace. In the application assignments, you will analyze your own institution’s setup and will identify opportunities for improvement. At set moments, you’ll have the chance to schedule a live one-to-one coaching call with me. During the call, we’ll run through your assignments and you’ll have the chance to ask questions.

In-company (EUR 4700)

The programme is also available in in-company format for Universities for groups of up to 12 participants. After the initial intake with the lead participant, all participants will get access to the full resources - and this will be supplemented by two half-day live group webinars, so you can work together as a group, and dig deeper into challenges that are specific for your institution.

To further ensure you can successfully apply what you learn, there is a final check-in call with the lead participant 3 months after course completion.

What's included?

This fee includes permanent access to the digital course materials, scheduled live sessions with Guus Goorts, and recordings of the live sessions.

learning goals


Resulted in tangible plans of action

Douglas Proctor - Irish University Association

The Irish Universities Association (IUA) was delighted to facilitate access to the e-course on "Fundamentals of Online Student Recruitment" for a group of staff working across its seven member universities. This training enabled 31 seasoned professionals in the Irish higher education sector to gain valuable new insights into their work in an online context, as well as tangible plans of action to support future student recruitment.

Excellent course, thorough and good format

Alison Cooke - Maynooth University

Grew my confidence in running campaigns or appointing an agency

Johanna Walsh - NUI Galway

The course is extremely helpful, particularly for colleagues working in student recruitment but perhaps not with extensive marketing background. I would also recommend the course to colleagues that are based in a College/Faculty within a University. I think the format of covering the chapters mixed in with assignments prior to the class time is good as you cover all of the material and then have the opportunity to review aspects and have considered the learnings prior to the class discussion. I would have much better confidence in running a campaign or appointing a digital marketing company to promote my University, following the completion of this course.

International Marketing & Student Recruitment Senior Specialist

Efe Carlık

This course is a must for colleagues who want to improve their abilities and knowledge in digital marketing for student recruitment. The course made me see the bigger picture of digital marketing and brought ideas about how can we aggregate all digital marketing efforts to serve the ultimate strategy.


Get in touch with me!