Case Study

Business School Lausanne

“We plan to continue working with HEM for two reasons. First of all, they can do magic in digital marketing. Secondly, they have a deep understanding of student recruitment data and we can tap that in our recruitment efforts.”

David Claivaz, ACTING DEAN.

HEM Case Studies - Business School Lausanne

The school, founded in 1987, offers a wide range of business programs, including at the bachelor’s, master’s and doctoral levels. It also delivers shorter ones, such as an executive MBA and corporate training. Students come to the Lausanne school from more than 40 different countries across the globe.

Business School Lausanne has just 160 students, giving learners the opportunity to work closely with faculty. However, its small size means that it can only conduct limited marketing.

As a result, BSL has a smaller marketing budget and team than some of its competitors with bigger enrolments. Claivaz wants to keep it that way.

“We are committed to focusing our budget on teaching and learning. It’s not fair to students that their tuition should go to marketing instead of the classroom.”

That requires being savvy. “HEM has helped us to understand that each program has its own logic,” Claivaz notes. “Every one has a particular season for recruitment and this can vary by the countries where we are reaching out to potential students.”

HEM’s vast experience in higher education allows the school to target markets and spend its advertising budget effectively. “HEM has a solid understanding of how and when to market each type of program – there are big differences between them.”