(1) Charles Darwin University (‘the University’, ‘CDU’) engages with a range of stakeholders including prospective students, current students and alumni for the purposes of promoting the university. The University is committed to ensuring the marketing of its education, training and research is accurate, ethical and maintains the integrity of the Higher Education and Vocational Education and Training sectors. (2) The University must have a consistent, consolidated and coordinated approach to marketing that complies with relevant acts and regulations to provide education and training to students. (3) This policy outlines the responsibilities of various departments in the University relating to marketing and ensures that all operations and activities are conducted in a way that ensures the University meets its obligations. (4) This policy applies to all marketing, sales and promotional materials produced or distributed for the purpose of recruiting students in Australia and overseas by the University or its (5) This policy includes print and electronic media, social media, in-person engagements, telephone calls and events. (6) The University logo and identity should be utilised as brand marks unless otherwise permitted. Other logos, slogans, or tag lines shall not be created or used to represent (7) The Vice-Chancellor, together with the Chief Marketing and Communications Officer, may approve exceptions for special logos for national research centres and Cooperative Research Centres, which are required to design a distinctive logo under Commonwealth grant arrangements. (8) The CDU logo and corporate identity must be used in accordance with the Brand Style Guide established and maintained by Marketing, Media and Communications. (9) The use of the University name, logo, or tagline, whether developed by the University or third-parties, must be reviewed for corporate identity compliance and authorised by Marketing, Media and Communications or CDU Global. (10) Members of the Vice-Chancellor's Advisory Committee are responsible for ensuring their staff adhere to the approved Brand Guidelines. (11) Any work produced for external audiences, including but not limited to publications and marketing materials (printed, electronic, and audio-visual/ video content), must be handled by designers, producers, or vendors approved by Marketing, Media and Communications or CDU Global. (12) Application of the logo by third parties must be pre-approved by Marketing, Media and Communications or CDU Global. (13) The Vice-President Global and External Relations, Chief Marketing and Communications Officer and Director CDU Global are responsible for maintaining compliance and implementing systems and processes to maintain compliance with this policy and the relevant legislation and regulations including the National Code of Practice for Providers of Education and Training to Overseas Students 2018 Part B – Standard 1 – Marketing information and practices, the Education Services for Overseas Students Act 2000, Higher Education Standards Framework (Threshold Standards) 2021, Standards for Registered Training Organisations, Privacy Act 1988, Spam Act 2003, and the Tertiary Education Quality and Standards Agency Act 2011. (14) In order to ensure compliance with the standards, the following must be applied to all published and online student recruitment materials: (15) Marketing, Media and Communications creates and implements marketing and communication strategies to attract domestic students to apply for CDU courses and programs. In addition to this, the department manages strategic brand communications, as well as course-specific marketing strategies in partnership with the (16) Marketing, Media and Communications manages the outreach and interactions with schools, educators, careers counsellors and education agents in Australia. Any requests to engage in school activities relating to student recruitment should be directed to the Student Recruitment and Events Manager to ensure a uniform and effective approach in managing relationships with schools. (17) Domestic recruitment events such as open days, career expos, webinars and information sessions are managed by Marketing, Media and Communications. No other department of the University is permitted to have separate presence at events where the University is already represented, unless otherwise approved, in writing, by the Chief Marketing and Communications Officer. (18) As a higher education provider, CDU must ensure that marketing of the University is in accordance with the Higher Education Standards Framework (Threshold Standards) 2021. According to the Framework, as a higher education provider, CDU must: (19) The Standards for Registered Training Organisations (RTOs) 2015 has stringent guidelines for marketing of Vocational Education and Training programs. In particular, the University must ensure that it is complying with the below standards: (20) The standards above are explained in detail below, the University must ensure that: (21) The University’s name and CRICOS provider number must be included in the footer of the University website and all marketing materials intended for international students. Prospective international students are often already in Australia, and in order to ensure compliance, the CRICOS number should be added to all marketing and promotional materials. This includes, but is not limited to: (22) The University will only promote full-time study options to international student visa holders. In publications targeting both domestic students, international students, non-student visa holders, and listing part-time study options, a note will emphasise that international student visa holders must adhere to their (23) The University will only promote courses which are CRICOS registered to international students. No courses will be made available for enrolment on any of the University’s marketing materials until CRICOS registration has been approved. (24) Standard 1: Marketing Information and Practices of the National Code contains information on what information universities should provide to prospective and current students. (25) In relation to the above CDU marketing material must not give false or misleading information or advice in relation to: (26) The University values privacy and information security and complies with legislative requirements. All staff with access to information collected for marketing purposes must manage that information in accordance with the including the Direct Marketing Association Code of Ethics Telemarketing Code of Practice and Privacy and Confidentiality Policy. (27) Marketing, Media and Communications and CDU Global will work collaboratively with other organisational units and external stakeholders in developing a consistent and coordinated approach to marketing and student recruitment in line with the University branding guidelines, CDU Strategic Plan, Global Enabling Plan, and government and industry regulations. (28) CDU Global will: (29) Marketing, Media and Communications is responsible for: (30) Marketing, Media and Communications is responsible for approving and managing outgoing sponsorship arrangements on behalf of the University. These sponsorships may include the University paying for some or all expenses associated with a project, event or activity in exchange for recognition. (31) All sponsorship requests must be approved by the Chief Marketing and Communications Officer. (32) Marketing, Media and Communications appoints and oversees domestic (33) Only approved agencies should be engaged for the development of marketing and promotional material in accordance with the Procurement Policy and Procurement Procedure. (34) Employment (35) The Chief Marketing and Communications Officer or a delegate must approve all advertisements for editorial, brand, and legal compliance. (36) The Director CDU Global most approve all advertisements that appear in off-shore media. (37) Non-compliance with Governance Documents is considered a breach of the Code of Conduct – Staff or the Code of Conduct – Students, as applicable, and is treated seriously by the University. Reports of concerns about non-compliance will be managed in accordance with the applicable disciplinary procedures outlined in the Charles Darwin University and Union Enterprise Agreement 2022 and the Code of Conduct – Students. (38) Complaints may be raised in accordance with the Complaints and Grievance Policy and Procedure - Employees and Complaints Policy - Students. (39) All staff members have an individual responsibility to raise any suspicion, allegation or report of fraud or corruption in accordance with the Fraud and Corruption Control Policy and Whistleblower Reporting (Improper Conduct) Procedure.Marketing Policy
Section 1 - Preamble
Section 2 - Purpose
Section 3 - Scope
Section 4 - Policy
Brand
Student Recruitment Materials
Domestic Student Recruitment
Higher Education Marketing
Vocational Education and Training (VET) Marketing
International Marketing
False or misleading information
Responsibilities
Sponsorships
Advertising
Section 5 - Non-Compliance
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