2023 EFMD Marcom, External & Alumni Relations Conference

mon03apr(apr 3)12:00wed05(apr 5)14:002023 EFMD Marcom, External & Alumni Relations ConferenceLocation:Cambridge, United Kingdom

Event Details

Hotel reservations three minutes walk from the conference venue will be available for booking on the conference registration website soon. This conference will provide participants with numerous learning and networking opportunities to assist your school in developing and implementing effective marketing, communications, and alumni relations campaigns, as well as expanding your network of external stakeholders.
This is the conference for you to attend if your job is to communicate and/or market what your business school does and engage people to connect with your school across many intersections.

Target group: It is ideal for professionals in marketing, communication, external relations, and alumni relations.

Strategic Partner:



“This conference never disappoints: the intimacy of delegate numbers to share mutual challenges means that there are many opportunities to speak with an array of like-minded individuals openly and candidly.”

– Rob Read, MediaMinds, UK

“This is possibly one of the most relevant conferences to attend when it comes to networking with peers. The fact that there are several opportunities for group discussions over the course of the days, allows you to engage in interesting conversations and create meaningful connections with a large amount of colleagues working in higher education. Would 100% recommend!”

– Celine Kuyster, University of Antwerp, BE


Register here


All indicated time slots are BST (British summer time)

Monday 3 April


Walk from Hilton City Hotel to Cambridge Judge Business School

13:30 – 14:00


14:00 – 14:15

Welcome address

  • Representative, University of Cambridge, Cambridge Judge Business School
  • Friedemann Schulze-Fielitz, Director, Business School Services, EFMD Global

14:15 – 14:30

Setting the scene

  • Chairperson: to be announced

14:30 – 15:15

Plenary I – Future outlook of Business Education
Inspiring session aims to paint the bigger picture before connecting it back to business education and our role in educating the world’s leaders.

  • Mauro Guillén, Dean, Cambridge Judge Business School, and author of 2030: How Today’s Biggest Trends Will Collide and Reshape the Future of Everything book, UK

15:15 – 16:00

Coffee break

16:00 – 17:15

Plenary II – Power of Networks
An interactive session to discuss how people from other networks can assist you when you are blocked or experiencing a problem, obtaining buy-in and support from above, beside, and below.

  • Maxine Nwaneri, Cambridge Judge Business School alumna, and Bestselling Author, UK

17:15 – 18:15

Interactive session
Allow participants to discuss and share ideas on the input from the last session in an informal setting.


Walk from Cambridge Judge Business School to the dinner venue

18:30 – 21:00

Drinks & dinner on the Cambridge University Campus

Tuesday 4 April


Walk from Hilton City Hotel to Cambridge Judge Business School

09:00 – 10:00

Plenary III – Value-based leadership and values of the business school

A hands-on session in which a panel of representatives from various business schools will share their school’s perspective on what is possible in this area.

10:00 – 11:00

Follow-up discussion on value-based leadership
What does it mean for you as a business school, and how will it be implemented? (for us)
How do business schools define their values? How do we live with this?
A significant communication challenge
Discussion in smaller groups, divided by function.

11:00 – 11:30

Coffee break

11:30 – 12:45

Plenary IV – Understanding our DNA to build brand value better
This session will cover the strategy behind understanding who we are and our role; what is the business school strategy?
Are we sincere and practicing what we preach?
How do we share our brand with our network and potential students?
What is our essence, what do we stand for, and how do we convey that?
How do we engage and communicate with corporate to recruit students, attract students, and help our alumni?

  • Michael Johnson, Founder and Creative DirectorJohnson Banks Design, UK
  • Omar Merlo, Associate Dean (External Relations) and Academic Director of the MSc Strategic Marketing programmes, Imperial College Business School, UK

12:45 – 14:00


14:00 – 14:30

Follow-up discussion on understanding our DNA to build brand value better
How can you be hands-on about this?
Discussion in smaller groups, divided by function.

14:30 – 15:15

Plenary V – Building your personal brand/profile
This session will provide concrete suggestions and ideas for how to build your personal brand/profile, as well as how to build your network to gain allies.

15:15 – 15:30

Coffee break

15:30 – 16:30

Bring your challenge session
This session will allow participants to share what they are currently struggling with and how other participants can assist them. Smaller group discussions are NOT divided by functions.

16:30 – 17:30

Plenary VI – Are business schools walking the SDG talk?
Business schools are not yet meeting the high expectations of students, businesses, and civil society regarding social and environmental emergencies.
We should communicate better than we do, especially about the SDGs if your school is involved.
Are the majority of business schools’ brands and missions sustainable?
It should be about more than just communicating who we are, but also about what the school is doing, at least for the sake of the alumni, which would benefit the school’s alumni relations and fundraising campaigns.
This session will provide you with tips on how to walk the talk.


Walk from Cambridge Judge Business School to Hilton City Hotel

19:00 – 19:30

Bus to the dinner venue

19:30 – 22:30

Drinks & dinner

22:30 – 23:00

Bus to Hilton City Hotel

Wednesday 5 April


Walk from Hilton City Hotel to Cambridge Judge Business School

09:00 – 10:00

Plenary VII – Strategic value of alumni relations
What role will alumni relations play in business schools’ future?
What new fundraising trends are emerging in the United States and Europe?

  • Erin Hallett, Director of Alumni & External Engagement, University of Cambridge, Cambridge Judge Business School, UK

10:00 – 11:00

Follow-up discussion on the strategic value of alumni relations
What does this imply for us?
Discussion in smaller groups, divided by function.

11:00 – 11:30

Coffee break

11:30 – 12:15

Plenary VII – Students & alumni
A hands-on session in which a panel of students and alumni from various business schools will discuss the values they expect from their business school.

12:15 – 12:30

Closing remarks by the Chair

12:30 – 12:45

Presentation of next year’s venue

12:45 -13:45


Practical information

Conference fees

Early Bird Fee until 26 January 2023:

  • EFMD Full member: € 770 plus 20% VAT = € 924
  • EFMD Affiliated member: € 920 plus 20% VAT = € 1104
  • EFMD non-member: € 1070 plus 20% VAT = € 1284

Normal Fee until 2 March 2023:

  • EFMD Full member: € 970 plus 20% VAT = € 1164
  • EFMD Affiliated member: € 1120 plus 20% VAT = € 1344
  • EFMD non-member: € 1320 plus 20% VAT = € 1584

Late Fee from 3 March 2023:

  • EFMD Full member: € 1070 plus 20% VAT = € 1284
  • EFMD Affiliated member: € 1220 plus 20% VAT = € 1464
  • EFMD non-member: € 1470 plus 20% VAT = € 1764

Cancellation policy for registrations

Cancellations must be confirmed in writing. If EFMD receives notice of your withdrawal before 02/03/2023, a cancellation administrative fee of (75€ plus 21% VAT) will be charged. Thereafter, we regret that we are unable to refund any fees. However, in such cases substitutes are welcome at no extra cost as long as EFMD receives the notification of the name, title, and address of the substitute.

Please note that if we haven’t received your payment (or proof of payment) before March 20, 2023, your name will not be added to the participants’ list.

EFMD's health policy

Please refer to the EFMD general policy and local authorities requirements to enter the country.

Conference hotel information


The Hilton Cambridge City Centre Hotel is the conference hotel. It is a three-minute walk to/from the conference venue.

Reservations are available for booking on the following link.

For questions or queries about booking your room, please email cambridgecity.reservations@hilton.com

Standard Hilton bed & breakfast: 195,00£  single occupancy
These above bedroom rates are inclusive of English Breakfast and VAT.


Delphine Hauspy
Manager, Business School Services
EFMD Global


Cambridge, United Kingdom


Cambridge Judge Business School @ University of Cambridge

Trumpington Street, CB2 1AG Cambridge


april 3 (monday) 12:00 - april 5 (wednesday) 14:00