Brand Building - Graduate Business Forum

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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Brand Building

GBC 2012


Overview


How to make MS standout from the MBA program?


Promotion of brand


who is the promoter and how to
get a buy in from students faculty and Dean.


How do you build your brand Internationally


Changing the brand: Rebranding the school to leverage
university’s brand.


S
ocial Networking


(not able to talk about this)


Defining brand


B
rand the school
or use
the University’s
brand


How to increase Awareness


W
ho
defines your brand


How to develop a brand
to guide program offering

Defining the Brand


Determine the value properly. Use conversations with students
or bring in professional agency. Then get a buy
-
in from all
parties student, Faculty and Dean. We are all ambassadors
from our schools.


Key concern was how to best position the brand. Should you
use the brand position of the university or focus on the school’s
brand or the program’s brand.


Use the brand that is more established and has the most recall
value.


Determine the value of the program that stands out among the
competition.


Allow this position to engage right candidates and recruiters.


Brand positioning is a cooperative effort. While students have
a short term focus on the brand, faculty and Dean should be
engaged in building long term focus of the brand. Alums
should be engaged to spread awareness around their work
place.


Changing a Brand


Changing
the brand is a nightmare and can come
about due to external circumstances ( Johnson school
becoming The Johnson school or school trying to
leverage University’s brand like Perdue University MBA
rather than
Krammert

School of MBA ). This needs a lot of
thought and changes in all the merchandising and
positioning.


Graduate MBA School has a bigger role to play in a
professional’s life than the undergraduate. We can
engage the Alumni by sending merchandize that serve
as a constant reminder of this connection.


International Awareness can be generated by holding
best lectures and may be even having an office in
international locations.


Michael
Malenitza

-

UCLA
-
Not known for
anything special:


Is this
embraced


Sarah at UW

Ranked
#2 for Marketing


Not
necessarily ranked for
finance



Set up a student run investment fund

this came as a student gift (98% of
students donated)


Students targeting and connecting
with Alumni


Track who was involved in which club
during their time at the school to be
able to target alumni


Bestin

at UW


Student Government
has a VP of branding (brand
manager)

ensure that news is really
well managed (e.g., someone just
got hired by S&P, how do we publish
it and use it to improve perception)


Bestin

at UW


Terence at
Rotman



working to
diversify, have clubs (student driven)
really running events and pulling
alumni in


they have pretty steep
fees for the clubs to have a larger
budget



William Fang


How do
you deal with the
rankings and actually
do anything more than
understanding how to
actually make an
impact on the rankings


Michael at UCLA


town
hall to try and educate
the student on how the
rankings actually work


Sarah at UW


There is a
dean in charge of the
alumni for the first 5 years


William Fang at
Georgetown


There is a
Poets and
Quants

article
on how UVA improved
their rankings


Terence
from
Rotman



How to put the
infrastructure in place
and “mythology” to
enrich the brand and
create the identity,
rather than just allow it
to develop on its own



William Fang


Create events that are storied/signature
events that people can look forward to each term


educate the first years on what is coming up


Bell curve cup


prizes and competitions, presentations
to rally people and remind them


Sarah at UW


draw the other (PT/Evening students to
educate them what is going on)


Berkeley does a male drag show


“This is so Haas”


Maybe have completion/cohort internal competitive units


Michael at UCLA


weekly roast, ensure that some of the
signature events line up with some of the admit events


weekly


have corporate sponsors sometimes, but then in
spring the student government will
sponser

“afternoon at
Andersen”


Have deans show up to drinking events


Student government to try and focus events that really wrap
PT/FT programs together


Bestin

at UW


Mustache

event
-

everyone from UW
showed up at a competition with
Mustaches



really fuel
competition to other schools for differentiation


As president


frame the culture to the incoming students, set
expectations and vision of what you should be getting out of
all of this (either at admit days or during orientation)


Sarah at UW


ensure there is communication as liaison
to administration what the “pulse of the students” really is
and how they feel



William
Fang


Is
there

a social media
strategy
?


UW has
Pinterest
,
Twitter,
Facebook


Corey Painter


Admitted student
Facebook



Proving that it’s worth
recruiters’ time to visit
small schools


NUS Business School
deals with a scale
problem of student
population




Do more programs to
prove small school’s
value


MBA games done at
Schulich

School of
Business: creates
awareness


Manchester Business
School organizes career
fairs with alumni. Reunions
with alumni every month


2 months to keep the
interaction going



Return on investment


Emory University finds it
difficult to get companies
to visit due to its small size


When companies visit
students feel pressure to
attend the events even
though they are not
interested in these
companies: Frustration
among students





Manchester Career
Service
Center

organizes
a week long career fair
with companies spanning
a large spectrum of
interests


Schulich

organizes a 1
-
day career fair that
caters to 9
-
10 different
segments, allowing
students to attend
different sessions based
on interests

Issue/Solution




Differentiating Brand


Entrepreneur donating
money to different school
“brands”( Engineering, Arts,
etc.), so difficult to be well
represented and
recognized as business
school at
Shulich


Shining spotlight to media
on things that deserve
attention


Differentiate by saying
Schulich

Business School

,
not just
Shulich


Issue/Solution


Global Recognition


Solutions: Conferences, Case
competitions


Not only holding, but also attending at
top business schools


Success of such case competitions of
conferences spreads


Leverage use of media to popularize
and get school’s name out to public


Online forums to give recognition and
attention to events


Maintain strong websites that
differentiate your brand, and maintain
these websites’ presence online by
staying at the top of the page via
search engine results


Use of social media


have the dean of
respective school tweet


Feed information to your school’s
communication department for them to
put out towards the media



Use of Student Voice


Tell
administration
problems, and feed
ideas/solutions to them


Brand Building in Student
Union


Proving that SU is an
independent entity of
Copenhagen


Solutions: Marketing Case
Competition to find solution


New name for organization


Make it more clear to
students as to how they
operate during the election
period


Update logo to be placed on
communication that goes out
to school when you sponsor
an event. Creates visibility
and awareness


Role of Faculty


Solutions
: Faculty research can
drive brand awareness


Faculty can provide research
results to corporations, and
mention students who are also
interested in this field to put not
only student’s name out there,
but also school’s name


Generates reliability of faculty
research, and keeps
corporations coming back to the
school


Creates affinity towards school


Faculty written cases used at
other schools, generating
awareness


Initiating Infrastructure
Changes


Leaving class
gift/donation to school


Students need to feel
pride in school and
leads to administration
creating these
changes