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Campus Internationalization: Strong Brand Required . An OIP Case Study. Campus Internationalization…Really?. Internationalizing the Campus/ Curriculum Providing high quality education in the 21 st century Shaping ‘global citizens’…to better compete, serve, excel.
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Campus Internationalization: Strong Brand Required An OIP Case Study
Campus Internationalization…Really? • Internationalizing the Campus/ Curriculum • Providing high quality education in the21stcentury • Shaping ‘global citizens’…to better compete, serve, excel
Campus Internationalization…Really? • Ingredients • More international faculty – visitingand training • More international students • More university students studying abroad
Campus Internationalization…Really? • Expanding Expectations for Study Abroad • Shift from traditional focus on liberal arts/humanities to specific academic disciplines – Business, Education, STEM, Social Sciences • Growing expectations for U/G research, internships, community service
Campus Internationalization…Really? • Study of CIEE’s Academic Consortium Members • Vision to increase student interest & access (academic and economic) • Calls to internationalize/globalize the campus • Calls to involve faculty and alumni • Make this a part of your brand
Brand • What is brand? • Why is brand important? • The role of customer experience • How is it applicable to higher ed?
What is brand? • Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associatedwith a level of credibility, quality, and satisfaction in the consumer's mind… Brand Experience Choice
History of Brand • Branding is not just a business school concept, it’s been around for centuries • Ancient Egyptians used symbols and imagery to identify their products
History of Brand • The word comes from the Old Norse word “brandr” which means “to burn” • Legend is that the Vikings “branded” their animals to identify them
History of Brand • Brand names first appeared in the 16th Century with whiskey distillers burning the producer’s name into the top of the barrels
History of Brand • During the 18th Century, brands were used to make products memorable and differentiating
History of Brand • By the 19th Century, brands were used to enhance a product’s perceived value • Whiskey producers played off the belief that better whiskeys came from Scotland
History of Brand • Today… Brand = Experience
Touch points (the customer experience) • Print • Digital • Personal service • On program
Why does it matter? Inconsistent/Meaningless/Unbelievable/ Non-differentiating/Unsustainable = inefficient + ineffective value proposition
$ How is it applicable to highered/study abroad?
Georgetown’s OIP Dilemma – a typical case • Changing landscape of international opportunities outside our office • Feeling that student’s aren’t connecting to the “value” of what we offer • Increasingly feeling as if students don’t understand what we offer, or why • Decentralized initiatives in other offices muddied the waters OUR STUDY ABROAD NUMBERS WERE DECREASING • And then…. The VP of Global Engagement was announced….HELP! WE NEED A BRAND