Taking the Brand Offshore: An Australian/USA Perspective

Transcription

1 Taking the Brand Offshore: An Australian/USA Perspective The Context Landmark agreement signed between Swinburne University (Melbourne, Australia) and Northeastern University (Boston, USA) in 2006 Delivery of Joint Programs Northeastern Study Centre established at Swinburne in December

2 World First This is the first time that students will be able to study for Australian and American qualifications at the same place anywhere in the world " Professor Ian Young Vice-Chancellor Swinburne University of Technology Joint Activities Current Global Leadership Program Master of Education (Astronomy) Pre-Freshman Program Study Abroad and Exchange Program Under Development Biotechnology Leadership Program 2

3 Global Leadership Program 2 Master Degrees in 2 Years Australian & US qualifications Master of Business (International Business) or Master of Accounting from Swinburne Master of Science in Leadership from Northeastern Taught entirely in Melbourne Students get a US qualification taught the way it is in the US by US lecturers Astronomy Based at Northeastern Master of Education students undertake 4 Swinburne Astronomy units online Graduates exit with an MEd (Astronomy) from Northeastern and a Graduate Certificate of Science (Astronomy) from SUT Due to commence in early

4 A Seemingly Perfect Partnership Swinburne and Northeastern are renowned for providing education for career outcomes Both emphasize hands-on experience and practical course content Both share an entrepreneurial spirit and focus on empowering graduates to think creatively, be original and take the lead The Boston of the South and the Athens of America On the Surface Innovative relationship with highly attractive products We speak the same language Both Western Cultures Common concern for academic quality & reputation Both have strong brands in their respective countries Comprehensive legal contract in place 4

5 But under the surface. There are differences! Contract interpretation Contract management Relationship management Business development Marketing and Recruitment Assessment & teaching Overall expectations The Story So Far Language Englishes rather than English Cultural Issues we see things differently! Communication styles Quality Control versus Interference Approaches to marketing & recruitment The role of academic staff Management styles Different business interests 5

6 Relationship Management Country to County System to System Institution to Institution CEO to CEO Administrator to administrator Academic to Academic Administrator to Academic Academic to Administrator Reaching a Happy Medium Communication and cultural issues can affect the entire partnership and lead to assumptions, misconceptions and expectation management problems. 6

7 What about the brands? Even though the relationship may be running smoothly what is happening with the brands of each partner? Issues to Consider Who s brand? Translating the foreign into the local brand Northeastern is not well known in Australia Swinburne is not well known in the USA Maintaining brand integrity for both partners How do you best present the other brand in the host country? Stylistic Approaches Who leads on this? What happens if there is disagreement? 7

8 How have we approached it? Double branding in all marketing Consultation between the partners Joint promotional activities where possible Channeling all communication through the Northeastern Study Centre Establishment of a Joint Management Committee recognising and valuing the joint benefits One Product Two Brands 8

9 So where are we now? A successful world first partnership in terms of the products we are delivering Good products attracting quality international and domestic students Marketing spin offs from the double branding Improved communication channels New proposals emerging Lessons Learned Communicate Consult Clarify Coordinate Collaborate 9

10 For more information go to: CRICOS Provider: 00111D 10