Women Administrators in Management Education (WAME) Affinity Group Meeting

Transcription

1 AACSB INTERNATIONAL: ICAM 2013 Women Administrators in Management Education (WAME) Affinity Group Meeting Tim Westerbeck Julie Murray Joselyn Zivins S. LaSalle St., Suite 1515 Chicago, IL

2 Branding Through Behavior E D U V A N T I S 2

3 The branding challenge! STOP Constraints: We can t afford branding. We don t have the manpower for a dedicated marketing team. Friction: We don t own the brand; the university does. We know what we stand for; they don t. Myths: The best branding = advertising. Only the big guys get to do it well. E D U V A N T I S 3

4 The branding opportunity Make a promise, keep a promise Where people often focus The bigger strategic opportunity Advertising Tagline Logo Collateral Product Experience Outcomes Impact Perceptions E D U V A N T I S 4

5 The true meaning of branding Behavioral choices: Help teams uncover their role, day-in and day-out Build an enterprise that behaves a certain way Shifting focus E D U V A N T I S 5

6 The elements of building a great brand Product Experience Outcomes Impact Perception E D U V A N T I S 6

7 Product Curriculum relevance, structure, and related policies: what to offer, how, and why School M Discovery, freedom, individual responsibility Discovery Labs: innovation and new product/service development Electives: choose up to 9 from 60 Concentrations: choose up to 3 from 12 or School B Personal initiative and free markets Only 1 course required of all students No required sequencing Bid on everything including class registration vs. School H A community of leaders who define what s next Revamped core curriculum: Fostering team creativity New team performance module Overhauled experiential learning; required of all MBA students Linked by research to innovative leadership E D U V A N T I S 7

8 Product Online/hybrid approach to build faculty/student engagement: what to offer, how, and why School U Rethinking, restructuring, re-examining Updating curriculum for digital natives Online ed delivered live in real-time Chat rooms, small groups, videos Self-paced + in-classrooms fieldwork and School K Our commitment to meet demand in a changing business education marketplace High-quality faculty volunteering to serve highquality students Intense virtual interaction >> in-person reunions Case discussions + self-assessment / 360s + discussions + immersions Alumni lifelong learning Virtual classroom = starting point for more thoughtful engagement E D U V A N T I S 8

9 Experience Application essays: what to assess, how, and why School H We are human. Simpler Now only 2 essays in application More relevant Short piece due 24h after interview Less crafted, more responsive More personal Reflective A simple change to the admission process puts more focus on understanding prospective students Continuing the conversation EDUVANTIS 9

10 Experience Outreach and admissions approach: whom to appeal to, how, and why School S Access and service Immediate online chats with counselors 4-step online app On-the-spot admissions option Special programs for military and adult learners E D U V A N T I S 10

11 Outcomes Law school-founded legal services offices and incubators: whom to help, how, and why School A Alumni Law Group Teaching hospital for law school grads Groups overseen by full-time salaried supervising lawyer Reduced rate & outreach and School H Lawyers for America Pilot program Places 3 rd -years into offices for training Agreement for 1y post-grad service at reduced salaries LEGAL SERVICES Improving skills and placement performance while aiding society E D U V A N T I S 11

12 Impact Simple mentoring program: how to engage more alumni in helping, and why School B Ideas that shape the world of business New aspect of alumni engagement Students gain more (and earlier) access to the value of the network E D U V A N T I S 12

13 Impact Social media that meets your stakeholders where they actually are (!): how to engage more, more often School F Rethinking boundaries D The Club of India About the Group The Club of India is the networking resource for alumni and students living or working in India, or who plan to work in India in the future. Regardless of course of study, program or school, The Club of India is open to all. India Business Forum 2013 on April 5 2PM The School of Business INDUS club invites you to India Business Forum to be held on April 5. The theme of this year s event is Building Organizations for the 21st century. Facebook serves many geographies well, but LinkedIn resonates more with India E D U V A N T I S 13

14 Perception Engineering school s functional billboards: putting your mission into action at every touchpoint School U Engineering solutions to real-life problems Billboards that extract water from the humid air: conquering drought, thirst A powerful symbol, makes the most of an advertising moment E D U V A N T I S 14

15 How can your teams uncover their role in shaping your institutional brand? Customer connectivity and centricity: Communications Training Performance measures Incentives/rewards and recognition E D U V A N T I S 15

16 What s Working Today in Recruiting and Serving Women MBA Candidates

17 Serving Women MBAs Survey Topic: Women business school leaders perspectives on recruiting and serving women MBA students Survey link sent to 350 WAME members; 35 completed surveys as of 4/3 Respondent population 65% from U.S. public business schools conferring to the Masters level (only 2 international) 56% deans; rest administrators and faculty Almost even split between schools with more than/less than 40% women in the MBA program Directional findings only interpret with caution. E D U V A N T I S 17

18 Urgent Needs: Diversity recruitment not among them In your view, how urgent is each of the following needs at your business school? Maintaining/growing enrollment Responding to new competitive forces (i.e., new entrants, non-traditional business education providers, non-degree Balancing the budget/managing costs Attracting philanthropic support Expanding corporate and other external partnerships Enhancing institutional brand strength, visilibity and reputation Updating curricula to remain relevant Remodeling service offerings to meet changing student expectations (i.e., online options, enhanced career Recruiting a diverse student population *Based on weighted average of responses (1-5 with 5 being most urgent ) Only 14% report Not at all that urgent recruiting > > a > gender-balanced > Most urgent class is challenging (31% at institutions with lower female population) E D U V A N T I S 18

19 What s Working 91% believe their institutions provide a positive experience for women MBAs 62% don t believe school environments have substantially changed for women in the past ten years Key drivers of success recruiting serving women Flexible program options enabling work-life balance Active role of women faculty and leaders Women-focused special initiatives (recruitment, academic, community-building) not in play E D U V A N T I S 19

20 Some Convictions: Educate Industry, Keep Making Women Students a Priority The following statements represent perspectives sometimes voiced about business schools. To what extent do you agree with each statement? Business schools can and should educate industry about how to create effective environments for women 4.0 Creating a successful environment for women at our business school should be an ongoing and active priority at the leadership level 3.9 Our business school needs more women faculty members to model women's leadership for our constituents 3.7 Flexible program options that enable students to balance education with work and family responsibilities are the most important factor in recruiting women to MBA programs 3.6 Issues relating to gender should be a top research priority at business schools 3.0 The environment for women in MBA programs will "right itself" as the student population becomes gender-balanced *Based on weighted average of responses (1-5 with 5 being strongly agree ) Strongly disagree > > > > Strongly agree E D U V A N T I S 20

21 Recent Survey of Harvard MBA Alumni E D U V A N T I S 21

22 E D U V A N T I S 22