An exploration of Branding approaches in UK Universities

This exploratory paper considers the current state of UK HE branding; in particular, conceptualisations and approaches. It is driven by calls in the literature for clearer understanding and application of branding in Higher Education (HE). Objectives of the research, drawn from literature, were to explore conceptualisations of branding in the UK HE sector, as well as current challenges to branding concepts/ practice in UK HE. The methodology was based upon depth interviews with fifteen opinion leaders and opinion formers, specifically Heads of Marketing or External Relations in UK HE. Findings suggest that branding is a key issue for UK universities but an overall conceptual model for brands in the HE sector remains challenging, although parallels with corporate branding are drawn. However, simplistic adoption of corporate branding does not offer a clear solution and the requirement for a conceptual framework particular to the sector is evident. In exploring conceptual frameworks, experiential branding and internal branding are discussed as possible approaches that may offer a route for differentiation that universities seek. Whilst developing a clear conceptual model is the key challenge identified, limited and variable understanding of the branding concept, and limited genuine differentiation around which to build a brand were also notable challenges. Overall, significant branding opportunities and challenges in a changing sector are discussed. Conclusions argue that corporate branding, experiential branding and internal branding literature all have a degree of applicability but clearly further empirical work is needed to advance this important field

Corporate Waqf University: a sustainability model / Ridzwan Bakar ... [et al.]

Globalization and economic pressure faced by governments including Malaysia, have led universities to be independent and source out their own fund for development, operation and research activity. In Malaysian case, the government has launched National Higher Education Strategic Plan Beyond 2020 to prepare for new challenges. As a result, the plan offers new autonomy for public universities. While government gives special attention to public university, literature provides limited discussion on the funding and sustainability of private universities. As such, this paper aims at exploring waqf as one of the financing instruments for private university’s sustainability. The paper proposes conceptual model to transform conventional method of financing university into corporate waqf university (CoWU), based on Yayasan Universiti Multimedia (YUM) experience. The study expands previous research and highlights the potential of transforming existing conventional endowment to Islamic endowment (waqf). The study adopts qualititative approach where desk research, interview, discussion, benchmarking as well as primary data collection were employed. It opens up possibilities and proposes practical model where corporate sector and university can work together to establish and fund corporate waqf university. The study also examines issues in implementing corporate waqf university, discusses opportunities and challenges in managing waqf for higher learning institutions. Finally, the paper suggests some pertinent points for policy maker and practitioner consideration

Trust-based quality culture conceptual model for higher education institutions

Higher Education Institutions (HEIs) play a crucial role in societies as they enhance the sustainable development of nations. In a context of increasing competition and financial difficulties in higher education institutions, the loyalty of students, faculty and administration staff as well as institutional reputation are key factors for survival and success. They are built upon trust and high quality of services rendered by HEIs. The intentional development of trust serves the purpose of enhancing the quality culture in higher education. The concept of quality culture has become a natural successor of quality management and quality assurance in universities presenting a new perspective for viewing quality at HEIs - as a combination of structural and managerial with cultural and psychological components. This paper provides an elaboration of a novel Trust-Based Quality Culture Conceptual Model for Higher Education Institutions which presents the perceived interconnections between trust and quality culture at HEIs. It can form a source for an inquiry process at HEIs, thus contributing to better contextual diagnosis of the stage where HEI is in the process of building the quality culture based on trust. The findings of this study are important in better understanding the quality culture development in HEIs that is based on trust, loyalty and reputation. It may have an impact on the decision-making processes concerning HEIs’ management. The proposed model contributes to the need for greater clarity, ordering and systematization of the role of trust in the processes of quality culture development

'Hollow from the start'? Professional associations and the professionalisation of tourism

Occupations as diverse as nursing, journalism and marketing have strengthened their claim to professional status and current research suggests that professional associations played a critical part in the process of professionalisation. Following a review of three conceptual approaches to understanding contemporary professionalisation strategies, this paper examines the case of British tourism. It traces the historical development and assesses the current practice of the two main professional associations in the sector. The analysis shows that the ‘professionalisation project’ has largely failed and argues that contemporary frameworks for understanding professionalisation strategies are somewhat deficient when applied to tourism

KNOWLEDGE MANAGEMENT FOR BUSINESS ORIENTED FOREIGN LANGUAGE TEACHING AND LEARNING

A research team from two universities and two IT companies took the challenge of developing a business foreign languages program implemented in a web environment, aiming the effectiveness of the communication in a working multicultural environment, using foreign languages. The online educational portal for applied foreign languages teaching and learning addressing the cross-cultural dimension represents the core of the Romanian academic research project (eMulticult), financed under the national Romanian research scheme (National Council for Project Management - Partnership Program). The present contribution summarizes the concepts and the methodology of the project, aiming at increasing professionals’ adaptability to a specific corporate cultural environment in order to create conditions for openness, tolerance, harmony and cooperation in the working and social environment. The studies will end up in creating a knowledge portal for the development of adequate cultural attitudes and skills specific to a foreign language professional environment. The project develops a holistic approach for the design of a conceptual framework based on a web educational model for foreign language acquisition and the internalization of its cultural values and the implementation of the model in a virtual environment using an adequate pedagogical approach and complex training tools. The foreign language educational model makes reference to the Anderson’s and Krathwohl’s taxonomy, articulating it with the dimensions of the specific corporate culture. The web based paradigm and tools of the educational model will facilitate for the beneficiaries the online learning process. The originality of this approach consists in the synergy among various views and models such as person oriented education, multicultural approach, use of the virtual environment for providing educational services. The portal integrates educational packages for individual beneficiaries, virtual classes, formal or informal educational networks, and the tools for e-content developing. The educational platform offers the premise for building the empathic attitude, through a deep understanding of the own cultural matrix and a greater permeability to the behavior and values of another cultural & organizational environment, increasing the degree of communication and integration at European level.Foreign language teaching, cross-cultural approach, educational model, training engineering

Antecedents and consequences of market orientation in universities: Literature review and conceptual framework

Recent developments in marketing theory have resulted in the conceptualisation of the market orientation construct in different cultural and industrial settings. However, there is little research investigating the applicability of market orientation in the higher education context. Building on the existing literature on market orientation and higher education marketing, the authors propose a theoretical framework of market orientation from a higher education management perspective. The framework analysis leads to propositions relating to the antecedents and consequences of market oriented universities. On the basis of the formulated propositions, the authors conclude with a discussion of the implications both for academia and practice and further research

Plotting virtuality : dimensions of eLearning space

The term eLearning enjoys wide currency, but is loosely employed. A lack of clarity as to its nature accompanies a lack of understanding as to its applications and appropriate use. These are important issues, as political, educational and commercial policy-makers need an informed frame of reference from which to make decisions regarding the employment of eLearning alongside or in the place of existing methods of education and training. There is also a need for accurate description of eLearning products for the clients who might use them. This paper seeks to provide contextual and internal analyses of eLearning as an initial stage in the process of creating such a frame of reference. Firstly, eLearning is located within a variety of education and training contexts so as to delineate its boundaries, and an overview is made of ways in which it is employed at higher education level within private, corporate and state-funded systems. Secondly, earlier conceptual models for eLearning are examined and a model is proposed comprising four dimensions of virtual space: course utility, study flexibility, delivery technology and learning paradigm. A graphical representation of the dimensional model is used to profile the different contexts for eLearning explored earlier; this method of visualisation affords ready comparison of the variety of ways in which eLearning is employed. Thirdly, a rationale is advanced for these dimensions, which are then discussed in relation to typical learning activities. Finally, consideration is given to how the dimensional model might be applied in the areas of learner appeal, course marketing, educational systems design and course quality evaluation

Internationalisation strategy implemented through Faculty Exchange: Strategic Entrepreneurship in a “new” United Kingdom University

The promotion of international staff mobility is a founding principle of the ‘Bologna Process’, designed to create a converged system of higher education across Europe as it is subjected to increasing globalisation. Many UK ‘new’ (ie post-1992) universities are engaged in the development of internationalisation and globalisation strategies which include staff exchange. Meanwhile, the failure to execute strategy is increasingly acknowledged as a major problem in organisational performance. Using a first-, second and third-person Insider Action Research (AR) approach, six chronological cycles of AR were enacted over a 28 month period in order to organise and implement an international staff exchange between universities in the UK and France. Data generated were subjected to a double process of analysis – four phase analysis and a meta-cycle of enquiry - in order to propose aspects of strategy execution through strategic entrepreneurship within the constraints of a post-1992 university business school in the UK. Concepts from the theoretical literature in three domains - entrepreneurship in higher education, globalisation of higher education and strategy execution through strategic entrepreneurship – are combined with the research analysis to propose that ‘strategic entrepreneurs’ can execute the riskier elements of an internationalisation strategy, such as staff exchange. This work broadens AR from education into strategic management. It goes beyond the common, well-intentioned and yet vague statements involving the ‘encouragement’ of international staff exchange to propose the elements of execution through strategic entrepreneurship

Student corporate brand identification: An exploratory case study

Purpose: We investigate student corporate brand identification towards three corporate brands: a UK University, a leading UK business school and its overseas collaborative partner institute in Asia. Methodology: A theory-building case study within the phenomenological/ qualitative research tradition Findings: The strength of student identification to a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflects different types of student relationships within the three institutions examined. We categorise these as follows: brand member (a contractual/legal relationship with a corporate brand); brand supporter (a trusting corporate brand relationship) and brand owner (an emotional ownership/relationship with the corporate brand). In explaining the above we view the above states in terms of a corporate brand identification management hierarchy which we categorise as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation. Research Limitations: The insights from a single, exploratory, case study might not be generalisable. Practical Implications: We conceptualise that a bureaucratic/product management approach is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisation) and finally, that a custodial/brand values and promise management approach is more likely to result in high brand identification (brand actualisation). These categorisations can have a utility in ascertaining the effectiveness of corporate brand management. Originality/value of paper: Examines multiple student identification (towards a University, Business School and a non degree-awarding Overseas Institute)

The governance of formal university–industry interactions: understanding the rationales for alternative models

This article develops a conceptual framework to explain the economic rationale underpinning the choice of different modes of governance of formal university–industry interactions: personal contractual interactions, where the contract regulating the collaboration involves a firm and an individual academic researcher, and institutional interactions, where the relationship between the firm and the academic is mediated by the university. Although institutional interactions, for numerous reasons, have become more important, both governance modes are currently being implemented. We would argue that they have some important specificities that need to be understood if university–industry knowledge transfer is to be managed effectively and efficiently