Arthur Lok Jack Findings

|||
|
Arthur Lok Jack
Graduate School of Business
Findings Presentation
1/8/2014
|
DATE / 3/30/2015 INNOVATION PROTOCOL / POWERPOINT / © INNOVATION PROTOCOL / CONFIDENTIAL

|||
Arthur Lok Jack Brand Program
Overall Objective
To develop and build the Arthur Lok Jack brand.
Today’s Objective
Present communication audit findings, market trends, industry
trends, and build a foundation for further development.

|||
Arthur Lok Jack Brand Program – Process
DATE / 3/30/2015 INNOVATION PROTOCOL / POWERPOINT / © INNOVATION PROTOCOL / CONFIDENTIALPAGE / 3
RESEARCH STRATEGY PORTFOLIO VISUALS
1 | Brand Discovery 2 | Brand Platform 3 | Brand Architecture 4 | Visual Expression
Study Arthur Lok Jack,
the market,
competition, and
consumer.
Arthur Lok Jack Brand
Positioning, personality
and messaging.
Arthur Lok Jack brand
portfolio strategy and
organization of
offerings.
Arthur Lok Jack brand
look and feel – a
complete visual
system.

|||
AGENDA /
1 | Research Conducted
2 | Communications Audit
3 | Industry Analysis
4 | Comparison Analysis
5 | Next Step: Positioning
|

|||
OUR ACCOMPLISHMENTS SO FAR
A MIX OF PRIMARY AND SECONDARY RESEARCH
Studied Industry Publications
- Ranking reports (USNews/BusinessWeek/WSJ/FT)
- Business school industry analyst reports
- Employment reports
- Company recruitment surveys
- Caribbean economy reports
Comparison with other graduate level business schools
- Global comparison (UCLA, Thunderbird, Mona)
- Regional comparison (Northern Caribbean, SAMs)
Interviews with current and potential MBA students
- 2 current MBA students in the USA
- 1 potential MBA student in the USA (from Trinidad)
|
INNOVATION PROTOCOL / © INNOVATION PROTOCOL / CONFIDENTIALDATE / 3/30/2015PAGE / 5
Questions that came up…
How is the MBA education doing in the job market today?
- What are the upsides and downsides of an MBA level education?
- What do we provide to our students?
What makes a business school unique and attractive?
- What are the common themes of business schools?
- What are some potential pitfalls of b-schools?
- What are the different roles of b-schools?
How do candidates feel about business schools?
- What are applicants looking for in an MBA level education?

|||
THE ARTHUR LOK JACK BRAND
Where is it from and where is it going?
DATE / 3/30/2015 INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIALPAGE / 6
THEN Future
Established 1989 between
University of West Indies and
private sector – then called
Institute of Business at
Tunapuna in Trinidad.
In 2012, AMBA accredited
for MBA in Sustainable
Energy Management
In 2005, endowed by Arthur
Lok Jack Foundation and
other private sponsors.
Renamed with $20M
donation.
Aims to be the first
Caribbean institution to be
‘Triple crown’ accredited
for business school

|||
SCHOOL PERSPECTIVE – WHAT DO WE DO AND WHAT DO WE NEED TO SURVIVE?
Business schools are judged based on the
students they produce.
Business schools need funding to operate.
I need to compete for high quality candidates
I need to teach relevant material to my students
I need to provide a forum for which the students can share
I need to prepare my students for the job market
I need to connect my student base with current alumni
I need to pay for faculty
I need to pay for facilities
I need to pay for operating overhead expenses
I need to acquire donations and endowments
I need to better differentiate myself

|||
SCHOOL PERSPECTIVE - WHAT IS THE ROLE OF THE BUSINESS SCHOOL IN OUR COMMUNITY?
Business Community
Business School
Student Body
Connector

|||
COMMUNICATIONS AUDIT
How do we communicate with our students, our school, and our company partners
Arthur Lok Jack is about International / Global Business
10+ Masters level programs and specialties
2,000 alumni since 1989
10+ Masters and PhD level programs
Women in leadership
International trips
Florida International University – dual degree Masters
Communication with our students
Communication within our school
Communication with our companies
International

|||
The GSB aims to become triple accredited
Innovatus ars ducendi - Innovating the Art of Leadership
The Lok Jack school is AMBA certified
The Lok Jack school has an internationally experienced faculty
Partnership with the World Economic Forum
Network member of the Fraser Institute
The school has state of the art facilities and resources
Big name speakers
Accredited

|||
Built by the Caribbean business community
Established hub used for experienced business professionals
19,000+ professionals trained
Consults companies with school faculty
Leader in conference management services throughout the
Caribbean by 2020
Community

|||
WHAT ABOUT LEADERSHIP?
Leadership
…one of the most used words in business
school communication
In higher education, we see this all
over. We see educational
administration programs turned into
educational leadership programs.
Teachers are going through them,
and they might aspire to be
principals. But they're just third-grade
teachers.
- Peter Drucker
“We've been hearing about
leadership since high school and
even junior high school. We had to
write essays about leadership to get
into college. We're sick and tired of
leadership."
- Graduate school student

|||
WE AIM TO BE…
International + Accredited + Community + Leadership
But… why do we care if we’re an international accredited
community? Can we truly differentiate ourselves with these
attributes? Can we own all of them?
We need to first take a look at the business school industry trends
and what our peers have been communicating.

|||
GRADUATE SCHOOLS OF BUSINESS INDUSTRY ANALYSIS
Global Macro Trends
Caribbean Islands Trends
MBA demand worldwide down slightly - 2.5% in USA, growing in
developing markets e.g. China
Lower demand for MBA level jobs forces lower tiered school
graduates to work harder in career search.
1 year part-time MBA programs now becoming popular. Some
believe it deludes the value of the MBA degree.
Pay for young MBAs has dipped 4.6%
since the recession, reflecting both
the slow job market, and the fact that
the degree seems to have lost some
of its cache.
- Wall Street Journal
U.S. schools granted a record 126,214
masters degrees in business and
administration in the 2010-2011
academic year, a 74% jump from
2000-2001.
-Department of Education
Meanwhile, the cost of tuition has
risen 24 percent in the last three
years.
- Wall Street Journal

|||
GRADUATE SCHOOLS OF BUSINESS INDUSTRY ANALYSIS
Global Macro Trends
Caribbean Islands Trends
Job search sites in Caribbean has few MBA level jobs
MBA jobs exist for Trinidad and Jamaica
Caribbean Islands schools standalone from other Latin America
/ South America schools
Caribbean is strong in natural resources (petroleum and natural
gas), methanol & ammonia, and tourism
University of the West Indies (UWI)
would probably have been my first
choice. UWI is the top selection in the
Caribbean.
- US MBA candidate from Trinidad
If there are jobs there, I would
consider it.
- Current MBA candidate in US
What kinds of companies hire there?
What’s the compensation range?
- Current MBA candidate in US

|||
LET’S TALK STUDENTS
Remember… business schools are judged
based on the students they produce.
Can I satisfy all of the student needs?
What are my peers communicating to the
potential students?

|||
STUDENT PERSPECTIVE
I need to be trained well for my future position
I need a job
I need to make money
I need to pay back loans (if I borrowed)
I need to work for an reputable company
I need to build my career path
I need to be recognized for my efforts
I need to be proud of my lineage
I need to be respected by my community
I need to satisfy greater aspirations
I need to leave a legacy of my life
FunctionalEmotional
potential students?

|||
LET’S TALK STUDENTS
potential students?

|||
GLOBAL GSB COMMUNICATION COMPARISONS
WHAT DO THESE SCHOOLS TALK ABOUT THE MOST?
UCLA Anderson Thunderbird UWI Mona
International
Accredited
Community
Leadership

|||
REGIOINAL GSB COMMUNICATION COMPARISONS
WHAT DO THESE SCHOOLS TALK ABOUT THE MOST?
Northern Caribbean SAM
International
Accredited
Community
Leadership
Faith
Northern Caribbean and SAM do not emphasize
on traditional metrics used to measure business
schools.
Both schools list faith in its core values.
Traditional family of man and wife.
Serve country and God.
I give God all the glory for the way He has led us.
SAM licenses Henley Business School of UK.
Henley is triple-accredited AMBA, EQUIS, AACSB.

|||
GSB COMPARISONS PERCEPTUAL MAP
More Functional
Less Functional
More EmotionalLess Emotional

|||
FUNCTIONAL CAPABILITIES
Academic rigor
Tougher admission process
Emphasis on rankings
Faculty publications
Facilities and technology
More Functional
Less Functional

|||
SHOULD WE COMPETE TO IMPROVE OUR FUNCTIONAL CAPABILILTIES?
We can try to yell louder than our competitors in
functionality…
…but the other schools that focus on function have
more resources and have been around much
longer
…and the costs to upgrade functional capabilities
(faculty, recruitment, students, etc.) are very high
…thus, is it possible that if we added more
emotional elements instead of functional ones, we
would be more successful incrementally?

|||
SHOULD WE COMPETE TO IMPROVE OUR FUNCTIONAL CAPABILILTIES?
functionality…
…but some schools that focus on function have
more resources and have been around longer
(faculty, recruitment, students, etc.) are high

|||
WHAT ABOUT EMOTIONAL
functionality…
…but the other schools that focus on function have
more resources and have been around much
longer
(faculty, recruitment, students, etc.) are very high

|||
EMOTIONAL CAPABILITIES
Focus on beliefs and values
Shared identity and background
Connecting people
Durability and history
More Functional
Less Functional

|||
ARE THERE EXAMPLES OF SCHOOLS THAT DEMOSTRATE BOTH HIGH FUNCTIONAL AND EMOTIONAL CAPABILITIES?
More Functional
Less Functional
Mascot: The Fighting Irish
My parents went there
Football
Emphasis on alumni effectiveness
Networking and community
New program – 1 Year
Ranking

|||
NEGATIVE IMPACT ON EMOTIONAL CAN AFFECT THE FUNCTIONAL
THUNDERBIRD’S RECENT DECLINE
Thunderbird 2012 budget $4 million in the red
Needs to raise money in order to survive
Agreed to sell self to Laureate Education Inc.
Board Members resign, worldwide alumni partition and resist
Sold to Arizona State University in 2014
“This is the end of Thunderbird as we
have known it”
- Merle Hinrich, Board Member and
Alumnus
Competition from rivals, lackluster
fundraising, insufficient resources
devoted to getting jobs for students
attributed to decline
-Fortune Magazine
Thunderbird should even consider
shutting itself down to “preserve the
integrity and reputation of the brand”
rather than team up with Laureate.
- Thunderbird Shanghai Alumni Group

|||
THUNDERBIRD’S RECENT DECLINE
More Functional
Less Functional

|||
IN WHAT DIRECTION DO WE WANT TO POSITION ALJ?
More Functional
Less Functional

|||
SUMMERY
COMPETE ON TRADITIONAL FUNCTIONAL METRICS
Further improve on functional capabilities and
compete on traditional metrics
Focus on communicating the emotional
capabilities of ALJ
Long time horizon to develop
Lots of competition
Expensive / requires much resources
In it for the long haul
Gradual and incremental ramp up
Accreditation and rankings
Focus on core course materials
Find graduates jobs and positions
Continue to add faculty and staff
Push research and technology innovation

|||
SUMMERY
COMPETE ON EMOTIONAL NEEDS
capabilities of ALJ
Determine an attribute that ALJ can own
Differentiate from traditional programs
Highlight ALJ internal values
Emphasis on fit and identity
Requires time and effort
Not easily measurable in short time frame

|||
SUMMERY
THE ANSWER PROBABLY LIES SOMEWHERE BETWEEN THE FUNCTIONAL AND EMOTIONAL
capabilities of ALJ

Arthur Lok Jack Findings

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Arthur Lok Jack Findings

Ähnlich wie Arthur Lok Jack Findings (20)

Arthur Lok Jack Findings

Hinweis der Redaktion