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Copyright Advancement Academy 1
The University Train
Christoph SchmockerStellenbosch University
7 September 2012
2
By the end of the session we will
• know- what strategic positioning is- where my University is best positioned.
• have practiced- a strategic selection of our University’s best competences.
• be able to- explain to your Mmgt. ‘The Train Model’- match market trends with your University’s excellence.
7 September 2012 Copyright Advancement Academy
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Scope of this session
• I will invite to do
• strategic thinking
• on something you are maybe not used to
• because it may be politically ‘incorrect’
• and will be seen as disrespectful or ‘unfair’
• But this is key thinking in Marketing
7 September 2012 Copyright Advancement Academy
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Why I use the ‘Train’ picture
• A Train…
• …what do you see first?→ locomotive→ coaches→ tracks→ technique
• …stands for→ moving→ to where?→ people get on and off→ missed the train…
• to catch…
7 September 2012 Copyright Advancement Academy
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What positioning means
7 September 2012 Copyright Advancement Academy
• In Marketing, positioning has come to mean - the process by which - marketers try to - create an image or - an identity - in the minds of - their target markets- for its products,- brand or- organization.→ www.wikipedia.org
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Position against what/who?
7 September 2012 Copyright Advancement Academy
Criteria My University My competitors
RESEARCHNumber of national Centres of Excellence
7http://www0.sun.ac.za/research/en/centres-of-excellence
Wits: 2 UCT: 2
Number of external funded Chairs 20 Wits: 15
UCT: 33
Number of NRF-rated researchers (A + P) 13 + 4 Wits: 16
UCT: 35
MARKETING
Who are your strategic University partners ? ?
How much funds you get from private Sector R 198 million in 2011 Wits: ?
UCT: 220 million
What role a University play to improve society
-Not accepted by politic-Too far away from people ?
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Why positioning is important
7 September 2012 Copyright Advancement Academy
• Difficult to judge excellence
• Too many rankings→ www.topuniversities.com→ www.shanghairanking.com→ www.webometrics.info
• Ranking is ‘unfair’
• US + EU Univ. dominate→ UCT is No 103 in world→ www.timeshighereducation.co.uk
• Strong competition→ 23 Higher Education Institutions in SA→ How many in your country?
• Difficult choice from donor’s perspective
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Why positioning is successful
7 September 2012 Copyright Advancement Academy
• Top World brands1. ?2. IBM3. Microsoft4. Google5. GE6. McDonalds11. Toyota30. NESCAFE→ www.interbrand.com
• Top Africa brands1. MTN2. Absa3. NNPC4. Eskom5. Shoprite6. Safaricom→ www.howmemadeitinafrica.com
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What positioning means
7 September 2012 Copyright Advancement Academy
• Define criteria for a fair selection
• Define the process for your selection
• Define the marketswhere you want to be
• Make strategic choices
• Only 3 – 4 locomotives
• Communicate this within your University
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Your markets
7 September 2012 Copyright Advancement Academy
South AfricaYour Markets AfricaWestern Cape World
Overall Goal: ?
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Your categories
7 September 2012 Copyright Advancement Academy
We are No 1
We are special
We deliver
Our tradition
Overall Goal: ?
Trends
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Exercise – Your choice (5 minutes)
7 September 2012 Copyright Advancement Academy
South AfricaOur Markets
We are No 1
We are special
We deliver
AfricaWestern Cape World
Our tradition
Overall Goal: ?
Trends
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My choice at SU
7 September 2012 Copyright Advancement Academy
South AfricaOur Markets
We are No 1
We are special
We deliver
AfricaWestern Cape World
Our tradition
Overall Goal: ‘Science for Society’
Trends
?
?
7’900 economics
?
small Businesses
?
Bridging Program
?
Afrikaans Lang.
Education
Renew. Energy
Military Science
?
Wines
Food Security
Childhood TB
?
‘Rugby Players’
?
Climate Change
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Your Train Model
7 September 2012
Renew. EnergyChildhood TB ?
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What donors ARE looking for
7 September 2012 Copyright Advancement Academy
• Improve their image
• Excellence→ research ‘at the glance’→ reputable academics→ Vision, Mission, Strategy
• Link to core business
• Commitment of→ CSI/CSR→ Corporate Foundation→ R & D→ HR
• Have a plan – don’t make a plan
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What donors are NOT looking for
7 September 2012 Copyright Advancement Academy
• No names
• Average→ research→ academics→ influence the country
• Changing contact persons
• Negative media coverage
• Donor get involved in politics
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Summary of key points
7 September 20120 Copyright Advancement Academy
1. Make choices
2. Explain them well
3. Build your identity on the 3 locomotives
4. Be consistent over 10yrs
5. Marketing your ‘locomotives’
6. Play a key role in your country's improvement
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For more information look at
7 September 2012 Copyright Advancement Academy
• www.wikipedia.com
• www.bcg.com
• www.shanghairanking.com
• www.timeshighereducation.co.uk
• www.interbrand.com
• www0.sun.ac.za/research/en/centres-of-excellence
• www.thehopeproject.co.za
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Questions?
7 September 2012 Copyright Advancement Academy
“Globalisation and neo-liberalism push universities to a position where they are more relevant to global demands than local needs, where this is especially true for the developing world and its universities” Divala, 2008
The first camel in the train holds everyone up, but it is the last onewhich gets the beating.→ Ethiopian Proverb
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Thank you!
Christoph SchmockerStellenbosch Universityschmocker@sun.ac.za
7 September 2012 Copyright Advancement Academy
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