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Arthur Lok JackGraduate School of BusinessFindings Presentation1/8/2014
| DATE / 04/15/2023 INNOVATION PROTOCOL / POWERPOINT / © INNOVATION PROTOCOL / CONFIDENTIAL
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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.
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Arthur Lok Jack Brand Program – Process
DATE / 04/15/2023 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.
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AGENDA /
1 | Research Conducted
2 | Communications Audit
3 | Industry Analysis
4 | Comparison Analysis
5 | Next Step: Positioning
| DATE / 04/15/2023 INNOVATION PROTOCOL / POWERPOINT / © INNOVATION PROTOCOL / CONFIDENTIALPAGE / 4
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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 / 04/15/2023PAGE / 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?
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
THE ARTHUR LOK JACK BRANDWhere is it from and where is it going?
DATE / 04/15/2023PAGE / 6
THENFutur
e
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
SCHOOL PERSPECTIVE – WHAT DO WE DO AND WHAT DO WE NEED TO SURVIVE?
Business schools are judged based on the students they produce.
DATE / 04/15/2023PAGE / 7
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
SCHOOL PERSPECTIVE - WHAT IS THE ROLE OF THE BUSINESS SCHOOL IN OUR COMMUNITY?
DATE / 04/15/2023PAGE / 8
Business Community
Business School
Student Body
Connector
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COMMUNICATIONS AUDITHow do we communicate with our students, our school, and our company partners
DATE / 04/15/2023PAGE / 9
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
COMMUNICATIONS AUDITHow do we communicate with our students, our school, and our company partners
DATE / 04/15/2023PAGE / 10
Communication with our students
Communication within our school
Communication with our companies
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
COMMUNICATIONS AUDITHow do we communicate with our students, our school, and our company partners
DATE / 04/15/2023PAGE / 11
Communication with our students
Communication within our school
Communication with our companies
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
WHAT ABOUT LEADERSHIP?
Leadership…one of the most used words in business school communication
DATE / 04/15/2023PAGE / 12
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
WE AIM TO BE…
DATE / 04/15/2023PAGE / 13
International + Accredited + Community +
LeadershipBut… 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.
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
GRADUATE SCHOOLS OF BUSINESS INDUSTRY ANALYSIS
Global Macro Trends
Caribbean Islands Trends
DATE / 04/15/2023PAGE / 14
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
GRADUATE SCHOOLS OF BUSINESS INDUSTRY ANALYSIS
Global Macro Trends
Caribbean Islands Trends
DATE / 04/15/2023PAGE / 15
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
LET’S TALK STUDENTS
DATE / 04/15/2023PAGE / 16
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?
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
STUDENT PERSPECTIVE
DATE / 04/15/2023PAGE / 17
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
Fun
ctio
nal
Em
oti
onal
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?
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
LET’S TALK STUDENTS
DATE / 04/15/2023PAGE / 18
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?
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GLOBAL GSB COMMUNICATION COMPARISONSWHAT DO THESE SCHOOLS TALK ABOUT THE MOST?
DATE / 04/15/2023PAGE / 19
UCLA Anderson Thunderbird UWI Mona
International
Accredited
Community
Leadership
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REGIOINAL GSB COMMUNICATION COMPARISONSWHAT DO THESE SCHOOLS TALK ABOUT THE MOST?
DATE / 04/15/2023PAGE / 20
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.
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
GSB COMPARISONS PERCEPTUAL MAP
DATE / 04/15/2023PAGE / 21
More Functional
Less Functional
More EmotionalLess Emotional
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
GSB COMPARISONS PERCEPTUAL MAPFUNCTIONAL CAPABILITIES
DATE / 04/15/2023PAGE / 22
Academic rigor
Tougher admission process
Emphasis on rankings
Faculty publications
Facilities and technology
More Functional
Less Functional
More EmotionalLess Emotional
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
SHOULD WE COMPETE TO IMPROVE OUR FUNCTIONAL CAPABILILTIES?
DATE / 04/15/2023PAGE / 23
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?
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
SHOULD WE COMPETE TO IMPROVE OUR FUNCTIONAL CAPABILILTIES?
DATE / 04/15/2023PAGE / 24
We can try to yell louder than our competitors in functionality…
…but some schools that focus on function have more resources and have been around longer
…and the costs to upgrade functional capabilities (faculty, recruitment, students, etc.) are high
…thus, is it possible that if we added more emotional elements instead of functional ones, we would be more successful incrementally?
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
WHAT ABOUT EMOTIONAL
DATE / 04/15/2023PAGE / 25
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?
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
GSB COMPARISONS PERCEPTUAL MAPEMOTIONAL CAPABILITIES
DATE / 04/15/2023PAGE / 26
Focus on beliefs and values
Shared identity and background
Connecting people
Durability and history
More Functional
Less Functional
More EmotionalLess Emotional
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ARE THERE EXAMPLES OF SCHOOLS THAT DEMOSTRATE BOTH HIGH FUNCTIONAL AND EMOTIONAL CAPABILITIES?
DATE / 04/15/2023PAGE / 27
More Functional
Less Functional
More EmotionalLess Emotional
Mascot: The Fighting Irish
My parents went there
Football
Emphasis on alumni effectiveness
Networking and community
New program – 1 Year
Ranking
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NEGATIVE IMPACT ON EMOTIONAL CAN AFFECT THE FUNCTIONALTHUNDERBIRD’S RECENT DECLINE
DATE / 04/15/2023PAGE / 28
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
THUNDERBIRD’S RECENT DECLINE
DATE / 04/15/2023PAGE / 29
More Functional
Less Functional
More EmotionalLess Emotional
|||INNOVATION PROTOCOL / POWERPOINT / © INNOVATION PROTOCOL / CONFIDENTIAL
IN WHAT DIRECTION DO WE WANT TO POSITION ALJ?
DATE / 04/15/2023PAGE / 30
More Functional
Less Functional
More EmotionalLess Emotional
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
SUMMERYCOMPETE ON TRADITIONAL FUNCTIONAL METRICS
DATE / 04/15/2023PAGE / 31
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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
SUMMERYCOMPETE ON EMOTIONAL NEEDS
DATE / 04/15/2023PAGE / 32
Further improve on functional capabilities and compete on traditional metrics
Focus on communicating the emotional 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
|||INNOVATION PROTOCOL / POWERPOINT / TEMPLATE / © INNOVATION PROTOCOL / CONFIDENTIAL
SUMMERYTHE ANSWER PROBABLY LIES SOMEWHERE BETWEEN THE FUNCTIONAL AND EMOTIONAL
DATE / 04/15/2023PAGE / 33
Further improve on functional capabilities and compete on traditional metrics
Focus on communicating the emotional capabilities of ALJ
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Thank you.