The University Train Christoph Schmocker Stellenbosch University 7 September 2012Copyright Advancement Academy1

Copyright Advancement Academy 1

The University Train

Christoph SchmockerStellenbosch University

7 September 2012

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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


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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…


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What positioning means


• 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

http://www.wikipedia.org/

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Position against what/who?


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 ?

http://www0.sun.ac.za/research/en/centres-of-excellence


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Why positioning is important


• 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

http://www.topuniversities.com/

http://www.shanghairanking.com/

http://www.webometrics.info/

http://www.timeshighereducation.co.uk/

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Why positioning is successful


• 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

http://www.interbrand.com/

http://www.howmemadeitinafrica.com/

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What positioning means


• 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


South AfricaYour Markets AfricaWestern Cape World

Overall Goal: ?

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Your categories


We are No 1

We are special

We deliver

Our tradition

Overall Goal: ?

Trends

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Exercise – Your choice (5 minutes)


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


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

Copyright Advancement Academy 14

Your Train Model

7 September 2012

Renew. EnergyChildhood TB ?

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What donors ARE looking for


• 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


• 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


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


• 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

http://www.wikipedia.com/

http://www.bcg.com/

http://www.shanghairanking.com/



http://www.interbrand.com/



http://www.thehopeproject.co.za/

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Questions?


“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 [email protected]


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The University Train Christoph Schmocker Stellenbosch University 7 September 2012Copyright Advancement Academy1