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Branding: Are We Delivering Jesuit and Business Curriculums?

Branding: Are We Delivering Jesuit and Business Curriculums?. La Verne Hairston Higgins Le Moyne College Colleagues in Jesuit Business Education 9 th Annual Conference 28 July 2006. Branding:. The process of placing an image of distinctiveness in the minds of a targeted audience.

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Branding: Are We Delivering Jesuit and Business Curriculums?

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  1. Branding: Are We Delivering Jesuit and Business Curriculums? La Verne Hairston Higgins Le Moyne College Colleagues in Jesuit Business Education 9th Annual Conference 28 July 2006

  2. Branding: • The process of placing an image of distinctiveness in the minds of a targeted audience

  3. Branding • “…is anti-intellectual; it is morally vacuous and manipulative; it so dignifies materialism as to compromise the Catholic and Jesuit identity of our schools…” John Hollwitz,20041 1Conversations, Spring 2004

  4. Language of ‘Branding’ • Brand equity • Assets • Liabilities • Brand awareness • Brand loyalty

  5. What is a ‘Brand’? • Based on distinctiveness • ‘Key’ that elicits attributes or characteristics • A heuristic • name • symbol • ‘Jesuit’ heuristic? • ?

  6. What is the “Jesuit” brand? • Historical reputation • Quality education • Faith based • Commitment to social justice • Strong basic skills • Strong discernment/critical thinking emphasis • Non-ethnocentric, accepting of diverse • catholic

  7. What is the business education brand? • AACSB • Quality • Learning objectives • Disciplinary expertise • Diversity awareness • Global awareness • Technologically savvy • Portability • Heuristic ?? • ??

  8. How is the “Jesuit” brand being meshed into business curricula? • What is a ‘Jesuit business’ education? • What is the curriculum? • What is the ‘Jesuit business’ brand? • What makes it distinctive? • Are we delivering it? • Not just • Professional preparation • Job training

  9. Questions • Is reliance on our ‘liberal arts’ core enough? • For example: ‘Humanities’ as the purveyor of ethical education • Are we subconsciously saying that the content of business isn’t part of Jesuit education? • What are we communicating? • Are our business programs seen as just add-ons to Jesuit higher education?

  10. Putting the Jesuit into our business programs • Not just community service projects in capstone courses • Economics • “Public good” • Corporate social responsibility • “Business, government and society” • Pre-Milton Freedman curriculum • The whole person for today and tomorrow • ?

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