Innovative STSA Programs for Business Students

1. Innovative STSA Programs for Business Students Newell D. Wright, Ph.D. Professor of Marketing James Madison University After July 1: Professor of Marketing and Director, Center for Global Initiatives and Leadership North Dakota State University

2. Credentials 17 Semesters abroad 8 STSAs 750+ total students abroad (250 STSA students over eight years) Director, Center for Global Initiatives and Leadership at North Dakota State University

3. SWOT • What are your strengths as a university or college of business? • Proximity • Focus • Percentage of business students • What are your weaknesses? • Language • Student demographics

4. SWOT • What opportunities exist in the marketplace? • Partnerships? • “Hot spots” around the globe • What are your weaknesses? • Distance? • Student demographics

5. Course Selection • Class selection is critical here • Good: • Courses used by all business majors (e.g., principles of marketing or management) • Core major courses from large majors (varies by school), such as marketing • Courses used by more than one major, e.g., international finance or management

6. Course Selection • Bad • “Special Topics” courses that do not progress students towards a degree • Language, art, humanities, etc. • Why? • “Bad” courses lead to hidden costs

7. Course Selection • Be Mindful of COB/AACSB course requirements • Accomplish all AOL requirements • Be mindful of downstream courses • Face time, down to the minute • What is your “Hook?” • Successful courses I have used: • Principles courses • Global Marketing

8. Segmenting Students • Bad Selection Criteria: • Pulse • Hefty bank account • Good Selection Criteria: • GPA cutoffs • Competitive acceptance • Business vs. Non-Business Students

9. Course Language To attract the largest number of students, teach courses in English Why?

10. Region, Not Country Additional rational for English Enhanced student interest for multiple countries Greater business opportunities Glimpse the logic of business across countries

11. Region, Not Country • Belgium • English widely spoken in Brussels, Flanders • Brussels is the HQ of the European Union • Centrally located; easy access to other countries • AACSB International accredited partner school (University of Antwerp)

12. Positioning • Two targets: • Parents • Students • Web site should be designed for parents! • Target other promotional efforts to students

13. Positioning to Parents • Stress the following: • Progress toward the degree • Useful courses! • Value of the program • Enhanced recruitment opportunities • Acquisition of valuable skills • Increased cultural knowledge • Mind expanding educational experience

14. Positioning to Students • Stress the following: • Travel opportunities • Program and individual travel • Unique opportunities • Belgian cuisine (food, alcohol, chocolate, etc.) • Fun activities (group meals, gatherings) • Stress previous student experiences • Tell them what to tell their parents!

15. Program Delivery Under promise and over delivery Structure lodging to facilitate social interaction Include surprise elements Seek to create “magic moments” Select the right contexts Academics…