The University Train
Christoph Schmocker
Stellenbosch University
7 September 2012
Copyright Advancement Academy
1
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
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Scope of this session
7 September 2012
Copyright Advancement Academy
•
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
3
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…
•
7 September 2012
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to catch…
4
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
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Position against what/who?
Criteria
My University
My competitors
RESEARCH
Number of national
Centres of Excellence
Number of external
funded Chairs
7
http://www0.sun.ac.za/research/en/ce
ntres-of-excellence
Wits: 2
UCT: 2
20
Wits: 15
UCT: 33
13 + 4
Wits: 16
UCT: 35
Who are your strategic
University partners
?
?
How much funds you
get from private Sector
R 198 million in 2011
Wits: ?
UCT: 220 million
Number of NRF-rated
researchers (A + P)
MARKETING
What role a University
play to improve society
7 September 2012
-Not accepted by politic
-Too far away from people
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?
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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?
•
7 September 2012
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Difficult choice from
donor’s perspective
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Why positioning is successful
•
Top World brands
1. ?
2. IBM
3. Microsoft
4. Google
5. GE
6. McDonalds
11. Toyota
30. NESCAFE
→ www.interbrand.com
•
Top Africa brands
1.
2.
3.
4.
5.
6.
MTN
Absa
NNPC
Eskom
Shoprite
Safaricom
→ www.howmemadeitinafrica.com
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What positioning means
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•
Define criteria
for a fair selection
•
Define the process
for your selection
•
Define the markets
where you want to be
•
Make strategic choices
•
Only 3 – 4 locomotives
•
Communicate this
within your University
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Your markets
Overall Goal: ?
Your Markets Western Cape South Africa
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Africa
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World
10
Your categories
Overall Goal: ?
We are No 1
We are special
We deliver
Our tradition
Trends
7 September 2012
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Exercise – Your choice (5 minutes)
Overall Goal: ?
Our Markets Western Cape South Africa
Africa
World
We are No 1
We are special
We deliver
Our tradition
Trends
7 September 2012
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My choice at SU
Overall Goal: ‘Science for Society’
Our Markets Western Cape South Africa
Africa
World
We are No 1
?
?
Renew. Energy
Childhood TB
We are special
?
Bridging Program
Military Science
?
7’900 economics
?
?
‘Rugby Players’
?
Afrikaans Lang.
Wines
?
small Businesses
Education
Food Security
Climate Change
We deliver
Our tradition
Trends
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Your Train Model
Childhood TB
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Renew. Energy
?
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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
•
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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
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•
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
7 September 20120
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For more information look at
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•
www.wikipedia.com
•
www.bcg.com
•
www.shanghairanking.com
•
www.timeshighereducatio
n.co.uk
•
www.interbrand.com
•
www0.sun.ac.za/research/
en/centres-of-excellence
•
www.thehopeproject.co.za
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Questions?
“Globalisation and neoliberalism 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 one
which gets the beating.
→ Ethiopian Proverb
7 September 2012
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Thank you!
Christoph Schmocker
Stellenbosch University
schmocker@sun.ac.za
7 September 2012
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