arthur lok jack findings

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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

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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

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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)

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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?

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THE ARTHUR LOK JACK BRANDWhere is it from and where is it going?

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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


SCHOOL PERSPECTIVE – WHAT DO WE DO AND WHAT DO WE NEED TO SURVIVE?

Business schools are judged based on the students they produce.

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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


SCHOOL PERSPECTIVE - WHAT IS THE ROLE OF THE BUSINESS SCHOOL IN OUR COMMUNITY?

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Business Community

Business School

Student Body

Connector


COMMUNICATIONS AUDITHow do we communicate with our students, our school, and our company partners

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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



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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



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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


WHAT ABOUT LEADERSHIP?

Leadership…one of the most used words in business school communication

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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


WE AIM TO BE…

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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.


GRADUATE SCHOOLS OF BUSINESS INDUSTRY ANALYSIS

Global Macro Trends

Caribbean Islands Trends

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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


GRADUATE SCHOOLS OF BUSINESS INDUSTRY ANALYSIS

Global Macro Trends

Caribbean Islands Trends

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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


LET’S TALK STUDENTS

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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?


STUDENT PERSPECTIVE

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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





LET’S TALK STUDENTS

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GLOBAL GSB COMMUNICATION COMPARISONSWHAT DO THESE SCHOOLS TALK ABOUT THE MOST?

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UCLA Anderson Thunderbird UWI Mona

International

Accredited

Community

Leadership


REGIOINAL GSB COMMUNICATION COMPARISONSWHAT DO THESE SCHOOLS TALK ABOUT THE MOST?

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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.


GSB COMPARISONS PERCEPTUAL MAP

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More Functional

Less Functional

More EmotionalLess Emotional


GSB COMPARISONS PERCEPTUAL MAPFUNCTIONAL CAPABILITIES

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Academic rigor

Tougher admission process

Emphasis on rankings

Faculty publications

Facilities and technology

More Functional

Less Functional



SHOULD WE COMPETE TO IMPROVE OUR FUNCTIONAL CAPABILILTIES?

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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?


SHOULD WE COMPETE TO IMPROVE OUR FUNCTIONAL CAPABILILTIES?

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…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



WHAT ABOUT EMOTIONAL

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…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



GSB COMPARISONS PERCEPTUAL MAPEMOTIONAL CAPABILITIES

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Focus on beliefs and values

Shared identity and background

Connecting people

Durability and history

More Functional

Less Functional



ARE THERE EXAMPLES OF SCHOOLS THAT DEMOSTRATE BOTH HIGH FUNCTIONAL AND EMOTIONAL CAPABILITIES?

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More Functional

Less Functional


Mascot: The Fighting Irish

My parents went there

Football

Emphasis on alumni effectiveness

Networking and community

New program – 1 Year

Ranking


NEGATIVE IMPACT ON EMOTIONAL CAN AFFECT THE FUNCTIONALTHUNDERBIRD’S RECENT DECLINE

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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


THUNDERBIRD’S RECENT DECLINE

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More Functional

Less Functional


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IN WHAT DIRECTION DO WE WANT TO POSITION ALJ?

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More Functional

Less Functional



SUMMERYCOMPETE ON TRADITIONAL FUNCTIONAL METRICS

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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


SUMMERYCOMPETE ON EMOTIONAL NEEDS

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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


SUMMERYTHE ANSWER PROBABLY LIES SOMEWHERE BETWEEN THE FUNCTIONAL AND EMOTIONAL

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Thank you.

arthur lok jack findings

Documents

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arthur lok jack foundation

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