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

2. 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 2012Copyright Advancement Academy2

3. 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 7 September 2012Copyright Advancement Academy3

4. 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… 7 September 2012Copyright Advancement Academy4

5. What positioning means 7 September 2012Copyright Advancement Academy5 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.orgwww.wikipedia.org

6. Position against what/who? 7 September 2012Copyright Advancement Academy6 CriteriaMy UniversityMy competitors RESEARCH Number of national Centres of Excellence 7 http://www0.sun.ac.za/research/en/ce ntres-of-excellence http://www0.sun.ac.za/research/en/ce ntres-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 ?

7. Why positioning is important 7 September 2012Copyright Advancement Academy7 Difficult to judge excellence Too many rankings → www.topuniversities.com → www.shanghairanking.com → www.webometrics.infowww.topuniversities.comwww.shanghairanking.comwww.webometrics.info Ranking is ‘unfair’ US + EU Univ. dominate → UCT is No 103 in world → www.timeshighereducation.co.ukwww.timeshighereducation.co.uk Strong competition → 23 Higher Education Institutions in SA → How many in your country? Difficult choice from donor’s perspective

8. Why positioning is successful 7 September 2012Copyright Advancement Academy8 Top World brands 1. ? 2. IBM 3. Microsoft 4. Google 5. GE 6. McDonalds 11. Toyota 30. NESCAFE → www.interbrand.comwww.interbrand.com Top Africa brands 1. MTN 2. Absa 3. NNPC 4. Eskom 5. Shoprite 6. Safaricom → www.howmemadeitinafrica.comwww.howmemadeitinafrica.com

9. What positioning means 7 September 2012Copyright Advancement Academy9 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

10. Your markets 7 September 2012Copyright Advancement Academy10 South Africa Your Markets AfricaAfrica Western Cape World Overall Goal: ?

11. Your categories 7 September 2012Copyright Advancement Academy11 We are No 1 We are special We deliver Our tradition Overall Goal: ? Trends

12. Exercise – Your choice (5 minutes) 7 September 2012Copyright Advancement Academy12 South Africa Our Markets We are No 1 We are special We deliver AfricaAfrica Western Cape World Our tradition Overall Goal: ? Trends

13. My choice at SU 7 September 2012Copyright Advancement Academy13 South Africa Our Markets We are No 1 We are special We deliver AfricaAfrica Western 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

14. Your Train Model 7 September 2012Copyright Advancement Academy14 Renew. Energy Childhood TB ?

15. What donors ARE looking for 7 September 2012Copyright Advancement Academy15 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

16. What donors are NOT looking for 7 September 2012Copyright Advancement Academy16 No names Average → research → academics → influence the country Changing contact persons Negative media coverage Donor get involved in politics

17. Summary of key points 7 September 20120Copyright Advancement Academy17 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

18. For more information look at 7 September 2012Copyright Advancement Academy18 www.wikipedia.com www.bcg.com www.shanghairanking.com www.timeshighereducatio n.co.uk www.timeshighereducatio n.co.uk www.interbrand.com www0.sun.ac.za/research/ en/centres-of-excellence www0.sun.ac.za/research/ en/centres-of-excellence www.thehopeproject.co.za

19. Questions? 7 September 2012Copyright Advancement Academy19 “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 one which gets the beating. → Ethiopian Proverb

20. Thank you! Christoph Schmocker Stellenbosch University schmocker@sun.ac.za 7 September 2012Copyright Advancement Academy20