1. 1 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

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

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

4. 4 Language of Branding Brand equity Brand equity Assets Assets Liabilities Liabilities Brand awareness Brand awareness Brand loyalty Brand loyalty

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

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

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

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

9. 9 Questions Is reliance on our liberal arts core enough? Is reliance on our liberal arts core enough? For example: Humanities as the purveyor of ethical education For example: Humanities as the purveyor of ethical education Are we subconsciously saying that the content of business isnt part of Jesuit education? Are we subconsciously saying that the content of business isnt part of Jesuit education? What are we communicating? What are we communicating? Are our business programs seen as just add-ons to Jesuit higher education? Are our business programs seen as just add-ons to Jesuit higher education?

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