1. WWW.UNIVERSUMGLOBAL.COM UNIVERSUM STUDENT SURVEY 2013 University Report | Middle East Edition American University of Beirut | All students

2. 2 About Universum 2013 | Middle East | Students | All students With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks. Universum annually conducts quantitative and qualitative research with over 400.000 talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers. For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies. Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights. Universum’s unique global reach ensures the comparability of research results across markets. We partner with more than 1.700 of the top academic institutions in the world. Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships.

3. 3 Our clients and media partners 2013 | Middle East | Students | All students Some of the world’s most attractive employers Some of the world’s most trusted publishers

4. 4 What we cover in the report 2013 | Middle East | Students | All students 6. APPENDIX Additional data on topics covered in previous sections. 6. APPENDIX Additional data on topics covered in previous sections. 5. SUMMARY A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students. 5. SUMMARY A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students. 4. UNIVERSITY PERCEPTION Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university. 4. UNIVERSITY PERCEPTION Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university. 1. KEY BACKGROUND DATA An overview of the groups covered in this report and presents key background information about the samples. 1. KEY BACKGROUND DATA An overview of the groups covered in this report and presents key background information about the samples. 2. CAREER PREFERENCES Find out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique. 3. EMPLOYER PREFERENCES Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years. 3. EMPLOYER PREFERENCES Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.

5. 5 Table of contents 2013 | Middle East | Students | All students EMPLOYER PREFERENCES CAREER PREFERENCES KEY BACKGROUND DATAAPPENDIX SUMMARY UNIVERSITY PERCEPTION KEY BACKGROUND DATA An overview of the groups covered in this report and presents key background information about the samples.

6. 6 University reports can be based on the total number of respondents from all main fields of study, or may be specific to a main field of study. This particular report is specific to: All students. Groups in this report 2013 | Middle East | Students | All students Global 4 085 Field period: April to August 2013 Your university Middle East The comparisons in this report are based on: All students Participating students from your university. Throughout the report, this group is referred to as ”American University of Beirut”. Participating students from 12 educational institutions in Middle East. Throughout the report, this group is referred to as “All universities”. Students participate annually in Universum’s global career research. 400 000+ 869

7. 7 About the Universum Student Survey and the target group 2013 | Middle East | Students | All students THE QUESTIONNAIRE Created based on 25 years of experience, extensive research within HR, focus groups and communication with both our clients and students. Global perspective - local insight. THE QUESTIONNAIRE Created based on 25 years of experience, extensive research within HR, focus groups and communication with both our clients and students. Global perspective - local insight. FIELD PERIOD April to August 2013 FIELD PERIOD April to August 2013 DATA COLLECTION Conducted via an exclusive survey, distributed via university contacts, the Universum Panel and local partners. DATA COLLECTION Conducted via an exclusive survey, distributed via university contacts, the Universum Panel and local partners. STATISTICAL ANALYSIS In order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets. STATISTICAL ANALYSIS In order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets. METHODOLOGY 64 % 36 % 12 Educational institutions 4 085 all students in the survey THIS REPORT Total number of respondents in the survey Total number of respondents in the survey 4 085

8. 8 What is the highest academic degree you are currently pursuing? Degree 2013 | Middle East | Students | All students

9. 9 44 % Target group | Students’ characteristics 2013 | Middle East | Students | All students Average academic performance: Year of graduation: Average age (years): 20,1 out of 10 Average age (years): 21,4 56 % 7,9 64 % 36 % Average academic performance: out of 10 7,6 All universities American University of Beirut Year of graduation:

10. 10 Table of contents 2013 | Middle East | Students | All students CAREER PREFERENCES Find out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique. EMPLOYER PREFERENCES CAREER PREFERENCES KEY BACKGROUND DATAAPPENDIX SUMMARY UNIVERSITY PERCEPTION

11. 11 What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? Expected monthly salary 2013 | Middle East | Students | All students 1 7191 719 1 5261 526 EUR TotalTotal All universities American University of Beirut

12. 12 What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? What is your gender? Expected monthly salary 2013 | Middle East | Students | All students American University of Beirut EUR 1 3001 300 1 8341 834 EUR FemaleFemale MaleMale

13. 13 What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation? What is your gender? Expected monthly salary 2013 | Middle East | Students | All students All universities EUR 1 4771 477 2 1262 126 EUR FemaleFemale MaleMale

14. 14 Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives. Career goals 2013 | Middle East | Students | All students

15. 15 This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students. The Universum Drivers of Employer Attractiveness 2013 | Middle East | Students | All students The contents and demands of the job, including the learning opportunities provided by the job Challenging work Client interaction Control over my number of working hours Flexible working conditions High level of responsibility Opportunities for international travel/relocation Professional training and development Secure employment Team-oriented work Variety of assignments The monetary compensation and other benefits, now and in the future Clear path for advancement Competitive base salary Competitive benefits Good reference for future career High future earnings Leadership opportunities Overtime pay/compensation Performance-related bonus Rapid promotion Sponsorship of future education The attributes of the employer as an organisation Attractive/exciting products and services Corporate Social Responsibility Environmental sustainability Ethical standards Fast-growing/entrepreneurial Financial strength Innovation Inspiring management Market success Prestige EMPLOYER REPUTATION & IMAGEJOB CHARACTERISTICS REMUNERATION & ADVANCEMENT OPPORTUNITIES The social environment and attributes of the workplace A creative and dynamic work environment A friendly work environment Acceptance towards minorities Enabling me to integrate personal interests in my schedule Interaction with international clients and colleagues Leaders who will support my development Recognising performance (meritocracy) Recruiting only the best talent Respect for its people Support for gender equality PEOPLE & CULTURE

16. 16 How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives. This table shows the most attractive of the 40 attributes, taking into account the overall importance of the driver categories to the students. This analysis gives a summarised 360 degree view of what influences employer attractiveness. Students’ top 10 preferences 2013 | Middle East | Students | All students All universities American University of Beirut Employer Reputation & Image People & Culture Job Characteristics Remuneration & Advancement Opportunities

17. 17 Are you currently studying in your home country? Do you plan to go abroad to continue studying? Geographical mobility | Students planning to study abroad 2013 | Middle East | Students | All students All universities American University of Beirut 72% of the students studying in their home country plan to go abroad to continue studying 76% of the students studying in their home country plan to go abroad to continue studying Currently studying in your home country

18. 18 Table of contents 2013 | Middle East | Students | All students EMPLOYER PREFERENCES Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years. EMPLOYER PREFERENCES CAREER PREFERENCES KEY BACKGROUND DATAAPPENDIX SUMMARY UNIVERSITY PERCEPTION

19. 19 In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives. Most preferred industries 2013 | Middle East | Students | All students

20. 20 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 20 2013 | Middle East | Students | All students American University of Beirut | Business/Commerce

21. 21 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Have you or will you apply to these employers? Potential Applicants’ Ranking | Top 10 2013 | Middle East | Students | All students American University of Beirut | Business/Commerce

22. 22 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 20 2013 | Middle East | Students | All students American University of Beirut | Engineering/IT

23. 23 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Have you or will you apply to these employers? Potential Applicants’ Ranking | Top 10 2013 | Middle East | Students | All students American University of Beirut | Engineering/IT

24. 24 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 20 2013 | Middle East | Students | All students American University of Beirut | Natural Siences/Health/Medicine

25. 25 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Have you or will you apply to these employers? Potential Applicants’ Ranking | Top 10 2013 | Middle East | Students | All students American University of Beirut | Natural Siences/Health/Medicine

26. 26 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 20 2013 | Middle East | Students | All students American University of Beirut | Humanities/Liberal Arts/Education/Law

27. 27 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Have you or will you apply to these employers? Potential Applicants’ Ranking | Top 10 2013 | Middle East | Students | All students American University of Beirut | Humanities/Liberal Arts/Education/Law

28. 28 Through which channels have you learnt about these employers? Please select as many alternatives as applicable. Actual communication channels | Top 10 2013 | Middle East | Students | All students

29. 29 Table of contents 2013 | Middle East | Students | All students UNIVERSITY PERCEPTION Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university. EMPLOYER PREFERENCES CAREER PREFERENCES KEY BACKGROUND DATAAPPENDIX SUMMARY UNIVERSITY PERCEPTION

30. 30 Have you used the career services office at your college or university? Career Services | Usage 2013 | Middle East | Students | All students Yes No YesNo All universities American University of Beirut

31. 31 How would you rate the career services offered at your college or university? Career Services | Feedback 2013 | Middle East | Students | All students POOR Average satisfaction: American University of Beirut All universities 7,2 6,7 EXCELLENT American University of Beirut All universities

32. 32 Which of these career services are most important to you? Career Services | Importance 2013 | Middle East | Students | All students American University of Beirut On campus events Online Personal counselling

33. 33 Which of these career services are most important to you? Career Services | Importance 2013 | Middle East | Students | All students All universities On campus events Online Personal counselling

34. 34 Which of the following were the most integral factors in choosing your college or university? Factors affecting university choice 2013 | Middle East | Students | All students

35. 35 If you could begin your studies again at any college or university, which would you choose? If students could begin their studies again | Preferred universities 2013 | Middle East | Students | All students American University of Beirut 40% would choose another university. The most preferred are presented in the table. 60% of your students would choose American University of Beirut if they made the choice again.

36. 36 If you could begin your studies again at any college or university, which would you choose? If students could begin their studies again | Current college or university 2013 | Middle East | Students | All students The table presents universities with the highest percentage of their students selecting “Current college or university” in this question

37. 37 Which attributes do you perceive as the most attractive? Most attractive university attributes 2013 | Middle East | Students | All students

38. 38 If you could begin your studies again at any college or university, which would you choose Which of the following attributes do you associate with each college or university? Associated attributes with American University of Beirut 2013 | Middle East | Students | All students

39. 39 Please write the first word that comes to mind when thinking of your college or university. Top of mind association 2013 | Middle East | Students | All students American University of Beirut

40. 40 Based on your experiences, how likely would you be to recommend your college or university to a friend or family member? University recommendations 2013 | Middle East | Students | All students VERY UNLIKELY American University of Beirut All universities 8,5 7,8 Average score: American University of Beirut All universities VERY LIKELY

41. 41 Table of contents 2013 | Middle East | Students | All students SUMMARY A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students. EMPLOYER PREFERENCES CAREER PREFERENCES KEY BACKGROUND DATAAPPENDIX SUMMARY UNIVERSITY PERCEPTION

42. 42 44 % This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research. Quick facts about student’s career preferences 2013 | Middle East | Students | All students Average age (years): 20,1 56 % American University of Beirut Top 3 most used communication channels: Career fairs Social networks/communities Employer websites Top 3 industries: Management and Strategy Consulting Health Care Services Engineering and Manufacturing Top 5 most attractive attributes: Professional training and development (Job Characteristics) Leadership opportunities (Remuneration & Advancement Opportunities) High future earnings (Remuneration & Advancement Opportunities) Opportunities for international travel/relocation (Job Characteristics) A creative and dynamic work environment (People & Culture) 1 526 EUR Top 3 career goals: To have work/life balance To have an international career To be dedicated to a cause or to feel that I am serving a greater good Top 3 career profiles: Leader Entrepreneur Idealist Average expected monthly salary:

43. 43 This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research. Quick facts about student’s career preferences 2013 | Middle East | Students | All students Average age (years): 21,4 All universities Top 3 most used communication channels: Social networks/communities Career fairs Employer websites Top 3 industries: Banks Educational and Scientific Institutions Management and Strategy Consulting Top 5 most attractive attributes: A creative and dynamic work environment (People & Culture) Professional training and development (Job Characteristics) Respect for its people (People & Culture) A friendly work environment (People & Culture) Opportunities for international travel/relocation (Job Characteristics) 1 719 EUR Average expected monthly salary: Top 3 career goals: To have work/life balance To have an international career To be entrepreneurial or creative/innovative 36 % 64 % Top 3 career profiles: Leader Entrepreneur Idealist

44. 44 Table of contents 2013 | Middle East | Students | All students APPENDIX Additional data on topics covered in previous sections. EMPLOYER PREFERENCES CAREER PREFERENCES KEY BACKGROUND DATAAPPENDIX SUMMARY UNIVERSITY PERCEPTION

45. 45 2013 | Middle East | Students | All students APPENDIX RESEARCH BACKGROUND QUESTIONS DRIVERS OF EMPLOYER ATTRACTIVENESS PREFERRED EMPLOYERS CAREER PROFILES

46. 46 What is your major(s)/main area(s) of study? Areas of study | Business 2013 | Middle East | Students | All students

47. 47 What is your major(s)/main area(s) of study? Areas of study | Engineering 2013 | Middle East | Students | All students

48. 48 What is your major(s)/main area(s) of study? Areas of study | IT 2013 | Middle East | Students | All students

49. 49 What is your major(s)/main area(s) of study? Areas of study | Natural Sciences 2013 | Middle East | Students | All students

50. 50 What is your major(s)/main area(s) of study? Areas of study | Humanities/Liberal Arts/Education 2013 | Middle East | Students | All students

51. 51 What is your major(s)/main area(s) of study? Areas of study | Law 2013 | Middle East | Students | All students

52. 52 Which educational institution do you attend?The group “All universities” is represented by the sample of students from these universities with the respective number of respondents in percentages covered in this report. These respondent percentages are weighted according to the actual population of students at these universities. All universities (1/1) 2013 | Middle East | Students | All students

53. 53 APPENDIX RESEARCH BACKGROUND QUESTIONS PREFERRED EMPLOYERS CAREER PROFILES

54. 54 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 10 1. Google (31,21%) 2. Ernst & Young (26,75%) 3. Booz & Company (23,57%) 4. Nestlé (21,66%) 5. Procter & Gamble (20,38%) 6. Deloitte (19,75%) 7. McKinsey & Company (18,47%) 8. The Boston Consulting Group (14,65%) 9. Johnson & Johnson (14,01%) 9. PwC (14,01%) 1. Google (32,01%) 2. Saudi Aramco (22,81%) 3. SABIC (13,85%) 4. Microsoft (11,61%) 5. Procter & Gamble (11,56%) 6. Zain (9,20%) 7. Ernst & Young (8,98%) 8. KPMG (8,64%) 9. HSBC (7,68%) 10. Nestlé (7,61%) 2013 | Middle East | Students | All students All universities | Business/Commerce American University of Beirut | Business/Commerce

55. 55 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 10 1. Google (28,34%) 2. Microsoft (20,38%) 3. Dar Al-Handasah (17,52%) 4. Intel (14,97%) 5. Booz & Company (13,69%) 5. Petrofac (13,69%) 7. McKinsey & Company (10,51%) 7. Sony (10,51%) 9. General Motors (9,87%) 10. Schlumberger (9,55%) 1. Google (26,90%) 2. Saudi Aramco (25,58%) 3. Schlumberger (21,45%) 4. Microsoft (21,16%) 5. SABIC (14,61%) 6. IBM (10,95%) 7. Qatar Petroleum (10,41%) 8. General Electric (9,80%) 9. Intel (9,46%) 10. Oracle (8,14%) 2013 | Middle East | Students | All students All universities | Engineering/IT American University of Beirut | Engineering/IT

56. 56 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 10 1. Nestlé (28,47%) 2. Sidra Medical Research Centre (20,14%) 3. Google (19,44%) 4. L'Oréal (16,67%) 5. Unilever (9,72%) 6. GlaxoSmithKline (9,03%) 7. Kraft Foods/Mondelez International (7,64%) 8. Microsoft (6,94%) 8. PepsiCo (6,94%) 8. Procter & Gamble (6,94%) 1. Saudi Aramco (35,78%) 2. Sidra Medical Research Centre (16,82%) 3. Nestlé (14,20%) 4. Google (14,03%) 5. Pfizer (10,91%) 6. Johnson & Johnson (10,60%) 7. L'Oréal (10,39%) 8. GlaxoSmithKline (8,24%) 9. Unilever (7,52%) 10. Qatar Petroleum (7,39%) 2013 | Middle East | Students | All students All universities | Natural Siences/Health/Medicine American University of Beirut | Natural Siences/Health/Medicine

57. 57 Please select five employers from the list below for which you would most like to work - your five Ideal Employers Ideal Employer Ranking | Top 10 1. Google (39,34%) 2. L'Oréal (21,31%) 3. Nestlé (16,39%) 4. IKEA (11,48%) 5. adidas (9,84%) 5. Solidere (9,84%) 7. Ernst & Young (8,20%) 7. Microsoft (8,20%) 7. Procter & Gamble (8,20%) 7. Qatar Airways (8,20%) 1. Saudi Aramco (39,62%) 2. Google (29,04%) 3. Al Rajhi Bank (15,36%) 4. Microsoft (12,94%) 5. SABIC (12,57%) 6. Zain (10,15%) 7. Riyad Bank (9,83%) 8. Kingdom Holding Company (9,47%) 9. SABB (9,14%) 10. Samba financial group (8,75%) 2013 | Middle East | Students | All students All universities | Humanities/Liberal Arts/Education/Law American University of Beirut | Humanities/Liberal Arts/Education/Law

58. 58 2013 | Middle East | Students | All students APPENDIX RESEARCH BACKGROUND QUESTIONS DRIVERS OF EMPLOYER ATTRACTIVENESS PREFERRED EMPLOYERS CAREER PROFILES

59. 59 The Universum Career Profiles are based on the attributes that students select as most important. Universum Career Profiles 2013 | Middle East | Students | All students LEADER: A student who has an inspiring attitude and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility. INTERNATIONALIST: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad. IDEALIST: A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards. HUNTER: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs. CAREERIST: A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment. ENTREPRENEUR: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems. HARMONISER: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy.

60. 60 Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix. Universum Career Profiles 2013 | Middle East | Students | All students American University of Beirut All universities

61. 61 Universum Career Profiles 1/2 2013 | Middle East | Students | All students HARMONISER Respect for its people (2) Enabling me to integrate personal interests in my schedule (3) Team-oriented work (1) Secure employment (2) Control over my number of working hours (3) Flexible working conditions (3) Overtime pay/compensation (1) The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness. Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached. The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness. Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached. CAREERIST Prestige (3) Recruiting only the best talent (3) Clear path for advancement (3) Market success (1) Professional training and development (1) Sponsorship of future education (2) Rapid promotion (3) Recognizing performance (meritocracy) (2) Good reference for future career (3) ENTREPRENEUR Fast-growing/entrepreneurial (3) A creative and dynamic work environment (3) Challenging work (1) Variety of assignments (1) Innovation (2) Attractive/exciting products and services (1) 6 out of 11 points 7 out of 15 points 12 out of 21 points

62. 62 Universum Career Profiles 2/2 2013 | Middle East | Students | All students INTERNATIONALIST Opportunities for international travel/relocation (3) Interaction with international clients and colleagues (3) HUNTER Competitive base salary (3) High future earnings (3) Performance-related bonus (2) Competitive benefits (1) Client interaction (1) Financial strength (1) IDEALIST A friendly work environment (1) Ethical standards (3) Corporate Social Responsibility (3) Environmental sustainability (3) Support for gender equality (2) Acceptance towards minorities (2) 6 out of 14 points 6 out of 6 points 6 out of 11 points LEADER Leadership opportunities (3) Leaders who will support my development (3) High level of responsibility (2) Inspiring management (2) 5 out of 10 points

63. Are your activities effectively building a strong brand? Are you satisfied with how you are perceived internally and externally? OUR APPROACH TO STRATEGIC BRANDING OF HIGHER EDUCATION INSTITUTIONS Introduction and background What is important and relevant to your target groups? What makes a college/university attractive? How are you currently perceived by different target groups? What impressions do current students, employees and/or employer partners have? What are the perceived strengths and weaknesses? How can you improve your university website and other marketing material (ads, brochures, posters, etc)? Is your intended message being communicated effectively? What should you emphasize in the communication to maximize its effectiveness? What do you need to reposition to create a desired image of your college/university? How should you communicate the university/college offering to different target groups? What channels and which approaches are most effective for each group?

64. Introduction and background INFLUENCE YOUR BRAND IN THE RIGHT DIRECTION ALL HIGHER EDUCATION INSTITUTIONS HAVE A BRAND. Even if higher education institutions don’t actively control the brand, it exists and influences the opinions, actions and decisions of different groups. THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE. Not only does a strong brand help attract future students, employees and/or partners, it also creates an internal identity, which increases loyalty, engagement as well as cultivates brand ambassadors. THE CORE OF THE BRAND IS THE UVP. To influence the brand, universities/colleges need a Unified Value Proposition (UVP) that is attractive, true, credible, distinct and sustainable. AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION. It is important that the UVP is developed using in-depth research about the relevant target groups, in order to create a compelling, sustainable and effective brand. UVP

65. WWW.UNIVERSUMGLOBAL.COM Julie Giraud-Avril, EMEA Senior University Relations Manager Julie.giraud-avril@universum.se +33 1 82 00 97 46 TACK SÅ MYCKET !