Business Commons^™

Services Branding Strategies: Using Corporate Branding To Market Educational Institutions, Joo-Gim Heaney, Michael Heaney

Business Conference Papers

Corporate Branding has been suggested as an appropriate branding strategy for branding services as opposed to service product branding (Dall’Olmo Riley and de Chernatony, 2000). As corporate branding takes into account the perspectives of various stakeholders associated with the organization, this concept then becomes a crucial strategy when branding and marketing educational institutions. This paper provides an important theoretical contribution to services marketing literature by providing conceptual applications of corporate branding to educational institutions.

The paper also examines how different stakeholders including staff, students, admissions officers and other related faculty and parents can be integrated to enhance the branding of …

The Campaign To Arrest Ed Shann’S Influence In Western Australia, Gregory C G Moore

Business Conference Papers

Shann towered over the discipline of economics in the state of Western Australia in the first third of the twentieth century. He was the foundation professor in history and economics from 1913 to 1931 and inaugural professor of economics from 1931 to 1934 at the University of Western Australia (UWA); he set the curriculum for the subjects that constituted the economics major that was offered at UWA over this period and ensured that it had a market-driven, policy-oriented and historical flavour; he trained a generation of bright young men and women—such as John La Nauze, Nugget Coombs, Merab Harris, Paul …

A Model For Experiential Learning And Community Engagement In Marketing Research, Maria M. Ryan, Gary Marchioro

Business Conference Papers

This paper outlines a model developed in a partnership between a university business school and a state government education department. The model is based on an environment of experiential learning within a marketing research unit for university students and provides market information for primary and secondary school principals to facilitate the development of their school marketing plans. The paper also discusses the development of expertise in the researching of local educational needs, by a community’s education sector, with a view to establishing long term, mutually beneficial relationships.

Corporate Social Responsbility In Business Courses: How Can Generation Y Learn?, Joo-Gim Heaney, Damian Gleeson

Business Conference Papers

This paper deals with the teaching of Corporate Social Responsibility (CSR) in Business courses to Generation Y Business students in Australian universities. Generation Y students embody particular characteristics that may seem paradoxical, such as placing an increased emphasis on an improved materialistic lifestyle alongside green marketing or climate change issues. Generation Ys also highly value a balanced work-leisure environment but are comfortable with living on high levels of debt and expenses. The question then emerges: what is the most effective method of educating Generation Y Business students about CSR? A three-fold approach is proposed: a foundation of life-long learning about …