Going global: Adapting your brand to new markets
Abstract
Within higher education, several institutions are seeking to expand their footprint, both to new cities within their home country as well as to locations abroad. This paper will explore a case study of how the McDonough School of Business, Georgetown University, introduced its top-ranked Executive MBA programme, which typically recruits working professionals able to commute to Washington, DC, and to the Dubai, UAE, market. This effort required alignment with the school and university’s global strategy, in-depth market research and brand alignment to the professional environment in the Middle East, North Africa, South Asia (MENASA) region and support from key individuals and organisations in the region. The result was the successful launch of the programme and the expansion of the business school to a new market. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Teresa Mannix is the Chief Marketing and Communications Officer at Georgetown McDonough and oversees the school’s integrated marketing and communications efforts, as well as events and brand experience. She joined McDonough in 2009 as the Director of Media Relations, and she previously was the Director of News and Information and spokeswoman at the University of Mary Washington. Mannix is a board member and past president of the College Communicators Association of Virginia and DC, and she sits on the Georgetown Staff/AAP Advisory Council. She holds a BA degree from the University of Mary Washington, an MA degree from George Mason University and certificates in marketing and leadership from Georgetown.
Shelly Heinrich is a Senior Assistant Dean for Graduate Admissions and Career Management at the Cox School of Business, Southern Methodist University, and a former Associate Dean of MBA Admissions and the Executive Director of Programme Marketing at the McDonough School of Business, Georgetown University. As a senior marketing and recruitment professional with 20 years in the higher education, corporate and non-profit sectors, Heinrich has led the marketing, recruitment, admissions and career management/employer strategy for multiple degree programmes. Within the realm of marketing, these strategies have included paid social, search, native, out-of-home, digital, radio, television and organic social, video, blog, event and e-mail communication campaigns. She has taught marketing to higher education marketing executives at the Graduate Management Admissions Council (GMAC) Annual Conference two years in a row and teaches a Digital Marketing Analytics MBA elective at Georgetown. She has an MBA degree and Certificate in Marketing from Georgetown University, an MEd degree from UT-Austin and a BBA degree from Texas Christian University.
Prashant Malaviya has over three decades of academic experience and over 10 years in administrative roles and conducts research on consumer psychology, branding and advertising. He teaches various marketing courses, including core marketing courses, branding and brand management, advertising strategy and customer centricity. For the last two years, Malaviya has been responsible for the school’s growth initiatives, including in overseas locations. He led the effort to establish operations in Dubai, UAE, and oversaw all aspects of the programme launch, including marketing, branding, admissions, programme development and design and programme management. He continues to serve as the Academic Director of the Executive MBA programme in Dubai.
