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This panel discussion will consider the ways in which universities use internationalisation, in particular international partnerships and strategic alliances, to supporting their marketing and branding activities with the aim of positioning themselves competitively in a global market. The speakers will offer different perspectives on the development of a university’s brand image and reputation, including the role of consultancies, usually external to an institution, in marketing and brand promotion and the growing use of networks or strategic alliances to shape an institution’s reputation and image. Some case studies of particular universities will illustrate different approaches to this issue. The panel discussion will engage the audience through interactive discussion in reviewing a number of alternative strategic approaches that institutions can consider for their own further development.
QS Asia-Pacific Professional Leaders in Education (QS-APPLE) 7th Annual Conference, University of Santo Tomas, Manila, November 2011
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