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Yale-NUS Case

Yale-NUS Case



This case was prepared by Jamie Foo and Tan Deyong as an assignment for CS 4033 Corporate Communications Management at Nanyang Technological University.

This case was prepared by Jamie Foo and Tan Deyong as an assignment for CS 4033 Corporate Communications Management at Nanyang Technological University.



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    Yale-NUS Case Yale-NUS Case Presentation Transcript

    • Jamie Foo Tan Deyong
    • Disclaimer  This case was developed based on archival research with the sole purpose for class discussion. It does not aim to serve as endorsements or to be used as a source of primary data to illustrate managerial practices of the organization(s) or individual(s) mentioned in the case.
    • Case Objectives  This case aims to illustrate some of the challenges that corporate communication practitioners may face in cross-cultural settings. It also examines how issues are framed, and what strategies to use for effective communication. At the end of the case, you will be asked to evaluate the use of issue framing.
    • EDB‟s Global Schoolhouse Initiative   Part of Singapore‟s plan to develop her higher education scene  Target of 150,000 full-fee paying international students in Singapore by 2015  Unsuccessful; only 57,120 students as of 2012  Warwick University decided against a Singaporean campus in 2005  UNSW closed its Singapore campus in 2007
    • Yale-NUS College   Partnership announced on 10 September 2010  Singapore‟s first liberal arts college  Yale‟s first campus outside of New Haven
    • Issues  Lack of academic freedom and shady financial dealings
    • Academic Freedom: Yale Faculty   Faculty voted 100-69 for resolution that expressed concern about Yale-NUS  Singapore shows “lack of respect for civil and political rights”  Yale-NUS needs “to uphold principles of civil liberty, non-discrimination, and political freedom”  Values need to be respected for a true liberal arts education
    • Academic Freedom: AAUP   AAUP = American Association of University Professors  Wrote an open letter to Yale, voicing concerns about academic freedom at Yale-NUS  Liberal arts cannot thrive in a country without free speech  Greater transparency for shared governance
    • Academic Freedom: Singapore Opposition Parties  Yale‟s New Haven  During a panel discussion at campus, party leaders condemned Yale for “being complicit in the repression of political and civil freedom by the People‟s Action Party”. Left: Chee Soon Juan Secretary-General Singapore Democratic Party Right: Kenneth Jeyaretnam Secretary-General Reform Party
    • Financial Rumors   Alleged that Yale stood to gain S$384 million through investments, from their partnership with NUS  Contradicts official statement that Yale would only be reimbursed for certain expenses
    • Yale-NUS Responds  • • Open letter to AAUP Core Statement of Freedom • President‟s Statement • Student engagement • Curriculum Report • Mainstream media
    • Open letter to AAUP   Acknowledged the AAUP‟s concerns  Yale-NUS faculty have been devising policies to ensure academic freedom  Pointed out that the AAUP did not consult any YaleNUS faculty before writing its letter  Offered to provide updates on future developments
    • Core Statement of Freedom   “We are firmly committed to the free expression of ideas in all forms-a central tenet of liberal arts education. There are no questions that cannot be asked, no answers that cannot be discussed and debated. This principle is a cornerstone of our institution.”
    • President‟s Statement   Expressed the college‟s commitment to academic freedom  Policy “specifically protects academic freedom for research, teaching, and discussion on campus and for publication of the resulting scholarship.”  However, Singapore‟s laws must still be obeyed Pericles Lewis Yale-NUS President
    • Open Communication with Students   Yale-NUS blog • A place to speak  Dialogue Sessions • Giving students a platform for feedback • Being transparent, keeping them in the loop of decisionmaking
    • Curriculum Report   90-page report on Yale-NUS curriculum  Commitment to freedom of speech  Creation of shared learning communities  Students must take 12 core subjects that span a range of topics  Co-curricular activities an essential part of learning
    • Mainstream Media 
    • Discussion Questions 1. What are some of the challenges faced by the leadership team of Yale-NUS? 2. What should the leadership team do to be mindful of Singapore‟s culture (political scene, censorship, criminalization of gay sex)?  3. What were some of the communication strategies employed by the leadership team? 4. Were these tactics effective? Choose one example and explain. 5. You are now Yale-NUS‟ Director of Public Affairs. How would you show that the school‟s commitment to academic freedom is more than just a symbolic action?
    • Activity: Simulated press conference The Yale-NUS leadership team is holding a dialogue on the college‟s policy of academic freedom. The goal is to convince the media that its liberal arts program will be successful.  Split the class into class into four groups: 1. Yale-NUS leadership team 2. Their „supporters‟ (e.g. staff of Yale-NUS) 3. Antagonistic audience (opposition leaders) 4. Neutral media The antagonistic audience will dispute Yale-NUS‟ claims that it can uphold academic freedom. The media will pose difficult questions to both parties, so as to develop an angle with the most news value.
    • Thank you