Enhancing Internationalisation
through Dual Degrees-A Competitive Advantage
GOstralia – Stuttgart 2006
Dawn Koban
Overview
• Terminology
• Degree areas and Combinations
• Macquarie Dual Degree Statistics
and Models
• Competitive Advantages
• Marketing
• Future Directions and opportunities
GOstralia – Stuttgart 2006
Dawn Koban
Terminology
Dual Degrees
Two Degrees at two Institutions
Joint Degrees
Single degrees at two or more
institutions
Concurrent Degrees
(Double)
Two degrees at the same
institution
GOstralia – Stuttgart 2006
Dawn Koban
Degree Areas and
Combinations
Combinations
Areas
UG to UG
•
•
•
•
France/Japan
UG to PG
Mexico/Chile/Colombia/
Indonesia
PG to PG
France/Germany/Denmark/
Mexico/Indonesia
PhD to PhD (Cotutelle)
Europe
Others: Diploma to Degree/
PG Certificate/Diploma to Master
•
•
•
•
Bachelor of Business
Bachelor of International Business
Bachelor of Information Systems
Graduate Accounting and
Commerce Centre
(MComm Bus/Mkt/AccFin/IS&T)
Masters of International Business
Master of International Relations
Master of International
Communication
Masters of International
Scholarship
GOstralia – Stuttgart 2006
Dawn Koban
UG to PG Model 1
Partner
Partner
Partner
Partner
Partner
Partner
Partner
MQ
MQ
Case by case
GOstralia – Stuttgart 2006
• 9-10 semester degree
• Standard has final two
semesters at PG level
• 7 semesters completed at
partner
• 2 semesters GACC MQ
• One semester partner
where necessary
Dawn Koban
UG to PG Model 2
Partner
Partner
Partner
Partner
Partner
Partner
Partner
Partner
MQ
MQ
GOstralia – Stuttgart 2006
8-10 semester degree
6-8 semesters partner
2 semesters GACC
Dawn Koban
PG to PG
3 Semester Model
Partner
Merger of two 1-year
degrees
Either
institution
MQ
Advanced standing
Partner
MQ
Partner
MQ
MQ
GOstralia – Stuttgart 2006
Partner
Highly compatible
degrees
Inbound and outbound
Dawn Koban
PG to PG -- 4 semesters
Partner
4 semester degree
Partner
3 semesters partner
MQ
1 semester MQ
Inbound
Partner
Thesis requirement
GOstralia – Stuttgart 2006
Dawn Koban
PG to PG Models 3 & 4
Partner
3 semester home
degree
Partner
Partner
MQ
GOstralia – Stuttgart 2006
Partner
50% advanced
standing into
GACC
Partner
1 semester to
complete GACC
MQ
Total structure
dependent on DD
arrangement
Normally MIB
Compulsory 1 year
abroad
2 semesters home
Inbound
MQ
2 semesters MQ
Inbound and
outbound
Dawn Koban
Macquarie Dual Degrees
Inbound/Outbound
Total Dual Degrees students
- Inbound and Outbound
35
Inbound
31
Outbound
30
25
19
16
20
11
15
10
7
6
13
13
10
9
6
6
4
5
5
0
2003/1
Semeste
r
2003/2
2004/1
2004/2
2005/1
2005/2
2006/1
2003/
1
2003/
2
2004/
1
2004/
2
2005/
1
2005/
2
2006/
1
Total
Inbound
6
7
11
19
16
6
31
96
Outbound
4
6
13
13
10
9
5
60
GOstralia – Stuttgart 2006
Dawn Koban
Marketing
Understanding the audience
Utilising the appropriate modes of communication
•Virtual Marketing
•Vertical Marketing
•Viral Marketing
Providing innovative models of education
Augmenting existing programs/structures
GOstralia – Stuttgart 2006
Dawn Koban
The Audience--Millennials




Has ‘always’ known technology
Don’t like being called Gen ‘Y’
No brand loyalty
Parent Involvement
GOstralia – Stuttgart 2006
Messages consistently sent to them
Flexibility
Consumerism
Instant Gratification
More exposed to Multiculturalism
Dawn Koban
10 Things to Remember
about Millennials
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Technologically savvy
Team oriented
More conservative
Value privacy
Close to their parents
Straight-shooters
They’re programmed
Like things that can be measured
They are privileged
They want to change the world
Source: www.mindpowerinc.com
GOstralia – Stuttgart 2006
Dawn Koban
Competitive Advantage






Value for money
Grant/Scholarships for financial support
Seamless process with international component made easy
Increased diversity of programming
Adds immeasurable value to students’ marketability
Highly regarded partner institutions
GOstralia – Stuttgart 2006
Dawn Koban
Modes of Communication—
Virtual Marketing
•
•
•
•
Technologically savvy
Immediate gratification
Images, Images, Images!
Test driving the ‘intangibles’
– STA ‘create your own round the world trip’
– Junior Year Abroad
– ISEP ‘interface with students embarking on Int’l
experiences via facebook’
– Blog sites
– My Space/Facebook/YouTube
GOstralia – Stuttgart 2006
Dawn Koban
Vertical Marketing—
Facebook Promotion
Promoting within channels where Millennials are already interacting
Breaking through into their social web
GOstralia – Stuttgart 2006
Dawn Koban
Vertical Marketing—
YouTube
Advertising with video in the main traffic areas
Utilising humour to spread their messages
GOstralia – Stuttgart 2006
Dawn Koban
Reaching Millenials—
NBC Junior Year Abroad
http://www.wnbc.com/jya/index.html
GOstralia – Stuttgart 2006
Dawn Koban
Reaching Millennials—
modes of dispersion of information
Creatively educating the audience
Short and simple, but awareness is created
GOstralia – Stuttgart 2006
Dawn Koban
Viral Marketing
Socially aware and conscious
Humour sells and will be virally spread
GOstralia – Stuttgart 2006
Dawn Koban
ISEP
Allows students to be in real time contact with other students
Showcases their programs
Most powerful tool---Student to Student WOM
No need to build their own elaborate site, but use existing forums
GOstralia – Stuttgart 2006
Dawn Koban
Case Study—
Reaching the Millennials
Microsoft’s launch of
Web Developer 2005 Express
Edition Visual
•Offered a unique internship competition inviting students to download the new program
•Gained insightful info from the interactive marketing
•Successfully reached their audience
GOstralia – Stuttgart 2006
Dawn Koban
Implementing
 Utilise technology!
 Add more IMAGES a/o video
 ‘Build your own degree’
functions
 Student Profiles—’where are
they now?’
 Incorporate benefits in your
messages
 Carefully choose your
channels
GOstralia – Stuttgart 2006
Dawn Koban
Innovative Models
Global Leadership Program—MQ
It is the core concepts of cultural understanding,
experiential learning and generic skills training
embodied in the GLP that will differentiate you, as a
Macquarie graduate, as an individual prepared to
assume a role of global leadership. The GLP is
comprised of:
•
•
•
Participation in Colloquia (workshops) on global issues
Attendance and networking at a Distinguished Speaker Series
Engaging in activities at Macquarie and abroad for Experiential
Credit
www.international.mq.edu.au/glp
GOstralia – Stuttgart 2006
Dawn Koban
Augmenting
Existing Programs
No reason to re-invent the wheel…
 Incorporate international components to existing
programs
 Link and leverage relationships with relevant
academic departments
 Consider discount or partner rates for launching initial
programs
GOstralia – Stuttgart 2006
Dawn Koban
Future Directions--2008
• Expansion to other countries
– Japan, Norway, Sweden, Malaysia, England, USA,
Argentina, Peru, Ecuador and Brazil
• Expansion to other areas
– Applied finance, translation and interpreting,
international studies, education, psychology,
linguistics, environmental sciences and computing.
• DD will represent between 8 to 10% of the likely
international masters’ cohort by 2008 = 120
students.
www.international.mq.edu.au/dualdegrees
GOstralia – Stuttgart 2006
Dawn Koban
Dawn Koban
Manager, Outgoing Student Programs
Macquarie International
www.international.mq.edu.au
[email protected]
GOstralia – Stuttgart 2006
Dawn Koban
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Dual Degree Programs