UNIVERSUM STUDENT SURVEY 2013 University Report | Middle East Edition American University of Beirut | Business/Commerce

WWW.UNIVERSUMGLOBAL.COM

UNIVERSUM STUDENT SURVEY 2013

University Report | Middle East EditionAmerican University of Beirut | Business/Commerce

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About Universum

2013 | Middle East | Students | Business/Commerce

With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks.

Universum annually conducts quantitative and qualitative research with over 400.000 talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers.

For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies.

Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights.

Universum’s unique global reach ensures the comparability of research results across markets. We partner with more than 1.700 of the top academic institutions in the world.

Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships.

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Our clients and media partners


Some of the world’s most attractive employers

Some of the world’s most trusted publishers

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What we cover in the report


6. APPENDIX

Additional data on topics covered in previous sections.

5. SUMMARY

A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.

4. UNIVERSITY PERCEPTION

Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.

1. KEY BACKGROUND DATA

An overview of the groups covered in this report and presents key background information about the samples.

2. CAREER PREFERENCES

Find out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.

3. EMPLOYER PREFERENCES

Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.

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Table of contents


EMPLOYER PREFERENCES

CAREER PREFERENCES

KEY BACKGROUND DATAAPPENDIX

SUMMARY

UNIVERSITY PERCEPTION

KEY BACKGROUND DATA

An overview of the groups covered in this report and presents key background information about the samples.

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University reports can be based on the total number of respondents from all main fields of study, or may be specific to a main field of study. This particular report is specific to: Business/Commerce.

Groups in this report


Global

1 053

Field period: April to August 2013

Your university

Middle East

The comparisons in this report are based on: Business/Commerce

Participating students from your university. Throughout the report, this group is referred to as ”American University of Beirut”.

Participating students from 12 educational institutions in Middle East. Throughout the report, this group is referred to as “All universities”.

Students participate annually in Universum’s global career research. 400 000+

182

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About the Universum Student Survey and the target group


THE QUESTIONNAIRE Created based on 25 years of experience,

extensive research within HR, focus groups and communication with both our clients and students.

Global perspective - local insight.

FIELD PERIODApril to August 2013

DATA COLLECTIONConducted via an exclusive survey, distributed via university contacts, the Universum Panel and local partners.

STATISTICAL ANALYSISIn order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets.

METHODOLOGY

70%30%

12Educational institutions

1 053all business/commerce students in the survey

THIS REPORT

Total number ofrespondents in the survey 4 085

8

• What is the highest academic degree you are currently pursuing?

Degree


91%

8%

1%

1%

91%

5%

1%

3%

Bachelor's

Master's (non-MBA)

PhD

Other

American University of Beirut

All universities

9

• What is your major(s)/main area(s) of study?

Areas of study | Business


Area of studyAmerican

University of Beirut

All universities

Finance 39% 25%Business Administration 27% 26%Marketing 20% 18%Accounting/Auditing/Taxation 18% 23%Economics 16% 19%Management 15% 20%Human Resources Management 10% 16%Entrepreneurship 9% 5%Information Management 4% 8%

10

43%

Target group | Students’ characteristics


Average academic performance:

Year of graduation:

Average age (years):

19,7

out of 10


21,9

57% 7,8 70% 30%

Average academic performance:

out of 10

7,6

All universitiesAmerican University of Beirut

Year of graduation:

1%8%

36%44%

11%

20172016201520142013

1%3%11%

22%28%

35%

2018 orlater

20172016201520142013

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Table of contents


CAREER PREFERENCES

Find out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.


CAREER PREFERENCES


SUMMARY


12

• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?

Expected monthly salary


1 6861 244 EURTotal

EUR


13

• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?• What is your gender?




EUR1 159

1 365 EUR

Female

Male

14

• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?• What is your gender?



All universities

EUR1 405

1 828 EUR

Female

Male

15

• Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.

Career goals


45%

44%

43%

36%

36%

30%

26%

12%

9%

45%

41%

42%

40%

30%

25%

30%

14%

11%

To be entrepreneurial or creative/innovative

To have an international career

To have work/life balance

To be a leader or manager of people

To be competitively or intellectually challenged

To be dedicated to a cause or to feel that I am serving agreater good

To be secure or stable in my job

To be autonomous or independent

To be a technical or functional expertAmerican University of Beirut

All universities

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• This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students.

The Universum Drivers of Employer Attractiveness


The contents and demands of the job, including the learning opportunities provided by the job• Challenging work• Client interaction• Control over my number of working hours• Flexible working conditions• High level of responsibility• Opportunities for international travel/relocation• Professional training and development• Secure employment• Team-oriented work• Variety of assignments

The monetary compensation and other benefits, now and in the future • Clear path for advancement• Competitive base salary• Competitive benefits• Good reference for future career• High future earnings• Leadership opportunities• Overtime pay/compensation• Performance-related bonus• Rapid promotion• Sponsorship of future education

The attributes of the employer as an organisation• Attractive/exciting products and services• Corporate Social Responsibility• Environmental sustainability• Ethical standards• Fast-growing/entrepreneurial• Financial strength• Innovation• Inspiring management• Market success• Prestige

EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

The social environment and attributes of the workplace• A creative and dynamic work environment• A friendly work environment• Acceptance towards minorities• Enabling me to integrate personal interests in my schedule• Interaction with international clients and colleagues• Leaders who will support my development• Recognising performance (meritocracy)• Recruiting only the best talent• Respect for its people• Support for gender equality

PEOPLE & CULTURE

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• How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance.

• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.

• This table shows the most attractive of the 40 attributes, taking into account the overall importance of the driver categories to the students. This analysis gives a summarised 360 degree view of what influences employer attractiveness.

Students’ top 10 preferences


Professional training and development1. Professional training and development

A creative and dynamic work environment2. A creative and dynamic work environment

Leaders who will support my development3. Leaders who will support my development

High future earnings4. High future earnings

Leadership opportunities5. Leadership opportunities

Market success6. Market success

Respect for its people7. Respect for its people

Opportunities for international travel/relocation8. Opportunities for international travel/relocation

Innovation9. Innovation

Recognising performance (meritocracy)10. Recognising performance (meritocracy)

A friendly work environment1. A friendly work environment

Professional training and development2. Professional training and development

Respect for its people3. Respect for its people

A creative and dynamic work environment4. A creative and dynamic work environment

Leaders who will support my development5. Leaders who will support my development

Leadership opportunities6. Leadership opportunities

Good reference for future career7. Good reference for future career

Innovation8. Innovation

Market success9. Market success

Secure employment10. Secure employment


Employer Reputation & Image

People & Culture

Job Characteristics

Remuneration & Advancement Opportunities

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Table of contents



Understand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.


CAREER PREFERENCES


SUMMARY


19

• In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives.

Most preferred industries


45%

30%

30%

25%

18%

14%

11%

10%

10%

8%

35%

41%

16%

26%

12%

6%

7%

14%

7%

3%

Management and Strategy Consulting

Banks

Media and Advertising

Auditing and Accounting

Fashion, Accessories and Luxury Goods

Fast Moving Consumer Goods

Non-Governmental Organisations(NGOs)/Non-Profit Organisations (NPOs)

Public Sector and Governmental Agencies

Real Estate

Transportation and LogisticsAmerican University of Beirut

All universities

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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers

Ideal Employer Ranking | Top 20


American University of Beirut | Business/Commerce

Employer Rank Percent Employer Rank Percent

Google 1 31,21% The Coca-Cola Company 11 13,38%

Ernst & Young 2 26,75% J.P. Morgan 12 12,10%

Booz & Company 3 23,57% HSBC 13 11,46%

Nestlé 4 21,66% L'Oréal 13 11,46%

Procter & Gamble 5 20,38% Unilever 15 8,28%

Deloitte 6 19,75% Azadea Group 16 7,64%

McKinsey & Company 7 18,47% Microsoft 17 7,01%

The Boston Consulting Group 8 14,65% PepsiCo 17 7,01%

Johnson & Johnson 9 14,01% Bain & Company 19 5,73%

PwC 9 14,01% BLOM Bank 19 5,73%

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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers• Have you or will you apply to these employers?

Potential Applicants’ Ranking | Top 10


American University of Beirut | Business/Commerce

Employer Rank Percent

Ernst & Young 1 7,42%

Deloitte 2 7,14%

Booz & Company 3 5,49%

Google 4 5,22%

Nestlé 4 5,22%

Procter & Gamble 4 5,22%

McKinsey & Company 7 4,40%

The Boston Consulting Group 8 4,12%

L'Oréal 9 3,85%

HSBC 10 3,57%

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• Through which channels have you learnt about these employers? Please select as many alternatives as applicable.

Actual communication channels | Top 10


54%

40%

37%

26%

23%

20%

20%

19%

18%

15%

39%

37%

41%

23%

28%

29%

28%

27%

25%

19%

Career fairs

Employer websites

Social networks/communities

Employer presentations on campus

University press & student organisation publications

TV advertisements

Professional networks/communities

Lectures/case studies as part of curriculum

Advertisements in business magazines

Recruitment brochuresAmerican University of Beirut

All universities

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Table of contents



Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.


CAREER PREFERENCES


SUMMARY


24

• Have you used the career services office at your college or university?

Career Services | Usage


Yes No Yes No


60%

40%

59%

41%

25

• How would you rate the career services offered at your college or university?

Career Services | Feedback


POOR

Average satisfaction:


All universities

7,1

6,7

EXCELLENT


All universities

7%

12%

27%

28%

8%

10%

3%3%

2%

11%12%

20%

13%13%

12%

7%

5%3%

3%

10987654321

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• Which of these career services are most important to you?

Career Services | Importance



On campus events

Online

Personal counselling

68%

44%

42%

35%

31%

25%

15%

14%

12%

Career / job / internship fairs

Personality or skills testing to better understand my careerdirection

Company database with job and internship postings

General help with job/internship search and CV/interviewpreparation

Help with my career exploration and goals

Workshops (eg. resume writing, interviewing)

Online career advising

Employer presentations

Virtual career fairs/meet-ups with employers

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• Which of these career services are most important to you?

Career Services | Importance


All universities

On campus events

Online

Personal counselling

55%

41%

36%

33%

30%

29%

29%

20%

19%

Career / job / internship fairs

Personality or skills testing to better understand my careerdirection

Company database with job and internship postings

General help with job/internship search and CV/interviewpreparation

Help with my career exploration and goals

Online career advising

Workshops (eg. resume writing, interviewing)

Virtual career fairs/meet-ups with employers

Employer presentations

28

Which of the following were the most integral factors in choosing your college or university?

Factors affecting university choice


77%

70%

67%

40%

39%

37%

32%

28%

17%

16%

9%

3%

60%

44%

57%

38%

41%

35%

30%

24%

23%

31%

33%

4%

Prospects for future employment

Prestige/reputation

Learning environment and educational facilities

Advice from family

Social environment and recreational activities

Opportunities for international travel and study abroad

Advice from current students and/or alumni

Proximity to home/family

Offered me a scholarship or financial aid

Costs (e.g. tuition, living expenses, accommodation etc.)

Offered a specific program or field of study

OtherAmerican University of Beirut

All universities

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• If you could begin your studies again at any college or university, which would you choose?

If students could begin their studies again | Preferred universities



University Rank Percent

Foreign college or university 1 37%

Lebanese American University 2 2%

40%would choose another university. The most

preferred are presented in the table.

60%of your students would

choose American University of Beirut

if they made the choice again.

30

• If you could begin your studies again at any college or university, which would you choose?

If students could begin their studies again | Current college or university


The table presents universities with the highest percentage of their students selecting “Current college or university” in this question

79%

60%

54%

44%

43%

40%

39%

9%

King Fahd University of Petroleum & Minerals


Lebanese American University

American University of Cairo

King Saud University

American University of Kuwait

Arab Open University Kuwait

Other

31

• Which attributes do you perceive as the most attractive?

Most attractive university attributes


55%

54%

48%

24%

22%

19%

14%

14%

11%

7%

7%

46%

39%

45%

23%

28%

23%

16%

15%

15%

13%

9%

Good reputation among employers

High employment among graduates

Provides the skills and knowledge for which employersare looking

Interesting courses

Inspiring professors/lecturers

Opportunities for international study/experience

Good contacts with the employers in my field

Top quality of service facilities (e.g. libraries, dorms,fitness facilities)

Organises a variety of social activities for students

Appropriate ratio of students per professor/lecturer

Practical curriculumAmerican University of Beirut

All universities

32

• Please write the first word that comes to mind when thinking of your college or university.

Top of mind association



33

• Based on your experiences, how likely would you be to recommend your college or university to a friend or family member?

University recommendations


VERYUNLIKELY


All universities

8,3

7,6

Average score:


All universities

VERY LIKELY

22%

27%

31%

7%7%

4%

1%1%

25%

18%19%

11%

9%

7%5%

3%3%

1098765431

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Table of contents


SUMMARY

A summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.


CAREER PREFERENCES


SUMMARY


35

43%

This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research.

Quick facts about student’s career preferences



19,7

57%


Top 3 most used communication channels:• Career fairs• Employer websites• Social networks/communities

Top 3 industries:• Management and Strategy Consulting• Banks• Media and Advertising

Top 5 most attractive attributes:• Professional training and development (Job

Characteristics)• A creative and dynamic work environment

(People & Culture)• Leaders who will support my development

(People & Culture)• High future earnings (Remuneration &

Advancement Opportunities)• Leadership opportunities (Remuneration &

Advancement Opportunities)

1 244 EUR

Top 3 career goals:• To be entrepreneurial or creative/innovative• To have an international career• To have work/life balance

Top 3 career profiles:• Leader• Entrepreneur• Idealist

Average expected monthly salary:

36

This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research.

Quick facts about student’s career preferences



21,9

All universities

Top 3 most used communication channels:• Social networks/communities• Career fairs• Employer websites

Top 3 industries:• Banks• Management and Strategy Consulting• Auditing and Accounting

Top 5 most attractive attributes:• A friendly work environment (People & Culture)• Professional training and development (Job

Characteristics)• Respect for its people (People & Culture)• A creative and dynamic work environment

(People & Culture)• Leaders who will support my development

(People & Culture)

1 686 EURAverage expected monthly salary:

Top 3 career goals:• To be entrepreneurial or creative/innovative• To have work/life balance• To have an international career

30% 70%

Top 3 career profiles:• Leader• Entrepreneur• Idealist

37

Table of contents


APPENDIX

Additional data on topics covered in previous sections.


CAREER PREFERENCES


SUMMARY


38


APPENDIX

RESEARCH BACKGROUND QUESTIONS

PREFERRED EMPLOYERS

CAREER PROFILES

39

• Which educational institution do you attend? The group “All universities” is represented by the sample of students from these universities with the respective number of respondents in percentages covered in this report . These respondent percentages are weighted according to the actual population of students at these universities.

All universities (1/1)


University Total University Total

King Saud University 37,11% King Fahd University of Petroleum & Minerals 2,89%

Arab Open University Kuwait 12,73% University of Qatar 2,78%

Lebanese American University 10,91% College of the North Atlantic, Qatar 2,36%

American University of Cairo 10,76% Arab Open University Saudi Arabia 2,29%

American University of Beirut 5,82% King Abdulaziz University 1,99%

German University in Cairo 4,01% Other 3,14%

American University of Kuwait 3,23%

40


APPENDIX


PREFERRED EMPLOYERS

CAREER PROFILES

41

• Please select five employers from the list below for which you would most like to work - your five Ideal Employers

Ideal Employer Ranking | Top 10

1. Google (31,21%)

2. Ernst & Young (26,75%)

3. Booz & Company (23,57%)

4. Nestlé (21,66%)

5. Procter & Gamble (20,38%)

6. Deloitte (19,75%)

7. McKinsey & Company (18,47%)

8. The Boston Consulting Group (14,65%)

9. Johnson & Johnson (14,01%)

9. PwC (14,01%)

1. Google (32,01%)

2. Saudi Aramco (22,81%)

3. SABIC (13,85%)

4. Microsoft (11,61%)

5. Procter & Gamble (11,56%)

6. Zain (9,20%)

7. Ernst & Young (8,98%)

8. KPMG (8,64%)

9. HSBC (7,68%)

10. Nestlé (7,61%)


All universities | Business/Commerce American University of Beirut | Business/Commerce

42


APPENDIX


DRIVERS OF EMPLOYER ATTRACTIVENESS

PREFERRED EMPLOYERS

CAREER PROFILES

43

• The Universum Career Profiles are based on the attributes that students select as most important.

Universum Career Profiles


LEADER: A student who has an inspiring attitude and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility.

INTERNATIONALIST: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad.

IDEALIST: A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards.

HUNTER: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs.

CAREERIST: A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment.

ENTREPRENEUR: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems.

HARMONISER: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy.

44

• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives. • The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix.

Universum Career Profiles



All universities

45

Universum Career Profiles 1/2


HARMONISER• Respect for its people (2)• Enabling me to integrate personal

interests in my schedule (3)• Team-oriented work (1)

• Secure employment (2)• Control over my number of working hours (3)• Flexible working conditions (3)• Overtime pay/compensation (1)

The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness. Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached.

CAREERIST• Prestige (3)• Recruiting only the best talent (3)• Clear path for advancement (3)• Market success (1)• Professional training and development (1)

• Sponsorship of future education (2)• Rapid promotion (3)• Recognizing performance (meritocracy) (2)• Good reference for future career (3)

ENTREPRENEUR• Fast-growing/entrepreneurial (3)• A creative and dynamic work

environment (3)• Challenging work (1)

• Variety of assignments (1)• Innovation (2)• Attractive/exciting products and services (1)

6 out of 11 points

7 out of 15 points

12 out of 21 points

46

Universum Career Profiles 2/2


INTERNATIONALIST• Opportunities for international

travel/relocation (3)• Interaction with international clients and

colleagues (3)

HUNTER• Competitive base salary (3)• High future earnings (3)• Performance-related bonus (2)

• Competitive benefits (1)• Client interaction (1)• Financial strength (1)

IDEALIST• A friendly work environment (1)• Ethical standards (3)• Corporate Social Responsibility (3)

• Environmental sustainability (3)• Support for gender equality (2)• Acceptance towards minorities (2)

6 out of 14 points

6 out of 6 points

6 out of 11 points

LEADER• Leadership opportunities (3)• Leaders who will support my

development (3)

• High level of responsibility (2)• Inspiring management (2)

5 out of 10 points

Are your activities effectively building a strong brand? Are you satisfied with how you are perceived internally and externally?

OUR APPROACH TO STRATEGIC BRANDING OF HIGHER EDUCATION INSTITUTIONS

Introduction and background

What is important and relevant to your target groups? What makes a college/university attractive? How are you currently perceived by different target groups?

What impressions do current students, employees and/or employer partners have? What are the perceived strengths and weaknesses?

How can you improve your university website and other marketing material (ads, brochures, posters, etc)? Is your intended message being communicated effectively?

What should you emphasize in the communication to maximize its effectiveness? What do you need to reposition to create a desired image of your college/university?

How should you communicate the university/college offering to different target groups? What channels and which approaches are most effective for each group?

Introduction and background

INFLUENCE YOUR BRAND IN THE RIGHT DIRECTION

ALL HIGHER EDUCATION INSTITUTIONS HAVE A BRAND.

Even if higher education institutions don’t actively control the brand, it exists and influences the opinions, actions and decisions of different groups.

THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE.

Not only does a strong brand help attract future students, employees and/or partners, it also creates an internal identity, which increases loyalty, engagement as well as cultivates brand ambassadors.

THE CORE OF THE BRAND IS THE UVP.

To influence the brand, universities/colleges need a Unified Value Proposition (UVP) that is attractive, true, credible, distinct and sustainable.

AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION.

It is important that the UVP is developed using in-depth research about the relevant target groups, in order to create a compelling, sustainable and effective brand.

UVP

WWW.UNIVERSUMGLOBAL.COM

Julie Giraud-Avril, EMEA Senior University Relations [email protected]

+33 1 82 00 97 46

TACK SÅ MYCKET !

mailto:[email protected]

Documents

UNIVERSUM STUDENT SURVEY 2013 University Report | Middle East Edition American University of Beirut | Business/Commerce