Innovative STSA Programs for Business Students

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Innovative STSA Programs for Business Students

• Newell D. Wright, Ph.D.
• Professor of Marketing
• James Madison University
• After July 1
• Professor of Marketing and
• Director, Center for Global Initiatives and
  Leadership
• North Dakota State University

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Credentials

• 17 Semesters abroad
• 8 STSAs
• 750 total students abroad (250 STSA students
  over eight years)
• Director, Center for Global Initiatives and
  Leadership at North Dakota State University

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SWOT

• What are your strengths as a university or
  college of business?
• Proximity
• Focus
• Percentage of business students
• What are your weaknesses?
• Language
• Student demographics

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SWOT

• What opportunities exist in the marketplace?
• Partnerships?
• Hot spots around the globe
• What are your weaknesses?
• Distance?
• Student demographics

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Course Selection

• Class selection is critical here
• Good
• Courses used by all business majors (e.g.,
  principles of marketing or management)
• Core major courses from large majors (varies by
  school), such as marketing
• Courses used by more than one major, e.g.,
  international finance or management

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Course Selection

• Bad
• Special Topics courses that do not progress
  students towards a degree
• Language, art, humanities, etc.
• Why?
• Bad courses lead to hidden costs

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Course Selection

• Be Mindful of COB/AACSB course requirements
• Accomplish all AOL requirements
• Be mindful of downstream courses
• Face time, down to the minute
• What is your Hook?
• Successful courses I have used
• Principles courses
• Global Marketing

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Segmenting Students

• Bad Selection Criteria
• Pulse
• Hefty bank account
• Good Selection Criteria
• GPA cutoffs
• Competitive acceptance
• Business vs. Non-Business Students

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Course Language

• To attract the largest number of students, teach
  courses in English
• Why?

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Region, Not Country

• Additional rational for English
• Enhanced student interest for multiple countries
• Greater business opportunities
• Glimpse the logic of business across countries

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Region, Not Country

• Belgium
• English widely spoken in Brussels, Flanders
• Brussels is the HQ of the European Union
• Centrally located easy access to other countries
• AACSB International accredited partner school
  (University of Antwerp)

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Positioning

• Two targets
• Parents
• Students
• Web site should be designed for parents!
• Target other promotional efforts to students

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Positioning to Parents

• Stress the following
• Progress toward the degree
• Useful courses!
• Value of the program
• Enhanced recruitment opportunities
• Acquisition of valuable skills
• Increased cultural knowledge
• Mind expanding educational experience

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Positioning to Students

• Stress the following
• Travel opportunities
• Program and individual travel
• Unique opportunities
• Belgian cuisine (food, alcohol, chocolate, etc.)
• Fun activities (group meals, gatherings)
• Stress previous student experiences
• Tell them what to tell their parents!

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Program Delivery

• Under promise and over delivery
• Structure lodging to facilitate social
  interaction
• Include surprise elements
• Seek to create magic moments
• Select the right contexts
• Academics

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