"BUSINESS SCHOOL" BRAND: A STRATEGIC CHALLENGE FOR THE FUTURE!
The brand has become a strategic element for companies, whatever the sector of activity. This is also the case for business schools, which have evolved considerably since their creation to become full-fledged players in the economic world. These establishments integrate the contemporary, social, economic, technological and political dimensions that define their identity and their brand image. ICD Business School explains!
EVOLUTION OF BUSINESS SCHOOLS
Although business schools were originally created by chambers of commerce and industry to meet the needs of companies, their vocation has since expanded. A true reference in terms of education, these business schools proposed a radically different model from traditional universities from the outset. This unique specificity allowed them to differentiate themselves until they became a model of excellence. The aim was to foster business development through a theoretical pedagogy based on the transmission of knowledge. Nevertheless, it should be noted that the courses were very compartmentalised at the time, following a rigorous mechanical scheme.
Business schools quickly broadened their training offers by proposing new programmes, such as the Bachelor's degree or Executive Education. The challenge was to stand out from the growing number of competing schools. To do this, the schools adopted a new form of communication, more descriptive and illustrated with figures to show an objective reality. A certain decompartmentalisation began to take place, allowing students to choose their path or to have specific experiences.
Business schools have thus become part of a new dynamic, less rigid and more open. New disciplines have appeared: general culture, ethics, psychology, personal development, international trade, etc. They have become aware that their existence and their raison d'être go much further than just teaching: they are an integral part of the market.
THE BUSINESS SCHOOL BRAND, A REFERENCE POINT FOR UNDERSTANDING THE WORLD OF TOMORROW
The brand allows business schools to assert themselves and differentiate themselves. It has become a cultural reference that unites people around shared values. And in a rapidly changing context, business schools have become aware of their role to play.
Intercultural teams, opening of borders, internationalisation of recruitment, decompartmentalisation of companies... Training programmes must be in line with the new challenges. Schools are now demonstrating pedagogical innovations with more resources, more openness to the international scene, more programmes or even more activities to achieve this. The challenge is no longer just to train, but to prepare future professionals to have a new look at the company and to understand the world.
The communication strategies of Business Schools are now based on these developments and define their brand. To do this, they put forward strong values, their identity, their community, their unity... These elements allow them to affirm their brand, which today represents a reference point for deciding the path to follow to face the world of today and tomorrow.
Do you want to join a business school to benefit from an excellent education? Do you want to become a major player in tomorrow's business and marketing world? Discover the courses offered by the ICD!