The 2018 B-School Communications and Development Symposium took place on March 7–9, 2018 at Boston University’s Questrom School of Business in Boston, Massachusetts, USA with over 140 attendees. This event is a unique platform for marketing and development professionals to see specific examples of what other institutions are doing to communicate their brand and raise money for their schools.
This year’s conference centered around relationship building and alumni engagement including for both communications and development teams such as:
"The Symposium was a great opportunity to learn what other institutions are doing and to meet the people that are making a difference in their institution.”
—Steve Kozachyn, Executive Director of External Affairs, Rohrer College of Business and Rowan University, Glassboro, NJ
Plenary I: Trends That Matter, Creative Innovation, and Your Strategic Plan
Karen Osborne, Senior Strategist, The Osborne Group, Inc.
Research shows that having a plan trumps all other success factors. Starting with one of the most important tasks of a leader—getting the “why” and vision right—we will help you develop and implement a strategic planning process that is practical, productive, and meaningful. We will talk about innovation, big ideas, and buy-in. You will walk away with fresh ideas and renewed enthusiasm that will lead to increased philanthropic investments in your institution.
Plenary II: Understanding the Value in Building Relationships
Chris Malone, Managing Partner, Fidelum Partners
This session discussed what it means to build relationships and how and why that pays off for your institution and its stakeholders, both internally and externally.
Plenary III: From “What” to “Why” in 100 Years: Igniting a Brand With Passion and Purpose
Sarah Ham, Director, Marketing and Communications, AACSB International
Most people know what you do, but do they know why you do it? Building an authentic, purpose-driven brand is one of the most critical components to developing and maintaining a raving fan base and uniting internal staff toward a common, sustainable goal. But how can you spark new life into an existing brand in a global market? AACSB’s rebrand yielded many marketing lessons that can inform your own branding efforts, including the ways in which AACSB’s brand is being communicated throughout the world through brand activation. Gain new perspectives on journey mapping, aligning a brand with the experience to create brand ambassadors, and how AACSB is driving brand awareness by connecting with new global audiences.
Use#AACSBbcdsto share your conference-related feedback, thoughts, and photos. Follow @AACSBevents and @AACSB for the latest news and updates.