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Outreach talks

2 outreach talks at the same evening on Friday: RJC and NYJC (at NUS level). (Can you beat that?) We split ourselves into 2 teams.

NYJC: A massive event with about 900 parents and students in the school hall. No presentations, just went direct to good old Q&A. Several questions were fielded. What impressed me was, the School actually bothered to help to translate Q&A into Chinese for the benefit of some parents. Felt it was a nice gesture on the part of the School. Majority of the questions was at NUS level, largely on admissions. However, there was a specific question on NUS Business School's 3+1 years vs. NTU's 3 years (see one of Thesis vs CP earlier discussion on the blog ;-) By the time I left NYJC, it was 10pm *yawn*

RJC: Heard that there's only one word to describe Leonard in RJC - Impressive!

However, I was rather disturbed when I heard that SMU mentioned that 60% (or was it 80%? understand recently this 60 or 80% figure has been making its rounds in outreach talks) of students who were offered the 3 local universities chose SMU. If I were in SMU, I'll hesitate to stand by this figure, simply because I know that this is misleading. For a start, this is based on a fundamental assumption that students will apply for all 3 universities.

Since being in the School, I have already come across a number of very good students who did not apply to all 3 universities, simply because they know very well that they are confident and good enough to get into their top choice.

Likewise, to be fair (I prided myself as being objective), there are students out there who are bent and dead-set in going to NTU and nowhere else.

Like the question posed above in NYJC. The student and her parents who were enquiring on behalf of her elder sister, came up to me personally after the Q&A session. Never once was SMU featured in our conversation, the consideration was solely between NUS and Nanyang.

Let's not forget another assumption, comparative offers have to be made by all 3 local universities. In NUS, both Economics and Social Science are in FASS, and Computing in SOC.

As I understand, the modus operandi and common understanding between the 3 local universities with regards to common information shared among the 3 universities is which university the student will be going in the end, not their course. I stand corrected.

In the same breath, let's not forget another assumption, what if students are being offered not their top choice, but are offered other courses other than their preferred courses?

There are just too many unresolved and unanswered questions.......

Analytical by nature, just too many considerations to make a bold claim and statement.

Bragging is one thing. Objective as I hope to be, the young institution has come far and has come of age. Like a wise age-old Chinese proverb and saying, 上得山多,终遇虎 (when one visits the mountain den once too much, one will finally meet the tiger).

Are we sending the right signals to the students, who hold the institution and the school as role models? To make students proud of their school. I am concerned are we presenting the full picture? 

Like the fish-farming tale ;-) which is also making its rounds in outreach school talks, I am concerned how we can get this message clearly across without sounding defensive and confrontational. How do we correct misleading information and claims? Anything we do may appear to be knee-jerk reaction and response, and make us look uncool for a 100-year old institution, and I know that this is what the competitor is thinking and exploiting. This is a delicate situation.

 

Published Saturday, April 22, 2006 10:21 PM by Helen
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Comments

# re: Outreach talks

Monday, April 24, 2006 6:09 PM by suhao

I think NUS Business School definitely has to step up its effort to attact more pupils from RJC. What I meant is that from my experience, most Rafflesians will think of going to SMU should they decide to study business, although only a minority will choose to major in business in any cohort. There could be a few reasons that SMU appears to be more attractive, such as generous scholarships offered, SMU's partnership with Warton, and its focus in business study..

In RJC, a good number of top candidates will go to overseas to study, more than hundred pupils will end up in NUS Medicine Faculty (often more than half of the total population in NUS Med Sch), another big group will choose to do Law, Engineering... Lastly, we have the miserably few pupils choosing to study Business...

I think what our business school would like to do is to "pull" more pupils from other faculties in addition to other local universities to our school. It is easier said than done, of course. However, instead of worrying about how to correct the misleading info in the public, we can convince them of our uniqueness and "points of difference". Sometimes, when it is hard to correct a negative/misleading public opinion, we can capitalize on what we're in control - that is to promote our strengths, uniqueness, values & benefits offered, instead of "participating" in a "meaningless" war of tongues which will do us no good but have the potential to sending it into a vicious circle...

 

Suhao, thank you for the clarification. Helen.

# re: outreach talks

Monday, April 24, 2006 11:54 PM by Knoll
I think that we have to shift our focus from being so caught up with the "us versus them" mentality and move towards a more centric rather than comparative approach. If the school's campaign comes across as being a knee-jerk reaction at times, maybe it's because the frame of thought is such that it really is. I don't see the point in trying to pitch ourselves as "us versus them", since it will constantly mean that we're one-step behind and playing on their turf... As fun as the fish-farming analogy is, it falls into the same vein as comparison.

that being said, I think a lot of real, concrete and persuasive advertising is done at the ground level (and I don't mean to sound like a PAP campaign here given the recent elections but it's true). Alumni will pass the word down to their juniors, and that normally holds the most sway. In addition, the basis of comparison for a lot of these seniors is not SMU, or NTU per se, but big schools and big names like LSE, Harvard, Columbia etc., esp. if you're targetting top notch JCs in the top 5.

Thus, we should move towards that goal and maybe get out of the local framework of comparison. For instance, we should improve upon our linkages with these perceptibly more prestigious institutions. In that respect, the MBA courses get far more clout than the BBA ones (and perhaps, because they are more profitable). SMU has that advantage in that it strongly emphasizes its Penn link-up (however real it may be).

Furthermore, I think the issue of staff attrition from NUS to SMU is something that needs to be addressed indirectly, since it is something that has been going around. Or for instance, that NTU has a 3 year programme and the 1 year opportunity cost is something of a concern for those who are comparing against a 4 year programme.

Rather than try and "discredit" stats, we should simply do our best to further improve on what we have. I don't think people in general will buy the statistics as much as they buy a WOM reputation, a strong programme etc. In this respect, maybe we need to be more introspective on what we lack in comparison (in perception, reality, or otherwise) and work on correcting that...

Not just in the image alone, because students who aren't happy with the system will pass on negative WOM... But in the entire package.

# re: Outreach talks

Tuesday, April 25, 2006 10:53 AM by Helen
Knoll, thank you for your valuable and heartfelt contribution. Lately, staff attrition / staff movement is beginning to show a reverse tide now. Eg. watch the space in Career Services ;-)

We are an unwilling and reluctant accomplice. As with any young startups running against established players in the field, the SMU culture is that highly competitive and aggressive -- us vs. them mentality is prevalent.  

# re: Outreach talks

Tuesday, April 25, 2006 11:25 AM by Helen
Suhao, pulling more students from other faculties is no good for NUS, and it is not good for the nation overall. The country needs a strong S&T (Science & Technology) to advance forward.

# re: Outreach talks

Thursday, May 11, 2006 9:29 AM by Julia
Well, I never thought of going to the other universities, it was always NUS Business for me ;)
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