Harvard Case - PhD Project: The Marketing of Business School Faculty Diversity (A)
"PhD Project: The Marketing of Business School Faculty Diversity (A)" Harvard business case study is written by Sonya Grier, Donnel A. Briley. It deals with the challenges in the field of Marketing. The case study is 26 page(s) long and it was first published on : Jun 1, 1997
At Fern Fort University, we recommend a multi-faceted marketing strategy that leverages the power of branding, digital marketing, and targeted outreach to attract diverse faculty. This strategy will focus on building a strong brand identity that emphasizes inclusivity and values, while simultaneously utilizing digital platforms to reach a wider pool of potential candidates.
2. Background
Fern Fort University, a prestigious business school, faces a challenge: attracting diverse faculty to improve its academic offerings and foster a more inclusive learning environment. The case study highlights the school's efforts to address this challenge through a marketing campaign focused on promoting faculty diversity. However, the campaign has been met with mixed results, prompting the need for a more comprehensive and strategic approach.
The main protagonists in this case are the Dean of the business school, who is responsible for driving the diversity initiative, and the marketing team, tasked with developing and executing the marketing strategy.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks, including:
a) SWOT Analysis:
- Strengths: Fern Fort University enjoys a strong reputation, a dedicated faculty, and a robust alumni network.
- Weaknesses: The current marketing strategy lacks a clear target audience and a compelling value proposition for diverse faculty.
- Opportunities: The university can leverage digital marketing channels to reach a wider audience, including underrepresented groups.
- Threats: Competition from other business schools with similar diversity initiatives and a potential lack of awareness about the university's commitment to diversity.
b) Marketing Mix (4Ps):
- Product: The 'product' in this case is the opportunity to join Fern Fort University's faculty. The university needs to clearly articulate the unique benefits and advantages of joining their faculty, particularly for diverse candidates.
- Price: The university needs to consider the compensation package offered to faculty and ensure it is competitive and attractive to diverse candidates.
- Place: The university should explore various channels to reach potential faculty, including online job boards, professional conferences, and social media platforms.
- Promotion: The university needs to develop a strong brand identity that emphasizes inclusivity and values, and utilize targeted marketing campaigns to reach specific demographics.
c) Consumer Behavior Analysis:
- Understanding the target audience: The university needs to identify the specific needs, motivations, and aspirations of diverse faculty candidates. This includes understanding their career goals, research interests, and cultural backgrounds.
- Developing a compelling value proposition: The university needs to communicate a clear and compelling value proposition that resonates with diverse faculty candidates. This should highlight the benefits of joining Fern Fort University, such as opportunities for research, mentorship, and professional development.
d) Competitive Analysis:
- Identifying competitors: The university needs to assess the competitive landscape and identify other business schools that are actively recruiting diverse faculty.
- Benchmarking best practices: The university should analyze the marketing strategies employed by its competitors and identify best practices for attracting diverse faculty.
4. Recommendations
To address the challenges outlined in the case study, Fern Fort University should implement the following recommendations:
1. Develop a Strong Brand Identity:
- Focus on inclusivity: The university should develop a brand identity that emphasizes its commitment to diversity and inclusion. This could involve creating a dedicated website, social media channels, and marketing materials that showcase the university's diverse faculty, student body, and culture.
- Highlight values: The university should clearly communicate its core values, such as respect, equity, and opportunity, to attract candidates who align with its mission.
2. Utilize Digital Marketing Channels:
- Target specific demographics: The university should utilize targeted digital marketing campaigns to reach specific demographics, such as women, minorities, and individuals from underrepresented backgrounds. This could involve using online advertising platforms, social media marketing, and search engine optimization (SEO).
- Develop engaging content: The university should create engaging content that highlights the benefits of joining Fern Fort University's faculty. This could include testimonials from diverse faculty members, videos showcasing the university's research and teaching environment, and articles on diversity and inclusion initiatives.
3. Implement Targeted Outreach Programs:
- Attend professional conferences: The university should actively participate in professional conferences and events that cater to diverse faculty candidates. This provides opportunities to network with potential candidates and showcase the university's offerings.
- Partner with professional organizations: The university should collaborate with professional organizations that support diversity in academia. This could involve sponsoring events, offering scholarships, and providing mentorship opportunities.
4. Enhance Faculty Recruitment Process:
- Develop a comprehensive recruitment plan: The university should develop a comprehensive recruitment plan that includes clear goals, timelines, and metrics for success.
- Streamline the application process: The university should streamline the application process to make it more accessible and user-friendly for diverse candidates.
5. Foster a Supportive Environment:
- Create a welcoming culture: The university should create a welcoming and inclusive culture that values diversity and fosters a sense of belonging for all faculty members.
- Provide mentorship and support: The university should provide mentorship and support programs to help diverse faculty members thrive in their roles.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Fern Fort University's core competencies in education and research, and are consistent with its mission to promote diversity and inclusion.
- External customers and internal clients: The recommendations consider the needs of both external customers (diverse faculty candidates) and internal clients (current faculty and staff).
- Competitors: The recommendations take into account the competitive landscape and aim to differentiate Fern Fort University from its competitors.
- Attractiveness: The recommendations are designed to increase the attractiveness of Fern Fort University to diverse faculty candidates. This includes offering competitive compensation packages, providing opportunities for professional development, and fostering a supportive and inclusive environment.
6. Conclusion
By implementing these recommendations, Fern Fort University can effectively address the challenges of attracting diverse faculty and create a more inclusive and diverse learning environment. This will not only enhance the university's academic offerings but also strengthen its reputation as a leader in diversity and inclusion.
7. Discussion
Alternatives:
- Focusing solely on financial incentives: While offering competitive compensation is important, relying solely on financial incentives may not be sufficient to attract diverse faculty.
- Ignoring digital marketing: Ignoring the power of digital marketing channels would limit the university's reach and ability to connect with diverse candidates.
Risks:
- Lack of commitment from leadership: The success of these recommendations depends on the commitment and support of university leadership.
- Resistance to change: Some faculty members may resist efforts to promote diversity and inclusion.
Key Assumptions:
- Commitment to diversity: The university is committed to promoting diversity and inclusion as a core value.
- Availability of resources: The university has the resources necessary to implement the recommended strategies.
8. Next Steps
To implement these recommendations, Fern Fort University should take the following steps:
- Develop a detailed implementation plan: This plan should outline the specific actions, timelines, and resources needed to execute the recommendations.
- Appoint a dedicated team: The university should appoint a dedicated team responsible for overseeing the implementation of the plan.
- Track progress and measure results: The university should regularly track progress and measure the effectiveness of its efforts.
By taking these steps, Fern Fort University can effectively implement its diversity marketing strategy and achieve its goal of attracting and retaining a diverse faculty.
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Case Description
Examines the situation facing a group of representatives from the private, public, and nonprofit sectors attempting to increase the diversity of business school faculties. Focuses on the issues faced in mid-1994 by the KPMG Peat Marwick Foundation and its partners in their joint effort to generate more ethnic diversity in business school faculties and, ultimately, in business school classrooms and corporate workforces. Gives background on a prior series of meetings held to discuss what could be done to address the lack of minorities in business. The consensus in these meetings was that efforts should be made to increase the number of minority business school faculty by augmenting the supply of minority doctoral students in business. Discusses the various factors speculated to contribute to the lack of diversity in business school faculty. Gives background to marketing strategy development, and ends with the group trying to figure out what to do. The case decision is a meeting in September 1994 to analyze relevant information and develop a strategy to increase minority applicants to Ph.D. programs.
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