Academic journal article Journal of the International Academy for Case Studies

Re-Naming "Hometown U" University of South Carolina Beaufort Assumes a New Role

Academic journal article Journal of the International Academy for Case Studies

Re-Naming "Hometown U" University of South Carolina Beaufort Assumes a New Role

Article excerpt

CASE INTRODUCTION

This case describes a university change in role and mission and the subsequent naming and branding process. Secondary issues include management and marketing, services marketing, non-profit marketing, legislative relations, public policy and higher education leadership. The case is designed for first and second year graduate students and doctoral students in business, non-profit management, public administration, and higher education leadership. The case can be taught in a single, two-hour class session. Student preparation, including team meetings and research requires four hours.

CASE SYNOPSIS

An entrepreneurial "comprehensive" university seeks to use marketing to grow rapidly. USCB changed its role and mission from a 2 year campus on eight acres in the small town of Beaufort, SC to a "full service " university with a 200 acre, strikingly designed new campus at the gateway to Hilton Head Island. Rapid enrollment growth, declining state appropriations and increasing competition for students demand marketing leadership. Re-naming offers the most powerful--and the most risky--strategy to position this "new " university--and sustain its growth trajectory. The student plays the role of branding manager at a critical decision point: should this university attempt a name change now? The student designs and implements a successful change process, showing sensitivity to multiple, diverse audiences and stakeholders. …

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