Learning Resources

Abstract: First, I will explain what I consider to a brand to be. This will give me a framework to look forward to the possible futures of the college or university brand. I will summarize some key trends facing your target consumers: future students and the employers of those students and come to some obervations about the realtionship between our brands and these "consumers". I will then illustrate some of this thinking with a real example where I have, in recent months, been able to work with a small collee in Portland to try to out some of this thinking and help create a University Brand.

Abstract: Consortia, their impact on cooperating institutions, and critical factors in inter-institutional planning were the subject of a recent study for the United States Office of Education, directed by Harold L. Hodgkinson of the Center for Research and Development in Higher Education at the University of California at Berkeley. The critical issues, according to the study findings, are problems of reciprocity and autonomy, coordination of programs among diverse institutions, and strategies for campus involvement and leadership. The following article, by three staff members of the New Hampshire College and University Council—one of the consortia in the Hodgkinson study—is devoted to a discussion of the process of consortium decision-making, touching on the three key issues. The authors are: Lynn G. Johnson, the Council's associate director in charge of academic programs; Dr. William W. Barnard, consultant and coordinator of a two-year Cooperative Curriculum Project, and Douglas W. Lyon, coordinator of January Term Programs and communications coordinator.