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: In this article, we discuss a method for developing and writing scenarios for a college or university. We begin by reviewing the general literature on scenarios; we then detail a scenario development project at Arizona State University. This project, conducted in 1988–89, was Arizona State University's first institution-wide, futures-based planning and scenario development effort. The focus of the project for Arizona State University was planning and programming for affirmative action. An outside consultant facilitated the group-process portion of the project and instructed university staff in scenario development. Staff in the university's Office of Institutional Analysis then developed and wrote a set of three scenarios to guide the university's affirmative action programming and planning during the decade of the nineties.