Nguyen Cao Dat, MA Cuu Long Univeristy Some practices in branding at Cuu Long University in the age of globalization

I. Introduction II. The University’s organization III. Training quality assurance IV. Post-training administration V. The brand ads Vi. Conclusion

 In the globalizing world, branding in education in general and higher education in particular is very important  Cuu Long University (CLU) is the first private University in the Mekong Delta where the intellectual standard is the lowest in Vietnam and private institutions are not familiar with people. . Since Vietnam joined WTO, non-public universities, including CLU, have faced new challenges. I. Introduction

II. Organization of CLU - With the perception that organizational task is significantly important, CLU advocates to build a neat and effective system. - Organizational leadership, professional activities, union activities are established from the beginning. - Now, CLU has a strong Communist Party organization, Communist Youth Union, Labor Union which strongly support the learning and teaching activities.

III. Training quality assurance 1. Developing and updating the curricula - The curricula are always updated, innovated to meet the demand of the society. - CLU has had 5 training subjects so far. The curriculum development are innovated, but still under the MOET’s instruction, which is difficult for administration and operation but we have to do so to meet the society’s demand and for students’ benefits.

2. Training management Training management is mainly carried out by the Academic Affairs Department which monthly takes care of observing the teaching progress and the curricula implementation. Besides the permanent teaching staff, 40% of the faculty are visiting lecturers who are qualified, experienced coming from large universities in HCM city. Inviting lecturers not only brings students with new knowledge but also cultivates the CLU’s young faculty.

3. Staff development The University advocates to recruit and use young & qualified faculty from other universities in the region (about lecturers recruited every year). Young lecturers are fostered by self-studying from the visiting lecturers, doing research and language learning. After 2 actively working years, lecturers will be appointed for higher education training courses (masters or doctoral degree) In the past 10 years, the faculty has increased to 200 lecturers with 30 master graduates, 30 taking MA courses in HCM city, and 4 taking MA courses in Thailand & India.

4. Facilities development Our viewpoint is learning goes with practice so that graduates promptly adapt to new jobs. CLU is one of few private universities which have good facilities, large campus with laboratories for students, facilitating the training.

5. Training quality assessment Department of Testing and Quality Accreditation in Higher Education is responsible for administering the exam procedures, score processing per the MOET’s regulations; and completing the “training quality accreditation” function. Thanks to the Department of Testing and Quality Accreditation, the University can clearly oversee the quality and accredit its own training quality.

IV. Post-training administration 1. Establish Students’ Career Support& Partnership with Enterprises Center The Center is responsible for observing, reporting how the training results are to meet the society’s needs. Statistics are not only figures but also reflect the progress of students after their graduation.

2. Collaboration with enterprises The University has held Customers Conference for enterprises to give their comments on what the University has and has not done. The University has memorandum of agreements with 10 local enterprises to set up collaborations in training and scientific research, initiating new attitudes towards private institution model.

3. Career consultancy and support for students - Owing to Customers Conference’s information, the University can remedy shortcomings in training. - Students’ Career Support& Partnership with Enterprises Center helps students narrow the distance between the University and the community, provide students with more job opportunities after their graduation.

V. University’s brand promotion 1. Via public media and press Newspapers, television in the region and the nation. 2. Via provincial governments in the region: The University closely collaborates with provincial governments in Mekong Delta to spread its brand. As a result, more and more students will know and enroll in the University. In nearly 10 years, with 6 intakes and graduates, the University has supplied the region with a high-quality labor resource.

3. Via the recruiting enterprises - Advertising via enterprises is the most practical, concrete and trusty because it’s the enterprise that will know the students’ strengths and weaknesses. - A lot of enterprises recruit apprentices, give suggestions on curriculum development to make the University’s training close to the enterprises’ business reality.

4. Via joint international and national programs. - Joint international and national programs take not only for business but also for the University’s brand promotion purposes. - CLU currently have collaborations with some universities, institutions in Vietnam and is going to collaborate with other international universities such as China, Evry (France), Seattle Washington, Troy (USA), Melbourne (Australia)…

Conclusion With the above specific activities, the University’s prestige is gradually established and reinforced in the heart of Mekong Delta provincial governments, especially of local people and enterprises. We hope that Cuu Long University will more and more develop in the near future. Vinh Long city, 30 June, 2009

Thank you for your attention !