Branding, Globalization & Higher Education

In today's ever-evolving world of higher education, many fail to realize the enormous impact of globalization within our colleges and universities. Most people think that globalization only applies to the business world and the economy, when in fact it has a direct impact upon our education. When administrators fail to realize this, they are jeopardizing the value and perception of their institution. Institutions must adjust just like a business would as society changes as a whole.

In my case, the college (some wouldn't even call it a college) I attend (College of Mount Saint Vincent) has failed and continues to fail to put this idea at the forefront of their policies. They have created a brand without even knowing it. This brand is everything an institution wants to prevent; a brand which encompasses a lack of commitment, lack of direction, lack of engagement, egotistical know-it-alls, a student body which is diverse yet divided, administrators living in their own fallacies, and some faculty that lack the knowledge to make the students flourish.

This list is just the beginning of an institution going in the wrong direction. I failed to realize this as a senior in high school, and to be honest, I regret the decision I made. Not because of the people I have met, but because this school has failed miserably at making my experience better every year. Although in the eyes of many at this school I am a nobody, I offer something that this school must consider, and consider with the intent of utilizing it in the most effective way possible. My offerings is my perception; I may only be one out of 1500 or so student, but my perception is probably the same to that of 75% of the student body. 

My perception is that the College of Mount Saint Vincent is more of a small, private high school than a college. It has minimal course offerings that have done nothing for me. It has facilities that are lackluster at best (and gave one friend a staph infection) and administrators and staff that have failed to realize how valuable my and 1500 other students' opinions are. Once this place realizes this, they can move forward and attempt to change these perceptions and point the college in the right direction. Throw into the mix globalization and we have the best advice this college will ever get: You better learn how to adjust, or your school may be on a  land slide right into the Hudson.