Event

2017 EFMD Conference for International and External Relations, PR, Marketing, Communication and Alumni Professionals

Hosted by: Singapore University of Management, Lee Kong Chian School of Business

The event will start on: 06 Apr 17 09:00
And will end on: 07 Apr 17 22:30

Location: Singapore, Singapore
Contact:
laura.ballesteros@efmd.org

Theme
Combining Tradition and Innovation in Business Education

Target Group
This conference is aimed at the International and External, PR, Marketing, Communication and Alumni Professionals in business schools.

EFMD thanks GMAC for their kind sponsorship of this event!

graduate new logo

 
More Information

Programme

Thursday 6 April 2017

08:00 – 09:00

Registration

09:00 – 09:30

Welcome and Opening Remarks

  • Gerry George, Dean, Lee Kong Chian School of Business, Singapore Management University, SG
  • Nadine Burquel, Director, Business School Services, EFMD
  • Chairperson: Dil Sidhu, Chief External Officer, Alliance Manchester Business School, UK

09:30 – 10:30

Plenary I – Singapore and Higher Education
Understanding the context: Singapore’s economy, education system and structure. Following this introduction, Dean Gerry George will moderate a discussion exploring the rationale that distinguished business schools considered when choosing Singapore as an Asia base.

  • Yeoh Keat Chuan, Managing Director, Singapore’s Economic Development Board, SG
  • Kevyn Yong, Kevyn Young, Dean, ESSEC Asia Pacific, SG
  • Moderated by Gerry George, Dean, Lee Kong Chian School of Business, Singapore Management University, SG

10:30 – 11:00

Plenary II – The Big Shift in Business Education
Understanding how business education is shifting. With the global prevalence of the digital transformation, what traditions or conventions will business schools continue adhering to and why? What foundations are relevant today and will continue to be in the future?

  • Ivan Bofarull, Director, Global Strategic Initiatives, ESADE Business School, ES

11:00 – 11:15

Grab your coffee

11:15 – 12:15

Ice Breaking Activity
Connecting among peers with the same job position as you!
An inventive and fun way to get to know the conference participants and connecting (networking opportunity!)

  • Moderated by Pieter Spinder, Initiator & Storyteller Knowmads Business School Amsterdam, NL

12:15 – 13:30

Lunch

13:30 – 15:00

Plenary III – How Will You Stay Relevant?
Straight from global social media providers, this session will explore how business schools can enhance and maintain relevancy with social media users. Understand how the digital transformation is forcing business schools to evaluate their program models. What are business schools doing today from a program standpoint that will remain relevant in 10 years’ time?

  • Gap Kim, Head of SMB Marketing Asia Pacific, Facebook, SG
  • Roger Pua, Brand, Communications and Social Impact APAC, LinkedIn Singapore
  • Moderated by Gregor Halff, Professor of Corporate Communication Practice and Deputy Dean, Lee Kong Chian School of Business, Singapore Management University & Chair, Global Alliance for Public Relations and Communication Management, SG

15:00 – 15:30

Coffee break

15:30 – 17:00

Discussion Groups Tracks – What Will Help Us Stay Relevant:

A1 - Alumni Involvement?

Have some business school alumni share their experience of the reasons why they stayed involved and engaged with their school? What is in their opinion a good alumni engagement strategy?

  • Alexis van Dam, Digital Strategist & Entrepreneur, SG & Nyenrode Alumni, NL
  • Ronald Schepers, Head of Channel Sales, ASEAN (Autodesk), SG & RSM alumni, NL
  • Group Lead: Nadine Burquel, Director, Business School Services, EFMD

A2 - Storytelling and Communication?

Sharing views on effective approaches to communicate about what we are doing in business schools; telling a compelling story, reaching out to a wide range of stakeholders.

  • Kate McNamee, Head of Global Marketing and Communications, Alliance Manchester Business School, University of Manchester, UK
  • Group Lead: Gregor Halff, Professor of Corporate Communication Practice and Deputy Dean, Lee Kong Chian School of Business, Singapore Management University & Chair, Global Alliance for Public Relations and Communication Management, SG

A3 - Community Building?
As business school management, we know what we should be doing to engage with corporate partners, but are we on track? In this session corporate partners share what they seek from business schools….graduate talent, interfacing with students via experiential learning projects, professional development, domain expertise across management disciplines, research, and knowledge sharing initiatives. How might these needs be met? Are there big gaps in what business schools could be providing to industry? What types of school-industry engagements can build community and networks in a meaningful way?

  • Agnes Goh, Regional Human Resources Director, South & Southeast Asia LVMH, SG
  • Olivier van Hardenbroek, Business Manager Energy, Commodities and Transportation Clients Asia, Corporate Banking, ABN AMRO Bank, SG
  • Group Lead: Claudia Monteiro, Head of PR, Communications and Events, University of Edinburgh Business School, UK

17:00 - 17:30

Wrap-up of the Discussion Groups
Feedback and wrap-up idea sharing session to check your schools’ alignment and learn new ideas for staying relevant with alumni, communications and community building.

Session Leads:

  • Marianne Schouten, Communications Manager, Rotterdam School of Management, Erasmus University, NL,
  • Martha Ihlbrock, Head of Corporate Communications and Marketing, ESMT Berlin, DE

17:45

Walk from the school to the Intercontinental hotel

19:00 – 21:30

Drinks and dinner at the Intercontinental hotel

Friday 7 April 2017

08:45

Walk from the Intercontinental to the school

09:00 – 10:00

Plenary Panel IV - A Real Conversation About Alumni Relations - Learning From Business
Engaging alumni in 2017 and in 10 years’ time. What is important to alumni and through which digital and non-digital platforms should business schools connect with alumni? We know Lifelong Learning holds relevancy with alumni but how do we ensure alumni remain engaged with the school? How can you activate engagement to leverage the learning experience overall?

  • Sean Brown, Global Director of Alumni Relations, McKinsey & Company, US

10:00 – 10:30

Coffee break

10:30 - 12:30

Plenary Panel V – Non-Traditional Partnerships
Burgeoning new business school models continue emerging on the market – joint ventures, blended learning, complete experiential learning, etc. As a stand-alone business school, it may become more difficult to maintain a competitive advantage for the best and brightest students. This session will explore some of the non-traditional business education partnerships on the market, weighing pros and cons when compared to a stand-alone business school

  • Ashley Chiampo, Learning Director & Chairman of Examination Board, Emeritus Institute of Management, SG
  • Pieter Spinder, Initiator & Storyteller Knowmads Business School Amsterdam, NL
  • Moderated by Rachel Maguer, Director of Marketing and Business Development, ESCP Europe

12:30 – 13:45

Lunch

13:45 – 15:15

Plenary Panel VI – Pan Asian Cross-Cultural Management Issues
There are well documented differences between Eastern and Western cultural values…values around family, education, how to conduct business. What considerations should business schools embrace in order to ensure their engagement with Asian students is relevant and appropriate? How much do we really know about Asian students’ cultural background, values, the way they are evolving, about the next generation? In this world of simultaneous translation, how is language viewed in terms of students’ success or failure in a business school environment? How do the differences in Asian cultures influence social media usage with business school students and alumni?

  • Christina Tang, Nyenrode Alumnus, NL/SG, British Telecom, SG
  • Malek Ali, Founder & Managing Director, BFM Media, MY

15:15 – 15:45

Coffee break

15:45 – 17:00

Discussion Groups – Drawing Parallels For Your Own Job
Grouping participants with same role/function in schools so they are able to discuss more in depth what other peers with the same responsibilities are able to draw as parallels with the past plenary topics* and their own work in the business school; what are you going to do differently or not today in terms of your role now that you know what some “experts” think will be relevant in 10 years’ time; a dynamic exchange is expected.

A1 - Marketing

  • Group Lead: Dil Sidhu, Chief External Officer, Alliance Manchester Business School, UK

A2 - Alumni

  • Group Lead: Heleen van Hall, Head of Alumni & External Relations, Nyenrode Business Universiteit, NL

A3 - External Relations

  • Group Lead: Claudia Monteiro, Head of PR, Communications and Events, University of Edinburgh Business School, UK

17:00 – 17:45

Plenary VI – Building Connections with Consumers in Asia Pacific
As one of the leading consumer goods companies in the world, P&G has been serving consumers in Asia Pacific for more than 80 years. At the core of this success is its commitment to innovation rooted in strong consumer insights. This session will share how P&G has grown with Asian consumers, and how P&G builds brands through deep consumer connections.

17:45 – 18:00

Conclusions session

  • Chairperson: Dil Sidhu, Chief External Officer, Alliance Manchester Business School, UK

18:00 – 18:15

Presentation of next year’s venue

  • Martha Ihlbrock, Head of Corporate Communications and Marketing, ESMT Berlin, DE

18:15

Walk to Intercontinental

19:30

Transfer from Intercontinental to dinner venue

20:00 – 22:30

Drinks and closing dinner at Asian Civilisations Museum

22:30

Transfer back to Intercontinental

Practical Information