2012 EFMD Conference for International, External & Corporate Relations, PR, Marketing, Communication and Alumni Professionals

Hosted by: RISEBA - Riga International School of Economics and Business Administration

The event will start on: 21 Mar 12 15:00
And will end on: 23 Mar 12 11:30

Location: Riga, Latvia

Creative approaches to External Relations

RISEBA - Riga International School of Economics and Business Administration

More Information


Wednesday, 21 March 2012 (Faculty media and architecture campus)
15:00 – 16:00 Registration
15:15 Bus transfer from Avalon hotel to school (meeting point lobby)
16:00 – 17:00 Breaking the Ice - First Networking Opportunity (for all participants)  
EFMD and its External Relations steering committee will bring newcomers up to speed with what this EFMD network has been trying to achieve in the last few years. The session will also introduce the different ingredients we use during the meeting and will explain how we reached this recipe. Through this special session, participants will get a first opportunity to network with the members of the committee as well as with other participants of the EFMD External Relations Meeting.
  • Ella Kalnina, Head of International Office/ External Relations, RISEBA - Riga International School of Economics and Business Administration, LV
  • Desi Schmitt, Director of International Relations, AUDENCIA Nantes, Ecole de Management, FR
  • Mathias Falkenstein, Director, Business School Services, EFMD
16:30 Bus transfer from Avalon hotel to school (meeting point lobby)
17:00 – 17:15 Welcome
17:15 – 17:30 Opening Remarks
Aim: formulating expectations for the meeting as well as explain to the group the programme structure the steering committee has designed.
  • Chair: Marc Smelik, Associate Dean for Corporate and International Relations, Leeds University Business School, UK
17:30 – 17:45 EFMD Updates
17:45 – 19:15 Plenary I – Local Positioning
Aim: understanding the context of our host school, as well as the positioning of our host city in Latvia and host country within the European Union. What are the challenges for Riga and Latvia in general in this difficult economical period? How can a smaller business school in Riga find its place internationally? Explanations of a local company speaker on how they are using creativity.
  • Daniels Pavļuts, Minister of Economics of the Republic of Latvia, LV
  • Igors Graurs, Communication Director, Amo Plant and Chair Advisory Board, RISEBA-Riga International School of Economics and Business Administration, LV
  • Irina Sennikova, Rector, RISEBA – Riga International School of Economics and Business Administration, LV
19:15 – 19:30 Tour of facilities, visiting architects’ studio and shooting pavillon
19:30 – 20:00 Welcome cocktail at the Faculty of media and architecture
20:00 – 21:30 Dinner at the Faculty of media and architecture
21:30 Bus back to hotel


Thursday, 22 March 2012 (Business School building)
9:00 Tram to school
9:30 – 11:00 Plenary II – Organisational Design for External Relations
Aim: exploring different models of business schools in different regions of the world to understand how their Marketing, PR, Communication, Career and alumni services, etc. are organised within the school itself. Are innovative/creative approaches used?
  • Prem Chandrani, Chairperson - International Relations, S.P. Jain Institute of Management & Research, IN
  • Eduardo Fernandez-Cantelli, Director General of Markets and International Development, IE Business School, ES
  • Thomas Cossé, Associate Dean for International Programs, Robins School of Business, University of Richmond, USA
11:00 – 11:05 Introducing the Workshops
Aim: understanding the logic behind the 6 workshop sessions
  • Chair: Marc Smelik, Associate Dean for Corporate and International Relations, Leeds University Business School, UK 
11:05 – 11:30 Coffee Break
11:30 – 13:00 Workshops (A series) - Theme: Technology and Creativity
A1. International Development and Corporate Relations through Alumni
aim of the workshop: how to best use your alumni in regards to your corporate relations for internships, programme development, mentoring, students placement, corporate engagement, as well as for: recruitment of students, fundraising for your school, etc. Best practices.
  • John Arboleda, Director of International Alumni Affairs, ESADE Business School, ES
Moderated by: Triona Campbell, Events & Network Synergies Management, CEMS
A2. Tweeting for Marketers
Aim of the workshop: exploring how twitter can be used to the advantage of business school marketing departments. Best practices of how Faculty can be best used for promoting the school’s brand name; internal and external communication within the business school structure.
  • Tracey Horn, Head of Marketing and Events, University of Cambridge, Judge Business School, UK

Moderated by: Matthew Wood, Communication Director, EFMD, BE

A3. Optimising CRM (customer relationship management) for Corporate Relations
aim of the workshop: Best practices of a relationship between a business school and a corporate partner. The ups and downs of the relationship, explanation of how such a relationship is built, pros and cons of CRM, etc.
  • Patricia Hart, Director Corporate and Business Schools Relations, ESCE - Ecole Supérieure du Commerce Extérieur, FR

Moderated by: Desi Schmitt, Director of International Relations, AUDENCIA Nantes, Ecole de Management, FR

13:00 – 14:30 Lunch
14:30 – 16:00 Plenary III – Rebranding the Corporate Identity    
Aim: explanation of why, how and what push the school to rebrand. Were creative approaches included in the process on purpose, if at all?
  • Rita Afonso, Communications Director, Faculdade de Economia da Universidade Nova de Lisboa, PT
  • Isobel Doole, Assistant Dean, Sheffield Hallam University, Sheffield Business School, UK

Moderated by Andrew Crisp, Director, CarringtonCrisp Ltd., UK

16:00 – 16:30 Coffee Break
16:30 – 18:00 Workshops (B series) - Theme: Creative Use of Alumni
B1. IT Solutions for International Relations
Aim of the workshop: Understanding what is available on the market in terms of software and technologies. Best practices of business school(s) who uses some of these IT solutions.
  • Kerstin Bach, Deputy Director International Office and
Erasmus Institutional Coordinator, University of Mannheim, DE
Moderated by: Simon Mercado, Associate Dean, Nottingham Business School, Nottingham Trent University, UK
  • International,external
B2. Enhancing Marketing Strategy through Alumni Communication
aim of the workshop: understanding how important is the use of alumni for marketing your school and making sure they are well aware of the school’s new initiatives in order to disseminate the right message externally. How can we be more creative in the way we are using them?
18:00 Tram back to hotel
19:30 Bus transfer to Lido (dinner venue)
20:00 Drinks and Dinner
23:00 Bus back to hotel


Friday, 23 March 2012 (Business School building)
9:00 Tram transfer to school
9:30 – 10:30 Plenary IV – 10 things you should know to be in the rankings
Aim: understanding what is needed to be considered for the rankings as well as how you should organise the collection of your data, how to structure it, etc.
  • Marianne Schouten, Media & PR Manager, Rotterdam School of Management, Erasmus University, NL
  • Katie Carr, Director of Global Initiative, ESADE Business School, ES
10:30 – 11:15 Coffee break
11:15 – 12:15 Plenary V – Creativity in Management Education
Aim: the writer-in-residence's perspective on where the industry is heading… creativity and business
  • Char March, writer-in-residence, Hull University Business School, UK
12:15 – 12:30 Plenary VI – Wrap-up and Presentation to Next Year’s Conference
Conclusions of the chair and introduction to next year’s meeting
  • Chair: Marc Smelik, Associate Dean for Corporate and International Relations, Leeds University Business School, UK
  • Vivienne Ho Luk, Director IED & IIBD, Hong Kong Baptist University, HK
  • Peter Lau, Associate Dean, School of Business, Hong Kong Baptist University, HK
12:30 Lunch at RISEBA

Practical Information

Day 1 - RISEBA Faculty of Media and Communication
Udens iela 6, Riga, Latvia Building – Media Centre

Day 2 & 3 – RISEBA Business School

Meza iela 3, Riga, Latvia Building – Round Building


Contact at RISEBA
Ms Ella Kalnina, Head of External Relations
Address: Meza iela 3, Riga, Latvia
Tel: +371-67500262
Fax: +371-67500252
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.


Direction to Reach Riga or the Hotel
Fly to Riga. Riga International Airport is well connected to many European cities. It is approximately 20 minutes drive distance from Riga centre with easy access by public transport (bus), airport minibus and taxi.

You can buy prepaid vouchers on-line for both minibus and taxi to avoid changing money at the airport. You can also buy the vouchers from the AirBaltic cabin crew.
TopRegistration Fees
    • 720€ members of EFMD
    • 870€ affiliate members of EFMD
    • 1020€ non members of EFMD
    • 820€ members of EFMD
    • 970€ affiliate members of EFMD
    • 1120€ non members of EFMD
    (payment by credit card ONLY)
    • 920€ members of EFMD
    • 1070€ affiliate members of EFMD
    • 1220€ non members of EFMD

Cancellation Policy Date: 21 February 2012
Cancellations must be confirmed in writing. If Momentum EFMD Conference Secretariat receives notice of your withdrawal before 21 February 2012, a cancellation administrative fee of 75€ will be charged. Thereafter, we regret that we are unable to refund any fees. However, in such cases substitutes are welcome at no extra cost as long as EFMD receives notification of the name, title and address of the substitute.


AVALON Hotel 4**** (Travellers choice of the year): attracts guests who want to enjoy life in the Riga Old Town. The medieval charm and elegancy of the city combined with modern facilities and comfort. The hotel offers 111 standard and business class rooms, Junior Suites and Suites, connecting rooms, triples, nonsmoking rooms and rooms for guests with special needs.

  • Single Rooms
    • 54€ Standard Room
    • 64€ Superior Class
  • Double Rooms (double occupancy)
    • 60€ Standard Room
    • 70€ Superior Class

Prices are in Euro, per room, per night, including breakfast and taxes.
Hotel reservations for the conference can be done only through the conference online registration; please, do not contact the hotel directly.




Currency and Local Payments
National currency is Lat (Ls). Exchange rate 1 EUR = 0.7 Ls subject to slight variations in currency exchange points. Please note that only Lats are accepted for cash payments. All major credit and debit cards are accepted in most of the shops.