2015 EFMD Conference for International and External Relations, PR, Marketing, Communication and Alumni Professionals

Hosted by: Simon Fraser University

The event will start on: 25 Mar 15 15:00
And will end on: 27 Mar 15 13:30

Location: Vancouver, Canada

Understanding, Identifying and Building a Distinctive Business School Brand

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!


EFMD thanks CFBSD for their kind support of this event!


More Information


Wednesday, 25 March 2015
15:00 – 18:00 Registration
16:00 – 16:30 Welcome and Opening Remarks  Chairperson: Alison Lloyd, Associate Dean, The Hong Kong Polytechnic University Hong Kong, HK
16:30 – 17:30 Plenary I – Local Input
Aim: Understanding the context of the host school and the position of Vancouver as Canada’s gateway to the Asia Pacific Market.  What role does Beedie play in supporting British Columbia’s position in the global economy? What is the role business schools play in their community? Understanding Canada’s constraints (education policy).
  • Blaize Horner Reich, Dean, Simon Fraser University, Beedie School of Business, CA
  • Daniel Shapiro, Former Dean, Simon Fraser University, Beedie School of Business, CA
17:30 – 18:30 Plenary II - Story Branding: How to Create a Storytelling Culture
Aim: Storytelling has become a buzzword that often leaves people feeling confused and unsure of how, or why, they need to tell the story of their organization. Megan Sheldon, brand mythologist with Narrative Communications, will share with you the importance of storytelling for both your brand and your organizational culture.
  • Megan Sheldon, Brand Mythologist with Narrative Communications, CA
18.30 – 19:30 Networking Activity and Cocktail
Connecting with your peers having the same job position as you!
An inventive and fun way to get to know the conference participants and connecting (networking opportunity!)
19.30 Walk to Dinner Venue (Four Season Hotel)
19:45 – 21:30 Dinner at Four Season Hotel


Thursday, 26 March 2015 (Segal Graduate School of Business 500 Granville Street)
09:00 Walk from Four Season Hotel to SFU
09:30 – 09:45 Making the Connections
Aim: Making the connections from what was presented the previous evening in terms of our local context to branding in general.
Chairperson: Alison Lloyd, Associate Dean, The Hong Kong Polytechnic University Hong Kong, HK
09:45 – 10:15 Plenary III
Designing A Brand Model
Aim: Understanding what elements to take into consideration when you are thinking of your school’s brand strategy.
  • Ivan Bofarull, Director, Global Strategic Initiatives, ESADE Business School, ES
10:15 – 11:15 Plenary IV
Framing and Making Strategic Choices For Your Brand

Aim: How to build and develop distinctive business school brands in today’s flattened globalised world and some of the forces driving change.
  • Julian Stubbs, Brand Strategist and Co-Founder, UP THERE, EVERYWHERE, SE
11:15 – 11:45 Coffee Break
11:45 – 12:45 Discussion Groups
How Do You Support Your School Brand?
Aim: Grouping participants with a different role/function in schools; the task of each group will be to identify how they contribute to their institution's brand; what tools they use to do so? What makes their school stand out? How are their External Relation Teams structured? A dynamic exchange is expected.
12:45 – 13:15 Feedback of the Discussion Groups
Aim: Enabling participants to take away a few tips deriving from other groups’ discussions.
13:15 – 14:30 Lunch
14:30 – 16:00 Workshops Series A
  A1. How Do You Use International Partnerships to Enhance Your School’s Brand?
Aim: Understanding how a business school can influence its brand; How can you be distinctive with your brand using international partnerships?
  • Simon Mercado, Associate Dean, Nottingham Trent University, Nottingham Business School, UK
  • Bertrand Guillotin, Director International Programs Office, Duke University's Fuqua School of Business, US

Moderated by Natalie Nielsen, PhD Candidate EBS and Director of International Affairs, Stockholm Business School, Stockholm University, SE

  A2. How Do You Use Your Alumni to Enhance Your Brand?
Aim: Understanding how to best use your alumni to enhance your brand and understanding how they can influence your brand (good or bad). How can you get more and better recommendations from your alumni?
  • Barbara Coward, Vice-President of Innovation and Development, Converge Consulting, USA
  • Daniel Cohen, Co-founder & CEO, Graduway, UK
  A3. How Do You Communicate Your Brand?
Aim: Understanding how best to leverage your human and social capital to enhance your brand? Is driving admissions through social media good? If so, which channels do you use? Should you use social media for content or for promotional marketing only?
  • Kevin Anselmo, Founder/Principal, Experiential Communications, US
16:00 – 16:30 Coffee Break
16:30 – 17:30 Plenary V
The Science of Influence and Persuasion
Aim: The speed of change in business, the economy and personal circumstances has never been greater. Our ability to communicate effectively is being outpaced by the sheer volume of information available to us – most notably via the internet. So how do you communicate your message, against a backdrop of so much information ‘noise’, and make it stand out? Do you find it difficult to influence and persuade others? See how making the same request in different ways can be 10, 20 or even 600% more effective - without changing the content of the request!
  • Dil Sidhu, Chief External Officer, Manchester Business School, UK
17:30 Walk to Four Season
19:15 Walk from Four Season Hotel to Pan Pacific Hotel
19:30 Drinks and Dinner
22:00 Walk from Pan Pacific Hotel to Four Season Hotel


Friday, 27 March 2015
08:00 – 9:15 Optional Breakfast Session for Canadian school representatives
The Canadian Business School Brand in the Global Market
Aim: Canadian delegates will meet over breakfast and have a facilitated session on how they could work together to market Canada as a destination for business students (all levels).
  • Kirk Hill, Assistant Dean, External Relations, Beedie School of Business, Simon Fraser University, CA
  • Tim Daus, CFBSD – Canadian Federation of Business School Deans, CA
09:00 Walk from Four Season to SFU
09:30 – 11:00 Plenary VI
Leveraging Local Identity and Attributes for Global Success
Aim: Exploring how schools can take advantage of local attributes for global success. Presentation of different schools’ case studies.
  • Adrienne Nazon, Executive Director of Marketing, University of Chicago Booth School of Business, US
  • Ali Dastmalchian, Professor of Organization Studies and International Business, University of Victoria, Peter B. Gustavson School of Business, CA
  • Giorgia Miotto, Director of External Relations and Communication, EADA Business School Barcelona, ES
 11:00 – 11:15 Introduction of the EFMD Mini Case Study
How Your School Became Global?
11:15 – 11:30 Coffee Break
11:30 – 12:45 World Café Session
Leveraging Local Attributes
Aim: Participants will be divided in smaller groups with people having the same job position as they do to try and identify which strategy/action they would use to achieve the goal they will be given (EFMD mini case study).
12:45 – 13:15 Wrap-up and Presentation to Next Year’s Meeting
Aim: Conclusions of the chairperson asking representatives of each of the 3 groups (1-International Relations, 2- Alumni Relations, 3-PR, Marketing & Communication) to share with the group 4-5 central themes that came up during the conference, with an emphasis on take-aways and 2-3 key things each group picked up that are useful for their particular role.
Chairperson: Alison Lloyd, Associate Dean, The Hong Kong Polytechnic University Hong Kong, HK

Introduction to Next Year’s Meeting
  • Claudia Monteiro, Head of PR, Communications and Events, University of Edinburgh Business School, UK
13:15 – 14:15 Buffet Lunch
Official end of the conference. The following sessions are optional, but only available to conference participants.
14:15 – 17:15 One-to-One Connect Session
Aim: Unique opportunity to meet schools from Europe, Canada, United States, Asia, etc. in an informal setting.
18:00 – 20:00 Alumni Event                            
Aim: Each conference participant has the opportunity to invite their alumni to join the evening, enabling them to connect with their old school and meet new people in the city.
The Guest speaker for the Alumni evening will be Dan Pontefract; he is the author of FLAT ARMY: Creating a Connected and Engaged Organization. He also holds the role of Chief Envisioner of TELUS Transformation Office where he helps organizations and leaders looking to improve employee engagement, leadership development and organizational culture.


Practical Information

  1. Venue
  2. Contact at SFU
  3. Directions to the Four Seasons Hotel in downtown Vancouver
  4. Fees and Payment
  5. Accommodation
  6. Tourism
  7. Links
1. Venue

Beedie School of Business, Simon Fraser University
Segal Graduate School

500 Granville Street,
Vancouver, BC, Canada, V6C 1W6
Event Rooms (Lobby level)

Map of Conference Venues

2. Contact at SFUTop

Elaine Lo
Manager, Alumni & Events
Beedie School of Business, Simon Fraser University
500 Granville Street, Vancouver, BC, V6C 1W6
Tel: 778-782-9459
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

3. Directions to the Four Seasons Hotel in downtown VancouverTop

Arriving at Vancouver International Airport (YVR)

By taxi: 30-40 minutes depending on traffic

By Canada Line (SkyTrain): 26 minutes.
The YVR-Airport station is centrally located between our International and Domestic Terminals. Cost: $4.00 (2 Zone Fare) + $5.00 Canada Line YVR AddFare (one way). The nearest stop to the hotel is Vancouver Centre Station. From the station, there are two walking routes:
Follow the escalators towards West Georgia Street. Leave the station, turn left and proceed to the intersection. The hotel is located directly across the street.
During mall operating hours you may remain underground and proceed to the Pacific Centre Mall. The entrance to Pacific Centre will be on your immediate left after heading up the escalators from the platform level. Follow the mall corridor until you reach the second set of escalators. Go up to the next level. The entrance to the hotel lobby will be on your left.

By car: 30-40 minutes depending on traffic
Leave the airport and follow Grant McConachie Way (this leads onto the Arthur Laing Bridge and eventually into Granville Street)
Continue north along Granville Street and cross the Granville Street Bridge
Stay in the right lane and take the Seymour Street exit
After eight blocks turn left onto Dunsmuir Street
After two blocks turn left onto Howe Street
The hotel is immediately on the left just after the mall parking entrance

4. Fees and paymentTop
  • EARLY BIRD UNTIL 15 December 2014
    • 770€ FULL members of EFMD
    • 920€ AFFILIATED members of EFMD
    • 1070€ non members of EFMD
  • NORMAL FEE UNTIL 25 February 2015
    • 870€ FULL members of EFMD
    • 1020€ AFFILIATED members of EFMD
    • 1170€ non members of EFMD
  • LATE FEE AFTER 25 February 2015 (payment by credit card ONLY, after 25 February 2015)
    • 970€ FULL members of EFMD
    • 1120€ AFFILIATED members of EFMD
    • 1270€ non members of EFMD

Cancellations must be confirmed in writing. If MCI EFMD Conference Secretariat receives notice of your withdrawal before 25 February 2015, 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.

Please note that the list of participants is printed 10 working days before the event (on 11 March 2015). If you register after that date your contact details will not be included in the list. Also note that if we haven't received your payment (or proof of payment) before the list is printed (on 11 March 2015), your contact details will not be included in that list.

5. AccommodationTop

EFMD has arranged for preferential rates at Four Seasons Hotel. Please find below the instructions on how to book your room at the conference rate by 23 February.

  • Go to the following link: http://www.fourseasons.com/vancouver/
  • Enter your arrival and departure dates & number of guests in the 'Make your Reservation' tab
  • Click on Corporate/ Promo Code
  • Enter Promo Code: CI0315EFM
6. TourismTop

Tourism Vancouver website 
Things to do in Vancouver
Day Trips
Tourism Vancouver Visitor
Centre Plaza Level - 200 Burrard Street
Vancouver, BC, Canada, V6C 3L6
Tel: 604-682-2000
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

7. LinksTop

Vancouver International Airport (YVR)
Weather in Vancouver
Transportation (train schedules website, subway, buses, etc)
Vancouver’s public transportation is operated by Translink:

City map