Branding Canadian higher education / : Creation d'une image de marque de l'enseignement superieur canadien

This culture of The cited benefits of recruiting a high number competition has led institutions to become more of international students often include notions of aggressive and entrepreneurial, following the wave of an enriched academic experience through diversity, new-managerialism that has crashed upon the shores of as Philip Steenkamp, Deputy Minister, Ministry of higher education in recent de [...] The Director of the Higher to the classroom, the campus, and the larger Education Policy Research Unit at the Dublin Institute community, enhancing the academic experience of Technology, Ellen Hazelkorn, states, “Stories of what for all students. [...] Paul Davidson (2009), With the potential to profit from such President and CEO of the Association of Universities and Colleges of Canada (AUCC), also agrees that the diversity huge figures and taking into account the created by the presence of international students is beneficial as they bring diverse perspectives, expertise aforementioned culture of competition that and skills to our classrooms, [...] In a document posted by AUCC on their election site in Canada’s recruitment efforts for international the fall of 2008 entitled, “Why universities’ connections to the world matter,” the organization states the students have largely been shaped (some following: would argue hindered) by the structure of There is a growing pool of international students its government. [...] Pan-Canadian Education Brand, with the understanding that the brand would be jointly managed by DFAIT and The initiative touted as the solution to Canada’s failing the Secretariat of the Council of Ministers of Education situation is the creation of a national brand to represent Canada (CMEC) (DFAIT, 2008).