ERIC Number: EJ931746
Record Type: Journal
Publication Date: 2010-Sep
Reference Count: N/A
Danko, James M.
CURRENTS, v36 n7 p46-49 Sep 2010
"Commerce" and "finance" are not the broadest or most dynamic words in the lexicon of business. And yet, when this author became dean of the business school at Villanova University in 2005, that was precisely the language the school was using to advertise itself to the world. The Villanova College of Commerce & Finance, as it was known then, had produced some of America's leading corporate executives and had recently undergone a 65,000-square-foot renovation of the main business building. It was not well-known nationally. Five years later, the Villanova School of Business has gained national and international recognition for its undergraduate and graduate programs. It has quadrupled financial gifts, has been recognized by "Bloomberg Businessweek" and the "Financial Times," and has seen media mentions jump from less than a dozen per year to well over 500 per year. The school did it by building on its strengths, while acknowledging and addressing its weaknesses. It was a years-long, multipronged process that employed each area of advancement: marketing and communication, alumni relations, and development.
Descriptors: Business Administration Education, Reputation, Institutional Advancement, Organizational Objectives, Rating Scales, Attitude Change, Alumni, Fund Raising, Persuasive Discourse, Deans
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail: firstname.lastname@example.org; Web site: http://www.case.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A
Identifiers - Location: Pennsylvania