Co-Branding Proposal

Co-branding of the University of Arizonas College of Optical Science and the Autonomous University of SLP IICO.

Yahya Yuksel Mariana Hernandez Grant Gepher Michael Misiaszek Kara Mitchell Randall Lough

4/5/2012

I.

Capture The two businesses chosen to co-brand are the College of Optical Sciences Distance Learning Program at The University of Arizona with the Institute of Research in Optical Communications at The University of San Luis Potosi. The University of Arizonas College of Optical Sciences is a world leader in scientific innovation, technology, and research development. The department is also home to a nationally ranked team of professors and offers a distance learning program that provides a structured online alternative to the traditional classroom. The program is a relatively new service and attracts students from all over the world. Students in the program are able enroll in classes, watch recorded lectures, collaborate with professors, and submit assignments all of which is conducted online (UA College of Optical Science). This co-branding campaign will create a partnership with the Institute of Research in Optical Communications or IICO. This organization is dedicated to developing scientific and technological research in areas related to science and technology of optical communications (IICO). They also train qualified researchers and technicians in more general areas of optical engineering. The Institute was founded in 1990 and is part of The University of San Luis Potosi in Mexico. They offer courses and curriculum similar to that of the UA optics program.

II.

Product/Service Comparison The Distance Learning Program at The University of Arizona offers all of the following products and services: Recorded Lecture Series Optics program certificates and degrees with university accreditation Interaction with optics professors and faculty Specialty knowledge and expertise in specific optics fields including but not limited to: o Photonic Communications Engineering o Electromagnetic Waves o Laser Technologies Exclusive online video content The Institute of Research in Optical Communications at The University of San Luis Potosi offers all of the following products and services: Bachelor and graduate degrees in Applied Sciences and Optical Engineering

Classes in Phototonics, Applied Mathematics, Physics, and more Research opportunities in the areas of Optoelectronics, Applied Optics, and Technological Development Collaboration with faculty Extensive laboratories and test facilities

Both of these institutions are dedicated to advancing innovation, technology, and research in optical sciences by educating university students. The main difference lies within the specificity and reputation that the University of Arizonas optics program has to offer. With world renowned professors and lectures on critical niche topics, the UA optics department provides a highly regarded service that serve as complementary knowledge for Mexican student and researchers at IICO. III. Brand Image Comparison Both institutes are internationally recognized as respected and top institutions if the field of Optical Science. Below are some of highlights of both institutions. University of Arizona College of Optical Sciences Online Graduate Program: Educates more students in Optical Sciences than any other University in the United States in the field of Optical Sciences. Focuses on those qualified individuals who it may be logistically impossible to physically return to a home campus. The program offers world renown professors that offer exclusive knowledge and content that cannot be acquired by simply reading a textbook. (U of A, 2012) Autonomous University of SLP IICO Institute of Optic Communication: All students accepted receive full-ride scholarships from Conacyt (Mexican government academic sponsor) since it is recognized as an above excelling institution. It is the only Optical Sciences institution that has earned this distinguished honor. Offers some of the sophisticated and comprehensive facilities and respected faculty in Mexico. Recruits only the most intellectually capable and highest caliber students in Mexico. (IICO, 2012). IICO and the U of A College of Optical Sciences offer research and education in the same field yet offer different specializations that would not be available at each institution alone. Since neither program is yet collaborating internationally it would be an ideal partnership which could foster new business as well as promoting growth

in the field of optical research. Since it is compulsory for IICO students to have advanced proficiency in English there are no language barriers and both institutions are located relatively close. Being premier institutions in optical sciences in their respective countries they share the same vision to educate the most promising professionals and further the knowledge in the field; a partnership between these two would complement both institutions and create international relations in research, faculty, and the future student bodies of both Automated University of San Luis Potosi Institute of Optic Communication and the University of Arizona College of Optical Sciences (IICO, 2012) (U of A, 2012). IV. Target Market Analysis The target market for Optical Sciences is defined as corporations or professionals who feel the need to stay up-to-date with trends, technology, and practices. According to National Center for Education Statistics roughly 55% of all students who participate in distance learning are over the age of 24. Of that group 16% are in a full time job and independent. Moreover, due to economic changes more companies have turned to distance learning to improve their workforce. According to Skytab 75% of companies have considered or done some type of distance learning. Therefore, it is critical to make companies and professionals in the optical field aware of our presence as a candidate for distance learning. The target market of IICO (Institute of Optics Communication) which is part of the Autonomous University of San Luis Potosi is graduate students with a previous bachelors degree in optical science, physics, mathematics or a related field of study (IICO, 2012). IICO is one of the top institutes recognized by the CONACYT, which is the Mexican commission dedicated to provide grants and scholarships to science and technology students. Eligibility for these scholarships (which are available for domestic as well as foreign universities) are having a minimum grade average of B or above and going to an institution recognized by the commission. These scholarship recipients are also required to return to Mexico and conduct research for a certain period of time at a Mexican institution as a way to pay back their loan and further optical science research in Mexico (CONACYT 2012).

V.

Intended Audience

The specific target audience of the COS Distance Learning (DL) Program co-brand would be accepted students of IICO. These target consumers are graduate level optical science students, instead of the COSs typical tech company professionals. The DL classes will be an additional set of courses students will engage in, that aims to buttress the IICO curriculum and serve for future research and investigation. The intended audience is fluent in English, a mandatory requirement for IICO students, allowing the education to be fluid and comprehensible regardless of the English and Spanish language barrier. The financial benefit of dealing with graduate students from IICO is that most students within their college are awarded scholarships by CONACYT. These scholarships can theoretically subsidize the COS DL courses and build the programs capacity through a sustained long-term relationship. The courses and that are of interest to IICO students will be curriculum that is relevant to communication optics but more in depth. The list of potentially useful accredited certificate programs offered by COS are the general masters in optical science, master of science in photonic communications engineering, doctorate of philosophy in optical science, doctoral minor in optics. VI. Marketing Strategy The University of Arizonas College of Optical Science and the Autonomous University of SLP Institute of Optical Science would use a marketing strategy that focused on co-branding the concepts that both institutions pride themselves on such as technology, research development and world class educational opportunities. Co-branding information on both College of Optical Science and the IICOs official websites will help to market the distance learning courses to the students in IICO. Using a strategy that markets the distance learning courses provided by the University of Arizonas College of Optical Science as technologically advanced, up to date yet simple to use in the comfort of students homes will create an expansion of the target market for the Autonomous University of SLP. The University of Arizonas College of Optical Science target market would also be expanding by enrolling many new international students to their distance learning courses. Although, both brands would experience target market expansion, neither would be introducing themselves into a whole new target segment. The College of Optical Science already offers its distance learning courses internationally, but after marketing through the IICOs official website they would be able to enroll many more international students. Using a marketing strategy that promotes a higher education and dedication to technological advancement will help foster a relationship between the IICO and the

College of Optical Science. This co-branding process will allow for growth among and between both organizations in the short and long run. VII. Co-brand Promotion The intent of co-branding the University of Arizonas College of Optical Science and the Autonomous University of SLP Institute of Optical Science is to have an advantageous exchange which is mutually beneficial. The College of Optical Sciences benefits from additional students enrolled in their program and IICO by preparing its students with complementary knowledge that can benefit future research and investigation at its institution. Promoting this conjunction between educational institutions would be done primarily by aggregating the relevant co-branding information on both College of Optical Science and the IICOs official websites. The main focus is to inform interested students and using both college websites will bring internal awareness. To reach a broader audience, however, press releases in relevant journals and magazines, highlighting the partnership, would also be recommended. Such magazines as Physics Today and Photonics Spectra would be good choices that could capture a relevant audience. In addition, working on SEO (search engine optimization) relevant keywords for online searches would be necessary to build a link between both these educational institutions. With extensive research on keywords that promote the partnership between the two institutions coupled with strong link building from each others reputable sites will show potential students a credible coalition between the two establishments. Internal promotion is very important; the College of Optical Science could host IICO in a celebratory event filled with activities, banquets, guest speakers, and other optics related functions. The mutual dedication to higher education in the exciting field of optics will foster a strong relationship that will benefit both organizations in the short and long term. The co-branding signifies not only a partnership between two academic institutions but between neighboring countries of media stricken political distress. This will be a beacon of success for US-Mexico relations, and the field of optics.

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Works Cited

"Instituto De Investigacion En Comunicacion Optica." IICO UASLP. Web. 04 Apr. 2012. <http://cactus.iico.uaslp.mx/index.php>. "College of Optical Sciences." The University of Arizona College of Optical Sciences. Web. 04 Apr. 2012. <http://www.optics.arizona.edu/>. "Consejo Nacional De Ciencia Y Tecnologia." CONACYT. Web. 04 Apr. 2012. <http://www.conacyt.gob.mx/Paginas/default.aspx>. "The Condition of Education - Contexts of Postsecondary Education - Programs and Courses Distance Education in Higher Education - Indicator 43 (2011)." National Center for Education Statistics (NCES) Home Page, a part of the U.S. Department of Education. N.p., n.d. Web. 5 Apr. 2012. <http://nces.ed.gov/programs/coe/indicator_dhe.asp>. Table: "The Condition of Education." National Center for Education Statistics (NCES) Home Page, a part of the U.S. Department of Education. N.p., n.d. Web. 5 Apr. 2012. <http://nces.ed.gov/programs/coe/tables/table-dhe-1.asp>. "New Poll Shows 75 Percent of Companies Considering Virtual Training Solutions in the Cloud | Skytap." Enterprise Hybrid Cloud | Application Development and Test, Sales Demo, Virtual Training | Skytap. N.p., n.d. Web. 5 Apr. 2012. <http://www.skytap.com/newsevents/press-releases/new-poll-shows-companies-considering-cloud-virtual-trainingsolution>.