Administering and marketing your program

Lessons from MAS-Marine Biodiversity and Conservation

Richard Norris, Chair: MAS in Marine Conservation and Biodiversity

Scripps Institution of OceanographyCenter for Marine Biodiversity and Conservation

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MAS Year-Round Calendar

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Values to UCSD Increase number of:

Interdisciplinary courses TAs Resources for other UCSD students

Increase University reach into non-traditional career paths

Build capacity in international settings Feedback into fund-raising, awareness

of brand, research collaborations3

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Business Plan Market Analysis

How many students are there for your program?

Determine market for students Who wants your students? What skills do they need?

Evaluate competition to determine: Pricing Program features What is your niche?

Use Market analysis for recruitment

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Program Goals

Define measurable objectives A ‘three year” plan for growth, structure, and quality Use external evaluation to practice adaptive

management

Align Program & Institution Goals What are funds intended for?

How to engage Faculty? Shared Vision Steering Committee Rewards for teaching, Capstone advising,

leadership

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Marketing & Planning Web site is key element

describing: Affiliated faculty Research programs & groups Courses Alumni stories

But, different audiences may respond to different messages/approaches

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Administrative Organization Autonomy is key to remain nimble

MAS programs are not like typical MS or Ph.D. program

Are much more competitive Need defined program home

For advertising Set up interdisciplinary partnerships Foster links to NGOs, agencies, & business

Academic chair reports to Steering Committee

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Administrative RolesProgram RepresentativeAcademic ChairAcademic CoordinatorInstructors (including lecturers)Marketing SpecialistFinancial Management

Keep separate books

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Leadership As in any successful business, need

committed leadership Empower faculty & support staff decision

making by providing some autonomy Give credit for:

teaching committee service advising

Need new mechanisms for credit in interdisciplinary programs

Provide monetary rewards9

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Consistent Course StructureStudents need to know what they are

paying for, so….Have consistent, published, course

scheduleSet-up appointments a year in advance

Students begin to look at programs thenTo simplify administration, run same

course structure repeatedly

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AdmissionsDon’t take just anyone:

Bad students damage your brand… …And are a lot of work

Have transparent process to maintain faculty supportLike a steering committee with rotating

membershipUse fellowships to capture the best studentsAvoid a two-tiered system of graduate education

Both MAS and Ph.D.s can learn from each other11

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Develop Placement Track Record

Track alumniReturn alumni to talk to current

studentsEngage market for students with:

InternshipsCapstone ResearchOffers to interact with students in: Classes, Telling life stories, Explaining business goals

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Develop strong feedback mechanisms

• Faculty Chair and Program coordinators need to meet regularly with students to get ‘real time’ feedback• We use the “MAS Forum” for this

• Then practice ‘adaptive management’ to fix problems

• Hold “mixers” to engage: • Faculty involvement• Links to Ph.D. program• Links to NGO/business/government world

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