Volume 92, Issue 33

Tuesday, November 3, 1998



Concordia trying to ad some recognition

By Stephanie Cesca
Gazette Staff

Concordia University set out yesterday to sell its programs to the country, particularly its master of business administration program, in a six-page advertising feature in the Globe and Mail.

Jerry Tomberlin, associate dean of external affairs and executive programs at Concordia University, said this method of advertising is not only necessary to recruit students, but to achieve the nation-wide recognition that Concordia deserves.

"We like to think that Concordia is one of Canada's best kept secrets," he said. "We have to raise our profile in order to get more respectability."

Tomberlin explained although not all universities advertise, most do and it is by no means a new phenomenon. "We did it in the Financial Post last year," he said.

Although Tomberlin supports institutional advertising, he explained it is a costly method. "It costs around $58,000 for the whole feature," he said.

Although it does cost programs a considerable amount of money to run ads, Ken Hardy, associate dean and director for the National Centre for Management Research and Development for the Ivey School of Business, applauded advertising.

"We don't spend money just in a whole section, but we do run articles written by our faculty called 'Managing for Success' in the Globe," he said.

Hardy said six-article features are occasionally printed in the business section. "However, we did run some advertisements for the executive MBA programs," he said.

Brian Golden, a professor at the business school, condoned program advertising as well.

"In general, it's the nature of competition. We're all trying to get the best students," he said.

One Western student, however, felt differently about the situation. "Do we really think we need $60,000 worth of promotion?" asked Christine Gatbonton, a second-year English and political science major.

Jennifer Grant, a second-year visual arts student at Western, agreed with Tomberlin. "Concordia is a really great university, but it isn't really that recognized in Canada, so if advertising would benefit that school, then that's fine."

Jenny Cheng, a first-year student at Western's business school, said she had some difficulty learning about universities since she had just immigrated from China.

"I [had] never heard of Western before," she said. "I think programs should be advertised all over the world."

To Contact The News Department: gazette.news@julian.uwo.ca

Copyright The Gazette 1998