Paper session 3: Branding and Digital Marketing
Navigating Change: Formulating Branding Strategies for Emerging Business Schools in High-Context Cultures in the Era of AI-Driven Innovation
Ayupitha Tiara
12:30 - 13:15
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Observations, questions, and recommendations from
H Bradley:
2025-06-06 12:38:27
Thank you so much for sharing your proposed research with us!
1. I wondered, are these theories short-listed, or do you plan on using both of them? If both, why both, and not deciding which theory is most applicable?
2. I'm not 100% certain on the guidance on the template/ format of the deck, however I find it useful to have a very short introduction about you as an individual and the motivation as to why this area/ topic.
Wafa:
2025-06-06 12:49:28
The subject is very intersting but also very controversial. You might need to concentrate on one perspective: Marketing? (branding strategies), Education (content, methodologies, etc.), Context (adaptation, political/economic factors, etc.).
- Do you consider AI a tool or a framework? Taking this positionning will give you more fit with the theory you should use
- I let you read this: https://www.theguardian.com/news/2018/apr/27/bulldoze-the-business-school ;)
