The Contextualizing Vision

As universities and colleges need to attract more learners, it is essential for UCL to position itself as one of the colleges that can produce positive and sustainable global impact. In the process, the organization quality custom essays must take branding and marketing as a critical activity that can enable it to increases its awareness in foreign countries such as Qatar. The university must also have policies in place that can differentiate it from other competitors. Successful branding and policy frameworks can not only help the college deliver its global impact objectives but can also aid in increasing the number of enrolment and expanding its fundraising capabilities.

Analysis of the Current Situation

Currently, UCL has a branch in Qatar that targets the Qatari students and communities. However, the potential students still do not understand the value they might get by joining UCL. Moreover, the majority of learners in this country are not aware of the programs and activities of the university. For example, there are wide cultural differences between the UCL and the Qatari communities, and as such, it is essential to increase the cultural awareness in this context. Furthermore, the college is facing competition from the American universities that have already established their presence in Qatar. The universities include Texas A&M, Georgetown, Cornell University, and Virginia Commonwealth. As a result, the majority of students in this region have more awareness about these American universities than the UCL. Thus, there is a need to increase awareness of the university to allow the students to have more data on how the university might positively affect their lives. The university needs to market itself so that it can position itself above the competitors. Lastly, there is a need of cultural exchanges between the UCL and the Qatari students so that they can choose this learning facility.

Analysis of Future Scenarios

UCL aims to enhance its international reputation and profile through the development of image and positioning itself as an institution that delivers outcomes that have positive impacts on communities, learns, and adds sustainable value through its global presence and operations. The UCL mission is to be a diverse intellectual community that engages in the broader global communities and changes them for better through instilling radical and critical thinking as well as widespread influence. It ensures that the facility can integrate its education activities with research and entrepreneurship to create a sustainable community that benefits all humanity

The college has determined that delivering the global impact strategy is necessary, and to accomplish this, there should be an exchange between the UK embassy in Qatar and Qatar embassy in the UK. The exchanges should increase the awareness of UCL, market the organization to the Qatari students and communities, and position the college as one that positively affects the global communities, thus being a better option in Qatar.

The audience for the policy brief is UCL administration, especially the departments responsible for branding and marketing of the institution. The deans at the Qatari campus and main campus must collaborate to successfully deliver the objectives of the sixth theme “delivering global impact.” Moreover, there is a need for the school administration to understand how it can increase cultural exchanges with the Qatari campus, both in the UK and in Qatar. The policy, however, targets the current and potential Qatari students and communities to allow them to understand the position of UCL, especially its obligation to deliver its global impact as well as international capacity and skills to tell the college’s story better. Through the policy, the UCL would be able to extend its local and global knowledge to the Qatari communities and students. Furthermore, the policy framework might allow UCL to enhance the global nature of its student experiences.

Options for Action plus Recommendation

The different approaches to increase cultural awareness and achieve the objectives of theme six areas outlined below:

1. To use online and digital space, especially the social media.
2. To use event-based activities, including cultural exchange programs, for direct interaction with the students.

III. To apply online education/content offerings.

1. To offer flipped classrooms and gamification.

One of the ways that can increase cultural awareness and exchange between UCL and Qatari students and communities is social networking sites and online space. According to Davis III, Deil-Amen, Rios-Aguilar, & González Canché, social networking has delivered one of the most effective ways through which people can interact, connect, communicate, and be closer to each other without taking into account the geographical and time barriers. In this manner, UCL can use the social networking to increase its interaction, communication, and exchange with the Qatari communities. Though the use of social networks, UCL might be able to gather the Qatari communities for cultural, social, and civic purposes, and in the process, it can be able to connect UCL and Qatari communities using technology, thereby promoting as well as enhancing the global nature of its student experiences, facilitating partnership working, and telling its global stories. Davis III et al.  Illustrated that social networks could offer a dynamic ecosystem that can nurture cultural exchanges among the individuals, as they create and share content that enhances their lives and experiences. The networking sites that the organization might use comprise Twitter, Instagram, and Facebook. The materials can be translated into Arabic and in any other language that can be understood by the targeted Qatari communities. Indeed, the majority of American colleges and universities have used this technique to increase their presence and cultural impact in foreign countries. Figure 1 below, for example, shows the rate of social media usage among the U.S. universities and colleges.

Figure 1. The rate of social networking usage among American universities and colleges in foreign countries.

Using Events-based Activities such as Cultural Exchange Programs

An event-based action is one of the essential means through which UCL can meet the objective of delivering global impact. Cultural exchange programs between the Qatar embassy and the UK embassy can promote the college. During the events, the foreign communities can be persuaded and convinced to join UCL campus based in Qatar by positioning the university as one that aims to have a positive global impact. The organization must position itself as one that provides the potential students with a life-changing impact, including making lifelong friendships, gaining fluency in English language, and appreciation of Qatar as a country with different cultures. The cultural exchange programs should also target to position the university as the preferred college admission among Qatar communities: one that can offer possible college scholarships and provide enhanced global career opportunities for the students regardless of their nationality and cultural backgrounds. The students would have to experience different cultures first-hand, and this would improve the global nature of their experiences, tell their universal story, as well as develop an international capacity and skills, thereby delivering its global impact objectives.

Online Content Offerings

Online education and content offerings are the strategies that UCL can use to achieve the objectives of theme six “delivering global impact.” Nowadays, there is a variety of new forms of content delivery approaches that involve new technologies and have the potential to change the pedagogical norms. The most common include experiential learning, flipped classrooms, and even gamified teaching. The main aim of these new technologies is to increase accessibility as well as a convenience since they allow the students to consume the contents regardless of their place or time limitations. Due to the increased accessibility of UCL content, it is expected that the organization would be able to develop its international capacity and skills, extend its global and local knowledge, as well as enhance the global nature of its student experiences. As a consequence, the college would be able to meet the objectives of “delivering global impact.”

Recommendations

It is recommended that a combination of online digital space marketing and content offering, event based activities such as cultural exchanges, and use of flipped classrooms can help UCL in Qatar so that it can deliver the objectives of the sixth theme “Delivering on Global Impact”, and in the process to position it as the admission university of choice.

Proposed Methods of Implementation Including Risks and Resources

The objectives of the strategies are to increase awareness of UCL theme of delivering global impact and position the college as the preferred admission university among Qatari communities around the world. To achieve this, however, the college has to implement the suggested strategies. To work on event-based cultural exchange programs, the dean of UCL main campus has to contact the UK embassy in London to provide the regulations and clarifications on the right procedures to follow to reach the Qatar embassy in the United Kingdom. The dean should speak with the Qatari ambassador in the UK for further clarification. Specifically, Mr. Youssef Al Khater, the Qatari ambassador in the UK, can be reached. The members of the UK embassy in Qatar should also be contacted, so they can organize the visit of UCL team to Qatar for the cultural exchange programs. Moreover, they can be asked to help mobilize the Qatari communities to attend the cultural exchange programs. A date must be set, and UCL team would travel to Qatar for the exchanges and promote the need to deliver a global impact.

The implementation of social networking and online platforms to facilitate exchanges between UCL and Qatari communities requires additional resources and personnel. First, a social media specialist has to be recruited to take charge and advise how the organization can achieve its “global impact” objectives using social networking and online content delivery.

Evaluation

The success of the goals would be determined based on whether there is an increased awareness of UCL in Qatar as well as increased recruitment of the Qatari students in line with the purposes of the sixth theme. The main aim of the policy framework is to raise the awareness of UCL objectives and presence among Qatari students to allow the facility to become one of the most preferred foreign colleges in the country. Therefore, the knowledge shall be determined by surveying after sixth months to establish which of the international colleges in Qatar is the most preferred by the local communities. The policies would be determined as successful if they have led to increased awareness of UCL and its global impact objectives in Qatar.

Second, the policies should be evaluated as successful if the college registers an increase in the number of admissions within the first six to twelve months after implementing the strategies. The growth in the number of admissions implies that the plans have successfully positioned UCL as the college admission of choice among the Qatar communities. In the process, the organization would have achieved the objectives of the delivering global impact.