Professoren bag pressemeddelelsen - CBS Observer

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This autumn sees the launch of
CBS’ exciting new marketing brochure
entitled: “Diversity creating
knowledge”. Consisting of numerous
portraits of CBS students, the
brochure’s bold statement and even
bolder colours is an immediate
‘attentiongrabber’.Themyriadof
photos present the student body
that makes up the school in all
its glorious diversity. Interwoven
with the images are buzz words
representing the key points of
attraction to CBS: “Innovation”,
“Knowledge”, “World Class”,
“Challenge”, “Coherence”, “Nordic”,
“Multicultural” and “Focus”.
Designed to be used for the
following two years, Head of
Communications Janie Huus Tange,
CBS Communications & Marketing,
explains that the concept of the
brochure was born out of an earlier
projectcalledthe‘IDcampaign’.
This involved taking 3,000 photos
of students, teachers and employees
to show the diversity of the school
“…rather than just talking about it”.
The broad photographic sweep
of the school’s stakeholders was
undertaken by award winning photographer
Tao Lytzen. Nationally
in-house newspaper for copenhagen business school
ttracting diversity with a show of diversity
n a new brochure targeted towards fee-paying international students, CBS stresses the cultural diversity of the student
ody. Being multicultural going on global is not only a central aspect of CBS’ self-image; it’s also a strong selling point
global promo
By Chris Day
Photos: Tao Lytzen
Studying at CBS
Fees for non-EU and non-EEA students
Bachelor of Arts (full-time, three-year undergraduate programs) EURO 9,500 per year
Bachelor of Science (full-time three-year undergraduate programs) EURO 9,500 per year
Master of Science (full-time two-year graduate programs) EURO 12,500 per year
Master of Arts (full-time, two-year graduate programs) EURO 11,000 per year
CBS Executive's Full Time MBA program EURO 34,200 per year
More on: www.cbs.dk/admissions
Learn more about CBS’ student environment: www.cbs.dk/wgst2008
famous in Denmark for his campaign‘ID365’,Taohasbeentouted
as one of the top-ten under 35 photographers
in Europe.
Janie Huus Tange mentions that
the idea was to use these photos
for corporate campaigns, recruitment
and HR. The concept had
been in the ’melting pot’ for years
but it was thought to be too expensive,
until they realized they could
put the images to multiple use:
- It was so great to see them, we
didn’t have to invent diversity, Janie
adds.
Who we are, just as we are
The photographs were first uploaded
onto Facebook, giving students
the opportunity
to‘tag’theircolleagues.
Janie says
that only twelve
people complained,
and this
was due to them
not liking the way
they looked in
their photos. They
were then used
for a national
campaign so that
people applying
could identify with the students:
- Not just taking the most handsome
ones, showing the whole
pallet, Janie Huus Tange says – and
leading on from this the present
brochure and the international campaign
with an increased focus on
diversity came into existence.
- There has been an on-going discussion
as to who to include, but
this is what we look like. We don’t
want everybody to be blonde and
blue eyed, we want to represent the
way CBS actually looks. The idea is
that you don’t feel like a stranger
when you come here, Janie Huus
Tange explains.
Difference united
The brochure’s aim is to provide
an introduction to Copenhagen
with a focus on the Nordic and
Scandinavian region. On the back
are listed rhetorical questions that
emphasize CBS’ strengths. These
include; being the second biggest
business school in Europe, providing
university level education, multiple
subject choice and a standard
of English that has a higher competence
entrance level than the USA
as well as the modern infrastructure
and safe campus environment.
The text inside reinforces the value
drivers of CBS for any potential
overseas students.
Janie Huus Tange describes the
brochure as:
- …the best product we’ve had in
years. We want everyone to go on
the website.
She goes on to state the brochure’s
objective, which is to
attract as many fee paying students
from different countries outside of
Europe as possible, with the ultimate
aim being diversity. CBS is at
its best when its international classes
contain a mix of both Danish
and foreign students. This chance
to mix is something uniquely CBS.
Reiterating the aims, Janie Huus
Tange enthuses:
- What’s the good thing about
being different? Well, the meeting
of differences is the way to create
knowledge. We want everyone to
be individual, but in a group. At
CBS, we consider diversity to be a
positive thing.
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