Loading

New Directions UA South - December 2018

In the Fall of 2016, the University of Arizona engaged Bromberg Consulting, Inc., to conduct research on the rebranding and reorganization of the UA South Branch Campus located in Sierra Vista. The consulting agency included UA South locations and academic programs in the branding conversation (Douglas, Santa Cruz, Pinal, Pima Community College, and Tech Park), as well as UA Distance locations, which exist outside of the UA South brand (Yuma, Chandler, Gilbert, North Valley, Mesa and Flowing Wells).

We found that the UA South brand does not define what we do or where we are located.

What we need leadership to consider:

  1. Is there support in changing the academic unit name from UA South to the College of Applied Science and Technology?
  2. Is there support for all locations (UA South and UA Distance) to unite under one unit?
  3. Is there support to hire one leader for the college and one leader for the locations?

SUMMARY OF THE FINDINGS

The Academic Unit

The current brand does not describe the college and academic programs offered at UA South. We recommend to establish a college brand identifying the unique Bachelor of Applied Science degrees offered only at UA South. The other degree programs not associated with the BAS would return to their main campus departments and be taught through the new locations network structure as an outreach mission.

The Locations

We found that the current brand does not identity the location of UA South and the associated distance learning sites. We recommend renaming the branch campus and the distance learning sites to reflect their locations. We also recommend creating one overarching brand to identify the entire distance campus network.

The Academic Unit

ISSUE:

The current brand does not describe the college or unique academic programs offered at UA South.

RECOMMENDATION #1:

We recommend establishing a college brand that identifies the unique Bachelor of Applied Sciences degrees offered at UA South.

The college brand could be called the College of Applied Sciences and Technology (CAST) and as it would include the unique BAS degrees. The BAS programs already exist and include: Government Services, Cyber Operations, Informatics, Leadership and Commerce, Human Services, and Meteorology .

There is a potential for growth in other applied science degrees and certificates in the areas of science, technology, engineering, and agriculture, as well as in arts and math (STEAM). It is important to note that all the BAS degrees are offered in Arizona Online.

RECOMMENDATION #2:

The shared programs currently offered at UA South would come to the main campus home departments. We will continue to offer these degrees through our branch/distance campus locations.

The Locations

ISSUE:

We found the current brand does not identify the location of UA South and the associated sites. We recommend renaming the branch campus and the sites to reflect their locations.

RECOMMENDATION #1:

The current brand does not identity the location of UA South and the associated sites. The branch campus, UA South, would be rebranded as UA Sierra Vista and be the headquarters of the “campus locations”. The name of the other sites, associated with UA South, would reflect their unique locations. We also recommend adding the UA distance locations into this new branding structure.

RECOMMENDATION #2:

We recommend creating one overarching brand to identify all campus locations. We need to determine an overarching brand that defines and encompasses all locations. Some suggestions include: UA Distance Campus Network, UA Satellite Campus System, UA Regional Campus Network, UA Extension Campuses. We need to work with Marketing and Communications on brand identity.

LOCATION OF THE COLLEGE

For this transition, we recommend that the College remain in Sierra Vista. The reason the College should remain in Sierra Vista during this transition is that it is better able to serve its rural population and to further develop its relationship with the local community college. There is also a lack of space for the College on the Tucson campus.

DEFINING LEADERSHIP

We recommend that two leaders be hired. One leader will be the Dean of the College and the other leader will oversee the locations. The Dean will need to be an academic leader to oversee the curriculum of the Applied Science degrees, and the other would be a Chief Executive Officer, who would develop a business model to govern the outreach mission at each of the locations.

What we need leadership to consider:

  1. Is there support changing the academic unit name from UA South to the College of Applied Science and Technology?
  2. Is there support for all locations (UA South and UA Distance) to unite under one unit?
  3. Is there support to hire one leader for the College and one leader for the locations?

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.