BGA | BUSINESS IMPACT
CAMPUS CULTURE
entrepreneurship and startups is growing. French President Emmanuel Macron stated during his first mandate that for “young generations it would be easier to find a customer than a boss” to promote the concept of ‘Startup Nation’. Facilities at campuses have had to evolve – for example, providing spaces dedicated to startup head offices, for business events and even to accommodate the manufacturing processes of ventures created by students. Another smart combination of facilities and innovation in pedagogy is the integration of online and face-to-face teaching. There is a benefit to carrying out distance project work (digitally) between students of different campuses or institutions, but in the physical environment of a campus. For international cooperation however, the issue of differing levels of internet access always needs to be considered. Ultimately, campuses provide a professional environment for students to prepare for the world of work. For example, they can benefit from dedicated equipment such as recording studios that can help them prepare their job/internships applications. For executive education, blended learning has become a standard, all the more so now that companies have experienced remote working and expect business schools to mirror this flexibility in the formats of their executive education programmes. However, for multi-campus institutions, and especially those with multinational locations, the carbon footprint of student mobility is a concern. This is why many higher education institutions are giving more emphasis to local recruitment, campus by campus. Bringing high-quality education closer to prospective students is a commitment to society that reinforces access to studies. For ESSCA, the two new international campuses that will be open in 2024 will both be located in Europe.
• From an economic point of view, the eurozone erases the risk of currency fluctuations. For international students, having a single‑entry point to multiple destinations in Europe is a positive asset. To conclude, business education has an important role in society, to bring continuity between established knowledge and to stimulate innovation to prepare tomorrow’s world. Campuses are the tangible manifestation of this.
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There are a number of reasons for this: • The border zone is the same (Schengen) • Most destinations can be reached by train
• The academic metrics for higher education are based on the standards of the European Credit and Transfer and Accumulation System (ECTS) • There is access to a great diversity of cultures and business environments while remaining in one part of the world
Benjamin D Morisse is vice-dean for strategy and institutional relations at ESSCA School of Management. Prior to his current role, he held several positions at the school, including vice‑dean for faculty and vice-dean for programmes. He holds a PhD in marketing, as an Habilitation à diriger des recherches (HDR, or postdoctorate degree certifying research supervision) from Paris 1 Panthéon-Sorbonne
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