OB 202 E Midterm task Hamza SADIKI IBPM2 Group A
The value communication at Akhawayn University of Ifrane.

“Al Akhawayn University in Ifrane is an independent, public, not-for-profit, coeducational, Moroccan university committed to educating future citizen-leaders of Morocco and the world through a globally oriented, English-language, liberal arts curriculum based on the American system. The university enhances Morocco and engages the world through leading-edge educational and research programs, including continuing and executive education, upholds the highest academic and ethical standards, and promotes equity and social responsibility.”

This is what everybody will finds on the website of Akhawayn University, a Moroccan Higher Institute for Education.
This small paragraph can be considering as a branding. It means that the board fix a value that will be communicated through different kind of messages to the receiver who will decode the message and understand the values that are communicated by the board.
And that is the first use of the brochure. Indeed, the brochure works as a intermediate, or a communication tool. After reading the brochure, we can understand that there are a lot of facts that the university want to communicate about itself. Those values are mainly about the independent character of the institution, the high level of professionalism, the excellence of the installations (campus, classrooms, labs, sports fields, library etc) and the quality of its programs that are for the most certified by American label and benchmark. (the 3 palms distinction for the Business School). This is the first impression that I got from the university.
But when I took a deeper look, according to my 3 semesters long experience there, I was able to find other values that aren’t clearly communicated for some. 1 | Respect of both people and board’s engagementThe institution development in linked to the respect and the development of the people who work there, who are studying there and living there. The University is an organization, which assets consist mainly of people who work together in the training of others. Commitments arise from any human relationships, whether individual or collective, which must also be respected. Those values aren’t clearly communicated; it’s just something that has to be accepted. A certain way used by the university to express this is through the university chart that has to be read and approved by all. | 2 | Recognizing diversitylt is also a form of respect. Diversity can concern the respect of the different group of people, nationality, religions, but also the diversity in terms of the acceptation of the characteristic defining the different department, faculty and services. The respect of local conditions, for example the ban of alcohol on campus, the respect of others cultures with events like the “Japanese day”, and the presence of foreign students, teachers and staff members, or the decentralization of the decision-making are as many ways to realize this value. | 3 | Evaluates everyone contributions If it is highly claimed that Akhawayn University places the student at the Centre of its concerns, it must rely on the willingness and commitment of all members of staff. In short, the University is a true living environment where each person fills a necessary function to the achievement of the mission of the University.Each individual is considered as a partner and is responsible for the results achieved by the University. This means that everyone is aware of its role, responsibilities and the consequences of his action. The university aims to develop the sense of belonging by involving everybody in the decisions. The students can choose their representatives, so the students have a power in negotiations, they can propose innovation to the board, they have a way to express the negatives points, and the administration value this interaction between the two sides, so that everybody feel active and have a role in the general organization. The Students have also access to the Job affairs. It’s an annual workshop where students can get in touch with companies for 2 days. They can apply for job or internship, get interview of the professional, ask for orientation choice etc. | 4 | Ethics In its relationship with its stakeholders as well as in the treatment of communication, the University must promote the highest standards of ethics and demonstrate a concern for justice and fairness. | 5 | Authenticity, cohesion and transparency The communication must be based first and foremost on a clear understanding and a correct understanding of the facts and issues. The University must convince that its speech is based on a rigorous analysis of the facts and that it is aware and attentive to social dynamics, both internal and external.While ensuring the respect and the protection of personal information, the University fosters the access to information with the very efficient and complete platform “JENZABAR” which is the first tool for communicating information. It’s secure, quick and very useful. The other concern for university is to demonstrate great concern for transparency. The university is doing a great job in terms of coherence and complementarity of the information. The university promotes a direct way of communication. The teachers have office hours to be consulted, the administration is always open, the students get a webmail of the university so there won’t be any trouble to get the correct information right in time. | 6 | Efficiency and professionalismAs an institution dedicated to higher education and research in all areas, including that of communication, the University preach by example in imposing a high level of professionalism in its efforts to communication, both on the content of the form, the information is uniform, the same for everybody, with a professional layout. The content is fluid, bidirectional, fast and friendly. | 7 | The right to information and the obligation of searching informationAll members of the academic community, professors, students, employees, have the right to be informed. This right is exercised in accordance with the provisions of the Act, access to information and protection of privacy. This right to information includes, for each, the duty of inquiring. Indeed, the people of the university have all the required tools to get access to information, so it’s their duty to use those tools to get the needed information. 8 The language The language of communication at AUI with its public is the English. However, when it is necessary, the University can communicate in the language of the recipient or partners at the international level. The use of the English is mandatory and exclusive in the official name of AUI, on any displays or signage placed inside or outside of buildings or used to identify the University at special events, exhibitions, congresses, etc. This rule also applies to the identification of the University in its website, magazine, and on its electronic bulletin boards. |
Who are the target of this value communication ?