Dr. Anthony Marsella
Director of Marketing and External Affairs
Lancaster University, UK
Dr. Anthony Marsella is the Director of Marketing and External Affairs at Lancaster University. He is responsible for marketing, communications, admissions, recruitment, alumni relations and leading international business income growth. He is also Chairman of IdealRuby.com and a Council Member of the Gerson Lehrman Group. Previously, Mr. Marsella was the Chief Marketing Officer and General Manager, B2B Sales at Samsung Electronics UK & Ireland where he was responsible for marketing of Consumer Electronics, Mobile Telecommunication devices and IT. While at Samsung he achieved brand leadership and an annual sales growth of 26% in the recession. Prior to that, he was at Marketing Director at IBM, where he had wide-ranging responsibilities from defining leading IBM Global Services marketing and building direct channel capabilities (ibm.com).
Anthony Marsella is a graduate of Strasbourg, Imperial College London and Kingston Universities, a Fellow of the Chartered Institute of Marketing and Liveryman of the City of London. He speaks regularly and has published many articles. His recent book Marketing Revolution: The Radical New Approach to Transforming the Business, the Brand and the Bottom Line made top ten best seller marketing publications in 2006.
Rahul- What were your drivers for expanding Lancaster’s presence in India? How easy or difficult was it to get the approval at Lancaster given that the regulatory scenario in India is still fuzzy?
Anthony- Lancaster is a leading international university and was recently ranked among the top 6 UK elite institutions (The Guardian). At home, one third of our academic staff are non British and one in five of Lancaster’s students come from a country outside the UK. There are approximately 100 nationalities resident on campus, including many students from India.
Lancaster University has also been actively pursuing the setting up of significant collaborative teaching partnerships in key countries around the world such as India. This forms part of Lancaster’s commitment to bringing quality education to the locality. In New Delhl, Lancaster University is partnering with GD Goenka, a high quality education provider. Working in partnership with Goenka, Lancaster University will be contributing to education development in the country and this will bring a different learning style to India. The education provision through Goenka, an Indian company, ensures that the local market benefits from this initiative. Lancaster is networked into India through its partner at Goenka and around 50 major companies are also linked in, offering placements and Summer internships to students.
Obviously, the new legislation will lead to a full mix across the market. Lancaster welcomes the HE reforms, as it would welcome any development which creates opportunities for students in India to benefit from quality Higher Education. Certainly early indications are that the reforms will lead to a more robust and committed private sector. University quality will need to be ensured so that this sector remains complimentary to public provision. There will be more clarification expected over the next few months and GD Goenka together with Lancaster University are committed to working together to ensure alignment with local requirements.
Rahul- Lancaster has partnered with Goenka to offer one of the most comprehensive portfolio of programs at undergraduate and postgraduate levels . More recently, you have also launched the one-year global MBA program. Please take us through Lancaster’s experiences in finding the potential partner in India. What were the criteria for Lancaster in choosing?
Anthony- Foreign universities have to have the right partnerships in place to ensure quality control. The academic reputation of the foreign university is crucial to credibility and the ability to attract high quality staff.
It was Lancaster’s excellent academic reputation that attracted the GD Goenka Group to us, and the Group’s knowledge of India together with their strong brand and superb facilities in India which made the partnership a very good fit. Lancaster University Management School’s world ranking is rising faster than almost any business school in the world; now 4th in the UK and 24th in the world for the MBA and Lancaster is highly ranked for both research and student satisfaction. This is one of the university’s flagship products and we have a very high demand for the MBA from India at our UK location. This is why we need to increase local access to the course.
We believe that this partnership is providing people in India with a major new type of higher education opportunity. Lancaster will be the first and only university to deliver higher educational qualifications at the GD Education City site.
Rahul- Many universities, both in India and abroad, are eagerly looking forward to the evolution of this partnership model between Lancaster and Goenka. What are the key priorities and goals you have set for next 3-years?
Anthony- Lancaster fully intends to develop its provision in India with Goenka and to offer degrees across its 4 faculties, including science and technology , health and design. The new 1 year global MBA has begun and we look forward to the first cohort graduating. The next couple of years will see the creation of a school of Engineering with state-of-the-art teaching facilities such as never been offered before in India.
We will continue to develop and build on the partnership to give students locally a truly world class experience.