This event, put together and moderated by David L. Wheeler, the managing editor of The Chronicle of Higher Education, provided an opportunity for delegates to hear from leading education institutions on how to compete on an international level and what makes universities world class. Mark Chong, Associate Professor of Corporate Communication Practice at Singapore Management University described how SMU has adopted a new model of education that differentiates it from rival institutions that have a more traditional and conservative approach. This includes seminar style teaching with small classes, a high emphasis on social skills and overseas opportunities for all students. Establishing a global brand was the theme taken by Profesor Judy Tsui, Dean, Faculty of Business & Information Systems at The Hong Kong Polytechnic University who described brands as "the DNA of marketing". To be world class a university needs innovation and academic excellence but must also be able to create and transfer knowledge of relevance to the real world. Dr. Jo Ann M. Gora, President, Ball State University told delegates how her institution has turned around declining enrollment figures to compete successfully with rivals through "mission differentiation". The key differentiator was, she said, "immersive learning" where students are encouraged to develop real world solutions to real world problems.