The University of North Carolina at Chapel Hill wants to expand its international presence.

Although regularly ranked among the top five public universities in the United States, UNC lacks the global reputation of its neighbor, Duke University. William Harrison, Chairman of UNC’s Board of Trustees, told the Chapel Hill News that UNC has to be a “global brand.”

What does this mean?

Well, three directives come to mind:

• Increase international enrollment and international faculty
• Improve affiliations with international colleges and universities
• Expand the number of study abroad programs

To implement these plans, Harrison has proposed developing a $20 million global research institute, whose purpose is to nudge UNC onto the world stage. Distinguished visiting scholars, faculty and graduate fellowships, and travel stipends would make UNC the hub of an international academic community.

Given the hefty $20 million price tag, you may wonder how UNC compares to its neighbors. Here are statistics from North Carolina’s three “research triangle” schools:

• UNC had a total undergraduate international enrollment of 1.3% in 2008. It currently has approximately 300 study abroad programs in 70 countries.
• Duke University had a total undergraduate international enrollment of 6% in 2008. It has approximately 120 study abroad programs.
• North Carolina State University had a total undergraduate international enrollment of 1.2% in 2008. Each year, approximately 700 students participate in study abroad programs.

It’s not uncommon for universities to define themselves as “brands,” particularly in the increasingly corporate domain of higher education. Whatever its impact on academics, such marketing does entail one advantage: more gateways to diversity.