Study here because you're worth it

Article Abstract:

Few would-be students are impressed by the performance of universities in league tables, therefore universities need to be more imaginative in their efforts to build a brand identity, especially as top-up fees are on the way. It is argued that while some might object that universities are not products like washing powder and should not be sold as if they were, the stark realities of the new competitive landscape, combined with calls from the government for diversification in the higher education sector, mean that universities need to develop strong individual brands in which they play to their strengths, are true to themselves and develop a distinctive voice if they are to escape from the impasse of homogeneity.

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...think we need to market cerebral sexiness

Article Abstract:

The head of marketing and student recruitment at the University of Glamorgan argues that universities should be attempting to attract students through the clearing process by marketing the idea that universities are a place where students can seek answers. It is suggested that the majority of current adverts present unrealistic images of campus life and that students should really be made aware of the fact that whatever choice they make, it will be a life-changing decision.

Public affairs, Social aspects, Analysis, College admissions

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V-cs buy into idea of building the brand

Article Abstract:

An analysis of the growing signs of professional marketing in the university sector in the light of the introduction of top-up fees. While some English universities will face recruitment problems as a result of the introduction of top-up fees, a greater challenge awaits them after 2011 when the number of 18-year-olds leaving school will begin to fall.

Personnel administration, Recruiting, Industry hiring

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