campusreview . com . au industry & research
Most universities should focus on their own unique advantages for the best chance at enduring success with their brand .
By Dan Ratner
Marketing triumphs from within
Recent legislative changes and the higher Australian dollar are making universities work harder than ever to attract students . To do this effectively , universities are being pushed to rethink their branding . It is becoming more and more important to understand and communicate what makes each university different and appealing , for better marketing .
This may sound obvious ; however , in the absence of a truly competitive landscape , many of Australia ’ s universities have based their efforts on ‘ category marketing ’. This means that instead of selling the benefits of their own institution , they have promoted the merits of going to university in general . More specifically , this often manifests as an emphasis on employability outcomes – for example , trading off employment statistics .
In today ’ s environment , this approach is not just problematic it ’ s counterproductive . Potential students have already accepted that a university degree will be beneficial ; their decision comes down to which institution is right for them .
Some of Australia ’ s universities have had a natural advantage here . By virtue of their location in major metropolitan centres , city-based universities have a broader set of attractive benefits for potential students .
Other universities will naturally attract students due to their strong reputations at home and globally . World ranking tables have become an indispensable tool for �
21