industry & research campusreview . com . au students trying to choosing a university , including international students .
It ’ s the institutions that have neither of these advantages that will need to differentiate themselves to attract students . Essentially what we have in Australia is a market divided between Category-1 ( the sandstones , technical and metropolitan institutes ) and Category-2 universities . Category-1 universities ’ marketing communicates propositions based on a variation of better outcomes ; for example , ‘ a better reputation attracts better educators and therefore delivers better outcomes ’. Their primary direct competitors are other Category-1 universities . Furthermore , the emergence and acceptance of distance education , blended learning channels and outreach campuses is now taking
Category-1 brands into Category-2 markets .
On the other hand , Category-2 universities communicate a more service-oriented proposition ; for example , variations of ‘ bringing out the best in their students and stakeholders ’. Their disadvantage is they must now compete both within their own subcategory as well as against the Category-1 universities . This means they now have to work much harder to attract students .
A predictable response to this pressure is to broaden their audience base by taking on an aspiration to be a national , leading distance education provider . This has pushed them to compete for market share in a very similar and homogenised space .
Even more concerning is that the distance learning market has the potential to become more crowded still . The growing sophistication of delivery may make providing distance courses increasingly viable for global universities as well as vocational institutions . In the mid- to longer term , the entire market , and specifically Category-2 universities , would face increasing pressures .
The potential new market entries would change the competitive landscape and could squeeze the relevance of Category-2 universities as competition heats up from the Category-1 universities and smaller institutions . The traditional Category-2 proposition around better service will fast become part of standard product delivery – hence a threshold attribute and no longer a differentiator . The service proposition will weaken .
If , however , Category-2 universities can craft brands that embody a stronger definition of what makes them each unique , they can translate that into individualised value propositions that can help protect them by developing a more sustainable platform for differentiation and communication .
This also works for those forging ahead with distance learning programs , as the ability to link back to the unique attributes of the university can help in the online marketplace , too .
Whilst each university will have its own unique story , there are four key considerations :
Other universities will naturally attract students due to their strong reputations at home and globally .
1Specialisation . For potential students , universities ’ strengths are an important factor for deciding which to attend . Whilst the University of Melbourne may be the best choice for someone studying law or medicine , James Cook University in Townsville has a renowned marine biology program . It also has a reputation within the industry , so an organisation looking to employ a marine biologist may be more likely to consider a JCU graduate .
To enhance the reputation of their specialisation , universities should consider letting their experts speak . Offering expert spokespeople on a variety of topics that leverage its uniqueness can give the university greater exposure and demonstrates leadership . Some universities send local experts overseas to offer commentary in other markets . This is an ideal way of boosting the university ’ s profile , establishing credibility and creating a desire 2amongst potential students to attend . Unique physical attributes . Often universities have physical characteristics that may be valuable and drive choice . For example , Bond University has always marketed itself as a smaller institution . The advantage is that intimate class sizes arguably make educational 3outcomes better . Industry affiliation . Employment outcomes are becoming increasingly important to students . Rather than blanket marketing of employability statistics , some universities are making the most of industry affiliations to offer a real-world education . Central Queensland University is located in Rockhampton , making it more challenging to attract students on the basis of location . Instead , CQU works closely with mining companies and agricultural concerns . Students looking for a career in mining or agriculture may find it easier to make industry contacts , get real-world experience whilst studying and eventually get a good job in their chosen field . This is one way regional location can be turned 4into a positive selling point . Regional proximity . Of course , many students may be daunted by the prospect of travelling far from home to complete their degree and the ability to attend a university close to where they live can be attractive .
However , regional proximity can also come into play when it comes to lifestyle . For example , students from urban or inland areas both here and overseas may be enticed to study at Griffith University on the Gold Coast . This is due to its proximity to hinterland and beaches , as well as theme parks and other tourist attractions .
The idea of regional proximity extends beyond marketing the lifestyle benefits of the local area to students . It ’ s about inherently linking the university ’ s brand to the local area and addressing the needs of the community . Despite the trend towards distance education , universities must understand their primary audience is still most likely from their traditional catchment area .
Linking the brand to the local area can even be a differentiating factor online . For both JCU and CQU , geography and proximity to certain industries give them credibility and expertise in specific areas . Therefore , a student wanting to study a distance course in mining , for example , would probably take an online course by CQU over one from Sydney University .
By understanding and using their unique branding attributes , universities can better communicate functional benefits .
Ultimately , know where potential students are coming from and what the university can offer them that is unique and appealing . These attributes are used to build a strong and distinguishable brand , which will result in better marketing . n
Dan Ratner is the managing director of uberbrand .
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