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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