UK: Universities risk aggressive marketingGuardian.
Kent is not alone in considering an image revamp. Changes to next year's funding regime are both forcing universities to justify charging students up to £9,000 in fees, and increasing competition for students with AAB or above at A-level, which is putting institutions under pressure to argue they offer something better than the rest.
Paul Starkey, research director of Heist, a higher education marketing consultancy, which for the first time this year will include an award for a corporate campaign in its annual awards, says: "We are starting to see universities putting much more of a focus on their brands and what their value propositions are, and there has been a move in the last six months or so at looking at refining those brands, particularly for the undergraduate market."
Full report on the Guardian site