New blog post: Preparing for 2012
At a recent gathering of Leeds alumni and friends at the House of Lords, there was more than one remark about the increasing importance of marketing in the new fees regime.
Indeed, one of the most common assumptions about the changes in the funding landscape is that universities will have to begin selling themselves in a hard, commercial, market-driven style - summarised perhaps by the 'Have a nice day' culture.
In my view, that would be a mistake. We are not in the business of superficial 'feel-good' messages. Nor are we marketing a 'unique selling proposition.' The educational experience we offer - based on a strategic commitment to partnership - is distinctive and, even, life-changing, but other institutions could and would make similar claims.Posted in: Preparing for 2012