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Media Release, Wednesday 13 November 2002
Kathrin Schlauch
Research Assistant
Tel: (03) 8344 47220
Email: schlauch@unimelb.edu.au
Bruce Wardley
Manager,
Media and Publciations Services
University of Melbourne
Tel: 03 8344 8705
Mobile: 0439 384 676
Humanities leadership
Bruce Wardley,herve leger, Manager of the Media and Publications Office at the University of Melbourne, spoke on the use of branding to improve communication between tertiary education providers and prospective students.
He said that while school leavers still accounted for the majority of new enrolments for both TAFE and Universities, there had been significant growth in other segments of the education market including lifelong learning, internationalisation, online learning and collaborative research and training, each with its own distinctive brand and customer profiles.
Mr Wardley cited a recent submission to the Victorian Government reporting that a brand often sends signals to the community and industry about what an organization is trying to achieve, what it stands for, whether it can be relied upon and trusted, and therefore whether it is a good place to buy.
"The development of brands in education is now seen as essential to developing a unique identity, an assurance of quality,christian louboutin, and an effective marketing strategy" he said.
Drawing on other recent findings, Mr Wardley said many TAFE Institutes and Universities provided endless, and often similar course information, competing against each other for a shrinking youth market.
"Branding can be used to more effectively target information at particular market segments", he said.
Mr Wardley also outlined a branding and publications analysis for the University of Melbourne, now underway in the University's Media and Publication Services Office.
Conducting the analysis is Ms Kathrin Schlauch,sale herve leger,moncler jackets, a Media and Publications Research Assistant.
Mr Wardley said he saw the project helping the University to identify the specific brands and sub-brands that exist across its broad range of operations, and to compare and benchmark the University's communications activities against similar organisations.
"The findings could be used as a resource to assist us in the planning and co-ordination of communications strategies" said Mr Wardley.
See also Online Experts Guide
Branding, an increasingly important issue in the education sector, was a hot topic at the recent annual conference of the Australian TAFE Marketing Association in Brisbane.
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