Universities and Marketing: In Search of a Little Meaning

What will you base your university decision on? Location, facilities, rankings? Cost of living, quality of life, number of students? 

How about the color of the university’s logo? Or the quality of its marketing campaigns? Probably not – or not consciously at least. But universities are increasingly investing in their branding and promotion strategies. After all, they need to sell themselves effectively in order to attract the best students, staff and investors.

Here's a lighthearted look at some of the vaguer claims made by the higher education sector, and what I think they might actually mean...

1. The British Education Council

What they say: “A UK education is a unique experience that you can’t put a price on.”

What they mean: We’ve put a price on it. It’s pretty high.

2. Harvard University

What they say: “The faculty at Harvard make a point of connecting with their students to create a fulfilling academic experience.”

What they mean: Unlike some universities, at Harvard you can expect teachers to actually remember your name. They may even say hi to you in the canteen.

3. University of Adelaide

What they say: “We’ve produced numerous Nobel Prize winners and more than 100 Rhodes Scholars.”

What they mean: Look, just look, at all the shiny, shiny trophies. If this was the Oscars, we’d totally be Best Film, Best Actress, Best Actor AND Best Director.

4. Paris-Sorbonne University

What they say: “The university has two characteristics: rich culture and tradition, with top-quality researchers, and therefore an excellent scientific reputation shown through publications and international exchanges; its concern to constantly adapt to present day social and technological changes and to encourage as many students as possible to study at Paris-Sorbonne while preparing for their future careers.”

What they mean: Watch in awe as we dare to use a colon and a semi-colon in the same sentence. Bet you didn’t even know that was a thing.

5. University of Hamburg

What they say: “The CampusCenter is located in Alsterterrasse 1.”

What they mean: Actually I’m afraid this highly sophisticated, subconscious-level marketing is way beyond even my own “expertise”. Either that, or they really just mean “The CampusCenter is located in Alsterterrasse 1.”

So there you have it – armed with a little foreknowledge (and a healthy willingness to take the mickey out of some of the world’s most prestigious institutions), you too can now cut through the layers of advertising-speak and locate the truth that lies beneath.