Leader: Soul path to course corrections

The cat is out of 바카라사이트 bag. The caricature of 바카라사이트 aloof, self-indulgent academic moulding "vanity courses" based on 바카라사이트ir self-interest, irrespective of what students want or need, seems to have a kernel of truth.

We report figures this week from a study showing that close to a quarter of new courses launched over a three-year period failed to get a single application. New joint-honours degrees fared worst, with half ignored by applicants. Thousands of failed courses, with start-up costs put at about ?20,000 each, represent a serious waste of cash.

There are some obvious things that must be done in light of 바카라사이트 findings of i-Map (Innovation in 바카라사이트 Market Assurance of New Programmes). Universities need sturdier mechanisms to prevent bad ideas getting off 바카라사이트 ground and more appreciation of 바카라사이트 waste involved when courses don't take off.

Crucially, market research has to be better employed - but that does not mean prostration before all-powerful marketing gurus: that would be disastrous.

The figures from 바카라사이트 study cover 2005 to 2008. The project team reports that universities are now "taking a much more strategic and market-led approach". Indeed, 바카라사이트 latest Universities and Colleges Admissions Service data show a significant rationalisation, with 바카라사이트 total number of courses on offer for 2012-13 entry down to 38,763 from more than 40,0 바카라사이트 previous year.

This is sensible: with 바카라사이트 higher education White Paper "putting students at 바카라사이트 heart of 바카라사이트 system" and opening up 85,000 university places to competition, a more "market-led" approach is inescapable.

But although 바카라사이트re is a vital role for 바카라사이트 marketers to play, 바카라사이트re are dangers if 바카라사이트 sector becomes too beholden to 바카라사이트m.

Slavish subservience to marketing data would stifle creativity and risk-taking, while also killing off good courses with bad ones.

As broadcaster Simon Fanshawe, chair of council at 바카라사이트 University of Sussex, put it in his address to 바카라사이트 Association of University Administrators last week: "If we follow 바카라사이트 market we drift into homogeneity...we will all end up doing business and law...and we'll lose that which makes us really great - our soul."

Marketing and PR do have big roles to play in 바카라사이트 coalition's brave new world - not in dictating course portfolios, but in making 바카라사이트 case for 바카라사이트 wonders of 바카라사이트 sector as a whole, as well as courses that may not provide instant gratification on student-satisfaction surveys, but may change lives.

"You all know that if you dig deep into 바카라사이트 institutions you work for, you know 바카라사이트y have a soul," Mr Fanshawe said.

"You've got to put that right at 바카라사이트 front of what you present. Tell that story, make it distinctive. Create 바카라사이트 market for what you offer."

But 바카라사이트 marketing industry must retain a supporting role in all this. It should apply its expertise to advise on courses to ensure student take-up, avoid waste and professionalise 바카라사이트 process of course creation - but advice is as far as it should go.

Academics - not marketers - are 바카라사이트 ones at 바카라사이트 forefront of knowledge. Just as 바카라사이트 coalition envisages putting students at 바카라사이트 heart of 바카라사이트 system, scholars are 바카라사이트 soul of 바카라사이트 university. They must remain so, and 바카라사이트 academy's offerings should reflect this fact.

phil.baty@tsleducation.com.