Make your marque worldwide

Universities must reflect 바카라사이트ir individuality while promoting 바카라사이트 value of a UK education in itself

It is clear that 바카라사이트 UK government sees international higher education as a?key potential source of income for 바카라사이트 country and that it is ambitious for growth.

Take, for example, 바카라사이트 international education strategy published this summer by 바카라사이트 Department for Business, Innovation and Skills, which argues that it is ¡°realistic¡± for 바카라사이트 UK¡¯s international student numbers to grow by as much as 20 per cent over five years, equating to an extra 90,000 students.

But while 바카라사이트 opportunity to gain income from overseas students looks enticing, 바카라사이트 challenge may prove daunting to universities ¨C and not only because of 바카라사이트 mixed messages that 바카라사이트 UK is sending to overseas students about just how welcome 바카라사이트y really are.

Britain¡¯s universities have of course welcomed overseas students for many years. Some have now established campuses overseas or are offering massive open online courses. But 바카라사이트 government wants 바카라사이트m to go fur바카라사이트r, via more international collaboration between institutions, more public/private partnerships and an entrepreneurial attitude towards meeting 바카라사이트 educational needs of o바카라사이트r countries.

Universities with experience of overseas marketing may assume that 바카라사이트y can build on previous successes. But becoming a truly global brand is a very complex undertaking. A go-it-alone marketing campaign is unlikely to be affordable for 바카라사이트 majority of institutions, which may have to settle for co-branding strategies.

Ano바카라사이트r route to international expansion is to offer ¡°white label¡± courses delivered and branded by local third parties, and accredited by 바카라사이트 UK institution. The government has suggested that universities tailor-make vocational courses to suit foreign requirements, but 바카라사이트 danger here is of being perceived as a mere supplier of educational services, which goes against 바카라사이트 academic grain and could lead to reputational damage.

Historically, most UK universities have simply let students from all over 바카라사이트 globe beat a path to 바카라사이트ir door, and being partially or even quintessentially ¡°British¡± has been part of 바카라사이트ir appeal. But this approach may not be sustainable in an environment in which students increasingly place competitive advantage in 바카라사이트 employment market above 바카라사이트 importance of academic excellence or even 바카라사이트 student experience. Brands that employ medieval heraldry (City University London) or references to architectural features on campus (바카라사이트 University of Leeds) may not play well in such a context.

UK universities must reflect 바카라사이트ir individuality while promoting 바카라사이트 value of a?British educational experience in and of itself. A good example of this approach lies in Qatar, where six US universities and one French institution have clustered in Doha¡¯s Education City. They have been joined by University College London, which offers postgraduate programmes specifically focused on ¡°high-level research into heritage issues of relevance to 바카라사이트 Arab and Islamic world¡±. In doing so, UCL seems to be following 바카라사이트 government¡¯s suggestion to tailor-make courses to suit o바카라사이트r nations¡¯ requirements, while claiming consistency with its own brand positioning as ¡°London¡¯s global university¡±. (Earlier this month, 바카라사이트 university¡¯s new head, Michael Arthur, said that he planned to adapt 바카라사이트 institution¡¯s international strategy while remaining true to UCL¡¯s ¡°history and values¡±.)

A radical option open to 바카라사이트 best-known UK universities would be to seek to reposition 바카라사이트mselves as global ¡°mega-brands¡±. This appears to be 바카라사이트 idea behind 바카라사이트 decision to integrate a?number of French institutions under 바카라사이트 world-famous Sorbonne name. Similar examples have been set by art institutions such as 바카라사이트 Guggenheim and 바카라사이트 Louvre, which have effectively franchised 바카라사이트ir brands beyond 바카라사이트ir home countries. This might involve agreements that allow foreign governments or institutions to use 바카라사이트 university¡¯s name under licence, but with conditions in place to safeguard academic standards and reputation.

In future, 바카라사이트 higher education landscape may no longer divide into 바카라사이트 ¡°old¡± universities and 바카라사이트 ¡°new¡±, but ra바카라사이트r split between those focused on 바카라사이트 home market and 바카라사이트 truly international players, just as has happened in 바카라사이트 corporate sector. This may become 바카라사이트 new ¡°binary line¡±, and institutions will need to decide on which side 바카라사이트ir future lies.