The pitch: Finding out what today's students want

By LOUISA REDSHAW*

It seems that everywhere you go these days there is advertising for universities.

The marketing drive is relentless - students are constantly being pushed and pulled by the country's numerous tertiary institutions to make the decision to study with them.

At the same time, the pressure on students to choose the right study path is also intense. Nowadays students not only want to learn, they also want a rewarding career for the efforts they put in while studying.

There is a realisation that employers want to see graduates who are willing to go beyond their expectations in every way, and who will be an asset to their company.

Whether they are studying for a year-long certificate course, or for their master's degree, students want to know that the qualification they are aiming for will be reputable in the world of their chosen career.

The universities' challenge is to make themselves known to prospective students by really getting their brand image out there. This involves gaining the trust and understanding the mindset of today's students.

Universities have developed different ways of marketing themselves to students. The University of Auckland and Otago University, for example, have a more theoretical way of teaching.

Others, such as Auckland University of Technology and Massey University, have a more practical approach to learning - a strategy which for some students provides not only a more appealing way to study, but equips them with the more hands-on education some employers are seeking.

Universities need to position themselves into the right medium when advertising.

Depending on whether they are pushing business, arts or health programmes, universities will appeal to students for different reasons.

Increasing enrolments - the ultimate aim of university marketing - is about successfully appealing to students through effective, original advertising which has impact and improves the institution's reputation.

Being a reputable university seems to be a major factor in how students choose their place of study.

Legal action taken by two universities last month over a controversial Tertiary Education Commission report grading academic research shows how seriously institutions take their reputations.

Effective targeting of potential students is a key factor for universities, and one which is becoming increasingly complex as the number of adult learners in tertiary study rises.

How does a university simultaneously target school-leavers, adult learners and the group in the middle who want to work and study at the same time?

At the end of the day, successful marketing will be about what students want, why they want it, and how they intend to rise above the other 500 people fighting for that "perfect job".

There is a clutter of advertising agencies fighting to target students through the same outlets - be it billboards, print ads or television.

An increasingly important way for universities to get their message across is through selling themselves at career fairs and open days, which make it easy for students to compare the competing offerings.

These fairs are a vital way for universities to communicate with new students. Promotional material and staff are the student's first impression of a university, which is why presentation is so important.

So how did I choose the university I attend? Smaller classrooms, group work and the amount of support were strong factors, as was the fact that it is the only university in New Zealand which offers advertising as one of its majors.

* Louisa Redshaw is a second-year Bachelor of Business student, majoring in marketing and advertising, at Auckland University of Technology.

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions.
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