Place is critical to the decisions of prospective students, prospective staff and investors. Prospective students won’t consider your institution, if you don’t teach the subject they are interested in, but for them to choose you over others, they need to emotionally connect and believe they will belong.
Research indicated that the perceptions of Aberdeen and its city region were it was cold, remote, an oil city made of granite. Those who lived in the region spoke glowingly of its natural beauty, but were less positive about the city and were unlikely to recommend unprompted.
Partnering with a range of public and private sector organisations, the University has worked to develops the regional story of the north east. On a tactical marketing level, we partnered with the other university in the city, to run an international marketing campaign.
She will also discuss how Scottish universities have collaborated with the Scottish Government, Visit Scotland and Scottish Development nternational to showcase what our nation had to offer visitors, investors, students and those considering making our country their home.