UPDATE: The University of Western Australia (UWA) is grappling with a significant decline in student enrollment as new research reveals perceptions of the institution as “elitist, aloof, and standoffish.” This alarming trend comes amid a broader investigation by the State Government into potential university mergers in Western Australia.
During a recent forum for UWA graduates, chief marketing officer Haylee Felton disclosed that despite an increase in school leavers due to the 2006 baby boom, UWA’s market share has been eroding. “Our first preferences have also been declining,” Felton stated, indicating that competing institutions like Curtin University and Notre Dame University are capturing the interest of prospective students.
The research highlighted that UWA’s once-strong brand attributes are losing their appeal. While still recognized for its prestige, students increasingly view UWA as “theoretical and research intensive,” rather than job-ready. Felton pointed out that high entry requirements, aimed at enhancing the university’s prestigious image, have become a barrier for many potential applicants.
“Current perceptions are that UWA is elitist, aloof, and standoffish,” the research reported. In stark contrast, perceptions of Curtin University remain “overwhelmingly positive,” giving it a competitive edge in attracting students.
This urgent situation is compounded by the broader challenges facing the higher education sector in Western Australia. UWA vice-chancellor Amit Chakma acknowledged these systemic issues during the same forum, stating, “We just don’t have enough students in WA to support five universities.” He emphasized that UWA’s plan to open two campuses in India could bolster recruitment efforts.
The university’s branding efforts are now under scrutiny. Felton revealed that UWA’s brand health metrics have been in decline since 2017-18. With only 28 percent of WA students finishing school with an Australian Tertiary Admission Rank (ATAR), the institution faces increasing competition from alternative pathways such as TAFE programs and direct entry into the workforce.
Felton noted that students have voiced concerns about the campus atmosphere, with some stating, “the campus is beautiful but I find it intimidating.” To counteract these negative perceptions, UWA aims to reframe its narrative and highlight its strengths in a more relatable manner.
“We need to break the idea that there is only one type of student for UWA,” Felton said. She emphasized the importance of connecting with the community and showcasing UWA’s historical significance as the only university in WA to bear the state’s name.
In light of these challenges, UWA’s leadership is re-evaluating its strategy. A new “brand goal” aims to transition UWA from a traditional, elitist image to a more adaptive and iconic brand that emphasizes societal impact and educational outcomes.
The university’s spokesperson reiterated its commitment to advancing the prosperity of WA communities and adapting its offerings to meet evolving student needs. This includes a focus on contemporary, industry-connected education and research in critical areas such as clean energy and biotechnology.
As the State Government continues to explore potential university mergers, led by former Labor minister Alannah MacTiernan, UWA remains poised for potential collaborations. The committee is expected to report back by the end of the year, raising questions about the future landscape of higher education in WA.
With UWA currently ranked 77th in the world according to Quacquarelli Symonds (QS) rankings, the institution’s ability to adapt will be crucial in maintaining its status and attracting the next generation of students. The urgency for UWA to address these perceptions and challenges cannot be overstated as it navigates a competitive and evolving educational environment.
