The University of Western Australia (UWA) is experiencing a decline in student enrollment due to perceptions of being “elitist, aloof and standoffish,” according to recent brand research presented at a graduate forum. Despite an increase in school leavers, UWA’s market share has diminished, with prospective students increasingly choosing competitors like Curtin University and the University of Notre Dame. Chief Marketing Officer Haylee Felton highlighted this trend during the spring general meeting of UWA’s alumni body, Convocation, stating that the university’s first preferences have also declined.
Felton noted that the decision-making process for students often hinges on how an institution feels rather than just its academic reputation. While UWA has historically been known for its prestige, the relevance of this perception appears to be waning. Current research indicates that UWA is viewed as overly theoretical and research-focused, lacking an emphasis on job readiness. The university’s high entry requirements, which once bolstered its prestige, are now seen as barriers that deter potential applicants.
“Current perceptions are that UWA is elitist, aloof and standoffish,” Felton remarked. In stark contrast, perceptions of Curtin University are “overwhelmingly positive,” further complicating UWA’s recruitment efforts. Following inquiries from The West Australian, records of the forum, including publicly available minutes and presentations, were removed from the Convocation website.
At the same forum, UWA Vice-Chancellor Amit Chakma acknowledged that the university sector is facing systemic challenges. He argued that UWA remains stable and emphasized the potential benefits of its plans to open two campuses in India to bolster student recruitment. Chakma stated, “We just don’t have enough students in WA to support five universities — no matter what the other universities say.” He also provided insights into ongoing discussions regarding potential mergers between WA universities, indicating that UWA is prepared to play a role in serving the State’s interests.
Initial findings from these discussions suggest that a merger with Murdoch University could yield long-term benefits, while a partnership with Curtin University carries fewer reputational risks due to shared research-intensive focuses. Felton acknowledged the highly competitive nature of university recruitment, noting that UWA is often outspent by institutions that are more adept at marketing themselves.
UWA’s brand health metrics have shown a long-term decline since approximately 2017-18. Currently, around 28 percent of WA students finish school with an Australian Tertiary Admission Rank (ATAR), compared to participation rates as high as 55 percent in other states. This disparity poses challenges for UWA, which has traditionally relied on ATAR participation for attracting students.
Additionally, low unemployment and high living costs are causing many individuals to reconsider their education paths, with some opting for more affordable options like TAFE or entering the workforce directly. Felton pointed out that perceptions of UWA have been negatively framed due to inconsistent storytelling about the institution. She shared feedback from students who described the campus as beautiful yet intimidating, expressing concerns that its historic buildings suggest an outdated curriculum.
To address these challenges, Felton emphasized the need for UWA to leverage its strengths and reframe its narrative to better connect with the community. While the university’s motto, “Seek Wisdom,” remains central, its goals should shift to focus on tangible outcomes and societal impact. “We really need to break the idea that there is only one type of student for UWA,” she said, highlighting the need to celebrate the university’s unique position as the only institution in WA bearing the state’s name.
Felton announced the development of a “brand goal” aimed at revitalizing UWA’s image. The objective is to transform perceptions from that of a traditional, elitist institution to a dynamic and iconic university that continues to contribute significantly to WA and beyond through education and research.
A UWA spokesperson reiterated the university’s commitment to its founding mission of advancing community welfare. “The University of Western Australia, like most organizations, regularly reviews the way it is perceived by the broader community to ensure our education and research remain relevant to the needs and expectations of our future students and WA’s evolving workforce,” the spokesperson stated. The university’s recent review identified opportunities to enhance understanding of its contemporary, industry-connected education offerings.
In July 2023, it was reported that the Cook Government formed a committee to conduct a cost-benefit analysis of potential university mergers in WA, following a shelved review of the sector. Chaired by former Labor minister Alannah MacTiernan, the committee is expected to submit its findings to the government by the end of the year.
Both Curtin and Murdoch universities have publicly opposed the idea of mergers, arguing they would be costly and disruptive without resolving underlying sector issues. Edith Cowan University has also expressed opposition and is currently focusing on the opening of a new $853 million campus in the central business district. Should a merger occur, it is anticipated that existing campuses would continue operating under a unified university senate.
In a move to enhance competitiveness, the University of Adelaide recently merged with the University of South Australia to form a new institution aimed at improving its global academic standing. UWA is currently ranked 77th in the world according to the Quacquarelli Symonds global rankings, making it the highest-ranked institution in Western Australia.
