UPDATE: The University of Western Australia (UWA) is grappling with a significant drop in student enrollment due to perceptions of being “elitist, aloof, and standoffish,” according to brand research presented at a recent alumni forum. This alarming trend comes at a crucial time as the WA Government explores potential university mergers, intensifying competition in the higher education landscape.
Just announced findings reveal that despite an increase in school leavers due to a 2006 baby boom, UWA’s market share has decreased, losing prospective students to competitors like Curtin University and Notre Dame University. Chief Marketing Officer Haylee Felton reported at the spring meeting of the university’s alumni body, Convocation, that UWA’s first preferences among applicants are also on the decline.
The research indicates that students’ choices are increasingly influenced by the perceived atmosphere of the institution. While UWA maintains a strong reputation, its traditional brand strengths, such as prestige, are losing significance. The findings highlight a growing sentiment that UWA is “theoretical and research-intensive,” with a lack of focus on job readiness. High entry requirements, once seen as a mark of prestige, are now viewed as barriers.
Felton stated, “Current perceptions are that UWA is elitist, aloof, and standoffish,” contrasting sharply with the “overwhelmingly positive” feelings towards Curtin University. This shift in perception could have lasting implications for UWA’s enrollment figures and overall reputation.
In an urgent response, UWA Vice-Chancellor Amit Chakma acknowledged the systemic challenges facing the sector but asserted that UWA remains stable. He mentioned the university’s plans to open two campuses in India to bolster recruitment efforts. “We just don’t have enough students in WA to support five universities,” Chakma emphasized.
As the WA Government explores university mergers, Felton pointed out that UWA has been outspent in recruitment efforts by competing institutions, contributing to its declining brand health metrics since 2017-2018. With only 28 percent of WA students finishing school with an Australian Tertiary Admission Rank (ATAR), UWA’s reliance on traditional recruitment methods faces new challenges.
Moreover, the rising cost of living and low unemployment rates are prompting many potential students to reconsider the value of a university education, with some opting for vocational training or immediate employment instead. Felton noted, “We’ve got a very competitive market here in WA for university choice,” adding that some perceptions of UWA have turned negative due to inconsistent storytelling.
The university’s iconic campus, while beautiful, has been described by some students as intimidating, raising concerns about the relevance of its curriculum. Felton stated, “We need to break the idea that there is only one type of student for UWA and better tell our story of connection to the State.”
To combat these challenges, UWA has developed a new “brand goal” aimed at transforming its image from a traditional, elitist institution to one that is adaptive and impactful. A spokesperson for UWA reaffirmed the university’s commitment to advancing community welfare and ensuring that its education and research are aligned with the evolving needs of future students and the workforce.
As the WA Government continues its investigation into university mergers, the urgency for UWA to reshape its brand and appeal to prospective students is greater than ever. The committee, led by former Labor minister Alannah MacTiernan, is expected to report by the end of the year, with potential implications for UWA’s future strategies.
As the landscape of higher education in WA shifts, UWA’s focus must now pivot towards fostering a more inclusive and relatable environment to attract a diverse student body. The stakes are high, and the time to act is NOW.
