Higher education marketing

I enjoyed “Sector focus” (June, p46). Universities will be tackling a vastly altered landscape from 2012 when tuition fees rise to up to £9,000 a year.

A YouGov survey commissioned by StrategicFusion to gauge public perception of universities in the wake of the fees decision showed that only 27 per cent of people in the UK believe a university degree will be value for money.

It has never been more critical for universities to have a compelling, strongly differentiated brand, defined and reinforced through effective communications.

Universities need to address value for money, avoid overblown marketing rhetoric and target the communication channels students use, such as social networks.