首页
登录
职称英语
Until recently, the University of Kent prided itself on its friendly image.
Until recently, the University of Kent prided itself on its friendly image.
游客
2023-08-22
24
管理
问题
Until recently, the University of Kent prided itself on its friendly image. Not any more. Over the past few months it has been working hard, with the help of media consultants, to play down its cosy reputation in favour of something more academic and serious.
Kent is not alone in considering an image revamp(翻新). Changes to next year’s funding regime are forcing universities to justify charging students up to £9,000 in fees.
Nowadays universities are putting much more of a focus on their brands and what their value propositions are. While in the past universities have often focused on student social life and attractions of the university town in recruitment campaigns, they are now concentrating on more tangible(实在的)attractions, such as employment prospects, engagement with industry, and lecturer contact hours, making clear exactly what students are going to get for their money.
The problem for universities is that if those benefits fail to materialise, students notice. That worries Rob Behrens, who deals with student complaints. " Universities need to be extremely careful in describing what’s going to happen to students." he says. "As competition is going to get greater for attracting gifted students, there is a danger that universities will go the extra mile. "
One university toid prospective engineering students they would be able to design a car and race it at Brands Hatch, which never happened, he says. Others have promised use of sophisticated equipment that turned out to be broken or unavailable. " If universities spent as much money on handling complaints and appeals appropriately as they spend on marketing, they would do better at keeping students, and in the National Student Survey returns," he says.
Ongoing research tracking prospective 2012 students suggests that they are not only becoming more sophisticated in thinking about what they want from a university, but are also spending more time esearching evidence to back up institutional claims.
Hence the growing importance of he student survey. From next September, all institutions will also be expected to publish on their websites key information sets, allowing easier comparison between institutions, between promises and reality, and the types of jobs and salaries graduates go on to.
As a result, it is hardly surprising that universities are beginning to change the way they market themselves. While the best form of marketing for institutions is to be good at what they do, they also need to be clear about how they are different from others.
And it is vital that once an institution claims to be particularly good at something, it must live up to it. The moment you position yourself, you become exposed, and if you fail in that you are in trouble. [br] What does Rob Behrens suggest universities do in marketing themselves?
选项
A、Publicise the achievements of their graduates.
B、Go to extra lengths to cater to students’ needs.
C、Refram from making promises they cannot honour.
D、Survey the expectations of their prospective students.
答案
C
解析
事实细节题。定位句指出,罗布.贝伦斯认为大学在描述即将呈现在学生面前的现实时一定要小心慎重。由此可知,罗布·贝伦斯建议大学在营销时要约束自己,不要做出无法履行的承诺,故答案为C)。
转载请注明原文地址:https://tihaiku.com/zcyy/2948004.html
相关试题推荐
Droppingoutofuniversitytolaunchastart-upisoldhat.ThetwistwithJ
Droppingoutofuniversitytolaunchastart-upisoldhat.ThetwistwithJ
Droppingoutofuniversitytolaunchastart-upisoldhat.ThetwistwithJ
Therewasatimewhenbig-leagueuniversitypresidentsreallymattered.The
Therewasatimewhenbig-leagueuniversitypresidentsreallymattered.The
Therewasatimewhenbig-leagueuniversitypresidentsreallymattered.The
[originaltext]W:Haveyouevervisitedaredwoodforest?Irecentlyhadachanc
[originaltext]W:Haveyouevervisitedaredwoodforest?Irecentlyhadachanc
[originaltext]W:Haveyouevervisitedaredwoodforest?Irecentlyhadachanc
[originaltext]SomestudentsattheOpenUniversityleftschool20yearsago
随机试题
Byandlarge,marriedpeopleappeartohavebetterhealththantheirsingle
顶管机进、出工作井时质量控制的内容有()。A.工作井周围的土体稳定 B.
B
患儿男,9个月,因腹泻5天入院,稀水样便,尿少,眼窝凹陷,哭时泪少,四肢稍凉,血
下列不属于科学死亡观强调的是A.人们应坦然面对死亡 B.力求尊严的、无痛苦的死
督察长负责组织指导公司监察稽核工作,履行职责的范围应当涵盖基金及公司运作的所有业
患者咳逆喘息气粗,烦躁胸满,痰黄粘稠难咯。溲黄便干,口渴舌红,舌苔黄或黄腻,边尖
痔湿热下注证,常用治法是()A.清热凉血祛风 B.清热解毒 C.清热利湿
对某技术方案的财务净现值(FNPV)进行单因素敏感性分析,投资额、产品价格、经营
传导速度最慢的部位是A、窦房结 B、心房肌 C、房室交界 D、浦肯野纤维
最新回复
(
0
)