Comments on: University branding: the bold and the derivative http://www.crikey.com.au/2008/08/07/university-branding-the-bold-and-the-derivative/ now with extra source Sun, 22 Nov 2009 04:27:32 +1100 http://wordpress.org/?v=2.8.6 hourly 1 By: Mike Mercury http://www.crikey.com.au/2008/08/07/university-branding-the-bold-and-the-derivative/#comment-2036 Mike Mercury Thu, 01 Jan 1970 10:00:00 +0000 #comment-2036 Monash Marketing Department is a well-known industry laughing stock. The main problem is simple, people given very senior positions due to the nepotism of friendship, without having any aptitude for the job. Imagine a scene out of 'The Simpsons' where Homer is given a senior marketing job (and what he'd do) and you have a crystal clear view of what's going on at Monash. Monash Marketing Department is a well-known industry laughing stock. The main problem is simple, people given very senior positions due to the nepotism of friendship, without having any aptitude for the job. Imagine a scene out of ‘The Simpsons’ where Homer is given a senior marketing job (and what he’d do) and you have a crystal clear view of what’s going on at Monash.

]]> By: Marty http://www.crikey.com.au/2008/08/07/university-branding-the-bold-and-the-derivative/#comment-2037 Marty Thu, 01 Jan 1970 10:00:00 +0000 #comment-2037 I agree with Gavin's commentary. This funding is supposed to be channelled into provision of the education itself. Such talk of big budget marketing campaigns by universities bidding for new 'customers' is a frightening indication growing privatisation in tertiary education. I agree with Gavin’s commentary. This funding is supposed to be channelled into provision of the education itself. Such talk of big budget marketing campaigns by universities bidding for new ‘customers’ is a frightening indication growing privatisation in tertiary education.

]]> By: Mike Mercury http://www.crikey.com.au/2008/08/07/university-branding-the-bold-and-the-derivative/#comment-2038 Mike Mercury Thu, 01 Jan 1970 10:00:00 +0000 #comment-2038 In defence of Homer Simpson, he's at least got the ability to come up with original ideas. In defence of Homer Simpson, he’s at least got the ability to come up with original ideas.

]]> By: Gavin Moodie http://www.crikey.com.au/2008/08/07/university-branding-the-bold-and-the-derivative/#comment-2039 Gavin Moodie Thu, 01 Jan 1970 10:00:00 +0000 #comment-2039 Downes has missed the point.<br /><br />The main point is that the University of Melbourne was terrified that its graduate entry programs would scare away all the students whose parents have paid high fees to private schools to maximise their chances of direct entry to a high status program. So Melbourne spent vast sums on tv and other advertising and managed to stem their loss of first preferences to about 6%. But the University of Melbourne has now forced the other Melbourne universities to counter their move by also spending big on tv and other advertising.<br /><br />Queensland University of Technology started the tv advertising war in Brisneywood several years ago. <br /><br />It's all a huge waste of money and energy that should be spent on education. The University of Melbourne should be criticised not praised for starting this wasteful advertising spending war in Melbourne. Downes has missed the point.

The main point is that the University of Melbourne was terrified that its graduate entry programs would scare away all the students whose parents have paid high fees to private schools to maximise their chances of direct entry to a high status program. So Melbourne spent vast sums on tv and other advertising and managed to stem their loss of first preferences to about 6%. But the University of Melbourne has now forced the other Melbourne universities to counter their move by also spending big on tv and other advertising.

Queensland University of Technology started the tv advertising war in Brisneywood several years ago.

It’s all a huge waste of money and energy that should be spent on education. The University of Melbourne should be criticised not praised for starting this wasteful advertising spending war in Melbourne.

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