SCOTTISH UNIVERSITIES AND REPUTATION MANAGEMENT
By Sara Davidson, Higher Education Research, Ipsos MORI Scotland
March saw the publication of the Times Higher Education World Reputation Rankings. Only seven UK institutions were ranked in the top 50 and, of these, only one – the University of Edinburgh – was Scottish (ranked 46th).
The Russell Group, the main representative body for the UK’s leading research universities, responded to the Rankings by pointing out that UK institutions “punch above their weight” and “do more with less”, outperforming most rivals relative to expenditure. Still, there is no doubt that the Times data will have come as a major disappointment to all those charged with marketing UK institutions – and Scottish ones more especially – who over recent years have been battling harder than ever to attract a greater share of the global market amidst increased competition from the US, East Asia and Europe. So, why aren’t Scottish institutions performing better in reputational terms and is there more that can be done to address this?
Research conducted by Ipsos MORI Scotland over many years has provided some possible answers to this question. On the one hand, we have found good brand recognition, among international academics and prospective/current students alike, of some of Scotland’s ancient institutions; particularly Edinburgh. (Rankings like those produced by The Times appear to have been key in fostering this recognition, along with promotional efforts on the part of individual institutions and word of mouth advocacy). More generally, we’ve found evidence that international awareness and perceptions of Scotland as a study destination have been positively affected by key Scottish Government strategies over the years, particularly the Fresh Talent: Working in Scotland scheme and the current policy of offering free tuition to EU nationals.
… we have found good brand recognition, among international academics and prospective/current students alike, of some of Scotland’s ancient institutions
The Scottish university fee structure has furthered detracted from the country’s appeal among the RUK applicant market specifically. The fact that English, Welsh and Northern Irish students are charged tuition fees while Scottish and EU students are not has been interpreted by some RUK applicants as a tacit signal that they are not welcome in Scottish universities.
…for) non-Scottish domiciled academics and prospective/current students, Scotland remains something of an unknown quantity and this significantly undermines the potential appeal of even its best institutions.
An independent Scotland could also herald changes to research funding in Scottish universities. Currently, Scottish academics compete with their peers across the UK for research grants from the Research Councils and, indeed, have traditionally received a disproportionate share of those grants. Universities Scotland and individual Scottish university principals have expressed concern that if Scottish institutions were to lose access to these funds under independence, they may find it difficult to retain and attract the highest calibre academics (and by extension students) from across the globe.
Alongside these potential challenges, a host of other developments are likely to impact on the attractiveness of Scotland’s HE sector over the coming years; in particular, the recent changes to international students visas, yet greater competition from global competitors and, on the domestic front, the introduction of the Curriculum for Excellence and outcome agreements – which both raise important strategic questions concerning the role of universities in 21st century Scotland.

Sara Davidson, Higher Education Research, Ipsos MORI Scotland
Email: Sara.Davidson@ipsos.com
By Sara Davidson, Higher Education Research, Ipsos MORI Scotland
OTHER ARTICLES IN THIS ISSUE
- Editorial
- Scotland's Digital Connectivity
- In My View...
- Dundee: From Waterfront redevelopment to city economy regeneration
- Scottish Universities And Reputation Management
- Energy Master Planning And Sustainability
- This land is our land ? Or is it?
- How is Scotland Weathering the Storm? Can other small countries learn from the 'Scottish model'?
- Social Business Can Transform Public Services
- Whistleblowing - prevention better than the cure
- Lessons From The 3rd Annual School Business Managers Conference
- The Opportunity to eradicate child poverty in Scotland
- Positive About Planning
- Policy Shorts
- Rail freight, the economy, the environment and the Highlands
Issue 6
TRAINING, SKILLS, EDUCATION AND THE ECONOMY
- Securing Futures For Our Young People
- Christie Commission Principles In The Employability And Skills Sector
- Training and education for public service workers mustn't be forgotten
- A New Deal For Scotland's Colleges?
- What do our human rights and business have in common? A missed opportunity, that's what.
- Imagining the future of higher education
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- Chill winds blow on Further Education
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