UWA Vice Chancellor Amit Chakma.
UPDATE: The University of Western Australia (UWA) is losing prospective students due to damaging perceptions of being “elitist, aloof, and standoffish,” according to alarming new research presented by chief marketing officer Haylee Felton. As discussions on potential university mergers in Western Australia gain traction, UWA’s market share has dramatically declined, even as the number of school leavers surged last year due to a 2006 baby boom.
At a recent forum for UWA graduates, Felton revealed that the university is losing its competitive edge to rivals such as Curtin University and Notre Dame University. Despite an increase in school leavers, UWA’s first preference applications have dwindled, raising urgent concerns about its future. “Unfortunately, all of that increase in market size went to Curtin and Notre Dame,” Felton stated, emphasizing the escalating competition for student enrollment.
The research indicates a troubling shift in the perception of UWA. While the university still holds a strong reputation, it is increasingly seen as “theoretical and research-intensive,” leading to doubts about job readiness among potential students. The high entry requirements, once viewed as a mark of prestige, are now perceived as barriers. “Current perceptions are that UWA is elitist, aloof, and standoffish,” the report stated.
In contrast, Felton highlighted that perceptions of Curtin University remain “overwhelmingly positive,” showcasing the urgent need for UWA to rebrand itself. “Our brand health metrics have been in long-term decline since about 2017-18,” she noted, underlining an immediate call to action.
UWA Vice-Chancellor Amit Chakma addressed the systemic challenges facing the sector, reaffirming UWA’s commitment to stability. He mentioned plans to open two campuses in India to enhance student recruitment, but also acknowledged the limitations within WA’s university landscape. “We just don’t have enough students in WA to support five universities,” Chakma said. He hinted at ongoing discussions about potential mergers with Murdoch University or Curtin University but declined to provide specifics.
As the UWA community grapples with these issues, Felton pointed out that low unemployment and high living costs are prompting students to reconsider their educational paths. Many are opting for cheaper alternatives such as TAFE or entering the workforce directly. This shift is compounded by perceptions that UWA’s historic campus may be intimidating and that its curriculum could be outdated.
To combat this negative image, UWA plans to “reframe” its strengths. Felton expressed the need to better connect with the community and share UWA’s story. The university’s commitment to “Seek Wisdom” remains, but its focus will pivot towards outcomes and societal impact. “We really need to break the idea that there is only one type of student for UWA,” she said.
The university is also undergoing a review to revitalize its brand, aiming to shift perceptions from a traditional, elitist institution to a more adaptive and community-focused entity. A spokesperson for UWA confirmed the institution’s dedication to evolving its educational offerings to meet the needs of future students and WA’s changing workforce.
In July, the Cook Government initiated a cost-benefit analysis of potential university mergers, led by former Labor minister Alannah MacTiernan. This committee is expected to deliver its report by the end of the year, indicating a future where mergers could reshape the educational landscape in WA. Meanwhile, UWA remains the highest-ranked institution in WA, currently placed at 77th in the world according to Quacquarelli Symonds rankings.
As UWA navigates these pressing challenges, the call for urgent action is clear. Students and stakeholders alike are watching closely to see how the university will adapt and reclaim its position in the competitive education market.
