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 downplay its cosy reputation in favour of something more academic and serious.
Kent is not alone in considering an image revamp. Changes to next year's funding regime are both forcing universities to justify charging students up to £9,000 in fees
Nowadays universities 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 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 that … they describe the reality of what's going to happen to students," he says. "Because competition is going to get GREater for attrACTing students, there is a danger that universities will go the extra mile."
One university told 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 by Heist 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 researching evidence to back up institutional claims.
Hence the growing importance of the student survey. From next September, all institutions will also be expected to publish on their websites key information sets, allowing easier comparison between institutions , and 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 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.
61题。题干问题为“Kent大学【过去】以什么闻名？”。根据关键词ent定位到第一段：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 downplay its cosy reputation in favour of something more academic and serious. 大意是kent过去以舒适和友好闻名，现在却淡化了舒适的形象，突出学术和严肃性。 由此得出 A.舒适的校园生活 为正确答案。
62题。题干问题为“大学打算怎样去吸引学生？”。根据关键词universities和顺序原则来到第三段第二句：…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 attrACTions, such as employment prospects, engagement with industry, and lecturer contACT hours, making clear exACTly what students are going to get for their money.大意就是现在大学们关注点在于更切实的东西，比如就业前景，雇佣机会和导师辅导。 由此得出 A. 提升学习环境 为正确答案。
63题。题干问题为“RB建议大学在营销自己时注做什么？”。根据关键词RB和顺序原则来到第四段：…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 that … they describe the reality of what's going to happen to students," he says. "Because competition is going to get GREater for attrACTing students, there is a danger that universities will go the extra mile."大意就是：RB为大学不能把自己的承诺物质化感到深深的捉急== 他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。 由此得出 C.克制自己做出无法履行的承诺 为正确答案。
64题。题干问题为“学生择校时最主要的考虑是什么？”。根据关键词chief consideration和顺序原则来到第六段：Ongoing research by Heist 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 researching evidence to back up institutional claims. 大意就是对2012个学生的追踪研究表明童鞋们不仅更加成熟于思考自己想从大学得到什么，而且也会深思支持大学所宣称内容的证据。 由此得出 B.大学是否恩能履行他们想要的东西的承诺 为正确答案。【熟词僻义：deliver在B选项里是履行的意思啊摔！！！】
65题。题干问题为“大学在招募活动中一定要展现出什么才能获胜？”。根据关键词recruitment campaign 和顺序原则来到最后两段最后三句：… While the best form of marketing for institutions【大学的营销就是招生活动的替换】 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. 大意就是：大学招生最好的营销方式就是不仅有自己擅长的领域，而且要明白自己的独特之处。可是要注意一旦做出宣称，就得名副其实。 由此得出 D.他们在某个领域是独特的 为正确答案。
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