Education Policy | Post Primary | Preschool | Primary | Tertiary | Search

 


Millions Wasted on Tertiary Education Marketing

28 June 2006

Millions Wasted on Tertiary Education Marketing

Research released today by the New Zealand University Students’ Association (NZUSA) reveals the millions of student and public dollars wasted by public tertiary education institutions on ineffective mass marketing campaigns.

“Students are outraged that in 2005 public tertiary institutions wasted over $28 million on marketing and advertising campaigns that have proven to be useless in helping students make decisions about their tertiary education studies,” said Conor Roberts, Co-president of NZUSA.

“NZUSA received figures from AC Nielsen that reveals how much student and public money has been wasted on these campaigns. We found that expenditure on marketing has increased by 117% on the 1999 figure of $12 million, and up 6% on the 2004 figure ($26.6 million).”

19 public tertiary education institutions increased their marketing expenditure between 2004 and 2005.

“Tertiary institutions are spending increasing amounts of public and student money on advertising themselves and competing with each other, at the same time as they are raising student fees. The extra revenue gained from raising fees last year is close to $20 million meaning that wasteful marketing and advertising spending sprees are being funded through student fee hikes.”

“Research highlights that advertising and marketing campaigns actually have very little influence on student decision making. A Ministry of Education report in 2005 found that the most effective information is interpersonal, such as from parents, families, friends, teachers, career counsellors and tertiary staff, rather than mass information campaigns through newspaper, television, radio and gimmicks.”

NZUSA’s Income and Expenditure Survey revealed that only 6% of all students stated that their main source of choosing where to study was through advertising.

“NZUSA calls on the Government to get rid of the wasteful competitive market driven tertiary education system that has not delivered for students and instead has resulted in exorbitant amounts of money being squandered on these marketing campaigns. We need a much more cooperative model that uses public money wisely and delivers for students,” Mr Roberts concluded.

*The full report including a campus breakdown is available from www.students.org.nz/index.php?page=37

ENDS

© Scoop Media

 
 
 
 
 
Culture Headlines | Health Headlines | Education Headlines

 

Electronica: Restoring The World’s First Recorded Computer Music

University of Canterbury Distinguished Professor Jack Copeland and UC alumni and composer Jason Long have restored the earliest known recording of computer-generated music, created more than 65 years ago using programming techniques devised by Alan Turing. More>>

ALSO:

Scoop Review Of Books: Almost Getting Away With Murder

The Black Widow by Lee-Anne Cartier: Lee-Anne Cartier is the sister of the Christchurch man found to have been murdered by his wife, Helen Milner, after an initial assumption by police that his death, in 2009, was suicide. More>>

Howard Davis: Triple Echo - The Malevich/Reinhardt/Hotere Nexus

Howard Davis: The current juxtaposition of works by Ralph Hotere and Ad Reinhardt at Te Papa perfectly exemplifies Jean Michel Massing's preoccupation with the transmigration of imagery in a remarkable triple echo effect... More>>

Scoop Review Of Books: Nō Tāu Manawa

Vaughan Rapatahana responds to Fale Aitu | Spirit House by Tusiata Avi: "fa’afetai Tusiata, fa’afetai, / you’ve swerved & served us a masterclass corpus / through graft / of tears & fears..." More>>

9 Golds - 21 Medals: NZ Team Celebrates As Rio 2016 Paralympic Games Close

The entire New Zealand Paralympic Team, led by kiwi sprinter and double gold medallist Liam Malone as flag bearer, are on the bus to the Maracanã Stadium in Rio de Janeiro for the Closing Ceremony of the Rio 2016 Paralympic Games. There, they will celebrate the fantastic successes of the past 10 days. More>>

ALSO:

New Zealand Improv Festival: The Festival Of Moments To Return To The Capital

The eighth incarnation of the New Zealand Improv Festival comes to BATS Theatre this 4-8 October , with a stellar line-up of spontaneous theatre and instant comedy performed and directed by top improvisors from around New Zealand and the world. More>>

ALSO:

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Education
Search Scoop  
 
 
Powered by Vodafone
NZ independent news