Perceptions of UCD

1
Perceptions of UCDs Identity

• Prepared for UCD
• May 2005

2
BACKGROUND AND INTRODUCTION
3
INTRODUCTION

• Findings of qualitative research on perceptions
  of UCDs identity
• Research conducted among key stakeholders
• Staff
• Recent graduates
• Alumni
• Students Irish and international
• Prospective students
• Opinion leaders
• Research took place between 11th and 25th May

4
OBJECTIVESTo enable us to understand

• How UCD in its current incarnation is perceived
  by various stakeholders
• Where these stakeholders feel the current
  strengths and weaknesses of UCD lie
• How the stakeholders feel the University can be
  developed and grown in the future
• The extent of the gap between where UCD is now
  and where it can be/should be in the future

5
OBJECTIVESTo enable us to understand

• Areas that require attention in order to realise
  UCDs future identity, both internally and in
  terms of marketing activity
• Reactions to various possibilities for the name
  and corporate identity that could encapsulate a
  rebranded UCD

6
RESULTS OF THE STAFF INTERNET SURVEY
7
THE STAFF SURVEY

• A total number of 662 responses
• 22 of the UCD staff population
• Attitudes to UCD are generally positive
• But there are concerns about its future direction
• These were most often expressed qualitatively
  through open-ended answers
• Or in doubts about the universitys international
  profile

8
SUMMARY OF STAFF TYPESHow the respondents break
down
9
SUMMARY OF YEARS OF SERVICEHow the respondents
break down
10
ATTITUDES TO UCD
11
ATTITUDES TO UCD
12
ATTITUDES TO UCD
13
ATTITUDES TO UCD
14
THE UNIVERSITY NAME
15
OTHER UNIVERSITIES IN COMPARISON TO UCD
16
OTHER UNIVERSITIES IN COMPARISON TO UCD
17
OTHER UNIVERSITIES IN COMPARISON TO UCD
18
OTHER UNIVERSITIES IN COMPARISON TO UCD
19
QUALITATIVE OVERVIEW
20
A LARGE AND VARIED CONSTITUENCY

• Each group of stakeholders has a different
  perspective on UCD
• It would be simplistic to offer a summary
  position
• And it may be difficult to find a
  one-size-fits-all solution to the issues facing
  UCD
• But a clear direction will accomplish much
• It will demonstrate confidence and leadership on
  the part of UCD

21
SOME COMMON THEMES

• Some common themes do emerge, however
• 1. UCD is not seen to have presented a confident
  view of itself to the outside world
• Addressing this issue will immediately raise its
  profile
• 2. The UCD name and crest are valuable aspects of
  the universitys heritage
• Changing these runs the risk of creating
  unhelpful impressions of the universitys standing

22
SOME COMMON THEMES

• 3. UCDs strength lies in it being more than the
  sum of its parts
• Neglecting any one of its schools or departments
  can threaten the whole
• 4. UCD has not been leading to the extent that
  would be expected of Irelands biggest university
• Its size and its quality means this diffidence is
  unbecoming
• It needs to start behaving the way it wants to be
  perceived

23
PERSPECTIVES ON UCDThe varied intensity of focus
Opinion Leaders/ the outside world
Graduates Alumni
Prospective students
International students
Postgraduates
Staff
24
PERSPECTIVES ON UCDThe varied intensity of focus

• Perceptions of UCD depend on which end of the
  telescope people are looking through
• The long view places UCD within its societal
  context
• The university is assessed on its contribution to
  the life of the society
• The near view places UCD within its academic
  context
• The university is assessed on its comparison with
  other centres of learning

25
PERSPECTIVES ON UCDThe need for an all-in view

• There is a balance to be struck between the two
  viewpoints
• Changes made at the instigation of either set of
  opinions could have radical knock-on effects
• The concerns of staff are often internal
• They may not be felt on the ground
• The interests of the outside world might ignore
  certain academic imperatives
• Either way, the status of the university could be
  compromised

26
UCDS STRENGTHS

• UCD needs to have faith in its own strong points
• It has a diverse and rich educational offering
• It has a modern and vibrant campus
• It offers an attractive university lifestyle
• It provides high standards of teaching
• Some of its faculties and departments are world
  class
• It is the biggest university in Ireland
• It is a part of one of Europes most exciting
  cities

27
UCDS WEAKNESSES

• Arguably, a lack of self-belief is UCDs greatest
  weakness
• It acts with one eye on the competition, be it
  Trinity or Oxford
• This only serves to perpetuate a sense of
  inferiority
• UCD needs to stake out its own territory
• And recruit staff and students on its own terms

28
UCDS WEAKNESSES

• There is a lack of consistency in the UCD offer
• While some faculties are world class, others are
  have a much lower profile
• Some schools are heavily promoted and marketed
• Others are seen to be left in the background
• If the universitys profile is to be
  consolidated, UCD needs a reputation for
  all-round excellence
• Recognition will follow on from this process
• The basic offer needs to be in place first

29
THE IRISH UNIVERSITY MARKET
Academic Reputation
DCU
UCD
Trinity
UL
NUI Maynooth
UCC
NUIG
Modern
Historic
30
THE IRISH UNIVERSITY MARKET

• I would probably value a degree from NUI or TCD
  a bit more than one from an IT such as Waterford.
  I would value an old-fashioned degree from UCC,
  UCG, UCD or Trinity, and I dont really
  distinguish between them.

31
THE GLOBAL UNIVERSITY MARKETThe place of UCD

• I asked a friend on campus and he told me UCD
  was the biggest college in Ireland, and so had a
  better reputation for more events and better
  social things going on all the time.
• When I looked it up on the web I found out that
  the Quinn Business School is ranked among the top
  ten European business schools for German
  employers.
• UCD has the wherewithal to hold its own in the
  international market
• But it needs to present a clear position for
  itself

32
UCD A question of confidence?

• Is there a sense in which UCD suffers from an
  Irish inferiority complex?
• It has not acted like a university that wants to
  export itself
• It is as if UCD missed out on the Celtic Tiger
  mood
• Now it is committed to playing a role in an
  international context
• But it lacks the courage of its convictions
• It seems almost embarrassed by what it has to
  offer

33
UCDA question of confidence?

• I dont get the impression that its trying to
  get out of this position its like Shelbourne
  where its content to stay in the Irish league.
  In the future Dublin is going to have to compete
  on a global scale, and I dont think its doing
  that. I think it (UCD) needs to set its sights
  higher.

34
UCDS PLACE IN THE MARKET

• UCD can hold its own in the university market
• It is a high quality centre of learning
• People who have experienced it compare it to the
  likes of Bristol or Berkeley
• The problem is one needs to experience UCD to
  know it
• Its profile outside Ireland needs to be built
  upon
• It needs to have the confidence to promote itself

35
UCD v TRINITY

• Internally, UCD seems to feel like Trinitys
  poorer relation
• Imperial/Colonial tensions seem to have been
  inherited
• But these are no longer relevant issues
• No one else sees UCD as inferior
• They merely see it as younger, bigger, more
  modern, more vibrant, more inclusive
• They also see certain disciplines as being of a
  higher standard

36
UCD v TRINITY

• The only thing UCD lacks are venerable buildings
• But these are no longer enough to speak of
  quality
• Evidence of modernity is compelling to todays
  students
• Particularly those from overseas
• Modernity is regarded as a valuable pillar of
  excellence
• It is time for UCD to stop apologising for its
  youth and its buildings
• And also for its size

37
THE VIEWS OF THE STAKEHOLDERS
38
STAFFAn intensity of perspective

• Staff qualitative views can sometimes sound quite
  negative
• They are the closest to the situation
• They feel they have the most invested in the
  university
• Frustrations can be correspondingly more
  pronounced
• Staff members see the need to enhance the
  universitys profile
• But they are eager to see the core offer got
  right first
• They see good foundations to be built on as can
  be seen in quantitative results

39
STAFFViews on the current state of UCD

• UCD is a mixture between excitement and
  demoralisation.
• UCD has exceptional potential. Realising that
  potential is a big issue.
• It seems to me that UCD is more concerned about
  how it compares with other universities than with
  how well it does its core task of providing a
  third level education.

40
Irish StudentsPerceptions of uneven performance

• Take a focused viewpoint
• They are concerned with academic standing
• They are quick to point out holes in the UCD
  offering
• Once again, certain disciplines seem better
  catered for than others
• They wonder is the university embarrassed by the
  rest of its offering?
• The movement of funding seems to send these
  signals

41
POSTGRADUATESPerceptions of lack of confidence

• A number of Irish postgraduates felt they were
  discouraged from continuing at UCD
• They always say you should go somewhere other
  than UCD for your PhD that it doesnt look good
  to have all your qualifications from UCD. But I
  dont think theyd ever say that about Trinity or
  Oxfordand the History Department is really good
  they have some world class people in there, so
  I dont know why theyre trying to send us away.
• They were led to believe that their qualification
  would count for less
• This is a very dangerous message to send

42
STUDENTSThe commercial and academic agendas

• I wouldnt like to see it get any more
  commercial, because then the money just goes to
  the same few faculties or institutes, and places
  like Arts dont get a look in. And I think that
  would be to the detriment of the university as a
  whole a proper university needs to be strong in
  all its areas, and Arts is really important from
  that point of view. (P/G in Conway Institute)
• Primary research is what makes a university.
  Non-profit making, or not necessarily financially
  viable, and I think theres a place for that and
  universities provide that place. It brings its
  own skills, different intellects and different
  interactions.

43
INTERNATIONAL STUDENTSLack of awareness of UCD

• If you went home and said you had spent a year
  in Cambridge they would say oh you are great, but
  if you said you spent a year in UCD, they would
  say, was it nice in Dublin.
• UCD is not widely recognised abroad
• But there is nothing about its offer to stop it
  becoming so
• International students have all enjoyed their
  time in UCD
• They are now ambassadors for the university
• They would be happy to see it take a more
  confident stance

44
PROSPECTIVE STUDENTSUniversity experience as
important as education

• Prospective students feel ill-equipped to comment
  on the university market
• Nevertheless, they have done their own research
• They know what they want from a university
• Often the third level experience is just as
  important as the education itself
• UCD is seen as very well placed to offer such an
  experience
• Im really looking forward to it just getting
  out of home, looking after yourself, the social
  life, all the different societies on campus all
  that kind of thing.

45
GRADUATES ALUMNIA broader perspective

• Graduates offer an extremely valuable viewpoint
• They show us life after university
• They put some of the concerns about identity in
  perspective
• They remember their time in UCD with fondness
• There is little feeling that their education was
  inferior in any way
• But what matters in their lives is the
  qualification rather than where it was obtained
  from
• it doesnt matter what you do in university as
  long as you goand I believe that.

46
OPINION LEADERS

• These respondents also take a broader view of
  UCDs place in the world
• They see it as playing an important role in Irish
  society
• They often know where its particular strengths
  lie
• But they do not hear enough about its moves to
  improve its profile and its reputation
• And they see a need for it to be more proactive

47
OPINION LEADERS

• They see the raw material as being there
• But UCD needs to act like a leading university in
  the international context
• If it is the case that they have a world class
  research profile that would be recognised by
  their peers, I dont believe it is coming across
  in public.
• These are also people who recognise certain
  commercial imperatives
• But they do not see them as excluding academic
  integrity
• Theyre one and the same thing.

48
THE UCD NAME AND BRAND IDENTITY
49
UCDNot perfect, but

• The UCD name may not be perfect
• Particularly in an international context
• But it has a wealth of heritage and brand equity
  sown up in it
• It should not be discarded lightly, if at all
• UCD is such a strong brand as a name its like
  the GAA so even though Im not aware of the
  crest or all the colours its not a huge
  problem. I know they think theyve huge problems,
  but UCD is a strong brand name.

50
UCDA strong brand equity

• Many people use UCD as a brand name
• In much the same way as they use Trinity
• When being formal, they expand on the
  abbreviation
• This adds some gravitas and weight to the three
  letters

51
NATIONAL UNIVERSITY OF IRELAND

• While National University of Ireland might be an
  official designation, it conveys little sense of
  a brand
• It is more akin to a product descriptor
• It leaves people feeling cold
• It also detracts from UCDs status
• It equates the other NUI colleges with UCD and so
  brings it down to their level rather than making
  it aspirational
• UCD becomes a member of a larger team instead of
  a club in its own right

52
NATIONAL UNIVERSITY OF IRELAND

• They already have a better standard than
  Maynooth, so they should be getting Maynooth to
  live up to them rather than the other way
  around.
• To me its always been UCD. Ive been conscious
  of NUI Dublin, but I think it would just confuse
  people. I could see merit in it outside Ireland,
  because the National part of it has kudos, but
  then you have NCI or NCADI just wouldnt mess
  with the brand equity in UCD.

53
OLLSCOIL COLÁISTE, BAILE ATHA CLIATH

• There is an affection for an Irish designation
• But it should be as well as rather than a
  stand-alone title
• The confusion for overseas students would
  probably be too difficult to surmount
• It also speaks of a patriotic fervour to some
• This may no longer be appropriate or helpful
• Irish people like to see the Irish name on
  literature and logos, but they are unlikely to
  object to its absence
• Dublin speaks sufficiently of UCDs national
  credentials

54
UC DUBLIN

• UC Dublin does have some merit
• It points to the location for the benefit of
  overseas students
• It reflects the naming system used for some
  universities in the United States
• It is less warmly received by the home market
• Once again it can sound like a division of a
  larger organisation, e.g. the Dublin branch

55
NEWMAN UNIVERSITY

• Newman University is a less popular choice
• It speaks of historical background - but only if
  you know who Newman was
• Otherwise it can alter perceptions of the
  university almost entirely
• It sounds like one of those private colleges
  that say give us loads of money and well give
  you a degree in two weeks.
• This is the antithesis of what UCD should be about

56
NEWMAN UNIVERSITY

• Newman University threatens to throw the baby out
  with the bathwater
• If UCD was starting again it might be an option
• But this option has no links with what is
  currently in existence
• It would speak of the university trying to run
  away from its past
• And this would damage perceptions of its academic
  standards rather than enhance them

57
HIBERNIA UNIVERSITY

• Hibernia University has similar issues as Newman
  University
• It is a step too far
• It also sounds too Oirish
• It has also been taken already by an online
  university
• Once again these are unhelpful connotations for
  UCD
• It says too much about its location and not
  enough about its core offer

58
THE NEED FOR A COHESIVE VISUAL IDENTITY

• If you walk in the gate of UCD the only thing
  youre really conscious of is the car-park signs
  theres nothing to express anything about the
  university you see the 150 now on the banners,
  but obviously you cant use that again. Is there
  any image that captures UCD? Id have to say no,
  even after being there for six years.

59
THE UCD CRESTMore retiring than it should be?

• The existing logo may not be top of peoples
  minds
• But it does send important signals about the
  university and its values
• While it might be ripe for modernisation, radical
  alterations may do more harm than good

60
THE UCD CRESTA signal of tradition

• The crest speaks of tradition and heritage
• It conveys a gravitas appropriate to a university
• It may perhaps overplay the Irish hand somewhat
• All the symbols speak of Ireland, where one or
  two would suffice
• The harp is perhaps the most appropriate
• It is the official symbol of Ireland, but also
  the more discreet

61
THE UCD MOTTOS

• Cothrom Feinne is a laudable sentiment
• The use of Irish is also appreciated
• Ad Astra is aspirational
• This is seen as appropriate for a university, as
  well as conferring gravitas through Latin

62
THE UCD MOTTOSWhat UCD says about itself

• Two mottos might seem excessive, but they both
  carry out different roles
• Ad Astra speaks of lofty achievements and
  bolsters UCDs claim to excellence
• Cothrom Feinne speaks of inclusiveness
• On its own it might lessen the standing of UCD
• But with Ad Astra an attractive balance is struck
• As is fitting for Irelands largest university

63
OTHER UNIVERSITY LOGOS
64
OTHER UNIVERSITY LOGOSUL Maynooth

• Crests feature in many logos
• They show universities presenting themselves as
  universities are supposed to
• How they are handled is open, however
• UL may have erred on the side of conservatism
• Maynooth may have lost some of their heritage by
  concentrating on modernity
• I think it looks like something that theyd do
  up in a print design place for you, rather than
  something the university drew up for themselves.

65
OTHER UNIVERSITY LOGOSDCU, UCC NUIG

• DCU is modern and dynamic
• But there is little to tie the logo to the centre
  of learning
• UCC strikes a nice balance between tradition and
  modern self-confidence but it is a bit dull
• NUIG ties the institution to a place, but does
  not work at inspiring people

66
OTHER UNVIERSITY LOGOSTrinity

• Sends signals of British-ness and royalty
• Seems overly rooted in the past
• Is seems to create an impression of an
  institution clinging to an ivory tower
  tradition
• And so less comfortable and accomplished in the
  modern world
• Its just so staid I dont know how they
  attract students with that.
• Its really British isnt it?

67
UCD 150

• People see it as an example of how a new identity
  can be created
• But there are reservations
• Without the UCD name, there is nothing to tie
  this logo to a university
• While it speaks of vibrancy and dynamism, there
  are concerns that it might date
• For organisations with the longevity of
  universities, logos need to be similarly timeless

68
POSITIONING STATEMENTS

• Respondents responses reflect their perceptions

69
UCD is Irelands premier university

• A sentiment most people can agree with
• It applies under a broad range of criteria
• Education
• Research
• Innovation
• Facilities
• Campus
• University Life
• Size

70
UCD has an international profile

• This is where most work needs to be done
• Recognition levels vary according to market
• There is a stronger base on which to build in
  Europe and the United States
• Should energies be focused here?
• This issue is of interest primarily to staff and
  the international market
• Irish students and graduates are less concerned
• They are satisfied with the quality of their
  education

71
UCD has a world-class research profile

• Perhaps this should be an ambition rather than a
  claim of current status
• It is true to varying degrees across the
  university
• It can apply to Business and Medicine, but not to
  Arts or some parts of Science
• Where funding has been made available,
  world-class researchers have been attracted
• But there are researchers of similar standing in
  departments without funding and their story is
  not being heard
• I never hear much about anything theyve done in
  the media. If they had a world-class profile Im
  sure Id hear more about it.

72
UCD is more commercial than academic

• A contentious statement
• There is a need to observe certain commercial
  realities
• Most people agree with this and see moves in this
  direction
• A few have concerns that there have been moves
  too far
• Commercial success should reflect well on the
  university as a whole
• There are fears that it applies only to a few
  departments
• This leaves others choked of funding which has
  further implications for their performance
• But they are an equally vital part of the
  universitys essence

73
UCD is caring and inclusive towards its students

• International students say yes
• Irish students say probably
• But they are not looking for their university to
  be caring and inclusive
• It sounds too much like school and molly-coddling
• University life is about making ones own way in
  the world
• Support systems are important, but most students
  know they are there
• That is sufficient for them

74
UCD is caring and inclusive towards its students

• It is also a dangerous promise for a university
  to make
• It puts the burden of proof on UCD
• Im sure it is but how do you be caring and
  inclusive towards 22,000 people?
• It may also sound like what a university would
  say if it couldnt say anything else about itself
• Statements of academic achievement would be more
  compelling to most students

75
UCD demonstrates excellence in teaching

• True to varying degrees
• Most people believe they have had good teaching
  experiences
• UCD is praised for its flexibility and variety in
  this regard
• It is also a claim that can underpin a future
  positioning of academic excellence
• But it is a story that needs to be told more
  clearly
• It is not what people immediately associate with
  the university at the moment

76
UCD is a modern university

• This is how the university is seen to present
  itself and it is regarded as a positive attribute
• Modernity implies dynamism and up-to-date
  relevant academic activity
• It is very compelling for Asian and European
  students
• It is another pillar of academic excellence
• Nor is it seen at odds with 150 years
• Modernity is a state of mind and UCD can claim it
• Other universities can do so less credibly

77
UCD is a modern university

• It wouldnt want to be anything else. You
  obviously want to have a sense that a university
  is well founded and has a strong heritage, but at
  the same time, not at the expense of being unable
  to change, or having certain traditions which
  almost suggest that change might not be as
  readily come by.

78
UCD helps to shape Irish society

• Yes, in so far as it goes
• But this seems to speak more of UCDs size and
  large graduate pool than the quality of its
  education
• It is a vague claim that could be made by any
  third level institution
• It might carry more weight if there were concrete
  examples of graduates shaping society in their
  field
• E.g. artists, politicians, legal experts etc.

79
UCD is a great public institution

• Interpreted by many as another comment on UCDs
  size more than anything else
• While it may be true of UCD, it may not be the
  most compelling position to market in the future
• Is this all the university can say about itself?
• Some staff members see it as drawing a
  distinction between private and state funding
• They are eager to see UCD retain its state/public
  status in order to avoid special interests
  dictating the shape of research

80
UCD is more national than international

• People agree with this as a summation of UCDs
  current positioning
• But they do not see any reason for it not to
  change
• They believe UCD can claim international status
• But it needs the confidence and backing to do so

81
UCD has excellent facilities on its campus

• Not to be underestimated as an attractive part of
  the UCD package
• Its facilities are often a reason to select UCD
  over other Irish competition, particularly
  Trinity
• It speaks of a university life rather than a
  blinkered focus on books and classes

82
UCD has a long history in Irish society

• There is mixed awareness of UCDs history
• But equally, it is of comparatively little
  importance
• While 150 years implies tradition and heritage,
  it does not make people reassess their
  impressions of the university
• It is good to know the university has some
  background, but it is judged on its performance
  in educating and researching
• The example of DCUs growing reputation
  highlights this

83
UCD is capable of attracting the best students
from around the world

• This could be true in the future
• There is nothing about UCD to deter students from
  around the world
• But it must appear on their radar to begin with
• This is a matter of positioning itself with pride
  and confidence

84
A university that is based on excellence in
research can provide excellence in education

• More suitable as an internal goal than a
  statement to be made publicly
• Most people agree with the sentiment, with the
  proviso that not all top researchers are able to
  teach and vice versa
• But UCDs performance is currently uneven
• If realised, this promise could truly facilitate
  an international positioning for the university
• But a greater consistency of approach is required
  first

85
A university that is based on excellence in
research can provide excellence in education

• The more renowned the teacher the better Id
  prefer a teacher teaching me one hour a week if
  he was doing research that made that hour
  absolutely brilliant, than teaching me for five
  hours a week if he was spluttering out what was
  in some book or other thats the difference. If
  I get something original as opposed to the books
  I can read myself. And I think thats
  increasingly important from an Irish perspective.

86
SUMMARY AND CONCLUSIONS
87
Conclusions

• UCD has many strengths and much potential
• There is a willingness to see it succeed
  internationally
• There is a feeling that this is its rightful
  place
• The raw material is there
• Now it is a matter of consolidating it
• And of drawing attention to it

88
Recommendations

• A consistent identity strategy will help improve
  UCDs profile
• The UCD name and crest are both strong properties
• They should not be discarded lightly
• UCD's difficulties will not be addressed by a
  change of name or logo - even those that are a
  matter of image. UCD should concentrate on
  quality of research and student experience, and
  build on the best of its tradition.

89
Recommendations

• Consistency of approach is the main thing
• Individual faculties should have their links to
  the corporate entity reinforced
• They may have an international reputation, but
  they should not transcend the UCD brand

90
Recommendations

• Excellence should be a goal for all schools and
  departments
• UCDs performance is currently uneven
• Funding and interest should be made equally
  available to all parts of the university
• This will allow a reputation for excellence to be
  consolidated and to improve
• This will win further recognition for the
  university, and therefore for its name and
  identity

91
Recommendations

• UCD should not be seen to be apologising for its
• Size
• Its history
• Its name
• Its logo
• It should be seen to be proud of its achievements
  and its graduates
• It should be seen to lead rather than to follow
• To expect and demand recognition rather than
  asking for it