Hopes and aspirations: upholding the UK’s education brand
“Even my own mother called me to check that I’d not been working for what effectively had been depicted as a student battery farm”
Alex Causton-Ronaldson, Marketing & Communications Manager at the London School of Business and Management, writes on the importance of upholding the UK education sector’s reputation in the wake of the recent exam fraud scandal.
I started my life in Higher Education, like many others, as a Student Union Officer. With strong morals, ethics and ideals, I had plans to change the world from my glorified broom cupboard at the back of the campus wedged between the toilet and the canteen. Although my working situation has changed somewhat, my ideals have not.
After having spent time on the National Executive Council of NUS, you may be surprised to learn that I am now working for a private education provider. However for those of you that have yet to work outside of the public education sector, I can promise you, it’s not all that you may have thought it was. Or at least it’s not at London School of Business and Management.
“When the news broke, there seemed to be some confusion that the whole private HE sector had been abusing the ‘UK Higher Education’ brand for their own commercial ends”
With all of the current media coverage surrounding the alleged admissions malpractice of a number of private education providers, I thought I’d try and dispel the fear of impending doom that seems to come as such a comfortable bed partner to mention of private HE providers. When the news broke, there seemed to be some confusion that the whole private HE sector had been abusing the ‘UK Higher Education’ brand for their own commercial ends. Even my own mother called me to check that I’d not been working for what effectively had been depicted as a student battery farm.
The London School of Business and Management is far from that. The institution that I have recently joined is filled with staff passionate about raising aspirations of people across not only London, but the world. We are all committed not only to our students and applicants, but to the UK Higher Education brand and the thousands of professionals it represents across the sector. Not unlike countless others, regardless of the subsection of the sector you work in.
“This is a brand that is recognised the world over; the perception of a UK education being that of quality, honesty and integrity”
Across the sector, from the smallest private provider to the largest redbrick university, we have all worked tirelessly for many years (admittedly, for some more than others) to shape and deliver this incredible, inspirational and aspirational sector and ultimately; brand. This is a brand that is recognised the world over; the perception of a UK education being that of quality, honesty and integrity.
Therefore, for those of us working in marketing, recruitment and international offices, it is our responsibility to uphold the brand that so many have worked so hard to create. We therefore must, as a sector, seek to condemn those who work to capitalise from this hard work. At the end of the day, they are effectively destroying the hopes and aspirations of those who look to better themselves and their lives through higher education.