Strategies, Marketing and Social Research Head Office: 259 Glen Osmond Rd, Frewville SA 5063 Tel: 08 8433 0200 Fax: 08 8338 2360 [email protected]www.mcgregor.com.au MACQUARIE UNIVERSITY PROJECT SYNOPSIS Prepared for: Kathy Vozella On behalf of: Macquarie University Project No: 8069 Date: December 2007
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Strategies, Marketing and Social Research
Head Office: 259 Glen Osmond Rd, Frewville SA 5063
Different approach to other Traditional universities
It's young / Relatively new
Slogan says so / They advertise & promote themselves that way
International exchange / Global leadership program
Offers things other Uni's can't or don't
Opportunities & experience given
Takes risks & encourages students to / New thinking / Open to new ideas
Teaching methods
Other (not coded)
Don't know 6%
16%
2%
2%
2%
2%
2%
4%
4%
4%
4%
6%
6%
8%
8%
10%
10%
16%
20%
24%
MTR (Ref: 8069-CS)
Q23. Why do you consider Macquarie University to be an innovative university?
Sources of Information
The main sources of information that school students use to find out what
higher education institutions offer were identified as brochures/pamphlets
(83%), friends (76%), careers advisors (75%), the internet – various sources
(65%) and the careers market (25%).
These findings were generally consistent among the groups surveyed.
0% 10%20%30%40%50%60%70%80%90%
% of respondents
Brochures/pamphletsFriends
Careers advisorsInformation from school
Went to an open dayParents/ other relatives
Visited the CampusInternet - Individual Official University websites / Home pages search for courses
Media (i.e. newspapers, radio, television etc)Careers market
Internet - Google / YahooInternet - UAC website / Course guide
Internet (not coded)Phone the institution
Internet - Sydney University website / www.usyd.edu.auInternet - Macquarie Uni website / Home page for course availability & info re campus & facilities
Internet - University NSW website / www. unsw.edu.auInternet - Search Engines - university or course comments specified
Internet - University of Tech Sydney / www.uts websiteInternet - Board of Studies website / Forums / Online chats
Internet - www.mq.edu.au / specifc links from this siteDon’t know/not sure 1%
2%
2%
4%
4%
5%
6%
7%
8%
10%
13%
13%
25%
33%
40%
48%
51%
60%
70%
75%
76%
83%
MTR (Ref: 8069-CS)
Q25. What sources of information do you use to find out about what highereducation institutions offer?
- 55 -
The most useful sources of information were considered to be
brochures/pamphlets (61%), careers advisors (55%), attending an open day
(47%), the internet (42%), information from school (35%), visiting the
campus (30%), friends (27%), parents/other relatives (22%) and the careers
market (16%).
Again, there were few variances to these findings among the groups
surveyed.
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Brochures/pamphlets
Careers advisors
Went to an open day
Information from school
Visited the Campus
Internet - Official University websites / Homepages
Friends
Parents/ other relatives
Careers market
Internet (not coded)
Media (i.e. newspapers, radio, television etc)
Phone the institution
Internet - University Admissions Centre (UAC)
Internet - Search - Course specific
Internet - Macquarie University website / Home page & followed links
Internet - Handbooks Course guides / Degree related information
Internet - Google / Yahoo
Internet - www.mq.edu.au
Don’t know/not sure 2%
2%
2%
3%
4%
4%
7%
8%
10%
10%
16%
22%
27%
29%
30%
35%
47%
55%
61%
MTR (Ref: 8069-CS)
Q26. What sources of information do you consider to be the most useful?
Almost three quarters (70%) of the students surveyed indicated that the
information provided by Macquarie University is about the same as that
provided by other universities. There were similar proportions who
considered this information to be better (16%) and worse (15%).
- 56 -
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
About the same
Worse - Little or no information received from Macquarie
Worse - Needs more advertising / publicity
Not as good (not coded)
Better - More detailed information available
Better - Website easy to navigate / understand / access
Better - Staff available to talk to on open day
Better (not coded) 5%
3%
4%
9%
4%
3%
10%
70%
MTR (Ref: 8069-CS)
Q27. Thinking about all information sources, how would you rate the informationprovided by Macquarie University compared to the information provided by otheruniversities?
- 57 -
When rating the specific communications provided by Macquarie University,
the following results were recorded.
Good Average Needs Improvement
Opportunities to visit and experience
the university
51% 27% 6%
Simple language, minimal jargon 44% 33% 5%
Show flexibility in course choices 43% 29% 11%
Use a tone and style I relate to as a
young person
42% 35% 9%
Clear and detailed information on
course requirements and program
structure
41% 35% 10%
Information about potential careers,
courses required and graduates actual
career paths
39% 32% 15%
Involves current students in
communication with schools
35% 23% 23%
Website brings the university to life 33% 38% 11%
Lively and engaging presentations 30% 35% 16%
Practical information about campus
and procedures
29% 39% 16%
Shows access pathways into
university
29% 36% 15%
Show interest in my personal goals 27% 33% 20%
Showcases its areas of excellence 25% 39% 21%
Communicate the achievement of
academic stars
13% 32% 21%
University Open Days
The most important aspects of attending a university open day were
identified as having current students to talk to who are doing the same
course (36%), clear explanations of each course offered, its structure and
where it leads (32%), speaking to academics, lecturers and knowledgeable
advisors face to face (23%), information on the university itself (18%) and
guides/tours of the campus (14%).
- 58 -
A higher proportion of females named current students to talk to who are
doing the same course (43%), while males were more likely to name clear
explanation of each course offered, its structure and where it leads (45%).
0% 10% 20% 30% 40%
% of respondents
Current students to talk to who are doing the same course
Clear explanations of each course offered, its structure & where it leads
Speak to Academics, Lecturers & Knowledgeable Advisors face to face
info on the Uni itself - day to day, "uni Life", resources & facilities available
Guides / Tours - choice of whole campus or subject specific areas
Graduates to speak to
Knowledgeable Career Advisors to speak one on one to
More info. clarification on my degree - best benefit, pathways
Straight forward, relevant, no conflicting info & answers to my questions
Brochures / Pamphlets / Booklets
Better maps & signage
Clear Enrolment information & procedures / Clearer Admin information
Info outlining everything available to me on Open day
Other (not coded)
Don't know / Not sure 1%
15%
2%
4%
4%
5%
6%
7%
7%
7%
14%
18%
23%
32%
36%
MTR (Ref: 8069-CS)
Q29. What would be most helpful to you in attending a university open day?
Perceptual Mapping
The findings of the Perceptual Mapping reveal that Macquarie University is
considered to be flexible, personally supportive, delivering practical
outcomes, creative, providing job opportunities, having a multicultural
environment, well resourced, innovative, having a good relationship with
business, good public transport and a convenient location. It shares many
of these attributes with UTS.
Sydney University and the University of New South Wales share different
attributes, including being research focused, academically outstanding,
internationally recognised, globally competitive, prestigious and having a
long tradition.
UWS is the most differentiated of the brands, and it is recognised as a being
a university to go to if you are not accepted into the top universities.
- 59 -
8069 Macquarie University - School Students
A university to go to if you are not
accepted into the top u
A wide range of coursesss
Academically outstanding
Commercially relevant approach
Convenient location
Creative
Flexible
Globally competitive
Good facilities
Good public transport
Good relationship with business
Good reputation
Good social life
Green open campus
Innovative
Internationally recognised
Job opportunities
Long tradition
Multicultural environment
Personally supportive
Practical outcomes
Prestigious
Promotes itself well
Reasonable balance of overseas
students
Research focused
Well regarded qualifications
Well resourced
Macquarie
Sydney
Uni NSW
UTS
UWS
- 60 -
School Influencers Online Survey
- 61 -
Summary
Demographics, Student and Course Attributes
More than three quarters (76%) of the Influencers surveyed were females,
compared to 24% who were males.
Male24%
Female76%
MTR (Ref: 8069-I)
Q2. Gender
Most of these influencers (59%) were parents, but many were also career
advisors (29%) and school teachers (23%).
0% 10% 20% 30% 40% 50% 60%
% of respondents
Parent
Careers Advisor
School Teacher
Other 3%
23%
29%
59%
MTR (Ref: 8069-I)
Q3. Position
- 62 -
The majority of respondents were aged 40 to 54 (69%), while the other age
groups represented were 18 to 39 year olds (10%) and those aged 55 plus
(21%).
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
18-24
25-29
30-39
40-54
55-64
65+ 1%
20%
69%
6%
1%
3%
MTR (Ref: 8069-I)
Q1. Age
Advising Students
The main processes that influencers go through when giving advice to
students about their career choice were identified as:
� Establishing and refining student’s areas of interest using goals,
abilities and skills (65%)
� Encouraging them to talk to people e.g. Career Advisors, Guest
Speakers (25%)
� Using career resources sent to schools e.g. Ozjac Explorer, Job
Guide and Career DVD’s, etc (23%)
� Advising them to do something they love and are really interested in
(21%)
� Encouraging them to do more research (20%)
- 63 -
� Encouraging them to keep their options open in case their initial
choice is unsuccessful (19%)
Career advisors were more likely to indicate that they used career resources
sent to schools (53%), while a higher proportion of parents indicated that
they advised students to do something they love and are really interested in
(32%).
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Establish & refine student's areas of interest using goals, abilities & skills
Encourage them to talk to people eg, Career Advisors, Guest Speakers
Use career resources sent to schools eg, Ozjac Explorer,Job Guide and Career DVD's etc
Advise them to do something they love & are really interested in
Encourage them to do more research
Encourage them to keep their options open incase intitial choice is unsucessful
Look at all Uni''s, TAFE and study options etc in student's interested field
Visit Open days/Career Nights/ Expos
General Discussion
One on one counselling
Parental Views
Check choices are achievable & realistic
Arrange Work Experience/ work experience taken previously
Other- not coded 5%
8%
12%
12%
13%
15%
15%
17%
19%
20%
21%
23%
25%
65%
MTR (Ref: 8069-I)
Q5. What process do you go through when giving advice to students about theircareer choice?
When those surveyed were asked in what ways they influenced students in
their choice of higher education institution, the main responses were:
� Providing advice on career options (84%)
� Providing advice on courses offered (80%)
� Providing advice on students academic level (66%)
� Providing advice on location (62%)
� Providing advice on university reputation (47%)
� Providing advice on university fees (31%)
A significantly higher proportion of career advisors indicated that they
provided advice in most of the areas outlined above.
- 64 -
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
% of respondents
Provide advice on career options
Provide advice on courses offered
Provide advice on students academic level
Provide advice on location
Provide advice on university reputation
Provide advice on university fees
Encourage them to look at all possible options & compare
Encourage to attend Open days
Students need- chosen career choice or course choice
Accommodation & Living away from home costs & facilities
I don't try to influence
Alternative Entry schemes available
Encourage research on the internet & in handbooks
Forms of student assistance available
Transport options & Travel costs
Use guest speakers
Other
Don't know 2%
2%
1%
1%
1%
2%
2%
3%
4%
5%
5%
5%
31%
47%
62%
66%
80%
84%
MTR (Ref: 8069-I)
Q6. In what way do you influence students in their choice of higher educationinstitution?
Recommending Universities
Four main universities were named by influencers when asked which ones
they would consider recommending to students when they leave school,
those being:
� Sydney University (86%)
� Macquarie University (83%)
� University of New South Wales (81%)
� UTS (75%)
Others named included the Australian National University (59%), University
of Newcastle (49%), University of Wollongong (48%), UWS (46%),
University of New England (45%) and the University of Canberra (43%).
The incidence of naming Macquarie University and (as well as other
universities) was highest among career advisors (98%).
- 65 -
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
% of respondents
Sydney UniversityMacquarie University
University of New South WalesUniversity of Technology Sydney (UTS)
Australian National UniversityUniversity of NewcastleCharles Sturt University
University of WollongongUniversity of Western Sydney (UWS)
University of New EnglandUniversity of CanberraUniversity of Melbourne
Southern Cross UniversityLa Trobe University
University of QueenslandNotre Dame University
Wherever the right course offering is for the studentInterstate Universities- not specified
Australian Catholic UniversityOverseas Universities - not specified
OtherDon't know/ not sure
4%
5%
5%
30%
30%
32%
37%
43%
45%
46%
48%
48%
49%
59%
75%
81%
83%
86%
3%
5%
2%
3%
MTR (Ref: 8069-I)
Q7. Which universities would you consider recommending to students when theyleave school?
When those surveyed were asked what influences their decision on which
university to recommend, the courses offered, named by 87% was clearly
the main response. Other aspects named included:
� The location of the university (68%)
� The reputation of the university (64%)
� The availability of public transport (60%)
� The range of courses (58%)
� The flexibility of the courses (56%)
� Their UAI score (53%)
� The ability to change courses while at university (50%)
While parents were more likely to mention the reputation of the university
(70%), higher proportions of career advisors named the range of courses
offered (70%), the flexibility of the courses (73%), their UAI score (75%) and
the ability to change courses while at university (63%).
- 66 -
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
% of respondents
The courses offered
The location of the university
The reputation of the university
The availability of public transport
The range of courses
The flexibility of the courses
Their UAI Score
The ability to change courses while at university
The employment opportunities for graduates
The quality of the facilities
The quality of the teaching staff
The support services provided
The availability of scholarships
The fees
The opportunity to undertake postgraduate study
Its green open campus
Students ability,need,capabilities
Other
Don’t know/not sure
1%
5%
15%
16%
18%
34%
35%
40%
45%
48%
50%
53%
56%
58%
60%
64%
68%
87%
2%
MTR (Ref: 8069-I)
Q8. What influences your decision on which university to recommend?
Influencers named a range of course areas which they considered to be the
most popular for students to study, including:
� Business/Commerce (79%)
� Media/Journalism/Communications (62%)
� Arts and Humanities (60%)
� Finance/Economics (60%)
� Law (59%)
� Education (51%)
� Psychology (50%)
While higher proportions of careers advisors named Business/Commerce
(95%), Media/Journalism/Communications (75%) and Education (73%),
school teachers were more likely to name Media/Journalism/
Communications (81%), Arts and Humanities (74%) and Finance/
Q13. What do you think would make Macquarie University a more attractiveproposition?
- 71 -
Importance/Performance Analysis
The most important factors in making the decision on which university to
attend were identified as:
� The courses offered – average rating of 4.7
� The quality of the teaching staff – average rating of 4.6
� Expertise in the courses I am interested in – average rating of 4.5
� The employment opportunities for graduates - average rating of 4.5
� Having employers respect the courses – average rating of 4.4
� Having employers respect the university – average rating of 4.4
� Having easy access by public transport - average rating of 4.3
� The ability to change courses while at university – average rating of
4.3
� The flexibility within courses – average rating of 4.3
� Having a welcoming, friendly and caring environment - average rating
of 4.3
� The quality of the teaching facilities – average rating of 4.3
� Known for links to employers – average rating of 4.2
� The reputation of the university – average rating of 4.2
� Providing personal support to achieve my goals - average rating of
4.2
� Being academically superior - average rating of 4.2
� Being able to prepare for multiple careers - average rating of 4.1
� The location of the university – average rating of 4.1
� Being innovative – average rating of 4.1
Almost all of the specific aspects tested recorded perception ratings which
were below the importance ratings, with these results generally in the range
from 3.1 to 4.1. The highest ratings were recorded for the following:
� Green open campus – average rating of 4.1
� Allows students to live at home – average rating of 4.1
- 72 -
� The courses offered – average rating of 4.0
� The quality of the teaching staff – average rating of 4.0
� Expertise in the courses I am interested in – average rating of 4.0
� The location of the university – average rating of 3.9
� Being innovative – average rating of 3.9
� The ability to change courses while at university – average rating of
3.9
� The reputation of the university – average rating of 3.9
� The flexibility within the courses – average rating of 3.9
� International exchange – average rating of 3.9
� The quality of the teaching facilities – average rating of 3.9
� The employment opportunities for graduates – average rating of 3.9
Overall Perceptions of Macquarie University
The overall perception of Macquarie University was good, with 68% of these
students rating Macquarie University as excellent or good. The scaled
responses were as follows:
� Excellent (13%)
� Good (55%)
� Average (26%)
A significantly higher proportion of careers advisors (28%) rated Macquarie
University as excellent.
- 73 -
0% 10% 20% 30% 40% 50% 60%
% of respondents
Excellent
Good
Average
Don't know/ not sure 6%
26%
55%
13%
MTR (Ref: 8069-I)
Q16. Overall, how would you rate your perceptions of Macquarie University?
Importance/Performance Matrices
In analysing the results from the importance and performance questions, we
found that the majority of attributes fall into the top right hand quadrant, that
is, the High Performance Maintain Quadrant. This indicates that all these
attributes are very important and Macquarie University has to maintain its
performance in relation to them.
However, five attributes fell into the top left hand quadrant, that is, the
Maximum Priority Improvement Critical Quadrant. This indicates that those
attributes are very important to school influencers, and Macquarie University
should ideally improve its performance in relation to them. These attributes
were identified as:
� Prestige
� The availability of scholarships
� Social life
� Culturally enriching
� The fees
- 74 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- M
ACQUARIE UNIVERSITY AS A UNIVERSITY TO RECOMMEND (1) -
12345
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
Allows students to live at home
Green open campus
The courses offered
The quality of the teaching staff
Expertise in the courses I am interested in
The employm
ent opportunities for graduates
The ability to change courses while at university
The flexibility within the courses
The quality of the teaching facilities (lecture theatres, library etc.)
The reputation of the university
Being innovative
The location of the university
International exchange
Important
Less important
Satisfactory
Optimal
- 75 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- M
ACQUARIE UNIVERSITY AS A UNIVERSITY TO RECOMMEND (2) -
12345
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
Employers respect the course
A welcoming, friendly and caring environment
Able to prepare for multiple careers
Access to global networks/ communities
Teachers & career advisors recommend it
Being familiar with the university
Having an appealing/ beautiful campus environment
The opportunity to undertake related postgraduate study
The quality of the sport and recreational facilities
Multicultural environment
Employers respect the University
Known for strength in research
Easy access by public transport
Important
Less important
Satisfactory
Optimal
- 76 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- M
ACQUARIE UNIVERSITY AS A UNIVERSITY TO RECOMMEND (3) -
12345
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
Academically superior
Known for links with employers
Provides personal support to achieve m
y goals
Globally competitive
The availability of scholarships
Prestige
Culturally enriching
Social life
Reasonable balance of overseas students
Parents prefer it
The fees
Having history and tradition
Important
Less important
Satisfactory
Optimal
- 77 -
Gap Analysis
We then plotted the ten most important aspects from the previous question
and determined the gaps between these ratings and the corresponding
satisfaction ratings for these attributes.
There were a number of significant gaps identified, as outlined in the
following chart.
TOP TEN IMPORTANCE ATTRIBUTES VS PERFORMANCE OF MACQUARIE UNIVERSITY
- INFLUENCERS -
4.0 4.0 4.0 3.9 3.8 3.73.9 3.9 3.9 3.8
4.34.34.34.34.44.44.54.54.64.7
1
2
3
4
5
The courses
offered
The quality of
the teaching
staff
Expertise in the
courses I am
interested in
The
employment
opportunities
for graduates
Employers
respect the
course
Employers
respect the
University
The ability to
change
courses while
at university
The flexibility
within the
courses
The quality of
the teaching
facilities
(lecture
theatres, library
etc.)
A welcoming,
friendly and
caring
environment
Performace Importance
- 78 -
Sources of Information
The main sources of information that influencers use to find out what higher
education institutions offer were identified as brochures/pamphlets (76%),
the internet (66%), careers advisors (67%), visiting the campus (59%), the
media (56%), information from school (52%), attending open days (50%),
careers markets (47%) and friends (46%).
While careers advisors were more likely to name the internet (95%),
brochures/pamphlets (95%), visiting the campus (87%), the media (49%),
careers markets (79%) and open days (67%), a higher proportion of parents
named friends (61%).
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
Brochures/pamphletsCareers advisors
Visited the CampusMedia (i.e. newspapers, radio, television etc)
Information from schoolWent to an open day
Careers marketFriends
Internet-Individual Official University websites/Home pages search for coursesParents/ other relatives
Phone the institutionInternet-Google/Yahoo
InternetInternet-UAC website/Course guide
Internet-Search Engines-university or course comments specifiedInternet-Macquarie Uni website/Home page for course availability & info re campus & facilities
Internet-Sydney University website/www.usyd.edu.auInternet-University NSW website/www.unsw.edu.au
OtherDon’t know/not sure 3%
3%
2%
2%
5%
6%
7%
9%
10%
31%
31%
40%
46%
47%
50%
52%
56%
59%
67%
76%
MTR (Ref: 8069-I)
Q18. What sources of information do you use to find out about what highereducation institutions offer?
The most useful sources of information were considered to be
brochures/pamphlets (63%), attending an open day (53%), visiting the
campus (52%), careers advisors (51%), information from school (38%) and
the careers market (34%).
Careers advisors were again more likely to name brochures/pamphlets
(89%), visit the campus (66%) and careers markets (58%), while a higher
proportion of parents named information from school (47%).
- 79 -
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Brochures/pamphlets
Went to an open day
Visited the Campus
Careers advisors
Information from school
Careers market
Phone the institution
Friends
Internet-Official University websites/Homepages
Media (i.e. newspapers, radio, television etc)
Parents/ other relatives
Internet
Internet-Google/Yahoo
Internet-Handbooks/Course guides/Degree related information
Internet-Internet search-not specific
Internet-Internet search- course specific
Internet-University Admissions Centre (UAC)
Don’t know/not sure
Other 1%
2%
2%
2%
6%
7%
9%
12%
20%
22%
23%
24%
28%
34%
38%
51%
52%
53%
63%
MTR (Ref: 8069-I)
Q19. What sources of information do you consider to be the most useful?
Four in five (81%) of those surveyed indicated that the information provided
by Macquarie University is about the same as that provided by other
universities. There were similar proportions who considered this information
to be better (9%) and worse (10%).
There were few variances to these responses among the groups surveyed.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
% of respondents
About the same
Worse-Little or no information received from Macquarie
Worse-Needs more advertising/publicity
Not as good
Better-Able to access information easily/clear/comprehensive information
Q20. Thinking about all information sources, how would you rate the informationprovided by Macquarie University compared to the information provided by otheruniversities?
- 80 -
The main sources of information that the influencers surveyed had used to
find about Macquarie University were identified as:
� Brochures/pamphlets (56%)
� Visited the campus (47%)
� Careers advisors (40%)
� Information from the school (36%)
� The Internet (36%)
� Went to an open day (32%)
Higher proportions of careers advisors named brochures/ pamphlets (92%),
visiting the campus (84%), careers advisors (61%), open days (53%) and
the internet (55%).
0% 10%20%30%40%50%60%
% of respondents
Brochures/pamphletsVisited the Campus
Careers advisorsInformation from school
Went to an open dayCareers market
Media (i.e. newspapers, radio, television etc)Phone the institution
FriendsParents/ other relatives
InternetInternet-Macquaire Uni website/Home page for course availability & info re campus & facilities
Internet-Google/YahooInternet-Individual Official University wesites/Homepages search for courses
Internet-www.mq.edu.au/Specific links from this siteInternet-Search Engines-university or course comments specified
Internet-Can't remember/Too long ago to rememberInternet-UAC website/Course guide
Q21. What sources of information have you used to find out about MacquarieUniversity?
- 81 -
When considering the specific communications provided by Macquarie
University, the following results were recorded.
Good Average Needs Improvement
Opportunities to visit and experience the university
48% 24% 4%
Shows access pathways into university
38% 19% 11%
Clear and detailed information on course requirements and program structure
37% 30% 9%
Show flexibility in course choices 37% 26% 8%
Simple language, minimal jargon 33% 30% 4%
Use a tone and style young people relate to
29% 31% 7%
Showcases its areas of excellence 28% 31% 7%
Practical information about campus and procedures
28% 33% 10%
Lively and engaging presentations 25% 30% 4%
Website brings the university to life 24% 38% 9%
Information about potential careers, courses required and graduates actual career paths
21% 40% 13%
Communicate the achievement of academic stars
21% 24% 9%
Involve current students in communication with schools
18% 25% 18%
Show interest in my personal goals 12% 29% 7%
University Open Days
The most important aspects of attending a university open day were
identified as speaking to academics, lecturers and knowledgeable advisors
face to face (27%), clear explanations of each course offered, its structure
and where it leads (18%), having current students to talk to who are doing
the same course (15%) and graduates to speak to (10%).
There results were relatively consistent among the groups surveyed.
- 82 -
0% 10% 20% 30%
% of respondents
Speak to Academics, Lecturers & Knowledgeable Advisors face to faceClear explanation of each course offered, its structure & where it leads
Current students to talk to who are doing the same courseGraduates to speak to
Guides/Tours-choice of whole campus or subject specific areasKnowledgeable Career Advisors to speak one on one to
More info,clarification on my degree/Best benefits, pathwaysClear Enrolment information proceedures/Clearer Admin information
Straight forward,relevant, non conflicting info & answers to my questionsMore dates & times for open days throughout year eg, school holidays, weekends etc
Brochures/Pamphlets/BookletsAdvertising/ More notice of dates for Open Day
Info outlining everything available to me on Open DayCareer Advisor Days
Visits/Tours available not on open day for schools-students & staffInfo on the Uni itself- day to day,'uni life',resources & facilities available
Attitude, Enthusiasm,Welcoming approachEnsure open day doesn't clash with other Universitites
Provide assistance for Rural schools to visitBetter maps & signage
Never attended an Open DayOther-not coded
Not sure/Don't know 2%
14%
3%
3%
3%
3%
3%
3%
4%
4%
4%
5%
6%
7%
8%
8%
9%
9%
9%
10%
15%
18%
27%
MTR (Ref: 8069-I)
Q23. What would be most helpful to you in attending a university open day?
Perceptual Mapping
The findings of the Perceptual Mapping reveal that Macquarie University is
considered to provide a wide range of courses, have good facilities, a
multicultural environment, be flexible, personally supportive and have a
reasonable balance of overseas students.
UTS is regarded as having a commercially relevant approach, having a
good relationship with business, being innovative and creative and
delivering practical outcomes.
Sydney University and the University of New South Wales share different
attributes, including being well resourced, research focused, academically
outstanding, internationally recognised, globally competitive, prestigious and
having a long tradition.
UWS is the most differentiated of the brands, and it is recognised as a being
a university to go to if you are not accepted into the top universities.
- 83 -
8069 Macquarie University - Influencers
UWS
UTS
Uni NSW
Sydney
Macquarie
Well resourced Well regarded qualifications
Research focused
Reasonable balance of overseas
students
Promotes itself well
Prestigious
Practical outcomes
Personally supportive Multicultural environment
Long tradition
Job opportunities
Internationally recognised
Innovative
Green open campus
Good social life
Good reputation
Good relationship with business
Good public transport
Good facilities
Globally competitive
Flexible
Creative
Convenient location
Commercially relevant approach
Academically outstanding
A wide range of courses
A university to go to if you are not
accepted into the top u
- 84 -
Undergraduate Students
- 85 -
Summary
Demographics, Student and Course Attributes
The gender mix of the Postgraduate HDR Students who responded to the
survey was similar (45% males, 55% females).
Male45%
Female55%
MTR (Ref: 8069-MPHDR)
Q2. Gender
The overwhelming majority (91%) were in the 20 to 49 age group – 21 to 24
(23%), 25 to 29 (33%), 30 to 39 (22%) and 40 to 49 (13%). A considerably
higher proportion of the domestic students were aged 40 plus, while
international were more likely to be aged under 40 years of age.
0% 10% 20% 30% 40%
% of respondents
17-18
21-24
25-29
30-39
40-49
50-59
60+ 2%
7%
13%
22%
33%
23%
<1%
MTR (Ref: 8069-MPHDR)
Q1. Age
- 86 -
There was an even mix of domestic (52%) and international (48%) who
participated in the survey.
0% 10% 20% 30% 40% 50% 60%
% of respondents
Domestic student
International student
Other <1%
47%
52%
MTR (Ref: 8069-MPHDR)
Q4. Are you enrolled as....
More than three quarters (76%) indicated that their PhD program was
combined coursework and research, while the remainder (24%) stated that
their program was pure research.
The incidence of undertaking a pure research program was higher amongst
domestic students (33%), while combined research and course work was
more likely to be undertaken by international students (85%).
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
Pure research
Combined research and course work 76%
24%
MTR (Ref: 8069-MPHDR)
Q5. Is your PHD program....
- 87 -
Most (70%) indicated that they were not receiving any funding or
scholarship support.
The main forms of support identified were the Research Training Scheme -
RTS (7%), the Macquarie Research Excellence Scheme – MQRS (7%),
Departmental scholarship (4%), Australian Postgraduate Award – APA (3%)
and employer (2%).
There were, however, significantly higher proportions of pure research
students (70%) who were receiving some form of income support, in
particular, the Research Training Scheme - RTS (26%) and the Macquarie
Research Excellence Scheme – MQRES (25%).
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
Research Training Scheme (RTS)
Macquarie Research Excellence Scheme (MQRES)
Departmental scholarship
Australian Postgraduate Award (APA)
Employer work
International Postgraduate Research Scheme
Other (not coded)
Don't know
No funding or scholarship support 70%
3%
9%
1%
2%
3%
4%
7%
7%
MTR (Ref: 8069-MPHDR)
Q6. Are you receiving support from.....
The overwhelming majority of students (88%) indicated that they were
studying on campus, while the remaining 12% were studying courses
externally.
Pure research students (96%) and international students (93%) were more
likely to be studying on campus.
- 88 -
On campus88%
Externally12%
MTR (Ref: 8069-MPHDR)
Q8. Are you studying....
Approximately three quarters (74%) of respondents indicated that they were
working while studying, as outlined below:
� Working full time in a career related role (27%)
� Working part time/casual not in a career related role (18%)
� Working part time/casual in a career related role (15%)
� Part time/casual as a tutor (8%)
� Working full time not in a career related role (5%)
� Part time/casual in academic research (4%)
� Not working (26%)
Higher proportions of international students (42%) and full time students
(39%) indicated that they were not working while studying.
- 89 -
0% 10% 20% 30%
% of respondents
Full time - in a career related role
Full time - not in a career related role
Full time - in academic research
Part time/ casual - not in a career related role
Part time/ casual - in a career related role
Part time/ casual - as a tutor
Part time/ casual - in academic research
Not working 26%
4%
8%
15%
18%
1%
5%
27%
MTR (Ref: 8069-MPHDR)
Q9. Are you working....
Almost one quarter (24%) of those surveyed indicated that they enrolled in a
PhD program after a break from study of less than five years, while after a
break from study of more than five years (21%), immediately after
completing an undergraduate degree (15%) and immediately following a
masters or other postgraduate qualification (9%) were the other responses.
Those aged 40 plus (48%) and domestic students (33%) were more likely to
have enrolled after a break of more than five years, while a higher
proportion of pure research students had enrolled after a break from study
of less than five years (40%).
0% 10% 20% 30% 40%
% of respondents
Immediately following an undergraduate degree
Immediately following a masters or other Postgraduate qualification
After a break from study (of less than 5 years)
After a break from study (of more than 5 years)
Don't know/ not sure 30%
21%
24%
9%
15%
MTR (Ref: 8069-MPHDR)
Q10. Did you enrol in a PHD program....?
- 90 -
Undertaking Postgraduate Study
A number of reasons for undertaking their PhD were identified, including:
� Interested in the area I am studying (56%)
� Support career development (36%)
� Wanted to conduct and continue original research (33%)
� Seeking an academic career (28%)
� For the recognition and status of having a PhD (27%)
� Needed further qualifications for the job I wanted (21%)
� Pathway to financial security (14%)
� Influenced by family/friends (9%)
With the exception of supporting career development, pure research
students were more likely to name most of the reasons above, in particular,
interested in the area I am studying (85%), wanted to conduct and
contribute original research (62%), for the recognition and status of having a
PhD (42%) and seeking an academic career (42%).
Conversely, supporting career development was named by a higher
proportion of those undertaking combined research and coursework (42%),
as well as students studying part time (47%).
0% 10% 20% 30% 40% 50% 60%
% of respondents
Interested in the area I am studying
Support career development
Wanted to conduct and contribute original research
Seek an academic career
For the recognition and status of having a PHD
Needed further qualifications for the job I wanted
Pathway to financial security
Influenced by family/ friends
Could not get a job
Other
Don’t know/not sure 13%
6%
4%
9%
14%
21%
27%
28%
33%
36%
56%
MTR (Ref: 8069-MPHDR)
Q11. Why did you choose to undertake your PHD?
- 91 -
The main feeder institutions for these students were identified as overseas
universities (47%). The other main institutions named were Macquarie
University (22%), Sydney University (8%) and the University of New South
Wales (6%).
The incidences of naming Macquarie University were higher amongst
domestic students (36%), pure research students (34%) and those aged 40
plus (33%), while overseas were more likely to be named by full time
students (61%) and combined research and course work students (59%).
0% 10% 20% 30% 40% 50%
% of respondents
Overseas University
Macquarie University
Sydney University
University of New South Wales
Australian National University
University of Melbourne
University of Queensland
University of Technology Sydney (UTS)
Charles Sturt University
University of Newcastle
University of Western Sydney (UWS)
University of Wollongong
Southern Cross University
University of New England
Other (not coded)
Don't know/ not sure 1%
10%
1%
1%
1%
1%
1%
1%
2%
2%
2%
2%
6%
8%
22%
47%
MTR (Ref: 8069-MPHDR)
Q12. At which university did you complete your Undergraduate study?
Macquarie University, named by three quarters (75%) of those surveyed,
was clearly the main university these students considered for their PhD.
Others named included Sydney University (29%), University of New South
Wales (22%), Australian National University (11%) and UTS (10%).
Higher proportions of pure research students (90%) and domestic students
(85%) named Macquarie University.
- 92 -
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
Macquarie University
Sydney University
University of New South Wales
Australian National University
University of Melbourne
University of Technology Sydney (UTS)
Overseas University
University of Queensland
University of Western Sydney (UWS)
University of Wollongong
University of Newcastle
Southern Cross University
University of New England
Charles Sturt University
La Trobe University
Other
Don't know/ not sure 11%
6%
1%
1%
2%
2%
3%
3%
6%
7%
7%
10%
11%
11%
22%
29%
75%
MTR (Ref: 8069-MPHDR)
Q13. Which universities did you consider for your PHD?
Business/Commerce (20%), Arts and Humanities (14%), Linguistics (11%),
Science (10%), Education (9%) and Finance/Economics (8%) were among
the broad disciplines in which PhD studies were being undertaken.
Pure research students (27%) and domestic students (23%) were more
likely to name Arts and Humanities, while the incidences of naming
Business/Commerce were higher amongst international students (31%) and
International / Multicultural / Culturally diverseFees & Costs comments / Funding & Scholarship / Not delivering - no value for money
Teachers - lack of support, poor quality, not helpfulGreat Leanring and study environment
Not supportive to mature age students / post grad studentsFlexibility
Relaxed / Open UniDisorganised
Lack of communicationOther (not coded)
3%
3%
3%
3%
4%
4%
5%
5%
5%
5%
7%
7%
7%
8%
9%
9%
10%
11%
13%
13%
28%
22%
MTR (Ref: 8069-MPHDR)
Q16. What are your perceptions of Macquarie University?
Main Competitors to Macquarie University
Two main competitors to Macquarie University for PhD research in
respondents’ fields were identified, those being Sydney University (48%)
and the University of New South Wales (41%). Others named included
Australian National University (22%), University of Melbourne (22% and
UTS (12%).
There were few variances to these responses among the groups surveyed.
0% 10% 20% 30% 40% 50%
% of respondents
Sydney University
University of New South Wales
Australian National University
University of Melbourne
University of Technology Sydney (UTS)
University of Wollongong
University of Queensland
University of Western Sydney (UWS)
La Trobe University
University of New England
University of Newcastle
Monash University
Charles Sturt University
Southern Cross University
Other (not coded)
Don't know/ not sure 18%
12%
1%
1%
3%
3%
4%
4%
5%
5%
8%
12%
22%
22%
41%
48%
MTR (Ref: 8069-MPHDR)
Q17. Overall, which universities do you consider to be the main competitors toMacquarie University for PHD research in your field?
- 96 -
Choosing Macquarie University
A range of reasons for choosing Macquarie University were identified,
including:
� The reputation of a specific academic (31%)
� An existing relationship with a potential supervisor (31%)
� The location of the university (30%)
� The reputation of the university (29%)
� Being familiar with the area (25%)
� Supervision available in my field of interest (25%)
� The quality of the teaching staff (20%)
Pure research students were more likely to name an existing relationship
with a potential supervisor (59%), supervision available in my field of
interest (47%), the availability of research funding, resources and facilities
(29%), the availability of scholarships (26%) and the reputation or strength
of a research group (24%). Other variances included:
� Higher proportions of domestic students named an existing
relationship with a potential supervisor (41%), the location of the
university (38%), being familiar with the area (36%) and supervision
available in my field of interest (34%).
� For overseas students, the experience of the country/city (27%), the
overseas education agency (27%) and the fees (15%) were more
important.
- 97 -
0% 10% 20% 30% 40%
% of respondents
Reputation of a specific academicAn existing relationship with a potential supervisor
The location of the universityThe reputation of the university
I am familiar with the areaSupervision available in my field of interest
The quality of the teaching staffAvailability of research funding, resources and facilities
Reputation or strength of a research groupThe availability of scholarships
I wished to experience this country/ cityOverseas Education AgencyThe quality of the facilities
Lecturers or academics in my networkThe fees
My friends go to MacquarieThe employment opportunities on completion
Its green open campusThe support services provided
My academic transcript results enabled me to get inRelatives influenced me
The employment opportunities while studyingMy Careers Advisor encourage meThe availability of public transport
Other (not coded)Don’t know/not sure
5%6%
8%8%
9%9%9%
11%12%12%13%13%
17%17%
20%25%25%
29%30%31%31%
3%8%
3%4%
5%
MTR (Ref: 8069-MPHDR)
Q18. Why did you choose Macquarie University?
Almost two thirds (61%) of the students surveyed indicated that Macquarie
University has a better reputation for some research areas over others. The
main areas named were Accounting/Finance (19%), Linguistics and
Psychology (16%) and Business Studies/Management (11%).
0% 10% 20% 30% 40%
% of respondents
Don't know/ not sure
Yes - Accounting / Finance
Yes - Linguistic & Psychology
Yes - Business Studies / Management
Yes - History - Ancient / Modern Australian / Art
Yes - Environment & Life Science
Yes - Education / Teaching
Yes - Science
Yes - not coded
No 6%
17%
4%
4%
9%
9%
11%
16%
19%
34%
MTR (Ref: 8069-MPHDR)
Q19. Does Macquarie University have a better reputation for some research areasover others?
- 98 -
Making Macquarie University a More Attractive Proposition
A number of initiatives were identified by PhD students to make Macquarie
University a more attractive proposition. These included:
� Better/new facilities and resources (16%)
� Upgrade infrastructure – buildings and classrooms (14%)
� Improve the quality of the teaching staff (12%)
� More/better courses/degree options (12%)
� Improve the reputation (11%)
� More funding (11%)
There were few variances to these responses among the groups surveyed.
0% 10% 20% 30%
% of respondents
Better / new facilities / resources
Upgrade infrastructure - new buildings, refurbish classrooms
Improve / maintain quality of teaching staff
More / better courses, degrees, double degree options
Improve reputation
More funding
Better IT support, facilities, labs, wireless internet
Public transport comments - railway / more access
Improve student support - counselling / mentoring / legal issues
Lower / affordable fees
More student - involvement, services, activities, social events
Buildings & grounds - more aesthetically pleasing / more open spaces, relaxing environment
Other (not coded)
Don't know 12%
27%
5%
6%
6%
6%
8%
9%
11%
11%
12%
12%
14%
16%
MTR (Ref: 8069-MPHDR)
Q20. Considering the university as a whole, what do you think would makeMacquarie University a more attractive proposition?
- 99 -
Importance/Performance Analysis
The most important factors in making the decision of which university to
undertake PhD study were identified as:
� The quality of the academic staff – average rating of 4.5
� Expertise in the research topics I am interested in – average rating of
4.4
� Supervisor support – average rating of 4.4
� Online resources - average rating of 4.2
� Reputation of professor/supervisor - average rating of 4.2
� Academically superior – average rating of 4.1
� The reputation of the university – average rating of 4.1
� Known for strength in research - average rating of 4.1
� Strong research group - average rating of 4.1
� Efficient and professional administration – average rating of 4.1
� The research areas are supported – average rating of 4.1
� Good value and service for money invested - average rating of 4.0
� Provides personal support to achieve my goals – average rating of 4.0
� Research funding and focus - average rating of 4.0
� A welcoming, friendly and caring environment – average rating of 4.0
Almost all of the specific aspects tested recorded satisfaction ratings were
below the importance ratings, with these results generally in the range from
3.3 to 3.8. The highest satisfaction ratings were recorded for the following:
� The quality of the academic staff – average rating of 3.8
� Reputation of a professor/supervisor – average rating of 3.8
� Online resources – average rating of 3.8
� Having an appealing/beautiful campus environment – average rating
of 3.8
� Green open campus – average rating of 3.8
� Known for strength in research – average rating of 3.7
- 100 -
� A welcoming, friendly and caring environment – average rating of 3.7
� Expertise in the research topics I am interested in – average rating of
3.7
� Supervisor support – average rating of 3.7
� Being familiar with the university – average rating of 3.7
� The location of the university – average rating of 3.7
� Employers respect the university – average rating of 3.6
� The research areas are supported – average rating of 3.6
� The reputation of the university – average rating of 3.6
Overall Satisfaction With Macquarie University
The overall satisfaction rating for Macquarie was relatively high at 3.7, with
almost three quarters (72%) of these students indicating that they were
satisfied. The scaled responses were as follows:
� Very Satisfied (11%)
� Satisfied (61%)
� Neither satisfied nor dissatisfied (15%)
� Not satisfied (11%)
� Not at all satisfied (1%)
These findings were generally consistent among the groups surveyed.
- 101 -
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Very satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Not at all satisfied
Don't know/ not sure 1%
1%
11%
15%
61%
11%
MTR (Ref: 8069-MPHDR)
Q23. Overall, how satisfied are you with Macquarie University?
Importance/Performance Matrices
Most of the attributes tested recorded high importance ratings and
satisfaction ratings which were satisfactory. This places these attributes in
the High Performance Maintenance Quadrant.
The aspects which recorded high importance ratings and satisfaction ratings
which were below satisfactory were identified as:
� Strong research group
� Academically superior
� Being innovative
� Research group support
� Globally competitive
� Prestige
� Good value and service for money invested
� Research funding and focus
� Work space and facilities
� The availability of scholarships
� Employers respect the research area at the university
- 102 -
� Fair and transparent management on research funds
� Access to global networks/ communities
� University rankings
� Efficient and professional administration
� Research areas supported on completion
� The employment opportunities on completion
� The fees
These findings are outlined in the following charts.
- 103 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS
- IN RELATION TO MAKING A DECISION W
HERE TO STUDY A PHD (1) -
12345
12
34
5
Perform
ance rating
Importance rating
Reputation of a professor/ supervisor
The quality of the academic staff
Online resources
Having an appealing/ beautiful campus environment
Green open campus
Expertise in the research topics I am interested in
Supervisor support
The location of the university
A welcoming, friendly and caring environment
Being familiar with the university
Known for strength in research
The research areas supported
Important
Less important
Satisfactory
Optimal
- 104 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS
- IN RELATION TO MAKING A DECISION W
HERE TO STUDY A PHD (2) -
12345
12
34
5
Perform
ance rating
Importance rating
The reputation of the university
Employers respect the University
Allows m
e to live close to
Academically superior
Strong research group
Research group support
Continuing at same university studied at previously
Multicultural environment
Globally competitive
Being innovative
Prestige
The quality of the sport and recreational facilities
Important
Less important
Satisfactory
Optimal
- 105 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS
- IN RELATION TO MAKING A DECISION W
HERE TO STUDY A PHD (3) -
12345
12
34
5
Perform
ance rating
Importance rating
Employers respect the research area at the university
Work space and facilities
Provides personal support to achieve m
y goals
Research funding and focus
University rankings
Study near work
Access to global networks/ communities
Good value and service for money invested
The availability of scholarships
Chance to study and work at same university
Culturally enriching
Fair and transparent management of research funds
Important
Less important
Satisfactory
Optimal
- 106 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS
- IN RELATION TO MAKING A DECISION W
HERE TO STUDY A PHD (4) -
12345
12
34
5
Perform
ance rating
Importance rating
Commercially relevant approach
Having history and tradition
International exchange opportunities
Research areas supported on completion
Known for links with employers
Efficient and professional administration
Easy access by public transport
The fees
Reasonable balance of overseas students
Social life
Equitable opportunities for domestic and overseas students
The employm
ent opportunities on completion
Important
Less important
Satisfactory
Optimal
- 107 -
Gap Analysis
We then plotted the ten most important aspects from the previous question
and determined the gaps between these ratings and the corresponding
satisfaction ratings for these attributes.
There were a number of significant gaps identified, as outlined in the
following chart.
TOP TEN IMPORTANCE ATTRIBUTES VS PERFORMANCE OF MACQUARIE UNIVERSITY
- POST GRADUATE HRD -
3.8 3.7 3.7 3.8 3.8
3.5
3.2
3.73.5 3.6
4.14.14.14.14.14.24.24.44.4
4.5
1
2
3
4
5
The quality of the
academic staff
Expertise in the
research topics I
am interested in
Supervisor
support
Online resources Reputation of a
professor/
supervisor
Academically
superior
Efficient and
professional
administration
Known for
strength in
research
Strong research
group
The reputation of
the university
PERFORMANCE IMPORTANCE
- 108 -
Ranking of Universities
Those surveyed ranked Macquarie University equal second with the
University of New South Wales when asked which is the best of the main
Sydney universities. The results were as follows:
� Sydney University – average ranking of 1.8
� Macquarie University – average ranking of 2.4
� University of New South Wales – average ranking of 2.4
� UTS – average ranking of 3.9
� UWS – average ranking of 4.6
The ranking for Macquarie university was significantly higher amongst
domestic students (2.1) compared to international students (2.7).
Macquarie University, however, clearly ranked first in terms of leading in
innovation and being the best university for my course, as evidenced by the
following results.
Leading in innovation The best university for my research
Macquarie University 2.1 (1) 1.8 (1)
University of New South Wales 2.6 (2) 2.9 (3)
Sydney University 2.8 (3) 2.2 (2)
UTS 3.2 (4) 3.9 (4)
UWS 4.3 (5) 4.2 (5)
In relation to the best university for my course, Macquarie University ranked
significantly higher amongst domestic students (1.5) compared to
international students (2.2). International students ranked Sydney university
(1.9) considerably higher than the average in this respect.
- 109 -
Innovation
A number of attributes of an innovative university were identified, including:
� Ability to change to meet current needs (60%)
� Unique/different to other universities (40%)
� Cutting edge research (40%)
� New facilities/resources/hi tech equipment (30%)
� Flexible learning environment (20%)
� Knowledgeable/supportive/competent staff (20%)
� Up to date facilities/services/IT equipment (20%)
There were few variances to these responses among the groups surveyed.
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Ability to change to meet current - community / career trends
Innovative / unique / different to other uni's
Research - cutting edge student inovlvement / used within uni / funding
Access to cutting edge / modern technology
New / improved facilities / resources / high tech equipment
Flexible learning environment
Staff - knowledgeable / supportive / competent
Up to date facilities / services / wireless internet / computers
Courses / units / degrees - new / interesting / relevant / varied / flexible
Teaching methods - new / creative / flexible 10%
10%
20%
20%
20%
30%
30%
40%
40%
60%
MTR (Ref: 8069-MPHDR)
Q27. If a university was to describe itself as innovative, what would you expect tosee or experience there?
More than half (58%) of those surveyed considered Macquarie University to
be innovative compared to other universities, while just 7% stated that the
institution was not innovative. The specific responses were:
� Very innovative (15%)
� Innovative (43%)
- 110 -
� Neutral (28%)
� Not innovative (5%)
� Not at all innovative (2%)
These findings were generally consistent among the groups surveyed.
0% 10% 20% 30% 40% 50%
% of respondents
Very innovative
Innovative
Neutral
Not innovative
Not at all innovative
Don't know/ not sure 7%
2%
5%
28%
43%
15%
MTR (Ref: 8069-MPHDR)
Q28. How innovative do you consider Macquarie University to be compared toother universities?
Those who considered Macquarie University to be innovative named the
following main reasons for these views:
� Research – current and past studies (27%)
� Courses offered/course structures (20%)
� Always trying to expand areas of expertise/evolving (14%)
� Growing in terms of leading the way, reputation and recognition (13%)
� Resources and facilities (13%)
These findings were generally consistent among the groups surveyed.
- 111 -
0% 10% 20% 30%
% of respondents
Research - current & past studies, opportunities to participate
Course structures / courses offered / New courses - diverse variety
Always trying to expand areas of expertise / Evolving
Growing - leading the way, reputation, recognition
Resources & Facilities
Slogan says so / they advertise & promote themselves that way
Flexibility / open learning
Offers things other uni's can't or don't
Teaching methods
Good / knowledgeable staff, always available, supports
It's young /relatively young
Leadership programme
Technology - online opportunities
Other (not coded)
Don't know 3%
14%
3%
3%
5%
5%
6%
6%
6%
9%
13%
13%
14%
20%
27%
MTR (Ref: 8069-MPHDR)
Q29. Why do you consider Macquarie University to be an innovative university?
Sources of Information
The main sources of information that students used to find out what higher
education institutions offer in relation to postgraduate study were identified
as the internet (68%), visited the campus (29%), employers/work colleagues
(27%), academic journals for information on research (26%),
brochures/pamphlets (24%), friends and relatives (24%), the media (22%)
and overseas study agencies (21%).
Pure research students (40%) and domestic students (37%) were more
likely to name visited the campus, while higher proportions of international
students named the internet (76%), overseas study agencies (47%), the
media (31%), and careers advisors (19%).
- 112 -
0% 10% 20% 30% 40%
% of respondents
Internet - Search Engine - Universities / post grad courses / research opportunities
Visited the Campus
Employers/ work colleagues
Academic journals for information on research
Brochures/pamphlets
Friends and relatives
Media (i.e. newspapers, radio, television etc)
Overseas Study Agencies
Internet - Macquarie Uni Website - course availability / research scholarships
Internet- not coded
Internet - Google / Yahoo
Careers advisors
Went to an open day
Phone the institution
Internet - Don't remember / Too long ago
Other- not coded
Don’t know/not sure 5%
11%
4%
7%
9%
11%
13%
15%
19%
21%
22%
24%
24%
26%
27%
29%
33%
MTR (Ref: 8069-MPHDR)
Q31. What sources of information did you use to find out about what highereducation institutions offer in relation to Postgraduate Study?
The most useful sources of information were considered to be the internet
(53%), academic journals for information on research activity/interests/focus
(32%), employers/work colleagues (29%), visiting the campus (29%),
brochures/pamphlets (21%), friends and relatives (19%), attending an open
day (17%), careers advisors (15%) and the media (14%).
Again, pure research students (42%) and domestic students (36%) were
more likely to name visited the campus, while higher proportions of
international students named overseas study agencies (25%), careers
advisors (25%) and the media (23%).
0% 10% 20% 30% 40%
% of respondents
Academic journals for information on research activity/ interests/ focus
Employers/ work colleagues
Visited the Campus
Brochures/pamphlets
Internet
Friends and relatives
Internet -University websites / homepages
Went to an open day
Careers advisors
Media (i.e. newspapers, radio, television etc)
Overseas Study Agencies
Internet - Google
Phone the institution
Internet -Search engine - course specific / research / departments
Other
Don’t know/not sure 5%
23%
7%
8%
11%
11%
14%
15%
17%
19%
19%
20%
21%
29%
29%
32%
MTR (Ref: 8069-MPHDR)
Q32. What sources of information do you consider to be the most useful?
- 113 -
Three quarters (75%) of the students surveyed indicated that the
information provided by Macquarie University is about the same as that
provided by other universities. There was, however, more than twice as
many (17%) who considered this information to be better, than those who
indicated that it was not as good (8%).
There were no statistically significant variances to these responses among
the groups surveyed.
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
About the same
Better (not coded)
Better - Able to access information easily / Clear, comprehensive information
Not as good 8%
8%
11%
75%
MTR (Ref: 8069-MPHDR)
Q34. Thinking about all information sources, how would you rate the informationprovided by Macquarie University compared to the information provided by otheruniversities?
- 114 -
When considering the specific communications provided by Macquarie
University, the following results were recorded.
Good Average Needs Improvement
Simple language, minimal jargon 46% 39% 11%
Practical information about campus and procedures
30% 42% 22%
Use a tone and style I relate to 34% 48% 13%
Website brings the university to life 26% 46% 22%
Showcases its areas of excellence 25% 44% 25%
Information about potential careers, courses required and graduates actual career paths
22% 34% 31%
Communicate the achievement of academic stars
24% 40% 26%
Show interest in my personal goals 14% 43% 36%
There were relatively few variances to these responses among the groups
surveyed.
Recommending Macquarie University
The overwhelming majority of respondents (85%) indicated that they would
be happy to recommend Macquarie University to prospective students,
either wholeheartedly (24%), for certain courses or departments (60%) or
for other reasons (1%). Just 7% of those surveyed stated that they would
not do so.
There were few variances to these responses among the groups surveyed,
although a higher proportion of international students (14%) indicated that
they would not recommend Macquarie university to prospective students.
- 115 -
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Yes - for certain courses or departments
Yes - wholeheartedly
Yes - other reasons
Unsure
No 7%
12%
1%
24%
60%
MTR (Ref: 8069-MPHDR)
Q33. Would you recommend Macquarie to prospective students?
University Open Days
The most important aspects of attending a university open day were
identified as speaking to academics, lecturers and researchers (24%), to
experience life at university (18%), clear explanations of each course
offered, its structure and where it leads (17%), current students/graduates to
talk to who are doing the same course (14%) and brochures/ pamphlets/
books and information packs (11%).
Pure research students (34%) were more likely to indicate that they would
like to speak to academics, lecturers and researchers.
- 116 -
0% 10% 20% 30%
% of respondents
Speak to Academics, Lecturers, Researchers
To experience life at Uni, eg attend lecturers, meet new people
Clear explanations of each course offered, structure & where it leads
Current students / graduates to talk to who have ./ are doing same course
Never attended an Open day / not interested in attending one
Brochures / Pamphlets / Booklets / Information packs
Better maps & signage
Straight forward, relevant information & answers to my questions
Knowledgeable Career Advisors to speak to
Info outlining everthing available to me on open day
Other (not coded)
Don't know 8%
12%
3%
5%
8%
8%
11%
13%
14%
17%
18%
24%
MTR (Ref: 8069-MPHDR)
Q36. What would be most helpful to you in attending a university open day?
Perceptual Mapping
The findings of the Perceptual Mapping reveal that Macquarie University is
considered to be flexible, innovative, personally supportive, have a
reasonable balance of overseas students and a multicultural environment.
UTS is most closely associated with delivering practical outcomes, having a
commercially relevant approach, a convenient location and good public
transport.
Sydney University and the University of New South Wales share different
attributes, including having a good social life, being globally competitive,
internationally recognised, research focused, academically outstanding,
prestigious and having a long tradition.
UWS is the most differentiated of the brands, and it is recognised as a being
a university to go to if you are not accepted into the top universities.
- 117 -
8069 Macquarie University - Undergraduate - Oct 07
UWS
UTS
Uni NSW
Sydney
Macquarie
Long tradition
Prestigious
Commercially relevant approach
Globally competitive
A university to go to if you are not accepted
into the top universities
Reasonable balance of overseas students
Academically outstanding
Practical outcomes
Internationally recognised
Good relationship with business
Personally supportive
Promotes itself well
Well resourced
Good social life
Good public transport
Creative
Job opportunities
Good facilities Well regarded qualifications
Convenient locationResearch focused
Good reputation
A wide range of coursesss
Multicultural environment
Innovative
Flexible
Green open campus
- 118 -
Postgraduate Coursework Students
- 119 -
Summary
Demographics, Student and Course Attributes
The gender mix of the Postgraduate Coursework Students surveyed was
almost equal (47% males, 53% females).
Male47%Female
53%
MTR (Ref: 8069-MPCS)
Q2. Gender
The overwhelming majority (94%) were in the 20 to 49 age group – 21 to 24
(19%), 25 to 29 (31%), 30 to 39 (30%) and 40 to 49 (14%).
0% 10% 20% 30%
% of respondents
21-24
25-29
30-39
40-49
50-59
60+ 2%
4%
14%
30%
31%
19%
MTR (Ref: 8069-MPCS)
Q1. Age
- 120 -
There was a relatively even distribution of student types who participated in
the survey, as outlined below:
� International degree student (40%)
� Domestic fee paying student (33%)
� Domestic Commonwealth supported student (26%)
International degree students were more likely to be aged 18 to 39 (48%),
while higher proportions of domestic fee paying students (49%) and
domestic, Commonwealth supported students (43%) were aged 40 plus.
0% 10% 20% 30% 40% 50%
% of respondents
International degree student
Domestic, fee paying student
Domestic, Commonwealth supported student
Other 1%
26%
33%
40%
MTR (Ref: 8069-MPCS)
Q4. Are you enrolled as....
By far, most (83%) were enrolled in a Masters course, while significantly
lower proportions were enrolled in either Postgraduate Diplomas (10%) or
Postgraduate Certificates (6%).
The incidences of being enrolled in a Masters course were significantly
higher amongst international degree students (90%) and full time students
(89%).
- 121 -
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
% of respondents
Masters course
Postgraduate diploma
Postgraduate certificate 6%
10%
83%
MTR (Ref: 8069-MPCS)
Q5. Are you enrolled in....
There was an even mix of those who were studying full time (52%) and part
time (48%).
Part time study was more prevalent amongst domestic fee paying students
(83%), domestic, Commonwealth supported students (65%) and those aged
40 plus (78%). Conversely, international degree students (93%) and those
aged 18 to 39 (60%) were more likely to be studying on a full time basis.
Part time48%Full time
52%
MTR (Ref: 8069-MPCS)
Q6. Are you studying....
- 122 -
The incidence of studying on campus (82%) was significantly higher than
studying courses externally (18%).
Those studying on campus were more likely to be full time students (97%),
international degree students (93%) and those aged 18 to 39 (86%), while
higher proportions of those studying part time (34%) and those aged 40 plus
(31%) indicated that they were studying externally.
On campus82%
Externally18%
MTR (Ref: 8069-MPCS)
Q7. Are you studying....
Three quarters (75%) of respondents indicated that they were working while
undertaking study, as outlined below:
� Working full time in a career related role (35%)
� Working part time/casual not in a career related role (17%)
� Working part time/casual in a career related role (16%)
� Working full time not in a career related role (7%)
� Not working (24%)
Domestic fee paying students (66%), those studying part time (66%), those
aged 30 to 39 (65%), those studying externally (58%) and males (42%)
were more likely to be working full time in a career related role.
- 123 -
0% 10% 20% 30% 40%
% of respondents
Full time - in a career related role
Full time - not in a career related role
Part time/ casual - in a career related role
Part time/ casual - not in a career related role
Not working 24%
17%
16%
7%
35%
MTR (Ref: 8069-MPCS)
Q8. Are you working....
Most (76%) of those surveyed indicated that they enrolled in postgraduate
study after a break from study, either of less than five years (38%) or more
than five years (38%). Almost one quarter (22%), however, progressed
immediately after completing an undergraduate degree.
Higher proportions of those aged 40 plus (68%), domestic fee paying
students (62%) and those studying part time (61%) indicated that they
enrolled in postgraduate study after a break from study of more than five
years.
0% 10% 20% 30% 40%
% of respondents
Immediately following an undergraduate degree
After a break from study (of less than 5 years)
After a break from study (of more than 5 years)
Don't know/ not sure 2%
38%
38%
22%
MTR (Ref: 8069-MPCS)
Q9. Did you enrol in a postgraduate study....?
- 124 -
Undertaking Postgraduate Study
Three main reasons for undertaking postgraduate study were identified,
those being:
� Interested in the course I am studying (61%)
� Needed further qualifications for the job I wanted (49%)
� Offered the best career prospects (41%)
A higher proportion of domestic Commonwealth supported students (71%)
indicated that they were undertaking postgraduate study because they were
interested in the course they were studying, while those aged 18 to 39
(53%) were more likely to indicate that they needed further qualifications for
the job they wanted.
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Interested in the course I am studying
Needed further qualifications for the job I wanted
Offered the best career prospects
Pathway to financial security
Influenced by parents/ friends
Could not get a job
Other
Don’t know/not sure <1%
7%
2%
9%
18%
41%
49%
61%
MTR (Ref: 8069-MPCS)
Q10. Why did you choose to undertake Postgraduate study?
The main feeder institutions for these students were identified as overseas
universities (44%), however, many Australian universities were also named.
Macquarie University (14%) and Sydney University (12%) were the main
feeder institutions, however, a range of other universities were named,
including University of New South Wales (5%), UTS (4%), University of
Newcastle (2%) and UWS (2%).
- 125 -
The incidence of naming overseas universities was higher amongst full time
students (65%) and those aged 18 to 39 (50%). Macquarie University was
named by a higher proportion of domestic, Commonwealth supported
students (31%).
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Overseas University
Macquarie University
Sydney University
University of New South Wales
University of Technology Sydney (UTS)
University of Newcastle
University of Western Sydney (UWS)
Charles Sturt University
University of New England
University of Melbourne
University of Wollongong
Australian National University
University of Canberra
Southern Cross University
University of Queensland
Other (not coded)
Don't know/ not sure 2%
12%
<1%
<1%
1%
1%
1%
1%
1%
<1%
2%
2%
4%
5%
12%
14%
44%
MTR (Ref: 8069-MPCS)
Q11. At which university did you complete your Undergraduate study?
Macquarie University, named by the overwhelming majority (86%) of those
surveyed, was clearly the main university at which these students
considered undertaking postgraduate study. Others named included
Sydney University (34%), University of New South Wales (25%), UTS
(17%), the University of Melbourne (11%), the Australian National University
(9%) and UWS (7%).
Those naming Macquarie University were more likely to be studying full time
(90%).
- 126 -
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
% of respondents
Macquarie UniversitySydney University
University of New South WalesUniversity of Technology Sydney (UTS)
University of MelbourneAustralian National University
University of Western Sydney (UWS)University of QueenslandCharles Sturt University
University of New EnglandAGSM
La Trobe UniversityUniversity of Wollongong
MonashUniversity of CanberraUniversity of Newcastle
DeakinSouthern Cross University
Other (not coded)Don't know/ not sure
10%
0%
2%
2%
2%
2%
2%
2%
3%
3%
4%
5%
7%
9%
11%
17%
25%
34%
86%
1%
MTR (Ref: 8069-MPCS)
Q12. At which university did you consider undertaking Postgraduate studies?
The students surveyed identified a range of course areas within which they
were conducting their postgraduate study, including Business/Commerce
(21%), MBA (19%), Finance/Economics (13%), Linguistics (12%), Arts and
Humanities (10%), International studies (7%) and ICT/Computing Science
(6%).
Business/Commerce was named by higher proportions of those studying full
time (27%) and those aged 18 to 39 (24%), while an MBA was more likely to
be named by those studying part time (35%).
- 127 -
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
% of respondents
Business/ CommerceMBA
Finance/ EconomicLinguistics
Arts & Humanities (eg. music, history, English)International Studies
Info Systems/ Computing Science/ ITEducation
PsychologyEnvironmental Sciences
Media/ Journalism/ CommunicationsLaw
Life SciencesScience
PhilosophySocial Science, Sociology, Social Work
ChiropracticActuarial
AnthropologyEngineering
MedicineOther (not coded)
<1%
1%
1%
1%
1%
2%
2%
3%
3%
3%
4%
5%
6%
7%
10%
12%
13%
19%
21%
5%
<1%
<1%
MTR (Ref: 8069-MPCS)
Q13. Within which course areas are you conducting your postgraduate study?
Relatively high proportions of respondents were influenced by a range of
factors when deciding at which institution to undertake postgraduate study,
including:
� The courses offered (50%)
� The reputation of the university (46%)
� The location of the university (33%)
� The flexibility of the courses (31%)
� Being familiar with the area (25%)
� A desire to live in Sydney (22%)
� The quality of the teaching staff (21%)
� The range of courses (19%)
� Friends (18%)
� Previous students recommended it (15%)
Part time students, domestic fee paying students and those aged 30 to 39
were more likely to be influenced by the location of the university and the
flexibility of the courses, while the desire to live in Sydney was more
important for international degree students.
- 128 -
0% 10% 20% 30% 40% 50% 60%
% of respondents
The courses offeredThe reputation of the universityThe location of the universityThe flexibility of the coursesBeing familiar with the areaI wanted to live in Sydney
The quality of the teaching staffThe range of courses
FriendsPrevious students recommended it
My work colleagues/ networkOverseas education agency
The feesThe employment opportunities for graduates
The quality of the facilitiesMy employer
RelativesCareers Advisor
Green open campusMy academic transcript resultsThe availability of scholarshipsThe support services provided
The availability of public transportOther
Don’t know/not sure
4%4%5%6%7%
12%12%13%13%
15%18%
19%21%22%
25%31%
33%46%
50%
1%6%
3%3%4%4%
MTR (Ref: 8069-MPCS)
Q14. Who or what influenced your decision on which university to undertakePostgraduate study at?
Perceptions of Macquarie University
When the students surveyed were asked what are their perceptions of
Macquarie University, most comments were positive. These included:
� Good/great/love it/the best university/one of the top universities (20%)
Q16. Overall, which universities do you consider to be the main competitors toMacquarie University for Postgraduate study?
Choosing Macquarie University
The courses offered (60%) and the reputation of the university (44%) were
clearly the main reasons these students chose Macquarie University. Other
reasons named included:
� The location of the university (31%)
� The flexibility of the courses (28%)
� A desire to live in Sydney (28%)
� Being familiar with the area (23%)
� The quality of the teaching staff (22%)
� The range of courses (20%)
The flexibility of the courses was named by higher proportions of those
studying externally (55%), postgraduate diploma students (48%), domestic
fee paying students (45%) and part time students (46%).
- 131 -
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
The courses offeredThe reputation of the universityThe location of the universityThe flexibility of the coursesI wanted to live in SydneyI am familiar with the area
The quality of the teaching staffThe range of courses
Previous students recommended itOverseas Education Agency
The feesMy academic transcript results enabled me to get in
My work colleagues/ network influenced meThe employment opportunities for graduates
The quality of the facilitiesMy friends go to Macquarie
Its green open campusMy employer influenced me
Relatives influenced meMy Careers Advisor encouraged me
The support services providedThe availability of public transport
The availability of scholarshipsOther
Don’t know/not sure <1%
3%
2%
2%
3%
3%
4%
4%
6%
8%
9%
9%
10%
11%
12%
13%
13%
20%
22%
23%
28%
28%
31%
44%
60%
MTR (Ref: 8069-MPCS)
Q17. Why did you choose Macquarie University?
More than half (57%) of the students surveyed indicated that Macquarie
University has a better reputation for some postgraduate courses over
others. The main courses named were Business Studies/Management
(19%) and Accounting/Finance (18%).
International degree students (36%) and full time students (30%) were more
likely to name Accounting/Finance.
0% 10% 20% 30% 40%
% of respondents
Don't know/ not sure
Business Studies / Management
Accounting / Finance
Linguistic & Psychology
Actuarial Studies
Translation & Interpreting
Education / Teaching
Science
History - Ancient / Modern Australian / Art
Commerce
Chiropractic
Yes
No 5%
13%
2%
2%
2%
3%
3%
3%
3%
8%
18%
19%
38%
MTR (Ref: 8069-MPCS)
Q18. Does Macquarie University have a better reputation for some postgraduatecourses over others?
- 132 -
Making Macquarie University a More Attractive Proposition
A number of initiatives were identified by these students to make Macquarie
University a more attractive proposition. These included:
� Teaching staff – better quality/more knowledgeable, friendly and
helpful (13%)
� New resources and better facilities (10%)
� Career options – better options/advice and better networking (9%)
� Improve student support – counselling/mentoring/legal advice (8%)
There were relatively few variances to these responses among the groups
surveyed.
0% 10% 20% 30%
% of respondents
More variety / expansion / flexibility / better quality of courses / units / degreesImprove reputation / ranking of - Uni / Courses / Reasearch Achievement
Teaching staff - better quality / more knowledgeable / more firiendly & helpfulBetter / new facilities / Resources
Greater career options/ advisory service / networking with prospective employersImprove student support - counselling / mentoring programme / legal advice
External / Distance student commentsMore computer access / Wireless Internet / Better IT services
Better Administration / more helpful / friendlier staffPublic Transport comments - Better / Railway completion / Better access to
Upgrade infrastructure / refurbish buildings / classroomsMore buildings/ Grounds more aesthetically pleasing / More open spaces / Relaxing environment
More student invovlement / activities/ functions / social eventsLower / more affordable fees
Catering Outlets - open more / better quality / cheaper pricesLocation comments
Increase research / Improve funding forMore Scholarships
More publicity / Media exposure / Promote student successMore funding
OtherDon't know / not sure 11%
10%
2%
3%
3%
3%
4%
5%
5%
6%
6%
6%
6%
7%
7%
8%
8%
9%
10%
13%
14%
20%
MTR (Ref: 8069-MPCS)
Q19. Considering the university as a whole, what do you think would makeMacquarie University a more attractive proposition?
- 133 -
Importance/Performance Analysis
The most important factors in making the decision of which university to
undertake postgraduate study were identified as:
� The quality of the teaching staff – average rating of 4.7
� Expertise in the courses I am interested in – average rating of 4.7
� The courses offered – average rating of 4.6
� The reputation of the university – average rating of 4.4
� Being academically superior – average rating of 4.4
� The quality of the teaching facilities – average rating of 4.3
� Having efficient and professional administration – average rating of
4.3
� Having employers respect the university – average rating of 4.2
� Having employers respect the courses – average rating of 4.2
� Providing the good value for the money invested – average rating of
4.2
� Being globally competitive – average rating of 4.2
Almost all of the specific aspects tested recorded satisfaction ratings were
below the importance ratings, with these results generally in the range from
3.3 to 4.0. The highest satisfaction ratings were recorded for the following:
� Expertise in the courses I am interested in – average rating of 4.0
� The courses offered – average rating of 3.9
� The quality of the teaching staff – average rating of 3.8
� Green open campus– average rating of 3.8
� The reputation of the university – average rating of 3.7
� Online resources – average rating of 3.7
� Academically superior – average rating of 3.7
- 134 -
Overall Performance of Macquarie University
The overall satisfaction rating for Macquarie was 3.6, with 71% of these
students indicating that they were satisfied. The scaled responses were as
follows:
� Very Satisfied (9%)
� Satisfied (62%)
� Neither satisfied nor dissatisfied (16%)
� Not satisfied (10%)
� Not at all satisfied (3%)
There were few variances to these findings among the groups surveyed.
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Very satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Not at all satisfied
Don't know/ not sure <1%
3%
10%
16%
62%
9%
MTR (Ref: 8069-MPCS)
Q22. Overall, how satisfied are you with Macquarie University?
Importance/Performance Matrices
Most of the attributes tested recorded high importance ratings and
satisfaction ratings which were satisfactory. This places these attributes in
the High Performance Maintenance Quadrant.
- 135 -
The aspects which recorded high importance ratings and satisfaction ratings
which were below satisfactory were identified as:
� Employers respect the university
� Goof value for money invested
� Provides personal support to achieve my goals
� Prestige
� University rankings
� Access to global networks/ communities
� Easy access by public transport
� Culturally enriching
� Commercially relevant approach
� Efficient and professional administration
� The employment opportunities for graduates
� Known for links with employers
� The fees
� Equitable opportunities for domestic and overseas students
These findings are outlined in the following charts.
- 136 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- M
ACQUARIE UNIVERSITY AS A PLACE W
HERE TO UNDERTAKE POSTGRADUATE STUDY (1) -
1.0
2.0
3.0
4.0
5.0
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
Expertise in the courses I am interested in
The courses offered
Green open campus
The quality of the teaching staff
Academically superior
Online resources
The reputation of the university
A w
elcoming, friendly and caring environment
Being innovative
Employers respect the course
Good class sizes
Having an appealing/ beautiful campus environment
Known for strength in research
Multicultural environment
Important
Less important
Satisfactory
Optimal
- 137 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- M
ACQUARIE UNIVERSITY AS A PLACE W
HERE TO UNDERTAKE POSTGRADUATE STUDY (2) -
1.0
2.0
3.0
4.0
5.0
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
The location of the university
The quality of the teaching facilities (lecture theatres, library etc.)
Employers respect the University
Prestige
University rankings
Access to global netw
orks/ communities
Close to home
Commercial relevant approach
Culturally enriching
Easy access by public transport
Globally competitive
Good value for money invested
My w
ork colleagues/ netw
ork recommended it
Provides personal support to achieve my goals
Important
Less important
Satisfactory
Optimal
- 138 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- M
ACQUARIE UNIVERSITY AS A PLACE W
HERE TO UNDERTAKE POSTGRADUATE STUDY (3) -
1.0
2.0
3.0
4.0
5.0
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
The employment opportunities for graduates
Efficient and professional administration
Having history and tradition
International exchange opportunities
Known for links w
ith employers
Study at a location near work
The quality of the sport and recreational facilities
Equitable opportunities for domestic and overseas students
My employer recommended it
Orientation support for overseas students
Reasonable balance of overseas students
Social life
The fees
Continuing at same university studied at previously
The availability of scholarships
Important
Less important
Satisfactory
Optimal
- 139 -
Gap Analysis
We then plotted the ten most important aspects from the previous question
and determined the gaps between these ratings and the corresponding
satisfaction ratings for these attributes.
There were a number of significant gaps identified, as outlined in the
following chart.
TOP TEN IMPORTANCE ATTRIBUTES VS PERFORMANCE OF MACQUARIE UNIVERSITY
- POST GRADUATE COURSEWORK -
3.53.6
3.7
3.3
3.63.73.7
3.93.8
4.0
4.7 4.74.6
4.4 4.44.3 4.3
4.2 4.2 4.2
1
2
3
4
5
Expert ise in the
courses I am
interested in
The quality of
the teaching
staf f
The courses
offered
Academically
superior
The reputat ion
of the university
The quality of
the teaching
facilit ies
Eff icient and
professional
administrat ion
Online
resources
Employers
respect the
course
Employers
respect the
University
PERFORMACE IMPORTANCE
- 140 -
Ranking of Universities
Those surveyed ranked Macquarie University equal second with the
University of New South Wales when asked which is the best of the main
Sydney universities. The results were as follows:
� Sydney University – average ranking of 1.9
� Macquarie University – average ranking of 2.4
� University of New South Wales – average ranking of 2.4
� UTS – average ranking of 3.6
� UWS – average ranking of 4.7
These findings were relatively consistent among the groups surveyed,
although Macquarie University was ranked significantly higher by
postgraduate diploma students (average ranking of 1.8).
Macquarie University, however, clearly ranked first in terms of leading in
innovation and being the best university for my course, as evidenced by the
following results.
Leading in innovation The best university for my course
Macquarie University 1.9 (1) 1.5 (1)
University of New South Wales 2.8 (2) 2.8 (3)
UTS 2.9 (3) 3.7 (4)
Sydney University 3.0 (4) 2.6 (2)
UWS 4.4 (5) 4.2 (5)
These findings were relatively consistent among the groups surveyed.
Innovation
A number of attributes of an innovative university were identified, including:
� Teaching methods – new, unique, flexible and creative (28%)
� Courses/units – new, varied, interesting, flexible and relevant (26%)
- 141 -
� A new teaching approach that pushes the boundaries (24%)
� Using up to date subject matter, resources and technology (21%)
� A strong focus on research (19%)
� Modern/improved/state of the art facilities (15%
There were few variances to these responses among the groups surveyed.
0% 10% 20% 30%
% of respondents
Teaching Methods - new / creative / flexible / unique
Courses / Units - new / interesting / varied / relevant / flexible
Innovative / new approach / different to other uni's / pushing the boundaries
Use up to date subject matter / technology / resources within courses
Reasearch - Strong focus on / cutting edge / good facilities / funding / student involvement
Modern / Improved facilities/ resources / hi tech state of the art equipment
Not afraid to use innovative ideas / creat new things
Practical classes / research
Staff - Highly acclaimed / familiar with new technology / high quality
Online service / Website comments
More / up to date IT facilities / services / upgraded computers / internet
Flexible
More academic research papers published / recognised
Other 15%
3%
6%
7%
8%
9%
11%
12%
15%
19%
21%
24%
26%
28%
MTR (Ref: 8069-MPCS)
Q26. If a university was to describe itself as innovative, what would you expect tosee or experience there?
More than half (56%) of those surveyed considered Macquarie University to
be innovative compared to other universities. The specific responses were:
� Very innovative (10%)
� Innovative (46%)
� Neutral (25%)
� Not innovative (4%)
� Not at all innovative (3%)
There were few variances to these responses among the groups surveyed.
- 142 -
0% 10% 20% 30% 40% 50%
% of respondents
Very innovative
Innovative
Neutral
Not innovative
Not at all innovative
Don't know/ not sure 10%
3%
4%
25%
46%
10%
MTR (Ref: 8069-MPCS)
Q27. How innovative do you consider Macquarie University to be compared toother universities?
Those who considered Macquarie University to be innovative named the
following main reasons for these views:
� The courses offered/the course structures (30%)
� Always looking to improve/evolve, open to new ideas (20%)
� Flexibility/open learning (15%)
� Online resources/technology (14%)
Females (37%) were more likely to name the courses offered/the course
structures.
0% 10% 20% 30% 40%
% of respondents
Course structures / Courses offered / Variety
Always trying to improve / evolving / open to new ideas
Flexibility / Open learning
Online resoureces / Technology
Research comments
Staff - Good / knowledgeable / current involvement in research
Slogan says so / they advertise and promote themselves that way
Teaching Methods
External / Distance student availability
Resources & facilities
Other 18%
5%
6%
7%
8%
13%
14%
14%
15%
20%
30%
MTR (Ref: 8069-MPCS)
Q28. Why do you consider Macquarie University to be an innovative university?
- 143 -
Sources of Information
The main sources of information that students used to find out what higher
education institutions offer in relation to postgraduate study were identified
as the internet – various sources, brochures/pamphlets (43%), friends and
relatives (38%), the media (26%), employers/work colleagues (25%),
attended an open day (22%), academic journals (22%), overseas study
agencies (19%), visited the campus (19%) and careers advisors (18%).
Domestic fee paying students and part time students were more likely to
name employers/work colleagues and attending an open day, while the
incidences of naming friends and relatives (45%), overseas study agencies
(45%), careers advisors (32%) and academic journals (31%) were
significantly higher among international degree students.
0% 10% 20% 30% 40% 50%
% of respondents
Brochures/pamphletsFriends and relatives
Media (i.e. newspapers, radio, television etc)Employers/ work colleagues
Went to an open dayAcademic journals
Internet - Individual univesity website (not specified)Overseas Study Agencies
Visited the CampusCareers advisors
Internet- not codedInternet -Google / Yahoo
Internet - Macquarie Uni websiteManagement literaturePhone the institution
Internet -Search engines - Courrse specificInternet - Can't remember
Internet - MBAInternet -Sydney uni website / www.usyd.edu.au
Internet -Search engines - UniversitiesInternet - MGSM
Internet - www.mq.edu.au / specific links from this siteInternet -Search engines - General
Internet -Univesity of NSW website / www.unsw.edu.auOther not coded
Don’t know/not sure 2%21%
3%3%3%4%4%4%4%5%
8%8%9%
13%15%16%
18%19%19%21%22%22%
25%26%
38%43%
MTR (Ref: 8069-MPCS)
Q30. What sources of information did you use to find out about what highereducation institutions offer in relation to Postgraduate Study?
The most useful sources of information were considered to be the internet –
various sources, friends and relatives (26%), employers/work colleagues
(25%), brochures/pamphlets (24%), attending an open day (24%) and
academic journals (19%).
The main variances for the most useful sources of information were almost
identical to those outlined above for the main sources of information.
- 144 -
0% 10% 20% 30%
% of respondents
Friends and relatives
Employers/ work colleagues
Brochures/pamphlets
Went to an open day
Internet
Academic journals
Internet - Official University, websites / Home pages
Visited the Campus
Careers advisors
Media (i.e. newspapers, radio, television etc)
Overseas Study Agencies
Internet - Google / Yahoo / Search engine (not specified)
Management literature
Phone the institution
Internet - Macquarie Uni website / Home page and followed links
Internet - www.mq.edu.au
Other
Don’t know/not sure 6%
21%
3%
4%
6%
9%
12%
12%
16%
16%
17%
18%
19%
23%
24%
24%
25%
26%
MTR (Ref: 8069-MPCS)
Q31. What sources of information do you consider to be the most useful?
Almost three quarters (72%) of the students surveyed indicated that the
information provided by Macquarie University is about the same as that
provided by other universities. There was, however, a significantly higher
proportion (22%) who considered this information to be better, than those
who indicated that it was not as good (6%).
These findings were generally consistent among the groups surveyed.
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
About the same
Better - Able to accesss information easily / clear / comprehensive / detailed information
Better - Publicity / marketing / promotion of the Uni
Better
Not as good 6%
7%
2%
3%
6%
10%
72%
MTR (Ref: 8069-MPCS)
Q33. Thinking about all information sources, how would you rate the informationprovided by Macquarie University compared to the information provided by otheruniversities?
- 145 -
When considering the specific communications provided by Macquarie
University, the following results were recorded.
Good Average Needs Improvement
Clear and detailed information on course requirements and program structure
51% 32% 16%
Simple language, minimal jargon 44% 46% 8%
Practical information about campus and procedures
35% 42% 23%
Use a tome and style I relate to 33% 51% 11%
Website brings the university to life 30% 41% 27%
Showcases its areas of excellence 26% 45% 22%
Information about potential careers, courses required and graduates actual career paths
24% 45% 26%
Communicate the achievement of academic stars
18% 42% 26%
Show interest in my personal goals 14% 44% 34%
These findings were relatively consistent among the groups surveyed.
Recommending Macquarie University
The overwhelming majority of respondents indicated that they would be
happy to recommend Macquarie University to prospective students, either
wholeheartedly (20%), for certain courses or departments (62%) or for other
reasons (2%). Just 7% of those surveyed stated that they would not do so.
There were relatively few variances to these responses among the groups
surveyed, although higher proportions of those aged 40 plus (35%) males
(30%) and part time students (28%) indicated that they would recommend
the university wholeheartedly, while females (74%), full time students (69%)
and those aged 18 to 39 (65%) were more likely to indicate that they would
recommend the university for certain courses or departments.
- 146 -
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Yes - for certain courses or departments
Yes - wholeheartedly
Yes - other reasons
Unsure
No 7%
10%
2%
20%
62%
MTR (Ref: 8069-MPCS)
Q32. Would you recommend Macquarie to prospective students?
University Open Days
The most important aspects of attending a university open day were
identified as speaking to academics, lecturers and knowledgeable advisors,
having a clear explanation of each course offered, its structure and where it
leads, and having current students to talk to who are doing the same
course.
There were few variances to these responses among the groups surveyed,
although domestic Commonwealth supported students were more likely to
name speaking to academics, lecturers and knowledgeable advisors.
0% 10% 20% 30%
% of respondents
Speak to Academics, Lecturers, & knowledgeable advisors
Clear explanation of each course offered, it's structure & where it leads
Current students to talk to who are doing the same course - first hand knowledge
Info / visit the uni itself - day to day, "uni Life", resources & facilities available
Straight forward, relevant information & answers to questions
Graduates to speak to
Knowledgeable Career Advisors to speak to
Never attended an open day / Not interested in attending
Guides / Tours - choice of whole campus or subject specific areas
Brochrues / pamphlets / booklets
Better maps & signage
Better / Free transport / Airfare
Clearer / simpler Enrolment info & procedures
Other
Don't know / not sure 9%
8%
2%
3%
3%
4%
5%
6%
9%
10%
13%
17%
18%
22%
27%
MTR (Ref: 8069-MPCS)
Q35. What would be most helpful to you in attending a university open day?
- 147 -
Perceptual Mapping
The findings of the Perceptual Mapping reveal that Macquarie University is
considered to be flexible, creative, has a commercially relevant approach,
delivers practical outcomes, is innovative and has a reasonable balance of
overseas students. UTS also shares many of these attributes.
Sydney University and the University of New South Wales share different
attributes, including having a good social life, being globally competitive,
internationally recognised, research focused, academically outstanding,
prestigious and having a long tradition.
UWS is the most differentiated of the brands, and it is recognised as a being
a university to go to if you are not accepted into the top universities.
- 148 -
8069 Macquarie University - Postgraduate Coursework
UWS
UTS
Uni NSW
Sydney
Macquarie
Long tradition
Good social life
Prestigious
A university to go to if you are not
accepted into the top u
Reasonable balance of overseas
students
Personally supportive
Research focused
Globally competitive
Good public transport
Academically outstanding
Well resourced
Job opportunities
Convenient location
Practical outcomes
Creative
Commercial relevant approach Good facilities
Internationally recognised
Good relationship with business
Promotes itself well
Flexible
Well regarded qualifications
A wide range of courses
Multicultural environment
Innovative
Good reputation
Green open campus
- 149 -
Postgraduate HDR Students
- 150 -
Summary
Demographics, Student and Course Attributes
The gender mix of the Postgraduate HDR Students who responded to the
survey was similar (45% males, 55% females).
Male45%
Female55%
MTR (Ref: 8069-MPHDR)
Q2. Gender
The overwhelming majority (91%) were in the 20 to 49 age group – 21 to 24
(23%), 25 to 29 (33%), 30 to 39 (22%) and 40 to 49 (13%). A considerably
higher proportion of the domestic students were aged 40 plus, while
international were more likely to be aged under 40 years of age.
0% 10% 20% 30% 40%
% of respondents
17-18
21-24
25-29
30-39
40-49
50-59
60+ 2%
7%
13%
22%
33%
23%
<1%
MTR (Ref: 8069-MPHDR)
Q1. Age
- 151 -
There was an even mix of domestic (52%) and international (48%) who
participated in the survey.
0% 10% 20% 30% 40% 50% 60%
% of respondents
Domestic student
International student
Other <1%
47%
52%
MTR (Ref: 8069-MPHDR)
Q4. Are you enrolled as....
More than three quarters (76%) indicated that their PhD program was
combined coursework and research, while the remainder (24%) stated that
their program was pure research.
The incidence of undertaking a pure research program was higher amongst
domestic students (33%), while combined research and course work was
more likely to be undertaken by international students (85%).
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
Pure research
Combined research and course work 76%
24%
MTR (Ref: 8069-MPHDR)
Q5. Is your PHD program....
- 152 -
Most (70%) indicated that they were not receiving any funding or
scholarship support.
The main forms of support identified were the Research Training Scheme -
RTS (7%), the Macquarie Research Excellence Scheme – MQRS (7%),
Departmental scholarship (4%), Australian Postgraduate Award – APA (3%)
and employer (2%).
There were, however, significantly higher proportions of pure research
students (70%) who were receiving some form of income support, in
particular, the Research Training Scheme - RTS (26%) and the Macquarie
Research Excellence Scheme – MQRES (25%).
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
Research Training Scheme (RTS)
Macquarie Research Excellence Scheme (MQRES)
Departmental scholarship
Australian Postgraduate Award (APA)
Employer work
International Postgraduate Research Scheme
Other (not coded)
Don't know
No funding or scholarship support 70%
3%
9%
1%
2%
3%
4%
7%
7%
MTR (Ref: 8069-MPHDR)
Q6. Are you receiving support from.....
The overwhelming majority of students (88%) indicated that they were
studying on campus, while the remaining 12% were studying courses
externally.
Pure research students (96%) and international students (93%) were more
likely to be studying on campus.
- 153 -
On campus88%
Externally12%
MTR (Ref: 8069-MPHDR)
Q8. Are you studying....
Approximately three quarters (74%) of respondents indicated that they were
working while studying, as outlined below:
� Working full time in a career related role (27%)
� Working part time/casual not in a career related role (18%)
� Working part time/casual in a career related role (15%)
� Part time/casual as a tutor (8%)
� Working full time not in a career related role (5%)
� Part time/casual in academic research (4%)
� Not working (26%)
Higher proportions of international students (42%) and full time students
(39%) indicated that they were not working while studying.
- 154 -
0% 10% 20% 30%
% of respondents
Full time - in a career related role
Full time - not in a career related role
Full time - in academic research
Part time/ casual - not in a career related role
Part time/ casual - in a career related role
Part time/ casual - as a tutor
Part time/ casual - in academic research
Not working 26%
4%
8%
15%
18%
1%
5%
27%
MTR (Ref: 8069-MPHDR)
Q9. Are you working....
Almost one quarter (24%) of those surveyed indicated that they enrolled in a
PhD program after a break from study of less than five years, while after a
break from study of more than five years (21%), immediately after
completing an undergraduate degree (15%) and immediately following a
masters or other postgraduate qualification (9%) were the other responses.
Those aged 40 plus (48%) and domestic students (33%) were more likely to
have enrolled after a break of more than five years, while a higher
proportion of pure research students had enrolled after a break from study
of less than five years (40%).
0% 10% 20% 30% 40%
% of respondents
Immediately following an undergraduate degree
Immediately following a masters or other Postgraduate qualification
After a break from study (of less than 5 years)
After a break from study (of more than 5 years)
Don't know/ not sure 30%
21%
24%
9%
15%
MTR (Ref: 8069-MPHDR)
Q10. Did you enrol in a PHD program....?
- 155 -
Undertaking Postgraduate Study
A number of reasons for undertaking their PhD were identified, including:
� Interested in the area I am studying (56%)
� Support career development (36%)
� Wanted to conduct and continue original research (33%)
� Seeking an academic career (28%)
� For the recognition and status of having a PhD (27%)
� Needed further qualifications for the job I wanted (21%)
� Pathway to financial security (14%)
� Influenced by family/friends (9%)
With the exception of supporting career development, pure research
students were more likely to name most of the reasons above, in particular,
interested in the area I am studying (85%), wanted to conduct and
contribute original research (62%), for the recognition and status of having a
PhD (42%) and seeking an academic career (42%).
Conversely, supporting career development was named by a higher
proportion of those undertaking combined research and coursework (42%),
as well as students studying part time (47%).
0% 10% 20% 30% 40% 50% 60%
% of respondents
Interested in the area I am studying
Support career development
Wanted to conduct and contribute original research
Seek an academic career
For the recognition and status of having a PHD
Needed further qualifications for the job I wanted
Pathway to financial security
Influenced by family/ friends
Could not get a job
Other
Don’t know/not sure 13%
6%
4%
9%
14%
21%
27%
28%
33%
36%
56%
MTR (Ref: 8069-MPHDR)
Q11. Why did you choose to undertake your PHD?
- 156 -
The main feeder institutions for these students were identified as overseas
universities (47%). The other main institutions named were Macquarie
University (22%), Sydney University (8%) and the University of New South
Wales (6%).
The incidences of naming Macquarie University were higher amongst
domestic students (36%), pure research students (34%) and those aged 40
plus (33%), while overseas were more likely to be named by full time
students (61%) and combined research and course work students (59%).
0% 10% 20% 30% 40% 50%
% of respondents
Overseas University
Macquarie University
Sydney University
University of New South Wales
Australian National University
University of Melbourne
University of Queensland
University of Technology Sydney (UTS)
Charles Sturt University
University of Newcastle
University of Western Sydney (UWS)
University of Wollongong
Southern Cross University
University of New England
Other (not coded)
Don't know/ not sure 1%
10%
1%
1%
1%
1%
1%
1%
2%
2%
2%
2%
6%
8%
22%
47%
MTR (Ref: 8069-MPHDR)
Q12. At which university did you complete your Undergraduate study?
Macquarie University, named by three quarters (75%) of those surveyed,
was clearly the main university these students considered for their PhD.
Others named included Sydney University (29%), University of New South
Wales (22%), Australian National University (11%) and UTS (10%).
Higher proportions of pure research students (90%) and domestic students
(85%) named Macquarie University.
- 157 -
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
Macquarie University
Sydney University
University of New South Wales
Australian National University
University of Melbourne
University of Technology Sydney (UTS)
Overseas University
University of Queensland
University of Western Sydney (UWS)
University of Wollongong
University of Newcastle
Southern Cross University
University of New England
Charles Sturt University
La Trobe University
Other
Don't know/ not sure 11%
6%
1%
1%
2%
2%
3%
3%
6%
7%
7%
10%
11%
11%
22%
29%
75%
MTR (Ref: 8069-MPHDR)
Q13. Which universities did you consider for your PHD?
Business/Commerce (20%), Arts and Humanities (14%), Linguistics (11%),
Science (10%), Education (9%) and Finance/Economics (8%) were among
the broad disciplines in which PhD studies were being undertaken.
Pure research students (27%) and domestic students (23%) were more
likely to name Arts and Humanities, while the incidences of naming
Business/Commerce were higher amongst international students (31%) and
International / Multicultural / Culturally diverseFees & Costs comments / Funding & Scholarship / Not delivering - no value for money
Teachers - lack of support, poor quality, not helpfulGreat Leanring and study environment
Not supportive to mature age students / post grad studentsFlexibility
Relaxed / Open UniDisorganised
Lack of communicationOther (not coded)
3%
3%
3%
3%
4%
4%
5%
5%
5%
5%
7%
7%
7%
8%
9%
9%
10%
11%
13%
13%
28%
22%
MTR (Ref: 8069-MPHDR)
Q16. What are your perceptions of Macquarie University?
Main Competitors to Macquarie University
Two main competitors to Macquarie University for PhD research in
respondents’ fields were identified, those being Sydney University (48%)
and the University of New South Wales (41%). Others named included
Australian National University (22%), University of Melbourne (22% and
UTS (12%).
There were few variances to these responses among the groups surveyed.
0% 10% 20% 30% 40% 50%
% of respondents
Sydney University
University of New South Wales
Australian National University
University of Melbourne
University of Technology Sydney (UTS)
University of Wollongong
University of Queensland
University of Western Sydney (UWS)
La Trobe University
University of New England
University of Newcastle
Monash University
Charles Sturt University
Southern Cross University
Other (not coded)
Don't know/ not sure 18%
12%
1%
1%
3%
3%
4%
4%
5%
5%
8%
12%
22%
22%
41%
48%
MTR (Ref: 8069-MPHDR)
Q17. Overall, which universities do you consider to be the main competitors toMacquarie University for PHD research in your field?
- 161 -
Choosing Macquarie University
A range of reasons for choosing Macquarie University were identified,
including:
� The reputation of a specific academic (31%)
� An existing relationship with a potential supervisor (31%)
� The location of the university (30%)
� The reputation of the university (29%)
� Being familiar with the area (25%)
� Supervision available in my field of interest (25%)
� The quality of the teaching staff (20%)
Pure research students were more likely to name an existing relationship
with a potential supervisor (59%), supervision available in my field of
interest (47%), the availability of research funding, resources and facilities
(29%), the availability of scholarships (26%) and the reputation or strength
of a research group (24%). Other variances included:
� Higher proportions of domestic students named an existing
relationship with a potential supervisor (41%), the location of the
university (38%), being familiar with the area (36%) and supervision
available in my field of interest (34%).
� For overseas students, the experience of the country/city (27%), the
overseas education agency (27%) and the fees (15%) were more
important.
- 162 -
0% 10% 20% 30% 40%
% of respondents
Reputation of a specific academicAn existing relationship with a potential supervisor
The location of the universityThe reputation of the university
I am familiar with the areaSupervision available in my field of interest
The quality of the teaching staffAvailability of research funding, resources and facilities
Reputation or strength of a research groupThe availability of scholarships
I wished to experience this country/ cityOverseas Education AgencyThe quality of the facilities
Lecturers or academics in my networkThe fees
My friends go to MacquarieThe employment opportunities on completion
Its green open campusThe support services provided
My academic transcript results enabled me to get inRelatives influenced me
The employment opportunities while studyingMy Careers Advisor encourage meThe availability of public transport
Other (not coded)Don’t know/not sure
5%6%
8%8%
9%9%9%
11%12%12%13%13%
17%17%
20%25%25%
29%30%31%31%
3%8%
3%4%
5%
MTR (Ref: 8069-MPHDR)
Q18. Why did you choose Macquarie University?
Almost two thirds (61%) of the students surveyed indicated that Macquarie
University has a better reputation for some research areas over others. The
main areas named were Accounting/Finance (19%), Linguistics and
Psychology (16%) and Business Studies/Management (11%).
0% 10% 20% 30% 40%
% of respondents
Don't know/ not sure
Yes - Accounting / Finance
Yes - Linguistic & Psychology
Yes - Business Studies / Management
Yes - History - Ancient / Modern Australian / Art
Yes - Environment & Life Science
Yes - Education / Teaching
Yes - Science
Yes - not coded
No 6%
17%
4%
4%
9%
9%
11%
16%
19%
34%
MTR (Ref: 8069-MPHDR)
Q19. Does Macquarie University have a better reputation for some research areasover others?
- 163 -
Making Macquarie University a More Attractive Proposition
A number of initiatives were identified by PhD students to make Macquarie
University a more attractive proposition. These included:
� Better/new facilities and resources (16%)
� Upgrade infrastructure – buildings and classrooms (14%)
� Improve the quality of the teaching staff (12%)
� More/better courses/degree options (12%)
� Improve the reputation (11%)
� More funding (11%)
There were few variances to these responses among the groups surveyed.
0% 10% 20% 30%
% of respondents
Better / new facilities / resources
Upgrade infrastructure - new buildings, refurbish classrooms
Improve / maintain quality of teaching staff
More / better courses, degrees, double degree options
Improve reputation
More funding
Better IT support, facilities, labs, wireless internet
Public transport comments - railway / more access
Improve student support - counselling / mentoring / legal issues
Lower / affordable fees
More student - involvement, services, activities, social events
Buildings & grounds - more aesthetically pleasing / more open spaces, relaxing environment
Other (not coded)
Don't know 12%
27%
5%
6%
6%
6%
8%
9%
11%
11%
12%
12%
14%
16%
MTR (Ref: 8069-MPHDR)
Q20. Considering the university as a whole, what do you think would makeMacquarie University a more attractive proposition?
- 164 -
Importance/Performance Analysis
The most important factors in making the decision of which university to
undertake PhD study were identified as:
� The quality of the academic staff – average rating of 4.5
� Expertise in the research topics I am interested in – average rating of
4.4
� Supervisor support – average rating of 4.4
� Online resources - average rating of 4.2
� Reputation of professor/supervisor - average rating of 4.2
� Academically superior – average rating of 4.1
� The reputation of the university – average rating of 4.1
� Known for strength in research - average rating of 4.1
� Strong research group - average rating of 4.1
� Efficient and professional administration – average rating of 4.1
� The research areas are supported – average rating of 4.1
� Good value and service for money invested - average rating of 4.0
� Provides personal support to achieve my goals – average rating of 4.0
� Research funding and focus - average rating of 4.0
� A welcoming, friendly and caring environment – average rating of 4.0
Almost all of the specific aspects tested recorded satisfaction ratings were
below the importance ratings, with these results generally in the range from
3.3 to 3.8. The highest satisfaction ratings were recorded for the following:
� The quality of the academic staff – average rating of 3.8
� Reputation of a professor/supervisor – average rating of 3.8
� Online resources – average rating of 3.8
� Having an appealing/beautiful campus environment – average rating
of 3.8
� Green open campus – average rating of 3.8
� Known for strength in research – average rating of 3.7
- 165 -
� A welcoming, friendly and caring environment – average rating of 3.7
� Expertise in the research topics I am interested in – average rating of
3.7
� Supervisor support – average rating of 3.7
� Being familiar with the university – average rating of 3.7
� The location of the university – average rating of 3.7
� Employers respect the university – average rating of 3.6
� The research areas are supported – average rating of 3.6
� The reputation of the university – average rating of 3.6
Overall Satisfaction With Macquarie University
The overall satisfaction rating for Macquarie was relatively high at 3.7, with
almost three quarters (72%) of these students indicating that they were
satisfied. The scaled responses were as follows:
� Very Satisfied (11%)
� Satisfied (61%)
� Neither satisfied nor dissatisfied (15%)
� Not satisfied (11%)
� Not at all satisfied (1%)
These findings were generally consistent among the groups surveyed.
- 166 -
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Very satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Not at all satisfied
Don't know/ not sure 1%
1%
11%
15%
61%
11%
MTR (Ref: 8069-MPHDR)
Q23. Overall, how satisfied are you with Macquarie University?
Importance/Performance Matrices
Most of the attributes tested recorded high importance ratings and
satisfaction ratings which were satisfactory. This places these attributes in
the High Performance Maintenance Quadrant.
The aspects which recorded high importance ratings and satisfaction ratings
which were below satisfactory were identified as:
� Strong research group
� Academically superior
� Being innovative
� Research group support
� Globally competitive
� Prestige
� Good value and service for money invested
� Research funding and focus
� Work space and facilities
� The availability of scholarships
� Employers respect the research area at the university
- 167 -
� Fair and transparent management on research funds
� Access to global networks/ communities
� University rankings
� Efficient and professional administration
� Research areas supported on completion
� The employment opportunities on completion
� The fees
These findings are outlined in the following charts.
- 168 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS
- IN RELATION TO MAKING A DECISION W
HERE TO STUDY A PHD (1) -
12345
12
34
5
Perform
ance rating
Importance rating
Reputation of a professor/ supervisor
The quality of the academic staff
Online resources
Having an appealing/ beautiful campus environment
Green open campus
Expertise in the research topics I am interested in
Supervisor support
The location of the university
A welcoming, friendly and caring environment
Being familiar with the university
Known for strength in research
The research areas supported
Important
Less important
Satisfactory
Optimal
- 169 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS
- IN RELATION TO MAKING A DECISION W
HERE TO STUDY A PHD (2) -
12345
12
34
5
Perform
ance rating
Importance rating
The reputation of the university
Employers respect the University
Allows m
e to live close to
Academically superior
Strong research group
Research group support
Continuing at same university studied at previously
Multicultural environment
Globally competitive
Being innovative
Prestige
The quality of the sport and recreational facilities
Important
Less important
Satisfactory
Optimal
- 170 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS
- IN RELATION TO MAKING A DECISION W
HERE TO STUDY A PHD (3) -
12345
12
34
5
Perform
ance rating
Importance rating
Employers respect the research area at the university
Work space and facilities
Provides personal support to achieve m
y goals
Research funding and focus
University rankings
Study near work
Access to global networks/ communities
Good value and service for money invested
The availability of scholarships
Chance to study and work at same university
Culturally enriching
Fair and transparent management of research funds
Important
Less important
Satisfactory
Optimal
- 171 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS
- IN RELATION TO MAKING A DECISION W
HERE TO STUDY A PHD (4) -
12345
12
34
5
Perform
ance rating
Importance rating
Commercially relevant approach
Having history and tradition
International exchange opportunities
Research areas supported on completion
Known for links with employers
Efficient and professional administration
Easy access by public transport
The fees
Reasonable balance of overseas students
Social life
Equitable opportunities for domestic and overseas students
The employm
ent opportunities on completion
Important
Less important
Satisfactory
Optimal
- 172 -
Gap Analysis
We then plotted the ten most important aspects from the previous question
and determined the gaps between these ratings and the corresponding
satisfaction ratings for these attributes.
There were a number of significant gaps identified, as outlined in the
following chart.
TOP TEN IMPORTANCE ATTRIBUTES VS PERFORMANCE OF MACQUARIE UNIVERSITY
- POST GRADUATE HRD -
3.8 3.7 3.7 3.8 3.8
3.5
3.2
3.73.5 3.6
4.14.14.14.14.14.24.24.44.4
4.5
1
2
3
4
5
The quality of the
academic staff
Expertise in the
research topics I
am interested in
Supervisor
support
Online resources Reputation of a
professor/
supervisor
Academically
superior
Efficient and
professional
administration
Known for
strength in
research
Strong research
group
The reputation of
the university
PERFORMANCE IMPORTANCE
- 173 -
Ranking of Universities
Those surveyed ranked Macquarie University equal second with the
University of New South Wales when asked which is the best of the main
Sydney universities. The results were as follows:
� Sydney University – average ranking of 1.8
� Macquarie University – average ranking of 2.4
� University of New South Wales – average ranking of 2.4
� UTS – average ranking of 3.9
� UWS – average ranking of 4.6
The ranking for Macquarie university was significantly higher amongst
domestic students (2.1) compared to international students (2.7).
Macquarie University, however, clearly ranked first in terms of leading in
innovation and being the best university for my course, as evidenced by the
following results.
Leading in innovation The best university for my research
Macquarie University 2.1 (1) 1.8 (1)
University of New South Wales 2.6 (2) 2.9 (3)
Sydney University 2.8 (3) 2.2 (2)
UTS 3.2 (4) 3.9 (4)
UWS 4.3 (5) 4.2 (5)
In relation to the best university for my course, Macquarie University ranked
significantly higher amongst domestic students (1.5) compared to
international students (2.2). International students ranked Sydney university
(1.9) considerably higher than the average in this respect.
- 174 -
Innovation
A number of attributes of an innovative university were identified, including:
� Ability to change to meet current needs (60%)
� Unique/different to other universities (40%)
� Cutting edge research (40%)
� New facilities/resources/hi tech equipment (30%)
� Flexible learning environment (20%)
� Knowledgeable/supportive/competent staff (20%)
� Up to date facilities/services/IT equipment (20%)
There were few variances to these responses among the groups surveyed.
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Ability to change to meet current - community / career trends
Innovative / unique / different to other uni's
Research - cutting edge student inovlvement / used within uni / funding
Access to cutting edge / modern technology
New / improved facilities / resources / high tech equipment
Flexible learning environment
Staff - knowledgeable / supportive / competent
Up to date facilities / services / wireless internet / computers
Courses / units / degrees - new / interesting / relevant / varied / flexible
Teaching methods - new / creative / flexible 10%
10%
20%
20%
20%
30%
30%
40%
40%
60%
MTR (Ref: 8069-MPHDR)
Q27. If a university was to describe itself as innovative, what would you expect tosee or experience there?
More than half (58%) of those surveyed considered Macquarie University to
be innovative compared to other universities, while just 7% stated that the
institution was not innovative. The specific responses were:
� Very innovative (15%)
� Innovative (43%)
- 175 -
� Neutral (28%)
� Not innovative (5%)
� Not at all innovative (2%)
These findings were generally consistent among the groups surveyed.
0% 10% 20% 30% 40% 50%
% of respondents
Very innovative
Innovative
Neutral
Not innovative
Not at all innovative
Don't know/ not sure 7%
2%
5%
28%
43%
15%
MTR (Ref: 8069-MPHDR)
Q28. How innovative do you consider Macquarie University to be compared toother universities?
Those who considered Macquarie University to be innovative named the
following main reasons for these views:
� Research – current and past studies (27%)
� Courses offered/course structures (20%)
� Always trying to expand areas of expertise/evolving (14%)
� Growing in terms of leading the way, reputation and recognition (13%)
� Resources and facilities (13%)
These findings were generally consistent among the groups surveyed.
- 176 -
0% 10% 20% 30%
% of respondents
Research - current & past studies, opportunities to participate
Course structures / courses offered / New courses - diverse variety
Always trying to expand areas of expertise / Evolving
Growing - leading the way, reputation, recognition
Resources & Facilities
Slogan says so / they advertise & promote themselves that way
Flexibility / open learning
Offers things other uni's can't or don't
Teaching methods
Good / knowledgeable staff, always available, supports
It's young /relatively young
Leadership programme
Technology - online opportunities
Other (not coded)
Don't know 3%
14%
3%
3%
5%
5%
6%
6%
6%
9%
13%
13%
14%
20%
27%
MTR (Ref: 8069-MPHDR)
Q29. Why do you consider Macquarie University to be an innovative university?
Sources of Information
The main sources of information that students used to find out what higher
education institutions offer in relation to postgraduate study were identified
as the internet (68%), visited the campus (29%), employers/work colleagues
(27%), academic journals for information on research (26%),
brochures/pamphlets (24%), friends and relatives (24%), the media (22%)
and overseas study agencies (21%).
Pure research students (40%) and domestic students (37%) were more
likely to name visited the campus, while higher proportions of international
students named the internet (76%), overseas study agencies (47%), the
media (31%), and careers advisors (19%).
- 177 -
0% 10% 20% 30% 40%
% of respondents
Internet - Search Engine - Universities / post grad courses / research opportunities
Visited the Campus
Employers/ work colleagues
Academic journals for information on research
Brochures/pamphlets
Friends and relatives
Media (i.e. newspapers, radio, television etc)
Overseas Study Agencies
Internet - Macquarie Uni Website - course availability / research scholarships
Internet- not coded
Internet - Google / Yahoo
Careers advisors
Went to an open day
Phone the institution
Internet - Don't remember / Too long ago
Other- not coded
Don’t know/not sure 5%
11%
4%
7%
9%
11%
13%
15%
19%
21%
22%
24%
24%
26%
27%
29%
33%
MTR (Ref: 8069-MPHDR)
Q31. What sources of information did you use to find out about what highereducation institutions offer in relation to Postgraduate Study?
The most useful sources of information were considered to be the internet
(53%), academic journals for information on research activity/interests/focus
(32%), employers/work colleagues (29%), visiting the campus (29%),
brochures/pamphlets (21%), friends and relatives (19%), attending an open
day (17%), careers advisors (15%) and the media (14%).
Again, pure research students (42%) and domestic students (36%) were
more likely to name visited the campus, while higher proportions of
international students named overseas study agencies (25%), careers
advisors (25%) and the media (23%).
0% 10% 20% 30% 40%
% of respondents
Academic journals for information on research activity/ interests/ focus
Employers/ work colleagues
Visited the Campus
Brochures/pamphlets
Internet
Friends and relatives
Internet -University websites / homepages
Went to an open day
Careers advisors
Media (i.e. newspapers, radio, television etc)
Overseas Study Agencies
Internet - Google
Phone the institution
Internet -Search engine - course specific / research / departments
Other
Don’t know/not sure 5%
23%
7%
8%
11%
11%
14%
15%
17%
19%
19%
20%
21%
29%
29%
32%
MTR (Ref: 8069-MPHDR)
Q32. What sources of information do you consider to be the most useful?
- 178 -
Three quarters (75%) of the students surveyed indicated that the
information provided by Macquarie University is about the same as that
provided by other universities. There was, however, more than twice as
many (17%) who considered this information to be better, than those who
indicated that it was not as good (8%).
There were no statistically significant variances to these responses among
the groups surveyed.
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of respondents
About the same
Better (not coded)
Better - Able to access information easily / Clear, comprehensive information
Not as good 8%
8%
11%
75%
MTR (Ref: 8069-MPHDR)
Q34. Thinking about all information sources, how would you rate the informationprovided by Macquarie University compared to the information provided by otheruniversities?
- 179 -
When considering the specific communications provided by Macquarie
University, the following results were recorded.
Good Average Needs Improvement
Simple language, minimal jargon 46% 39% 11%
Practical information about campus and procedures
30% 42% 22%
Use a tone and style I relate to 34% 48% 13%
Website brings the university to life 26% 46% 22%
Showcases its areas of excellence 25% 44% 25%
Information about potential careers, courses required and graduates actual career paths
22% 34% 31%
Communicate the achievement of academic stars
24% 40% 26%
Show interest in my personal goals 14% 43% 36%
There were relatively few variances to these responses among the groups
surveyed.
Recommending Macquarie University
The overwhelming majority of respondents (85%) indicated that they would
be happy to recommend Macquarie University to prospective students,
either wholeheartedly (24%), for certain courses or departments (60%) or
for other reasons (1%). Just 7% of those surveyed stated that they would
not do so.
There were few variances to these responses among the groups surveyed,
although a higher proportion of international students (14%) indicated that
they would not recommend Macquarie university to prospective students.
- 180 -
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Yes - for certain courses or departments
Yes - wholeheartedly
Yes - other reasons
Unsure
No 7%
12%
1%
24%
60%
MTR (Ref: 8069-MPHDR)
Q33. Would you recommend Macquarie to prospective students?
University Open Days
The most important aspects of attending a university open day were
identified as speaking to academics, lecturers and researchers (24%), to
experience life at university (18%), clear explanations of each course
offered, its structure and where it leads (17%), current students/graduates to
talk to who are doing the same course (14%) and brochures/ pamphlets/
books and information packs (11%).
Pure research students (34%) were more likely to indicate that they would
like to speak to academics, lecturers and researchers.
- 181 -
0% 10% 20% 30%
% of respondents
Speak to Academics, Lecturers, Researchers
To experience life at Uni, eg attend lecturers, meet new people
Clear explanations of each course offered, structure & where it leads
Current students / graduates to talk to who have ./ are doing same course
Never attended an Open day / not interested in attending one
Brochures / Pamphlets / Booklets / Information packs
Better maps & signage
Straight forward, relevant information & answers to my questions
Knowledgeable Career Advisors to speak to
Info outlining everthing available to me on open day
Other (not coded)
Don't know 8%
12%
3%
5%
8%
8%
11%
13%
14%
17%
18%
24%
MTR (Ref: 8069-MPHDR)
Q36. What would be most helpful to you in attending a university open day?
Perceptual Mapping
The findings of the Perceptual Mapping reveal that Macquarie University is
considered to be flexible, innovative, personally supportive, have a
reasonable balance of overseas students and a multicultural environment.
UTS is most closely associated with delivering practical outcomes, having a
commercially relevant approach, a convenient location and good public
transport.
Sydney University and the University of New South Wales share different
attributes, including having a good social life, being globally competitive,
internationally recognised, research focused, academically outstanding,
prestigious and having a long tradition.
UWS is the most differentiated of the brands, and it is recognised as a being
a university to go to if you are not accepted into the top universities.
- 182 -
8069 Macquarie University - Post Graduate HDR Students
UWS
UTS
Uni NSW
Sydney
Macquarie
Well resourced
Well regarded qualifications
Research focused
Reasonable balance of overseas
students
Promotes itself well
Prestigious
Practical outcomes
Personally supportive
Multicultural environment
Long tradition
Job opportunities
Internationally recognised
Innovative
Green open campus
Good social life
Good reputation
Good relationship with business
Good public transport
Good facilities
Globally competitive
Flexible
Creative
Convenient location
Commercially relevant approach
Academically outstanding
A wide range of courses/ disciplines
A university to go to if you are not
accepted into the top u
A good place to do a PHD
- 183 -
Alumni
- 184 -
Summary
Demographics and Course Attributes
The gender mix of the Alumni who responded to the survey was similar
(51% males, 49% females).
Male51%
Female49%
MTR (Ref: 8069-A)
Q36. Gender
The great majority (70%) were in the 20 to 49 age group – 21 to 24 (8%), 25
to 29 (16%), 30 to 39 (26%) and 40 to 49 (20%). Further, one in five (19%)
were aged 50 to 59 and 10% were aged 60 plus.
0% 10% 20% 30%
% of respondents
21-24
25-29
30-39
40-49
50-59
60+ 10%
19%
20%
26%
16%
8%
MTR (Ref: 8069-A)
Q35. Age
- 185 -
Two thirds (67%) of respondents indicated that they are employed full time.
The employment status of other students was as follows:
� Working part time (9%)
� Working casually (5%)
� Self employed (8%)
� Home duties (3%)
� Retired (7%
� Full time student (4%)
� Part time student (3%).
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Work Full Time
Work Part Time
Work Casually
Self Employed
Home duties
Retired
Full time student
Part time student
Other 2%
3%
4%
7%
3%
8%
5%
9%
67%
MTR (Ref: 8069-A)
Q37. What is your employment situation?
In relation to gross household income, a broad range was identified, as
outlined below:
� Under $20,000 (5%)
� $20,000 to $39,999 (8%)
� $40,000 to $59,999 (12%)
� $60,000 to $79,999 (13%)
� $80,000 to $99,999 (13%)
- 186 -
� $100,000 to $149,999 (17%)
� $150,000 to $199,999 (10%)
� $200,000 plus (12%)
0% 5% 10% 15% 20%
% of respondents
Under $20,000
$20,000-$39,999
$40,000-$59,999
$60,000-$79,999
$80,000-$99,999
$100,000-$149,999
$150,000-$199,999
$200,000+ pa
Refused 12%
12%
10%
17%
11%
13%
12%
8%
5%
MTR (Ref: 8069-A)
Q38. Which of the following best describes your gross Household income?
Almost one quarter (24%) of those in paid employment indicated that
Education was the category that best represents the industry of their
business. Other industries named included Finance and Insurance (14%),
Legal and Professional Services (11%) and Health and Community Services
(8%).
0% 10% 20% 30%
% of respondents
Education
Finance and insurance
Legal and Professional services
Health and community services
Government administration and defence
Communication services
Manufacturing
Retail trade
Construction
Wholesale trade
Cultural and recreational services
Electricy, gas and water supply
Personal and other services
Transport and storage
Accommodation, cafes and restaurants
Mining
Agriculture, forestry and fishing
Other 15%
1%
1%
1%
1%
1%
1%
1%
2%
2%
3%
4%
4%
6%
8%
11%
14%
24%
MTR (Ref: 8069-A)
Q39. Please indicate which category best represents the industry of your business.
- 187 -
The majority of respondents (44%) indicated that the qualification they had
obtained from Macquarie University was an Undergraduate three year full
time or full time equivalent degree. Other qualifications mentioned named
included a Masters degree (41%), Honours degree (10%), Postgraduate
diploma (9%), Postgraduate certificate (5%) and PhD pure research (2%).
0% 10% 20% 30% 40% 50%
% of respondents
Undergraduate 3 year FT or FT equivalent
Masters degree
Honors degree
Postgraduate diploma
Postgraduate certificate
PhD pure research
PhD combined research and coursework
Other 3%
<1%
2%
5%
9%
10%
41%
44%
MTR (Ref: 8069-A)
Q1. What qualifications have you obtained from Macquarie University?
Almost one third (30%) of the alumni surveyed indicated that they obtained
their qualifications from Macquarie University in Business/Commerce. Other
course areas named included Arts and Humanities (17%), Finance/
Info Systems/ Computing Science/ ITMedia/ Journalism/ Communications
Life SciencesSocial Science, Sociology, Social Work
International StudiesAnthropologyPhilosophyActuarial
EngineeringMedicine
Visual Arts & DesignDentistry
OtherDon’t know/ not sure
<1%
1%
2%
2%
2%
3%
3%
4%
4%
5%
6%
7%
7%
8%
12%
14%
17%
30%
<1%
5%
<1%
<1%
<1%
MTR (Ref: 8069-A)
Q2. In what course areas did you obtain qualifications from Macquarie University?
- 188 -
Approximately half (46%) of those surveyed indicated that they completed
their last year of study at Macquarie University up to five years ago, while
16% completed it between 5 to 10 years ago (16%) and 9% between 10 and
15 years ago. More than one quarter (28%) of respondents completed their
last studies more than 15 years ago.
0% 10% 20% 30% 40% 50%
% of respondents
Up to 5 years ago
Between 5 and up to 10 years ago
Between 10 and up to 15 years ago
Between 15 and up to 20 years ago
Currently studying at Macquarie
Between 25 and up to 30 years ago
Between 30 and up to 35 years ago
Between 20 and up to 25 years ago
Between 35 and up to 40 years ago 1%
4%
5%
5%
6%
7%
9%
16%
46%
MTR (Ref: 8069-A)
Q3. How long ago did you complete your last year of study at MacquarieUniversity?
Four in five (40%) of those surveyed indicated that they did not have
qualifications from other universities. However, the remaining 60% did, with
the most frequently named being Charles Sturt University (27%), Sydney
University (13%), La Trobe University (9%), and the University of New
South Wales.
- 189 -
0% 10% 20% 30% 40% 50%
% of respondents
Charles Sturt University
Sydney University
La Trobe University
University of New South Wales
University of Technology Sydney (UTS)
Australian National University
Southern Cross University
University of New England
University of Newcastle
University of Melbourne
University of Canberra
University of Western Sydney (UWS)
University of Wollongong
University of Queensland
Other
No other university 40%
31%
1%
1%
3%
3%
3%
4%
4%
5%
6%
6%
8%
9%
13%
27%
MTR (Ref: 8069-A)
Q4. Which other universities do you have qualifications from?
Main Competitors to Macquarie University
Two main competitors to Macquarie University among those surveyed were
identified, those being Sydney University (59%) and the University of New
South Wales (59%). Others named included UTS (38%), University of
Melbourne (19%), Australian National University (19%) and UWS (16%).
0% 10% 20% 30% 40% 50% 60%
% of respondents
University of New South Wales
Sydney University
University of Technology Sydney (UTS)
University of Melbourne
Australian National University
University of Western Sydney (UWS)
University of Wollongong
University of Newcastle
University of Queensland
University of New England
Charles Sturt University
La Trobe University
University of Canberra
Southern Cross University
Other
Don't know/ not sure 18%
4%
2%
3%
4%
6%
6%
7%
9%
11%
16%
19%
19%
38%
59%
59%
MTR (Ref: 8069-A)
Q6. Which universities do you consider to be the main competitors to MacquarieUniversity?
- 190 -
Reputation of Courses of Macquarie University
Approximately two thirds (66%) of respondents indicated that Macquarie
University has a better reputation for some courses over others. Many
(31%), however, were unsure.
Yes66%
Don't know/ not sure31%
No3%
MTR (Ref: 8069-A)
Q7. Does Macquarie University have a better reputation for some courses overothers?
Agreement with Statements About Macquarie University
There was a high level of agreement with the following statements about
Macquarie University:
� The qualifications I obtained at Macquarie University are useful to me
– average rating of 4.3
� The continuing success of Macquarie University is important to me –
average rating of 4.1
� If I was an employer, I would be happy to employ Macquarie
University graduates – average rating of 4.1
� The qualifications I obtained at Macquarie University are well
regarded – average rating of 4.0
� I care about Macquarie University - average rating of 4.0
- 191 -
There was also a relatively high level of agreement with the following
statements:
� The qualifications I obtained at Macquarie University have assisted
me in career advancement – average rating of 3.9
� I am interested in contributing to the future success of Macquarie
University – average rating of 3.6
� Being part of the Macquarie University Alumni is important to me –
average rating of 3.5
� I am interested in being more actively involved in Alumni events and
activities – average rating of 3.3
� I feel part of Macquarie University family – average rating of 3.2
Respondents had relatively low level of agreement with the statement
“Being part of the Macquarie University Alumni network has assisted me in
my working career” (average rating of 2.5).
1 2 3 4 5
Scale: 1-51=Strongly disagree : 5=Strongly agree
The qualifications I obtained at Macquarie University are useful to me
If I was an employer, I would be happy to employ Macquarie University graduates
The continuing success of Macquarie University is important to me
The qualifications I obtained at Macquarie University are well regarded
I care about Macquarie University
The qualifications I obtained at Macquarie University have assisted me in career advancement
I'm interested in contributing to the future success of Macquarie University
Being part of the Macquarie University Alumni is important to me
I'm interested in being more actively involved in Alumni events and activities
I feel part of the Macquarie University family
Being part of the Macquarie University Alumni network has assisted me in my working career 2.5
3.2
3.3
3.5
3.6
3.9
4.0
4.0
4.1
4.1
4.3
MTR (Ref: 8069-A)
Q10. Please rate, your level of agreement with the following statements.
- 192 -
Contributing to the Future Success of Macquarie University
Among those who were interested in contributing to the future success of
Macquarie University, the best way to achieve this aim was identified as
learning about the Macquarie Ambassador’s Program (57%). Other ways
named included:
� Supporting partnerships between Macquarie and industry (50%)
� Advocacy (41%)
� Making a financial contribution (6%)
0% 10% 20% 30% 40% 50% 60%
% of respondents
Learning about the Macquarie Ambassador's Program
Supporting partnerships between Macquarie and Industry
Advocacy
Making a financial contribution
Other 17%
6%
41%
50%
57%
MTR (Ref: 8069-A)
Q11. In what ways would you like to contribute to the future success of MacquarieUniversity?
Importance/Performance Analysis
The most important factors in relation to university study were identified as:
� The quality of the academic staff – average rating of 4.8
� Expertise in the research topics I am interested in – average rating of
4.5
� The quality of the teaching facilities (lecture theatres, library, etc) –
average rating of 4.5
� The reputation of the university – average rating of 4.5
- 193 -
� Online resources - average rating of 4.4
� The employment opportunities for graduates - average rating of 4.4
� Employers respect the university - average rating of 4.4
� Academically superior – average rating of 4.4
� The courses and research areas are supported – average rating of
4.4
� Efficient and professional administration – average rating of 4.4
� Being innovative – average rating of 4.4
� The flexibility within courses – average rating of 4.4
� Known for strength in research - average rating of 4.3
� Fair and transparent management of the university funds - average
rating of 4.3
� Good value and service for money invested - average rating of 4.3
� A welcoming, friendly and caring environment – average rating of 4.3
� Easy access by public transport – average rating of 4.2
� Globally competitive – average rating of 4.2
� Employers respect research areas of the university – average rating
of 4.2
� Research funding and focus - average rating of 4.2
� Access to global networks/ communities - average rating of 4.2
� The fees - average rating of 4.2
� Known for links with employers – average rating of 4.1
� University rankings – average rating of 4.1
� Provides ongoing opportunities to achieve my goals – average rating
of 4.1
� The availability of scholarships – average rating of 4.0
� Prestige – average rating of 4.0
Almost all of the specific aspects tested recorded satisfaction ratings below
the importance ratings, with these results generally in the range from 3.4 to
4.2. The highest satisfaction ratings were recorded for the following:
- 194 -
� Green open space – average rating of 4.2
� Having an appealing/beautiful campus environment – average rating
of 4.0
� Expertise in the topics I am interested in – average rating of 4.0
� The quality of the academic staff – average rating of 3.9
� The flexibility between courses – average rating of 3.8
� Being innovative – average rating of 3.8
� A welcoming, friendly and caring environment – average rating of 3.7
� Academically superior – average rating of 3.7
� Being familiar with the university – average rating of 3.7
� Online resources – average rating of 3.7
� The quality of the teaching facilities – average rating of 3.7
� The reputation of the university – average rating of 3.7
� Multicultural environment – average rating of 3.7
� The courses and research areas are supported – average rating of
3.7
� Employers respect the university – average rating of 3.7
� Known for strength in research – average rating of 3.6
� Allows students live close to home – average rating of 3.6
� Good value and service for money invested – average rating of 3.6
� Employers respect research areas at the university – average rating
of 3.6
� Commercially relevant approach – average rating of 3.6
- 195 -
Overall Satisfaction and Recommendation
The overall satisfaction rating for Macquarie was very high, with more than
four in five (82%) of these respondents indicating that their experience was
excellent or good. The scaled responses were as follows:
� Excellent (24%)
� Good (58%)
� Average (15%)
� Poor (2%)
� Very Poor (1%)
0% 10% 20% 30% 40% 50% 60%
% of respondents
Excellent
Good
Average
Poor
Very Poor
Don't know/ not sure 0%
1%
2%
15%
58%
24%
MTR (Ref: 8069-A)
Q14. Overall, how would you rate your experience of Macquarie University?
- 196 -
Importance/ Performance Matrices
Most of the attributes tested recorded high importance ratings and
satisfaction ratings which were satisfactory. This places these attributes in
the High Performance Maintenance Quadrant.
The aspects which recorded high importance ratings and satisfaction ratings
which were below satisfactory were identified as:
� The employment opportunities for graduates
� Efficient and professional administration
� Easy access by public transport
� Fair and transparent management of the university funds
� Globally competitive
� Research funding and focus
� Access to global networks/ communities
� The fees
� Known for links with employers
� University rankings
� Provides ongoing opportunities to achieve my goals
� The availability of scholarships
� Prestige
� Equitable opportunities for domestic and overseas students
� Culturally enriching
� The location of the university
� International exchange opportunities
� Reasonable balance of overseas students
� Having history and tradition
� Social life
� The quality of the sports and recreational facilities.
These findings are outlined in the following charts.
- 197 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- UNIVERSITY STUDY AND M
ACQUARIE UNIVERSITY (1) -
1.0
2.0
3.0
4.0
5.0
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
The quality of the academic staff
Expertise in the topics I am interested in
The quality of the teaching facilities (lecture theatres, library etc.)
The reputation of the university
Academically superior
Being innovative
Efficient & professional administration
Employers respect the university
Online resources
The courses & research areas supported
The employment opportunities for graduates
The flexibility w
ithin the courses
A w
elcoming, friendly and caring environment
Fair & transparent management of university funds
Important
Less important
Satisfactory
Optimal
- 198 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- UNIVERSITY STUDY AND M
ACQUARIE UNIVERSITY (2) -
1.0
2.0
3.0
4.0
5.0
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
Good value & service for money invested
Known for strength in research
Access to global netw
orks/ communities
Easy access by public transport
Employers respect research areas at the university
Globally competitive
Research funding & focus
The fees
Known for links w
ith employers
Provides ongoing opportunities to achieve my goals
University rankings
Prestige
The availability of scholarships
Commercially relevant approach
Important
Less important
Satisfactory
Optimal
- 199 -
IMPORTANCE OF AND SATISFACTION W
ITH ASPECTS ABOUT
- UNIVERSITY STUDY AND M
ACQUARIE UNIVERSITY (3) -
1.0
2.0
3.0
4.0
5.0
1.0
2.0
3.0
4.0
5.0
Perform
ance rating
Importance rating
Culturally enriching
Equitable opportunities for domestic & overseas students
Green open space
Having an appealing/ beautiful campus environment
The location of the university
Being familiar with the university
International exchange opportunities
Having history and tradition
Reasonable balance of overseas students
Allows students to live close to home
Multicultural environment
Social life
The quality of the sport and recreational facilities
Continuing at same university studied at previously
Important
Less important
Satisfactory
Optimal
- 200 -
Gap Analysis
We then plotted the ten most important aspects from the previous question
and determined the gaps between these ratings and the corresponding
satisfaction ratings for these attributes.
There were a number of significant gaps identified, as outlined in the
following chart.
TOP TEN IMPORTANCE ATTRIBUTES VS PERFORMANCE OF MACQUARIE UNIVERSITY
- ALUMNI -
3.73.73.7
3.4
3.83.73.73.7
4.03.9
4.8
4.5 4.5 4.5 4.44.4 4.4 4.4 4.4 4.4
1
2
3
4
5
The quality of
the academic
staff
Expert ise in the
topics I am
interested in
The quality of
the teaching
facilit ies
The reputat ion
of the university
Academically
superior
Being
innovat ive
Eff icient &
professional
administrat ion
Employers
respect the
university
Online
resources
The courses &
research areas
supported
Performance Importance
- 201 -
Recommendation and Disposition Towards Macquarie University
The overwhelming majority of respondents (82%) indicated that they would
be happy to recommend Macquarie University to friends, relatives
colleagues, etc. Just 4% indicated that they would not recommend the
institution, while a further 14% were unsure.
Yes82%
Don't know/ not sure14%
No4%
MTR (Ref: 8069-A)
Q16. Would you recommend Macquarie University to friends, relatives, colleagues,etc?
Four in five (80%) respondents also stated that they were positively
disposed towards Macquarie University.
- 202 -
Yes79%
Don't know/ not sure16%
No5%
MTR (Ref: 8069-A)
Q15. Are you now positively disposed towards Macquarie University?Select one response only
Ranking of Universities
Those surveyed ranked Macquarie University equal second when asked
which is the best of the main Sydney universities. The results were as
follows:
� Sydney University – average ranking of 1.8
� Macquarie University – average ranking of 2.3
� University of New South Wales – average ranking of 2.3
� UTS – average ranking of 3.7
� UWS – average ranking of 4.7
Macquarie University, however, clearly ranked first in terms of leading in
innovation, as evidenced by the following results:
� Macquarie University – average ranking of 2.0
� University of New South Wales – average ranking of 2.6
� UTS – average ranking of 2.9
� Sydney University – average ranking of 3.2
� UWS – average ranking of 4.2
- 203 -
1 2 3 4 5
Ranking
Sydney
Uni NSW
Macquarie
UTS
UWS 4.7
3.7
2.5
2.3
1.8
MTR (Ref: 8069-A)
Q18. Please rank the following universities.
Innovation
Three in five (61%) of those surveyed considered Macquarie University to
be innovative compared to other universities, while just 4% stated that the
institution was not innovative. The specific responses were:
� Very innovative (13%)
� Innovative (48%)
� Neutral (23%)
� Not innovative (3%)
� Not at all innovative (1%)
- 204 -
0% 10% 20% 30% 40% 50%
% of respondents
Very innovative
Innovative
Neutral
Not innovative
Not at all innovative
Don't know/ not sure 13%
1%
3%
23%
48%
13%
MTR (Ref: 8069-A)
Q21. How innovative do you consider Macquarie University to be compared toother universities?
Primary Concerns
A work/life balance was selected for more of two thirds (69%) of
respondents as an issue of primary concern to them. A number of other
issues were named, including:
� Making a contribution to the future of society (59%)
� Ethics (56%)
� Personal health and wellbeing (55%)
� Career success and achievement ( 53%)
� Sustainability (49%)
� Equity in education (47%)
� Support for and promotion of Australian research (46%)
� Global ecology and environmental health (44%)
� Advances in science and medicine (43%)
� Leadership, culture and organisational change management (43%)
- 205 -
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
Work/life balance
Making a contribution to the future of society
Ethics
Personal health and well being
Career success and achievement
Sustainability
Equity in education
Support for and promotion of Australian research
Global ecology and environmental health
Advances in science and medicine
Leadership, culture and organisational change management
Australia’s challenges and opportunities in a global economy
Community involvement
International relations and global security cooperation
Wealth creation and management
Understanding advances and applications for communications technology
Small business and private practice issues
Other 2%
17%
25%
28%
29%
36%
36%
43%
43%
44%
46%
47%
49%
53%
55%
56%
59%
69%
MTR (Ref: 8069-A)
Q24. What issues are of primary concern to you?
SIRIUS (Online Alumni Magazine)
The overwhelming majority of respondents (83%) indicated that they were
aware of SIRIUS, the online Alumni magazine.
Yes83%
Don't know/ not sure5%
No12%
MTR (Ref: 8069-A)
Q25. Are you aware of SIRIUS (Online Alumni Magazine)?
- 206 -
Among this group of respondents, many (40%) indicated that they usually
just scan through it, 21% stated that they read some features in depth and
17% indicated that they do not currently read it, but have read it in the past.
0% 10% 20% 30% 40% 50%
% of respondents
I usually read SIRIUS online thoroughly
I read some features in depth
I usually just scan through the SIRIUS online magazine
I do not currently read SIRIUS online magazine, but have read it in the past
I have never read SIRIUS online magazine 14%
17%
40%
21%
8%
MTR (Ref: 8069-A)
Q26. Which of the following statements best describes your readership of theSIRIUS online magazine?
More Information about Macquarie University
Over one quarter of respondents (28%) mentioned that they would like to
receive more information about Macquarie University. However, more than
one third (38%) indicated that they would not . An additional one third of
respondents (34%) were unsure.
- 207 -
Yes28%
Don't know/ not sure34%
No38%
MTR (Ref: 8069-A)
Q28. Would you like to receive more information about Macquarie University?
When asked what information they wanted to receive about Macquarie
University, respondents named mainly new fields of study and research
(58%), achievements in research (53%) and postgraduate study options
(50%).
Other responses included:
� Partnerships with industry (21%)
� Key people movement and news (20%)
� Campus development program (17%)
� Programs for volunteering (16%)
� Sports and recreation information (7%)
� Options for financial support of the university (7%)
- 208 -
0% 10% 20% 30% 40% 50% 60%
% of respondents
New fields of study and research
Achievements in research
Postgraduate study options
Partnerships with industry
Key people movement and news
Campus development program
Programs for volunteering
Sport & recreation information
Options for financial support of the university
Other
Don't know/ not sure 1%
1%
7%
7%
16%
17%
20%
21%
50%
53%
58%
MTR (Ref: 8069-A)
Q29. What information do you want to receive about Macquarie?
Most (60%) of those surveyed indicated that they would like to receive
SIRIUS magazine online, while 30% would prefer a printed version. In
addition, more than one quarter (27%) indicated that they would like to
receive it through the website and almost one in five (18%) respondents
indicated that they want to receive it via direct mail.
0% 10% 20% 30% 40% 50% 60% 70%
% of respondents
SIRIUS magazine online
SIRIUS magazine printed version
Website
Direct mail
SMS alert for events
Other 3%
3%
18%
27%
30%
60%
MTR (Ref: 8069-A)
Q30. How do you want to receive it?
- 209 -
Online Community and Engagement with University
Almost half (48%) of respondents stated that they have an interest in being
part of an online community of Alumni, where they could network, reconnect
with lost classmates, share stories and post resumes and job opportunities.
Yes48%
Don't know/ not sure28%
No24%
MTR (Ref: 8069-A)
Q31. Are you interested in being part of an online community of Alumni where youcan network, reconnect with lost classmates, share stories and post resumes andjob opportunities?
One third (34%) of those surveyed indicated they would like a greater level
of engagement with the University. Conversely, one quarter (24%) indicated
that they would not. The remaining 42% were unsure.
Yes34%
Don't know/ not sure42%
No24%
MTR (Ref: 8069-A)
Q32. Would you like a greater level of engagement with the University?
- 210 -
Communication Environment
When asked how often they used communication environments,
respondents mentioned that they used the following at least weekly:
� Email (94%)
� Websites (86%)
� Text messaging (62%)
� Social networking sites (e.g. Myspace, Facebook) (25%)
� Bloggs (19%)
� Moderated forums or bulletin boards (11%)
� Chat rooms or IRC chat (8%)
� Share stories via vodcast or podcast (3%)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% of respondents
Email
Web sites
Text messaging
Social networking sites (e.g. Facebook, Myspace)
Blogs
Chat rooms or IRC chat
Moderated forums or bulletin boards
37%
32%
43%
45%
14%
3%
0%
20%
5%
9%
9%
1%
2%
2%
32%
55%
29%
21%
22%
9%
3%
7%
2%
9%
9%
16%
9%
2%
4%
6%
10%
16%
46%
77%
92%
Daily
Weekly
Occassionaly
I intend to try it out
Never
MTR (Ref: 8069-A)
Q33. How often do you use the following communication environments?
- 211 -
Preferred Methods of Communication
Email was clearly the best ways to be communicate with Macquarie
University as it was mentioned by nine in ten (90%) of those surveyed.
Website (47%) and letters in the mail (30%) were also mentioned by
significant proportions of respondents.
Other ways to be contacted by the university were mentioned, those being:
� Social networking sites (e.g. Facebook, Myspace) (12%)
� Blogs (11%)
� Moderated forums of bulletin boards (10%)
� Text messaging (6%)
� Share stories via vodcast or podcast (4%)
� Chat rooms or IRC chat (2%)
However, one quarter (25%) of respondents indicated that they would prefer
the university not communicate with them.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% of respondents
Email
Website
Letters in the mail
Social networking sites (e.g. Facebook, Myspace)
Blogs
Moderated forums or bulletin boards
Text messaging
Share stories via vodcast or podcast
Chat rooms or IRC chat
No preference
Would prefer the university not communicate with me 25%
2%
2%
4%
6%
10%
11%
12%
30%
47%
90%
MTR (Ref: 8069-A)
Q34. In which ways would you prefer the university communicate with you?
- 212 -
Perceptual Mapping
Macquarie University is most closely associated with the attributes of having
a wide range of courses, having a multicultural environment, being
innovative and creative and having a green open campus.
UWS is also in the same quadrant as Macquarie University and shares
some of these attributes, however, it is most closely associated with being
flexible.
UTS is associated with being a convenient location, having good public
transport and delivering practical outcomes and job opportunities.
Sydney University and the University of New South Wales share different
attributes namely having a good reputation, a marketable brand, academic
expertise, being researched focused, globally competitive, internationally
recognised, prestigious and having a long tradition.
- 213 -
8069 Macquarie University - Alumni
UWS
UTS
Uni NSW
Sydney
Macquarie
Well resourced
Well regarded qualifications
Research focused
Prestigious
Practical outcomes
Open campus
Multicultural environment
Marketable brand
Long tradition
Job opportunities
Internationally recognised
Innovative
Good social life
Good reputation
Good public transport
Good facilities
Globally competitive
Flexible
Creative
Convenient location
Academic expertise
A wide range of courses
- 214 -
Brand Wheels
- 215 -
- 216 -
- 217 -
- 218 -
Overall Conclusions and
Recommendations
- 219 -
Communication and Brand Issues
This research outlines the measures which Macquarie University should
take to:
• Address current student concerns and “improve the product”
• Improve its communications through practical forms of marketing and
effectively projecting its brand to all stakeholders:
o Potential undergraduates and their influencers
o Current students and staff
o Potential postgraduates
o Local businesses and potential employers
o The Alumni
Practical issues to be addressed (undergraduates & postgraduates):
• Improve the quality of lecture delivery
• Ensure tutors communicate well in English
• Upgrade the IT system, especially for enrolment
• Provide better facilities for lectures in the library
• Facilitate work experience and internships
Practical issues to be addressed (research postgraduates):
• Review the process for appointment of supervisors of research
postgraduates
• Provide training for inexperienced supervisors
• Improve the working space for research postgraduates
• Ensure all departments apply consistent policies concerning allocation
of funds for research projects
Practical issues to be addressed (potential undergraduates):
• Maintain and expand the schools partnership program
- 220 -
• Invite school students to campus more often
• Improve Open Day experience, involving current students, employers
and alumni
• Emphasise extra-curricular program and schemes like GLP
• Stress the links with industry and employment prospects
Practical issues to be addressed (all stakeholders):
• Improve the University’s website for marketing and the on-line
enrolment process, avoiding jargon
• Concentrate on facts about the University and what it offers
• Promote awareness of ease of access by public transport
• Avoid the implication that Macquarie might be an easy option
Practical issues to be addressed (employers/local businesses):
• Provide short courses for staff of local businesses (MGSM)
• Joint research
• Service provider, e.g. seminar and meeting facilities, video
conferencing etc.
• Business hub to coordinate business-to-business activities, e.g. a
business directory for Macquarie Park and regular business
newsletter.
• Access for local business staff to University’s facilities, such as the
gym, sports facilities, child care services etc.
The current branding of Macquarie University as innovative is both relevant
and appropriate, and should remain.
Being innovative is an attribute where Macquarie University ranks number
one amongst the main Sydney universities.
There is, however, a need to demonstrate in what ways the university is
innovative.
- 221 -
A key element of this communication is to highlight the flexibility that
studying at any level offers all types of students, such as the ability to
change courses.
Further, there is a need to identify the university’s strengths in regard to its
modern facilities, and its reputation relating to research.
The use of testimonials with eminent graduates and current professorial
staff would greatly assist in this respect.
- 222 -
Under the umbrella of being Australia’s Innovative University, is the
underlying essence, personality, benefits and attributes of the brand.
The essence of the ideal branding for Macquarie University varies
somewhat amongst the different stakeholders.
For business, it is considered to be “providing a relevant and practical
education for tomorrow’s leaders” .
For domestic students, “broadening your horizons for a successful future”.
For international students, “providing a quality education in a supportive,
multicultural learning environment”.
Macquarie University “owns” the following attributes: being innovative,
delivering practical outcomes, being creative, flexible and supportive, having
a multicultural environment, good facilities, a wide range of courses and a
green, open self-contained campus – a real university environment.
It is these attributes that must be strongly promoted.
The Perceptual Mapping indicates that Macquarie University is not
considered to be a sandstone university – that territory and the associated
attributes of prestige, long tradition, academically outstanding and good
reputation are “owned” by Sydney University and the University of New
South Wales.
It is unlikely that Macquarie University can take ownership of these
attributes in either the short or long term.
Indeed, does it want/need to be seen as a sandstone university? For some,
it appeals because it isn’t one.
Communication Issues
It is essential that Macquarie University maintains a broad communication
strategy to maximise its reach amongst both its current and potential
students.
- 223 -
The most important mediums were identified as the Internet, brochures/
pamphlets, careers advisors, open days, visiting the university and friends/
relatives.
The communications and information provided by Macquarie University are
as good, if not better, than other universities.
We suggest, however, that you conduct an evaluation of the Macquarie
University and competitor websites, as this medium is critical to your
success in attracting all types of students, and overseas students in
particular.
In relation to open days, the clear imperatives are to provide information on,
and experience of, Macquarie University through:
• Having current students to talk to who are currently doing the same
course
• Giving clear explanations of the courses offered, the structure and
where the course leads
• Being able to speak to academics, lecturers and knowledgeable
advisors
• Having printed information on the university itself
• Having guided tours of the campus
A further enhancement to open days would be to have employers and
members of the alumni who are positively pre-disposed towards Macquarie
University involved in these days.
This would enhance the appeal of the university in terms of meeting
employers’ expectations, and enable successful former students to talk to
the prospective students in a positive way about their employment history
and life experiences.
The communications from Macquarie University must contain information
that addresses the main reasons identified for undertaking study at a tertiary
institution.
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In the case of postgraduate coursework students, for example, this would
include that undertaking such study would provide the qualifications needed
to get the desired job, and offer students their best career prospects.
The use of employers of Macquarie University in testimonials would add
credibility to these communications.
Further, these communications should also highlight the strengths of
Macquarie University in relation to the main factors that influence the
decision on which university to attend.
This would cover aspects such as the courses offered, the reputation of the
university and the quality of the teaching staff.
A clear example of this is the attraction to international students of the
opportunity to live in Australia and, in particular, Sydney.
Communications (Overseas Students)
The process through which you attract international students needs to be
investigated.
The role and impact of the agencies is critical to your success, and devising
a strategy to make these agencies work better for you would be of
significant benefit.
Communications (Undergraduates)
We believe that there would be benefits to the University in introducing an
annual influencers forum
This would include parents, teachers and careers advisors and would give
this group a strong lead that Macquarie University values their opinions, and
should lead to a higher level of recommendation amongst this important
group.
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Communications (Alumni)
There is a strong case for the introduction of an Online Community facility
for the Macquarie University Alumni, given their high level of support for it,
as well as the desire of many of these former students to become more