University mergers in Europe - Communication

“University mergers in Europe” is the second thematic report published by EUA as part of the DEFINE project. DEFINE explores strategies for efficient funding of universities in Europe, looking in particular at excellence initiatives, university mergers and performance-based funding mechanisms.
University mergers in Europe - Communication
Communicating a positive image of the merger and the change that it entails is essential for securing the buy-in of staff and students. This helps to create the new institutional identity that staff and students will start to call their own. Indeed, it is a widely held view that old institutional identities cannot be removed or deconstructed; rather, a new, positive brand must be established that will sooner or later take precedence over the old universities in people’s minds. A well communicated mission is an essential complement to this; an innovative and inspirational mission for the merged institution was seen as being of vital importance. Download the report “University mergers in Europe”. More...