Despite being one of the highest ranked universities in Australia, the University of Melbourne was struggling to be acknowledged for its research achievements.
Even though the institution is Australia’s second largest investor in research behind the Commonwealth Scientific and Industrial Research Organisation (CSIRO), there was limited awareness of the university’s research contribution, particularly among professionals around the world.
“Research is not only core to maintaining our academic reputation and ranking but it is also the key driver of every other function of the university. Research attracts the brightest academic minds, and therefore attracts the best students to study at the university,” said Kim Howells, Executive Director Marketing and Communications, University of Melbourne, in an exclusive interview with WARC.
The challenge for the University of Melbourne was to make the research interesting and relevant enough to shift perceptions of the university from that of a teaching institution to an establishment with a real global impact.