Marketing policies

It is important that partners of the University have a sound understanding of the policies relating to the marketing of the University. An important objective of marketing policy is to ensure that accurate and appropriate information is provided to students.

University of South Australia Code of Marketing Practice

The Code of Practice: Marketing the University guidelines have been established for the practice of marketing the University in Australia, and abroad. The Code also applies to partners of the University both within Australia and abroad. The complete Code can be found here.

The code contains the following principles for the marketing of the University of South Australia. University of South Australia:

Strives for brand integration across cultures, countries and markets.
UniSA's message strategy, its primary attributes and achievements are described and presented in a consistent manner across audiences and markets.
Produces materials that are culturally appropriate, sensitive and relevant to local communities.
UniSA's materials reflect the diversity of its student population and its secondary messages and attributes may also reflect regional, cultural or social specifics.
Faithfully represents UniSA's demonstrated strengths in teaching, learning and research and conforms with Australian trade practices, education services and privacy legislation and the relevant laws of host countries.
UniSA's materials do not mislead or misrepresent and shall conform, for example, with the need for reproduction of CRICOS registration numbers or other such specific legislative requirements.
Assumes that the dominant brand of the University is its name and adopts, where appropriate, a co-branding or partner branding strategy.
The University's name and representation is the primary brand. Materials produced in partnership with another provider or supplier, as per its brand-logo framework, are expected to convey parity between UniSA and the partner, if not prominence of UniSA.
Accepts that the marketing of one UniSA program or service impacts on the marketing of all programs and services.
UniSA's materials on a variety of levels, scale and times reflect on the total brand of the University.
Avoids comparative competitive marketing that reflects negatively on the brands of other Australian education providers and by implication Australian higher education, and other suppliers or partners.
UniSA is committed to the development of Australian higher education and does not support success by comparison in a manner that reflects negatively on the Australian brand or other providers and suppliers.
Maintains administrative processes that allow for efficient, cost effective and timely responses to competitive marketing situations.
Those responsible for production of UniSA materials should have access to resources that facilitate best practice.

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ESOS Act (2000)

In 2000 the Australian Government amended the Education Services to Overseas Students Act. The Act prescribes the responsibilities of universities as they relate to the delivery of services to international students, from recruitment to education and welfare. The amendments in 2000 allow the Government to take action, e.g. penalties, against providers who breach the conditions specified in the Act. The amended Act holds the University responsible for the actions of partners. The Act legislates only for students enrolling or enrolled in programs offered onshore in Australia. However it is possible that transnational and exchange partners may be included in the broad definition of partners or representatives as they may provide information to potential onshore students.

Marketing and recruitment

The University is responsible for the accuracy and content of information about the institution and its programs which must not contain any misleading comments or comparison with other education providers.

The information about the University, its programs, services and policies pertinent to international students as well as information about the Australian living environment including life style, cost of living, and accommodation must be provided to students prior to admission.

Associates and associates

The University has contractual agreements with International representatives. The University is responsible for all actions undertaken by a person or organisation purporting to be or authorised to be an agent of the University. The University must take actions and notify DEST if an agent or a representative is identified as having breached the Act.

Further information

Further information on the ESOS Legislative Framework including a useful ESOS do's and don'ts document can be found on our ESOS website (please note, these links will open in a new browser window).