AN unprecedented bid to recruit students is under way at Dundee University, which has suffered the biggest drop in applications to higher education institutions in Scotland.
The aggressive marketing strategy was launched amid fears that the Government's decision to introduce fees and abolish maintenance grants could have a devastating impact on its roll.
Ironically the move coincides with a parallel marketing campaign to promote the university as a world leader in biotechnology to rival Cambridge and Harvard universities.
A series of roadshows is being staged in towns and cities across the UK, plugging Dundee's name, and 20,000 university newsletters are being posted to targeted households in Tayside.
An unlimited number of scholarships is being offered to students from the Far East and features have appeared in newspapers in Ulster - both traditional recruitment grounds for the university.
Yesterday, for the first time, it staged a high-profile launch of its prospectus and, in an open letter, Principal Dr Ian Graham-Bryce is urging staff to spread the word about the university in the local community and to take any newsworthy ideas to the press office.
Dr Graham-Bryce - the newly appointed convener of the Committee of Scottish Higher Education Principals - said the move was not a panic measure, but nothing was being left to chance.
He told The Herald: ''Clearly higher education has to project itself in an appropriate manner to get across that it's a very serious and important activity.
''The term marketing covers a range of activities but it does have to be done in a responsible and dignified manner fitting for higher education.''
All of Scotland's universities, with the exception of Paisley and Heriot-Watt, saw applications fall by the February deadline. The biggest drop, of 16%, was suffered at Dundee and its Tayside neighbour Abertay.
Principals claim a major factor in the drop is the Government's plan to introduce tuition fees of up to #1000 a year and to scrap grants.
Another disincentive, they believe, stems from the decision to charge students from England, Wales, and Northern Ireland more than home-based Scots.
Dr Graham-Bryce's open letter, published in the staff magazine Contact, said: ''Despite the positive statements by politicians and others about the national position, there are large variations across the sector.
''Applications for the University of Dundee are significantly less than last year reflecting particularly, we believe, the effect of student fees on the relatively high proportion of applications we receive from candidates domiciled outside Scotland.
''There are grounds for believing that these figures may not be reflected in final admissions but this will not be known with certainty until the doors open next October.''
Paisley - which saw applications rise by 9% - has been one of the most effective in Scotland at marketing itself.
It was the first institution to establish its own clearing hotline and, last year, offered places to more than 1000 students over the phone, winning the university a Royal Mail marketing award.
In addition it has pioneered a Combined Awards Scheme, offering people with traditional and non-traditional qualifications access to more than 1500 modules.
Professor Alex MacLennan, corporate communications director, said: ''We are very customer focused. We respond to people very quickly, if not immediately, in making offers.
''Marketing is not a dirty word. It's about doing market research, listening to people and responding to their needs.
''The world is changing and we must develop our courses so that they meet the demands of students and employers.''
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