Naming project: attractive titles for attractive programmes
Developing the programme portfolio is an important part of the doubling project. New programmes are being developed and some existing programmes are being reformed. All in order for SLU to offer the right range of programmes for the future. A prerequisite for effective, successful communication of the programmes, is that they have adequate titles.
The new names of the programmes should:
- be easy to understand;
- not run the risk of being misleading or misinterpreted;
- be adapted to the target groups, that is, attract young people who are 17–25 years old;
- reflect SLU’s brand and personality: We are global, modern, relevant, creative and responsible.
The process in short
The task of the naming project is to provide the Board of Education with the best possible decision basis. In order to achieve that, the process includes many important steps and stakeholders.
- Title suggestions have been collected from the entire university. As a result, about 150 new proposals were received from 30 people/groups.
- Following an internal workshop with participants from each respective faculty, the Division of Communication and the study guidance unit, about five title suggestions per programme were selected to continue in the process.
- The title proposals from the workshop were tested in six different focus groups with people from the target groups.
- In the first phase of the project, the focus groups have support from the consultancy firm Ungdomsbarometer in order to make a qualitative analysis.
- We supplement this analysis with the quantitative analysis from Ungdomsbarometern’s annual higher education report. The report is about young people’s intentions in terms of studies, and we were given the opportunity to ask additional questions about the concepts “Agronom” (Master of Science in Agriculture) and “Jägmästare” (Master of Science in Forestry).
- The sub-project groups compiles the joint results in a proposal.
- The Board of Education makes a primary assessment of the proposals.
- The project for developing the programme portfolio (PPUP) processes the portfolio and titles.
- Each sub-project compiles the dialogues with external stakeholders and students.
- Proposals from the PPUP are subjected to an in-house consultation round to the Board of Education, faculty boards, programme boards and relevant divisions within the university administration.
- Referral responses (from the in-house consultation) are submitted at the end of April.
- The Board of Education processes the results and establish a joint proposal.
- In June, the SLU Board decides on the programme offering for the academic year 2021/22.
The title proposals will be processed in the three different phases.
Phase 1 – conducted together with an external consultant (Ungdomsbarometern)
New proposals will be developed for the following programmes:
- Agricultural Programme – Food Science
- Agriculture programme – Animal Science
- Agriculture Programme – Rural Development
- Agriculture Programme – Soil and Plant Sciences
- Agricultural Programme – Economics and Management
- Forest Science – Master’s programme
- Horticultural Management: Garden Design – Bachelor’s programme
- Forest and Landscape Management.
New proposals are developed and tested for the following new programmes:
- Biotechnology for Sustainability
- Sustainable Use of Natural Resources
- Climate Adaptation and Mitigation for Sustainable Spatial Planning and Design
- Aquatic Environmental Assessment
- Bioinformatics for Natural Resources
- Health Promotion in Horses and Animal Healthcare
- Food Culture in Sustainable Spatial Planning
New proposals are developed and tested for the other following programmes:
- long Master’s programme titles
- economics programmes – differentiation
- Master’s programmes in forestry – differentiation.