ON-SITE LEARNING SESSION 2: How can we act upon the improvement of university promotion?




sending ball

The focus of this module is on everyday communication because branding plans must be carried to action through everyday communication. In our work environments we combine institutional with interpersonal communication. While doing administration work, teaching, talking to colleagues, students, or boss we combine institutional discourse related to our daily tasks with personal interaction. Institutional and interpersonal communication are essential tools in our daily jobs and their good use will depend on our communication skills.

The learning materials have been developed by Carmen Santamaría, University of Alcala, (UAH), Weronika Ćmielewska, University of Lodz (UL) and Rasmus Aberg, (ESN)


(1) “Implementing strategies to improve the reputation of our universities through internationalisation: Institutional and interpersonal communication”. Carmen Santamaría, (UAH) explores how we can all contribute to improve the reputation of our universities in our daily interaction both at institutional and interpersonal communication.

(2) “Students – the best marketing ambassadors” Weronika Ćmielewska, (U. Lodz) shows how students can greatly contribute to develop trust in our institutions and spread the word.

(3) “How to collaborate with student organisations in the promotion of universities” Rasmus Aberg, (ESN) elaborates on the important role played by student organisations in the promotion of universities. 


Questions for reflection:

  1. Did you have instruction for the use of effective communication in your work environment? Are you familiar with style manuals of your institution? What do they regulate?
  1. Are you aware of the two main functions of communication, i.e. transactional and interactional?
  1. How do you thank your recipient when including a thank you note on a paper document? A post-it? Formal letter? Nothing?
  1. Let’s focus now on a different kind of speech act, i.e. a request. Could you please think of a request you would normally do in your family environment/ at work that may cause any of these emotions:
    • Disappointment
    • Frustration
    • Annoyance…

University staff faces the challenge of communicating with speakers from all over the world. It is not possible to know the cultural preferences of speakers all over the world but, at least, we can consider two universal needs by individuals (according to Brown and Levinson, 1987, [1978])

  • Need to be appreciated
  • Need for consideration and respect of personal space

More guidance on institutional communication within an intercultural approach is advised as it would cater for the successful interaction of people from different cultural backgrounds by drawing on culture knowledge and understanding.


In the last module of this learning session, Stefan Jahnke, (EUF) and Rasmus Aberg (ESN) deal on the topic of Student organisations and attractiveness of universities with the following objectives:

  • Arise interest in cooperation with student organisations
  • Promote a better understanding of forms of cooperation with student organisations
  • Increase the attractiveness of universities through cooperation with student organisations

You can watch their video presentation here: https://youtu.be/S72fEZCDfI4


If you can work with colleagues on this topic, you can discuss the following:

1) Positive examples you have encountered in cooperating with student organisations,

2) Whether this directly or indirectly can increase the attractiveness of universities

3) Whether there may be other ways that cooperation with student organisations can increase the attractiveness of our institutions



Carmen Santamaría-García for session layout and the contents mentioning her.  Weronika Ćmielewska, Stefan Jahnke and Rasmus Aberg for the contents mentioning them.