Resonating or Missing the Mark? Indigenous Students’ Perspectives on University Marketing Communications

Abstract

This study explores the perspectives of Indigenous Australian students on the marketing and communication materials of higher education institutions, highlighting their crucial role in attracting Indigenous students and revealing a lack of authentic engagement with Indigenous voices. While outreach and enabling programs have boosted participation, a significant gap remains in research on marketing and communication strategies that resonate with Indigenous students. This is especially relevant in the context of the Universities Australia Indigenous Strategy 2022–25 and the Australian Universities Accord, which aim to enhance Indigenous participation. Drawing on three yarning sessions with 15 students, this research identifies a disconnect between institutional marketing and Indigenous students’ lived experiences. Key shortcomings include generic content, difficult-to-navigate information, and the exclusion of Indigenous perspectives. Students call for authentic representation, inclusive messaging that reflects their identities, aspirations, and lived experiences. The findings emphasise the need for culturally informed, creative communication and practical strategies beyond one-size-fits-all marketing.