Hong Kong’s Open University seeks rebrand to distance itself from distance learning roots, much to some alumni’s chagrin
- The university’s leaders have put out a call for suggestions for a new name that can ‘better reflect its current status as a full-fledged university’
- At least two prominent alumni, however, have said it should focus more on the quality of its graduates
What’s in a name? Well, in the case of Hong Kong’s Open University, it’s outdated associations with adult distance learning, the school’s leaders say.
In a rare move for institutions of higher learning, the 31-year-old school is now asking the public for suggestions for a new name that can update its image and reflect its position as a full-service university offering bachelor’s degrees and postgraduate courses.
The university said on Monday that it hoped “a more appropriate title” could “better reflect its current status as a full-fledged university as well as its focuses and strengths”.
A “Selection Committee on University Title” has been formed and is inviting the public to submit their suggestions online by September 30.
Dr Cheung Kwok-wah, dean of the university’s school of education and languages, said: “Some people still have the misunderstanding that we are a distance education institution, partly because of the title of Open University, by which some would link it to those offering open access education through distance delivery mode.”
“Some people even thought the quality of our graduates was lower than those of the so-called UGC-funded institutions,” Cheung added, referring to institutions publicly funded by the University Grants Committee.