A communication approach to strategic (ODL) positioning : pitfalls and prospects

Abstract

Positioning of any organisation is one of the key ways to ensure competitive advantage and ultimately its survival. In the context of distance learning, this is increasingly critical, because of increased competition among higher education institutions and technological developments. The distinction between contact and distance learning institutions is becoming increasingly blurred. Currently, Unisa has positioned itself as an institution where students “Learn without limits”. Although this is a communication approach to positioning, it has implications with regard to the expectations created among the students. This paper examines this positioning to determine the pitfalls and prospects that it presents, and the subsequent challenge to the institution in the extent to which it can live up to these expectations.