"How do we want to be perceived?"

Thursday, July 22, 2021, 2:00 pm - 6:00 pm

The last Future Lab of the year will focus on how TU Dresden can increase its visibility through strategic communication. The seven thematic groups will address the challenge of how a global, leading university in the 21^st century can compete for the brightest minds, fully embody its Third Mission, and be best perceived in the media. We will discuss the following topics: How can we implement good science communication? What role will internal communication and social media play? How can TU Dresden attract more students?

Program details

Thematic groups

Thematic group 1 - establishing the brand

"TU Dresden as a brand - how can our university be developed into a real brand?"

Scientists are often unfamiliar with the terms brand or marketing. It sounds like advertising, as if one wants to sell education or research. But that is missing the point. A brand stands for values, visions, an attitude. A brand creates visibility and ultimately trust. Nobody can deny that Harvard or MIT are strong brands. In Germany, the TUM is also a brand, the TU Munich. And no one questions their academic excellence. To be a brand is to define your own identity and strengthen it in a credible way. How does TU Dresden perceive itself? How do we want to be perceived in the world? What are our values, our attitudes, our topics? How can all TU Dresden members be inspired and get involved? What can be derived from the mission statement?

Moderators: Prof. Frank Fitzek, Marion Schmidt

Thematic group 2 - visibility

"How can we increase our national and international visibility?"

In Saxony, everyone knows the TU Dresden. But does this also hold true for Hamburg, Cologne, Stuttgart - for London, Zurich, Rome? For New York, Shanghai or Delhi? National and international visibility is essential in many ways, e.g. to attract highly qualified scientists and the brightest students, to find cooperation partners or to raise third-party funds. Those who are not visible are easily overlooked. Where do we notice a lack of visibility? How can TU Dresden become more visible? To generate visibility, you need topics and people, outstanding research projects, research personalities, but also an attitude and opinion. What are the topics on which TU Dresden should have an opinion? How important is positioning in rankings? What role does the “university of excellence” status play in the perception by others? What role can the DRESDEN-concept research alliance play? How can alumni act as ambassadors both at home and abroad? What about negative visibility – how do we address it?

Moderators: Prof. Gianaurelio Cuniberti, Susann Mayer

Thematic group 3 - science communication

"What is good science communication?"

The value of science has drastically increased in recent years, not least due to research on the coronavirus and climate change. At the same time, there is also growing skepticism about science in some parts of society. There is the phenomenon of fake science. How can we rebut this? How can a research-driven university like TU Dresden position itself and actively communicate scientific findings to the outside world - in order to educate, but also to give something back to the society that supports it? How can we pique different target groups’ interest in science? And in introspect: How can science communication in the faculties and schools be strengthened and more closely linked to the university’s central communication? Which topics should be managed centrally, which should be address on a decentral level? How can the exchange between scientists and the central communication be bolstered? And last but not least, how can more researchers get involved in science communication?

Moderators: Dr. Uta Bilow, Konrad Kästner, Anne Vetter

Thematic group 4 - policy advice

"How should TU Dresden act as a political and societal stakeholder?"

Knowledge generated by science is set to make significant contributions to solving all major global challenges. But how can science and politics join forces? Nowadays, researchers are important advisors to political decision-makers. How can TU Dresden better insert its topics into discourse in politics, business and society - with the goal of ultimately influencing science policy decisions, such as funding programs? Does the university actually want to do this: Provide policy advice, engage in agenda setting, place topics proactively? Is this even possible and meaningful? What role does the involvement in scientific organizations play? Here, too, perception is everything. In this thematic group, we want to discuss how TU Dresden can get involved in political debates. Furthermore, we want to explore how TU Dresden can act in a societal context. It's about raising our voice, showing our stance, taking responsibility - while also standing up for our own interests.

Moderators: Prof. Anja Besand, Marvin Fischer

Thematic group 5 - social media

"Who do we want to be on social media?"

The internet and digital platforms are key information sources, especially for communicating with our students. Today, virtually everything takes place virtually, online, on social media, in networks - be it presenting academic achievements, garnering new students, informing the public, or disseminating opinions. It is all the more important to actively use, strengthen and expand these channels of communication. What new tools or even new channels can help shape our brand and increase TU Dresden’s visibility? However, do we really need to be involved in everything? How can we efficiently reach our target groups? And: What rules of the game do we need for TU Dresden members who are active on social media? How do we reconcile the individuals’ freedom of expression online with the interests of TU Dresden? For example: #IchbinHanna, a viral discussion on fixed-term contracts in academia.

Moderators: JProf. Anna Sophie Kümpel, Benjamin Griebe, Karl Donath, Peggy Götze

Thematic group 6 - student marketing

"How do we attract the right students?"

At TU Dresden, the number of first-year students has decreased slightly; in particular, the proportion of younger applicants coming to Dresden from the old federal states or from abroad is comparatively low. How can we better exploit the potential that TU Dresden has to offer? What distinguishes the type of students we want to attract? How can we attract more young women and more international students in particular? How do the requirements for Bachelor and Master students differ? The more precise our understanding, the better we can address the various target groups. How can we actively involve students and alumni in marketing, prompt them to give testimonials and to act as multipliers? What role can lecturers play? What are modern forms of addressing prospective students, and what are the best ways to reach them?

Moderators: Betty Baumann, Carola Queitsch, Lorenz Jessel

Thematic group 7 - internal communication

"What do we need for successful internal communication?"

Nothing is as important as the efficient exchange of information for a successful day at work. As we have seen during the pandemic, it is essential to have fast and efficient internal communications. Nowadays, members of staff are not only working in the office, but are able to do so while travelling or from home. Most communication already takes place online. The intranet will play an important role for our internal communication. However, after a long hiatus, many staff members are longing for face-to-face meetings, and there is also a growing desire for more direct dialog and participation. How do we succeed in communicating with one another in a modern, transparent and efficient way? What’s the best way to communicate – in person, on paper, or online? How relevant are newsletters, circular emails, office banter, and publications such as the university newspaper?

Moderators: Grit Karchow, Claudia Vojta

The Future Labs 2021 are funded by the Federal Ministry of Education and Research (BMBF) and the Free State of Saxony as part of the Excellence Strategy of the German Federal and State Governments.