Positioning
Universities require a clear positioning in order to stand out from the competition and to assert themselves. This applies both outwardly and internally. The content below is primarily aimed at staff, with the goal of establishing a consistent self-image for our university.
We are moved by what moves people
We are a university specialising in the human sciences. Our faculties research and teach on topics related to people and their institutions. In doing so, we aim to make a lasting contribution to people and society – and thus advance the human sciences.
Universities are in competition with each other – primarily for scientific knowledge, but also for outstanding students, researchers, and administrative and technical staff. To compete and differentiate itself from other universities, a clear positioning is essential. This positioning must be internalised and embodied by the entire institution. The following discussion on brand personality, the brand promise and our positioning statement should help to achieve this.
Brand personality
Brand personality is the distinctive way of defining and communicating a brand. The four pillars of the University of Lucerne's brand personality are: personal, respectful, socially relevant and future-oriented.
Personal
Our personal character and central location in the heart of Switzerland and Europe make us stand out. Our manageable size and open campus atmosphere provide optimal conditions for learning, working and networking between students and faculty. We nurture this unique spirit because we know that talent develops best in a personal environment where it can work towards its goals. Students and researchers also benefit from the short distances in all organisational matters. Individual support and attention are the basis for high-quality research and teaching.
Respectful
We are committed to the well-being of people and society and uphold high ethical standards. We put people first, not only as an organisation, but also in our daily interactions. For us, acting humanely is a personal commitment that ensures our working and learning environment is open, friendly and respectful. We understand the importance of working together in an inclusive and constructive manner. We treat each other as equals – person to person.
Socially relevant
We focus on the full range of issues relevant to people and society. We conduct research and teaching at the highest level. Our students acquire interdisciplinary knowledge and valuable academic skills that can be applied in a wide range of fields. We nurture talent and equip students with a high level of problem-solving and methodological skills. Everything we do and teach centres around the well-being of society.
Future-oriented
Our mission: research and teaching must contribute to the betterment of the world and the advancement of society. On our way to becoming a leading university of the human sciences in Europe, we seek and find answers to society's big questions. In doing so, it is essential to critically assess and learn from social phenomena. By anticipating and tackling tomorrow's challenges, we can help shape the future. The University of Lucerne creates the basis for a differentiated opinion-forming process and seeks intelligent solutions. For people, for society, for the future.
Our brand promise: Moving Human Sciences
The brand promise defines what the brand wants to emphasise to current and prospective stakeholders. Our brand promise, “Moving Human Sciences”, highlights the power and potential of the human sciences. It also highlights a desire to promote the human sciences as a discipline. The human being is the central focal point, not only due to the content-related orientation, but also in the sense of being a personal university in its daily interactions.
Positioning statement
The positioning statement defines the purpose, target groups and unique selling points of a brand.
"We are the personal research and educational centre for students, researchers, employees and the public in the heart of Switzerland and Europe. With our focus on the human sciences, we conduct cutting-edge research and teaching, thereby making a significant contribution to people and their institutions.”
Vision, mission and strategy
In addition to positioning, vision, mission and strategy are key elements that define the framework in which our university operates.
Vision
We are a university of the human sciences. Within the next ten years, we want to be among the leading universities of the human sciences in Europe and form a league of our own.
Mission statement
Our 2018 mission statement defines the values and principles that guide our actions: personal relationships and dialogue are important to us. We form a research, teaching, learning and working community that is characterised by respectful interaction, appropriate participation, transparent communication, attractive working conditions and mutual trust. Students receive high-quality teaching with a good student-teacher ratio and fair performance assessments. All members of the university help to shape the university and take responsibility for its development.
Strategy
Who are we? What do we want? What are we trying to do? What do we need to be aware of? These questions are answered in the “Strategy 2023 to 2026” approved by the University Council in 2022.
