Sunday, January 6, 2008

Utah Valley State College to become Utah Valley University

Utah Valley State College gears up for its 6th name change to Utah Valley University on July 1, 2008. Over the years, the school has transitioned from a site offering vocational classes, to a technical college, to a community college, to a state college, and will become a university. In 2007, the Utah state legislature and governor approved the offering of a Master's in Education and the move to university status.

The plan to move to university status appears to be well coordinated and better documented than any institution I've seen in recent time. The website dealing with this change is "chock full" of useful information that would benefit any school considering the "college-to-university" metamorphosis. I wish that I had known about this change while in the research phase of my dissertation. Needless to say, I am impressed with the attention to detail to which this institution has committed itself and the administration's willingness to provide this info to stakeholders. In a word, "Impressive."

See the following:

Top Ten FAQ's About UVU.
University Status Commentary.
Governance and Administration of Higher Education in Utah.
Students' FAQs
Communities of Engaged Learners Initiative.
Marketing and Promotion.

The school appears to be using a "Translucent Warning" brand implementation strategy (Kaikati & Kaikati, 2003) in the process of changing its name. By keeping the primary identifier of "Utah Valley," but the dropping of "State," this is an example of what I termed as a minor-complex name change. See Chapter Three: Realizing the "College-to-University" Change from my dissertation. This chapter outlines the various brand implementation strategies and types of name changes instituted when colleges transitioned to a universities.

See USVC edges toward university debut by Brittani Lusk of the Daily Herald

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