An empirical research on the messages transmitted by the universities mottos

Abstract

The purpose of this paper is to present some results of our empirical research on the messages transmitted by the universities mottos. In a global market for higher education, universities must compete for students re-thinking their offer, and their attractors. One of these attractors is the motto of the university, which suggests an inspiring message. Not all universities have chosen a motto, but many of them have done it. We considered 365 such mottos and we performed a frequency analysis of their components. That means, we analysed the most frequent words used and the key meanings associated with them. These meanings are found also in the vision and mission statements of the chosen universities.higher education, meanings, mottos, universities.