Our role in an increasingly changing, globalised world undergoing a digital transformation.
"University West is a driving force within society, working together with the surrounding community to create knowledge and to make this knowledge accessible to a wider audience".
Our vision describes the institution's vision which we constantly strive to uphold and expresses our role and the benefits to the community-at-large that we can offer. Our vision aims to create an internal consensus concerning how our institution should be further developed. It is a compass in our daily work as well as for our long-term direction of the journey.
Our vision places demands upon us. Being an active member of the community means that we see a need, take a position, take the initiative, and propel the development forward. We act and work together with the world around us, which means we are always seeking opportunities for joint collaboration outside of our academic sphere. And making knowledge accessible to more people means that we take our social role as a university seriously and are constantly striving to broaden our recruitment base and reach more people. This imposes educational and communicative demands upon us to be accessible, open and inclusive.
What we do and how we work:
"Together with the society-at-large, we are creating and disseminating knowledge, skills, expertise and learning. Because it is in the interaction between academia, the business community and the society-at-large where the best insights are created, solutions to problems, and development that responds to current and future needs and challenges, are found."
The mission statement and concept describes how our institution works vis-à-vis our vision. In short, our mission statement and concept describes our overall purpose and raison d'être, and how we fulfil our mission.
The mission statement and concept would remain the same even if our goals and targets were to be replaced and changed as they are achieved or become outdated.
Our core values
What we are
Our core values describe the characteristics of our institution and what defines us. Who we are and how we do things. Our personality and our identity. Our core values guide us in everything we do. When each of us who work at West University lives up to them in each day, we have the prerequisites to work towards achieving our vision and be perceived as consistent and relevant to the community-at-large.
The more people who can share our knowledge the better. All relationships grow in a mutual giving and taking. Therefore, we work to be helpful and actively share our knowledge, experience and contacts with the surrounding community. We take pride in the successes of each other, and are generous with praise, support and encouragement: between colleagues, to our students, and to our collaborative partners.
We strive for participation with employees, students and collaborative partners. We are open vis-à-vis the world outside and welcoming to those we interact with, and work to facilitate the potential of the individual, irrespective of gender, age and background. Equality and everyone’s equal value is given.
We know that diversity makes us stronger, and that interaction and mutual collaboration is our most important factor for success.
We have a strong incentive to influence and be engaged with the development of the society and the individual. We are responsive, courageous and aren't hesitant to take a stand. We welcome new ideas and self-generated initiatives here. Our ambition is to always be at the forefront within our fields of knowledge. Therefore, we are proactive, actively engaged and take responsibility for ensuring that things get done - for our own further development as an university, for the personal growth of our students, as well as vis-à-vis our colleagues and in our interactions and collaborations.
We have not the slightest doubt that there are new and innovative ways of conducting academic activities. Therefore, we look to break new ground, go our own way, and question norms and traditions. We are confident in ourselves and proud of
what makes us unique. This is all because we are "crazy enough" to believe that interaction and collaboration is the best way to promote education and research. We are "crazy enough" to invest in increasing scientific knowledge and ground-breaking international research, even though some might consider us to be a minor university. And we are also "wise enough" to believe that everyone wants to experience personal growth, irrespective of their background and/or age.
What we want to be known as:
"Sweden´s leading university in the field of Work Integrated Learning (WIL) - creating knowledge and development in the interaction between academia and the world outside."
Positioning is about what we want the world outside to think about us and what distinguishes us from other institutions of higher education. Simply what we want above all that all our target audiences will know about us. We communicate this in order to create a unique position in the consciousness of our target audiences.
What makes us unique and what is our greatest strength, is Work Integrated Learning (WIL) – knowledge and development which is created in the interaction between academia and the world outside, and making it available to more people.
University West has been assigned the mandate by the Swedish Government to further develop Work Integrated Learning, and we are presently the leading universities in terms of WIL in our educational programmes. WIL is also one of the research areas at University West.
We have the task to explain and show all the benefits that WIL means for our various stakeholders. They should know why it's a win for them.
What we promise and deliver: Knowledge in collaboration
The brand promise puts our position into words and describes what we offer and what everyone who comes in contact with us has is entitled to expect, and what we all should do in order to always deliver.
Strong brands make promises that they can keep and always deliver what is expected of them, at a minimum. Interaction and collaboration with the society-at-large, the business community and the public sector is the very foundation for our educational and other activities. And that's what we promise our target audiences.
More about the brand - see below: