Attracting students and young researchers to the field of refractory engineering poses a constant challenge to universities and the industry. A lack of students does not only result in a lack of refractory engineers, it also threatens the existence and development of refractory engineering as a distinctive academic subject. This paper presents an empirical study which finds the image of the discipline to be rather blurred than explicitly negative. Referring to brand theory, this paper concludes on suitable strategies to sharpen the discipline's image and to enhance the visibility of refractory engineering as a field of education and research. The authors present communication measurements and instruments capable to raise students' interest in the subject. Examples of best practice illustrate communication activities for relevant target groups which include students and young researchers but also the wider public.
展开▼
