Universities have been urged to make it easier for businesses to establish marketing links with them by a new report.
According to the Council for Industry and Higher Education (CIHE) Influence through Collaboration report, institutions should focus on improving knowledge transfer.
The report advises that universities play more to their strengths such as developing intellectual and personal capabilities.
It also suggests improving external marketing, such as mailing campaigns, to boost links with businesses and help develop a better understanding of each other.
Richard Brown, chief executive of the CIHE, explained that working together requires a “commitment from both sides” seeking “active collaboration”.
Bill Rammell, minister for higher education, said: “Our higher education system is already world class but we can do even more to equip our people with the high level skills demanded by employers.
“Every university, college and business should be thinking hard about how it can
respond to this important challenge.”