Kuenssberg's (2011) themes and words
| Universities' core functions | Research |
| Learning | |
| Teaching | |
| Education/educational | |
| Knowledge | |
| Environment (learning/teaching) | |
| Ideas | |
| Scholarship | |
| Aims and values | Excellence |
| Innovation/new | |
| Culture/cultural | |
| Quality | |
| Commitment | |
| Enhance | |
| Ambition/potential | |
| Creativity | |
| Stakeholders | Students |
| Graduates | |
| Staff | |
| Access/inclusion | Open |
| Access/accessible | |
| Inclusive | |
| Opportunity | |
| Participation | |
| Lifelong learning | |
| Service/society | Society/social |
| Community | |
| Service | |
| Partner/partnership | |
| The economy/employment | Economy/economic |
| Professional/professionalism | |
| Business/enterprise/technology | |
| Vocation/skills | |
| Competitiveness | Leader/leadership/leading |
| Distinctiveness | |
| Best/highest standards | |
| Outstanding | |
| Recognition/reputation | |
| Sphere of influence | International/world/global |
| National/[country name] | |
| Local/regional |
| Universities' core functions | Research |
| Learning | |
| Teaching | |
| Education/educational | |
| Knowledge | |
| Environment (learning/teaching) | |
| Ideas | |
| Scholarship | |
| Aims and values | Excellence |
| Innovation/new | |
| Culture/cultural | |
| Quality | |
| Commitment | |
| Enhance | |
| Ambition/potential | |
| Creativity | |
| Stakeholders | Students |
| Graduates | |
| Staff | |
| Access/inclusion | Open |
| Access/accessible | |
| Inclusive | |
| Opportunity | |
| Participation | |
| Lifelong learning | |
| Service/society | Society/social |
| Community | |
| Service | |
| Partner/partnership | |
| The economy/employment | Economy/economic |
| Professional/professionalism | |
| Business/enterprise/technology | |
| Vocation/skills | |
| Competitiveness | Leader/leadership/leading |
| Distinctiveness | |
| Best/highest standards | |
| Outstanding | |
| Recognition/reputation | |
| Sphere of influence | International/world/global |
| National/[country name] | |
| Local/regional |
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