Strategy 2035 – Bath Spa University
Source: https://bathspa.ac.uk/about-us/culture-and-values/strategy-2035
Archived: 2026-04-23 17:09
Strategy 2035 – Bath Spa University
Skip to main content
Strategy 2035
The Professionally Creative university for the future
Our foundations
What will 2035 feel like?
What it means for you
Our strategy: a snapshot
Read and download
Video: What does Professionally Creative mean to you?
Our Purpose
Bath Spa University is the Professionally Creative University for the future. Creativity is our human superpower. It’s at the heart of our purpose and our planning.
Professional creativity transcends subject disciplines, and BSU connects learners, staff and external partners with applied research and innovation.
We power inclusive growth through creative education and skills development, and we shape futures using practice based, innovation-intensive learning for all.
Our Challenge
Bath Spa University was founded on the belief that creativity and education drive human progress. As we step into a decade defined by technological, social and environmental disruption, we reaffirm this as our guiding purpose.
We harness
professional creativity
to unlock human potential, strengthen communities and drive inclusive, sustainable growth across the West of England, in London, nationally and globally.
Our diverse learners, colleagues and partners bring lived experience, ambition and imagination to fuel new ideas and practical solutions. We define creativity broadly, and harness creative thinking and human talent to generate meaningful outcomes.
Our ambition
By 2035, Bath Spa University will be recognised as a distinctive, sustainable, national university proudly rooted in the South West. We will be celebrated for leading:
Inclusive growth
, removing barriers to opportunity and enabling our diverse community of learners to develop career enhancing skills, and to flourish.
Professionally Creative education
, pioneering flexible, personalised and practice-driven lifelong learning opportunities.
Creative and civic innovation
, working with small and medium sized enterprises, public bodies, cultural institutions and social enterprises within the core economy to deliver social and cultural value as well as economic impact.
Professional practice
, combining academic rigour with application, exploration, experiential learning and discovery.
Watch: Strategy Videos
What does One BSU mean to you?
What does One BSU mean to you?
Lifelong Learning Entitlement Explained
Lifelong Learning Entitlement Explained
How can creativity and education shape a better future?
Our answer is to be the
Professionally Creative university for the future
— a community where inclusive interdisciplinary teaching, research, enterprise and partnership fuse to create social, cultural and economic value.
Shaping the future
We live in times of profound change. Technological acceleration—including the rapid rise of AI—is reshaping how we learn, work and communicate. Economic uncertainty, skills shortages and demographic shifts are transforming expectations of higher education, while sustainability imperatives and geopolitical volatility require new forms of collaboration, resilience and civic purpose.
These forces are not abstract. They shape the daily realities of our learners, colleagues, partners and communities nationally and globally. Demand for lifelong learning and skills is increasing, new industries and creative technologies are emerging, patterns of study, work and living are evolving. Learners are balancing more responsibilities, seeking new forms of flexibility, and requiring stronger support to thrive.
Bath Spa University is uniquely positioned to thrive in this context. Professional creativity—our defining strength—provides the mindset, skills and behaviours needed to navigate uncertainty, imagine new possibilities and design practical solutions. Our diverse student communities and locations, our longstanding commitment to inclusion, and our network of educational, civic and industry partners place us at the heart of the social, cultural and economic systems undergoing the fastest transformation.
We will move into the next decade as the
Professionally Creative University for the future
: shaping industries, empowering communities, expanding opportunity and inspiring learners at every stage of life.
Our foundations
1. Outstanding, innovation-intensive teaching, research and knowledge exchange
The interconnection of our innovation-intensive teaching, interdisciplinary research and impactful knowledge exchange will be the engine of
professional creativity
. We will:
Partner
with schools, colleges, professional bodies, industry, employers, and other universities to deliver innovative, career enhancing, lifelong learning pathways.
Respond to new learning needs proactively through
flexible, personalised, practice-driven
delivery methods that develop skills and unlock talent.
Harness
digital fluency and creative technologies
to enhance teaching, research and innovation, using AI responsibly and ethically.
Offer outstanding student experiences, enriched by
world class research, enterprise and knowledge exchange
.
2. Regionally essential, nationally leading, internationally connected
Our value and contribution to the places we inhabit will be undisputed and bespoke. We will:
Support the
everyday core economy
, where microbusinesses, SMEs, creative enterprises, public and third sector organisations drive growth and employment.
Strengthen our
civic, regional and international partnerships
so that ideas, research and creativity have real-world impact.
Expand our
deep and innovative partnerships
with further education colleges, cultural institutions, industry, professions, and purpose-led organisations to deliver social and cultural value as well as economic growth.
3. Values-led and socially responsible
Social value and inclusion will remain an essential part of our DNA as we break down barriers to opportunity, fuelling social mobility and inclusive growth. We will:
Ensure that
lifelong learning opportunities
reach those historically underserved by higher education.
Enact our core values of
respect, inclusion, collaboration and sustainability
.
Be recognised for our leadership and research in
sustainable, responsible and ethical practices
, including the ethical use of AI.
4. Organised for success: One BSU
Our staff and learners will be valued, challenged and supported to thrive. We will:
Collaborate across departments and disciplines as
One University
, aligning priorities, sharing expertise, streamlining processes and working together to deliver our strategic goals.
Shape our portfolio
by developing innovative, career enhancing learning opportunities, and ensure our long-term financial sustainability by growing learner numbers at our teaching sites in London, Birmingham and overseas, maintaining learner numbers in Bath, and reducing the proportion of learners studying with educational partners.
Our teaching sites will be differentiated to meet the needs of the learners and communities that they serve and
connected through our shared purpose and values
.
What will 2035 feel like?
A university alive with possibility, purpose and Professionally Creative energy.
By 2035, Bath Spa University will feel distinctive—more connected, more confident and more future-facing—while remaining unmistakably true to its creative, inclusive character. The experience of being a learner, colleague or partner will reflect a university that has continued to grow in ambition, clarity and impact.
Learning that adapts to life
Learners—whether 18 or 80—will experience flexible, personalised pathways that meet them where they are and take them where they want to go. Learners will move seamlessly across modular, hybrid, work-integrated and campus-based study, supported by academic communities who know them and a digital ecosystem that makes navigation easy.
Learning at BSU will feel Professionally Creative: alive with collaboration, experimentation and making. Classrooms, studios, labs and digital spaces will blend fluidly, supporting learning that is practical, immersive and industry connected.
A community where you matter
Everyone—learners, colleagues and partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
Support will be proactive, personalised and consistently excellent. BSU’s culture will be characterised by collaboration, kindness, curiosity and high expectations. People will feel trusted, empowered and motivated to do their best work.
Creative industries and civic life enriched by BSU
Across Bath, southwest Britain, Birmingham and London, the footprint of BSU will be unmistakable. Microbusinesses, freelance practitioners, cultural organisations and social enterprises will be flourishing through our support, spaces, research and talent pipelines. Our graduates will be shaping sectors—from creative technologies to sustainability, education, wellbeing, science, business and design.
Public services, schools, FE colleges, charities and businesses will trust us as a partner who listens, collaborates and delivers meaningful mutual value.
Research and innovation with visible impact
Transdisciplinary teams will be tackling complex challenges—from digital inclusion to climate resilience, cultural participation to mental health and creative technologies.
Research projects will be embedded in communities and industries, producing outcomes that matter.
Innovation will feel natural: part of how we teach, how we partner and how we contribute to the world.
Digital that feels human
Our digital platforms will feel intuitive, supportive and connected. AI-enabled tools will enhance creativity, accessibility and collaboration, while never replacing the human relationships that define BSU.
Virtual and physical spaces will blend to create campus experiences that are seamless, sustainable and engaging—whether in person or online.
A university that is aligned and agile
Colleagues will experience an institution that is organised for success: clear structures, simple processes, and a shared sense of purpose. Decision-making will be transparent, communication will be coherent, and collaboration will feel intuitive.
We will be financially sustainable, academically confident and strategically connected—able not only to adapt to change but to shape it.
BSU in 2035 will be a university that is
creative, inclusive, sustainable, and full of possibility
. A place where ideas grow, where people flourish and where creativity is a force for good in the world.
Delivery
Our core strategy will be delivered through our supporting strategies, implementation plans and delivery handbook.
Learning that adapts to life
Learners—whether 18 or 80—will experience flexible, personalised pathways that meet them where they are and take them where they want to go. Learners will move seamlessly across modular, hybrid, work-integrated and campus-based study, supported by academic communities who know them and a digital ecosystem that makes navigation easy.
Learning at BSU will feel Professionally Creative: alive with collaboration, experimentation and making. Classrooms, studios, labs and digital spaces will blend fluidly, supporting learning that is practical, immersive and industry connected.
A community where you matter
Everyone—learners, colleagues and partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
Support will be proactive, personalised and consistently excellent. BSU’s culture will be characterised by collaboration, kindness, curiosity and high expectations. People will feel trusted, empowered and motivated to do their best work.
Creative industries and civic life enriched by BSU
Across Bath, southwest Britain, Birmingham and London, the footprint of BSU will be unmistakable. Microbusinesses, freelance practitioners, cultural organisations and social enterprises will be flourishing through our support, spaces, research and talent pipelines. Our graduates will be shaping sectors—from creative technologies to sustainability, education, wellbeing, science, business and design.
Public services, schools, FE colleges, charities and businesses will trust us as a partner who listens, collaborates and delivers meaningful mutual value.
Research and innovation with visible impact
Transdisciplinary teams will be tackling complex challenges—from digital inclusion to climate resilience, cultural participation to mental health and creative technologies.
Research projects will be embedded in communities and industries, producing outcomes that matter.
Innovation will feel natural: part of how we teach, how we partner and how we contribute to the world.
Digital that feels human
Our digital platforms will feel intuitive, supportive and connected. AI-enabled tools will enhance creativity, accessibility and collaboration, while never replacing the human relationships that define BSU.
Virtual and physical spaces will blend to create campus experiences that are seamless, sustainable and engaging—whether in person or online.
A university that is aligned and agile
Colleagues will experience an institution that is organised for success: clear structures, simple processes, and a shared sense of purpose. Decision-making will be transparent, communication will be coherent, and collaboration will feel intuitive.
We will be financially sustainable, academically confident and strategically connected—able not only to adapt to change but to shape it.
BSU in 2035 will be a university that is
creative, inclusive, sustainable, and full of possibility
. A place where ideas grow, where people flourish and where creativity is a force for good in the world.
Delivery
Our core strategy will be delivered through our supporting strategies, implementation plans and delivery handbook.
What it means for you
To shape the future rather than react to it:
We will respond to new learning needs
with flexible, personalised, practice-driven and modes of study that develop skills and unlock talent.
We will champion social value and inclusion
, ensuring that lifelong learning opportunities reach those historically underserved by higher education.
We will move into the next decade as the
Professionally Creative University for the future
: expanding opportunity and inspiring learners at every stage of life.
Professional creativity
and digital fluency will inspire excellent teaching content and delivery, across all our subject disciplines.
The interconnection of our innovation-intensive teaching, research and knowledge exchange will be the engine of
professional creativity
.
We will offer an outstanding student experience, enriched by world class research, enterprise and knowledge exchange activities.
Our staff and learners will be valued and supported to thrive.
Inclusion will be a lived experience within our diverse community of learners.
We will be a beacon for wellbeing for our staff, learners and within our regions.
Students—whether 18 or 80—will experience flexible, personalised pathways that meet them where they are and take them where they want to go. Learners will move seamlessly across modular, hybrid, work-integrated and campus-based study, supported by academic communities who know them and a digital ecosystem that makes navigation easy.
Learning will feel Professionally Creative: alive with collaboration, experimentation and making. Classrooms, studios, labs and digital spaces will blend fluidly, supporting learning that is practical, immersive and industry connected.
Everyone—learners, colleagues and partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
To shape the future rather than react to it:
We will
Harness digital fluency and creative technologies
to enhance teaching, research and innovation.
We will
Shape our portfolio
to ensure our long-term financial sustainability by growing learner numbers at our teaching sites across the UK and overseas, maintaining learner numbers in Bath, and consolidating the number of learners studying with educational partners.
We will move into the next decade as the
Professionally Creative University for the future
: expanding opportunity and inspiring learners at every stage of life.
Professional creativity
and digital fluency will inspire excellent teaching content and delivery, across all our subject disciplines.
The interconnection of our innovation-intensive teaching, research and knowledge exchange will be the engine of
professional creativity
.
We will be recognised for our leadership in sustainable, responsible and ethical practices.
We will be renowned for ethical and sustainable digital transformation and streamlined processes.
Our staff and learners will be valued and supported to thrive.
We will be a beacon for wellbeing for our staff, learners and within our regions.
Everyone—learners, colleagues and partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
BSU’s culture will be characterised by collaboration, kindness, curiosity and high expectations. People will feel trusted, empowered and motivated to do their best work.
Colleagues will experience an institution that is organised for success: clearer structures, simplified processes, and a shared sense of purpose. Decision-making will be transparent, communication will be coherent, and collaboration will feel easy.
We will be financially sustainable, academically confident and strategically connected—able not only to adapt to change but to shape it.
To shape the future rather than react to it:
We will
Support the everyday core economy
, where microbusinesses, SMEs, creative enterprises, public and third sector organisations drive growth and employment.
We will
Strengthen our civic, regional and international partnerships
so that ideas, research and creativity have real-world impact.
Our value and contribution to the places we inhabit will be undisputed.
Develop a connected community across all campuses and sites
, where everyone belongs and every learner matters.
We will move into the next decade as the
Professionally Creative University for the future
: shaping industries, empowering communities, expanding opportunity and inspiring learners at every stage of life.
We will be a beacon for wellbeing for our staff, learners and within our regions.
Everyone, including our partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
Across Bath, the West of England and London, the footprint of BSU will be unmistakable. Microbusinesses, freelance practitioners, cultural organisations and social enterprises will be flourishing through our support, spaces, research and talent pipelines. Our graduates will be shaping sectors—from creative technologies to sustainability, education, wellbeing and design.
Public services, schools, FE colleges, charities and businesses will trust us as a partner who listens, collaborates and delivers meaningful mutual value.
We are ranked in the
top 20%
for student satisfaction with teaching and feedback on assessments
BSU won
Best University
Employability Strategy
of the Year
in 2025
Bath Spa University is home to students representing more than
40 different
countries
BSU was the highest-rising university in The Guardian University Guide 2026, climbing 47 places now in
top 50% of UK
Bath Spa University secured
‘Outstanding’
Ofsted ratings following inspection in July 2025
BSU opened its first site in London Hackney, in 2020 followed by BSUL (Canary Wharf) launched Sept 2025 with now
more than 4100 BSU students
studying in the capital.
In the 2025 National Student Survey, BSU improved in all areas
Over 81%
of our staff would recommend BSU to a friend as a place to work
Almost 30% of our students have a declared disability, 95% of Bath Spa University London are mature learners
14 graduate
positions
advertised in 2024, up from 5 in 2023; graduate roles starting salary £25,138
BSU has been recognised as an Adobe Creative Campus since 2022
BSU is a certified member of Social Enterprise UK (SEUK) - the leading global authority and largest network of social enterprises in the UK
Somer opened, a retail hub supporting 100 sustainable fashion microbusinesses and BSU students
BSU is the
second most sustainable university in the UK
and has long ranked within the
top 20%
of universities for sustainability performance
BSU won
The Sunday Times
University of the
Year for Social
Inclusion
2024
BSU ‘sets a benchmark for the sector’ with 2025 Digital Transformation Award at the ALT awards
The Studio has 68 residents of SMEs and freelancers, 42% grew their turnover in the past 12 months, 65% earned their living from work based at The Studio.
BSU: Largest Initial Teacher Training provider in the South West, supporting
3,500
school-based teachers each year to enter this skills-shortage profession.
Total student numbers: Approximately
7,000 in Bath, 4,133 in London
. Significant number studying with our partners
Work from over 100 students, staff and alumni across the University was celebrated across the five week festival, Sparkfest. A vibrant showcase of dance, theatre, film and music.
BSU’s turnover as of year end 31 July 2025 is
£268.3m
BSU’s freelance creative agency,
Juno House
, launched in 2025. 41 students recruited into the freelancer pool.
Watch: Strategy Videos
Innovation-Intensive Explained
Innovation-Intensive Explained
Everyday Economy Explained
Everyday Economy Explained
Our strategy: a snapshot
Our purpose
Bath Spa University is the Professionally Creative University for the future. Creativity is our human superpower. It’s at the heart of our purpose and our planning.
Professional creativity transcends subject disciplines, and BSU connects learners, staff and external partners with applied research and innovation.
We power inclusive growth through creative education and skills development, and we shape futures using practice based, innovation-intensive learning for all.
Our ambition
By 2035, Bath Spa University will be recognised as a distinctive, sustainable, national university proudly rooted in the South West. We will be celebrated for leading:
Inclusive growth
, removing barriers to opportunity and enabling our diverse community of learners to develop career enhancing skills, and to flourish.
Professionally Creative education
, pioneering flexible, personalised and practice-driven lifelong learning opportunities.
Creative and civic innovation
, working with small and medium sized enterprises, public bodies, cultural institutions and social enterprises within the core economy to deliver social and cultural value as well as economic impact.
Professional practice
, combining academic rigour with application, exploration, experiential learning and discovery.
Our foundations
Outstanding, innovation-intensive teaching, research and knowledge exchange
Regionally essential, nationally leading, internationally connected
Values-led and socially responsible
Organised for success: One BSU
Read and download the Strategy 2035
You can read the Strategy 2035 document here using the Issuu browser, or download the PDF using the link below.
BSU Strategy 2035 (PDF)
You can also download the one page Strategy 2035 snapshot:
Strategy 2035 Snapshot (PDF)
Skip to main content
Strategy 2035
The Professionally Creative university for the future
Our foundations
What will 2035 feel like?
What it means for you
Our strategy: a snapshot
Read and download
Video: What does Professionally Creative mean to you?
Our Purpose
Bath Spa University is the Professionally Creative University for the future. Creativity is our human superpower. It’s at the heart of our purpose and our planning.
Professional creativity transcends subject disciplines, and BSU connects learners, staff and external partners with applied research and innovation.
We power inclusive growth through creative education and skills development, and we shape futures using practice based, innovation-intensive learning for all.
Our Challenge
Bath Spa University was founded on the belief that creativity and education drive human progress. As we step into a decade defined by technological, social and environmental disruption, we reaffirm this as our guiding purpose.
We harness
professional creativity
to unlock human potential, strengthen communities and drive inclusive, sustainable growth across the West of England, in London, nationally and globally.
Our diverse learners, colleagues and partners bring lived experience, ambition and imagination to fuel new ideas and practical solutions. We define creativity broadly, and harness creative thinking and human talent to generate meaningful outcomes.
Our ambition
By 2035, Bath Spa University will be recognised as a distinctive, sustainable, national university proudly rooted in the South West. We will be celebrated for leading:
Inclusive growth
, removing barriers to opportunity and enabling our diverse community of learners to develop career enhancing skills, and to flourish.
Professionally Creative education
, pioneering flexible, personalised and practice-driven lifelong learning opportunities.
Creative and civic innovation
, working with small and medium sized enterprises, public bodies, cultural institutions and social enterprises within the core economy to deliver social and cultural value as well as economic impact.
Professional practice
, combining academic rigour with application, exploration, experiential learning and discovery.
Watch: Strategy Videos
What does One BSU mean to you?
What does One BSU mean to you?
Lifelong Learning Entitlement Explained
Lifelong Learning Entitlement Explained
How can creativity and education shape a better future?
Our answer is to be the
Professionally Creative university for the future
— a community where inclusive interdisciplinary teaching, research, enterprise and partnership fuse to create social, cultural and economic value.
Shaping the future
We live in times of profound change. Technological acceleration—including the rapid rise of AI—is reshaping how we learn, work and communicate. Economic uncertainty, skills shortages and demographic shifts are transforming expectations of higher education, while sustainability imperatives and geopolitical volatility require new forms of collaboration, resilience and civic purpose.
These forces are not abstract. They shape the daily realities of our learners, colleagues, partners and communities nationally and globally. Demand for lifelong learning and skills is increasing, new industries and creative technologies are emerging, patterns of study, work and living are evolving. Learners are balancing more responsibilities, seeking new forms of flexibility, and requiring stronger support to thrive.
Bath Spa University is uniquely positioned to thrive in this context. Professional creativity—our defining strength—provides the mindset, skills and behaviours needed to navigate uncertainty, imagine new possibilities and design practical solutions. Our diverse student communities and locations, our longstanding commitment to inclusion, and our network of educational, civic and industry partners place us at the heart of the social, cultural and economic systems undergoing the fastest transformation.
We will move into the next decade as the
Professionally Creative University for the future
: shaping industries, empowering communities, expanding opportunity and inspiring learners at every stage of life.
Our foundations
1. Outstanding, innovation-intensive teaching, research and knowledge exchange
The interconnection of our innovation-intensive teaching, interdisciplinary research and impactful knowledge exchange will be the engine of
professional creativity
. We will:
Partner
with schools, colleges, professional bodies, industry, employers, and other universities to deliver innovative, career enhancing, lifelong learning pathways.
Respond to new learning needs proactively through
flexible, personalised, practice-driven
delivery methods that develop skills and unlock talent.
Harness
digital fluency and creative technologies
to enhance teaching, research and innovation, using AI responsibly and ethically.
Offer outstanding student experiences, enriched by
world class research, enterprise and knowledge exchange
.
2. Regionally essential, nationally leading, internationally connected
Our value and contribution to the places we inhabit will be undisputed and bespoke. We will:
Support the
everyday core economy
, where microbusinesses, SMEs, creative enterprises, public and third sector organisations drive growth and employment.
Strengthen our
civic, regional and international partnerships
so that ideas, research and creativity have real-world impact.
Expand our
deep and innovative partnerships
with further education colleges, cultural institutions, industry, professions, and purpose-led organisations to deliver social and cultural value as well as economic growth.
3. Values-led and socially responsible
Social value and inclusion will remain an essential part of our DNA as we break down barriers to opportunity, fuelling social mobility and inclusive growth. We will:
Ensure that
lifelong learning opportunities
reach those historically underserved by higher education.
Enact our core values of
respect, inclusion, collaboration and sustainability
.
Be recognised for our leadership and research in
sustainable, responsible and ethical practices
, including the ethical use of AI.
4. Organised for success: One BSU
Our staff and learners will be valued, challenged and supported to thrive. We will:
Collaborate across departments and disciplines as
One University
, aligning priorities, sharing expertise, streamlining processes and working together to deliver our strategic goals.
Shape our portfolio
by developing innovative, career enhancing learning opportunities, and ensure our long-term financial sustainability by growing learner numbers at our teaching sites in London, Birmingham and overseas, maintaining learner numbers in Bath, and reducing the proportion of learners studying with educational partners.
Our teaching sites will be differentiated to meet the needs of the learners and communities that they serve and
connected through our shared purpose and values
.
What will 2035 feel like?
A university alive with possibility, purpose and Professionally Creative energy.
By 2035, Bath Spa University will feel distinctive—more connected, more confident and more future-facing—while remaining unmistakably true to its creative, inclusive character. The experience of being a learner, colleague or partner will reflect a university that has continued to grow in ambition, clarity and impact.
Learning that adapts to life
Learners—whether 18 or 80—will experience flexible, personalised pathways that meet them where they are and take them where they want to go. Learners will move seamlessly across modular, hybrid, work-integrated and campus-based study, supported by academic communities who know them and a digital ecosystem that makes navigation easy.
Learning at BSU will feel Professionally Creative: alive with collaboration, experimentation and making. Classrooms, studios, labs and digital spaces will blend fluidly, supporting learning that is practical, immersive and industry connected.
A community where you matter
Everyone—learners, colleagues and partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
Support will be proactive, personalised and consistently excellent. BSU’s culture will be characterised by collaboration, kindness, curiosity and high expectations. People will feel trusted, empowered and motivated to do their best work.
Creative industries and civic life enriched by BSU
Across Bath, southwest Britain, Birmingham and London, the footprint of BSU will be unmistakable. Microbusinesses, freelance practitioners, cultural organisations and social enterprises will be flourishing through our support, spaces, research and talent pipelines. Our graduates will be shaping sectors—from creative technologies to sustainability, education, wellbeing, science, business and design.
Public services, schools, FE colleges, charities and businesses will trust us as a partner who listens, collaborates and delivers meaningful mutual value.
Research and innovation with visible impact
Transdisciplinary teams will be tackling complex challenges—from digital inclusion to climate resilience, cultural participation to mental health and creative technologies.
Research projects will be embedded in communities and industries, producing outcomes that matter.
Innovation will feel natural: part of how we teach, how we partner and how we contribute to the world.
Digital that feels human
Our digital platforms will feel intuitive, supportive and connected. AI-enabled tools will enhance creativity, accessibility and collaboration, while never replacing the human relationships that define BSU.
Virtual and physical spaces will blend to create campus experiences that are seamless, sustainable and engaging—whether in person or online.
A university that is aligned and agile
Colleagues will experience an institution that is organised for success: clear structures, simple processes, and a shared sense of purpose. Decision-making will be transparent, communication will be coherent, and collaboration will feel intuitive.
We will be financially sustainable, academically confident and strategically connected—able not only to adapt to change but to shape it.
BSU in 2035 will be a university that is
creative, inclusive, sustainable, and full of possibility
. A place where ideas grow, where people flourish and where creativity is a force for good in the world.
Delivery
Our core strategy will be delivered through our supporting strategies, implementation plans and delivery handbook.
Learning that adapts to life
Learners—whether 18 or 80—will experience flexible, personalised pathways that meet them where they are and take them where they want to go. Learners will move seamlessly across modular, hybrid, work-integrated and campus-based study, supported by academic communities who know them and a digital ecosystem that makes navigation easy.
Learning at BSU will feel Professionally Creative: alive with collaboration, experimentation and making. Classrooms, studios, labs and digital spaces will blend fluidly, supporting learning that is practical, immersive and industry connected.
A community where you matter
Everyone—learners, colleagues and partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
Support will be proactive, personalised and consistently excellent. BSU’s culture will be characterised by collaboration, kindness, curiosity and high expectations. People will feel trusted, empowered and motivated to do their best work.
Creative industries and civic life enriched by BSU
Across Bath, southwest Britain, Birmingham and London, the footprint of BSU will be unmistakable. Microbusinesses, freelance practitioners, cultural organisations and social enterprises will be flourishing through our support, spaces, research and talent pipelines. Our graduates will be shaping sectors—from creative technologies to sustainability, education, wellbeing, science, business and design.
Public services, schools, FE colleges, charities and businesses will trust us as a partner who listens, collaborates and delivers meaningful mutual value.
Research and innovation with visible impact
Transdisciplinary teams will be tackling complex challenges—from digital inclusion to climate resilience, cultural participation to mental health and creative technologies.
Research projects will be embedded in communities and industries, producing outcomes that matter.
Innovation will feel natural: part of how we teach, how we partner and how we contribute to the world.
Digital that feels human
Our digital platforms will feel intuitive, supportive and connected. AI-enabled tools will enhance creativity, accessibility and collaboration, while never replacing the human relationships that define BSU.
Virtual and physical spaces will blend to create campus experiences that are seamless, sustainable and engaging—whether in person or online.
A university that is aligned and agile
Colleagues will experience an institution that is organised for success: clear structures, simple processes, and a shared sense of purpose. Decision-making will be transparent, communication will be coherent, and collaboration will feel intuitive.
We will be financially sustainable, academically confident and strategically connected—able not only to adapt to change but to shape it.
BSU in 2035 will be a university that is
creative, inclusive, sustainable, and full of possibility
. A place where ideas grow, where people flourish and where creativity is a force for good in the world.
Delivery
Our core strategy will be delivered through our supporting strategies, implementation plans and delivery handbook.
What it means for you
To shape the future rather than react to it:
We will respond to new learning needs
with flexible, personalised, practice-driven and modes of study that develop skills and unlock talent.
We will champion social value and inclusion
, ensuring that lifelong learning opportunities reach those historically underserved by higher education.
We will move into the next decade as the
Professionally Creative University for the future
: expanding opportunity and inspiring learners at every stage of life.
Professional creativity
and digital fluency will inspire excellent teaching content and delivery, across all our subject disciplines.
The interconnection of our innovation-intensive teaching, research and knowledge exchange will be the engine of
professional creativity
.
We will offer an outstanding student experience, enriched by world class research, enterprise and knowledge exchange activities.
Our staff and learners will be valued and supported to thrive.
Inclusion will be a lived experience within our diverse community of learners.
We will be a beacon for wellbeing for our staff, learners and within our regions.
Students—whether 18 or 80—will experience flexible, personalised pathways that meet them where they are and take them where they want to go. Learners will move seamlessly across modular, hybrid, work-integrated and campus-based study, supported by academic communities who know them and a digital ecosystem that makes navigation easy.
Learning will feel Professionally Creative: alive with collaboration, experimentation and making. Classrooms, studios, labs and digital spaces will blend fluidly, supporting learning that is practical, immersive and industry connected.
Everyone—learners, colleagues and partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
To shape the future rather than react to it:
We will
Harness digital fluency and creative technologies
to enhance teaching, research and innovation.
We will
Shape our portfolio
to ensure our long-term financial sustainability by growing learner numbers at our teaching sites across the UK and overseas, maintaining learner numbers in Bath, and consolidating the number of learners studying with educational partners.
We will move into the next decade as the
Professionally Creative University for the future
: expanding opportunity and inspiring learners at every stage of life.
Professional creativity
and digital fluency will inspire excellent teaching content and delivery, across all our subject disciplines.
The interconnection of our innovation-intensive teaching, research and knowledge exchange will be the engine of
professional creativity
.
We will be recognised for our leadership in sustainable, responsible and ethical practices.
We will be renowned for ethical and sustainable digital transformation and streamlined processes.
Our staff and learners will be valued and supported to thrive.
We will be a beacon for wellbeing for our staff, learners and within our regions.
Everyone—learners, colleagues and partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
BSU’s culture will be characterised by collaboration, kindness, curiosity and high expectations. People will feel trusted, empowered and motivated to do their best work.
Colleagues will experience an institution that is organised for success: clearer structures, simplified processes, and a shared sense of purpose. Decision-making will be transparent, communication will be coherent, and collaboration will feel easy.
We will be financially sustainable, academically confident and strategically connected—able not only to adapt to change but to shape it.
To shape the future rather than react to it:
We will
Support the everyday core economy
, where microbusinesses, SMEs, creative enterprises, public and third sector organisations drive growth and employment.
We will
Strengthen our civic, regional and international partnerships
so that ideas, research and creativity have real-world impact.
Our value and contribution to the places we inhabit will be undisputed.
Develop a connected community across all campuses and sites
, where everyone belongs and every learner matters.
We will move into the next decade as the
Professionally Creative University for the future
: shaping industries, empowering communities, expanding opportunity and inspiring learners at every stage of life.
We will be a beacon for wellbeing for our staff, learners and within our regions.
Everyone, including our partners—will feel they belong. Inclusion will be visible not only in policy, but in daily interactions, outcomes and working cultures.
Across Bath, the West of England and London, the footprint of BSU will be unmistakable. Microbusinesses, freelance practitioners, cultural organisations and social enterprises will be flourishing through our support, spaces, research and talent pipelines. Our graduates will be shaping sectors—from creative technologies to sustainability, education, wellbeing and design.
Public services, schools, FE colleges, charities and businesses will trust us as a partner who listens, collaborates and delivers meaningful mutual value.
We are ranked in the
top 20%
for student satisfaction with teaching and feedback on assessments
BSU won
Best University
Employability Strategy
of the Year
in 2025
Bath Spa University is home to students representing more than
40 different
countries
BSU was the highest-rising university in The Guardian University Guide 2026, climbing 47 places now in
top 50% of UK
Bath Spa University secured
‘Outstanding’
Ofsted ratings following inspection in July 2025
BSU opened its first site in London Hackney, in 2020 followed by BSUL (Canary Wharf) launched Sept 2025 with now
more than 4100 BSU students
studying in the capital.
In the 2025 National Student Survey, BSU improved in all areas
Over 81%
of our staff would recommend BSU to a friend as a place to work
Almost 30% of our students have a declared disability, 95% of Bath Spa University London are mature learners
14 graduate
positions
advertised in 2024, up from 5 in 2023; graduate roles starting salary £25,138
BSU has been recognised as an Adobe Creative Campus since 2022
BSU is a certified member of Social Enterprise UK (SEUK) - the leading global authority and largest network of social enterprises in the UK
Somer opened, a retail hub supporting 100 sustainable fashion microbusinesses and BSU students
BSU is the
second most sustainable university in the UK
and has long ranked within the
top 20%
of universities for sustainability performance
BSU won
The Sunday Times
University of the
Year for Social
Inclusion
2024
BSU ‘sets a benchmark for the sector’ with 2025 Digital Transformation Award at the ALT awards
The Studio has 68 residents of SMEs and freelancers, 42% grew their turnover in the past 12 months, 65% earned their living from work based at The Studio.
BSU: Largest Initial Teacher Training provider in the South West, supporting
3,500
school-based teachers each year to enter this skills-shortage profession.
Total student numbers: Approximately
7,000 in Bath, 4,133 in London
. Significant number studying with our partners
Work from over 100 students, staff and alumni across the University was celebrated across the five week festival, Sparkfest. A vibrant showcase of dance, theatre, film and music.
BSU’s turnover as of year end 31 July 2025 is
£268.3m
BSU’s freelance creative agency,
Juno House
, launched in 2025. 41 students recruited into the freelancer pool.
Watch: Strategy Videos
Innovation-Intensive Explained
Innovation-Intensive Explained
Everyday Economy Explained
Everyday Economy Explained
Our strategy: a snapshot
Our purpose
Bath Spa University is the Professionally Creative University for the future. Creativity is our human superpower. It’s at the heart of our purpose and our planning.
Professional creativity transcends subject disciplines, and BSU connects learners, staff and external partners with applied research and innovation.
We power inclusive growth through creative education and skills development, and we shape futures using practice based, innovation-intensive learning for all.
Our ambition
By 2035, Bath Spa University will be recognised as a distinctive, sustainable, national university proudly rooted in the South West. We will be celebrated for leading:
Inclusive growth
, removing barriers to opportunity and enabling our diverse community of learners to develop career enhancing skills, and to flourish.
Professionally Creative education
, pioneering flexible, personalised and practice-driven lifelong learning opportunities.
Creative and civic innovation
, working with small and medium sized enterprises, public bodies, cultural institutions and social enterprises within the core economy to deliver social and cultural value as well as economic impact.
Professional practice
, combining academic rigour with application, exploration, experiential learning and discovery.
Our foundations
Outstanding, innovation-intensive teaching, research and knowledge exchange
Regionally essential, nationally leading, internationally connected
Values-led and socially responsible
Organised for success: One BSU
Read and download the Strategy 2035
You can read the Strategy 2035 document here using the Issuu browser, or download the PDF using the link below.
BSU Strategy 2035 (PDF)
You can also download the one page Strategy 2035 snapshot:
Strategy 2035 Snapshot (PDF)