DCU is the Irish university most closely associated with hi-tech industry. It was hit hard by the "dot-bomb" phenomenon but is now fighting back, writes Seán Flynn, Education Editor.

Last Friday, the Taoiseach, Bertie Ahern, was guest of honour when DCU officially launched its new Sports Academy. The academy will provide scholarships and other supports worth up to €10,000 per year to 100 elite athletes. Many of the places have already been filled for this year. Recipients include intercounty footballers Conor Mortimer and Bryan Cullen and runners Fionnuala Britton and Mark Christie.

The academy will be based around DCU's sparkling new sports centre which has the luxury and facilities you might expect in a five-star hotel resort.

Sport is big business at DCU. It is the latest weapon being used by third-level colleges to entice school leavers to their institution at a time when the average 18 year-old is spoilt for choice. DCU has already stolen a march on the other colleges by gaining such a high profile in the area. It helped that Derval O'Rourke, a DCU graduate, struck gold at the World Indoor Athletic Championships this year.

Sport was a strong selling point when DCU held its annual open day for Leaving Cert students on Saturday. But the college - which blazed a trial in computers and engineering - faces other challenges in its efforts to entice students.

Chief among these is the perception of some parents that these courses will not deliver safe and secure jobs. The downturn in the hi-tech sector five years ago - the so called "dot bomb" is a factor here. Despite overwhelming evidence to the contrary, some parents believe the hi-tech sector cannot be relied upon to deliver long-term employment.

All of this has seen demand for places in some DCU courses decline in recent years. CAO points for some one-time prestige courses in computing, electrical engineering and related areas have fallen.

Four years ago, DCU was embroiled in controversy when it cut the number of places on computer degree courses and refused to admit students with fewer than 300 points to its computer degree courses. The university said it was trying to maintain academic standards but, for some, the controversy did little to boost the reputation of the college.

The good news? The number of undergraduates at DCU is up by seven per cent to over 5,500, according to figures released this week. It is an impressive performance at a time when the number of school-leavers is at its lowest level in over a decade.

Prof Ferdinand von Prondzynski, DCU's president, is justifiably proud of these figures. Von Prondzynski is an impressive, but unstuffy, figure, now in the sixth year of his 10-year term. "Call me Ferdinand" has become his catchphrase around the college; it sums up the modern, informal atmosphere he wants at DCU.

Von Prondzynski has been a sharp critic of Government policy on third-level, arguing at one time that the neglected sector needed much more careful management. But the whole environment in which universities operate has, he concedes, been transformed by the Government's huge commitment to the development of a postgraduate, fourth-level sector.

DCU is now positioning itself for a future in which, as Von Prondzynski says, the economic importance of the third-level sector is keenly appreciated by Government.

Last month, the university formed a new strategic partnership with Athlone Institute of Technology. The intention is for both colleges to establish an industry-linked research centre and new degree programmes. In a signal of practical co-operation, the new director of research at AIT will also be appointed an adjunct professor at DCU. This joint appointment is believed to be the first of its kind between two Irish academic institutions and is part-funded by Élan.

Von Prondzynski says it is part of DCU's commitment to regional development, through knowledge transfer, and will help attracting high-value industry and R&D to Ireland.

It is a shining example of what the Government wants from the third-level sector - closer collaboration and the colleges becoming the catalyst for inward investment.

The DCU president believes the university sector has recovered from the recent poaching row when UCD was accused of taking staff.Von Prondzynski insists he has "no problems" with UCD and points to a range of collaborative efforts across various disciplines. Trust, he says, has been re-established between the seven university presidents.

Von Prondzynski is hugely ambitious for DCU, but he is also realistic. "We cannot do everything well. Instead, we want to have several key areas where we are seen as among the world's best." DCU believes it is already there with the Biomedical Diagnostics Institute and the National Institute for Cellular Biotechnology.

Von Prondzynski sees his role as the strategic leader of the university - someone who will shape overall strategy and ensure its implementation. He is proud of how DCU's structures have been reformed and modernised with little of the conflict evident at other universities.

There is much to look forward to - the forthcoming national development plan, the next phase of the programme for research in third-level institutions (PRTLI) and the new science strategy will all help to shape the future at DCU.

There are other reasons for optimism. DCU stands along the route of the new Metro North and the university will be served by three stops along its route. The new transport system will help the university widen its hinterland into north county Dublin. At present, the Glasnevin campus is served only by bus from the city centre.

DCU battles with other disadvantages. There remains a perception among students that DCU is somehow less "crack" than other third-level institutions. In fact, the DCU campus appears to be buzzing with splendid facilities and new on-campus student accommodation. Last week, the college opened a new digital café with the latest computers, webcams, free international web phones and other hi-tech equipment.

The new "work 'n' play" area - with beanbag seating - includes a "chill" area equipped with 12 Xbox units. Students can write or research coursework, take some downtime on an Xbox game, video-conference with friends, join chatrooms or phone home.

For the college president, these and other initiatives add to the student experience at the university - but they are just valuable additions. The core business, he insists, remains outstanding teaching and learning in science and research, in computing and engineering and - just as importantly - in the arts and humanities.

The battleground for the future, he says, is the key research area. "It is where you get noticed. Frustratingly, you can be the best teacher in the world, but sometimes no one will know about it. We have made a huge investment into the whole area of teaching and learning. Yes, we are doing many other things, but you take your eye off these areas at your peril."