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In the current Higher Educational landscape in Ireland, it is crucial for universities and institutes to identify an individual identity or ethos for each of their programmes and to act effectively to both foster this identity in its current students and to promote it to prospective students. Almost every programme in DIT’s College of Engineering and Built Environment (CEBE) is in competition with similar programmes in other institutes or universities and differentiation of DIT’s offering is an important goal. This report describes the development of a framework for the identification of guiding principles for individual undergraduate programmes across the College. In addition, a pilot study was performed on a specific programme in the CEBE, the Product Design Level 8 programme, for which the initial phases of this framework were implemented and draft mission and vision statements were generated. The process of generating these statements was described and generic recommendations were made for the implementation of this process on other programmes.