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UK Higher Education: An International Future?—Independent HE Annual Conference29 November 2017Marie Clark, Director of Marketing and External Relations
About Hobsons We provide market insight, student recruitment and student success solutions.
We work with more than 13,000 schools, colleges, and universities globally to enable them to achieve their student recruitment and retention ambitions.
Running the International Student Survey for four years.
“A data-driven approach to matching universities with students.”
Our approach
Key findings
71% use social media when researching a university.
80% cite course fees as a concern when considering the total cost of studying overseas.
41% say they would prefer to stay in their home countries if the quality of education was similar.
Key findings
50% have decided they want to go to university by the time they reach age 16.
63% say speed of response affects their perception of teaching quality.
13.9% cent of respondents said they planned to stay permanently in the UK.
Before Brexit
EU Non-EU0%
50%
100% 82%
35%
Percentage of students who say studying in the UK would be less attractive following
Brexit (Survey date: 7 April 2016)
EU Non-EU
After Brexit
70% students say they are less likely to study in the UK
May 1, 2023 Slide 8
59% believe the UK will be less welcoming
Anglophone countries were amongst the greatest potential beneficiaries of Brexit
• 6% mentioned scholarships.
• 14% mentioned post-study work visas.
• 13% mentioned lower tuition fees.
What can the UK do?
“A data-driven approach to matching universities with students.”
Our approach
Why segmentation matters
UK providers are often too dependent on ‘key’ markets – this creates risk.
The best way to reduce risk is to diversify.
Student segmentation is a way to diversify in a smart, targeted, and efficient way.
China and India will have smaller youth populations
1950
1960
1970
1980
1990
2000
2010
2020
2030
2040
2050
2060
2070
2080
2090
2100
200000
300000
400000
500000
600000
700000
Historic and projected youth population in China and India
The benefits of a diverse student population
• Reduce single-market sensitivity.• Bring a broader range of perspectives and
experience.• Create links with new areas of the world.• Avoid the creation of mono-cultural blocs of
international students.
Segmentation creates a more diverse international strategy
Identifies prospective students in a highly targeted way.
Accounts for the fact that every university has something different to offer.
Lends itself well to digital marketing – attract new students with far less in-country activity.
What types of student should I be
targeting?How can I reach and engage with them?
What are the typical ‘types’ of student
who attend my university?
What questions can segmentation answer?
How do my enquirers and current student
differ?
The five pillars
Cost Employment outcomes
Lifestyle and
environment
Teaching quality
University brand
Tuition fees
Cost of living
Other costs
Graduate employment
rate
Graduate salaries
Employability skills
Facilities
Sports and leisure
Location
Academic staff
Modes of teaching
Face to face time
Subject rankings
University reputation
University rankings
Alumni
Clustering identifies groups of similar students
TQ
COL
UBLE
EO
012345
TEACHING QUALITY
V HighAvg Score 87
COST OF LIVING MedAvg Score 56
UNIVERSITY BRAND
HighAvg Score 91
LIFESTYLE AND ENVIRONMENT
MedAvg Score 45
EMPLOYMENT OPPORTUNITIES
V HighAvg Score 94
Example profile
Compare the results of the profiling with a wider data set to find areas of opportunity.
Locate prospects digitally and geographically.
Engage with them in a highly targeted and personalised manner.
The next step: matching your target profiles with the market
Interested in getting involved? Give me your card or email me [email protected]
