HEIs will become increasingly divergent and differentiated
As is the case in many markets, HEIs will start to become grouped, between:
• On the one hand, those who have, and are able to justify, a reputation of excellence, are broadly based academically and will continue to attract the most able students
• On the other, those who are, or will become, more niche; specialising with regard to subject areas, types of students, methods of delivery and even length of courses (Northampton, for example, has an interesting point of differentiation based around a social enterprise strategy)
It will be those universities that fall in the middle that will be in most danger of lack of saliency and, as a result, declining numbers and commercial viability. In our view, all HEIs need to think clearly about their proposition and how they can differentiate themselves, particularly those that do not currently have a strong rationale. Importantly, this should be addressed from the perspective of target audiences: an outside-in rather than inside-out approach.
Investment will increase significantly
An increase in investment in higher education marketing and communications, both regarding staffing and activity, is already evident – Exeter has recently announced a recruitment drive for new marketers, for example. We anticipate that this will become an upsurge in the coming years, as competition for students intensifies in the UK and internationally, and the pool of available students reduces with the onset of high annual fees.
As is the case in many markets, HEIs will start to become grouped, between:
• On the one hand, those who have, and are able to justify, a reputation of excellence, are broadly based academically and will continue to attract the most able students
• On the other, those who are, or will become, more niche; specialising with regard to subject areas, types of students, methods of delivery and even length of courses (Northampton, for example, has an interesting point of differentiation based around a social enterprise strategy)
It will be those universities that fall in the middle that will be in most danger of lack of saliency and, as a result, declining numbers and commercial viability. In our view, all HEIs need to think clearly about their proposition and how they can differentiate themselves, particularly those that do not currently have a strong rationale. Importantly, this should be addressed from the perspective of target audiences: an outside-in rather than inside-out approach.
Investment will increase significantly
An increase in investment in higher education marketing and communications, both regarding staffing and activity, is already evident – Exeter has recently announced a recruitment drive for new marketers, for example. We anticipate that this will become an upsurge in the coming years, as competition for students intensifies in the UK and internationally, and the pool of available students reduces with the onset of high annual fees.
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