Universities Facing Student Recruitment Crisis
Tuesday, 21 August 2012
Universities in the UK are facing a catastrophic student recruitment crisis with eight out of every ten universities struggling to achieve their targets.
And according to student recruitment expert Peter Cunningham, universities across England and Wales are resorting to desperate measures to tempt students willing to pay tuition fees of up to £9,000.
Cunningham, director of education marketing consultancy 11tenGroup, said: "Numerous universities are slashing their entrance requirements in an attempt to attract students.
"Others are panicking and embarking on costly last-minute marketing campaigns in the hope of attracting students.
"It's tough out there and I fear that many universities will fail to reach their recruitment targets and I can foresee one or two universities going to the wall - unless the Government steps in to rescue the situation."
Cunningham points out that some universities have already achieved their recruitment targets.
He said: "Some universities have already achieved their targets without relying on clearing due to effective marketing strategies implemented early in the recruitment cycle.
"Going forward the lesson most universities will have to learn is that they need to have innovative marketing strategies in place to engage with more sophisticated and price-conscious students and their parents."
Headquartered in London, 11tenGroup supplies marketing and student recruitment services to around 100 universities in the UK, US, Europe and Asia. They have a dedicated parent advice website www.ParentAdviser.co.uk.
For further information please contact Peter Cunningham on 0800 612 9890