Postgraduate News & Views

The postgraduate market is booming, according to recent research commissioned by CSU, the higher education Careers Services Unit. Half of the 80 UK universities and colleges surveyed said that their postgraduate recruitment had expanded, with many now earmarking a specific marketing budget to lure more applicants.

"A decade ago, marketing was given very little credence, but the postgraduate market has moved on greatly in the past few years, with institutions becoming more professional and budgets increasing to meet the challenge," says the CSU chief executive Mike Hill, who believes that the downturn in the economy and fewer graduate vacancies mean that more people are considering further study.

Part-time, distance and e-learning courses are thriving, while growth subject areas are engineering, computer and IT-related courses, management studies and social sciences. But Mr Hill also believes that UK students are increasingly trading up. "People with an adequate degree from an adequate university are considering trading up to a more prestigious university as a way of increasing their marketability. In 1983, when I graduated, only 10-15 per cent of people went to university, now it's 40-45 per cent – you do have to distinguish yourself in the market, and people are doing it by getting a postgraduate qualification."

Institutions are also recognising the increasing need for a branded strategy in targeting the postgraduate market. "They want to expand this area, which is an important revenue generator, and are being more strategic in their approach," says Mr Hill, who foresees a growth in marketing techniques such as more sophisticated use of the internet, more refined targeting of home and overseas recruits.

The CSU research also found that the key selling points are course content and quality of teaching, followed by location and the overall reputation of the institution. "However, while for taught courses, content and quality is key, for research it is the reputation of individual academics that is paramount," says Hill. "Hence the need for different strategies for each audience."

For most institutions, a prime target is the lucrative international market, which accounts for 23 per cent of the total. "Overseas applications are vital and institutions are being much more active," says Mr Hill, "We're competing against our two main rivals, the US and Australia, for applicants. Some institutions are setting up franchises or branches overseas, and you see vice-chancellors spending considerable amounts of time wooing China, South-east Asia and other parts of the world."

e.haughton@dial.pipex.com