Universities should put professors, researchers and other academic staff at the forefront of digital marketing campaigns if they want to boost brand awareness, reputation and engagement with potential students, a panel of media and marketing experts have said.
China's largest private education provider New Oriental last week completed a 20 day tour of the UK, visiting 17 universities and secondary schools and recording interviews with Chinese students to showcase the UK's offerings to students back in China.
Immigration Minister James Brokenshire rebutted claims last week that the government is not doing enough to help the UK's international education sector, despite eloquent arguments that the UK is becoming overly reliant on China and losing its competitive edge.
A leading UK-based education group, ISIS Education, which provides a broad range of educational programmes in the UK and North America, is rebranding to “Oxford International Education Group” following strong growth in recent years.
Some 1.1 million visitors to the UK took an English language course during their stay in 2013, spending more than £1.2bn in course fees, accommodation and other expenses, data from VisitBritain and the Office for National Statistics shows. Just 24% of visitors who took an English course said that study was the main purpose of their visit.
International students still perceive the USA and the UK as top destinations for a quality education, however, according to the latest IDP Buyer Behaviour research, Australia is considered among the best study destinations for graduate employment opportunities and Canada and New Zealand are seen as affordable and safe.
A British Council-backed survey of university processes for managing education agent relationships has revealed insufficient safeguarding and training built into the relationship, and the report's authors warn that improved self-regulation is essential to avoid government intervention.