Sally Keane, Head of Sales UK & International at LinkedIn, recently commented on how empowered students have changed Education Marketing:
“A decade ago, higher education marketing was a fairly simple exercise in awareness-building. If enough prospective students knew about your institution and had positive perceptions of it, then you could be confident that they would get in touch – most likely to ask you what courses were available, and get your advice on their next steps. As everyone working in the sector knows, a lot has changed since then.
It’s become increasingly difficult to convert prospective students into students enrolled on your courses. But new research from LinkedIn shows that education marketers can gain a huge advantage from a deeper understanding of what motivates people to learn.
The challenges that education marketers face have a wide range of causes: the global economic downturn, which puts pressure both on marketing budgets and students’ own funding; advances in online learning that have created new forms of competition. But arguably the greatest change is amongst students themselves – and the way they go about deciding which Masters or MBA course is right for them.