Changing expectations: Selling the value of a degree to a new generation
Abstract
This paper explores the factors affecting the current perceptions of the value of a degree among traditional undergraduate students in the UK. Against a backdrop of financial pressures, government scrutiny and shifting societal expectations, the paper explores whether universities are sufficiently transparent about the experiences they offer and the outcomes they promise. Issues addressed include the impact of rising costs and student debt, the increasing need for students to work alongside studying, and the influence of parents and teachers in the university decision-making process. The paper highlights the challenges universities face in adapting to rapid changes in the market, maintaining relevance and managing student expectations to prevent buyer’s remorse. Alongside sector examples, the paper poses questions for practitioners to consider in the context of their own institution and circumstances. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Hannah Burchell is Director of Marketing, Communications and External Relations at the University of Salford. With a career spanning over 20 years, she has amassed national and international marketing and communications experience across various sectors, including technology, legal and construction investment. Joining the University of Salford in 2016, Hannah now leads a multidisciplinary team of 100 professionals. This team comprises marketing, staff and student communications, events, public affairs, philanthropy, and supporter engagement. In her time at Salford, Hannah has led strategic change across marketing, brand and reputation management to respond to the ever-changing needs of both the organisation and the students that are recruited to it. Hannah is renowned for her passion for pushing boundaries and testing innovative approaches, leading to her and her team winning a number of national and international awards. Her primary focus is ensuring that the audiences at the heart of her team’s work are effectively met. She holds both professional and academic qualifications in marketing and public relations, as well as a qualification in trauma risk management which sits alongside her crisis communications work.
