Constraints on competition
Competition has undoubtedly led to higher education institutions being more responsive to student demands. But alongside the benefits, we have also seen a well-documented increase in marketing budgets and assertive promotional activities.x League table performance, with all their damaging distortions, form a central pillar of marketing strategies. In some cases, a gap is emerging between marketing material and reality. It is unsurprising that the English regulator, established by the same 2017 Act, is taking an increasing interest in this area.xi
As we look forwards to welcoming one million applicants by the end of the decade, competition will continue to drive responsiveness and innovation. But to be a force for good, that competition will need to be balanced by robust regulation that responds to an increasingly segmented, digital and modular landscape. We will also need to be aware of the danger of segmentation creating a confusing maze of options that will be more easily navigated by students from more privileged backgrounds, so further entrenching existing social divides. Competition will therefore also need to be balanced by targeted information, advice and guidance, that reflects the different backgrounds and aspirations of students, and provides them with targeted guidance and support.
i“Competition between providers in any market incentivises them to raise their game, offering consumers a greater choice of more innovative and better quality products and services at lower cost. Higher education is no exception.” Department for Business Innovation and Skills (May 2016), Success as a Knowledge Economy: Teaching Excellence, Social Mobility and Student Choice.
ii”2020 saw significant growth in mature student acceptances, reflecting a demand or up- and re-skilling as the economy entered recession… Mature student growth is set to continue…“ UCAS (September 2021), Evidence to Lifelong Education Commission.
iiiSee for example, Confederation of British Industry (July 2021) Skills for an inclusive economy: CBI/Birkbeck Education and Skills Survey 2021.
ivUK Government consultation (24 February 2022), Lifelong Loan Entitlement.
vIbid.
viGoogle’s partnership with Northeastern University is an interesting example: “the partnership… enables learners who complete Google’s IT Support Professional Certificate to receive up to 12 credits towards a Bachelor of Science in Information Technology at Northeastern…” News@Northeastern (September 2018), Google’s IT support professional certificate can now count toward a degree at Northeastern University.
viiEY (January 2022), Are universities of the past still the future?
viiiOffice for Students (October 2022), Blended learning and OfS regulation.
ix“The global e-learning market size…growing at a CAGR [compound annual growth rate] of 14.22%” Arizton (July 2022), Global outlook and forecast 2020-25.
xSometimes attracting the attention of the Advertising Standards Authority — for instance ASA ruling 7.9.202. Accessed January 4th, 2022.
xiOffice for Students (November 2022), New Ofs-National Trading Standards partnership to protect students’ rights as consumers.