The Rising Demand for Part-Time Study

It’s 2025, and if the COVID era taught us anything, it’s that work and life can adapt in ways we never thought possible. But are universities rising to the occasion by offering more flexible part-time learning options? The demand is certainly there, yet many universities still aren’t delivering what potential students need to take that life-changing step confidently.

Gaps in Information:

An article by HEPI highlights a significant problem: many UK university websites don’t provide the clear, practical details that potential part-time learners need. Unclear timetables, vague course structures, and limited information about balancing study with personal responsibilities can push students away before they even apply.

International students face the same hurdles. Many now look to shorter or part-time postgraduate courses to ‘try out’ life in the UK before committing to longer programmes. Again, universities that cater to these part-time learners stand to benefit from this increasingly global audience.

Who’s Doing It Well?

Some universities are finding ways to accommodate and attract these part-time learners:

Birmingham City University (BCU) demonstrates real empathy for part-time students. They emphasise that part-time courses carry the same qualifications and support as full-time study but with fewer weekly classroom hours, allowing for better balance.

De Montfort University adopts “Block Teaching,” condensing study content into focused, short bursts – an ideal solution for a more flexible approach.

Birkbeck, University of London who we have worked alongside, has long championed part-time learners. Their success comes from:

1. Structured Evening Classes
   • These allow students to work full-time while studying. Rather than forcing education to fit traditional schedules, Birkbeck tailors the timetable to people’s lives.
2. Immediate Application of Knowledge
   • Since courses take place outside typical work hours, students can start applying what they learn at work the very next day—reinforcing practical learning.
3. Robust Support Services
   • From dedicated career coaching and flexible library access to structured student communities, this ensures part-time learners are always catered for.
4. A Diverse Student Body
   • Many are returning to education later in life, upskilling for career progression, or testing a new field before making a bigger commitment. Birkbeck’s approach has consistently proven that with the right structures, part-time learners can thrive.

View from the Lodge

We understand that effectively reaching part-time learners requires a different approach. We’ve partnered with several universities to highlight the unique benefits of part-time study and ensure that course offerings are positioned clearly and persuasively.

• Birkbeck, University of London
  • We collaborated closely to showcase Birkbeck’s evening-class model through innovative digital campaigns.
  • Our precision-targeted messaging speaks directly to busy professionals, career changers, and anyone needing flexibility, ensuring they receive clear, engaging information that drives them to apply.

• • University of Westminster
    • We helped launch part-time courses designed for mature students balancing work with study.
    • These programmes offer the same qualifications and support as full-time degrees.
    • We featured authentic student testimonials—real stories of people juggling professional and personal commitments – across their website, third-party platforms, and in paid media campaigns, boosting visibility and recruitment.

The Path Forward

Part-time learners are a unique demographic; they’re motivated but often need clear, upfront details to make these important decisions. Universities that provide transparent timetables, clear delivery modes, and strong support services will be the ones to attract (and retain) this growing audience.

Birkbeck’s success proves that when institutions fully commit to flexibility, students respond enthusiastically. As more people recognise the value of part-time courses, the opportunity for universities to meet evolving educational needs – and reap the benefits – will become even more immense.

If your institution is ready to embrace part-time study and connect with students who need it most, get in touch with Hunterlodge Advertising today. We’ll help you devise campaigns to reach part-time learners and showcase the unique strengths of your flexible courses. kim.mclellan@hunterlodge.co.uk