Yesterday’s announcement confirmed that university tuition fees in England will increase for the first time in nearly a decade, moving from £9,250 to £9,535 starting in April 2025. Although the rise aligns with inflation, there’s still no clear plan for future adjustments, adding some uncertainty. Education Secretary Bridget Phillipson emphasised, “It is no use keeping tuition fees down for future students if the universities are not there for them to attend.”
This fee increase offers some relief for universities battling with funding constraints, especially with limitations on international student admissions. Overseas students, who often pay up to £25,000 a year, have historically provided vital funds. Yet recent restrictions on international students bringing family members have impacted overseas enrolment, leaving universities to address funding gaps without fully relying on domestic tuition. While helpful, this fee adjustment is just one part of the solution to ongoing funding gaps and rising costs.
Kim McLellan, Managing Director at Hunterlodge, sees this shift as a chance for universities to rethink their recruitment and marketing strategies “With higher fees, universities will need to work harder to demonstrate value,” says McLellan. “We may see a shift in focus, where marketing and sales teams increasingly collaborate to ‘get bums on seats.’ The lines between these departments may blur, with a unified goal of maximising student enrolment figures.”
McLellan also notes that universities might invest more in targeted and data-driven marketing strategies to attract students who are more cautious about their investment in education. “It’s likely we’ll see a sharper emphasis on the student journey and outcomes, with marketing efforts tailored to highlight return on investment, employability, and course quality,”
As universities make moves to respond to this change, an even more flexible yet strategic approach to marketing will be key. For many, this may involve re-evaluating messaging, honing digital campaigns, and being clever with how they glean and use insights from both marketing and recruitment teams to address students’ concerns directly.
The competition to attract students is set to intensify, but at Hunterlodge we’re ready and excited for this challenge. So, if you need an agency who thinks differently and has its fingers on the pulse, then get in touch directly to kim.mclellan@hunterlodge.co.uk
