Market-led international growth in a shifting landscape
2024, “The Year of the Election’’ saw a historic potential voting turnout, with roughly 49% of the global population eligible to vote in 64 countries, more than at any time in history. In this complex landscape, attracting students globally needs innovation, adaptability, and a proactive approach.
At QA Higher Education (QAHE), we’ve worked closely with our UK university partners to turn these challenges into opportunities. Our forward-thinking strategies and agile adaptation have not only built resilience but also driven remarkable growth. Recently we anchored our thinking and approach to student recruitment around the 7Ps model – a modern adaptation of a Harvard Professor Neil Borden’s classic 4Ps marketing theory from the late 1950s. This places People, Place, Price, Promotion, Product, Process and Partnership (our adaptation) at its core.
By using this approach, we have clearly identified that we need to be performing strongly in six or seven out of these together for growth to flourish.
In this article, we will explore three key pillars.
Navigating market dynamics: optimising price, product, and place
In today’s rapidly evolving global landscape, staying ahead demands a nimble, responsive approach. When Nigeria experienced a sharp currency devaluation that nearly doubled the cost of studying in the UK overnight, our team swiftly introduced targeted financial support measures for students including scholarships, living bursaries, adjusted deposit levels, and flexible payment plans to align with the market change. This quick action increased the enrolment of Nigerian students at our partner universities by 73% in 2024.
Alongside adaptive pricing, strategic course expansion plays a crucial role in meeting evolving market demands. Students are increasingly sensitive to high-demand skill subjects – a trend that has been accelerating in our portfolio for the last 10 years. By harnessing insights from trusted sources like Lightcast, we continuously analyse labour market trends, competitor offerings, and student demand.
We commissioned targeted external research to ensure every decision was underpinned by robust market intelligence. This approach enables us to craft clear product roadmaps that optimise delivery modes, course titles, and intake schedules, seamlessly connecting students to vibrant job markets and expanding professional networks.
Notable examples include course offerings launched in 2024 in Healthcare Management, Data Analytics and Artificial Intelligence, which all got off to flying starts in terms of student demand. While it’s easy to consider just course title as the primary lever, for some segments of our target markets, start dates, delivery patterns and modes were the key to growth above all else.
Equally important is our focus on place.
We ensure our programs meet each region’s unique cultural and academic needs while remaining globally competitive
We provide study options carefully tailored to both emerging markets and the evolving needs of students. South Asia has been a dominant source region for many UK institutions recently, but Africa, Central Asia, MENA and a resurgence in South-East Asia are all seeing growing interest in studying abroad in the UK, presenting new opportunities.
Incorporating feedback from our agent network and insights from our recruitment teams and overseas partners, we ensure our programs meet each region’s unique cultural and academic needs while remaining globally competitive. Meanwhile, as demand evolves, we partner with universities to boost their visibility in key cities – Manchester is rapidly emerging as a vibrant hub for international students, Birmingham remains favoured for its affordable cost of living, and our branch campus in London enhances our global reach.
These “places” account for over 60% of demand in terms of UK destinations for international students. Our Manchester campus offering with Ulster was a great success from the get-go starting in January 2025.
Refining application and enrolment process for international access
While academic offerings remain essential, the overall student experience plays a pivotal role in enrolment decisions. International students encounter a range of challenges, from navigating complex visa procedures to adapting to new cultural environments. By adjusting our course start dates and application cycles, we offered students the breathing room to navigate visa applications and prepare for their studies abroad without rush or stress.
Building on this, we’ve integrated a new, digital-first admissions process that delivers faster, clearer responses and timely, comprehensive information – self-served by students and agents. We have invested heavily in this platform and there is a lot more to come in this area from QAHE. By blending advanced technology with personalised support, we streamline the application process and ensure that prospective students receive efficient, accurate guidance right from the start. This approach is highly valued by our recruitment partners and agents, as it can make all the difference in turning applications into successful enrolments.
Global success via strategic student recruitment partnerships
At QAHE, our robust and closely managed agent network is the cornerstone of our success. We build trust with our agents by offering dedicated points of contact, ongoing training, and continuous support through in-country visits, campus hosting, and annual agent conferences. This investment ensures our agents are well-equipped to respond promptly and represent each institution’s brand with authenticity and precision.
By basing around the 7Ps model and reviewing our recruitment approach, we have been able to outperform the market in a clearly planned, structured and methodical way. Our strategy has been clear to our teams who fully embrace and implement these principles. 2025 is set to remain challenging for our markets, but staying focused on this simple approach and managing the mix of levers will be critical to our success – and it could be critical to yours too.
Visit the QAHE stand 31 at The PIE Live Europe 2025. Don’t miss the opportunity to join Nick Miller during the roundtable session on partnerships and global alliances at 12:15pm on 12th March 2025.
About the author: Nick Miller is chief commercial officer at QA Higher Education (QAHE), overseeing marketing, recruitment, admissions, conversion and partnerships. A member of the executive team, he has been pivotal in QAHE’s growth from £10M revenue in 2015 to >£130m in 2024, supporting 15,000+ students across partnerships with seven UK universities. Known for his expertise in marketing where he is a fellow of the Chartered Institute of Marketing (CIM), Nick speaks regularly at higher education industry events and represents QAHE at major industry gatherings. He also serves on advisory boards for UniQuest, Edvoy, and AH&Z Associates, promoting innovation and collaboration across the education sector.
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