Wilma Smythe

Student choice is at the heart of Higher Education Reform. But offering better choices to students also means avoiding a one-size fits all education and designing relevant approaches that can be tailored to the different needs, attitudes and expectations of today’s students.

This report offers in-depth insight into students’ lives and personalities and offers recommendations to innovate the marketing function so it can more effectively design student attraction campaigns using market segmentation. The report also offers innovative solutions to curriculum designers, heads of employability, and career services so that they can upgrade their educational offer and, in particular, understand how to persuade each unique segment into gaining work experience while at university.

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