How the ‘How International Parents Influence University Choices’ report will help you:
- Inform strategies to communicate and engage with parents of prospective international students
- Identify opportunities for new programmes or initiatives that could support parents in key international markets
- Identify key information needs and challenges associated with engaging with international parents
- Provide an evidence base to secure the necessary funding for new work/initiatives to engage international parents
More about the ‘How International Parents Influence University Choices‘ project
As international undergraduate recruitment continues to expand into emerging markets, a better understanding of parental influence on university choices and decision-making in those markets could be used to improve and enhance university marketing and recruitment campaigns.
This project provides new evidence to help university recruitment and marketing teams navigate the landscape of international parental influence and take action to enhance engagement.
We selected 15 key/emerging international markets to form the basis of our core research project: India, China, Hong Kong, Turkey, Malaysia, South Africa, Nigeria, USA, Pakistan, UAE, Thailand, Saudi Arabia, Taiwan, Singapore and Indonesia. Fresh, quantitative evidence was captured through a survey with 1,100 parents of 16–20-year-olds from across those 15 key international markets.
The smart, succinct, highly visual report with practical recommendations will help you better engage with and support international parents.
Report contents include:
- What role international parents play in decision making, what they help with and when during the process
- How confident international parents feel when advising their child about university and moving & living abroad
- The information needs which international parents have. How universities can best deliver this information to them
- What factors parents consider to be important when advising their child about their international options
- What perceptions parents hold about the UK and UK higher education institutions
- What differences can be observed between markets and how parents’ information needs differ
Project partners
This project was developed in partnership with 5 universities who helped to shape the research design through our collaborative University Futures model. With thanks to:
- Queen’s University Belfast
- Newcastle University
- University of Manchester
- University of Southampton
- University of Warwick