FRESH HOPE OR ZOMBIE DAWN AS CLEARING FOG LIFTS?

Day 28 sounds like a bid for the latest in the zombie movie franchise but its the UCAS yearly data-release marking four weeks from A-level results day. For some UK universities the former might feel appropriate because the clearing season is nearly over and visa deadlines are coming. It’s not long before all that is left is the counting of enrolments.

This year Day 28 was 13 September with the data published a week later. These numbers give the best indication of how far the UK has come in enrolling new undergraduates for the 2018/19 academic year.  It’s a mixed bag.

The good news that the number of ‘placed’ international students (non-EU) is up 4% to 38,330 – that’s 1,500 more than last year. It’s a solid gain although slightly disappointing after double-digit applicant growth in the early part of the cycle. It looks anaemic against the growth in Canada and Australia but is likely to be better than the US.

At a subject level the biggest winners are Business and Administrative Studies (+350), Computer Sciences (+310) and Biological Sciences (+240). However, the number of Engineering students is down by 230 and at its lowest level since 2012. The five-year growth in Technologies has also been reversed with a loss of 130 students taking it to its lowest ever total.

With 6,040 students international students still holding offers the eventual enrolment outcome remains uncertain. In 2015 the number holding offers on Day 28 was 6,380 but in the past two years had fallen to 1,760 (2016) and 1,610 (2017). It is difficult to understand what is driving this fluctuation and there may still be time for a late windfall.  But the majority may just be phantoms preying on the minds of hard-pressed recruitment teams.

More good news is that EU-students ‘placed’ are also up by 2% to 30,350. This is still slightly below the number for 2016 but is some cause for encouragement. A number of universities, including De Montfort who opened an office in Portugal earlier in the year, are enhancing their physical presence in Europe. It will be interesting to see how these developments plays out with Brexit looming.

The bad news is that the total number of placed students after 28 days – counting all domiciles – is down by 10,000. At a standard UK home student fee rate that’s £277m of fee revenue over a three-year degree. Universities know that the home-student demographic dip will continue for a few years, which is one reason those that can have been building their student base. It seems to be one factor behind the growth in unconditional offers from well-ranked universities.

Table 1 – Total of All Placed Undergraduate Students 28 days After A-Level Results
Of course, undergraduate enrolments are not the only source of student income for universities and postgraduates make up the bulk of international enrolments.  But it is also difficult to see why the postgraduate enrolment picture would be much of an improvement on that for undergraduates.  And an enrolled undergraduate gives a near guarantee of three years income compared to the yearly challenge of recruiting more one year taught Masters students.

Against this background it was interesting to read Being set up to fail? The battle to save the UK’s Universities from speculative finance. The article, from May 2018, notes that ‘some £3bn has been borrowed by UK universities since 2016, over half of this in the form of private placements.’ Some of that borrowing may be based on predictions of student enrolments that look increasingly unsustainable.

This echoes WonkHE’s November 2016 report, Getting worse: HEFCE’s bleak prognosis for university finances. One recruitment related line from HEFCE was “Our financial modelling shows that removal of projected growth in overseas fee income over the next three years (2016-17 to 2018-19) would all but wipe out sector surpluses by 2018-19, with projected surpluses falling from £1,081 million (3.4 per cent of total income) to £56 million (just 0.2 per cent of total income).”

It is to be hoped that the early warning signs from HEFCE were heeded and that the long-term financial health of individual universities has been considered more carefully over ensuing years. My blog Getting To Grips With Pathways – A Thorny Subject? showed the decline in some university incomes that has already become evident as international enrolments fall. The UK demographics will not improve for several years and the battle for international students will not get any easier.

GLOBAL LEAGUE TABLES OFFER MIXED NEWS FOR THE US AND PATHWAY PROVIDERS

Credible and well publicised global comparative university rankings are one factor changing the face of international recruitment. Students and their advisers can compare and contrast between Beijing, Berlin, Boston and Birmingham at the touch of a button. The rapid growth of online courses from universities around the world has also helped to popularise the notion of ‘shopping’ for courses through the internet.

It is clear that league tables matter and that universities see them as an important part of student recruitment.  Some less welcome consequences include misleading claims and recent incidents suggest that data submitted is not always accurate.  Perhaps these incidents reflect the recognition that league tables can help build reputations that support both country and institutional desirability.

In that respect evidence suggests the US is losing its way as a global rankings leader with strength in depth.  For pathway providers it’s a double-whammy when the quality of their US partnerships, as defined by global comparisons, looks to be lagging behind their partners in other parts of the world.  At a difficult moment for US recruitment of international students it may be another indicator of harder times ahead.

US DECLINE IN GLOBAL RANKINGS
The US has traditionally been dominant at the top of global rankings and remains powerful. But The Economist (May 19th 2018) highlighted how its broader grip on the Academic Ranking of World Universities (ARWU) table has slipped over time.  Chinese and Australian universities have seen the most significant growth in the table over that period.

Table 1 - Representation of Countries in ARWU TOP 500 - 2003 to 2017

The Times Higher Education (THE) World Rankings also noted that in 2018 ‘two-fifths of the US institutions in the top 200 (29 out of 62) have dropped places.’ In contrast, two Chinese universities had risen into the top 30 for the first time.  This shift in global power reflects the growing power of China as a first choice for international students.

US PATHWAY PARTNERSHIPS BELOW TOP LEVEL
While many US universities are slipping in global rankings, pathway providers also seem to be struggling to secure partnerships with the very best universities in the country. Since April 2016 none of the partnerships announced by Study Group, Navitas, INTO or Shorelight has been in the top 200 in the QS Ranking or THE World rankings.  Only two make it into the US News and World Report (USNWR) Global top 200.

Table 2 – Comparative Ranking of New US Pathway Partnerships Announced Since April 2016*National rank unless noted

Looking over the total portfolio of pathway partners of the ‘big 4’ providers in the US shows that more than half are not globally ranked by the QS, THE or, even in the US News and World Report Global Top 1000.

Table 3 – Global League Table Rankings of Pathway Provider Institutions in the US

UK PATHWAY PARTNERSHIPS LOOK STRONGER IN GLOBAL RANKINGS
Three of these providers are active in the UK where their portfolios look significantly stronger in terms of global rankings. With the addition of the fourth big player in the UK – Kaplan – the overall number of partners is similar. At an aggregate level the worst performance is in the USNWR ranking but even by that measure less than a third of partners are unranked.

The UK is a more mature market for pathways but the recent emphasis of the major players seems to be on enhancing quality. Kaplan partnered with the University of Nottingham in July 2016 and Study Group announced a deal with Durham University in February 2017. Kaplan and Navitas have established new-style arrangements, including investment in infrastructure, with long-term partners Liverpool and Swansea respectively.  INTO’s last UK deal was with the University of Stirling in April 2014.

Table 4 - Comparative Global League Table Rankings of Pathway Provider Institutions in the UK

A GLOBAL LEAGUE TABLE FOR THE ERA OF THE CLICK
Some pathway groups also have strong representation in Australia (and to a lesser extent in Canada). A composite league tables to reflect this and show the ‘top 11’ pathway partner universities, according to three major global league tables, shows considerable consistency. Six universities (shaded) are in all the tables and five are in two.  It is, however, worth noting that all but one have slipped lower in their placing between THE 2018 and THE 2019.

Table 5 - Top Pathway Partner Universities In Selected Global League Tables

NB: The University referred to in the table as Alabama is the University of Alabama – Birmingham.

CONCLUSION
Most people who work in the sector have seen the growth of league tables as an imposition with occasionally perverse consequences for investment and resource allocation in the institution. It is entirely possible to argue that that the rankings are arbitrary and spurious with no particular relevant to student outcomes.  But they are increasingly offering new layers of insight to capture attention – the QS Graduate Employability Rankings is an example.

Students, parents, agents and employers look at league tables and most student recruitment marketing focuses on favourable rankings while ignoring less flattering indicators. They are far from the only factor involved in decision making but they set a tone that influences potential students and staff. It is rare to find an institutional leader who is not keenly aware of their relative performance.

In terms of international recruitment league tables are part of an institution’s ‘sales kit’ and the growth of global comparisons exposes their relative strengths and weaknesses. It is noticeable that as international student growth has stalled in the UK over the past five years the bigger and better ranked university ‘brands’ have taken a larger share of those coming to the country.  It seems inevitable that this will be the story for the future and that universities without ranking ‘power’ will need to work harder to avoid being marginalised.

NOTE:

The exact nature of pathway provider and university partnerships is not always clear but extensive efforts have been made to focus on pathway partnerships where students are taught on-campus.  The author is happy to hear from any authoritative source who has information that might improve the accuracy of the article.  Any corrections will be noted below. 

Correction and Update – 1 October 2018
The tables and commentary have been updated to reflect the publication of the THE Global Rankings 2019 during week commencing 24 September 2018 (comparative positions for individual universities are shown).  Broadly speaking the new table showed declining rankings for both US and UK universities   In addition, the tables have been corrected to show the rankings for Shorelight partner the University of Mississippi (Table 2) and INTO partner the University of Exeter (Table 5).