Local Undergraduate Competitiveness
Local Undergraduate Competitiveness
The University will also undertake detailed research into why applicants choose competitor institutions over the University of Bedfordshire. Insights gathered will help inform targeted interventions to improve conversion rates, strengthen subject-level propositions and support future student recruitment growth.
Aims:
- To develop a clear, evidence‑based understanding of why undergraduate applicants choose competitor universities over the University of Bedfordshire, both at institutional and subject level.
- By analysing decision‑making factors such as course appeal, teaching environment, facilities, employability, and marketing, the project will identify the drivers of non‑conversion and areas of underperformance.
- This insight will be used to enable targeted institution and subject‑level interventions focused on improving conversion rates (but with likely additional benefits to applications), supporting sustainable growth in tuition fee income by September 2027 and beyond.
Milestones:
- Data definition & insight gathering (June–July 2026)
- Market & subject research / focus groups (Sept 2026)
- UG proposition design (Nov 2026)
- Marketing alignment & UCAS readiness (Feb–Apr 2027)
- Initial impact realised (Sept 2027 – but with more significant impact in Sept 2028)
Key Stakeholders and next steps for colleague involvement:
- Adrian Dutch (Sponsor), Pro Vice Chancellor (International)
- David Seaton (Lead), Director of Recruitment and Admissions
- Julie Brunton, PVC Education and Student Experience
- Chris Marshall, Executive Dean University of Bedfordshire Business School
- Juliet Fern, Executive Dean of Technologies Education and Social Sciences
- Alisson Tresidder, Executive Dean of Health Community and Life Sciences
- Susan Clucas, Director of Strategic Improvement
- Bob Cozens, Director of Marketing and Communications
