HE Marketing

Universities to target mothers in student recruitment push

HE Marketing

Universities are to market themselves directly to students’ mothers following a surge in the number of pushy parents intervening in the higher education admissions process.

Institutions will advertise courses on the parenting website Mumsnet for the first time amid claims that mothers and fathers are going to extra lengths to make sure sons and daughters win places at leading universities. Admissions tutors have told how many parents are now accompanying children on university open days, writing their application form and even fighting appeals on their behalf if they are rejected. According to one study, 50 per cent of students at university open days in 2011/12 were accompanied by at least one parent, up from 47 per cent two years earlier.

Read the full article by visiting The Telegraph website by clicking here

Source: The Telegraph, Graeme Paton, Education Editor, 4 July 2013

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