From Agents to Brands: Changing the Marketing for Independent Higher Education in UK
Traditionally, UK universities and colleges, alongside their counterparts from Australia and elsewhere, depended on agents, or education advisers, to recruit students in the international markets. This model works beautifully: The agent brings the local knowledge and personal touch students need while making the big, transformational decision in their lives. It also works well commercially: The institutions pay a commission, usually 10% to 20% of the first payment the student makes, to the agent, a good sum of money in many countries, and being paid after the registration is secured, is good in cash flow terms too. However, while the benefits are obvious, the problems of this model are increasingly becoming apparent. Over-dependence on the agents usually results in the institution becoming distant, not closer, from their target markets. The agents often work for a number of institutions, and auction off applicants to the highest bidder, which may not be the most appropriate instit...