Beating the Downturn: Achieving International Growth at Northumbria University London Campus

While many UK universities grappled with a sector-wide 26% downturn in international student recruitment in Autumn 2024 (source:THE ), the partnership between QA Higher Education (QAHE) and Northumbria University tells a different story. Against a challenging market backdrop, the Northumbria University London Campus recorded a remarkable 21.6% year-on-year growth in international enrolments, with this success stemming from deliberate, versatile strategies focused on:

– Combining the strengths and investment from both the university and QAHE

– Strong recruitment relationships

Northumbria University launched its London campus, a joint venture partnership with QAHE in 2014. Over ten years of operation, the campus has grown its student body to more than 4,100 UK and International students, drawing on the shared resource of both the university and QAHE.

“The partnership was based on our aligned vision for innovative programmes and a commitment to an exceptional student journey. We see the London campus as an incubator to allow Northumbria University to test new ideas and respond quickly to market demands, drawing on the expertise of both partners.” — Rob Carthy, Director of International Development, Northumbria University.

Agility in Navigating Market Dynamics

Strategic Course Development

QAHE has worked closely with Northumbria University to expand its course portfolio in London drawing on the academic and research excellence of both partners. The university and QAHE’s Market Insights teams collaborate to create a data-driven portfolio strategy by analysing student demand, competitor offerings, and emerging labour market trends. This process involved gathering valuable feedback from recruitment teams and graduates, leveraging comprehensive data from sources such as HESA and Lightcast, and analysing visa and student mobility metrics. Additionally, the university and QAHE collaborated with dataHE to commission targeted research, ensuring that every decision was underpinned by robust market intelligence. These insights informed product roadmaps that went beyond course subjects to include delivery modes, course titles and intake schedules.

In 2024, the partnership responded to a growing market by focusing primarily on the launch of new undergraduate courses, a strategic move in a market where undergraduate is the predominant level of study. This targeted expansion not only reflects a response to evolving student needs but also reinforces our joint commitment to providing high-performing programmes that empower students to achieve their academic and career aspirations.

Streamlining Enrolment for Global Access

The Northumbria-QAHE partnership prioritises a student-first mindset, having transformed the application to enrolment journey to offer a smoother and more supportive experience. Entry requirements are aligned across the Northumbria campuses, working together to ensure they are designed to facilitate student success whilst being responsive to regional needs. Recognising Northumbria University’s commitment to social mobility the partnership has developed a portfolio which is inclusive, ensuring access without compromising academic integrity.

Building Trust with Recruitment Networks

Northumbria University and QAHE recognises that its success lies in fostering trust and collaboration with its recruitment network, who are vital in connecting students with Northumbria University. To foster these relationships, the partnership has a joined up approach with dedicated points of contact for quick responses, ensuring seamless communication and consistent support.

Beyond operational efficiency, the partnership continually invests in recruiter development through in-country visits, campus hosting, recruiter conferences and comprehensive training programmes. These initiatives have equipped recruiters with an in-depth understanding of Northumbria University’s London Campus programmes and their relevance in local markets. With customised toolkits and detailed applicant progress reports, agents gained the confidence and resources needed to guide students effectively.

Looking Ahead

The partnership between QAHE and Northumbria University has shown remarkable resilience in navigating market fluctuations. The deliberate strategies underpinned by agility, flexibility, and collaboration not only positioned Northumbria University London Campus for continued success but also set a strong foundation for future growth. By remaining adaptable and student-focused, QAHE and Northumbria University are well-prepared to face the ups and downs of the international education market.

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