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Dip in numbers: Curnock Cook warns of fewer prize catches to be netted
Highly selective universities will have to fight over an ever-smaller number of students because of the dwindling university-age population and the rise of vocational qualifications, the chief executive of Ucas has warned.
Mary Curnock Cook argued that in 2020, there would be about 130,000 fewer 18-year-olds than in 2009 in the education âpipelineâ, a big reduction in the number of potential students.
Assuming that 40Â per cent go on to university, in 2020 each university will have about 200 fewer students than it has now, she said. âThese are very, very big numbers in university admissions.â
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Government reforms that allow the unrestricted recruitment of students who achieve grades ABB at AÂ level will leave highly selective universities particularly vulnerable, she told delegates at the Council for Advancement and Support of Education Europe conference in Manchester on 28 August.
The ABB policy means that such institutions had to attract a sustainable number of high-grade students every year, rather than being allocated a certain number of places to fill, Ms Curnock Cook explained.
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Although the proportion of 19-year-olds holding AÂ levels had remained flat over the past decade, the proportion doing vocational qualifications, chiefly BTECs, had increased fivefold, she said.
In addition, with proposed reforms to AÂ levels expected to make the qualification harder, âfewer people [will] do themâ, she said.
âThe selective universities that are competing at that top end in this high-grade policy are actually â still slightly unbeknown to them â competing for a small proportionâŠof a smaller population,â she said. As a result, there will be âincreased competition for a smaller number of high-grade studentsâ.
Universities with lower entrance tariffs were increasingly recruiting applicants with vocational qualifications, but the selective institutions were âtied inâ to high-grade AÂ levels.
âThis is not a nice place to be, IÂ would suggest, for selective institutions,â she said.
Ms Curnock Cook has already warned that a decline in top grades at AÂ level could cause serious problems for institutions relying on ABB students to fill their courses.
The decline in grades awarded this year âcould leave 30 or so higher education institutions with at least 100 fewer ABB+ recruits than expectedâ, she wrote in Times Higher Education last week.
Figures from Ucas last month show that 2013-14 undergraduate recruitment has recovered to 2011â12 levels after a dip following the introduction of higher tuition fees in 2012â13. But Ms Curnock Cook had a âword of warningâ for universities cheered by the better figures.
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âThis year youâve managed to get more [students] in at 18,â she said, but added that âyou might pay for itâ in 2014-15 because there would therefore be fewer 19-year-olds to recruit in that cycle.
Ms Curnock Cook also remarked that the clearing process was no longer used to recruit âthe dregsâ any more, and speculated that it could even remove the need for an admissions system based on studentsâ actual, rather than predicted, grades.
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âEvery year I get asked: isnât it now time to go for a post-qualifications applications [system]? My answer is that we already have PQA: itâs called clearing,â she said.
david.matthews@tsleducation.com
Setting fee levels: decide where your priorities lie
Universities are unable to set âoptimumâ tuition fees because they cannot decide whether they want to maximise their student numbers or their income, according to a pricing consultant.
David Smith, director at strategy and marketing consultancy Simon-Kucher & Partners, made the argument to delegates at the Council for Advancement and Support of Education Europe conference in Manchester on 28Â August.
Using surveys of prospective students, universities are able to calculate the impact of higher fees on demand for their courses, he claimed.
âIf you increase your price, youâre going to lose a few students, but youâll make more money,â he said.
However, when university staff were surveyed to find out what they thought of this proposition, about half considered it to be a successful strategy, and half thought it would count as a failure. âWe typically see a tension between the academic side and the central marketing side,â he said.
âIf that is the picture at your university, there is absolutely no chance you can optimise your fees because you donât know what youâre optimising them for,â Mr Smith added.
âIf you havenât nailed that [issue] first, then you might as well do no customer research because youâll just have a lot of numbers at the end with no real steer on what to do with them,â he continued. While the vast majority of universities have set the UK undergraduate fees at ÂŁ9,000 a year, there is a wide variety of fees for postgraduate, international and MBA students.
He also disagreed with fears, expressed in a question from a member of the audience, that setting an undergraduate tuition fee below ÂŁ9,000 a year would signal that an institution was a no-frills âRyanair universityâ.
âFrom what weâve seen, [price] is not an indicator of quality.
âCambridge could be priced at ÂŁ3,000 a year, and itâs still Cambridge,â he said.
âRyanair are at the very far extreme of the scale,â he continued. If universities started charging for âfront row seats in your lectures versus standing at the backâ then they would have âprice image issuesâ but until that point âI think youâll be OKâ.
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