Appealing to part time and mature students. As a university marketer, you are catering for many students with different informational needs. Creating something for everyone can become very challenging. Bringing the conversation away from the H.E learners aged between 18-24 years. And onto part-time and mature learners. You may have noticed that your student body might be a little light on mature and part-time students. Or you might have read about the increasing decline.
With the government making cuts to budgets, has resulted in fewer subject choices for part-time and mature students. These facts have become deterrents to those thinking about attending higher education. But, there is still a percentage of mature and part-time learners who have a strong knowledge of the workplace. Who are keen to further their career prospects by applying for university.
Universities encourage full-time students to achieve more than just a degree. By gaining work experience, placements, participating in university responsibilities. As well as joining the societies. Developing the individual to be a well-rounded candidate for employment, once they graduate. So why isn’t there a more optimistic vision for the part-time and mature student? How can we promote the long life learning ethos? and how can we ignite excitement amongst these learners.
Currently, there is an underrepresentation amongst part-time and mature students. This reflects in university marketing campaigns across the board. With this underrepresentation, there is a weak and untold narrative about mature and part-time students. Covering their experience, how students alike have accessed support. And how graduates have used their degrees.
We need to remain open-minded to the student journey and the idea of lifelong learning. No matter the age of the student and where they are in their academic life. The individual has decided to take the plunge on a new venture that they will need support with, along the way.
By visually capturing the student experience you are meeting prospective student needs. You are creating a positive representation is relatable to new students. You are answering some common questions and concerns. With prospective students being able to visualise this new possibility. Helps support their decision-making process.
It is this thinking that creates a difference and support diversification. whilst challenging the idea that education is not just for young people.