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Curnock Cook tells elite of leaner ABB catches ahead

Fewer 18-year-olds and rise in BTECs could leave highly selective universities vulnerable, says Ucas chief

Published on
September 5, 2013
Last updated
May 27, 2015

Source: Getty

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 鈥減ipeline鈥, a聽big reduction in the number of potential students.

Assuming that 40聽per cent go on to university, in 2020 each university will have about 200 fewer students than it has now, she said. 鈥淭hese are very, very big numbers in university admissions.鈥

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Government reforms that allow the unrestricted recruitment of students who achieve grades ABB at A聽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 A聽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 A聽levels expected to make the qualification harder, 鈥渇ewer people [will] do them鈥, she said.

鈥淭he selective universities that are competing at that top end in this high-grade policy are actually 鈥 still slightly unbeknown to them 鈥 competing for a small proportion鈥f a smaller population,鈥 she said. As a聽result, there will be 鈥渋ncreased competition for a smaller number of high-grade students鈥.

Universities with lower entrance tariffs were increasingly recruiting applicants with vocational qualifications, but the selective institutions were 鈥渢ied in鈥 to high-grade A聽levels.

鈥淭his is not a nice place to be, I聽would suggest, for selective institutions,鈥 she said.

Ms Curnock Cook has already warned that a decline in top grades at A聽level could cause serious problems for institutions relying on ABB students to fill their courses.

The decline in grades awarded this year 鈥渃ould leave 30 or so higher education institutions with at least 100 fewer ABB+ recruits than expected鈥, she wrote in 探花视频 last week.

Figures from Ucas last month show that 2013-14 undergraduate recruitment has recovered to 2011鈥12 levels after a dip following the introduction of higher tuition fees in 2012鈥13. But Ms Curnock Cook had a 鈥渨ord of warning鈥 for universities cheered by the better figures.

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鈥淭his year you鈥檝e managed to get more [students] in at 18,鈥 she said, but added that 鈥測ou might pay for it鈥 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 鈥渢he dregs鈥 any more, and speculated that it could even remove the need for an admissions system based on students鈥 actual, rather than predicted, grades.

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鈥淓very year I get asked: isn鈥檛 it now time to go for a post-qualifications applications [system]? My answer is that we already have PQA: it鈥檚 called clearing,鈥 she said.

david.matthews@tsleducation.com

Setting fee levels: decide where your priorities lie

Universities are unable to set 鈥渙ptimum鈥 tuition fees because they cannot decide whether they want to maximise their student numbers or their income, according to a聽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 28聽August.

Using surveys of prospective students, universities are able to calculate the impact of higher fees on demand for their courses, he claimed.

鈥淚f you increase your price, you鈥檙e going to lose a few students, but you鈥檒l make more money,鈥 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. 鈥淲e typically see a tension between the academic side and the central marketing side,鈥 he said.

鈥淚f that is the picture at your university, there is absolutely no chance you can optimise your fees because you don鈥檛 know what you鈥檙e optimising them for,鈥 Mr Smith added.

鈥淚f you haven鈥檛 nailed that [issue] first, then you might as well do no customer research because you鈥檒l just have a聽lot of numbers at the end with no real steer on what to do with them,鈥 he continued. While the vast majority of universities have set the UK undergraduate fees at 拢9,000 a聽year, there is a wide variety of fees for postgraduate, international and MBA students.

He also disagreed with fears, expressed in a聽question from a member of the audience, that setting an undergraduate tuition fee below 拢9,000 a year would signal that an institution was a聽no-frills 鈥淩yanair university鈥.

鈥淔rom what we鈥檝e seen, [price] is not an indicator of quality.

鈥淐ambridge could be priced at 拢3,000 a year, and it鈥檚 still Cambridge,鈥 he said.

鈥淩yanair are at the very far extreme of the scale,鈥 he continued. If聽universities started charging for 鈥渇ront row seats in your lectures versus standing at the back鈥 then they would have 鈥減rice image issues鈥 but until that point 鈥淚聽think you鈥檒l be OK鈥.

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