Global Education Market Survey Survey Report 2018 THE SURVEY “Many of these changes are bringing about a change in the way we think about delivering education, ensure quality, and exceed student expectations.”

2 WWW.TRIBALGROUP.COM The Survey

The last few years have seen and how we can continue to not As we came to the end of 2017 leaders across the world bring just match, but exceed student we wanted to survey the market in major changes that affect expectations. again to see if these challenges education, from the Gonski 2.0 and issues are still being felt, and funding changes, and the Higher Early in 2017 we surveyed the to see as we enter 2018, what the Education Reform Package in education market to cut through market felt the real challenges to the Apprenticeship all the noise from the changes and and issues people working in Levy, Higher Education and understand the real challenges education will face. Research Act, and Technical and and issues people working in Further Education Act in the UK. education face. Our ‘Global Education Market Brexit continues to dominate Survey 2017’ considered the the headlines in the UK with Four key themes developed from following: growing concern and uncertainty our findings: on how our ‘divorce’ from The biggest daily challenges will impact students seeking an 1. Managing time is a daily facing staff in education education in the UK. Meanwhile challenge new technologies that were only Their top three challenges emerging a few years ago are now 2. How to recruit learners for the year ahead becoming a part of our everyday and students amidst lives and a part of the classroom. growing competition Their top three priorities 3. for the year ahead Many of these changes were felt Investing in the right more than ever during 2017 not areas to improve student We have now collated the only bringing about a change in performance resulting outcomes and the education, but also bringing about following report contains a a change in the way we think about 4. Meeting student summary of our key findings. delivering education, how we expectations for access ensure quality and stay compliant, to information systems

3 WWW.TRIBALGROUP.COM Survey Methodology and Respondents Profile

The survey was conducted Sample job roles of people online by Tribal between October who responded: – December 2017. Staff from Schools, Further Education, or Vice Chancellor 387 Higher Education and Work individual responses Based Learning in both the UK Director and APAC geographies were mailed the survey, and a reminder Business Manager was sent two weeks later. Administrator Questions ranged from pre- 294 determined options, open ended Information Technology unique institutions text boxes for exploratory & Systems questions, and 1-5 scales for opinions in other sections. Open The findings from the survey ended text responses were are based on those people coded into theme categories, and who fully completed the 22% processed to give the frequency survey, each of whom will have increase in responses* of such themes appearing in received a complimentary the collective responses. copy of the survey report.

We received 387 individual responses, across 294 unique institutions (see appendix 1). 40% increase in institutions*

*compared to Global Education Market Survey conducted online by Tribal between January – March 2017.

4 WWW.TRIBALGROUP.COM PARTICIPANTS: UK Staff Job Role

2.12%

13.56% 9.32%

2.97%

0.85% 0.00%

5.51%

3.81% 16.95%

1.27%

2.97%

1.27%

5.51% 30.08% 0.85% 2.97%

Principal Teacher Training Manager Quality Manager Operations Manager Marketing Information Technology or Systems Dean or Head of Department Finance Manager Director CEO Business Manager Administration Chancellor or Vice Chancellor Academic (Lecturer/Researcher) Other (please specify)

5 WWW.TRIBALGROUP.COM PARTICIPANTS: APAC Staff Job Role

0.66%

1.32% 0.66% 1.97% 1.97% 1.97%

2.63% 20.39%

3.29%

3.95%

8.55%

18.42%

10.53%

11.84% 11.84%

Administration Information Technology or Systems Teacher Business Manager Principal Other (please specify) Dean or Head of Department CEO Operations Manager Quality Manager Finance Manager Director Marketing Training Manager Chancellor or Vice Chancellor

6 WWW.TRIBALGROUP.COM PARTICIPANTS: UK Sector

4.18% 5.86%

20.50%

25.10%

44.35%

Schools Further Education Higher Education Work Based Learning Business/Other (please specify)

7 WWW.TRIBALGROUP.COM PARTICIPANTS: APAC Sector

3.90% 5.19%

14.29%

59.09%

17.53%

Schools Tertiary Education Higher Education Vocational Education Provider Business/Other (please specify)

8 WWW.TRIBALGROUP.COM KEY FINDINGS

9 WWW.TRIBALGROUP.COM Key Findings

DATA IS KEY Biggest Daily Challenge - UK –All Sectors

Learner Behaviour

Software Issues

Time Management

Government Changes

Funding

Data Consistency & Accuracy

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Extremely Very Moderately Slightly Not At All Not Applicable

10 WWW.TRIBALGROUP.COM Key Findings

DATA IS KEY Biggest Daily Challenge - APAC –All Sectors

Learner Behaviour

Software Issues

Government Changes

Funding

Time Management

Data Consistency & Accuracy

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%100.00%

Extremely Very Moderately Slightly Not At All Not Applicable

11 WWW.TRIBALGROUP.COM Key Findings

Data consistency and accuracy If you can predict If you can predict student are the biggest daily challenge for outcomes then you can set those working in and delivering student outcomes meaningful targets for students. education. This is a change from If you can identify students at earlier in the year when managing then you can set risk of dropping out, then you time was the biggest daily meaningful targets can monitor and check they are challenge. What could be some performing as expected. Once of the reasons this has been for students. you have the data behind the replaced by data consistency? student information you can challenge for APAC. They will not share the findings with key teams In the UK, many institutions be subject to GDPR as this is a across the institution so effective will have already started to European Regulation. However, interventions can be made and it think about the introduction of whether you are organising your can inform and manage the entire the General Data Protection data to comply with legislation or student lifecycle. Regulation (GDPR) from May using it to gain a sharper, clearer this year. GDPR aims primarily to focus on what students truly give control back to people over need, having your data organised their personal data. Education in a consistent way so it produces institutions hold vast amounts accurate results is key. of data on students and so it’s to be expected that thought Consistent and accurate data is being given to how they is important for another reason. ensure compliance with this Used in the right way and with the new regulation. Over 60% of right learning analytics tools it can respondents from the UK and help students and practitioners 57% from APAC indicated that to monitor progress, and discuss data management would be an any changes or problems that improvement and investment area might put the student at risk of in 2018. dropping out. It can also help the practitioner tailor and personalise It did however come as a surprise their approach in supporting to see data consistency and retention, satisfaction and accuracy is the biggest daily attainment.

12 WWW.TRIBALGROUP.COM Key Findings

80% SEE STUDENT RECRUITMENT AND RETENTION AS A TOP PRIORITY FOR 2018 IN THE UK

Staff Recruitment & Retention

Personal Development, Behaviour & Welfare

Leadership & Management Effectiveness

Teaching, Learning & Assessment Quality

Learner Outcomes

Student Recruitment & Retention

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Extremely Very Moderately Slightly Not At All Not Applicable

13 WWW.TRIBALGROUP.COM Key Findings

For young people in the UK today 12% of surveyed the choice of ‘what next’ is only increasing. There are 130 students are heavily universities in the UK and 43 in Australia. Add to that the 371 influenced in where to further education colleges in study by social media the UK, the 10 TAFEs in Australia and the UK government’s bid to attract three million people into an Once you have your students apprenticeship over the coming enrolled keeping them is also a years, not to mention the growing concern. Students are taking readiness of international study, a more consumerist approach and you’ve got yourself a lot of to education, with student options. In addition, competition and supporter expectations is only increasing at all levels significantly higher than before. between education providers to increase enrolment numbers and Delivering a personalised, tailored hit recruitment targets. student experience and providing students with the high-quality With research from i-graduate’s service they’ve come to expect International Student Barometer as a paying customer, will help showing that 12% of surveyed to improve overall student students are heavily influenced satisfaction and retention. It’s in where to study by social media, also important to engage with it is becoming increasingly students on the platforms important for education and devices they want to use, institutions to have a strategy providing mobile apps and portals that heavily centres around using that deliver a personalised the reach that social platforms student experience, and providing can bring. So, you need to be 24/7 support will go a long way in there, and you need to stand ensuring that students remain in out for all the right reasons, and touch, engaged and retained. provide people with content they are interested in.

14 WWW.TRIBALGROUP.COM Key Findings

A SIMILAR PICTURE IN APAC

Staff Recruitment & Retention

Personal Development, Behaviour & Welfare

Leadership & Management Effectiveness

Teaching, Learning & Assessment Quality

Student Recruitment & Retention

Learner Outcomes

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Extremely Very Moderately Slightly Not At All Not Applicable

15 WWW.TRIBALGROUP.COM Key Findings

Student recruitment and retention and students. So why is this a There can be no still features highly as a top top priority, and why can it be priority for 2018 showing this isn’t such a challenge for institutions argument that just a priority local to the UK, it’s to effectively use assessments affecting the global education to support continuous learning, student achievement market. However, it is narrowly achievement and outcomes? and outcomes are a beaten by learner outcomes. Part of the challenge comes from core focus for most Assessing education outcomes the difficulty of implementing has always been about the a continuous improvement and institutions teaching (inputs) and the learning quality cycle that supports the (outputs), however during 2017 need to comply with regulatory and increasingly during 2018 there requirements as well as support is a focus on what the student the philosophy and practice of does afterwards. Many will be quality management. Another keenly focused on the outcomes crucial factor relates to the of students, be it continuing in adoption of technologies and education or entering employment processes to support a culture as this has become a key part of improvement, as well as of the measurement framework increase staff and student for education institutions. productivity and engagement.

There can be no argument Learner outcomes can be that student achievement and improved by adopting a process outcomes are a core focus of action planning, where an for most institutions and will institution can better support its ultimately have a flow-on effect staff and students to improve to institutional performance assessment and learning including the ability to recruit and monitor more closely the and retain high performing staff outcomes for students.

16 WWW.TRIBALGROUP.COM GOVERNMENT PROCESSES ARE BEING FELT

17 WWW.TRIBALGROUP.COM We mentioned in the many schools in limbo. As we start more universities registering for introduction to the report that 2018 the arguments between the the Register of Apprenticeship leaders across the world have state and federal governments Training Providers. The UK brought in major changes that only look set to intensify over government see this as a key way affect education. Many of these the Gonski 2.0 funding deal of ensuring technical education changes were felt more than during the rest of the year. can reach just as high as an ever during 2017 and look set academic one. It’s not just the to continue in 2018 as 18% of UK, Australia is also looking with respondents from the UK and APPRENTICESHIPS interest at the impact they have 15% from APAC told us that and asking if they should follow Government Processes are a 2017 was a rollercoaster year for the same course. Some complain top priority and challenge. There apprenticeships. April saw the universities have become too are many touch points that introduction of the apprenticeship vocational in nature — too government has with education levy, followed over the rest of the focused on jobs, not enough on and below are the ones we feel year by lots of discussions about the art of inquiry. At the same will be most felt during 2018: 20 per cent off-the-job training, a time, the vocational education 61% drop in apprenticeship starts sector in Australia is reeling from which the government expected, 15 years of funding cuts and GONSKI 2.0 and then growing concern that the aftershocks of failed free- two thirds of apprenticeships market experiments. Numbers Dominating much of 2017, the are a conversion of existing in trade apprenticeships and overhaul known as Gonski 2.0 employees. It looks like the ride traineeships are plummeting. promised a needs-based system isn’t over in 2018. Old style Less than 30 per cent of to determine education funding frameworks are switching off and vocational students in Australia across Australia. But the plan was new standards are turning on. work in the areas in which they criticised by education groups Although this has been happening studied. It will be interesting and some state governments, since 2016 this year we will see to see how this develops both who said it would lead to major some of the biggest and most in the UK and in Australia. cuts. The senate passed the popular frameworks be replaced. Australian government’s big 10-year plan. However, towards Degree apprenticeships, STUDENT FUNDING the end of the year we saw many introduced in 2015 in the UK states either reluctantly sign up and attracting 2,000 starts by Why is university funding being to Gonski 2.0 promising to fight 2017, look set to increase with reviewed? Well, the UK snap back, or refuse to sign leaving 27 new projects underway and general election of 2017 has

18 WWW.TRIBALGROUP.COM much to answer for here. With the and the length of repayments course fees are set to rise Labour Party enjoying a swing of will all be under scrutiny. coupled with students having over 20% in some university seats to pay back their loans sooner. it was clear that the student vote The future of tuition fees is Wherever in the world education had been revived with the promise unpredictable, it would be a providers or universities are, they to scrap tuition fees altogether. mistake in 2018 to think that need to start seeing themselves The government had to make a nothing has to change except as consumer-friendly businesses response to this and whilst it may funding. It’s not just here in the with millions of young customers make a popular appeal to young UK, in there are plans that are keenly aware of how their voters it will be universities that to remove fees completely for money is being spent and used. are watching nervously. It is likely tertiary education and training. that the level of fees, interest From 2018 everyone will get one rates, the sale of student debt, year free and by 2024 all three the return of maintenance grants, years will be free. In Australia,

19 WWW.TRIBALGROUP.COM Conclusion

Although the last few years have seen leaders across the world WHAT IS THE EXPERIENCE AND bring in major changes that affect EXPECTATION OF A STUDENT IN 2018? education and many of these changes were felt more than ever during 2017 and look set Students expect to Students communicate to continue this year, for those interact with an education both positive and negative working in education the main establishment via mobile aspects of their time in priorities and challenges for the or tablet to obtain the education via social media year ahead are closer to home. information they need which can either increase and access resources. or decrease an education Globally, there is a clear focus institution’s reputation and on student recruitment and The removal of grants future recruitment prospects. retention, and an emphasis on for education, and £9k + personalising that experience fees in the UK for higher Now that students are and matching expectations. education means that paying more to study they Young people today can access students are thinking more are broadening their horizons vast amounts of information about the choices they and ensuring they attend with a simple search, from make and which education the very best institution historical records, videos of institutions they attend as for them and their future experiments, to live feeds of debt is now much higher career. A more consumerist events happening around the when leaving education. approach is being taken with world. The information can be students’ and supporters’ reached in a matter of seconds Support needs to be expectations significantly be it at home or on the move. As a available 24/7 to support higher than before. result, the tools, technology and the connected online systems needed by education environment that students institutions today have changed, now live in and use. and a student’s expectations and the experience they are looking for has also evolved.

20 WWW.TRIBALGROUP.COM Today’s students are digital recruitment and engagement, Many processes and natives and they want flexibility which leads to better retention over when, where and how and educational outcomes. interactions have they interact with each other, institutions, and tutors. They have Some are already looking for best become digital with grown up in a world dominated practices to adopt and adapt from greater demands and by the internet, social media and outside education, in industries smartphones. They now expect such as retail and healthcare, expectations placed these conveniences and this kind which have been focusing longer of personalisation in all aspects on the customer experience. upon education of their lives, so they are less Providing the tools, processes tolerant of mass-market, generic and support to understand institutions and industrialised services. Many how you can recruit the right processes and interactions students, improve the experience have become digital with greater with greater personalisation demands and expectations placed and provide a clearer and upon education institutions. It deeper understanding of what has spawned a habit amongst students need to help them the students of today, an stay in education will only expectation if you will — access ensure that all students get to key information wherever and what they expect and receive whenever they want. Getting what they need to succeed. this right leads to better

21 WWW.TRIBALGROUP.COM Appendix 1: Participating Organisations UK

Abingdon & Witney College Cartrefi Cymru Hit Training Acacia Training and Development Ltd Central European University Hopwood Hall College Academy Primary School City, University of Huddersfield Textile Training Ltd Addysg Oedolion Cymru | Adult Learning Coleg Ceredigion Inchbald School of Design Adult Learning Coleg Gwent Independant School Amrc Tc/University of Sheffield College Independent Specialist College Anglia Ruskin University Darlington Council Jigsaw Training Arcadia Alive Derby College Joseph Chamberlain College Arch Apprentices Dillon-White Consultancy Ltd Junior School Arts University Bournemouth Doncaster College Kcl Aspire Sussex East Riding College Keele University Assessment and Training Edinburgh Napier King’s College London Aston University Emp Kingston University Barnardo’s Ks Training Barnet & Southgate College Ets Training Ltd Lakes College West Cumbria Bath Expand-It Ltd. Lancaster & Mortecambe College of Fe Bath Spa University Fe College Lda Belfast Bible College Fe Wbl Learn Devon Bird College of Dance and Musical Theatre Financial Learndirect Blackburn College Focus Training (Sw) Limited Lipa Bolton College Fw Solutions Ltd Lipa Sixth Form College Bournemouth And Poole College Genius Solutions Limited Liverpool Hope University Bournemouth University Gk Apprenticeships London College of Creative Media Ltd (Trading Brent Glyndwr University as Lccm) Bridgend Further Education College College London Metropolitan University Burnley College Goldsmiths University of London London School of Economics Bury Adult Learning Service -Bury Council Gower College Swansea Lse Cablecom Training Ltd Gpsta Lte Group (The Manchester College) Cambian Lufton College (Isc) Hairdressing Academy Lucid Optical Services Ltd. Cambrian Training Hen Felin Training Merthyr Tydfil County Borough Council Canterbury Christ Church University Henbury School Moorlands College Cardiff And Vale College Heriot Watt University Na College Trust Cardiff University Higher & Further Education Ncfe

22 WWW.TRIBALGROUP.COM Nelson and Colne College St Marys Training Centre North Lindsey College Staffordshire University University of Cumbria North Warwickshire & Hinckley College Swansea Itec University of East Anglia North Warwickshire And South Leicestershire Tavistock And Portman Nhs Foundation Trust University of Exeter College Tci University of Gloucestershire Northampton College The Cardinal Vaughan Memorial School University of Huddersfield Northumbria University The College Merthyr Tydfil University of Hull Northumbria Youth Action The Colleges’ Partnership Ltd Norwich University of The Arts The Corsham School Academy University of Liverpool Npt Adult Community Learning The Dolphin School University of Malta Nptc Group The Growth Company Oaklands College The Sheffield College University of Sheffield On Course South West Cic The University of Edinburgh University of St Andrews Pembrokeshire College The University of Warwick University of Suffolk Pendine Academy Train Shetland Plymouth Cast Mat - Telford College Training Agency University of Technology, Jamaica Pm Training Training Company University of Warwick Port Training Services Training Organisation for Hairdressing and Primary School Beauty Therapy University of Wolverhampton Private Provider Training Provider Uwe, Bristol Queen Mary University of London Truro And Penwith College Wakefield College Regent’s University London Ual Wigan And Leigh College Robert Gordon University Ucem Winchester School Ucl York St John University Secondary School Ulster University Yorkshire College of Beauty Sheffield Hallam University Uni Of Bristol Shipley College University Shu University College of Estate Management Skills Training Uk (Ucem) Smartt North East Ltd University of Bedfordshire South Devon College University of Birmingham South Thames College University of Bolton Spi - Specialist Post 16 Institution University of Bristol St George’s School

23 WWW.TRIBALGROUP.COM APAC

ACT Education Directorate Hawkesdale P12 College Primary School x 15 AIS HELP University Protea College Albany Secondary Education Support Centre High School (No Specified Name Given) PSB Academy Ara Holy Trinity Lutheran College Public School Auckland Institute of Studies Holy Trinity School Reservoir Australian Institute of Music Hunter Design School Resurrection School Keysborough Australian Pacific College IGQ Golf College Limited Sacred heart School Avondale College of Higher Education Independent School x 4 Boston Business School INSEARCH Shepparton Christian College Bowen Road primary Irymple Secondary College Southern Cross School of Distance Education Box Hill Senior SC ISS International School Special School Campbelltown Performing Arts High Shcool James Cook University St Andrews Caroline Chisholm Catholic College John Paul International College St Augustine’s Primary School Catholic Education Office Kalandra Education Group St Augustine’s Primary School Catholic Primary School (No Specified Name Kildare Catholic College St Bernadette’s P.S. Given) Learn Plus Ltd. St Bernards School Catholic Schools Office Liebler Yavneh College St Columba’s Primary Coolum Beach Christian College Manukau Institute of Technology St Dominic’s Primary School Creek Street Christian College Massey University St James College Dapto HS MEGT St James Parish School Darul Ulum College of Victoria Mercy Regional College St Joseph’s School Deakin University Mount Ridley P-12 College St Joseph’s School Chelsea Department of Education NSW- Berridale P.S. Murdoch University St Kevin’s Primary School ECU Nambour Christian College St Lawrence Primary School Education Queesnland Nathalia Secondary College St Mary’s School Mooroopna EIT Hawke’s Bay Newman Senior Technical College St Patrick’s Primary School, Kilbirnie, Wellington Fitzroy High School Not Given St Peter’s Clayton Focus on Safety Pty Ltd Open universities Australia St Peters Primary Geelong Lutheran College Our Lady of the Way, Kingsbury Catholic Primary St. Joseph’s Regional College Port Macquarie GIIS School Sunshine Christian School Gleneagles SC Pared Pty Ltd Griffith University Sydney University Gulf Harbour School PIEF Taratahi

24 WWW.TRIBALGROUP.COM Taratahi Agricultural Training Centre The Cairnmillar Institute The Kings School The University of Western Australia Universiti Teknologi PETRONAS University of Canberra University of New South Wales University of Otago University of Otago University of Sydney University of Waikato University of Western Australia UNSW Global Waikato University Wananami Remote Community School Wawasan Western Sydney University Wooranna Park P.S. Yarram Secondary College

25 WWW.TRIBALGROUP.COM Empowering the world of education

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