INTRODUCTION

The world of higher education today is far different than thφe one of even five years ago. Institutions have seen ₽enormous shifts concerning the face of the student population, the ∞support services they require, the most effective sφtrategies to engage and recruit them, and more. In t₩his state of flux, many institutions are pursuing innovative strategies to thrive amid unceφrtain funding and to provide the support students need most.

Institutions are seeing a new student population—more adult and non-traditional learners a₽re pursuing degrees, increasing the demand for flexible education models. At the same time, institu★tions are contending with a decrease in internatio§nal students and an increase in underrepresented stude✔nts who require distinct support services to attract them to campus and keep them e&nrolled through graduation. In order to keep their institutions thriving and☆ well-known to prospective students and donors alike, colleges and universit≤ies are increasingly experimenting with their financial models and marketing strategies, changing ₹the ways in which they have traditionally operated.

The 2020 TRENDS IN HIGHER EDUCATION report unpacks crucial shγifts in higher education that are likely to affect most insφtitutions—from domestic to international—and provi←des strategies to help them evolve. As they navigate these changes, institutions haveβ the opportunity to establish themselves as leaders in higher education.

NEW TUITION TACTICS 

REVITALIZE INTERNATIONAL 

STUDENT RECRUITMENT 

After decades of steady growth, enrollments of new in®ternational students in U.S. institutions are declining. In  2018–19, 1,09>5,299 international students enrolled as first-time undergraduates, a  decline of 9.5% from 2014 –15. Non-United States markets are also seeing internationa l enrollment decline or stagnation. The United Kingdo m’s international enrollment has stayed largely flat, only rising 4.1% between‍ 2012 –13 and  2016 –17, while New Zealand has seen a substantial ∞decline in international enrollments in the vocational and technical education sector. ≥;

While some attribute the United States’ international student enrollment decline to the cur<rent administration’s stricter immigration policies, ×others believe that the primary factor is the heavy tuition that institutions force internatio¶nal students to pay. International students paid on av↓erage $26,290 for undergraduate tuition in 2018 –19—a 42% increase from a decade before. Internπational students often do not receive the same benefits afforded to American students, such‍ as financial aid assistance, that could ease the burden of• high tuition. To avoid missing out on the additional revenue that i↑nternational students bring, institutions are considering lowering th∏e underlying cost of education for international students. 

How Will Institutions Boost International 

Student Enrollment in 2020?

1. Conduct Outreach to New International Markets: Instit‍utions are increasingly pursuing diversification strategies i•n which they broaden recruitment outreach to emerging <international markets. Countries with a rapidly expanding ☆middle class or economy, such as Bangladesh and Ghana, are particularl÷y promising. Additional emerging markets include Nepal and Kuwait.

2. Reduce Reliance on Oversaturated International

Markets: Many factors contributing to the decline in internat&ional student enrollment are out of institutions’ control: Some foreign governments, s₹uch as Brazil and Saudi Arabia, have reduced schola•rships that previously sent significant numbers of students to the United States, while China’s e≈fforts to improve its domestic university system have kept more studen≠ts at home. Institutions are increasingly deprioritizing these oversatu★rated markets to save their efforts for markets that are more promising.

3. Provide Additional Visa and International

Support Services: While 60% of schools with declini ng international enrollment have cited social and political pressures in the Unit>ed States as factors contributing to enrollment decline, the most frequently cited issue (by 83% ♠of schools) is the visa application process or visa issues/delays. In response,← institutions have established additional immigration- related legal services or stuγdent support services to help students navigate the process.

4. Foster Post-Study Work Opportunities: Research has found a sπtrong positive correlation between the availability

of temporary post-study work opportunities and growth in international enrollment. Building relaβtionships with employers that help streamline the path from graduation to a€ career may make institutions more attractive.

5. Develop Student Services That Acclimate

International Students to Campus: Offering support that focuses on the unique challenges internat•ional students face while studying in the United States—such as language barriers​, culture shock, unfamiliarity with the American education system, a₽nd more—can help institutions develop a reputation for being particularly welcoming to students f±rom abroad.

For example, the University of Maryland-College Park’s counseling center employs pΩsychologists who speak a variety of languages, including Spanish, ​Mandarin, Cantonese, Hindi, and Gujarati, to make students f♦eel understood and at ease.

NON-TRADITIONAL ACADEMIC PROGRAMS PREPARE 

STUDENTS FOR THE WORKFORCE

With more students frustrated by the cost and time requirements of traditioσnal degree programs, institutions are increasingly investing in strategies to i↑dentify and serve non-traditional undergraduate students. Such st♦udents can include adult learners, individuals with dependents, students atteδnding classes part-time, or financially independent students. Higherπ education providers are developing offerings that present alternative educati↔on delivery models to appeal to these students’ unique responsibilities and academic goals. For ex©ample, universities may emphasize workplace skills through experiential learning opportunitπies and offer microcredentials that allow students to build the skills they need while avoiding tΩhe higher cost and time commitment of a full degree.

What Will Non-Traditional Academic 

Programs Look Like in 2020?

How Will Institutions Support 

Underrepresented Students in 2020?