LOUGHBOROUGH UNIVERSITY

A REPORT TO SENATE ON UNDERGRADUATE AND TAUGHT POSTGRADUATE RECRUITMENT 2003 ENTRY

This report identifies both quantitative and qualitative aspects of the 2002/03 recruitment processes for undergraduate and taught postgraduate students. Reference is made not only to the outcomes themselves but also to the context within which they have been achieved. Actions to build on the successes and also to address the negative aspects, are included.

The most recent intake statistics for 2003 entry are attached.

1. UNDERGRADUATE RECRUITMENT

Positive Features

UK/EU Applications and Intakes

• Intake figure as at 27 October 2003 (2960) almost exactly on target (2970)
• Proportion recruited through Clearing under 3%
• 5 departments with increased applications
• Absolute and proportionate number of successful applicants making Loughborough their first choice, up compared to 2002 (14/21 departments)
• An analysis of entry qualifications likely to show that quality has been maintained overall

International Applications and Intakes

· Overall applications increase of 20.2%

· Intake (221) ahead of planning target (197) by 12.2% and actual intake in 2002 (171) by 29.2%

UK Marketing

• Expansion in Schools and Colleges Liaison Programme (60 events covered)

• Faculty of Engineering's "Z Card" promotional initiative for A Level Mathematics and Physics teachers and students (much positive feedback)
• University Powerpoint Presentation for use by departments at open/visit days launched in October
• Record attendance at September Open Day

UK Widening Participation

• All Opportunity Bursaries (90) allocated
• January-June 2003: 29 Widening Participation activities (Year 9 to Year 12)

Negative Features

UK/EU Applications and Intakes

• Applications down by 8.7% following growth of 5.8% in 2002
• Fall greater than 10% in 9/21 departments (5 in Science Faculty)
• Science Faculty UK/EU intake shortfall of 13.4% (compensated for by "managed" overshoots in the other two Faculties)

Observations on UK/EU Applications

· Sharp decreases in applications in certain subject areas reflecting national trends (eg Chemistry and Computer Science/Information Technology)

· 1998-2003 applications pattern unstable: growth/growth/decline/growth/decline

· 14/21 departments attracted more than 500 applications in 2003

· Ratio of applications to intakes for 13/21 departments at least 4:1 (complete range 2.5:1 to 14.2:1)

· Few new programmes launched in 2003

· Existing portfolio unable to take advantage of 2003 growth areas nationally (eg Medicine, Law)

Actions

• "Visibility and Image" research commissioned from HEIST: report due before the end of 2003
• Student Recruitment and Admissions Team to promote programme development in co-operation with departments, especially those with vunerable UK recruitment profiles (a combination of low and falling applications, below-average conversion rates, significant reliance on changed-course offers and clearing and intake shortfalls)
• Good recruitment practice to be shared
• Schools and Colleges Liaison Programme's expansion to continue
• Enhancement and diversification of paper-based promotional materials underway
• Current highlighting of league table successes to continue
• Direct mailshots to prospective applicants underway
• Targeted mailshots to school and colleges also underway
• University website enhancements (eg focused messages on homepage, easier navigation and additional links) to continue
• "Z" card and Powerpoint initiatives to be developed further
• Production of recruitment video/DVD for UK use to be considered
• Links with FE Colleges offering International Foundation Programmes to be consolidated

2. Taught Postgraduate Recruitment

Positive Features

• UK/EU recruitment right on target
• Impact of new programmes launched in 2002 and 2003
• PGCE programme within 6% of target
• International recruitment up by 30.9% against overall target and by 51.3% against actual for 2002

Negative Features

· (UK/EU) inconsistent outcomes across departments: among those with targets of 5 and above, 4 with overshoots of 10%+ and 7 with shortfalls of 10%+

· (International) conversion from "unconditional offer firmly accepted" category (UF) to actual arrivals down by 7% compared to 2002

· (International – longer term) China (including Hong Kong) too dominant a source of taught postgraduate students? ( 37.5% in 2001, 56.3% in 2002, 70.7% in 2003)

Observations

• Active applications cycle now stretching later and later (especially for UK) making reliable forecasting difficult
• Decline in UF to arrival conversion rate for international students attributable in part at least to legacy of SARS and a widespread tightening of visa approval process
• Although China accounts for the majority of the taught postgraduate students, there are no fewer than 50 countries represented in the intake

Actions

• Taught Postgraduate Office to develop the assistance it currently offers departments in managing an unstable, rapidly changing process
• SRA Team to promote further programme development in selected areas, in co-operation with departments
• International Office policy of broadening recruitment base by nurturing developing markets (eg India and Taiwan) through missions and the appointment of agents, to remain a priority

3. Conclusion

The University will be pleased that the overall targets for UK/EU undergraduate and taught postgraduate recruitment have been achieved. There may be concerns, however, that in both categories, the distribution between and within Faculties deviated from the approved numbers in some cases. Compensatory action was taken to ensure that the result at institutional level was not compromised. The SRA Team will continue to work at the appropriate levels to seek to smooth out perturbations in the system.

The results of the HEIST research into the visibility and image of the University in the eyes of prospective undergraduate applicants will become known shortly. It is hoped that this will help guide future marketing priorities as the institution seeks to enhance its position in an increasingly competitive environment.

Student Recruitment and Admissions Team

November 2003