Education is GREAT/Study UK Campaign Student Journey Research

The Study UK: Discover You campaign was designed and launched following George Osbourne's Autumn Statement in 2015 when he announced plans to recruit an additional 55,000 international students to the UK by 2020. The UK remains the 2nd most popular destination for Higher Education (HE) students with 196,000 new students enrolling with British Universities per year, out of a potential universe of approximately 5m internationally mobile students worldwide (UNESCO, 2013).

Large proportions of international students are post graduates, or are in the latter years of undergraduate study. However the UK is losing share to established English speaking competitors and to emerging competitors. The UK competes well in terms of academic quality but less well in terms of costs (fees, daily life and some aspects of 'welcome'). Using these insights, the British Council and GREAT introduced a new overarching campaign to bring together the entire UK higher education sector around a core proposition to unify and focus the UK's international marketing efforts. This core proposition was 'Study UK: Discover You', intending to convey how 'the experiences, knowledge and confidence gained by studying in the UK will inspire you to define your own path'. Using this proposition and creative approach, a campaign was launched in October 2016 to position and promote the strengths of Great Britain as a world-leading study destination. The activity launched a four year campaign to promote awareness of the UK's universities and was branded as part of the international GREAT Britain campaign. Please see the Study UK central website for more details: https://study-uk.britishcouncil.org/

The International Higher Education sector is changing quickly, as is the online & media behaviour of our international student audience which covers both Under-Graduate and Post Graduate markets. As a result this brief for new strategic audience research is required to help us dig deeper into the student journey in our priority markets over a three-year period.

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