Students today begin researching institutions months, and often years, before they apply. They move across devices, channels, and decision-makers, yet many universities still struggle to connect those interactions into a meaningful relationship. Drawing on global research and higher education case studies, this session explores what we know about modern student engagement, how key student segments behave differently, and why expectations for personalised experiences are increasingly shaped by consumer brands rather than educational institutions.
The session will examine changing patterns in student discovery, application and retention, including the challenges of enrolment melt, the growing influence of families in decision-making, and the rise of consumer-grade expectations for relevance and service. Through practical examples and sector evidence, attendees will consider how institutions can move beyond transactional communications to create connected, trusted, lifelong relationships with students and alumni.
Key Takeaways
- Global trends shaping prospective student engagement and retention.
- Differences in behaviour across domestic, international, postgraduate and alumni audiences.
- How consumer expectations are redefining the higher education experience.
- What it means for students to feel "known, not processed" in an increasingly digital environment.
