In recent years there’s been a dramatic increase in the number of competitors in the education market. As a result, education institutions experience increasing pressure to stand out in the minds of customers. It’s clear that educational institutions must do more to compete in the market – but how?
To compete in the market, education institutes need to understand the movements and trends affecting the education industry.
Personalised education is an important movement taking place in the sector.
Personalisation acknowledges that students process information differently. Personalised education embraces this fact. As a result, the method of learning is adapted to the needs of each student, allowing them to work at their own pace.
So, what does the move towards personalisation mean for education marketing?
In essence, education marketers need to re-evaluate the way they interact with customers. As we’ll discuss, students place more emphasis on individuality, self-cultivation and self-development. This is will fundamentally change the kind of messages that need to be used in education marketing.
We have broken the broad personalisation movement into three trends: globalised classrooms, self-awareness and collaboration. Keep reading to learn more about each component, and what they mean for education marketing.
1. The Global Classroom
Thanks to technology, today’s classrooms are no longer limited to a physical environment. Students can now move beyond the constraints of a classroom to interact with students around the world. Virtual field trips, global collaborative projects, and international student blogs are just three examples of a new globalised approach to learning.
How does this impact education marketing?
On one hand, globalisation means that there are many more competitors, because consumers are not restricted to local study. On the other hand, education institutes today have the opportunity to reach new overseas markets.
Keep in mind that global classrooms are also a significant selling point for local students and their parents, because they provide students with new experiences in a convenient and cost-effective way.
Take onboard the wide benefits of global classrooms by implementing the trend in your own education marketing. Webinars are a great marketing tool that can expand your reach across the globe. Consider hosting a free, global webinar to stretch your education marketing efforts beyond Australia to tap into new markets. The global classroom trend, and the broader infusion of culture and technology, is growing in popularity, so don’t hesitate to jump on the bandwagon.
2. Know Thy Self
Today, concepts such as individualism and self-actualisation are considered an important part of education by students, educators and parents. For example, some schools are teaching students self-regulation by using the zones of regulation model. Based around four colour-coded emotional states, this model provides students with strategies to recognise and control their sensory needs.
Interactive Modelling is another model reflecting this trend of self-development. Instead of a teacher simply telling them how to behave, this model encourages students to observe, comment on and perform a positive modelled behaviour. This approach sees a higher level of engagement, analysis and critical thinking – vital skills in a future world driven by AI and data.
As shown by the above models, this trend marks a dramatically different way of approaching learning. Now more than ever, emphasis is placed on self-cultivation and personal growth. It is important for marketers to recognise this shift and adjust their message accordingly.
Now more than ever, consumers want to feel special and unique. As a result, traditional marketing approaches and messaging may not be as relevant. Instead, opt for a co-design method where the target market are involved in the design process.
Market research is a great tool for understanding your customers as individuals, as well as your organisation’s positioning in the market. For inspiration, read about our past work involving a comprehensive market evaluation for a well-known Australian education provider.
3. Collaboration, not dictation
The move towards collaboration is another big trend in education. As touched upon in the above section, educators are beginning to incorporate more and more student feedback into lesson design. This is based on the idea that when students get more out of learning when they are involved in the design process.
Likewise, when it comes to your customers, don’t assume you know what’s best for them. Instead, work with consumers to understand their true needs, wants and desires. This is known as co-design approach, a method which involves collaborating with stakeholders to make important decisions about aspects of your brand and product offerings. This ‘bottom up’ approach allows you to learn from the people who are experiencing the educational products and services. For help with implementing co-design, reach out to an agency such as Juntos Marketing for help with research and co-design facilitation.
Bringing it Together
The education sector is moving towards an exciting new approach: personalised learning. We broke this movement into three trends: global classrooms, self-development and collaboration. The education marketing sector needs to embrace these changes and adapt their messages, placing more emphasis on individuality, self-cultivation and personal growth.
Students are not the only ones who can benefit from these exciting new education trends. They also provide educators and education marketing professionals with fresh possibilities for reaching consumers.