Know Your Rivals: A Six-Point Guide to Competitive Positioning in Global Higher Education
In the global race for international students, knowing your market is not enough. You must know your competitors, too. While many universities still compare themselves to the usual suspects—by location or mission group—savvier institutions are digging deeper, using comparative intelligence to sharpen recruitment strategy.
Our research teams, working across the UK, US, and Australia, use robust international enrolment data to map out real-time competitor positioning. The result: a more precise understanding of where students are going, why, and how institutions can adapt. Here are six tips for making sense of the competitive landscape.
- Start with What Matters
Begin by identifying the metrics that drive international enrolment. Think rankings (institutional and subject-level), selectivity, programme mix, visa access, student outcomes, and the total cost of study. These shape not just perception, but conversion. - Think by Discipline, Not Just by Brand
Some institutions punch above their weight in particular subject areas. Build your comparisons accordingly. A lesser-known university may dominate a niche field, outcompeting bigger names when it comes to employability or industry partnerships. - Rethink Your Peer Set
Don’t default to Russell Group or G8 peers. Consider international comparators based on program focus, student origin markets, or pricing strategy. A university in Sydney may find its fiercest rival isn’t in Melbourne—but in Vancouver, Singapore or Boston. - Time Your Comparisons
Trends emerge over time. Benchmarking enrolment data over three to five years reveals more than a snapshot can. The pandemic years introduced volatility—so contextualising performance matters. - Disaggregate the Numbers
Headline figures can obscure what’s really happening. Analyse nationality mix, growth rates, and regional dependencies. A surge in one market may be masking declines in others. - Tell the Story, Not Just the Stats
The tools—Power BI, Tableau, Excel—are powerful. But insight can get lost in the weeds of over-designed dashboards. Step back, find the narrative the data is telling, and distil it into actionable strategy. For inspiration, look no further than The Economist’s own Graphic Detail.
Connect with our team to build your own competitor benchmark.