Changing expectations: Selling the value of a degree to a new generation

This paper explores the factors affecting the current perceptions of the value of a degree among traditional undergraduate students in the UK. Against a backdrop of financial pressures, government scrutiny and shifting societal expectations, the paper explores whether universities are sufficiently transparent about the experiences they offer and the outcomes they promise. Issues addressed include the impact of rising costs and student debt, the increasing need for students to work alongside studying, and the influence of parents and teachers in the university decision-making process. The paper highlights the challenges universities face in adapting to rapid changes in the market, maintaining relevance and managing student expectations to prevent buyer’s remorse. Alongside sector examples, the paper poses questions for practitioners to consider in the context of their own institution and circumstances. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.