The Cover
What students want
A university education is a major investment for students and choosing the right one can feel overwhelming. What are the things that truly matter to students when they’re looking for the perfect match?
By Afifah Darke
“A lot of technology can be effective, but not a lot of technology can be implemented effectively."
"I do not want to be much of a burden to [my parents]… I would love to gain a scholarship or seek financial support."
“I wanted to find the university with a reputation of global excellence."
When Harrison Chong graduated from high school, one of his top priorities in choosing a university was a vibrant campus culture.
The 22-year-old Singaporean was used to learning in an environment which revolved around rote memorisation and passive learning, and he was determined to try a different educational experience. “The intangibles, which you can’t really measure, is something very important to me,” he says in an interview with QS Insights Magazine. “University is not just learning the academics… it’s also learning things outside of what they can’t teach in the classroom.”
Now a freshman at the University of Pennsylvania (UPenn) in the US, Chong believes that he made the right decision. “I wanted a school that has good school pride, where people are close-knit. Not every school has that feeling of interconnectedness as UPenn does.”
Like Chong, many students today are prioritising factors beyond academics when choosing a university – social networking opportunities, flexible learning options and financial support are among the many requirements students need.
That said, Chong still values a strong academic foundation and the global standing of the university. “[One of the main reasons] I came to Penn was also because of the brand name,” he admits. UPenn, an Ivy League university, is among the top 15 schools ranked in the QS World University Rankings with a score of 96.4 on academic reputation.
While Chong’s priorities reflect a growing trend among students seeking a holistic university experience, a closer look reveals some surprising familiarity in what students want. Even as the educational and social landscape transforms with technological advancements, the core student desires for a high-quality education, a respected institution and strong career prospects remain constant.
Human connections – for work, study or play - are more valuable than ever
The lingering effects of the COVID-19 pandemic have amplified students’ desire for meaningful interactions, particularly in the classroom setting. In recent years, research has shown that online classes, the main mode of learning during the pandemic, were perceived as ineffective and uninspiring. According to a 2022 study, multiple students reported that “I don’t learn as well in online settings. I like an in-person teaching method better”.
Andrew Patterson, Deputy Dean of the University of Auckland Business School, observes this shift. “What I've noticed over the years is that students, they really are looking for educators who are obviously knowledgeable, but perhaps most importantly, approachable.
“There’s big shifts in terms of the traditional model of where students turn up and listen to a lecturer and are not really engaged.” says Patterson, who is also a Professional Teaching Fellow. “Now, we work really hard to make [students into] active learners.
“[This] resonates with the students because they're in the online or physical classroom and they're actively engaging with one another and with the educators, and the educators are more of a partner.”
The craving for human connection extends beyond the classroom wall. Students seek a supportive and vibrant campus environment that fosters their interests and personal growth. Harsha Ravindran, a third-year student at UPenn, says she only realised the value of being in a university “that’s willing to listen and be receptive” after experiencing it for herself, three years into her university course. “I did not even think about [social connections] when I was applying, but I definitely see that’s so importantly now.”
Chong feels the same way about Club Singapore at UPenn, a community for students who identify Singapore as home. “I find myself relying a lot on them for [the feeling of] comfort of home,” he says.
A vibrant campus environment isn't just for social gatherings, but also a breeding ground for valuable networking opportunities. In the 2023 QS International Student Survey, 51 percent of prospective students said it was important for the course they choose to “lead to my chosen career”.
The focus on career-oriented education resonates with Sharma Dayine, an 18-year-old Malaysian student who has just completed her Sijil Pelajaran Malaysia (Malaysian Education Certificate) and is considering her tertiary education option.
As she embarks on her university search, one key factor remains paramount: ensuring her future university course equips her with the relevant tools needed to thrive in the working world. She tells QS Insights Magazine that she looks forward to work attachment opportunities in her future university and being able to experience how companies operate. “Internships are a good way of learning and applying your skills that you've already learned theoretically and applying it practically,” she says.
With layoffs plaguing companies across industries and internship opportunities seemingly dwindling, according to a 2023 Forbes article, it’s no wonder prospective students like Dayine are concerned about securing work experience. The prevalence of remote work has also made the job market more competitive than before, where firms can hire students from across the country or outside the region, for a lower cost.
Meanwhile Chong, who currently studies mechanical engineering, believes the skills he acquires outside of the course, as well as the resources made available by the university, have been critical to helping his ed-tech startup grow. “The resources I got from UPenn was what helped [the start-up] grow exponentially,” he says.
Prior to applying for UPenn, Chong says from his research, he knew that the school provided several grants as well as funding opportunities for entrepreneurs, which was an incentivefor him. “I am tapping on those resources for my startup”, says Chong, who has been able to network with like-minded business owners and introduce his company to a more global market.
Money matters and flexibility too
With three older brothers also currently studying, for Dayine, the financial support provided by universities are a focal factor for her decision-making. “I do not want to be much of a burden to [my parents]… I would love to gain a scholarship or seek financial support,” she says. But the process of finding this type of information isn’t always easy, she adds.
Complications in scholarship processes, as well as lack of awareness and information about financial aid options can pose significant barriers to college application, as studies have shown. Financial barriers also pose a significant challenge, and 51 percent of prospective students say that it is important for them to choose a course that has affordable tuition fee options such as payment plans, according to the 2023 QS International Student Survey.
This is where universities can step in. By offering clear information and streamlined financial aid processes, universities can ensure prospective students like Dayine, can access not just a quality education, but also the resources needed to thrive and build their networks.
Keeping in mind the diverse needs of today’s student body, universities are also recognising the value of flexible learning options. Flexibility was Ravindran’s top priority when she was on the hunt for a university. “[I wanted] something that would give me the time to pursue my other interests, but at the same time still get that education and be able to tailor it according to what I was doing in my entrepreneurial career,” says Ravindran, who is co-founder of Ascendance, an organisation which aims to help students get real-world experiences in careers they are passionate about.
Currently, Ravindran is enrolled in a 5-year programme at the College of Liberal & Professional Studies, where the course offers the flexibility of her working full time and studying at a slower pace. “Our program's hybrid model allows you to explore the theory and practice of positive psychology without relocating to Philadelphia, so you can continue working full-time,” reads the description of the Applied Positive Pscyhology course on its official website. It adds that students are also only required to make 10 on-site visits to UPenn.
According to a 2023 McKinsey survey, almost 65 percent of students say they want aspects of their learning experience to remain virtual, as they “appreciate the flexibility and convenience”. At the same time, many are reluctant to enrol in fully online programs as they have been unsatisfied with their own experiences previously.
While it should be noted that flexibility for students encompasses more than just online learning, it is useful to highlight that there is a demand for institutions to better design and implement strategies to ensure that their online programmes are able to deliver better experiences and outcomes for students.
Global education with top ranking and branding
“Quality education, high rankings, good vibrant culture and a strong reputation - these are all things that universities compete on and are known for,” says Patterson. “At that level, I don’t suspect if [student demands] have changed so much.”
This seems to ring true for both Chong and Ravindran, who, despite listing many non-academic needs in their university experience, agree that institution branding and ranking was also important in their decision-making process. “I wanted to find the university with a reputation of global excellence,” says Ravindran, adding that she researched on the rankings of institutions as well. “It did help me figure out with which universities I wanted to shortlist.”
For many students, university rankings serve as a compass in navigating the vast landscape of higher education. They provide an initial framework for further exploration, helping to shortlist potential study destinations. Rankings also offer a powerful "narrowing down" tool, where the clear categorisation and streamlined search results makes it easier for prospective students to identify universities that align with their aspirations.
Are universities listening to what students want?
While it is tempting to paint the desires of students with a broad brush, it is also critical to acknowledge that within a student body, there are many different and individual priorities based on age and background, among other many factors.
To provide just one example, Patterson points out that older, working professional learners are driven by “wanting to engage with knowledge and with new materials”. He adds: “It's probably a bit of a transactional motivation as well, in terms of hopefully increasing their promotion prospects, or in some cases, pivoting to other careers.”
Undergraduate students, on the other hand, who are still recovering from the COVID-19 era, have different priorities and need a lot more support from the university, Patterson says. “I think there's a greater need for them to have the opportunities to connect socially with one another.” Institutions need to put in a lot of resources and time to ensure that this group of students feel comfortable and can adapt to a new environment, he adds.
While student priorities may evolve and differ slightly with each generation, especially with the introduction and disruption of more and more advanced technology, the fundamental desire for a quality education, a supportive environment and a well-ranked institution remains constant.
The way in which people interact with each other has been a major influence in how universities respond and provide to student needs. Technology has introduced an “instantaneous culture”, says Patterson, which makes it easier for students and teachers to have personalised responses and feedback. The constant and instant communication can lead to students’ demands being heard clearer than ever before.
Universities that can successfully navigate this changing landscape by offering a well-rounded experience that prioritises both academic excellence and student well-being will likely continue to successfully attract students in the years to come.