Learn How Tealium Can Help Australian Universities Navigate International Student Changes

Many Australian universities are facing significant challenges due to recent caps on international student enrolments. These restrictions, intended to maintain quality education and manage student populations, have forced universities to rethink their strategies for student recruitment, engagement, and retention. In this context, data-driven solutions like Tealium’s Customer Data Platform (CDP) can offer crucial support. Here’s how Tealium’s CDP can help Australian universities tackle these challenges effectively.

Current Challenges for Australian Universities

In September 2024, it was revealed that the Australian government would be imposing caps on the number of international students that universities could enrol. These caps affect 15 major universities and have significant financial and operational implications. Traditionally, international students have been a substantial source of revenue for Australian universities, and any reduction in their numbers can strain budgets and disrupt growth plans.

With the new restrictions, universities need to:

1. Diversify student recruitment strategies to offset revenue losses.
2. Improve student experience to retain existing students and attract new applicants.
3. Optimise operational efficiencies to manage resources more effectively.
4. Leverage data insights to make informed decisions on student engagement and marketing.

For some universities the number of international students has actually increased but these uni’s will need to act quickly and consider these above points in order to stay competitive and take advantage of the increased cap.

The Role of Tealium’s CDP in Addressing These Challenges

Tealium’s CDP can be a game-changer for universities by providing a centralised platform to unify and manage student data, enabling a more holistic approach to recruitment, engagement, and operational efficiency. Here’s how:

1. Enhanced Student Recruitment and Marketing

With caps on international students, universities must be strategic in attracting the right candidates who will not only enrol but also complete their studies and contribute to campus diversity. Tealium’s CDP allows universities to collect and unify data from multiple sources, such as website interactions, social media, email campaigns, and virtual events.

By consolidating this information, universities can:

• Create more personalised marketing campaigns that resonate with potential students from diverse backgrounds.
• Identify high-value prospects who are more likely to enrol and succeed.
• Utilise behavioural data to understand which marketing channels and messages are most effective, enabling precise allocation of marketing budgets.

2. Improved Student Experience and Engagement

A critical way to mitigate the impact of student caps is to ensure that current students have a positive experience, encouraging them to continue their studies and act as brand ambassadors. Tealium’s CDP can provide a 360-degree view of each student, capturing data across their academic journey—admissions, orientation, academic advising, extracurricular activities, and more.

With this comprehensive data, universities can:

• Identify at-risk students early on and offer targeted support services, improving retention rates.
• Develop personalised student experiences that cater to individual preferences and needs, enhancing overall satisfaction.
• Segment students based on behaviour and interests to tailor communication and engagement efforts, making them feel more connected to the university.

3. Operational Efficiency through Data Integration

The ability to adapt quickly to changes, such as new student caps, requires streamlined operations. Tealium’s CDP integrates data from various platforms and tools, breaking down data silos and enabling smoother operations across departments.

For universities, this can mean:

• Better resource planning, such as optimising class sizes, faculty allocation, and campus services based on real-time student data.
• Streamlined processes for admissions, marketing, and student services by automating workflows and reducing manual data handling.
• Real-time reporting and analytics to provide administrators with up-to-date insights, helping them make more informed decisions.

4. Data Privacy and Compliance

Universities handle vast amounts of sensitive data, and ensuring its security is essential. Tealium’s CDP emphasises data privacy and compliance, which is especially crucial given the international nature of student data. It allows universities to manage consent preferences, ensuring that all marketing and engagement activities comply with relevant privacy regulations, such as the Australian Privacy Act and the GDPR for European students.

5. Diversifying Revenue Streams

Given the financial hit from the reduction in international student enrolments, universities need to look for alternative revenue sources. Tealium’s CDP can support these efforts by providing insights into potential new programmes or courses that could attract domestic students or international students in untapped markets.

For example:

• Short courses and online programmes: Data insights can help universities understand the demand for specific subjects, enabling them to develop courses that meet market needs.
• Corporate partnerships and training programmes: Understanding the interests and backgrounds of students can help universities create programmes that appeal to industry partners, offering additional revenue streams.

Conclusion

The change in the  international student cap presents a challenge or opportunity for Australian universities, but it also opens the door for innovation and smarter use of technology. Tealium’s CDP empowers universities to unify their data, enabling them to be more strategic, efficient, and student-focused. By leveraging a CDP, universities can enhance recruitment, improve the student experience, streamline operations, and diversify revenue streams—ultimately building a more resilient and sustainable future.

In a rapidly changing educational landscape, data is a university’s most valuable asset. Tealium’s CDP ensures that this data is not just collected but used effectively, allowing institutions to navigate current challenges and seize new opportunities.

Tealium collaborates with numerous universities to navigate change and transform challenges into opportunities. To learn more about how we can assist your organisation, please reach out to us here.