Universities to target mothers in student recruitment push

Universities are to market themselves directly to students' mothers following a surge in the number of pushy parents intervening in the higher education admissions process, writes Graeme Paton for The Telegraph.

Admissions tutors have told how many parents are now accompanying children on university open days, writing their application form and even fighting appeals on their behalf if they are rejected. David Palfreyman, director of the Oxford Centre for Higher Education Policy Studies, said that universities were increasingly “wise to the fact” that parents are often the key to recruiting students.

In a move designed to capitalise on the development, the social networking website The Student Room has now teamed up with the parenting website Mumsnet to enable universities to aim marketing directly at children and parents alike.
Fully report on The Telegraph site