New IDP Education partnership aims to place Aston University as one of UK’s leading international recruiters

We are delighted to announce a new innovation partnership with Aston University based on the vision of placing the University as one of the UK’s leading institutions for international recruitment. Utilising IDP’s capabilities in data, consultancy, marketing, and in-country activities, we will support Aston University as they strive to significantly grow their international cohort and market share.

Professor Aleks Subic, Vice-Chancellor and Chief Executive of Aston University, said: “I am delighted that we have established a strategic partnership between Aston University and IDP. IDP is an important stakeholder and key enabler of internationalisation for universities in the UK. Our partnership actively supports Aston University’s 2030 strategy in extending our reach and impact on a global scale. We look forward to working with IDP in partnership to bring our global student recruitment to the next level within a dynamic global environment.”

The partnership came about after several months of discussions led by Professor Subic and Simon Emmett, CEO of IDP Connect.

A key focus of the partnership is to promote growth in markets such as India. Piyush Kumar, IDP Regional Director for South Asia, said: “We’re thrilled to be partnering with Aston University and believe that the Aston University offer, particularly its focus on employability, will be popular among prospective Indian students. We are looking forward to promoting the university’s current and new innovative offerings through our various in-country channels, including schools and college outreach.”

Aston University remains an IDP Core partner, but the new partnership will ensure the following supplemented support:  

• Consultancy into data insights: IDP’s IQ Consultancy team will help Aston University gain a better understanding of its international competitive market position in relation to other institutions to enable interventions where needed. It will also include competitor benchmarking, as well as qualitative and quantitative research based on insights on Aston University’s market position from our global network of student counsellors.  

• Managed Services: IDP will deliver full-funnel marketing campaigns on behalf of Aston University in India, Pakistan, Indonesia and Vietnam. Delivered by IDP’s Performance Marketing Team and Client Success Team, these campaigns will promote Aston University across undergraduate and postgraduate study levels targeting five subject areas. 

• Enhanced in-market support: IDP’s counsellor and support teams in key markets will provide additional support marketing Aston University and providing actionable regional insights. 

• Innovation partnership: IDP and Aston University will continue to collaborate on product and services innovations across multiple areas. Previously, Aston University was an early adopter of IDP’s FastLane service, particularly supported by Matthew Dean, Aston University’s Executive Director, International, who helped develop the service to meet the needs of our partners.  Looking ahead, Charlotte Renwick, Aston University’s Director of Marketing, Communications and Student Recruitment and a member of IDP Connect’s UK Home Advisory Panel, will have the opportunity to be involved in our domestic product and policy innovations. Likewise, Professor Subic will be working with IDP Connect on joint product co-creation for services, such as FastLane, and will be joining IDP Connect’s UK Strategic Advisory Board.  

Other key stakeholders who have been involved in shaping this partnership include Mike Caine, Aston University’s Pro-Vice-Chancellor (Engagement and Innovation), Leo Cutting, IDP Connect Client Director for Aston University, and Dami Owosekun, IDP Connect Client Success Manager for Aston University.

We believe that the University is well-placed to attract significantly more international students due to several factors, including its Business School being ranked 66th in the world and top 10 in the UK for business and management studies (QS World University Rankings by Subject 2024). Aston University also integrates employability into its curriculum as a core component of its postgraduate programmes and offers accommodation guarantees for both undergraduate and postgraduate students (subject to conditions).

If you would like to explore partnership options for your institutions, please get in touch with us or speak to your client director.