There are many different factors feeding into students’ university experience but one undeniable, universal and significant factor is the location of the university itself. More specifically, it is the city that the university is located in or next to. This is especially true for city-based universities that are not able to create the campus ‘bubble’.
Through our research with current and prospective students across the globe, they tell us time and time again that the location of their future institution is really important to them. It brings with it the environment, personal and professional opportunities, local culture and much more. In fact, for many, cultural interest and lifestyle associated with the location of the university is the number one reason they select that university.
As can be seen from the chart below, intentional students from all over the world mentioned location (highlighted in green) in their top five priorities when selecting an institution for a master’s degree: