In the growing conversation around AI in education, speed and efficiency often take center stage, but that focus can tempt busy educators to use what’s fast rather than what’s best. To truly serve teachers–and above all, students–AI must be built with intention and clear constraints that prioritize instructional quality, ensuring efficiency never comes at the expense of what learners need most.
AI doesn’t inherently understand fairness, instructional nuance, or educational standards. It mirrors its training and guidance, usually as a capable generalist rather than a specialist. Without deliberate design, AI can produce content that’s misaligned or confusing. In education, fairness means an assessment measures only the intended skill and does so comparably for students from different backgrounds, languages, and abilities–without hidden barriers unrelated to what’s being assessed. Effective AI systems in schools need embedded controls to avoid construct‑irrelevant content: elements that distract from what’s actually being measured.
For example, a math question shouldn’t hinge on dense prose, niche sports knowledge, or culturally-specific idioms unless those are part of the goal; visuals shouldn’t rely on low-contrast colors that are hard to see; audio shouldn’t assume a single accent; and timing shouldn’t penalize students if speed isn’t the construct.
To improve fairness and accuracy in assessments:
Avoid construct-irrelevant content: Ensure test questions focus only on the skills and knowledge being assessed.
Use AI tools with built-in fairness controls: Generic AI models may not inherently understand fairness; choose tools designed specifically for educational contexts.
Train AI on expert-authored content: AI is only as fair and accurate as the data and expertise it’s trained on. Use models built with input from experienced educators and psychometricians.
These subtleties matter. General-purpose AI tools, left untuned, often miss them.
The risk of relying on convenience
Educators face immense time pressures. It’s tempting to use AI to quickly generate assessments or learning materials. But speed can obscure deeper issues. A question might look fine on the surface but fail to meet cognitive complexity standards or align with curriculum goals. These aren’t always easy problems to spot, but they can impact student learning.
To choose the right AI tools:
Select domain-specific AI over general models: Tools tailored for education are more likely to produce pedagogically-sound and standards-aligned content that empowers students to succeed. In a 2024 University of Pennsylvania study, students using a customized AI tutor scored 127 percent higher on practice problems than those without.
Be cautious with out-of-the-box AI: Without expertise, educators may struggle to critique or validate AI-generated content, risking poor-quality assessments.
Understand the limitations of general AI: While capable of generating content, general models may lack depth in educational theory and assessment design.
General AI tools can get you 60 percent of the way there. But that last 40 percent is the part that ensures quality, fairness, and educational value. This requires expertise to get right. That’s where structured, guided AI becomes essential.
Building AI that thinks like an educator
Developing AI for education requires close collaboration with psychometricians and subject matter experts to shape how the system behaves. This helps ensure it produces content that’s not just technically correct, but pedagogically sound.
To ensure quality in AI-generated content:
Involve experts in the development process: Psychometricians and educators should review AI outputs to ensure alignment with learning goals and standards.
Use manual review cycles: Unlike benchmark-driven models, educational AI requires human evaluation to validate quality and relevance.
Focus on cognitive complexity: Design assessments with varied difficulty levels and ensure they measure intended constructs.
This process is iterative and manual. It’s grounded in real-world educational standards, not just benchmark scores.
Personalization needs structure
AI’s ability to personalize learning is promising. But without structure, personalization can lead students off track. AI might guide learners toward content that’s irrelevant or misaligned with their goals. That’s why personalization must be paired with oversight and intentional design.
To harness personalization responsibly:
Let experts set goals and guardrails: Define standards, scope and sequence, and success criteria; AI adapts within those boundaries.
Use AI for diagnostics and drafting, not decisions: Have it flag gaps, suggest resources, and generate practice, while educators curate and approve.
Preserve curricular coherence: Keep prerequisites, spacing, and transfer in view so learners don’t drift into content that’s engaging but misaligned.
Support educator literacy in AI: Professional development is key to helping teachers use AI effectively and responsibly.
It’s not enough to adapt–the adaptation must be meaningful and educationally coherent.
AI can accelerate content creation and internal workflows. But speed alone isn’t a virtue. Without scrutiny, fast outputs can compromise quality.
To maintain efficiency and innovation:
Use AI to streamline internal processes: Beyond student-facing tools, AI can help educators and institutions build resources faster and more efficiently.
Maintain high standards despite automation: Even as AI accelerates content creation, human oversight is essential to uphold educational quality.
Responsible use of AI requires processes that ensure every AI-generated item is part of a system designed to uphold educational integrity.
An effective approach to AI in education is driven by concern–not fear, but responsibility. Educators are doing their best under challenging conditions, and the goal should be building AI tools that support their work.
When frameworks and safeguards are built-in, what reaches students is more likely to be accurate, fair, and aligned with learning goals.
In education, trust is foundational. And trust in AI starts with thoughtful design, expert oversight, and a deep respect for the work educators do every day.
Nick Koprowicz, Prometric
Nick Koprowicz is an applied AI scientist at Prometric, a global leader in credentialing and skills development.
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In my classroom, students increasingly ask for relevant content. Students want to know how what they are learning in school relates to the world beyond the classroom. They want to be engaged in their learning.
In fact, the 2025-2026 Education Insights Report vividly proves that students need and want engaging learning experiences. And it’s not just students who see engagement as important. Engagement is broadly recognized as a key driver of learning and success, with 93 percent of educators agreeing that student engagement is a critical metric for understanding overall achievement. What is more, 99 percent of superintendents believe student engagement is one of the top predictors of success at school.
Creating highly engaging lesson plans that will immerse today’s tech-savvy students in learning can be a challenge, but here are two easy-to-find resources that I can turn to turbo-charge the engagement quotient of my lessons:
Virtual field trips Virtual field trips empower educators to introduce students to amazing places, new people and ideas, and remarkable experiences–without ever leaving the classroom. There are so many virtual field trips out there, but I always love the ones that Discovery Education creates with partners.
I also love the virtual tours of the Smithsonian National Museum of Natural History. Together as a class or individually, students can dive into self-guided, room-by-room tours of several exhibits and areas within the museum from a desktop or smart device. This virtual field trip does include special collections and research areas, like ancient Egypt or the deep ocean. This makes it fun and easy for teachers like me to pick and choose which tour is most relevant to a lesson.
Immersive learning resources Immersive learning content offers another way to take students to new places and connect the wider world, and universe, to the classroom. Immersive learning can be easily woven into the curriculum to enhance and provide context.
One immersive learning solution I really like is TimePod Adventures from Verizon. It features free time-traveling episodes designed to engage students in places like Mars and prehistoric Earth. Now accessible directly through a web browser on a laptop, Chromebook, or mobile device, students need only internet access and audio output to begin the journey. Guided by an AI-powered assistant and featuring grade-band specific lesson plans, these missions across time and space encourage students to take control, explore incredible environments, and solve complex challenges.
Immersive learning content can be overwhelming at first, but professional development resources are available to help educators build confidence while earning microcredentials. These resources let educators quickly dive into new and innovative techniques and teaching strategies that help increase student engagement.
Taken together, engaging learning opportunities are ones that show students how classrooms learnings directly connect to their real lives. With resources like virtual field trips and immersive learning content, students can dive into school topics in ways that are fun, fresh, and sometimes otherworldly.
Leia J. DePalo, Northport-East Northport Union Free School District
Leia J. (LJ) DePalo is an Elementary STEM and Future Forward Teacher (FFT) in the Northport-East Northport School District with over 20 years of experience in education. LJ holds a Master of Science in Literacy and permanent New York State teaching certifications in Elementary Education, Speech, and Computer Science. A dedicated innovator, she collaborates with teachers to design technology-infused lessons, leads professional development, and choreographs award-winning school musicals. In recognition of her creativity and impact, DePalo was named a 2025 Innovator Grant recipient.
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When our leadership team at Firthmoor Primary met with an OPAL (Outdoor Play and Learning) representative, one message came through clearly: “Play isn’t a break from learning, it is learning.”
As she flipped through slides, we saw examples from other schools where playgrounds were transformed into hubs of creativity. There were “play stations” where children could build, imagine, and collaborate. One that stood out for me was the simple addition of a music station, where children could dance to songs during break time, turning recess into an outlet for joy, self-expression, and community.
The OPAL program is not about giving children “more time off.” It’s about making play purposeful, inclusive, and developmental. At Firthmoor, our head teacher has made OPAL part of the long-term school plan, ensuring that playtime builds creativity, resilience, and social skills just as much as lessons in the classroom.
After seeing these OPAL examples, I couldn’t help but think about how different this vision is from what dominates the conversation in so many schools: technology. While OPAL emphasizes unstructured play, movement, and creativity, most education systems, both in the UK and abroad, are under pressure to adopt more edtech. The argument is that early access to screens helps children personalize their learning, build digital fluency, and prepare for a future where tech skills are essential.
But what happens when those two philosophies collide?
On one side, programs like OPAL remind us that children need hands-on experiences, imagination, and social connection–skills that can’t be replaced by a tablet. On the other, schools around the world are racing to keep pace with the digital age.
Even in Silicon Valley, where tech innovation is born, schools like the Waldorf School of the Peninsula have chosen to go screen-free in early years. Their reasoning echoes OPAL’s ethos: Creativity and deep human interaction lay stronger cognitive and emotional foundations than any app can provide.
Research supports this caution. The Royal College of Paediatrics and Child Health advises parents and schools to carefully balance screen use with physical activity, sleep, and family interaction. And in 2023, UNESCO warned that “not all edtech improves learning outcomes, and some displace play and social interaction.” Similarly, the OECD’s 2021 report found that heavy screen use among 10-year-olds correlated with lower well-being scores, highlighting the risks of relying too heavily on devices in the early years.
As a governor, I see both sides: the enthusiasm for digital tools that promise engagement and efficiency, and the concern for children’s well-being and readiness for lifelong learning. OPAL has made me think about what kind of foundations we want to lay before layering on technology.
So where does this leave us? For me, the OPAL initiative at Firthmoor is a powerful reminder that education doesn’t have to be an either/or choice between tech and tradition. The real challenge is balance.
This raises important questions for all of us in education:
When is the right time to introduce technology?
How do we balance digital fluency with the need for deep, human-centered learning?
Where do we draw the line between screens and play, and who gets to decide?
This is a conversation not just for educators, but for parents, policymakers, and communities. How do we want the next generation to learn, play, and thrive?
Nesren El-Baz, ESL Educator
Nesren El-Baz is an ESL educator with over 20 years of experience, and is a certified bilingual teacher with a Master’s in Curriculum and Instruction. El-Baz is currently based in the UK, holds a Masters degree in Curriculum and Instruction from Houston Christian University, and specializes in developing in innovative strategies for English Learners and Bilingual education.
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Today’s school IT teams juggle endless demands–secure systems, manageable devices, and tight budgets–all while supporting teachers who need tech that just works.
That’s where interactive displays come in. Modern, OS-agnostic solutions like Promethean’s ActivPanel 10 Premium simplify IT management, integrate seamlessly with existing systems, and cut down on maintenance headaches. For schools, that means fewer compatibility issues, stronger security, and happier teachers.
But these tools do more than make IT’s job easier–they transform teaching and learning. Touch-enabled collaboration, instant feedback, and multimedia integration turn passive lessons into dynamic, inclusive experiences that keep students engaged and help teachers do their best work.
Built to last, interactive displays also support long-term sustainability goals and digital fluency–skills that carry from classroom to career.
Download the full report and see how interactive solutions can help your district simplify IT, elevate instruction, and create future-ready classrooms.
Laura Ascione is the Editorial Director at eSchool Media. She is a graduate of the University of Maryland’s prestigious Philip Merrill College of Journalism.
By now, the 2025-2026 school year is well underway. The glow of new beginnings has faded, and the process of learning has begun in earnest. No doubt there is plenty to do, but I recommend that educators take a moment and check in on their teaching toolkit.
The tools of our trade are always evolving, and if our students are going to get the most out of their time in class, it’s important for us to familiarize ourselves with the newest resources for sparking curiosity, creativity, and critical thinking. This includes the latest AI programs that are making their way into the classroom.
Here are five AI tech tools that I believe are essential for back-to-school success:
ChatGPT: ChatGPT has quickly become the all-in-one tool for generating anything and everything. Many educators are (rightly) concerned about ChatGPT’s potential for student cheating, but this AI can also serve as a built-in assistant for creating welcome letters, student-friendly syllabi, and other common documents for the classroom. If it’s used responsibly, ChatGPT can assist teachers by cutting out the busy work involved when planning and implementing lessons.
ClassroomScreen: ClassroomScreen functions as a modern-day chalkboard. This useful tool lets teachers project a variety of information on screen while simultaneously performing classroom tasks. Teachers can take straw polls, share inspiring quotes, detail the morning schedule, and even monitor volume without opening a single tab. It’s a simple, multipurpose tool for classroom coordination.
SchoolAI: SchoolAI is a resource generator that provides safe, teacher-guided interactions between students and AI. With AI becoming increasingly common, it’s vital that students are taught how to use it safely, effectively, and responsibly. SchoolAI can help with this task by cultivating student curiosity and critical thinking without doing the work for them. Best of all, teachers remain at the helm the entire time, ensuring an additional layer of instruction and protection.
Snorkl: Snorkl is a feedback tool, providing students with instant feedback on their responses. This AI program allows students to record their thinking process on a digital whiteboard using a variety of customizable tools. With Snorkl, a teacher could send students a question with an attached image, then have them respond using audio, visual tools such as highlighting, and much more. It’s the perfect way to inject a little creativity into a lesson while making it memorable, meaningful, and fun!
Suno: Suno is unique in that it specializes in creative song generation. Looking for an engaging way to teach fractions? Upload your lesson to Suno and it can generate a catchy, educational song in the style of your favorite artist. Suno even allows users to customize lyrics so that the songs stay relevant to the lesson at hand. If you need a resource that can get students excited about learning, then Suno will be the perfect addition to your teaching toolkit!
The world of education is always changing, and today’s technology may be outdated within a matter of years. Still, the mission of educators remains the same: to equip students with the skills, determination, and growth mindset they need to thrive in an uncertain future. By integrating effective tools into the classroom, we can guide them toward a brighter tomorrow–one where inquiry and critical thinking continue to flourish, both within the classroom and beyond.
Jamie MacPherson, Van Andel Institute for Education
Jamie MacPherson is a Learning Specialist at Van Andel Institute for Education, a Michigan-based education nonprofit dedicated to creating classrooms where curiosity, creativity, and critical thinking thrive.
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Just before the excitement of conference season, your local Facebook group lost its collective mind. And it shows no sign of calming down.
Given everything else that is going on, you’d think that reinforcing the joins between key government data sources and giving more visibility to the subjects of public data would be the kind of nerdy thing that the likes of me write about.
But no. Somebody used the secret code word. ID Cards.
Who is she and what is she to you?
I’ve written before about the problems our government faces in reliably identifying people. Any entitlement– or permission– based system needs a clear and unambiguous way of assuring the state that a person is indeed who they claim they are, and have the attributes or documentation they claim to.
As a nation, we are astonishingly bad at this. Any moderately serious interaction with the state requires a parade of paperwork – your passport, driving license, birth certificate, bank statement, bank card, degree certificate, and two recent utility bills showing your name and address. Just witness the furore over voter ID – to be clear a pointless idea aimed at solving a problem that the UK has never faced – and the wild collection of things that you might be allowed to pull out of your voting day pocket that do not include a student ID.
We are not immune from this problem in higher education. I’ve been asking for years why you need to apply to a university via UCAS, and apply for funding via the Student Loans Company, via two different systems. It’s then never been clear to me why you then need to submit largely similar information to your university when you enroll.
Sun sign
Given that organs of the state have this amount of your personal information, it is then alarming that the only way it can work out what you earn after graduating is by either asking you directly (Graduate Outcomes) or by seeing if anyone with your name, domicile, and date of birth turns up in the Inland Revenue database.
That latter one – administrative matching – is illustrative of the government’s current approach to identity. If it can find enough likely matches of personal information in multiple government databases it can decide (with a high degree of confidence) that records refer to the same person.
That’s how they make LEO data. They look for National Insurance Number (NINO), forename, surname, date of birth, postcode, and sex in both HESA student records and the Department for Work and Pension’s Customer Information System (which itself links to the tax database). Keen Wonkhe readers will have spotted that NINO isn’t returned to HESA – to get this they use “fuzzy matching” with personal data from the Student Loans Company, which does. The surname thing is even wilder – they use a sound-based algorithm (SOUNDEX) to allow for flexibility on spellings.
This kind of nonsense actually has a match rate of more than 90 per cent (though this is lower for ethnically Chinese graduates because sometimes forenames and surnames can switch depending on the cultural knowledge of whoever prepared the data).
It’s impressive as a piece of data engineering. But given that all of this information was collected and stored by arms of the same government it is really quite poor.
The tale of the student ID
Another higher education example. If you were ever a student you had a student ID. It was printed on your student card, and may have turned up on various official documents too. Perhaps you imagined that every student in the UK had a student number, and that there was some kind of logic to the way that they were created, and that there was a canonical national list. You would be wrong.
Back in the day, this would have been a HESA ID, itself created from your UCAS number and your year of entry (or your year of entry, HESA provider ID, and an internal reference number if you applied directly). Until just a few years ago, the non-UCAS alternative was in use for all students – even including the use of the old HESA provider ID rather than the more commonly used UKPRN. Why the move away from UCAS – well, UCAS had changed how they did identifiers and HESA’s systems couldn’t cope.
You’re expecting me to say that things are far more sensible now, but no. They are not. HESA has finally fixed the UKPRN issue within a new student ID field (SID). This otherwise replicates the old system but with one important difference: it is not persistent.
Under the old approach, the idea was you had one student number for life – if you did an undergraduate degree at Liverpool, a masters at Manchester Met, and a PhD at Royal Holloway these were all mapped to the same ID. There was even a lookup service for new providers if the student didn’t have their old number. I probably don’t even need to tell you why this is a good idea if you are interested – in policy terms – in the paths that students within their career in higher education. These days we just administratively match if we need to. Or – as in LEO – assume that the last thing a student studied was the key to or cause of their glittering or otherwise career.
The case of the LLE
Now I hear what you might be thinking. These are pretty terrible examples, but they are just bodges – workarounds for bad decisions made in the distant past. But we have the chance to get it right in the next couple of years.
The design of the Lifelong Learning Entitlement means that the government needs tight and reliable information about who does what bit of learning in order that funds can be appropriately allocated. So you’d think that there would be a rock-solid, portable, unique learner number underpinning everything.
There is not. Instead, we appear to be standardising on the Student Loans Company customer reference number. This is supposed to be portable for life, but it doesn’t appear in any other sector datasets (the “student support number” is in HESA, but that is somehow different – you get two identifiers from SLC, lucky you). SLC also holds your NINO (you need one to get funding!), and has capacity to hold another additional number of an institution’s choice, but not (routinely) your HESA student ID or your UCAS identifier.
There’s also space to add a Unique Learner Number (ULN) but at this stage I’m too depressed to go into what a missed opportunity that is.
Why is standardising on a customer reference number not a good idea? Well, think of all the data SLC doesn’t hold but HESA does. Think about being able to refer easily back to a school career and forward into working life on various government data. Think about how it is HESA data and not SLC data that underpins LEO. Think about the palaver I have described above and ask yourself why you wouldn’t fix it when you had the opportunity.
Learning to love Big Brother
I’ll be frank, I’m not crazy about how much the government knows about me – but honestly compared to people like Google, Meta, or – yikes – X (formerly twitter) it doesn’t hugely worry me.
I’ve been a No2ID zealot in my past (any employee of those three companies could tell you that) but these days I am resigned to the fact that people need to know who I am, and I’d rather be more than 95 per cent confident that they could get it right.
I’m no fan of filling in forms, but I am a fan of streamlined and intelligent administration.
So why do we need ID cards? Simply because in proper countries we don’t need to go through stuff like this every time we want to know if a person that pays tax and a person that went to university are the same person. Because the current state of the art is a mess.
This guest blog was kindly authored by Dr Tabetha Newman, CEO and Senior Researcher at Timmus Research and Elizabeth Newall, Senior Sector Specialist at Jisc.
Transnational education (TNE) is the delivery of UK higher education qualifications in countries other than the UK, allowing students to study for a UK degree without relocating to the UK. It can take various forms, including distance learning, overseas branch campuses, joint degrees, and partnerships with local institutions.
In July, we asked a simple but pressing question in a HEPI blog: Who’s listening to the TNE student experience? With rising UK TNE student numbers and an increasingly competitive global education landscape, the quality of the TNE experience is central to the success of UK higher education abroad.
Over the past three years, Jisc has been listening. Our research has focused on better understanding the digital experience of both international students (those travelling to the UK to study), and TNE students (those who study for a UK Higher Education award overseas), along with the staff who teach them. What we’ve found challenges assumptions and highlights the complexity of delivering equitable learning experiences across digital borders.
The known challenges
In July, Jisc published its first TNE report, drawing on HESA’s most recent international and TNE student data, and describing four digital challenges to global education delivery that UK providers and sector leaders already recognise:
Connectivity and access to devices and technology.
Access to digital resources such as online platforms, software, e-books and e-journals.
Cultural differences in how digital is used to support teaching and learning.
The digital skills of students and staff.
These challenges are not new, but what’s been missing is a deeper understanding of how they present in real life, across different countries, contexts, and modes of delivery.
Listening to lived experience
This month Jisc launches its second TNE report, based on the feedback gathered in partnership with 19 UK higher education providers of over 5,000 students and staff in 51 instances of TNE in over 30 countries. Insights were gathered from all forms of teaching delivery, from fully online to classroom-based.
The report provides the sector with vital detail on lived experiences of students and staff in relation to the four known digital challenges listed above. They reveal not just the presence of digital challenges, but the nuances of how they’re experienced, and how they shape access and engagement. The feedback also identified:
Differences in connectivity and access by country and global region.
How digital is used to support teaching and learning in different learning course contexts.
Digital challenges as identified by fly-in, remote and host country staff, and what additional support and training is required
Feedback in relation to themes such as internationalising and localising curricula, assessment, and use of GenAI.
Rethinking Delivery
These insights prompt a difficult but necessary question: are global learners accessing UK TNE as intended?
The answer in many cases is no. UK qualifications retain global recognition, yet Jisc’s findings challenge us to rethink delivery: high-quality education loses impact if TNE students and staff are unable to access or engage with it as planned.
Key issues identified include:
Connectivity and availability of equipment: TNE students’ ability to study online is shaped, not just by when they want to learn, but when they can connect. Access to a reliable electricity supply; availability of free Wi-Fi; small versus large screen device use; and reliance on cellular data (at personal cost) varies significantly between countries and global areas.
Access to digital resources and learning materials: Global digital resource access is heavily influenced by publisher and software licensing restrictions, national regulations and infrastructure gaps which vary from country to country. Students frequently cite difficulties using online resources, and express frustration with time-limited access and high data costs.
Cultural differences in digital educational practice: Teaching practice differs between countries and cultures, notably in relation to expectations of independent study, feedback and collaboration. Students’ prior experience and expectations related to digital learning can vary as a result.
Digital skills and capabilities: Confidence in digital skills varies by learning mode, with online or distance learners receiving the least guidance. Unclear or conflicting guidance around the use of digital tools such as AI is identified as a concern for both students and staff.
What needs to change?
The report doesn’t just give voice to lived experiences, it provides practical recommendations for HE providers and policymakers. These are broken into topics including:
Digital resource planning with global access in mind.
Curriculum design and delivery for diverse learning contexts.
Communicating clearly with TNE students.
Staff training and support.
Digital capabilities development across all modes of delivery.
Importantly, the report responds to recent calls for greater transparency in TNE student experience data by providing a publicly accessible source of student voice – inviting the sector to engage, reflect, and act.
Sector voices
The response from sector leaders has been enthusiastic and deeply thoughtful.
Griff Ryan, Head of TNE at Universities UK International, welcomed the report, commenting:
Recent years have seen significant progress in understanding the experiences of TNE students, and this report continues that trend… With findings broken down by global region and mode of delivery, the report offers valuable guidance for universities and policymakers alike… This report is a timely and practical resource for institutions looking to strengthen their TNE offer. I’d like to thank Jisc and the 19 contributing universities for their work, and I look forward to the conversations and actions it will help to shape.
Professor Dibyesh Anand, Deputy Vice-Chancellor (Global Engagement and Employability), University of Westminster reminds us that:
Transnational education is meant to spread the benefits and cultures of internationalised education, and to an extent, ‘democratise’ it, around the world. Yet, this important report is a sobering reminder that inequities prevent a uniform experience with TNE. Therefore, universities need to be mindful about having understanding, resources, and processes to challenge inequities, provide consistency while accepting healthy differences, and encourage an inclusive education.
Professor David Carter, Dean of Teaching and Leaning at the University of Reading, and author of the November 2024 HEPI report The student experience of transnational education, highlights the importance of challenging our assumptions:
This is one of the largest and most comprehensive pieces of research into the student experience of UK transnational education. Behind the responses and the insights lies a huge variety of student and staff experience. The report brings several issues into much sharper focus. For UK providers, often the biggest challenge comes with our own assumptions. Things that we take for granted in the UK can be points of difference when it comes to TNE students. This includes everything, from how students access higher education to their attitudes to learning. A core skill for academic and professional staff who work in transnational education, therefore, is adaptability combined with respect for cultural differences. The recommendations in this report provide a useful toolkit for providers to use as they seek to expand TNE provision. It shows that there are clear gains to be made if UK providers work together to address common challenges.
What’s next?
Jisc’s TNE digital experience research is ongoing. We’ll continue working with providers to support more equitable digital learning and teaching, and we invite you to be part of that journey.
Q: What is the university’s mandate behind this role? How does it help align with and advance the university’s strategic priorities?
A: Excellence in undergraduate education is essential to how Notre Dame envisions itself fulfilling its institutional mission. The digital learning project manager will contribute directly to the educational experience of our undergraduate students, working with faculty, learning designers, a media team and other project management professionals to create cutting-edge digital offerings meant to enhance Notre Dame’s signature residential learning environment.
In addition, the person in this role will manage initiatives that bring elements of Notre Dame’s academic life to learners beyond our campus. These range from online courses open to the general public to online pathway programs for current high school students exploring college opportunities and incoming first-year Notre Dame students prepping for the rigors of a university curriculum.
Q: Where does the role sit within the university structure? How will the person in this role engage with other units and leaders across campus?
A: The digital learning project manager is a member of the Office of Digital Learning, which is part of a larger unit, reporting to the Office of the Provost, called Notre Dame Learning. Housing the ODL and the Kaneb Center for Teaching Excellence, Notre Dame Learning brings together their teaching and learning expertise along with that of the Office of Information Technology’s Teaching and Learning Technologies group to serve as the hub of learning excellence and innovation at Notre Dame.
Working in the ODL will give the person in this position the chance to collaborate directly with instructors, the university’s academic departments and colleges, and colleagues across the Notre Dame Learning organization. They will work closely with the ND Learning leadership team to advance the organization’s strategic priorities.
Q: What would success look like in one year? Three years? Beyond?
A: From day one, building relationships will be paramount in this position. The Notre Dame family embodies a strong sense of community, and successful project managers on our campus are those who embrace the human component of their work, recognizing that shepherding a project from initiation to completion requires personal connection as much as it does the ability to keep a group on task. The importance of being able to understand faculty priorities and concerns, interface with administrators both internal and external to Notre Dame, and partner with colleagues across the ODL and Notre Dame Learning more generally cannot be overstated. As these relationships deepen over time, the digital learning project manager will become a go-to member of the Notre Dame Learning team and assume a larger role in driving its initiatives.
Q: What kinds of future roles would someone who took this position be prepared for?
A: Given all the different skill sets someone in this position will draw on and/or develop—e.g., project management, client/stakeholder relations, written and verbal communication, familiarity with media production and learning design processes, knowledge of higher education and organizational dynamics more broadly—it is a role that can serve as a springboard into opportunities with expanded leadership components. This might be within a unit like the Office of Digital Learning, in other areas of higher ed such as student services or information technology, or in fields outside academia altogether. Named as America’s Best Large Employer by Forbes earlier this year, Notre Dame is a great place both to work and build toward future career success.
Please get in touch if you are conducting a job search at the intersection of learning, technology and organizational change. If your gig is a good fit, featuring your gig on Featured Gigs is free.
Higher education in the UK has a solid background in leveraging scale in purchasing digital content and licenses through Jisc. But when it comes to purchasing specific technology platforms higher education institutions have tended to go their own way, using distinct specifications tailored to their specific needs.
There are some benefits to this individualistic approach, otherwise it would not have become the status quo. But as the Universities UK taskforce on transformation and efficiency proclaims a “new era of collaboration” some of the long standing assumptions about what can work in a sharing economy are being dusted off and held up to the light to see if they still hold. Efficiency – including finding ways to realise new forms of value but with less overall resource input – is no longer a nice to have; it’s essential for the sector to remain sustainable.
At Jisc, licensing manager Hannah Lawrence is thinking about the ways that the sector’s digital services agency can build on existing approaches to collective procurement towards a more systematic collaboration, specifically, in her case, exploring ideas around a collaborative route to procurement for technology that supports assessment and feedback. Digital assessment is a compelling area for possible collaboration, partly because the operational challenges are fairly consistent between institutions – such as exam security, scalability, and accessibility – but also because of the shared pedagogical challenge of designing robust assessments that take account of the opportunities and risks of generative AI technology.
The potential value in collaboration isn’t just in cost savings – it’s also about working together to test and pilot approaches, and share insight and good practice. “Collaboration works best when it’s built on trust, not just transaction,” says Hannah. “We’re aiming to be transparent and open, respecting the diversity of the sector, and making collaboration sustainable by demonstrating real outcomes and upholding data handling standards and ethics.” Hannah predicts that it may take several years to develop an initial iteration of joint procurement mechanism, in collaboration with a selection of vendors, recognising that the approach could evolve over years to offer “best on class” products at a competitive price to institutions who participate in collective procurement approaches.
Reviewing the SIKTuation
One way of learning how to build this new collaborative approach is to look to international examples. In Norway, SIKT is the higher education sector’s shared services agency. SIKT started with developing a national student information system, and has subsequently rolled out, among other initiatives, national scientific and diploma archives, and a national higher education application system – and a national tender for digital assessment.
In its first iteration, when the technology for digital assessment was still evolving, three different vendors were appointed, but in the most recent version, SIKT appointed one single vendor – UNIwise – as the preferred supplier for digital assessment for all of Norwegian higher education. Universities in Norway are not required to follow the SIKT framework, of course, but there are significant advantages to doing so.
“Through collaboration we create a powerful lobby,” says Christian Moen Fjære, service manager at SIKT. “By procuring for 30,000 staff and 300,000 students we can have a stronger voice and influence with vendors on the product development roadmap – much more so than any individual university. We can also be collectively more effective in sharing insight across the network, like sample exam questions, for example.” SIKT does not hold views about how students should be taught, but as pedagogy and technology become increasingly intertwined, SIKT’s discussions with vendors are typically informed by pedagogical developments. Christian explains, “You need to know what you want pedagogically to create the specification for the technical solution – you need to think what is best for teaching and assessment and then we can think how to change software to reflect that.”
For vendors, it’s obviously great to be able to sell your product at scale in this way but there’s more to it than that – serving a critical mass of buyers gives vendors the confidence to invest in developing their product, knowing it will meet the needs of their customers. Products evolve in response to long-term sector need, rather than short-term sales goals.
SIKT can also flex its muscles in negotiating favourable terms with vendors, and use its expertise and experience to avoid pitfalls in negotiating contracts. A particularly pertinent example is on data sharing, both securing assurances of ethical and anonymous sharing of assessment data, and clarity about ultimate ownership of the data. Participants in the network can benefit from a shared data pool, but all need to be confident both that the data will be handled appropriately and that ultimately it belongs to them, not the vendor. “We have baked into the latest requirements the ability to claw back data – we didn’t have this before, stupid, right?” says Christian. “But you learn as the needs arise.”
Difference and competition
In the UK context, the sector needs reassurance that diversity will be accommodated – there’s a wariness of anything that looks like it might be a one-size-fits-all model. While the political culture in Norway is undoubtedly more collectivist than in the UK, Norwegian higher education institutions have distinct missions, and they still compete for prestige and to recruit the best students and staff.
SIKT acknowledges these differences through a detailed consultation process in the creation of national tenders – a “pre-project” on the list of requirements for any technology platform, followed by formal consultation on the final list, overseen by a steering group with diverse sector representation. But at the end of the day to realise the value of joining up, there does need to be some preparedness to compromise, or to put it another way, to find and build on areas of similarity rather than over-refining on what can often be minor differences. Having a coordinating body like SIKT convene the project helps to navigate these issues. And, of course, some institutions simply decide to go another way, and pay more for a more tailored product. There is nothing stopping them from doing so.
As far as SIKT is concerned, competition between institutions is best considered in the academic realm, in subjects and provision, as that is what benefits the student. For operations, collaboration is more likely to deliver the best results for both institutions and students. But SIKT remains agnostic about whether specific institutions have a different view. “We don’t at SIKT decide what counts as competitive or not,” says Christian. “Universities will decide for themselves whether they want to get involved in particular frameworks based on whether they see a competitive advantage or some other advantage from doing so.”
The medium term horizon for the UK sector, based on current discussions, is a much more networked approach to the purchase and utilisation of technology to support learning and teaching – though it’s worth noting that there is nothing stopping consortia of institutions getting together to negotiate a shared set of requirements with a particular vendor pending the development of national frameworks. There’s no reason to think the learning curve even needs to be especially steep – while some of the technical elements could require a bit of thinking through, the sector has a longstanding commitment to sharing and collaboration on high quality teaching and learning, and to some extent what’s being talked about right now is mostly about joining the dots between one domain and another.
This article is published in association with UNIwise. For further information about UNIwise and the opportunity to collaborate contact Tim Peers, Head of Partnerships.
Universities and colleges today face a highly competitive recruitment environment. Declining enrollment trends, shifting demographics, and the rise of alternative education options mean institutions must work harder than ever to connect with prospective students. Traditional outreach methods alone are no longer enough.
That’s where digital marketing for universities comes in. By leveraging the right mix of online strategies, higher education institutions can build brand awareness, generate qualified leads, and foster lasting relationships with students. From content marketing and SEO to social media and data-driven analytics, digital tools give schools the power to meet prospective students where they are: online.
In this blog post, we’ll break down eight proven digital marketing strategies tailored for universities. Along the way, we’ll answer common questions—like what exactly digital marketing in education means and how much universities invest in it—to give you a clear, actionable roadmap for success.
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Understanding Digital Marketing in Higher Education
What is digital marketing in education? Digital marketing in education is the use of online channels—such as websites, SEO, social media, email, and digital ads—to promote programs, connect with prospective students, and engage alumni. Unlike other sectors, the “product” is not just a service but an experience and long-term investment, so messaging must inform, inspire, and build trust.
Why is digital marketing for universities so critical now? The stakes are high. With declining enrollments and growing skepticism about the value of a degree, institutions are investing heavily in outreach. According to SimpsonScarborough’s 2019 State of Higher Ed Marketing report, universities typically allocate between $429 and $623 per enrolled student each year to marketing efforts. The University of Maryland Global Campus, for example, committed $500 million over six years, half dedicated to digital ads.
Digital channels offer clear advantages: precise targeting, interactive storytelling, and measurable results. More importantly, they allow two-way communication—helping schools nurture relationships from first contact through enrollment, turning digital marketing into both a recruitment engine and a trust-building tool.
Below, we outline 8 proven digital marketing strategies for universities and colleges. These strategies have been tested in the education sector and shown to drive results – whether it’s increasing website traffic, applications, or student engagement. Along the way, we’ll highlight real-world examples (with sources) from reputable institutions to illustrate how each strategy can be put into practice.
1. Content Marketing and Search Engine Optimization (SEO)
In higher education, content is king. Universities that create valuable, student-focused content build trust and attract more applicants. Effective content marketing means answering the questions students and parents are already asking—through program pages, blogs, testimonials, videos, guides, and virtual tours.
SEO ensures this content gets discovered. When prospects search “best MBA in Canada” or “colleges with digital marketing programs,” optimized titles, headings, and keywords help your institution appear in results. Consistent updates, quality backlinks, and keyword-rich program pages boost visibility even further.
Example: Boston University runs an extensive content hub (“BU Today”) that publishes daily stories about student life, wellness, careers, research and more. This on-site news magazine – featuring contributions from students, faculty, staff, and alumni – builds trust and drives organic traffic by answering the questions prospective students are asking. BU Today’s engaging content strategy not only informs and inspires readers, but also strengthens the university’s visibility in search results through fresh, keyword-rich stories.
Students spend countless hours on social media, making it one of the most powerful tools for higher ed marketing. Platforms like Instagram, TikTok, YouTube, and LinkedIn allow universities to showcase campus life, share authentic stories, and build community long before students arrive on campus.
Tailor content to each platform: Instagram thrives on visual storytelling, TikTok on fun, viral content, YouTube on long-form video, and LinkedIn on alumni success. Meeting students where they are ensures your message resonates.
Authenticity wins: Many schools hand over the reins to students for “takeovers.” For instance, Babson College used Instagram takeovers for Q&As, giving prospects a candid look at campus life. Spelman College maximizes Instagram’s features—Stories, Highlights, and IGTV—to create a polished yet authentic presence that builds trust.
TikTok’s rise: Universities like Oxford and Indiana University leverage TikTok trends to humanize their brand and showcase student enthusiasm, boosting engagement dramatically.
The payoff is real: John Cabot University increased applications by 42% after ramping up its social media presence. Done right, social platforms don’t just market a school—they cultivate belonging and amplify word-of-mouth.
Example: John Cabot University, an American-accredited university in Rome, overhauled its social media strategy to engage prospective students and saw remarkable results. By partnering with Higher Education Marketing and tailoring content to its audience, JCU achieved a 300% increase in applications coming directly from social media and a 42% overall rise in student applications. In practice, this involved creating more audience-targeted posts and campaigns that funneled followers to the admissions site – demonstrating how active social engagement can translate into measurable recruitment gains.
Organic content builds long-term visibility, but paid digital advertising delivers immediate reach. Pay-Per-Click (PPC) ads—on Google, Facebook, Instagram, LinkedIn, or YouTube—allow universities to target demographics, locations, and search intent with precision.
Search ads help institutions appear at the top of results for competitive terms like “MBA program online” or “study in Canada.” Even major universities bid on their own branded keywords to capture applicants searching directly for admissions. These ads often lead to optimized landing pages designed to convert interest into inquiries.
Social ads provide granular targeting. The takeaway? With smart targeting, strong creative, and optimized landing pages, PPC can deliver measurable results in recruitment, even on modest budgets.
Example: Laurier employs highly targeted PPC advertising to reach international prospects in key markets. In partnership with HEM, Laurier runs country-specific campaigns on Google and Meta (Facebook/Instagram), even narrowing ads to specific cities to maximize relevance. For example, prospective students in India, Nigeria or Vietnam might see ads for Laurier programs, and search ads ensure Laurier appears for queries like “study in Canada university.” This precise targeting has boosted Laurier’s lead generation from countries such as India, Bangladesh, Ghana and more, illustrating how PPC can efficiently capture students in different regions.
Email remains one of the highest-ROI tools for higher ed recruitment. When a prospect shares their email, it creates an opportunity for personalized, direct communication that nurtures them through the enrollment journey.
Lead nurturing works best through sequenced emails—welcoming inquiries, highlighting programs, showcasing campus life, and reminding applicants to complete next steps. Segmentation and personalization make campaigns more effective: tailoring messages by program, audience type, or student behavior ensures relevance and boosts engagement.
Automation tools like HubSpot or Slate allow universities to trigger timely follow-ups—such as reminders for incomplete applications or pre-visit info before a campus tour. Done well, email serves as the connective tissue of digital strategy—tying content, events, and ads into one cohesive student journey.
Example: Michael Vincent Academy, a private vocational school in Los Angeles, streamlined its recruitment process by implementing a customized CRM with marketing automation. The academy uses an automated system (HEM’s Mautic CRM) to follow up with every inquiry, score leads, and send sequenced emails. Routine tasks – from welcome emails to application reminders – are now handled automatically, allowing staff to spend more time on personal outreach to high-value prospects. The impact is significant: key elements of the follow-up workflow are now automated, improving efficiency and ensuring no prospective student falls through the cracks.
Pro Tip: Don’t overload inboxes—send 1 email every 7–10 days, keep designs mobile-friendly, and always include a clear call-to-action.
5. Website Optimization and User Experience (UX)
Your website is your digital campus, often the first impression prospective students have. A well-optimized site improves engagement and conversion by guiding visitors smoothly through their journey.
Mobile-first design is non-negotiable. With most students researching on phones, responsive layouts, fast load speeds, and intuitive navigation are critical. Google also rewards mobile-friendly sites in search rankings.
Clear navigation helps diverse audiences—prospective undergrads, grads, parents, international students—find relevant information quickly. Saint Louis University, for example, introduced an interactive admissions page with customizable “pathways,” simplifying content discovery and personalizing the student journey.
Engaging media like photos, videos, and virtual tours immerse visitors in campus life, while CTAs such as “Request Info” or “Apply Now” nudge them toward action.
Example: University of North Dakota undertook a comprehensive website refresh that yielded strong results in both engagement and conversions. The new site introduced a powerful “Program Finder” tool giving prospective students one central place to discover academic programs by interest. The homepage and navigation were reorganized around key audiences (prospective undergrads, grad students, parents, etc.), making it easier for each group to find relevant info. UND also weaves in student stories and news in a way that reflects student life and values, rather than just facts. This focus on UX paid off: after launch, UND saw organic traffic climb and a 62% jump in undergraduate inquiries year-over-year, all while many peer institutions saw declines. It underscores that a fast, intuitive, mobile-friendly site can be a university’s best recruitment tool.
Pro Tip: Audit your site regularly—outdated info or broken links can undo even the best design.
6. Search Engine Marketing (SEM) and Local SEO
Search engine marketing ensures your institution is visible when prospective students actively look for programs. Beyond broad SEO, local optimization and targeted campaigns make a significant difference.
Local SEO helps capture location-based searches like “MBA in Toronto” or “universities near me.” Universities should claim and update their Google Business profiles, add campus photos, respond to reviews, and use city/region keywords across their site. For multi-campus schools, create individual location pages optimized with local terms.
Long-tail keywords are equally powerful. Students often search specific queries like “best undergraduate business programs for entrepreneurship.” Creating FAQ pages, blog posts, or landing pages around these terms captures highly motivated prospects. Likewise, many universities now optimize program pages with alumni career outcomes and salary data to rank for career-focused searches.
Example: Cumberland College, a career college in Montréal, used SEM and on-page SEO to significantly boost its visibility and inquiries. With expert help, Cumberland optimized its website content (in English and French) and refocused its keyword strategy – plus ran complementary Google Ads – to capture more search traffic. The impact was dramatic over a short period: organic web visitors rose by 27.5%, and overall leads (inquiries) jumped by 95% after the campaign, compared to the previous year. Even more striking, leads coming specifically from organic search increased nearly five-fold (a 386% increase) as Cumberland climbed higher in search results.
Pro Tip: Align SEM campaigns with the admissions cycle—boost spend before deadlines to capture undecided applicants.
7. Video Marketing and Virtual Engagements
In the digital era, video has become an incredibly powerful medium of digital marketing for colleges, and universities are uniquely positioned to leverage it. From campus tour videos and student vlogs to recorded webinars and live-streamed events, video marketing allows prospective students to experience a taste of campus life and academics from anywhere in the world. It’s engaging, shareable, and often more memorable than text.
Campus tours and virtual experiences: When students cannot visit in person (due to distance or as we saw during pandemic lockdowns), a virtual tour is the next best thing. Many universities now feature immersive 360-degree virtual campus tours on their websites. These let users “walk” through the quad, peek into classrooms, dorms, and labs, all from their computer or phone. It’s an interactive way to showcase facilities and atmosphere. Even a simple narrated campus tour video on YouTube can be effective – guiding viewers through major spots on campus while current students or staff explain highlights.
Storytelling through students: Prospective students trust their peers. “Day in the life” vlogs or testimonial clips highlighting internships and career outcomes resonate strongly. Short, authentic videos often outperform highly produced pieces.
Example: Montgomery County Community College (USA) grabbed attention with an award-winning recruitment video campaign. Their 30-second video spot, “You in Motion,” is a high-energy montage that inspires viewers to envision their success at the college. In that half-minute, the video communicates key value props – an affordable, top-notch education; extensive support resources; and a wide range of programs – all set to uplifting visuals of campus and student achievements. The campaign succeeded in exciting prospective students and driving home the message that at Montco you can “make your own momentum”. It’s a prime example of how concise, well-produced video content can boost a school’s appeal and conversion rates.
Source: YouTube
Takeaway: Video marketing builds trust through storytelling, making your institution both relatable and aspirational.
8. Data Analytics and Continuous Optimization
A major advantage of digital marketing for colleges is the ability to measure performance in real time. Universities that actively track and optimize campaigns consistently outperform those that rely on static strategies.
With tools like Google Analytics, CRMs, and marketing automation, schools can monitor conversions such as info requests, applications, and event signups, while attributing results to specific channels. For example, McGill University’s School of Continuing Studies implemented eCommerce-style tracking with HEM, enabling them to connect digital ad spend directly to applications and enrollment outcomes.
Example: McGill’s School of Continuing Studies struggled to connect its digital ad spend to actual enrollments – until it implemented an advanced analytics solution. Working with HEM, McGill SCS set up eCommerce-style tracking (via its Destiny One online registration system) to measure exactly how ads and web campaigns translated into applications, registrations, and revenue. This involved configuring Google Analytics and tag manager to capture each student touchpoint and conversion. The result was a newfound ability to make data-driven decisions on marketing: McGill can now see ROI by campaign and optimize accordingly, rather than guessing.
Optimization goes beyond tracking. A/B testing landing pages, refining email subject lines, or adjusting ad targeting can deliver significant lifts in conversions. Ultimately, analytics turn insights into action. By continuously refining campaigns based on real results, institutions ensure smarter spending, better engagement, and stronger recruitment outcomes.
Bringing It All Together
Digital marketing is no longer optional for universities—it’s the foundation of how students discover, evaluate, and choose their educational path. From content marketing and social media engagement to PPC, email nurturing, and data-driven optimization, each strategy plays a role in building trust and guiding prospects through the enrollment journey.
The institutions that succeed are those that take an integrated approach: aligning their website, campaigns, and student communications to deliver a consistent, authentic experience. Real-world examples—from Boston University’s content hub to McGill University’s data-driven enrollment gains—show how strategy translates into measurable results.
Ultimately, digital marketing is about connection. By telling authentic stories, engaging students where they are, and continuously refining based on analytics, universities can cut through the noise, reach the right audiences, and build relationships that last well beyond enrollment.
Done right, digital marketing doesn’t just attract students—it creates advocates who carry your institution’s story forward.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
FAQs
Q: What is digital marketing in education?
A: Digital marketing in education is the use of online channels—such as websites, SEO, social media, email, and digital ads—to promote programs, connect with prospective students, and engage alumni. Unlike other sectors, the “product” is not just a service but an experience and long-term investment, so messaging must inform, inspire, and build trust.
Q: Why is digital marketing for universities so critical now?
A: The stakes are high. With declining enrollments and growing skepticism about the value of a degree, institutions are investing heavily in outreach.
Q: How much do universities spend on digital marketing?
A: Universities now spend between $429 and $623 per enrolled student, per year on marketing.
