Exeter College has reported a significant increase in enrolment for its modular acceleration programme (MAP), a pilot initiative designed to offer learners the chance to study modules of higher technical qualifications (HTQs). The college, located in a predominantly rural area, successfully overcame initial challenges in raising awareness and recruiting participants by implementing a targeted strategy that included engaging both prospective learners and local employers.
Initially, Exeter College faced difficulties in identifying its primary target audience for modular learning and ensuring potential students understood the programme's structure. Concerns about high withdrawal rates due to a lack of awareness prompted the college to refine its recruitment approach. Key actions included creating dedicated web pages for modular learning, briefing its advice and guidance team on the distinct nature of the modular offer compared to other study modes like part-time courses, and advertising through social media and local radio. The college also leveraged its existing relationships with employers through apprenticeship schemes to promote modular learning within the local business community.
A crucial insight gained was that adult learners constituted the main target audience for modular study, with local radio advertising proving particularly effective in reaching this demographic. The college also introduced pre-enrolment interviews for all MAP learners, where possible, which significantly improved understanding of the learning environment and requirements, leading to increased completion rates and reduced dropouts. This proactive approach helped mitigate concerns about potential resource wastage.
Beyond recruitment, Exeter College discovered additional benefits from integrating adult modular learners into existing cohorts. These adult students were able to enrich the learning experience for younger full-time learners by sharing real-life examples of how course material is applied in the workplace. This practical perspective not only added value to the classroom but also inspired other learners, demonstrating the tangible benefits of upskilling through modular study. The college noted that one successful MAP learner subsequently enquired about similar upskilling opportunities for her own staff.
The successful participation in the MAP, which delivered modules in information technology, has provided Exeter College with a better understanding of how to recruit and support the specific needs of modular learners. The college's experience offers valuable lessons for other educational providers, particularly those in rural areas, on how to effectively market and deliver modular learning opportunities, which are set to become more prevalent with the broader rollout of the Lifelong Learning Entitlement.