Great Results but no University Place …. Don't Let go of Your Career Goals

OXFORD, England, August 19, 2010 - With the introduction of A* grade and yet another increase in the pass
rate for A Levels in England and Wales forecast, there is greater demand than
ever for University places. On 19th August, 2010, over 250,000 students will
receive their results, and up to 200,000[1] of them will not get into the
university and/or course of their choice. So is taking any course, at any
university, the only option when ultimately at the end of their studies they
may end up 'Young, gifted …. And broke!' This is the immediate future
awaiting some of the country's brightest graduates who left university this
year with spiralling debt[2] and lacking the skills employers value[3] in a
competitive labour market.

So as many young people open their 'A' level results hoping to secure a
place at university on a course of their choice[4], Gill Waters of Oxford
College of Marketing, and a Fellow of the Chartered Institute of Marketing,
considers an alternative route for this cohort which delivers academic
success and enhanced employment opportunities in their chosen professions.

HOW IT BEGAN

'Education, Education, Education' - Tony Blair's speech to the Labour
Party Conference in 1997 resonated with many of those who hold fast to the
belief that education was a route out of poverty, and an investment in the
future. Access to higher education, in particular, was considered not only
desirable at a personal level, but essential to economic growth and the
ability of Great Britain plc to compete in the global market place.

The Government made access to higher education a priority, setting
targets of 50% of all young people going into higher education, introducing
Foundation Degrees and increasing the number of new universities to widen
participation throughout the country.

This approach has been called into question over the intervening years by
both academics and industry, in terms of quality of education, the relevance
of skills and competencies acquired by students and decrease in spaces due to
changes in funding. In particular, the introduction of 'top-up' fees and
reduction in grants, led to a review of the cost-benefits to students of
higher education, particularly for lower and middle income families.

The Coalition Government has promised to review the policy; however, this
will take some time, and in the meantime many of our brightest young people
will experience the extremes of emotion today - excellent results, but no
place at university for them.

WHERE WE ARE NOW

Issues currently confronting young people considering their options were
highlighted in headlines last year and this, as below:

'A CBI survey has (revealed) … employers do not believe that going to
university at 18 is the only route to success for young people…'[5]

'Up to 50,000 6th formers will be denied places at university this autumn
because of a surge in applications, combined with a freeze on undergraduate
places (2009).'[6]

The situation has worsened over the past year with many universities
focussing on recruiting overseas students who bring in significantly higher
levels of revenue. The 'two tier' higher education system frequently referred
to by politicians relating to 'rich vs. poor', is in danger of being replaced
by a two-tier system of 'overseas vs. UK students'. The implications for the
UK student is that access to the more elite universities may be denied,
ultimately leaving UK graduates at a disadvantage to their overseas
equivalents in a global labour market.

And finally,

'Student debt is spiralling because of increasing tuition fees and the
use of some commercial loans at high rates, as report commissioned by the
Government suggested.'[7] - an issue borne out by my experience of working
with Citizens Advice and the Thames Valley Financial Capabilities Forum.

To sum up:

    - Employers are not always impressed with new graduates, feeling they
    lack key skills required in the workplace

    - Students are not always able to realise a return on their (or their
    parents') investment in higher education - costs are currently
    perceived as outweighing benefits in the short to medium term

    - Despite the Labour Government's announcement in July 2009 of 5,000
    additional university places, many of the brightest young people
    with potential to be future business leaders, are unable to achieve
    their personal goals of academic, as well as professional, success, and
    may find their future career opportunities restricted as a result.

For a substantial number of young people, one of the following scenarios
will be a reality:

    - 'Nowhere to go' - the impact of the recession on the labour market has
    resulted in higher demand for spaces at university. Many young
    people simply won't get a place.

    - 'Not quite made the grade?' - Even when spaces are available,
    'A' level results may mean that young people are unable to go to their
    preferred university or study the course of their choice. They will still
    have the 'university experience'; however, taking account of fees and
    basic maintenance on a three year course, this 'experience' may cost a
    minimum of £21,000. If student loans are used to finance, interest
    accrued over the period of study will mean that on graduation they will
    owe approximately £25,000 - quite an expensive 'experience'.

In addition, once in employment, career progression is often dependant
upon studying for professional qualifications, for example, Marketing (CIM),
Accountancy and Finance (CIMA), Human Resources (CIPD) and Purchasing (CIPS)
to name a few, for at least 1-2 years.

So is it all doom and gloom? Emphatically NO! All the professional
institutes have their own qualifications from introductory (post A level)
stage to Masters level, and all qualifications have direct relevance to a
range of functions within business and organisations. What is more, taking
this route to Masters level potential will cost only a fraction of studying
by the more traditional university route.

LOOKING AT AN ALTERNATIVE FUTURE

As a Chartered Marketer, I will take the Marketing profession as an
example of an alternative route for young people to achieve their goals, as
follows:

    - Finish A Levels - take a gap year, or find a job (a
    challenge, but any employment will do in the short term)

    - Register with the Chartered Institute of Marketing as a
    student, indentify an appropriate course delivery centre and study
    options, and enrol for the Introductory Certificate in Marketing.

    - Work through the professional qualifications:

    - developing Marketing knowledge on the Introductory
    Certificate;

    - gathering knowledge and understanding of the role of Marketing and
    Research, the wider business environment and the importance of
    stakeholders on the Professional Certificate;

    - gaining relevant knowledge, understanding and application skills which
    are directly transferable to the workplace on the Professional Diploma
    (Honours degree level qualification).

The new CIM syllabus introduced in July 2009 offers a route through to
Masters' Degree level. Following the course of study above, students in work
can study up to the Chartered Post-Graduate Diploma Stages 1 and 2. On
completion of this qualification they will have accrued 120 Masters Level
Credits which can be 'topped up' by 60 credits to a full Masters Degree. In
addition, as part of Stage 2, they will have sufficient CPD hours to achieve
individual Chartered Status.

In the time it would have taken to go through the traditional route to
Masters degree and gain relevant experience, taking this option it is
possible for a young person to achieve:

    - A recognised professional qualification

    - A Masters Degree in their chosen specialist area

    - Chartered status and Membership of a professional institute

    - Extensive experience enhancing their future career path.

The challenge will be finding employment initially, but the benefits are
tangible. In the medium term, as their peers graduate with degrees and debt,
those following this option will be on their way to achieving academic and
career success - young, gifted and … in the black!

Notes to editors

About Gill Waters

Gillian Waters

BA Hons Dip.M FCIM MBA, Chartered Marketer

Gill has been an Examiner with CIM for over 15 years at Stage 2 -
initially as a member of the team and subsequently deputy senior examiner for
Marketing Operations, and has been a member of the MMIP examination and
feedback team since its introduction for the standard and interim boards. In
addition, she moderates across the Professional Diploma and Certificate
levels for the interim boards. With business experience across a range of
sectors including Defence, Logistics Consultancy and the City, her focus over
recent years has been in the SME and Not for Profit Sectors.

One of the original cohort of Chartered Marketers, Gill has the PG
Diploma in Marketing, MBA (OU) and a teaching qualification in non-compulsory
further and higher education.

About Oxford College of Marketing

Oxford College of Marketing is one of the largest CIM accredited
Marketing Colleges in the UK. With study centres in London, Uxbridge,
Croydon, High Wycombe, Gatwick, Milton Keynes, Liverpool, Reading, Brighton,
Sheffield, Birmingham and of course Oxford, the College has been running
Chartered Institute of Marketing (CIM) courses since 1997, with superb
student results. The College offers CIM Introductory Certificate,
Professional Certificate, Diploma and Postgraduate Diploma qualifications and
the new Chartered Postgraduate qualification through a number of study
options, part time evenings, intensive weekends as well as distance learning
and short and one-day marketing courses and tailored in-house training
programmes.

About The Chartered Institute of Marketing:

The Chartered Institute of Marketing is the leading international
professional marketing body with some 45,000 members worldwide. First
established in 1911 it has for almost a century defined the marketing
standards that operate in the UK and is the global champion of best marketing
practice. The Institute exists to develop the marketing profession, maintain
professional standards and improve the skills of marketing practitioners,
enabling them to deliver exceptional results for their organisations. It does
this by providing membership, qualifications and training to marketing
professionals and businesses around the world. For more information please
visit: www.cim.co.uk

[1] BBC Radio 4 Today Programme 19th August 2010

[2] Times on Line - 24th April 2009 - Public Sector Column

[3]
www.cbi.org.uk/ndbs/Press.nsf/0363c1f07c6ca12a8025671c00381cc7/91f2730166cad25d80257420004fe11e?OpenDocument

(Due to the length of this URL, it may be necessary to copy and paste
this hyperlink into your Internet browser's URL address field. Remove the
space if one exists.)

[4] The Times - April 9, 2009 - Full universities will turn away
thousands - Joanna Sugden

[5] Op.cit 2

[6] The Times - April 9th 2009 - Joanna Sugden

[7] Times on Line - 24th April - Public Sector Column

    Contact:

    Rosie Phipps - Principal
    Email rosie@oxfordcollegeofmarketing.ac.uk
    +44(0)7795341149
    Student Support Service  +44(0)1865-515255

Rosie Phipps - Principal, Email rosie at oxfordcollegeofmarketing.ac.uk, +44(0)7795341149, Student Support Service +44(0)1865-515255