How to Make the Most of January Intakes in a Changing Higher Education Landscape

From flexible study options to shifting student demand, January intakes are now a critical opportunity for universities to engage new cohorts, fill seats and diversify their offerings. In this blog we’ll explore why these off-cycle intakes are more important than ever and how institutions can effectively fill their spaces for January 2025 and beyond.

Why January intakes are on the rise

The reasons for the increasing relevance of January starts are diverse. First and foremost, student expectations have evolved. Whether it’s due to personal, academic, or financial reasons, many students are looking for flexible start dates that better align with their circumstances. For international students, visa delays or different academic calendars in their home countries may also make January a more appealing option.

Additionally, online learning and the rise in demand for postgraduate education, particularly in fields like data science, healthcare and digital marketing, has made it easier for universities to offer multiple start dates. This provides institutions with more opportunities to attract students outside of the traditional September rush.

3 Key strategies for promoting January intakes

So, how can universities make the most of this growing demand for January starts? Here are three key strategies to help you engage prospective students:

1. Update your course listings early

It’s crucial to make sure your January courses are visible to students as soon as possible. By listing your courses now in our free Last Minute Courses hub, you ensure that they’re accessible to students actively searching for January start dates. Early visibility can give you a competitive edge, particularly when many institutions may still be focusing on their September intake.

Make sure that your listings are comprehensive, highlighting key features like flexible study options, career-focused learning outcomes and opportunities for real-world experience, as these are often top priorities for postgraduate students.

2. Targeted marketing to the right audience

Reaching students who are actively searching for January start dates is key to driving applications. Beyond updating your listings and adding your courses to our hub, consider targeted marketing campaigns that ensure your courses are seen by the right audience.

For example, precision-targeted ads or email campaigns can engage students who are already looking for Masters-level study. If your institution has unique selling points, such as scholarships, industry partnerships, or cutting-edge facilities - these campaigns provide a great platform to highlight those benefits to prospective applicants.

3. Leverage data-driven insights

One of the most effective ways to ensure your courses are seen by the right students is to use data-driven insights to guide your strategy. Our Pulse Trackers and Share of Search data allow us to monitor student behaviour, including what they’re searching for and when. This means we can help you align your promotions with real-time demand and trends in student preferences. For example, if we see a spike in interest in specific subject areas or regions, we can help you tailor your messaging accordingly, ensuring you reach students who are ready to apply.

The importance of flexibility

Offering a January intake not only helps institutions fill courses that might otherwise go under-enrolled, but it also demonstrates a commitment to flexibility, something that today’s students increasingly value. Whether it’s balancing part-time study with work, taking advantage of an earlier start, or accommodating international students who missed the September window, offering additional intakes provides a win-win situation for both universities and students.

Looking ahead: planning for success in January 2025

As student demand for January starts continues to grow, universities that prepare early and promote their courses strategically will be best positioned to capitalise on this shift. By staying flexible and tapping into the right tools, like our course listing platforms, targeted marketing and real-time data insights, you can ensure that your January intakes are filled, even in an increasingly competitive landscape.

By preparing now, you can ensure that your courses aren’t just listed, but seen by the right students at the right time, maximising your chances of filling your January 2025 intakes and beyond.