ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book addresses the changing Higher Education policy-setting arena and presents a systematic framework for widening participation and extending access in an era of variable fees. It illustrates how Higher Education data and publicly available sources might be combined to enable institutions to move from piecemeal analysis of their intakes to institution-wide strategic and geographically linked market area analysis for existing and envisaged subject and course offerings. Higher Education participation rates have long been known to differ between societal groups. In organisational terms, the agendas of widening participation, extending access and institutional marketing present common challenges. They aim to devise better ways of reaching potential students who are appropriately qualified and motivated to pursue and successfully complete their chosen course offerings.
