What makes a student stop scrolling, take notice, and genuinely consider a university?
In the UAE’s competitive higher education environment, marketing has moved far beyond flashy ads and polished taglines
In this episode of the Edu Marketing Series, we chat with Sumit Ambegaokar, who heads marketing, admissions, and communications at Fortis Holdings — the group behind some of the UAE’s most recognised schools and early education institutions.
Fortis operates well-known names like Regent International School, Sunmarke School, and the Jumeirah International Nursery network, all of which play a key role in shaping the schooling journeys of thousands of families across the UAE.
We get into an honest conversation about what really influences student and parent decisions today, what makes them hesitate, and how education brands can better connect in an increasingly crowded space.
Let's break it down.
The Reality of Higher Education Marketing in the UAE
The UAE presents a unique and highly competitive education environment. With both local and international institutions vying for student attention, choice has never been wider, and that abundance has reshaped how students evaluate universities.
Instead of making quick decisions, today’s students move thoughtfully through their selection process. They actively:
- Research multiple institutions before shortlisting
- Compare programmes, fees, and learning experiences
- Look for credibility, transparency, and clarity
- Seek reassurance that they are making a sound choice
They aren’t chasing perfection. What they value more is:
- Honest communication
- Relevant information
- A sense of trust and dependability
While digital channels dominate discovery, the real influence lies in how all touchpoints come together. A typical journey might look like this:
- Discovering a university through social media or search
- Exploring the website for deeper information
- Attending a virtual open day or information session
- Reaching out via enquiry forms or direct messaging
Each of these interactions shapes the overall perception. When messaging, tone, or experience feels disjointed, it creates hesitation. When it feels consistent and reassuring, it strengthens confidence.
This is why higher education marketing can no longer operate as isolated campaigns. It must function as one connected, supportive experience that guides students smoothly from their first impression to their final decision.
How Student Decision-Making Has Evolved
Earlier, factors like rankings and location played the biggest role in student choices. While these still matter, they are no longer the sole drivers. Students now balance emotional reassurance with practical considerations.
They look closely at:
- How clearly the information is presented
- Whether the communication feels genuine
- How accessible the institution appears
- If their questions are answered without confusion
This emotional layer plays a critical role. When students feel overwhelmed, unclear, or disconnected, they hesitate. When they feel supported and understood, they engage.
Why Content Plays a Defining Role
Content acts as the main bridge between students and universities. It is often the first and most frequent point of interaction. But content only works when it feels genuinely helpful.
Students respond better to content that explains rather than impresses. They want information that speaks their language and simplifies their decision-making process, not content that feels overly institutional or promotional.
Effective content in higher education marketing typically focuses on:
- Answering common student concerns
- Explaining academic pathways clearly
- Offering guidance for the application process
- Providing realistic expectations
The Role of Digital Touchpoints in Building Perception
Every digital interaction contributes to the overall image of the university. Whether it’s a website visit, an enquiry form, or a social media response, students are constantly forming opinions.
They immediately notice:
- How easy it is to find information
- Whether the tone feels friendly or distant
- If responses feel thoughtful or automated
- How smoothly their journey flows from one step to the next
These touchpoints are not just technical steps; they are experiences. A clear, well-organised website can assure a student that the institution is reliable. A confusing interface, on the other hand, can create doubt before a conversation even begins.
The Power of Communication Style
Tone is often underestimated in higher education marketing, yet it significantly influences engagement.
Students are more likely to respond positively when communication feels:
- Warm and approachable
- Clear and supportive
- Honest and straightforward
A conversational tone doesn’t reduce professionalism. It humanises the message and makes students feel that they are being spoken to, not spoken at.
The Emotional Side of Enrollment Decisions
Choosing a university is not just an academic decision. It is deeply personal. Students often carry a mix of anticipation, uncertainty, and pressure while navigating their choices.
They think about:
- Future career possibilities
- Financial commitments
- Academic expectations
- Family expectations
Marketing that acknowledges these underlying emotions feels more relatable and supportive. It reassures students that they are not just another application, but individuals making one of the most important decisions of their lives.
This sense of emotional understanding encourages stronger engagement and long-term trust.
Why Clarity and Simplicity Matter?
A common mistake in higher education marketing is information overload. While institutions want to showcase everything they offer, too much detail at once can overwhelm students.
Students prefer communication that is:
- Structured and easy to scan
- Clearly explained without complexity
- Focused on what matters most
Straightforward program details, easy-to-follow application steps, and transparent fee information go a long way in reducing hesitation. When information feels digestible, students feel more confident taking the next step.
Strengthening Marketing Through Student-Centric Thinking
A more effective approach starts by shifting perspective — from what the institution wants to say to what the student genuinely needs to hear.
This includes:
- Speaking in relatable language
- Providing clarity at every stage
- Encouraging open communication
- Listening and adapting based on feedback
When universities prioritise understanding over persuasion, marketing becomes more meaningful and impactful.
SEO-Focused Areas for Higher Education Marketing in the UAE
To remain visible and relevant, content must reflect what students actively search for. Some commonly explored areas include:
- Higher education in the UAE
- University admission process in Dubai
- Student enrollment journey
- How to choose the right university in the UAE
- Digital marketing for universities
Integrating these naturally within helpful, structured content improves search visibility while maintaining authenticity.
Creating a Guided Experience, Not Just a Marketing Funnel
The video highlights a key truth: students want support, not sales.
When marketing feels like guidance, it builds comfort and connection. Students start to view the institution as a trusted partner rather than a distant organisation. This approach fosters:
- Stronger engagement
- Better communication
- Increased confidence
- Long-term trust
The goal is not just enrollment, but a meaningful student relationship that begins long before application and continues well beyond.
The Future of Higher Education Marketing in the UAE
As student expectations continue to evolve, future-focused marketing will revolve around understanding human behaviour, adapting to digital habits, and communicating with empathy.
Institutions that embrace transparency, simplicity, and emotional awareness will create stronger connections and more sustainable engagement in the long run.
Looking to strengthen your higher education marketing in the UAE and connect more meaningfully with students?
Ubrik can help you shape clearer communication, smoother student journeys, and marketing that feels genuinely human.
Get in touch with Ubrik to start building experiences that students trust and respond to.
FAQs
1. How is the UAE higher education market evolving for local and international students?
The UAE higher education market is growing rapidly as a global education hub, attracting local and international students with globally recognized degrees, specialized programs, and international branch campuses. Strong government initiatives, academic excellence, and innovation continue to strengthen the UAE's higher education landscape.
2. What drives international student enrollment in the UAE higher education sector?
International student enrollment is rising due to quality education, global universities, advanced technology, and the reputation of higher education institutions in Abu Dhabi and Dubai. The sector benefits from global best practices, research opportunities, and a strong focus on future-ready learning.
3. How are universities adapting to changing student enrolment trends?
Universities are shifting from traditional methods to digital marketing and online education platforms to support prospective students in making informed decisions. Data-driven insights, innovation, and stakeholder collaboration help improve enrollment and student success across the higher education market.
4. What role do private and public universities play in the UAE higher education landscape?
Private universities and public universities such as Zayed University, Abu Dhabi University, Dubai University, and United Arab Emirates University are key players supporting increasing demand for higher education, vocational training, STEM education, and specialized programs aligned with industry and major companies.
5. Why is the UAE seen as a global hub for higher education?
The United Arab Emirates has become a global hub due to its strong focus on technology, research, funding, knowledge development, and globally recognized degrees. This combination enhances the region’s reputation and ability to attract students seeking quality education and long-term career benefits.