The number of school leavers is expected to plummet over the next 10 years, leaving 70,000 university places unfilled - the equivalent of nearly six universities.
Universities will have to compete harder, target more mature students and those from outside the EU to fill seats in lecture halls as a historic dip in the birth rate translates into fewer student numbers, vice-chancellors said.
Or as some would have it: Head, meet sand.
Visual Communication: From Theory to Practice
(Winner of 'Best Higher Education Title' at the British Book Awards 2006)
by Jonathan Baldwin and Lucienne Roberts
More Than A Name: An introduction to branding
by Melissa Davis and Jonathan Baldwin
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