Lesson 2: Pulling off partnership takes self-awareness, collaboration and determination, especially during hard times.

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Marketing to women is a growth market and gender-awareness can pay off, as others are finding.

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To this end, universities in England already have individual targets on admitting more students from poorer homes and under tighter controls brought in with higher fees in England, have to show they are spending money "widening participation" - whether through grants, money off tuition fees or helping raise awareness about universities.

BBC: Education & Family