Public and Private Provider Experiences of Higher and Degree Apprenticeship Provision: the Good, the Bad, and the Ugly

This chapter explores the changing market of Higher and Degree Apprenticeships (H&DAs) in England, from the perspectives of two key players: public Higher Education Institutions (HEIs) and private Independent Training Providers (ITPs). Drawing on Johnson et al.’s (2011) four lenses of strategy development (design, discourse, experience, and ideas), the chapter examines market conditions, regulatory challenges, professional identities, and strategic responses amongst these providers. Analysis highlights growing focus on H&DAs, with increasing enrolments and government policy shifts positioning apprenticeships as a viable alternative to traditional higher education pathways. However, HEIs struggle with adaptability and bureaucratic constraints, while ITPs face mounting regulatory pressures despite their agility and market responsiveness. The chapter argues that collaboration between HEIs and ITPs, rather than competition, may offer a sustainable future for H&DAs, particularly in overcoming funding uncertainties and constantly changing policy. It further explores the risks of HEIs over-relying on H&DAs as a solution to the financial challenges faced by the sector, and stresses the need for strategic diversification. By integrating empirical data with the lived experience of the author, the chapter offers insights into what HEIs and ITPs can do moving forward to ensure their continued effectiveness and the overall sustainability of H&DAs as a bridge between academia and industry.