Post on 08-Dec-2021
transcript
Do You Know Your Unique Selling Points – and
Does Anyone Else?
Dr Neil Kemp, International Education Consultant and
Visiting Fellow, University of London
INTERNATIONALISATION
TNE AND
DISTANCE DELIVERY
ARTICULATION
CAMPUSES
COLLABORATIVE
DELIVERY
STUDENTS
STUDENT
MOBILITY
PARTNERSHIPS
STUDENT
EXCHANGES
CURRICULUM
- COURSES - TEACHING
RESEARCH
COOPERATION
DEPARTMENT
- INSTITUTIONAL
STAFF
TEACHING
COOPERATION
STAFF
EXCHANGES
STAFF
RECRUITMENT
LANGUAGES –
COUNTRY STUDIES
INTERNATIONAL STUDENT
RECRUITMENT
International student recruitment
• Tremendous opportunities
– 2006-07 new enrolments up in
• US by 10%
• UK by 8%
• Australia by 4%
• BUT competition gets tougher – students
spoilt for choice!
• Need strategic approach underpinned by
investment
Global Trend in HE Students Studying Outside their Home Country
(OECD data)
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Trends in demand by level of study – UK data
0
50000
100000
150000
200000
250000
03 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20
PG research
PG taught First degree
Other undergraduate
The importance of BRAND
A unique and identifiable symbol or name, which serves to
differentiate competing products. Both a physical and
emotional trigger to create a relationship between
customers and the product
– Not just a logo
– Key messages - set of values
– Unique Selling Points (USPs)
– Differentiate from competitors
Some USPs in the global education market.....
•Quality – but all say this!
•‘Leading research university’
•World’s ‘Top Hundred’
•Examples – subject areas – big name researchers
•Nobel laureates
•Quality of student experience – accessibility - friendly
•Affordable – scholarships, fees, living costs
•Graduate employability – applied programmes – business links
•International, Global networks/partners (eg Universitas 21 etc)
and a few others.....
•Location:
•Paris, London, Amsterdam, Copenhagen, Madrid,
•(or Singapore, LA, Beijing)
•Environmentally friendly – world’s ‘Green University’
•Lifestyle
•Sun – beach
•Culture – UK’s ‘golden triangle’
•Hollywood – or Bollywood
•Language – English programmes
The Values
• Tradition matched by innovation:
• Career enhancing academic quality:
• The value of the individual:
• Variety, choice and consistency:
• Language, culture and society:
• An investment for the future:
HOW MANY GLOBAL BRANDS IN
HIGHER EDUCATION?
•What emotions are conveyed?
•What key messages - USPs?
•Differentiate from competitors?
Level of study
Student Country of Origin
Subject of study
International Students: The Education Marketing Mix
Connecting with students!
•Who are they?
•How do they communicate?
•Are international students different?
Generation Y• Grown up with
• Web, blogging, downloads, instant messaging
• podcast
• mobile phones
• Multi-task, multi view
– TV - channel hop
– Multiple TVs
– DVDs
• Tolerant: of multi-culturalism and internationalisation, gay rights and social change
• 80s and 90s falling birth rates, smaller families, focus on immediate family
• Greater family wealth
What information sources most used?
• Websites – national and institutional
• Friends
• Alumni
• Family
• Current staff/tutor
• Adverts – media
• Events - exhibitions
• Staff visits
• Local offices – DAAD, British Council, NUFFIC
• In-country activities - TNE
1.5 2 2.5 3 3.5 4
Research quality
Reputation
Teaching quality
University scholarship/ bursary
Cost of study
Course length
Personal safety
Recommendation
Response time
Location
Social life
Work opportunities
Social atmosphere
Friends here
Main factors influencing selection of a UK institution for PG
research
Source: International Student Barometer UK
40%
35%
32%
22%
20%
20%
16%
16%
16%
10%
10%
8%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
University website
Friends
Teacher / tutor
Prospectus
University visit
Parents
Staff at a presentation
Alumni
Current students
Sponsor
Education UK website
League tables
British council
Source: International Student Barometer UK
Main information and influencers on choice of UK institution
for PG research
university websites will NEED to………
……..demonstrate student life, faculty expertise
and quality of education is necessary. What the
(institution’s site) will provide is the hub of the
wheel .…..
……. need to manage their presence at Flickr,
Youtube or whatever the latest trend is. But they
should be designed to pull the user back to the
main site.
Comments from blogs on university websites
International promotion and recruitment:
working with the private sector:
Some approaches:
• Education agents
• Private companies for recruitment and
foundation programmes
• Delivering TNE with private companies
•How do you know?
•What will you do?
Market research in target countries
Check current students – or others in nearby
institutions
Hits on website – tracking visitors
Improve meta-tags
Is it working?
The Values
• Tradition matched by innovation:
• Career enhancing academic quality:
• The value of the individual:
• Variety, choice and consistency:
• Language, culture and society:
• An investment for the future: