GLOBAL PARTNER SESSION

INTERNATIONAL STUDENT RECRUITMENT

IN CHINA, TURKEY & VIET NAM:

FASTEST EMERGING NEW MARKETS

©Copyright 2010 ELS Educational Services, Inc. a Berlitz company

GLOBAL PARTNER SESSION

PRESENTERS

Mark W. Harris - President and CEO, ELS Educational Services, Inc.

Susan P. Kassab – Director, ELS University Admission Services

Dan Plaut – Managing Director, ELS American Education Center, China

Dean Wright – Director, ELS University Partner Relations and Development

Lisa Magliozzo - Director, ELS AEC Member Strategy Support Services

Rick Henegar – Director of Graduate Admissions, Middle Tennessee State University

Shannon Paul – Associate Director of Admissions, Adelphi University

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PRESENTATION OVERVIEW

Recruitment Overview and Benefits of Internationalization

Emerging Trends in China, Turkey and Viet Nam

Recruit Successfully in Asia

University Recruitment Successes

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1999/2000 2004/2005 2008/2009Growth

1999/2000 – 2008/2009

Students % of total Students % of total Students % of total

China 54,466 10.6% 62,523 11.0% 98,235 14.6% +80.4%

Turkey 10,100 2.0% 12,474 2.2% 13,263 2.0% +31.3%

Viet Nam*(00-01)

2,022* 0.4% 3,670 0.6% 12,823 1.9% +534.2%

Total International

Students in US 514,723 13.0% 565,039 13.9% 671, 616 18.5% +30.5%

Significant growth, and an increasing opportunity…

Source: Open Doors Report, Institute of International Education (IIE)

The Council of Graduate Schools (CGS) reports that the number of applications from prospective international students to US

Graduate Schools in 2010 increased for the fifth consecutive year by 7%

• China – 19% Growth (China Total International Students per Open Doors 2009: +21%)

• Middle East and Turkey – 18% Growth (Turkey Total International Students per Open Doors 2009: +10%)

• Viet Nam – (Open Doors 2009) +46.2%

• Applications increased in the three most popular fields for international students: Business and Management, Engineering, Physical

and Life Sciences which collectively enroll 62% of all international graduate students.

• ALL Students from the top five places comprise 50% of all international students: India, China, South Korea, Canada, Japan,

Taiwan, México, Turkey, Viet Nam, Saudi Arabia (TOP 10)

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BENEFITS OF INTERNATIONAL RECRUITING

Internationalize Your Campus

Student BenefitsGain an understanding of the international dimensions within their fields of study, learn to communicate effectively with individuals who

speak a different language, and who are from other cultures and exhibit respect for other cultures.

Positive World ImpactGlobally engaged universities are essential for the United States to maintain its leadership role in the world community.

Broadening Applicant PoolPermits university to select qualified students from a wider variety of geo-demographic backgrounds

Short-term and long-term Financial Benefits The increased number of international students will result in additional tuition income as well as income from housing, food, and

involvement in University-sponsored activities. As the institution graduates students who are well prepared to serve as the next generation

of leaders in a global society, students become alumni and find ways to give back to the University through scholarships, internships, or

other opportunities.

Globalization of Faculty and CurriculumInstitution becomes more competitive in attracting high quality national and international faculty and other experts; creating Infusion of

international concepts strengthens the quality and appeal of the curriculum

Dialogue and engagement related to global issues is increased Student/faculty collaboration regarding global concerns, as well as study abroad experiences, help students gain cultural competence

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PLANNING FOR INTERNATIONAL RECRUITMENT

Recruitment CommitteeEstablish a diverse working group interested in international student issues. Members must be willing to devote time to planning,

communicating, and in-country recruiting, and then giving leadership to change in their units.

ConsultationsConsult with people from other institutions who have experience in recruiting international students. Input from colleagues with mature

recruitment plans can significantly help with the formation of your recruitment program.

Student FeedbackGather information from small group discussions or targeted surveys of international students regarding their selection of your university

and their experiences on campus.

Strategic PlanDevelop a comprehensive plan that outlines the major issues, targeted recruitment areas, budget, and staffing. The plan should include

a goal for the proportion of international undergraduates and graduates in the student body and will be helpful not only in implementing

initiatives but in justifying future budget requests.

Senior Leadership & BudgetInvolve one or more senior administrators in initial recruitment visits so they can experience and understand the demanding nature of

international student recruitment. Support from leadership can be helpful in establishing goals and recurring budgets for a comprehensive,

long-term international recruitment program.

Campus ServicesReview the services for international students that are or should be provided on campus, such as orientation, health care and insurance,

housing and food, ESL, international student services, and counseling. In addition, cooperation with other campus offices increases

awareness of international student needs and results in improved services. 6

Emerging Trends in China, Turkey and Viet Nam

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• In academic year 2008/09, there were

98,235 students from China studying

in the United States (up over 21%

from the previous year). China is the

second-leading place of origin for

students in the United States.

• The trend is a rapidly increasing

number of students going to the US

beginning in 2006.

Chinese student breakdown:

• 26.7% Undergraduate

• 58.5% Graduate

• 6.4% „other‟

• 8.4% OPT (Optional Practical Training)

Source: IIE Open Doors 2009

Chinese Students Studying in the USA

Year Gross # Change % Change % US Total

2000-01 59,939

2001-02 63,211 3,272 5.5% 10.8%

2002-03 64,757 1,546 2.4% 11.0%

2003-04 61,765 -2,992 -4.6% 10.8%

2004-05 62,523 758 1.2%

2005-06 62,582 59 0.1% 11.1%

2006-07 67,723 5,141 8.2% 11.6%

2007-08 81,127 13,404 19.8%

2008-09 98,235 17,108 21.1% 14.6%

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Higher Education in China

• Though similar to the US Higher Education system, China‟s system has some key

differences that need to be understood by the international recruiter:

• 4-year undergraduate, 2-year Masters, and doctoral programs 3+ years

• Major Difference - An Associates Degree is essentially a terminal degree

• Nearly impossible to transfer from a 2-year program into a 4-year program

• University entrance exam determines level of university and program

• Over 10 million students took the placement exam in June 2009

• 40-50% (4-5 million) students in any given year do not pass & will not be granted

admission to university due to lack of capacity.

• Institutions are rated by the China MOE into Tier 1, 2 or 3. Not being admitted to a

Tier 1 institution will lead many to study abroad due to poor employment prospects.

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English Language Training

• The increase in Chinese students studying ESL in the USA from 2007-2008 roughly

matched the increase in overall Chinese students pursuing higher education in the

US with a 20.9% increase in „student weeks‟. (source, IIE Open Doors 2009) (ELS

growth 100% annually 2007-2009)

• Biases and Trends:

– Bias in China towards one-time tests (Zhong Kau or High School Entrance

Exam, Gau Kau or University Entrance Exam leads to excessive cramming for

these tests...and tests in general!)

– Bias to equating a high test score with true language ability which may or may

not be true due to cramming.

– Trend towards Conditional Admission and focus on language-academic skills

prep vs. test prep especially in the more sophisticated eastern cities as shown by

ELS conditional admission students more than doubling annually since 2007.

– Trend towards faster entry to and preparation in the US is accelerating as the

value of preparing and integrating in a university setting spreads through China. 10

Recruitment in China

• A US Embassy official in Beijing states that to be successful in China one must mind

one‟s „P‟s‟:– Patience: While the China market is large, it is complex, lacks transparency and regulatory interpretation is

often done at the local level. It takes time to understand and penetrate the China market.

– Presence: Chinese initiatives can not be managed by email, fax or telephone. An organization needs to

commit to spending time on the ground necessitating frequent trips, dedicated representation or an ally that

looks out for the organization‟s interests.

– Perseverance: Set-backs will happen: To achieve success, an organization must commit to staying in the

game, adjusting strategy when necessary and playing by the rules as they exist in a quickly changing

regulatory environment…all while maintaining the principles of one‟s organization and objectives for being

there. (Source: US Commercial Service, Beijing, 2009)

– An additional „P‟: Prescience! Joking aside, the ability to see ahead and plan for the future requires

information sources on the ground; people listening to the market, talking to administrators and officials,

looking at anything but obvious trends, perceiving change as…or perhaps even before…it occurs …much

like that provided by the ELS American Education Centers.

• So what does this mean for recruitment? Tangibly…

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Recruitment in China

„Brand‟ your institution:

• Participate in MOE or Agent-sponsored educational fairs regularly

• Attend University Tours which meet with pre-vetted, certified (AIRC) agents & (ELS)

counselors and prospective students conducted by trusted partners with a dedicated

presence on the ground

• Visit and present at educational institutions. Meet and talk with school administrators

• Produce materials and develop web pages in Chinese…it matters

• Be present in the market by partnering with an institution aligned with your objectives

• Work with certified agents…selectively. Train them, assist them, support them

Rules to live by:

• Carefully check any and all potential partners…nothing replaces due diligence

• Choose your partners carefully: In the words of a US Consular Official: “Your

institution is only as ethical, you are only as reputable, as your least ethical, least

reputable partner.”

• If at all possible, have „eyes & ears‟ on the ground…12

Turkish Students in the USA

• In academic year 2008/09, there were 13,263 students from Turkey studying in the United States

(up nearly 10% from the previous year). Turkey is the eighth-leading place of origin for students

in the United States.

• Academic Level. The majority of Turkish students study at the graduate level. In 2008/09, their

breakdown was as follows:

– 33.1% Undergraduate

– 51.6% Graduate students

– 7.1% Non-degree

– 8.3% OPT (Optional Practical Training)

• Historical trends: Turkey joined the list of top ten places of origin in 2000/01. Students from

Turkey increased by 9% that year and then 10% in 2001/02, followed by two years of decline

(down 4% in 2002/03, down 2% 2003/04). The number increased by 9% in 2004/05 to 12,474 and

increased by 10.2% in 2008/09.

Source: IIE Open Doors 2009

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Turkish Students Around the World

Source: Turkish Ministry of Education

PRIVATELY FUNDED TURKISH STUDENTS

GOING ABROAD PER YEAR

2005/06 2006/07 2007/08 2008/09

USA 3,740 3,563 3,375 3,928

UK 1,660 1,312 1,765 1,510

Rest of EU 7,919 7,907 8,598 9,328

Other 5,743 6,876 8,153 8,780

Total 19,062 19,658 21,891 23,546

GOVERMENT SPONSORED TURKISH

STUDENTS GOING ABROAD PER YEAR

2005/06 2006/07* 2007/08 2008/09

USA 330 No Data 418 675

UK 22 - 71 121

Rest of EU 40 - 51 60

Other - - 34 34

Total 392 - 574 890

For additional information on Turkey, please

see the addendum to this presentation:

Additional Resources and Useful Facts14

For 2008 to 2009, there were 12,823 students from Viet Nam studying in the US.

An increase of 46% from 2008 to 2009, in response to a 45% increase for the year 2007 to 2008, and a 31% increase from 2006 to 2007 – making Viet Nam the fastest growing market and thus moving Viet Nam to the 9th leading place of origin for students studying in the US.

The majority of Vietnamese students study at the undergraduate level.

In 2008 - 2009:

• Almost 70% Undergraduate

• Just under 20% Graduate students

• 10% Other

• 3% OPT (Optional Practical Training)

YearThe Number of Students from Viet Nam Studying in the US

2008 – 2009 12,823

2007 – 2008 8,769

2006 – 2007 6,036

2005 – 2006 4,597

2004 – 2005 3,670

2003 – 2004 3,165

2002 – 2003 2,722

2001 – 2002 2,531

2000 – 2001 2,022

-Open Doors

Vietnamese Students in the US

For additional information on Viet Nam,

please see the addendum to this presentation:

Additional Resources and Useful Facts

Recruit Successfully in Asia

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GENERAL RECOMMENDED RECRUITMENT STRATEGIES

• Admissions Processing Time – Speed is key. Reliability or “predictability” is essential.

International students often accept first offer. Define turnaround time, publicize it, and stick to it!

• Scholarships – Transparency is key. Only attractive as a recruiting tool if they can be counted on.

Consider defining amounts based upon GPA ranges, or setting grant amounts for all international

students. Over 50 ELS Partner Universities offer freshman-year scholarships to graduates of the

ESL Program (renewable if minimum GPA conditions are met)

• Define admissions standards clearly to partners – Is minimum GPA as defined in the catalogue

accurate? Important so that partners do not waste time and expense by submitting unqualified

applicant applications, or refrain from sending some that might be admissible

• Low cost promotion - Partner with US government agencies such as EducationUSA and US

Commercial Service Updated websites that are more informative and user-friendly for international

students (www.USAUniversityGuide.org)

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GENERAL RECOMMENDED RECRUITMENT STRATEGIES

• Periodic visits to embassies in Washington, DC, especially for those countries that sponsor

students. Seek your institutions‟ addition to the “approved lists”, and be prepared to be flexible on

some admissions standards if you wish to attract sponsored students

• Credential Evaluation – If possible, consider doing this in-house. Cost + associated time delays

are deterrent for students and agents

• Working with Counseling Agents! – Although this is for some still a controversial topic, the

practice is spreading quickly, providing a competitive advantage to those who offer “promotional

allowances” to counseling agents. The advent of the AIRC (American International Recruitment

Council), competition from other English speaking countries, and the ability to reach reputable

counseling agents through organizations such as ELS are contributing to the growing acceptance

of the practice.

For additional information on working with Counseling Agents,

please see the addendum to this presentation:

Additional Resources and Useful Facts18

BENEFITS OF MEMBERSHIP

THE ELS UNIVERSITY CONDITIONAL ADMISSION NETWORK (UCAN)

• Visit and present at 50+ US centers to international students, the majority of who are academically bound

• Complete, pre-screened application packets from the ELS University Admission Services department in Princeton, NJ

• Share promotional allowance incentives through the ELS Promotional Allowance Program with the most professional

counseling agent network in the industry. Counseling Agents are carefully chosen and vetted by the leader in the field of

international recruitment services for almost 50 years, ELS Educational Services

• Broaden your reach. Makes it possible for your university to retain and attract the interest of students who do not yet

have adequate English language skills

• ELS’ 50+ US locations make it easy for students to find a convenient location at which to prepare their English for entry

to your university

• Increased selectivity – By virtue of increased international applicant pool, universities can be more selective. ELS‟

highly advanced Master‟s levels teach research writing, presentation, and advanced listening and speaking skills

ensuring that universities receive well prepared and oriented international students

• Extensive and cost free promotion through www.USAUniversityGuide.org, accessed by students, and those

counseling them worldwide. Localized into multiple languages

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ELS American Education Centers’ Mission

To promote US higher education, ELS Language Centers, and

university success skills, while offering a platform for American

institutions of higher learning to meet face-to-face with students

aspiring to attend universities in the USA.

Membership in the ELS AEC is limited to those universities

whose program offerings are in line with student interests

in these key markets.

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• ELS authorized Counseling Agent Workshops

Increase visibility in China through one-on-one meetings with ELS authorized

Counseling Agents at round table events held in each tour city.

• Market and Visa Briefings by US Consulate

Gain insight on current regional market conditions and visa approval trends at

briefing seminars conducted by US Commercial Service Officers.

• Student Fairs

Meet with qualified, pre-screened prospective students committed to attending

university in the United States.

• Since the inaugural ELS AEC tour in 2008, more than 50 colleges and universities have participated in an ELS

AEC recruitment tour.

• AEC Member Institutions, who participated in the 2008 tour, increased their enrollment of Chinese students on

average by 160% as of January 2010.

ELS AEC Tours

A Comprehensive Approach to International Recruitment

For additional information on the ELS American Education Centers,

please see the addendum to this presentation:

Additional Resources and Useful Facts21

Adelphi University – Shannon Paul, Associate Director of Admissions

Case Study in Successful Recruitment Initiatives

Successful Recruitment Strategies:

1. Personal attention

2. Quick review of applications and follow up

3. Constantly update international admissions web pages

4. Targeted in-country recruitment

5. Conditional admissions

6. Relationships with agents

Recruitment Success in China

• Fall 2008- 25 Chinese students on campus

• Fall 2009- 48 Chinese students on campus

• Fall 2010- 482 applications, 158 full accepts (not conditional), 25 deposits (as of May 30th )

• 85% of the enrolled students are Graduate students

• Overwhelmingly MBA students

• Other most popular majors are TESOL and Biology

• Fall 2010 applicant pool shows the most diversity, started applying to areas like Psychology and Social Work

SUCCESSFUL INITIATIVES

FOR INCREASING INTERNATIONAL STUDENT ENROLLMENT

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Middle Tennessee State University

Rick Henegar, Director of Graduate AdmissionsCase Study in Successful Recruitment Initiatives

Successful Recruitment Strategies:

1. Commitment from university administration – fiscal and physical resources

2. Relationships –Building toward future success

3. Market research – Understanding the student‟s perspective

4. Attention to detail – “Southern Hospitality”

5. Goal oriented recruitment – domestic and international, electronic and on-ground

6. Application processing – Strengthening yield through efficiency gains

7. Conditional admissions –Changing policy to meet needs of the market

SUCCESSFUL INITIATIVES

FOR INCREASING INTERNATIONAL STUDENT ENROLLMENT

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SUCCESSFUL INITIATIVES

FOR INCREASING INTERNATIONAL STUDENT ENROLLMENT

Middle Tennessee State University

Rick Henegar, Director of Graduate Admissions

Recruitment Success in China Recruitment Success in Turkey Recruitment Success in Viet Nam

Fall 2007- 21 students Fall 2007- 1 student Fall 2007- 0 student

Fall 2008- 24 students Fall 2008- 3 students Fall 2008- 2 students

Fall 2009- 41 students Fall 2009- 4 students Fall 2009- 2 students

Fall 2010- 63 applications (as of May 10) Fall 2010- 4 applications (as of May 10) Fall 2010- 3 applications (as of May 10)

• Majority of F-1 students on campus are Graduate Students.

• At MTSU, Business (e.g. Accounting, Business Administration, Economics, and Information Systems), Computational

Science, Computer Science, Molecular Biosciences, Psychology and Professional Science ( e.g. Biotechnology and

Biostatistics) are our most popular programs among international students

• Niche programs (e.g. Recording Art and Technologies, Music, Public History, Health and Human Performance) draw

several students from abroad

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ELS Educational Services, Inc. headquartered in Princeton, New Jersey has been a leader in International student

recruitment, testing, and teaching of English as a second language for 50 years. With offices in 13 countries, ELS is the

largest campus-based ESL provider in the USA. ELS also is the largest single provider of official TOEFL® iBT and IELTS™

testing throughout the USA. To learn more about ELS visit: www.ELS.com_______________________________________________

ELS Language Centers, with 50+ locations, offers the largest network of campus-based English Language instruction centers in the US, and

facilitates the enrollment of thousands of international students annually in undergraduate and graduate programs.

ELS American Education Centers (located in China, Viet Nam, Turkey and growing) promotes and supports institutions of higher education recruit

students internationally; providing continuous in-country promotion, resources, and counselor training.

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Additional Resources and Useful Facts

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Counseling Agents and the ELS American Education Centers

The ELS AEC provides proper training and evaluation of a set number of counseling agents to ensure

proper counseling and information is provided to prospective students.

o This training is continual with monthly, and in many cases, weekly training at ELS AEC facilities as well as the counseling agents’ offices.

o The ELS AEC also provides workshops for visiting US institutions to introduce their institution to thoroughly vetted and supported counseling agents to ensure direct communication on such points as admission requirements, programs, school environment, policies and regulations, etc.

o Critically, ELS AEC staff provide this training in the local language to ensure accuracy and comprehension.

The ELS AEC evaluates agents based on set criteria including transparency, professionalism, communication, student and partner institution feedback as well as student recruitment capacity to ensure quality in the services provided by the counseling agency. Putting students’ and educational institutions’ needs and concerns first is paramount.

The ELS AEC works with counseling agents throughout China, Turkey and Viet Nam, not just in the major cities – we access the agents and students that most institutions never see while in-country and who would never be introduced to your institution under normal recruitment circumstances.

ELS AEC staff conducts seminars and workshops, supports student and parent interaction with institutions…supports your institution’s objectives in working with counseling agents…wherever and whenever.

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Adelphi University Fairleigh Dickinson University Middle Tennessee State

University

University of Charleston

American University Florida Institute of Technology Mount Ida College University of Cincinnati

Berkeley College Foothill & De Anza Colleges New Mexico State University University of Houston – Clear

Lake

California Lutheran University Golden Gate University Oklahoma City University University of La Verne

Case Western Reserve University Grand Valley State University Point Park University University of Missouri - St. Louis

Chabot College Hawai‟i Pacific University Plymouth State University University of New Haven

Clemson University IUPUI Potomac College University of North Dakota

College of Mount Saint Vincent James Madison University Roger Williams University University of St. Thomas, Houston

College of Southern Nevada Johnson & Wales University Saint Joseph‟s University University of St. Thomas, St. Paul

Concordia University, Portland Leeward Community College Southern Arkansas University University of Wisconsin Oshkosh

Dominican University of California Lewis University Southern Oregon University University of Wyoming

Eckerd College Louisiana Tech University Suffolk University Webster University

Eastern Illinois University Marquette University The University of Tampa

Past ELS AEC Tour Participants

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Future ELS AEC Recruitment Tours

Fall 2010 October 20 – November 4, 2010

Ho Chi Minh City • Danang • Hanoi • Guangzhou • Shenzhen • Hong Kong • Tokyo

Fall 2010 November 2 – 17, 2010

Shanghai • Hangzhou • Guangzhou • Chengdu • Shenyang • Dalian • Beijing

Spring 2011 April 1 – 18, 2011

Istanbul • Ankara • Shanghai • Guangzhou • Beijing

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Higher Education in Turkey

• Turkey‟s Higher Education system is very similar to the US

• 4-year undergraduate, 2-year Masters, and doctoral programs 3+ years

• Major Difference - An Associates Degree is essentially a terminal degree

• Nearly impossible to transfer from a 2-year program into a 4-year program

• University entrance exam determines placement in program

• 1.64 million students took the placement exam in June 2008

• Approximately 25% of students in any given year are unable to be placed in a university

program due to lack of capacity

• There are nearly 2.3 million students in Higher Education in Turkey

• While English language training is prevalent in all levels of the Turkish education system, a fair

number of Turkish students will still need some sort of language training in the US before

matriculating into a higher education institution

• Open Doors data suggests that 2,078 Turkish students were enrolled in an IEP in 2008, and the

average duration of study for those students was 3 months

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Turkish Students Around the World

• In academic year 2009/10, there are more than 23,000 Turkish students studying around world within 83 different countries.

These countries are; Azerbaijan, United States, Germany, Bulgaria, United Kingdom, Australia, France, etc.

• Breakdown for the genders for those who are studying outside the Turkey as follows:– Male - 90.9 %

– Female - 9.1 %

• Scholarship Students: As of 2009, there are 890 Ministry of Education Scholarship program

students studying outside of Turkey. – 5 studying Undergrad

– 329 studying Grad

– 183 studying PhD

– 373 English Language training

• Popular Majors for Turkish Students– Engineering (Computer, Civil, Industrial Eng. Etc.) USA, UK, Germany

– Business (Economics, International Business etc.) USA,UK

– MBA – USA, UK

– Computer Sciences & Information Services - USA

– Tourism & Travel Hospitality - USA,UK

– Communication (Radio- TV) –USA,UK

– Architecture - UK, Spain

– Fashion and Design - Italy, USA

– Law - UK

– Space Sciences - USA, Japan, Canada

– Nanotechnology - Canada

Source: Turkish Ministry of Education

Points of Interest Regarding Vietnamese Students

o Interest in US community colleges as a gateway to US higher education and a Bachelor's degree is at an all-time high, as evidenced by the fact that approximately 70% of the student visas issued by the US Consulate this year are for these institutions.

o Notably, Viet Nam ranks 3rd among international students attending community colleges (2-year associate's degree programs) in the US .

o California , Texas and Washington State host over half of all Vietnamese students in the US

o Vietnamese students rank number one in West Virginia and in the top ten in the following states: Arkansas, California, Oklahoma, Oregon, Texas, Washington, and Wyoming .

o 85% of US visas were issued from the US Consulate General in Ho Chi Minh City, 15% were issued from the US Embassy in Ha Noi.

o Popular programs for both undergraduate and graduate: Business (Finance and International Business for MBA students), Engineering, Computer Science/IT, Graphic Design

Points of Interest Regarding Vietnamese Students

UK

The UK has seen an 11% increase in visa issuance from 1,880 in 2008 to 2,150 in 2009. But Viet Nam, however, does not list in the top ten origins of international students.

-British Council

Canada

For 2009, Vietnamese student numbers for Canada tripled since 2006. There are almost 650 Vietnamese students

studying in Canada with a massive 125 percent increase from 2007 to 2008.-Statistics Canada

Australia

Australia is the US’ largest competitor for the share of Vietnamese students looking to study overseas. By May 2009,

there were 15,900 Vietnamese students studying in Australia, ranking Vietnamese at number 7 among foreign

students (a rise of 60 percent compared to 2008).– AEI International Student Data

New Zealand

At present over 1000 Vietnamese students are studying in New Zealand, at all levels from short-course training to

doctoral research. This puts Vietnamese students as the 3rd largest population of students coming from Southeast

Asia, but does not rank Viet Nam within the top 10 countries of origin.-New Zealand Embassy

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Counseling Agents – Viet Nam

The AEC provides proper training and evaluation of a set number of counseling agents to ensure proper counseling and information is provided to the students.

o This training is continual with monthly, and in most cases, weekly training at the AEC as well as the counseling agents’ offices.

o The AEC also provides workshops for visiting US institutions to introduce their school to the counseling agents we work with to ensure direct communication on such points as admission requirements, programs, school environment, policies and regulations, etc.

o And of course, the AEC provides this training in the local language to ensure accuracy and comprehension since both the students and the counseling agencies themselves often have limited English comprehension.

The AEC evaluates agents based on such criteria as transparency, professionalism, communication, and student

recruitment capacity to ensure quality in the services provided by the counseling agency.

The AEC works with counseling agents around the country, not just in the major cities – we access the students

that you would never see while you are in Viet Nam and who would never be introduced to your institution if it

were not for our mobility within the country.

We conduct seminars, workshops, and student/parent interaction wherever and whenever in Viet Nam. 34

Insiders Tips - Successful Recruitment in Viet Nam

• Finances – Students have money, but just can’t demonstrate how they have the money

• North and South Viet Nam are uniquely different – for example, northern students tend to be applying for post-graduate studies compared to their southern undergraduate counterparts . Recruitment reps should keep this in mind when deciding which city (Ha Noi or Ho Chi Minh City) would be suitable for their student recruitment.

• Introduce your school to the local Vietnamese community in your area

• Be active in supporting your counseling agents – those who receive the most attention are those who recruit the most students

• Reward agents for their work – they will meet far more Vietnamese students in one week than you could ever meet in one year, so provide them with the support they deserve

• Process applications within a set timeline

Vietnamese students select a school based on the following criteria:

• Proximity to relatives or other Vietnamese (geography)

• Availability of scholarships or lower tuition (finances)

• Turn around response for applications – admission results and I-20 processing (time)

• Simplicity of admission requirements and application process – no GMAT®, no TOEFL® option, etc. (comprehension)

• Interaction with the school – the amount of time a school rep communicates with the student, or puts effort into meeting with the student when in country (contact and support)

• Ranking of school (accolades/recognition)35