Outreach and Recruitment in China: Successful Strategies and Suggestions May 28, 2015 NAFSA Conference Boston, Massachusetts
Presenters: Christina Chandler EducationUSA Regional Coordinator, Northeast Asia Donald Holder Vice Principal, High School Affiliated to Peking University Xiao Liu Recruitment Representative, Middle Tennessee State University Crystal Liu EducationUSA Adviser, Beijing American Center
Presentation Topics: Chinese educational culture and trends A wide variety of locations and markets to expand marketing and recruitment Successful techniques for reaching audiences throughout China
Chinese Secondary Education System • Traditional High School System International Divisions • • Policy Changes and Analysis
Historical Context • The exam system as the defining factor in social mobility. • An emphasis on the standardization of content and form. • Looking to the classics as the guide and ideal.
What’s Happening Now Things are not much different!
The Stages of Learning: The Ideal Compulsory Edu Senior Middle University to School to Grade 12 Grade 9
The Stages of Learning: The Reality University 6 Million Freshmen Senior Middle School to Grade 12 15 Million Kids in Grade 12 Compulsory Edu to Grade 9 30 Million Kids in Grade 9
Four million students wanting a university education, but unable to get it or have already chosen to go abroad Where can they go?
Changes Coming: The Gaokao • Six year initiative • Different pathways to university acceptance • Revised Curriculum Standards starting in 2015-16 The semblance of choice vs. the reality
Changes Coming: The Private Sector • International Divisions are now being pushed out of public schools en masse. • Over the next three years the government will be pushing to privatize education for students going abroad. • A select few programs will continue to be in public schools.
What does this mean to you? What’s in a name: Do you know who is running the school? • Do you know who’s controlling the data? • Assume every school is a business with profit motivations • first and foremost Basically no oversight other than a few curricular • requirements and income reporting
What Makes a “Good” Chinese Student? Insight into the Chinese Style of Education, Examination & Higher Ed Options TING HUA!!!! (Obedience ）
What Makes a “Good” Chinese Student? Insight into the Chinese Style of Education, Examination & Higher Ed Options US & China Higher Ed Comparison BRUTAL COMPETITION New High School Enrollment Percent Graduates HEI # For RANKING US 2,184,600 66.20% 3,300,000 4,726 China 6,469,438 43.1% 15,000,000 2,491
What Makes a “Good” Chinese Student? Insight into the Chinese Style of Education, Examination & Higher Ed Options Typical Chinese Examination: Repeat & Recite Multiple Choice Standard Format of Essay GPA vs. Desired Students ?
Is there such a thing as “Chinese Students”? Categories of Chinese students to study abroad: • “Instant Blend In” • “1-3 Month” • “6-12 Month”
Considerations in Marketing and Recruitment Strategies Recent Policies Related to HEIs outside of China: • Limit Recruitment for Majors Where Jobs are Limited • Tighten Control of Collaborative Programs
Considerations in Marketing and Recruitment Strategies Trends, Niche Markets and Tips: • Student Age in Study Abroad Programs • Major Ranking vs. University Ranking • Segment your market • Chinese Social Media • WeChat, Weibo, QQ, etc. • Student worker (Chinese) • Beyond Beijing and Shanghai (local MoE & EducationUSA)
http://www.nationsonline.org/o neworld/china_administrative_ map2.htm
http://www.china-briefing.com/news/2013/05/16/chinas- provincial-gdp-figures-in-2012.html
PROVINCE ECONOMY Liaoning Heavy industry, ports, mining, hi-tech, fashion, electronics, IT, industrial engineering Sichuan Agriculture, forestry, natural gas, hydroelectric power, software, automotive/aerospace, tourism Yunnan Environmental science, arts & culture, mountains, minorities, metals, minerals, hydropower, tobacco, agriculture, tourism Hainan Island Tourism, marine science, tropical agriculture, automotive, biopharmaceuticals Jiangsu Commerce, finance, IT Gansu Heavy industry, oil and gas, agriculture, manufacturing, petrochemicals Chongqing Automotive, electronics, hi-tech, telecommunications
How do I get there??
Trains from Shanghai to: Kunshan: 20 min / $6 Suzhou: 32 min / $10 Nanjing: 2 hours / $36 Xuzhou: 2hrs 46 min / $78
Marketing and recruitment suggestions for outreach beyond Beijing and Shanghai Chinese Language – materials and promotion Address parents Webinars and Skype: Admissions / International Student Office Current Students or Alumni Topics of interest to Chinese students/parents Chinese social media: Short videos, messages, pictures, etc.
Social Media in China
If you could only choose one… www.yogadz.com
Share your techniques and ideas! • Please discuss within your group and make a list of ideas on a flip chart • Choose 1-2 best practices to present to us • Keep talking to each other to share tips on how to reach Chinese students!
Follow up: Christina Chandler: cchandler@educationusa.info http://www.educationusachina.com / Donald Holder: dholder@pkuschool.edu.cn educationusachina Xiao Liu: xiao.liu@mtsu.edu http://weibo.com/educationusa / Crystal Liu: LiuJX3@state.gov
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