Standing Out From The Crowd How Can Governments, Institutes, and - PowerPoint PPT Presentation

This document was created before Parthenon joined Ernst & Young LLP on August 29, 2014, and has not been updated to reflect the combination. Standing Out From The Crowd How Can Governments, Institutes, and Private Providers Collaborate to Create International Education Hubs and Differentiate their Brand Abroad? Prepared by The Parthenon Group for British Council’s Going Global 2014, Miami

Parthenon’s Education Practice Education Sector Projects Completed by Parthenon Parthenon Offices

International students are an crucial opportunity for universities and governments to pursue UK 400K Students =$8B Revenue Canada 100K Students =$3B Revenue USA 600K Singapore Students ~30KStudents =$13B =$0.5B Revenue Revenue Dubai ~6KStudents =$0.1B Australia Revenue 300K Students =$6B Revenue

What can universities do to internationalize? 2 1 Recruit international Establish foreign students branch campus

Many brands already offer offshore degrees in growing hubs like Dubai, Singapore, and Malaysia 1 2 Recruit Establish foreign international branch campus students UAE Malaysia Singapore

Lower fees in these new education hubs widen the base of students universities are able to attract 1 2 Recruit Establish foreign international branch campus students 30 $23K $22K 20 $19K $12K Home Home $10K 10 $9K Home Dubai Singapore Vietnam 0 RMIT University University of Wollongong University of Newcastle

It’s important to understand specific characteristics of the location before choosing to go abroad 1 2 Recruit Establish foreign international branch campus students Employability in Market Demand Regulations Repatriation Market Setting up a foreign branch campus requires high capex

Total demand for international higher education in- country from key source countries continues to increase 1 2 Recruit Establish foreign international branch campus Enrolment in U.S., Australia, and UK by students Selected Source Countries, 2005 - 2011 800K Vietnam Vietnam Malaysia Malaysia Vietnam South Korea Malaysia 600 South Korea Malaysia South Korea Malaysia South Korea India Malaysia India South Korea 400 South Korea India India India India 200 China China China China China China 0 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 Will international students continue to go abroad?

The most highly ranked universities are still primarily in the West 1 2 Recruit Establish foreign international branch campus students Top 200 University Rankings by Country, 2008-12 n=200 n=200 n=200 100% Others Others Others China China 80 Australia Australia China Developed Asia Developed Asia Australia Developed Asia 60 Europe Europe Europe 40 US + Canada 20 US + Canada US + Canada 0 2008 2010 2012 No. of Chinese 6 6 2 Universities in Top 200

Agent use continues to increase in key source markets 1 2 Recruit Establish foreign international branch campus students Students Using Agent Channel in Korea and China for Overseas Education, 2008-10 300K 206K 200 176K 161K Korea Korea Korea 100 China China China 0 2008 2009 2010 50% 50% 50% China Penetration 70% 70% 70% Korea Penetration

Agents also the biggest influencers on parents 1 2 Recruit Establish foreign international branch campus students Q: [For parents] Who are the key influencers when Q: [For parents] What are the key selection selecting a program to enrol in? criteria when selecting an agent? 93% Other University Partner Quality Recommendation Agent use continues to increase in key source markets Agency 48% Credentials Percent Selected 37% 30% Knowledge & Professional- 15% ism Counselor Family Friends Teacher Colleagues Parent Selection Members Criteria

Provision of sales support from the university is the key driver in building effective relationships with agents 1 2 Recruit Establish foreign international branch campus students Q: [For Agents] What are key factors that influence your decision to promote an institution? 100% Incentives Quality of Institution Quality of Institutions Product 1. Courses delivered with high-quality standards Offerings Variety of Courses 2. Good reputation relative to what it offers High-Quality Marketing Material is Sales Support Includes: Critical to: • In-Office Visits • Build brand amongst students Sales • Build program familiarity among agents • Responsiveness (Enquiry Time) Support In-Office Visits • Fairs and Exhibitions Support • Help agents close leads • Quality of Marketing Materials • Act as informal training refresher • Help build rapport with counsellors Agents from China, India, and Indonesia

Lower academic requirements via pathways allow for increased access from international students 1 2 Recruit Establish foreign international branch campus students Average India Board Exam Requirements, Regular versus Pathway Programs 80 Standard Entry Requirement 60 40 Pathway Requirement 20 0 Academic Requirements

Governments, universities, and employers must work together to create attractive international education hubs 1 Raise Awareness Developing an Education Hub 2 3 Enhance the Expand Value Access Proposition

Local government organizations are essential for universities and governments to share resources to best promote themselves abroad Promote programs that leverage your core strengths Make students imagine themselves in your location by focusing on quality of life factors Maintain relationships with quarterly trips and strong partnerships Create localized materials available online and via social media

Case Study: ASEAN Scholarships in Singapore were designed to attract the best students from the region Singapore Global Schoolhouse Policies Asean Low Admissions Rate 12% Scholarships Tuition Scheme Reimbursement Government Scholarships available for talented students Work During Degree Allowed 16 hours per week Scouts sent all over ASEAN Government Recruitment? Work After Education Allowed Students may stay for 3 years Allowed to stay to look for job May look for 1 year Students with scholarships must Requirement to stay? work for 3 years Singapore’s full scholarships and eligibility for students to work after the degree program attract top talent to their universities and encourage top universities to tap into this talent

Infrastructure and student life are important areas to focus on for local governments • Recruit regionally and strategically Ease to Reach • Partnerships with airlines • Track record promoted of safety Safety • News perception of safety in the area • English is preferred Language • Training in local language • Activities for young people Quality of Life • Affordable lifestyle Strong • Attractive growth sectors • Job Prospects Economy

For students the most critical factor in selecting a location are job placements Q. What are your plans post-completion Q. What are the top reasons that made you want to study abroad? of your current program? 100% 100% Other Go for further education in my country of origin Go for further education in another country Exposureto culture/life 80 in another place 80 Go for further education in Destination Country Migration from country of origin 60 60 Better job prospects than in countryof origin 40 40 Find employment in DestinationCountry Better quality of 20 20 institutions than in countryof origin 0 0 Current Students TransnationalStudents Source: Dubai Current Students and Recent Graduates Survey, n=149 (current students=99; recent graduates=50)

Education hubs need to reflect on how strategic economic areas of growth are reflected in courses Key Development Goals for City Higher Education Enrolment by Discipline, City, 2010-2012 Economic Development – Strategic Thrusts • Travel and Tourism Humanities Engineering and Law • Financial Services Media and • Professional Services Design • Transport and Logistics Services Foundation • Trade and Storage Business Information • Construction Technology Undeclared Social Development – Strategic Thrusts Health and Medicine Architecture and • Quality/Availability of Education Construction 65% of students are • Quality/Affordability of Health Care Tourism and enrolled in Business; Hospitality Natural and Physical Sciences Education Humanities and Law; and Engineering. *Note: See Source Source; Dubai Strategic Plan 2015; TECOM, Falcon team correspondence

Case Study: London’s “Study London” has strategically used partnerships to promote itself as a top destination for international students London (Study London) • London is aiming to capitalize on its wealth of education options; for example in October 2013 London Mayor Boris Johnson travelled around China for a week promoting London • The focus is on London as a destination with all universities working together to pool resources and jointly make London an attractive destination for international students