Post on 12-Feb-2017
Identifying & Analyzing Your Institution’s Marketing Opportunities GLOBAL MARKETING WORKSHOP FOR ACADEMIC LEADERS
Intead Global Marketing Workshop New York City SUNY Global Center June, 2014
PANELISTS
Christine A. Farrugia Senior Research Officer Center for Academic Mobility Research and Impact Institute of International Education (IIE)
Clay Hensley Senior Director of International Strategy & Outreach The College Board
The Big Picture of Global Student Mobility
2025 8 M projected
2011 4.3 M
2005 3.0 M
1995 1.7 M 1985 1.1 M
1975 .8 M
Source: OECD Educa&on at a Glance, 2013
InternaFonal Students in the U.S.
0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000
Academic Level Trends
150,000 170,000 190,000 210,000 230,000 250,000 270,000 290,000 310,000 330,000 350,000 Undergrad
Graduate
How does this group compare?
0 5 10 15 20 25 30 35 40 45 50
Undergrad Graduate Non-‐Degree OPT
41.5 38.0
9.0 11.6
29.8
45.1
11.3 13.8
Overall
This Group
InternaFonal Enrollment as a % of Total Enrollment
1 District of Columbia 10.2% 2 MassachuseOs 9.0% 3 Delaware 7.5% 4 New York 6.7% 5 Rhode Island 6.3% 5 Washington 6.3% 7 Hawaii 5.7% 8 North Dakota 5.6% 9 Indiana 5.5% 10 ConnecWcut 4.9%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2006 2007 2008 2009 2010 2011 2012 2013
Saudi Arabia Vietnam China India Canada Japan South Korea Rest
Approximately 340,000 international undergraduate students in the U.S. in 2013
Top 7 countries
Saudi Arabia & Vietnam
China
Rest of the World
CAGR: +31%
CAGR: +39%
CAGR: -1%
Since 2006
SOURCE: IIE.ORG | OPEN DOORS REPORT 2013
Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries
The U.S. as a Market for InternaFonal Recruitment
Saudi Arabia 30%
China 16%
South Korea 9%
Japan 9%
Brazil 6%
All Other 30%
China 15% South
Korea 12%
8%
Japan 6% 4%
All Other 54%
China 32%
South Korea 12% 10%
All Other 46%
Intensive English Community College Secondary Students
Germany Mexico
Vietnam
110,870 86,778 73,000
What do internaFonal students think about US higher educaFon?
Where does the U.S. have advantages over other countries?
0 10 20 30 40 50 60 70 80 90
Many scholarship opportuniWes
Welcoming of internaWonal students
High quality higher ed
Wide range of schools & programs
Canada Australia U.K. U.S.
What do internaFonal students think about US higher educaFon?
Where does the U.S. have challenges?
0 10 20 30 40 50 60 70
High cost of living
Safe place to study
Difficult/complex visa procedures
TuiWon is expensive
Canada Australia U.K. U.S.
CANADA
CHINA
SOUTH KOREA
VIETNAM
INDIA
SAUDIA ARABIA
U.K.
BUSINESS
16%
29%
16%
13%
17%
18%
38%
ENGINEERING SOCIAL SCIENCES
8%
19%
11%
36%
21%
5%
10%
13%
8%
12%
4%
3%
18%
5%
SOURCE: IIE.ORG | OPEN DOORS REPORT 2013
Who is studying what? International students display varying degrees of interest depending on their home country
Rankings are important, but other factors influence decision-‐making
For example, SAT score send data shows highest receiving institutions are relatively different among sending countries, revealing different outreach efforts by institutions.
INDIA CHINA SOUTH KOREA VIETNAM
Univ. of California Berkeley Cornell University Stanford University MIT Georgia Inst. of Technology
Drexel University Harvard University DePauw University Trinity College
Univ. of California Berkeley University of Michigan New York University Cornell University
University of Illinois Univ. of California Los Angeles Penn State University University of Washington University of Wisconsin
Source: SAT Score sends in academic year 2012-‐2013
SOURCE: THE COLLEGE BOARD | SAT SCORE SENDS IN 2013
2.46
4.54
4.68
4.81
4.87
5.62
5.84
6.18
6.89
7.74
7.84
8.68
9.09
10.17
11.73
Lebanon United Arab Emirates
Canada Nigeria
United Kingdom Ghana Brazil
Singapore Hong Kong
India Pakistan Vietnam Taiwan
South Korea China
Frequency of SAT Score Sends per student Average # of SAT Score Sends per student, by country (top 15 countries)
More than International
Average
Less than International
Average
RelaFve to students in other countries, Chinese students send almost twice as many SAT scores than the average internaFonal student
Int’l Average 6.54
SOURCE: SAT SCORE SENDS IN 2013 FROM STUDENTS IN PERSAN GULF REGION
0 200 400 600 800 1,000 1,200 1,400 1,600 1,800
Northeastern University Harvard College
Georgia InsWtute of Technology Weill Cornell Medical College in Qatar Carnegie Mellon University in Qatar
MassachuseOs InsWtute of Technology Texas A&M University at Qatar American University of Sharjah
University of California: Los Angeles Aramco Services Company
Aramco Saudi Penn State University Park
University of Toronto Stanford University New York University
American University of Beirut University of Michigan
Boston University University of California: Berkeley
NaWonal InsWtute of Technology Karnataka
United Arab Emirates Saudi Arabia Qatar Rest
SAT Score Receipts from students from The Persian Gulf Top 20 institutions receiving scores from students located in The Persian Gulf
InternaFonal students consider opFons within the U.S. and among local insFtuFons
SOURCE: SAT SCORE SENDS IN 2013 FROM STUDENTS IN PERSAN GULF REGION
0 200 400 600 800 1,000 1,200 1,400 1,600 1,800
Northeastern University Harvard College
Georgia InsWtute of Technology Weill Cornell Medical College in Qatar Carnegie Mellon University in Qatar
MassachuseOs InsWtute of Technology Texas A&M University at Qatar American University of Sharjah
University of California: Los Angeles Aramco Services Company
Aramco Saudi Penn State University Park
University of Toronto Stanford University New York University
American University of Beirut University of Michigan
Boston University University of California: Berkeley
NaWonal InsWtute of Technology Karnataka
United Arab Emirates Saudi Arabia Qatar Rest
SAT Score Receipts from students from The Persian Gulf Top 20 institutions receiving scores from students located in The Persian Gulf
InternaFonal students consider opFons within the U.S. and among local insFtuFons
SOURCE: COLLEBOARD.ORG | VISITS FROM CHINA SOURCE: COLLEBOARD.ORG | VISITS FROM CHINA
2.1 Million visits to CollegeBoard.org in 2013 from China
111,941
20,490
25,001
27,298
30,083
30,745
31,216
34,409
56,191
57,432
59,308
68,178
80,660
140,935
221,740
283,487
405,350
459,170
Rest Anhui
Chongqing Hebei Hunan Henan Fujian
Shaanxi Hubei Tianjin Sichuan Liaoning
Shandong Zhejiang Jiangsu
Guangdong Shanghai Beijing
Visits by province in 2013
Baidu 45%
Google 43%
Google 90%
12% 10%
China United States
Other Google Baidu
How are Chinese students accessing CollegeBoard.org? 50% of traffic from China and the United States comes from Organic Search
Of those that access the site through organic search, here is how they get there:
University of Illinois
Urbana Champaign
Stanford University
Harvard College
Cornell University
University of California -‐ Berkeley
New York University
University of California – Los Angeles
Massachusetts Institute of Technology
Princeton University
California Institute of Technology
Yale University
University of Michigan
Boston University
University of Pennsylvania
INDIA CHINA
Search pa]erns
SOURCE: Number of visits to bigfuture.org by IP address | India and China | 2013
Top 10 most visited profiles on BigFuture in 2013
Twitter Weibo Twice as many users as Twitter
Facebook Renren 150M users
YouTube
Youku 2nd largest video site in the world
Chinese Version
Chinese social media
Twitter Weibo Twice as many users as Twitter
Facebook Renren 150M users
YouTube
Youku 2nd largest video site in the world
Chinese Version
WeChat Quickly overtaking apps like Weibo
Chinese social media
Chinese students taking the SAT prefer Business-‐related majors at this stage of their applicaFon process
Province 1st 2nd 3rd 4th 5th Anhui Business Mngmnt & MkWng Biological and Biomedical Sciences Electrical and Electronics Eng Finance Engineering
Beijing Business Mngmnt & MkWng Biological and Biomedical Sciences Finance UNDECIDED Psychology
Chongqing Business Mngmnt & MkWng UNDECIDED Biological and Biomedical Sciences Engineering AccounWng and Related Services
Fujian Business Mngmnt & MkWng Biological and Biomedical Sciences InternaWonal Business EducaWon Finance
Gansu Business Mngmnt & MkWng Business Admin & Mngmnt Biological and Biomedical Sciences Physical Sciences Astrophysics
Guangdong Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Psychology Business/managerial economics
Guangxi Business Mngmnt & MkWng Business Admin & Mngmnt Architecture and Related Services Landscape Architecture Finance
Hebei Business Mngmnt & MkWng Engineering Psychology Biological and Biomedical Sciences Finance
Heilongjiang Business Mngmnt & MkWng Business Admin & Mngmnt Finance Business/managerial economics Computer & Info Sciences
Henan Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Engineering Business Admin & Mngmnt
Hubei Business Mngmnt & MkWng Finance AccounWng and Related Services Engineering Psychology
Hunan Business Mngmnt & MkWng Biological and Biomedical Sciences Business Admin & Mngmnt Physical Sciences Computer Science
Jiangsu Business Mngmnt & MkWng Finance Engineering Biological and Biomedical Sciences Business Admin & Mngmnt
Jiangxi Business Mngmnt & MkWng Finance Computer & Info Sciences Physical Sciences Business/managerial economics
Jilin Business Mngmnt & MkWng Biological and Biomedical Sciences Finance Engineering OTHER
Liaoning Business Mngmnt & MkWng Biological and Biomedical Sciences Business Admin & Mngmnt Finance Computer & Info Sciences
Shaanxi Business Mngmnt & MkWng Finance Engineering Technologies Mechanical Engineering Computer & Info Sciences
Shandong Business Mngmnt & MkWng Finance Engineering UNDECIDED AccounWng and Related Services
Shanghai Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Psychology Engineering
Shanxi Business Mngmnt & MkWng Finance Business/managerial economics Legal Professions and Studies Biological and Biomedical Sciences
Sichuan Business Mngmnt & MkWng Finance Physical Sciences UNDECIDED Computer & Info Sciences
Tianjin Business Mngmnt & MkWng Biological and Biomedical Sciences AccounWng and Related Services Finance Physical Sciences
Yunnan Business Mngmnt & MkWng Finance Biological and Biomedical Sciences UNDECIDED Architecture
Zhejiang Business Mngmnt & MkWng Finance Biological and Biomedical Sciences MathemaWcs and StaWsWcs Psychology
When signing up for the SAT, students indicate which major they would prefer to study
Source: 2013 SAT admins in China
SOURCE: COLLEBOARD.ORG | VISITS TO MAJOR CATEGORIES 2013
However, online we find students from China more frequently visiFng STEM majors
29%
35%
30%
29%
26%
20%
18%
22%
18%
27%
19%
20%
18%
20%
21%
0% 20% 40% 60% 80% 100%
Zhejiang
Jiangsu
Guangdong
Beijing
Shanghai Science Math Technology
Business
Social Sciences
Arts/Entertainment/Sports
Interdisciplinary Studies
Health & Medicine
Public & Social Services
Trades & Personal Services
Visits to major category on CollegeBoard.org, by province 2013: Example of 5 provinces
(with excepWon to Shanghai)
UFlizing Student Search Services
• 27 of the 31 institutions in attendance have an account on the College Board Search site
– Student Search Service – Enrollment Planning Service – Segment Analysis Service
Consider the importance of evaluaFng applicants across various standards
CriWcal Reading, MathemaWcs and WriWng Score Band
East Asia & The Pacific Americas
Europe & Eurasia
South & Central Asia
Middle East & North Africa
Sub-‐Saharan Africa
2250-‐2400 6% 2% 2% 3% 0% 0%
2100-‐2240 14% 5% 6% 9% 1% 2%
1950-‐2090 19% 8% 12% 15% 3% 7%
1800-‐1940 19% 12% 17% 18% 6% 14%
1650-‐1790 15% 15% 18% 18% 10% 18%
1500-‐1640 11% 18% 17% 16% 14% 20%
1350-‐1490 8% 17% 13% 10% 16% 18%
1200-‐1340 5% 13% 9% 6% 15% 13%
1050-‐1190 2% 7% 4% 3% 11% 6%
900-‐1040 1% 2% 2% 2% 11% 2%
750-‐890 0% 1% 0% 0% 10% 1%
600-‐740 0% 0% 0% 0% 1% 0%
Source: College Board analysis; SAT scores by region | administraWon volumes 2012-‐2013
Financing higher educaFon in the U.S.
64% of internaWonal students (81% of undergraduates) rely primarily on personal and family funds to pay for their studies.
Personal & Family Funds
64%
U.S. College or University
21%
Current Employment
5%
Foreign Gov't/ Univ. 7%
Other Foreign Source 2%
Other U.S. 1%
$582 $724
$826 $923 $938
2008-‐09 2009-‐10 2010-‐11 2011-‐12 2012-‐13
Financial Aid awarded to internaFonal undergraduate students
• 28% Public Institutions – Awarded $162M – $704K/institution
• 70% Private Institutions – Awarded $747M – $1.4M/institution
614 680 733 796 809
2008-‐09 2009-‐10 2010-‐11 2011-‐12 2012-‐13
Total Awarded to Int’l Students In millions of dollars
US Institutions awarding financial aid to int’l undergraduates
Source: College Board Annual Survey of Colleges
In 2013, of the 809 insWtuWons that reported giving financial aid to internaWonal undergraduates:
InsFtuFons in the audience awarding financial aid to internaFonal undergraduate students in 2013
Financial aid awarded – Of the institutions in the audience, here is the breakdown of financial aid
• 19 of the 31 institutions reported as giving financial aid to international undergraduate students
• Among the 19 institutions, $40M awarded in 2013 to 2,465 int’l students
– Of the 19 institutions, 9 are private, giving $30 million – Of the 19 institutions, 10 are public, giving $10 million
Using Open Doors® for InsFtuFonal Planning
• Over 60 years of annual data • Campuses eligible to host internaWonal students • Data on students from over 200 countries
The Open Doors project is carried out with support from the Bureau of EducaWonal and Cultural Affairs, U.S. Department of State.
Three Key Uses of Open Doors Data
Context • Origins
• DesWnaWons • Academic
Choices
Bench-‐marking
Campus Advocacy
ConnecFng Open Doors to Other Sources of Data on Campus
• Your insWtuWon’s CRM system
• Leveraging exisWng networks • Individual student behavior
and “micro-‐targeWng” • Tracking students • Social media as data
56,976
74,516
93,789
14,004 13,059 12,740
2011 2012 2013
37,102
52,154
61,044
15,168 18,496
20,702
2011 2012 2013
1.7 M
2 M 2.1 M
1.4 M
1.6 M 1.8 M
2011 2012 2013
Annual visits to Collegeboard.org
SAT registrations by country
Undergraduates studying in the US
SOURCE: COLLEGE BOARD INTERNAL ANALYSIS SOURCE: COLLEGE BOARD INTERNAL ANALYSIS SOURCE: IIE | OPEN DOORS 2013
Analyzing students from China and India at different points along the international recruitment pipeline
Note: 3 graphs on different scales India China
SOURCE: AP EXAMS IN CHINA BASED ON TYPE OF SCHOOL | 2008-‐2013 | 2014 PROJECTIONS
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
2008 2009 2010 2011 2012 2013 2014 (projected)
Self-Study Students
National Schools
International Schools
AP Volumes in China TOTAL CHINA ~38,500
Self-Study 42% of total
National 45% of total
International 12% of total
AP exam volumes have grown due to an increasing interest in North American higher education