Dublin City University

Marketing DCU in China

March 2010

www.dcu.ie

“The education system in Ireland is one of the best in the world”

2007 Independent IMD World Competitiveness Report.

‘The danger of not responding adequately to the challenge of internationalisation is tremendous as

the best academic institutions are competing intensely to attract the best talent.’

(Universitat Politècnica de Catalunya (2008) From International Relations to Internationalisation. International

Policy Plan, 2008-2015, p4. https://www.upc.edu/sri/strategy/)

‘…no comfort should be taken from the conclusion that Ireland is in the same position as many other countries. These countries are already putting in

place their internationalisation strategies and Ireland must do likewise if it is achieve the overall vision set out in SSTI of being one of the world’s

leading knowledge economies.’ (Forfas, Ireland’s Int’l Engagement in SSTI, 2008, p23)

www.dcu.ie

Dublin City UniversityFacts & Figures

10,000 + students

(1,851 international students from 114 countries, 230 + Chinese)2100 postgraduates

600 by research700 staff (300 academic)Annual research expend. ~ €40m

www.dcu.ie

Facilities

State-of-the-art library with over 1,200 seats, 400 computer workstations and 250,000 volumes, access to hundreds of e-journals and databases

The Helix –Performing Arts Centre

Restaurants

Dedicated labs

Accommodation100 + Clubs and Societies

www.dcu.ie

Key Questions

What is the projected economic growth rate for China for 2009-2012

Are Chinese students still going to travel abroad for education during a global recesssion?

How many Chinese students go to Ireland for education? How would you project the percentage growth rate over the next few years if any?

What status has a foreign degree in China?

www.dcu.ie

Brand Development -Why DCU?

www.dcu.ie

Designed to be different Research in DCU is at the cutting

edgeLink between industry and

academia Personalised attention DCU’s programmes meet the

needs of China’s economy Location –Destination Dublin -

City Truly international

Brand development –how?

Through strategic partnerships Ranking Liaison Office in Beijing Scholarships Career Support Consistent student support

Chinese website

Parents look for Safety

Quality of Education –investment

University Ranking – especially in Shanghai

Information on location, accommodation, facilities and visas

www.dcu.ie

Students look for

Information on DCU programmes and life

Assistance with the application process

Assistance with the visa application process

Scholarships

www.dcu.ie

Marketing through people

Graduates/Alumni

Educational Agents

Recruitment Fairs

Satisfied students

www.dcu.ie

Positioning: Partner Universities in China

www.dcu.ie

Who is the right partner?

Who is the key person?

Establishing agreements

Joint Programmes, staff training and research

Who are DCU’s partner universities?

Capital University of Economics and Business (CUEB)Northeastern University (NEU)Beijing University of Posts & Telecommunications (BUPt)Wuhan UniversityBeijing University of Technology (BJUT)Hangzhou Dianzi University (HDU)Xiamen UniversitySichuan UniversityChina Three Gorges University

www.dcu.ie

General Entry requirements and pricing

www.dcu.ie

•Senior High School Certificate, GAOKAO•Primary Degree with 80% to 85% in key subjects

•Evidence of their competence in the English language •Pricing

Popular DCU Programmes in China

Dublin City University Business School Accounting, Marketing, E-commerce, Finance and Capital Markets

Faculty of Engineering & Computing Telecommunications Engineering, Electronic Systems, Software Engineering , Bioninformatics

Faculties of Humanities & Social Sciences Education and Training, Intercultural Studies

www.dcu.ie