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Transcript of MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country...
MIKIF2013: Key Success Factors in International Student Recruitment
Christine Faugoo Country Director
Agenda
• IDP Education
• Global industry trends
• International student buyer behaviour
• Key success factors in international student recruitment
IDP Education
www.idp.com
IDP places students in English speaking destinations
SOURCE REGIONSAustralasiaSouth East AsiaNorth AsiaSouth AsiaMiddle East
COUNTRY DESTINATIONAustraliaNew ZealandUSACanadaUnited Kingdom
Australasia
North Asia
South East Asia
South Asia
Middle East
Australia
New Zealand
United Kingdom
USA
CanadaIDP OFFICE LOCATIONSAustraliaAzerbaijanBahrainBangladeshCambodiaChinaEgyptGermanyHong KongJordanIndiaIndonesiaKorea (South)KuwaitLibyaMalaysiaMauritiusNew CaledoniaOmanPhilippinesSaudi ArabiaSingaporeSri LankaTaiwanThailandTurkeyUnited Arab EmiratesVietnam
www.idp.com
IELTS runs English language tests globally
IDP IELTS LocationsAustraliaArgentinaBangladeshCambodiaCanadaColombiaFijiHong KongIndiaIndonesiaIranKazakhstanKenyaKoreaKuwaitLaosLibyaMalaysiaMauritiusMexicoNepalNetherlands
New CaledoniaNew ZealandOmanPakistanPapua New GuineaPhilippinesQatarRussiaSingaporeSolomon IslandsSouth AfricaSri LankaTaiwanThailandTimor LesteTongaUkraineUnited Arab EmiratesUnited States of AmericaVanuatuVietnam
Market trends
www.idp.com
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011e 2012e 2013e 2014e 2015e 2016e 2017e 2018e 2019e 2020e
Mill
ion
s o
f e
nro
lme
nts
7Source: OECD (2012), Education at a Glance 2012: OECD Indicators, OECD Publishing.
International Student Enrolments: 2000-2010
International Student Enrolments: 2000-2010
UNESCO estimates (2009)
Steady growth in international student flows likely to continue
International Student Enrolments:Future global estimates
International Student Enrolments:Future global estimates
OECD estimates (2009)
CAGR = 5.4%
Increased demand for international education is forecasted over next decade
Most forecasts still estimate a CAGR range between 3% and 5% which means somewhere between 5 million and 7 million tertiary students will be enrolled outside their
country of citizenship by 2020
CAGR = 3.0%
In 2010, more than 4.1 million tertiary students enrolled outside their country of citizenship - a CAGR of 7.1% since 2000
Commercial in Confidence 2013
Student decision making, preferences& perceptions
www.idp.com
IDP’s journey to understand the student experience
Outcomes and Impacts of
International Education:
International Student to Graduate (2008)
IDP Customer Value Analysis (2008)
IDP Brand Positioning Research (2009-10)
Buyer behaviour of active prospects,
current students and alumni (2009)
International Student Attitudes - One year on
from the 2009 Buyer Behaviour study (2010)
IDP Student Buyer Behaviour across the
main English Speaking Destination Countries
(2012)IDP Student Satisfaction
(every 6 months)
IDP International Student Buyer Behavior Research
~ August 2012 ~Consideration set,
country perceptions, influencers,
information sources – traditional and digital
Key factors and preferences, impact of rankings, social media and social networking
Expectations versus Satisfaction
Need Recognition & Problem Awareness
Information Search
Evaluation ofAlternatives
Purchase
Post Purchase Evaluation
HOT
OFF THE
PRESS...
www.idp.com
How do students choose where to study?
Driven By:• Personal Interest• Employment outcomes• Affordability
Driven By:• International recognition• Quality of Education• Home country recognition• Destination employment
opportunities• Affordability
Driven By:• Rankings & reputation• Affordable fees• International recognition• Course structure
COURSEFirst factor decided
COUNTRYSecond factor decided
INSTITUTIONUsually third factor decided
11Commercial in Confidence 2013
www.idp.com
LeaderCAN
LeaderUS
LeaderCAN
LeaderAUS, US,
CAN
LeaderCAN, AUS
UK
Australia
US
Canada
Affordable
Quality of education
Safe
Graduate employment opportunities
Government student visa requirements/ policies
• Students were asked to rate their perception of the main English speaking countries on:• Students were asked to rate their perception of the main English speaking countries on:
Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012
Student perceptions
Worst Best
www.idp.com
Key drivers of destination choice
13Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012
4%
4%
4%
4%
4%
4%
5%
5%
6%
7%
10%
11%
16%
16%
Ease of obtaining a student visa
Family / friends living or studying in country
Institution location
Lifestyle
Distance from home country
Ability to work part-time
Migration/ PR opportunities
Availability of scholarships
Safety
Affordability
Post study work opportunities in study country
Home country recognition of qualification
Quality of education
International recognition of qualification
All students
www.idp.com
Key drivers of institution choice
14
International ranking/ reputation of the institution#1ChinaIndia Middle East Singapore
Key secondary driver: City location of the institutionKey secondary driver: City location of the institution
Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012
Malaysia
International recognition by
potential employer
International recognition by
potential employer
International recognition by
potential employer
International recognition by
potential employer
International recognition by
potential employer
Attractive course structure/
content
Attractive course structure/ content
Attractive course structure/ content
Attractive course structure/ content
Attractive course structure/
content
Affordable course/ tuition fees
Affordable course/ tuition fees
Affordable course/ tuition fees
Affordable course/ tuition
fees
#2
#3
#4
www.idp.com
Social media and its influence
Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012
Majority of students have an active social media account
Majority of students have an active social media account
Social networking
Micro blogging
Instant messaging
Social media’s influence on decision to study overseas
Social media’s influence on decision to study overseas
Key influences via social media:
• Overseas education institution profiles
• Other overseas students’ profiles
• Suggestions from family and/or friends
13%
27%
27%
31%
61%
Singapore
Malaysia
Middle East
India
China
% Influenced95% 91% 91% 89%79%
Malaysia Singapore India China Middle East
Thank you, Merci !