International Marketing at BI

• Organisation • Activities

– National market – International market

• India • discussion

BI Markets

• Continuing Education – Norway – Post experience • Youth – Norway – Pre experience • International – All English-taught programmes

Marketing activities Norway

• Media campaigns (online, print, television, cinema’s) • Fairs for potential bachelor & master students • Visits from high school students at campus • Visits from BI students at high schools • Information meetings • Breakfast meetings (academic lecture in a specific subject) • Online-meetings (academic staff and/or a counsellor) • Newsletters • PR-campaigns • Brochures • Direct mail (prospects and students)

International Programmes

• • • • • • • Bachelor of Business Administration Bachelor of Shipping & Finance 7 Pre-experience master programmes – Innovation and Entrepreneurship – – – – – – – Business & Economics Strategic Marketing Management Financial Economics Leadership and Organisational Psychology Political Economy International Management Professional Accountancy Doctoral programmes Executive MBA programmes – General Management – – Energy Management Shipping Management International Summer Programme + transnational programmes in China and Vietnam

Organisation International Marketing

Central: International Office Marketing Department Decentral: Programme Units • BBA • Master Programmes • Ex. MBA programmes Important central support units: • Career service • Alumni service • Admission offices

Development

• From ’the world is our oyster’ to prioritizing selected markets • Increasing involvement of Marketing Department • Development of Niche programmes, e.g. Energy Management, Shipping • Cooperation with international partners – Executive joint programmes – Double degree (master) – Pathway programmes • Transnational education in China and Vietnam

Marketing Activities International • Media campaigns (online, print)

– Horizontal – aggregator sites – vertical

• Fairs • Information meetings

– General/Open – At partner institutions – At agents

country

China India Germany Russia

agent

+ +

Entry modes

fairs

+ +/ + +

On line

+ + + +

print

+ +

sample

sample

sample

Postcard

Students from China and India accounted for nearly one third of all non-EU domicile students at UK HE institutions in 2008/09. The number of students from other EU countries also continued to rise between 2007/08 and 2008/09

Rank

1

Non-EU

China 2 3 4 5 9 10 6 7 8 India Nigeria USA Malaysia Pakistan Hong Kong Canada Taiwan Saudi Arabia

07/08

45,355 25,905 11,785 13,905 11,730 9,305 9,700 5,005 5,615 3,535

08/09

47,035 34,065 14,380 14,345 12,695 9,610 9,600 5,350 5,235 5,205

Diff %

+3.7% +31.5% +22% +3.2% +8.3% +3.3% -1% +6.9% +6.8% +47.2%

Rank

1

EU

Ireland 2 3 4 5 9 10 6 7 8 Germany France Greece Cyprus Poland Italy Spain Netherlands Sweden

07/08

15,260 13,625 12,685 12,625 9,640 8,570 5,605 5,740 3,025 3,195

08/09

15,360 14,130 13,090 12,035 10,370 9,145 6,035 5,690 3,200 3,185

Diff %

+0.6% +3.7% +3.2% -4.7% +7.6% +6.7% +7.7% -0.9% +5.9% -0.3% Source: HESA Students in Higher Education Institutions 2007/08, 2008/09

International Market Challenges

• Norway not well known (as study abroad country) • Why study international business in Norway?

• Finding the right niches: Energy, Shipping etc?

• Perception of Norway as an expensive country • Scandinavia’s/ Norway’s reputation as a region/country where higher education is for ’free’ • Ranking(s) • Two-year master degrees • Growing and aggressive competition – Netherlands, Germany, France, Denmark, Finland, Sweden

India – a case study

• • • • • US$13 billion is spent every year by about 450,000 Indian students enrolled in higher education abroad Over 150,000 students every year go overseas for university education The primary reason for a large number of students seeking professional education abroad is lack of capacity in Indian institutions.

Students of Indian origin are traveling in higher numbers than ever before to pursue higher education abroad Why do Indian students study abroad?

– Quality of education in countries such as India is not as good as it is abroad – They want to experience education in different socio-economic-climatic setting – Education abroad has high symbolic social status value – Education is the best excuse to enter the 'first world' and settle there. Living conditions are better (mainly from materialist point of view) there than where they live.