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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 IDP places students in English speaking destinations United Kingdom IDP OFFICE LOCATIONS Australia Azerbaijan Bahrain Bangladesh Cambodia China Egypt Germany Hong Kong Jordan India Indonesia Korea (South) Kuwait Libya Malaysia Mauritius New Caledonia Oman Philippines Saudi Arabia Singapore Sri Lanka Taiwan Thailand Turkey United Arab Emirates Vietnam www.idp.com Canada North Asia Middle East USA South East Asia South Asia Australasia Australia COUNTRY DESTINATION Australia New Zealand USA Canada United Kingdom SOURCE REGIONS Australasia South East Asia North Asia South Asia Middle East New Zealand IELTS runs English language tests globally IDP IELTS Locations Australia Argentina Bangladesh Cambodia Canada Colombia Fiji Hong Kong India Indonesia Iran Kazakhstan Kenya Korea Kuwait Laos Libya Malaysia Mauritius Mexico Nepal Netherlands www.idp.com New Caledonia New Zealand Oman Pakistan Papua New Guinea Philippines Qatar Russia Singapore Solomon Islands South Africa Sri Lanka Taiwan Thailand Timor Leste Tonga Ukraine United Arab Emirates United States of America Vanuatu Vietnam Market trends Steady growth in international student flows likely to continue International Student Enrolments: Future global estimates International Student Enrolments: 2000-2010 8.0 UNESCO estimates (2009) CAGR = 5.4% 7.0 6.0 Millions of enrolments 5.0 4.0 OECD estimates (2009) 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 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 3.0 2.0 1.0 0.0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011e 2012e 2013e 2014e 2015e 2016e 2017e 2018e 2019e 2020e www.idp.com Source: OECD (2012), Education at a Glance 2012: OECD Indicators, OECD Publishing. Commercial in Confidence 2013 Student decision making, preferences & perceptions IDP’s journey to understand the student experience Outcomes and Impacts of International Education: International Student to Graduate (2008) Buyer behaviour of active prospects, current students and alumni (2009) IDP Customer Value Analysis (2008) IDP Student Satisfaction (every 6 www.idp.com months) IDP Brand Positioning Research (2009-10) 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 International Student Buyer Behavior Research ~ August 2012 ~ Consideration set, Need Recognition & country perceptions, Problem Awareness influencers, information sources – traditional and digital Key factors and preferences, impact of rankings, social media and social networking Information Search Evaluation of Alternatives Purchase Expectations versus Satisfaction Post Purchase Evaluation How do students choose where to study? COURSE COUNTRY INSTITUTION First factor decided Second factor decided Usually third factor decided 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 www.idp.com Commercial in Confidence 2013 Student perceptions • Students were asked to rate their perception of the main English speaking countries on: Affordable Leader CAN Australia Canada UK US www.idp.com Quality of education Leader US Safe Leader CAN Graduate employment opportunities Leader AUS, US, CAN Government student visa requirements/ policies Leader CAN, AUS Worst Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 Best Key drivers of destination choice 16% International recognition of qualification 16% Quality of education 11% Home country recognition of qualification 10% Post study work opportunities in study country 7% Affordability 6% Safety Availability of scholarships 5% Migration/ PR opportunities 5% Ability to work part-time 4% Distance from home country 4% Lifestyle 4% Institution location 4% Family / friends living or studying in country 4% Ease of obtaining a student visa 4% www.idp.com Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 All students Key drivers of institution choice India China Middle East Singapore Malaysia International ranking/ reputation of the institution #1 International recognition by potential employer International recognition by potential employer Affordable course/ tuition fees International recognition by potential employer International recognition by potential employer #3 Attractive course structure/ content Attractive course structure/ content International recognition by potential employer Affordable course/ tuition fees Attractive course structure/ content #4 Affordable course/ tuition fees Attractive course structure/ content Attractive course structure/ content Affordable course/ tuition fees #2 Key secondary driver: City location of the institution www.idp.com Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 Social media and its influence Majority of students have an active social media account 95% 91% 91% 89% Social media’s influence on decision to study overseas % Influenced 79% China 61% India Malaysia Singapore India China Middle East Social networking Micro blogging Instant messaging 31% Middle East 27% Malaysia 27% Singapore 13% Key influences via social media: • Overseas education institution profiles • Other overseas students’ profiles • Suggestions from family and/or friends www.idp.com Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 Thank you, Merci ! 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