standing out from the crowd · standing out from the crowd how can governments, institutes, and...
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Standing Out From The CrowdHow Can Governments, Institutes, and Private Providers Collaborate to Create International
Education Hubs and Differentiate their Brand Abroad?
Prepared by The Parthenon Group for
British Council’s Going Global 2014, Miami
This document was created before Parthenon joined Ernst & Young LLP on August 29, 2014, and has not been updated to reflect the combination.
Parthenon’s Education Practice
Education Sector Projects Completed by Parthenon
Parthenon Offices
International students are an crucial opportunity for universities and governments to pursue
Canada 100K Students
=$3B Revenue
UK 400K Students
=$8B Revenue
Australia 300K Students
=$6B Revenue
USA 600K
Students =$13B
Revenue
Singapore ~30KStudents =$0.5B Revenue
Dubai ~6KStudents =$0.1B Revenue
What can universities do to internationalize?
Establish foreign branch campus
Recruit international students
1 2
UAE
Malaysia
Singapore
Establish foreign branch campus
Recruit international
students
1 2
Many brands already offer offshore degrees in growing hubs like Dubai, Singapore, and Malaysia
Vietnam
Home $9K
$23K
Dubai
Home $12K
$22K
0
10
20
30
RMIT University University of Wollongong University of Newcastle
Singapore
Home $10K
$19K
Establish foreign branch campus
Recruit international
students
1 2
Lower fees in these new education hubs widen the base of students universities are able to attract
Market Demand Regulations Employability in Market Repatriation
Setting up a foreign branch campus requires high capex
It’s important to understand specific characteristics of the location before choosing to go abroad
Establish foreign branch campus
Recruit international
students
1 2
India
China
South Korea
Malaysia
India
China
South Korea
Malaysia
India
China
South Korea
Malaysia
India
China
South Korea
Vietnam Malaysia
India
China
South Korea
Vietnam Malaysia
India
China
South Korea
Vietnam Malaysia
Total demand for international higher education in-country from key source countries continues to increase
Enrolment in U.S., Australia, and UK by Selected Source Countries, 2005 - 2011
0
200
400
600
800K
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Will international students continue to go abroad?
Establish foreign branch campus
Recruit international
students
1 2
0
20
40
60
80
100%
2008
Developed Asia
Europe
US + Canada
Others
Australia
n=200
2010
Developed Asia
Europe
US + Canada
Others
Australia
n=200
2012
Developed Asia
Europe
US + Canada
Others
Australia
n=200
ChinaChina China
6 6 2No. of ChineseUniversities in Top 200
The most highly ranked universities are still primarily in the West
Top 200 University Rankings by Country, 2008-12
Establish foreign branch campus
Recruit international
students
1 2
0
100
200
300K
2008
China
Korea
161K
2009
China
Korea
176K
2010
China
Korea
206K
50% 50% 50%China Penetration
70% 70% 70%Korea Penetration
Students Using Agent Channel in Korea and China for Overseas Education, 2008-10
Establish foreign branch campus
Recruit international
students
1 2
Agent use continues to increase in key source markets
Agents also the biggest influencers on parents
Q: [For parents] Who are the key influencers when selecting a program to enrol in?
Counselor
Percent Selected
93%
Family Members
48%
Friends
37%
Teacher
30%
Colleagues
15%
Q: [For parents] What are the key selection criteria when selecting an agent?
Parent Selection Criteria
Other
University Partner Quality
Recommendation
Agency Credentials
Knowledge & Professional-
ism
Agent use continues to increase in key source markets
Establish foreign branch campus
Recruit international
students
1 2
Quality of Institution 1. Courses delivered with high-quality standards 2. Good reputation relative to what it offers
Quality of Institutions Variety of Courses
In-Office Visits • Help agents close leads • Act as informal training refresher • Help build rapport with counsellors
High-Quality Marketing Material is Critical to: • Build brand amongst students • Build program familiarity among agents
Sales Support Includes: • In-Office Visits
• Responsiveness (Enquiry Time)
• Fairs and Exhibitions Support
• Quality of Marketing Materials
Product Offerings
Agents from China, India, and Indonesia
Incentives
100%
Sales Support
Q: [For Agents] What are key factors that influence your decision to promote an institution?
Establish foreign branch campus
Recruit international
students
1 2
Provision of sales support from the university is the key driver in building effective relationships with agents
Lower academic requirements via pathways allow for increased access from international students
0
20
40
60
80
Standard EntryRequirement
Academic Requirements
Pathway Requirement
Average India Board Exam Requirements, Regular versus Pathway Programs
Establish foreign branch campus
Recruit international
students
1 2
Governments, universities, and employers must work together to create attractive international education hubs
Developing an
Education Hub
Raise Awareness
Enhance the Value
Proposition
Expand Access
1
3 2
Local government organizations are essential for universities and governments to share resources to
best promote themselves abroad
Promote programs that leverage your core strengths
Make students imagine themselves in your location by focusing on quality of life
factors
Maintain relationships with quarterly trips and strong
partnerships
Create localized materials available online and via
social media
Low Admissions Rate 12%
Government Scholarships Tuition Scheme Reimbursement available for talented students
Work During Degree Allowed 16 hours per week
Government Recruitment? Scouts sent all over ASEAN
Work After Education Allowed Students may stay for 3 years
Allowed to stay to look for job May look for 1 year
Requirement to stay? Students with scholarships must work for 3 years
Case Study: ASEAN Scholarships in Singapore were designed to attract the best students from the region
Singapore’s full scholarships and eligibility for students to work after the degree program attract top talent to their universities and encourage top universities to
tap into this talent
Singapore Global Schoolhouse Policies
Asean Scholarships
Infrastructure and student life are important areas to focus on for local governments
Ease to Reach
Language
Safety
Strong Economy
Quality of Life
• Recruit regionally and strategically • Partnerships with airlines
• Track record promoted of safety • News perception of safety in the area
• English is preferred • Training in local language
• Attractive growth sectors • Job Prospects
• Activities for young people • Affordable lifestyle
For students the most critical factor in selecting a location are job placements
0
20
40
60
80
100%
TransnationalStudents
Better job prospectsthan in country of origin
Better quality ofinstitutions
than in country of origin
Migration from country of origin
Other
Exposure to culture/lifein another place
Q. What are the top reasons that made you want to study abroad?
Source: Dubai Current Students and Recent Graduates Survey, n=149 (current students=99; recent graduates=50)
0
20
40
60
80
100%
Current Students
Go for further education inDestination Country
Find employment inDestination Country
Go for further education inanother country
Go for further education in my country of origin
Q. What are your plans post-completion of your current program?
Natural andPhysical Sciences Education
Tourism andHospitality
Architecture andConstruction
Health andMedicine
Undeclared
InformationTechnology
Foundation
Media andDesign
EngineeringHumanitiesand Law
Business
Education hubs need to reflect on how strategic economic areas of growth are reflected in courses
*Note: See Source Source; Dubai Strategic Plan 2015; TECOM, Falcon team correspondence
• Quality/Availability of Education
• Quality/Affordability of Health Care
• Travel and Tourism
• Financial Services
• Professional Services
• Transport and Logistics Services
• Trade and Storage
• Construction
Economic Development – Strategic Thrusts
Social Development – Strategic Thrusts
Key Development Goals for City Higher Education Enrolment by Discipline, City, 2010-2012
65% of students are enrolled in Business; Humanities and Law;
and Engineering.
Case Study: London’s “Study London” has strategically used partnerships to promote itself as a
top destination for international students
• London is aiming to capitalize on its wealth of education options; for example in October 2013 London Mayor Boris Johnson travelled around China for a week promoting London
• The focus is on London as a destination with all universities working together to pool resources and jointly make London an attractive destination for international students
London (Study London)
About The Parthenon Group’s Education Practice
The Parthenon Group is a leading advisory firm focused on strategy consulting, with offices in Boston, London, Mumbai, San Francisco, Shanghai, and Singapore. Parthenon has served as an advisor to the education sector since 1991. Parthenon’s Education Practice – the first of its kind across management consulting firms – has an explicit mission and vision to be the leading strategy advisor to the global education industry. To achieve this, Parthenon invests significantly in dedicated management and team resources to ensure that our global expertise extends across public sector and non-profit education providers, foundations, for-profit companies and service providers, and investors. Parthenon also has deep experience and a track record of consistent success in working closely with universities, colleges, states, districts, and leading educational reform and service organizations across the globe. Learn more about our Education practice at www.parthenon.com/industries/education
Ashwin Assomull Partner [email protected] + 91-22-67442500
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