teaching quality - international student marketing and recruitment
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The latest piece of Hobsons’ research from the Hobsons Insight series examines international students’ perceptions and expectations, comparing students looking to study in the UK to those interested in studying in Australia. We’re particularly focused on the comparative results of the UK and Australia however the findings of this report are invaluable to any institution regardless of geographical location as we know students evaluate a number of courses, institutions and destinations in their process of elimination. Download the full report at http://goo.gl/g4NkVM With over 18,000 survey responses across 195 countries and 198 nationalities, globally, this research is the most robust of its kind. We've unpacked the student perception of teaching quality along with other factors of influence in the student decision-making process to help you devise your content strategy when engaging with students online and offline, through all your marketing and recruitment channels.TRANSCRIPT
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#HobsonsInsights – Teaching qualityInternational student marketing and recruitment
Fabian MarroneVP Marketing
April 2014
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Teaching qualityInternational student marketing and recruitment
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Teaching Quality is the most important factor when
evaluating higher education courses, institutions and
countries in which to study
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16 universities across APAC & UK
18,393 students responded
across 195 countries
and 198 nationalities
by 583 lines of enquiry
Survey framework
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Demographics
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Almost 60% of respondents have a household income of less than $25k (USD)
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The UK, the USA and Australia are still the main three countries students consider,
no surprises here!
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Motivations for selecting an institution
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Students choose subject, country then
institution
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The most important factors when considering studying overseas.
Top five Bottom five• Quality of education • Distance from home country
• International recognition of qualifications
• Ability to get permanent residency in destination country after studying
• Country’s attitude to international students
• exposure to culture or life in destination country
• Safety • Ability to work whilst studying
• Ease of getting a visa • Better job prospects in destination country/migration to destination country
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Information gathering, decision making and application
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74% expect detailed email responses within three days
71% expect short email responses within 24 hours
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Students expect universities to be active on
Facebook, YouTube, LinkedIn and Twitter
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At application stage, students would liked to
engage with an institution through YouTube and
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60% of respondents want to use social media to get
to know other students who are also applying and to engage with Alumni
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Almost 60% of every cohort say they’ll never use an
agent in the search process
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South East Asian favour agent assistance in the search process,
they also favour Australia over the UK
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Subjects available to study is the most important factor for students
intending to study in Australia followed by scholarships, tuition
fees and academic reputation
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Unpacking and rebuilding the definition of teaching quality
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Teaching quality is the most important factor when
selecting an institution
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Academic reputation, course ranking and student
satisfaction are the overall greatest determinant for
teaching quality
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The use of technology at an institution ranks high (72%) of respondents
believing it’s an important determinate of teaching
quality
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Using conjoint analysis, the most influential factors of teaching
quality are annual tuition fees, course rankings and university
rankings …
Student satisfaction doesn’t drive decision-making
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‘Instead of just redirecting students to the 'FAQ' page, please take a bit of time to actually respond along with posting a link to the appropriate place or answer.’
Prospective Masters’ student, Pakistan
‘A stronger bond between the university and a student is achieved through social media.’
Prospective student, Pakistan
‘An important factor in the evaluation and selection process is once we get admitted into the university how flexible and responsive is university in dealing with problems of international students.’
Prospective undergraduate student, India
What students say
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‘Give information that is relevant, so that students will feel safe and encouraged to attend the institution. All the necessary information should be stated for the student’s convenience.’
Prospective undergraduate student, Papua New Guinea
“The most important factor is universities’ attitude towards international students.”
Prospective student, India
What students say
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Bringing it all together
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The report is available to download here: http://www.hobsons.com/apac/teaching-quality-international-student-marketing-and-recruitment
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