Crm at university of nottingham malaysia campus
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Transcript of Crm at university of nottingham malaysia campus
CRM at University of Nottingham Malaysia Campus
Stephen DoughtyVice-Provost (Teaching and Learning) University of Nottingham Malaysia Campus
Overview • Context of the University of Nottingham
– Branch Campus vs Home Campus– Recruiting Institution vs Selective Institution– Challenges in student recruitment
• Experience in use of CRM– Hobsons EMT Connect– Hobsons EMS Made Offer
• Conclusion
Malaysia Campus1998. Invited by then Education Minister Dato’ Sri Najib Tun Razak to Establish a Branch Campus.
Fully Integrated Branch Campus of the University of Nottingham UK.MQA Self Accrediting Status, May 2010.Tier 5 (Excellent) SETARA’11 Rated.MYRA 3* rated 2012.
The Concept• A UK style education – curriculum, pedagogy, systems,
language, resources• The “Nottingham” experience – leadership from
seconded staff• Multi-campus schools – academic units at the
campuses are part of the School at the UK campus• Student exchange and mobility• International staff and international students• Research active• UK in origin and style but locally embedded
Malaysia Campus - A Brief History
• Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur.
• Programmes in Electronic & Electrical Engineering, Business Studies and Computer Science.
• First Student intake; September 2000.
• Student Numbers
2000-01: 86
2001-02: 196
2002-03: 435
• Malaysia Campus: A Brief History
• Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur.
• First Student intake; September 2000
• First Postgraduate Graduation; January 2002
• First Undergraduate Graduation; January 2004
• Moved to the new campus at Semenyih; September 2005.
• Around 4800 students as of October 2013.
Student NumbersTotal International
• Sept 2003 650 162 (25%)• Sept 2004 950 230 (24%)
• Sept 2005 1400 420 (30%)• Sept 2006 2000 600 (30%)• Sept 2007 2750 986 (36%)• Sept 2008 3224 1213 (38%)• Sept 2009 3520 1337 (37%)• Sept 2010 3780 1436 (38%)• Sept 2011 4170 1550 (37%)• Sept 2012 4679 1526 (33%)• Sept 2013 4774 1437 (30%)
Aug-07
Aug-08
Aug-09
Aug-10
Aug-11
0
100
200
300
400
500
600
Academic
Support
Total
2007 2008 2009 2010 20110
5
10
15
20
25
30
35
40
45
50
Undergraduate
Post Graduate
2007 2008 2009 2010 2011 20128
10
12
14
16
18
20
Mar-08 Mar-09 Mar-10 Mar-110
500
1000
1500
2000
2500
3000
3500
4000
Foundation
UG
PGT
PGR
Total
Staff
ProgrammesStudents
Number of
Schools
Student Growth• Steady numbers growth over the years• In line with projections and plans• Healthy mix of local and international students
All managed with “traditional” recruitment methods
…. So why the discussion of CRM ?
• Realisation that sustaining larger intakes in an increasingly competitive arena meant the need to change approach.
• Changing expectations of prospective students.
The Branch Campus problem …• Nottingham University in the UK is SELECTIVE
• UNMC is RECRUITING
The UNMC CRM Experience
Hobsons EMT connect• Implemented in Jan 2013
– Targeted communications to prospects– Scheduled and ad-hoc communication plan
• Required internal process changes– Greater engagement from Faculties– Data cleansing required– Refined processes
• Outcome – improvements in comms quality• Outcome – more strategic comms• Outcome – better tracking and efficiency
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18/03/2013 22/03/20133054 3052762 1019160 249
8 12Click on application 30 42
38 59Click on foundation link 13 16Click on planned activities and events link 94 139Click on programmes link 34 60
8 11Replied to Enquiries
Click on fees and scholarships link
Total ReceivedViewedClick on any linkClick on accommodation link
Data Tracking:Open Day email alert (March 2013)
Hobsons EMS – Made Offer• Trialled in Aug 2013
– Improve communication to offer holders– Improve offer-to-enrolment conversion
• Phased Trial– September 2013 intake
• Removed agent-managed offer holders• Control group• Hobsons “Made Offer” group
– April and July 2014 – Foundation intake
Offer-to-Enrolment Conversion
Total September 2013 56%Hobsons “Made Offer” 61%Non-Hobsons 52%
Difference +9%
Difficult recruitment Year – massive reduction in international recruitment due to visas – lots of offers made but few enrolments – affected %
Note: More analysis under way on these numbers
Conclusion
• Student Recruitment key to UNMCs ongoing growth and success
• CRM needs to be a significant part of the offering to meet those ends
• Nottingham successful implementation of Hobsons CRM platform
Thank You!
Questions and Comments please