"Do rankings make a difference in marketing your institution?" Dr Robert Coelen attempting to give...

"Do rankings make a difference in marketing your institution?"

Dr Robert Coelen attempting to

give Dr Neil Kemp’s presentation

TNE AND E-DELIVERYPARTNERSHIPS

STAFF

STAFFRECRUITMENT

STAFF EXCHANGES

ARTICULATION

RESEARCH COOPERATION

STAFF - DEPARTMENT- INSTITUTIONALCAMPUSES

COLLABORATIVE DELIVERY

TEACHING COOPERATION

STUDENTS

CURRICULUM -COURSES – TEACHING –

LANGUAGES

INTERNATIONAL STUDENT RECRUITMENT

UK STUDENT MOBILITY

INTERNATIONALISATION

STUDENT EXCHANGES

International student marketing – Marketing plan and promotional strategies

• Product – programmes, research university

• Place – which markets

• Promotion – communications strategy

• Positioning – DIFFERENTIATE from competitors

• Price

and all:

- informed by research and analysis

- underpinned by investment

High correlation research led universiites and international success (THS 2008)

UK university International students

International student revenue (Euro millions)

Manchester 7,300 56

LSE 5,700 54

Nottingham 6,500 50

Oxford 6,100 42

Edinburgh 4,300 33

Cambridge 5,400 31

Sheffield 4,400 29

The International Student BarometerTM

All material strictly copyright © IGI Services Ltd 2007

DECISION INFLUENCESDECISION INFLUENCES

Base: 2760

1: Very unimportant 4: Very important

1.5 2 2.5 3 3.5 4

Research quality

Reputation

Teaching quality

University scholarship/ bursary

Cost of study

Course length

Personal safety

Recommendation

Response time

Location

Social life

Work opportunities

Social atmosphere

Friends here



WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE?WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE?

Base: 2799

40%

35%

32%

22%

20%

20%

16%

16%

16%

10%

10%

8%

7%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

University website

Friends

Teacher / tutor

Prospectus

University visit

Parents

Staff at a presentation

Alumni

Current students

Sponsor

Education UK website

League tables

British council



WHICH INFLUENCE WAS THE MOST IMPORTANT?WHICH INFLUENCE WAS THE MOST IMPORTANT?

Base: 1796

17%

12%

9%

8%

7%

7%

5%

5%

4%

4%

2%

2%

1%

1%

1%

1%

1%

1%

11%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Teacher/tutor/lecturer where I studied previously

University website

Staff of the university at a presentation

A visit to the university

Parents

Friends

Alumni of the university

Sponsor

University Prospectus

Current students at this university

Published league tables

Staff of the university at an education exhibition

An employer

Independent website

British council


Home country government advisory service

Newspaper or magazine article

Other

Concluding remarks

• If you are not ranked now you will be• The Oscars used to be simple once, but now…….• The more dependent universities become on

international students as a source of finance the greater the use of league table results (if positive !)– more frequent use in UK, AUS, US, than elsewhere

• Should ranking tables influence your marketing ?



WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE?WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE?

Base: 2799

40%

35%

32%

22%

20%

20%

16%

16%

16%

10%

10%

8%

7%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

University website

Friends

Teacher / tutor

Prospectus

University visit

Parents

Staff at a presentation

Alumni

Current students

Sponsor


League tables

British council

What was most important ?

• Thank you for putting up with me instead of Neil !

"Do rankings make a difference in marketing your institution?" Dr Robert Coelen attempting to give...

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