Global Student Mobility: Insights and Implications for ...
Transcript of Global Student Mobility: Insights and Implications for ...
© 2015 World Education Services, Inc. All rights reserved. wes.org/RAS 1
International Education Association of Australia (IEAA) Webinar
Global Student Mobility:
Insights and Implications for Your
Recruitment Strategy
Rahul Choudaha, Ph.D. Chief Knowledge Officer & Senior Director of Strategic Development
World Education Services, New York
[email protected] | wes.org/ras
May 21, 2015 | 11:00AM AEST
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About World Education Services
• World Education Services (WES):
• Non-profit mission
• New York & Toronto office
• 40 years’ experience
• 215 staff
• Information, analysis and insights on international higher education systems,
institutions and students
• Research-based consulting solutions on student mobility, international
enrollment, and transnational education
• Access FREE research reports and free monthly newsletter at wes.org/RAS
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How do you maximize the impact of your resources
to achieve international student enrollment goals?
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The central message
• Complex, changing and competitive landscape of global student mobility is
making it difficult for institutions to meet enrollment goals
• Towards sustainable enrollment strategies by:
• Understanding student segments and adapting recruitment strategies
• Understanding student mobility trends and preparing for emerging markets
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Towards sustainable international student
enrollment strategies
Quick-Fix Sustainable
Quantity Quality
Reactive Proactive
Disjointed Integrated
Anecdote Evidence
Source: Choudaha, Rahul (2015). Is your international enrolment strategy sustainable? University World News
http://bit.ly/WESframework
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Student decision-making processes
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“…higher education is a professional service
characterized by a high level of experience
qualities which make the purchase risky and
means that branding is important as a source of
reassurance to students about the quality of
what they will receive”
High stakes, high expectations…
Mourad, Ennew, and Kortam (2010) “Descriptive Evidence on the Role of Corporate
Brands in Marketing Higher Education Services”, Service Science 2(3), pp. 154-166.
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Complex decision-making…
Cubillo, Sánchez & Cerviño (2006) "International students' decision‐making process", International Journal of Educational Management, 20(2), pp.101 - 115
Personal Reasons
Country Image
City Effect
Purchase
Intentions
Institution Image
Program Evaluation
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Adapting to information search behavior and needs
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Institutions need to make choices…
“Strategy renders choices about what not to
do as important as choices about what to do.”
Source: Michael Porter “What is Strategy?” Harvard Business Review
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Questions to inform enrollment strategy
Informed Enrollment Strategy
Who? Identifying Segments
Where? Prioritizing Markets
How? Mapping Channels
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Understanding student mobility trends and
preparing for emerging markets
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Mobility drivers of push, pull and surprises
Two major external factors changed the dynamics between source and
destination countries:
• The 9/11 terrorist attack in 2001
• The global financial in 2008
Destination US UK Australia
2000 23% 11% 5%
2009 17% 13% 7%
> Australia and UK became attractive, until recession hit
Source China Japan Korea India
2000 7% 5% 4% -
2009 19% - 5% 7%
> Demographics & economic growth fueling aspirations
Source: Choudaha, R. & De Wit, H. (2014). Challenges and Opportunities for Global Student Mobility in the Future. In Streitwieser, B. Editor,
Internationalization of Higher Education and Global Mobility (pp19-33).
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The China effect
Michigan State University
• 3 out of 4 international undergraduate students are from China
• Up from 44 to 3,848 between Fall 2004 to Fall 2014
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Economy trumps quality as mobility driver
Source: Perkins, R. & Neumayer, E. (2014). Geographies of educational mobilities: Exploring the uneven flows of international students,
The Geographical Journal, 180(3), 246–259.
• International student flows in terms of share of the global total in 2009:
• Developing to developed = 56%
• Developing to developing = 18.3%
• Developed to developed = 24.6%
• Developed to developing = 0.9%
• The newly industrializing economy (NIEs), a subset of developing countries,
accounted for two-fifths of all outflows to any destination country in 2009
• Destination “countries’ university quality...has a comparatively small
influence over student-based migration patterns. Far more important is per
capita income in the destination country, together with a number of relational
variables which affect the monetary and psychic costs of particular cross-
border mobilities.”
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Diaspora attracts more students
• Strong network effect explains destination choice
• The presence of country nationals at destination tends to act as a magnet for
international students.
• The effects of diaspora outweigh the traditional role of previous colonial ties
Source: Beinea, M., Noëlc, R., & Ragotd, L. (2014).
Determinants of the international mobility of students. Economics of Education Review, 41, 40–54
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Preparing for emerging source countries
with the rise in economic prosperity
Top 10
Countries of
outward
mobility
2012
Total number of
outwardly
mobile students
2012
Australia
Enrollment
(#Rank)
2012
UK
Enrollment
(#Rank)
2012
US
Enrollment
(#Rank)
Income Level
China 694,400 87,497 (#1) 76,913 (#1) 210,452 (#1) Upper Middle Income
India 189,500 11,684 (#3) 29,713 (#2) 97,120 (#2) Lower Middle Income
South Korea 123,700 7,529 (#8) 4,516 (#23) 70,024 (#3) High Income: OECD
Germany 117,600 1,497 (#21) 15,810 (#4) 9,053 (#11) High Income: OECD
Saudi Arabia 62,500 5,392 (#10) 9,773 (#12) 33,066 (#4) High Income: Non-OECD
France 62,400 1,161 (#27) 12,753 (#8) 7,973 (#14) High Income: OECD
United States 58,100 2,849 (#17) 14,810 (#6) N/A High Income: OECD
Malaysia 55,600 17,001 (#2) 12,822 (#7) 6,531 (#20) Upper Middle Income
Vietnam 53,800 11,081 (#4) 3,769 (#26) 15,083 (#7) Lower Middle Income
Iran 51,600 2,452 (#18) 3,372 (#31) 6,763 (#19) Upper Middle Income
Source: UNESCO & World Bank
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Source: Ortiz, A, Chang, L. & Fang, Y. (2015, Feb) International Student Mobility Trends 2015: An Economic Perspective wes.org/RAS
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Source: Fang, Y., Roy, M., & Ortiz, A. (2015, May) Top Emerging Markets for International Student Recruitment wes.org/RAS
Upper Middle Income
Lower Middle Income
Lower Middle Income
Lower Middle Income
Total Outbound (2013) 30,729 53,802 34,999 49,531
Enrollment in US (2013) 13,286 16,579 7,920 7,921
Enrollment in Australia (2013) 789 11,126 8,707 497
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Understanding student segments and adapting
recruitment strategies
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…to achieve desired results
“The secret to achieving a good
marketing ROI is simple:
give customers more of
what they truly want and less of
what they don’t.”
Kumar et al. (2006). Knowing What to Sell, When, and to Whom. Harvard Business Review.
Research
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Informing strategic choices by…
Analytics: The New Path to Value (2010) MIT Sloan Management Review
• Focus on the biggest and highest value opportunities
Segmenting
• Within each opportunity, start with questions, not data
Asking right questions
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Understanding student needs, profiles and expectations
Academic Preparedness
Fin
an
cia
l R
eso
urc
es
Low
H
igh
Low High
STRIVERS
Advancement
HIGHFLIERS
Prestige
EXPLORERS
Experience
STRUGGLERS
Immigration
Source: Choudaha, R., Orosz, K. & Chang, L. (2012). Not All International Students are the Same. wes.org/RAS
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Adapt message and communication channel to target
student segment
48% chose reputation as one of the top 3
information needs
37% selected tuition or cost of living as one
of their top 3 information needs
40% chose location as one of the top 3
information needs
37% plan to attend an intensive English
program in the U.S.
n=4,481 international students applying bachelor’s or master’s degree programs in the US. Source: Chang, L., Schulmann, P., and Lu, Z. (2014). Bridging the Digital Divide: Segmenting and
Recruiting International Millennial Students. wes.org/RAS
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Leverage university network with controlled and credible
digital communication
Bachelor's
(886)
Master's
(3,595)
Doctoral
(371)
University Network
(admissions officers, faculty,
current students, and alumni)
33% 44% 49%
Family 41% 32% 28%
Friends 12% 14% 15%
Educational Consultant 13% 11% 9%
Influencers in Decision-Making Process of Applying to US HEIs Source: Chang, L., Schulmann, P., and Lu, Z. (2014). Bridging the Digital Divide: Segmenting and Recruiting International Millennial Students.
wes.org/RAS
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How do you maximize the impact of your resources
to achieve international student enrollment goals?
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Summary and implications
• Complex, changing and competitive landscape of global student mobility is
making it difficult for institutions to meet enrollment goals
• Towards sustainable enrollment strategies by:
• Understanding student segments and adapting recruitment strategies
• Understanding student mobility trends and preparing for emerging markets
“It is better to be vaguely right than precisely wrong” Gupta & Lehmann (2005) Managing Customers as Investments
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Rahul Choudaha | [email protected]
Questions, comments, experiences…