Market Diversification Strategies and Risks · Market Diversification Strategies and Risks Pamela...
Transcript of Market Diversification Strategies and Risks · Market Diversification Strategies and Risks Pamela...
Market DiversificationStrategies and Risks
Pamela Barrett
CEO & Director, Barton Carlyle
Interim Director, Global Engagement
University of London International Programmes
©All material strictly copyright Barton Carlyle 2015
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Source: Parthenon Group 2014, using UNESCO datahttp://www.parthenon.com/parthenon_proj/
Global Student Mobility Student Flows: SouthEast Asia Student Flows: China
GLOBAL STUDENT MOBILITY
GLOBAL STUDENT MOBILITY
Source: British Council (2015)Infographic at: http://mobility.britishcouncil.kiln.it/
China → UK84,790 students in 2013
Student Mobility into the UK
GLOBAL STUDENT MOBILITY
274,439 students from China in the USA account for 31% of total international students in that country
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International Education contributes $16.3 billion to the Australian economy (2013-14). It is the country’s largest services export. South East Asia remains the largest single source market (TNE and direct student recruitment)
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UK market share has declined, dependence on China remains a feature3
Consider: China as competitor (TNE and inflow recruitment from region) as well as largest single source of supply 4
https://www.insidehighered.com/news/2015/09/11/will-china-slowdown-stall-growth-
international-students
https://www.insiehighered.com/news/2015/09/11/will-china
-slowdown-stall-growt
h-international-
students
See: www.economist.comAlso: https://www.insidehighered.com/news/2015/09/11/will-china-slowdown-stall-growth-international-students
Market Dependence: Issues
Over-reliance on single sources creates concerns
Financial dependence a major issue
Competition intensifying can have a disproportionate impact
Need to calculate market share and cost of recruitment carefully
Reputation/branding perceptions important
Understanding student choice (gauging response in market)
Retention takes on more significance
Student satisfaction and student outcomes increasingly important
Measuring effectiveness of recruitment essential
Monitoring impact of change through ongoing market research
Manage and maintain positive agent/mediator/govt relationships well
INTERNAL DYNAMICSNeed for coherence with institutional strategy, effort
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ICEF Glasgow
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Diverse and relevant programme portfolio and delivery modes2
Faculty/Academic Staff Engagement3
Appropriate budget/resourcing
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5 Focus on delivering excellent processes for retention throughout the student lifecycle
GOOD Practice
Use effective market research, market intelligence and scanning1
Use student choice research2
Consider scaleability vs niche activity3
Use insight as well as data4
Market Development
Market Penetration
Product Development
Market Development
Diversification
Present
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Pamela Barrett, Director Barton CarlyleE: [email protected]: (44) 7788 600 388www.bartoncarlyle.com
THANKS
For your participation!