Recent trends of student mobility and the specifics of recruiting students through agents in Russia
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Transcript of Recent trends of student mobility and the specifics of recruiting students through agents in Russia
Association of Russian Educational Advisors
Recent trends of student mobility and the specifics of recruiting students through agents in Russia
Content ‐ ICEF Berlin 2013:
Dr. Anna Ryzhova AREA Board Member
Association of Russian Educational Advisors (AREA)
Year of foundation – 2007 Member of FELCA (The Federation of
Education and Language ConsultantAssociations)
27 agencies from 10 cities (3 years ofexperience, 3 full-time consultants, legal structure,international education is the main activity)
http://www.studyarea.ru
Russia in the market of international education
The number of the agencies - about 500 (agent-dependant market)
over 50000 for higher education programs (ranked No. 8 source country)
Top destination – the UK (over 70 per cent)
SURVEY – MARCH 2013Russian agencies – AREA members
1. Experienced (the majority – more than 9 years of business activities in this field)
2. 80% - 60-200 students per year3. Number of consultants: more than 5
consultants (50%) or 3-5 consultants (50%)
TOP COUNTRIES OF DESTINATION (Survey 2013) Foreign languages:
ENGLISH – Great Britain, USA, Canada (Ireland)FRENCH – France, Belgium, SwitzerlandSPANISH – Spain, Latin AmericaGERMAN – Germany, Austria, SwitzerlandOther languages/countries – Chinese in China;
Japanese in Japan; Korean in Korea; Italian in Italy
COUNTRIES OF DESTINATION Secondary education: Great Britain,
Switzerland, Canada/USA Higher education: Great Britain, European
countries (Germany, Switzerland, CzechRepublic), USA
Post-graduate education: Great Britain, USA,Canada
Professional (Diploma) programs: Canada,Great Britain, Switzerland
PROGRAMS STRUCTURE Foreign languages – 61 % Higher education – 10% Post-graduate programs – 8% Secondary education – 9% MBA – less than 1 % University preparation – 7% Work and travel/Study and work –
less than1% Professional programs (Diploma) –
3%
TRENDS OF FOREIGN EDUCATION FOR RUSSIA
Overall Trend - increase – 80% (90% in 2011)Language programs – increase – 50% (90% in 2011)Secondary education – increase – 80% (45% in
2011)University preparation – increase – 80% (65% in
2011)Diploma programs – increase – 80% (50% in 2011)Higher education – increase – 100% (90% in 2011)MBA – will remain the same – 80%Work and Travel/Study and work – no comments
MARKETING OF THE AGENCYThe best strategy for agency
success:To concentrate on one/several
destination countries – 30%To concentrate on one/several
programs – 20%To offer a full range of programs/different countries – 50%
MARKETING TOOLS Web‐site – 90% Participation in the fairs – 60% (82% in 2011)
Internet advertising – 60% Presentation for the partners – 60% Publications in newspapers/magazines –20%
Fees taken by the agency
The full package Interview with the student Visa process Program selection Application procedure Language level test Pre-departure orientation Accommodation arrangements Medical insurance Transportation organization Councelling during the program
How the agencies choose the foreign institution feedback of the previous clients – 50% membership in professional associations – 40 % the level of the commission – 40 % accreditation of the study programs – 40% the price of the program for the clients – 30% the diversity of the programs - 20 %
What to consider when marketing in Russia
the speed of the feedback from the institution –100%
flexible approach to the programs structure – 80% (60% in 2011)
level of the commission - 50 % (payment terms & conditions are more important)
Marketing approach
When you concentrate on just one approach, it works better
Agent approach
• Concentration on recruitment through the agents network
Public approach
• Direct contact with the prospective students
Agent vs. Public approach in Russia Factor Agent approach Public approach
Territory +/‐Concentration on some areas with finding key agencies in each of them
+/‐Internet marketing/direct bookings
Expenses + ‐Not targeted
Visa issues + ‐
Time + +/‐Some success is possible if social networking is developed well
Priority destination
+ +/‐Depends on the region
Agent approach• Defining the agents focusing on the market of the country where the
educational institution is located.
WHERE TO LOOK FOR?Workshops, organized with the participation of the professional agents (i.e. ICEF), as well as the activities of the Trade Missions in Russia
HOW TO UNDERSTAND THAT THE AGENCY IS PROFESSIONAL? Membership in AREA (FELCA accreditation) –www.studyarea.ru IATC certificate (ICEF agent course) References of other educational institutions
ACTIVITIES – Agent approach
• Web‐marketing using the agents’ websites• Participation in educational fairs• Publications in the agent brochures • Target seminars with the interested students• Special prices/discounts for the agents (not
available with direct bookings)• Russian‐speaking representative working at the
educational institution or in Russia
Contact information
Anna Ryzhova
Email: [email protected]
Skype: canadapoint_anna
AREA website: www.studyarea.ru