Private and confidential.
Marketing Channel Optimisation: Achieving competitive advantage in higher education recruitment
Fabian MarroneVP of Marketing
22 January 2014
2 Private and confidential.
Lack of strategy and direction
Malaysia has stiff competition when it comes to the recruitment of international and domestic students — the brain drain
Legacy channels are harder to measure
Digital marketing — in-depth reporting, data and analysis
Big data, student profiling and behaviour mapping
Why marketing optimisation?
3 Private and confidential.
9237 people responded
420 of whom were Malaysian
179 countries
184 nationalities
331 lines of enquiry
5 universities and 3 web assets
Survey framework
4 Private and confidential.
Survey framework Demographics and study interests
Information sources and influences
Awareness and engagement
Communication preference and frequency
Final report can be split by:
- aggregated result (domestic, international and total cohort)
- region
- country and nationality
- other groupings (BRICS).
Private and confidential.
Demographics
6 Private and confidential.
48% of respondents have a household income of less than
$USD25k
72% of Malaysians
7 Private and confidential.
14% access information about institutions on a mobile device 20% for Malaysians
8 Private and confidential.
18% of international students are interested in distance
learning and 38% in part-time study
14% and 29% respectively for Malaysians
9 Private and confidential.
MOOCs
Which country do you currently live in -
ResponseVery
interestedPhilippines 39.71%Indonesia 26.42%China (PRC) 25.26%Vietnam 19.09%India 14.02%Singapore 13.82%Malaysia 13.24%
Country/region % very interested Africa 18.11%Americas 25.50%Asia 17.48%Europe 17.56%Oceania 21.47%Total 19.03%
MOOCs Very interested Very interested 19.00%
Private and confidential.
Information sources
11 Private and confidential.
Web, email and online prospectuses and are the top three sources of information
Web, uni fairs and email communications
respectively for Malaysians
12 Private and confidential.
Teaching quality, subjects available,
and academic reputation are the most important (top three)
factors when selecting a university
In comparison, tuition fees rank third for Malaysians
13 Private and confidential.
Scholarships,teaching quality and
academic reputation are the most important (top three)
factors when choosing between two universities
Scholarships, academic reputation and tuition fees
rank in the top three for Malaysians
14 Private and confidential.
Teaching quality is the most important (#1) factor when
selecting an institution
Private and confidential.
Engagement and awareness
16 Private and confidential.
43% are following you on social media
46% of Malaysians are following universities on
social media
17 Private and confidential.
Almost half of Facebook users also use Google+
18 Private and confidential.
Nearly three-quarters of all Chinese respondents are Sina Weibo users, but half also have
19 Private and confidential.
Twice as many people (17.29%) engage with social media
{events and fairs at 8.17%}
In Malaysia, it’s more equal at 55% and 54%
respectively
20 Private and confidential.
Malaysians are more likely to communicate via social media
than the average
21 Private and confidential.
India students have the highest use of social media
Private and confidential.
Communication and frequency
23 Private and confidential.
Throughout their ‘journey’, all students, including Malaysians, want institutions to get in touch via email at a weekly frequency
Private and confidential.
Thank you
Top Related