10/10/2014
Australian International Education Conference 2014 www.aiec.idp.com 1
The Indonesian student market: decision-making process and the role of agents
Irene Jansen & Mervin Bakker
Indonesia?
Source: Nationaal Archief
250M people
15-24 years: 50M
APEC
G20
ASEAN
> 80% Islamic
Democracy
Diversity
> 3,000 HEIs
> 96% private HEIs
+/- 5M students in HE
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Study abroad market
3
United States 22%
Australia 30%
Japan 5%
Germany 5%
Netherlands 4%
Others 8%
Malaysia 26%
Source: Nuffic, 2013
Surveys
• Two surveys: undergraduate/postgraduate markets • Period: 2013-2014 • 1,933 respondents: 1,205 (PG) & 728 (UG)
• Focus on Jakarta/Java
• One survey: Activities of Commercial Recruiting Agencies in Indonesia Based on a survey by Linda Preil, DAAD Jakarta, in 2013
• Period: 2013, 1st quarter
• 9 respondents (out of 10)
• Agencies were selected based on their geostrategic focus: Europe, incl. Germany
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Overview
• Prospective student survey
• Profile of prospective students
- Why?
- What?
- How?
• Orientation process
- Sources of information
- Role of agents
• Conclusion & recommendations
Why study abroad?
17%
57%
72%
54%
41%
15%
5% 1%
38%
25%
5% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Top 5 for prospective postgraduate students 1. Better quality of education 2. Improve career prospects 3. Experience living abroad / foreign culture 4. Improve English language 5. Broaden view on life / world
Top 5 for prospective undergraduate students 1. Better quality of education 2. Broaden view on life / world 3. Become more independent 4. Improve career prospects 5. Experience living abroad / foreign culture
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What to study?
7% 5%
9%
18%
5%
10%
4%
1% 1%
8%
4% 3%
8%
4% 2%
11%
1%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
8
How to fund my studies? - postgraduate
86%
11%
55%
10%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Scholarship from host country
My parents or family will pay
Indonesian scholarship
I will pay for it myself
Loan
Study abroad without scholarship?
Yes, 53% No, 47%
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9
How to fund my studies? - undergraduate
68%
58%
56%
11%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Scholarship from host country
My parents or family will pay
Indonesian scholarship
I will pay for it myself
Loan
Yes, 71%
No, 29%
Study abroad without scholarship?
Sources of information
9%
33%
30%
7%
22%
3%
50%
13%
40%
23%
45%
9%
10%
36%
12%
13%
10%
0% 10% 20% 30% 40% 50% 60%
Parents/family
Friends/fellow students
School lecturer/advisor
Agent
Alumni
Employer
Education agency/embassy
TV/radio/papers/magazines
Own search on Internet
Social media
Website of institution
Blogs
Rankings
Education fairs
Exchange student/lecturers
Student associations
Relatives/ friends thereTop 5 for prospective postgraduate students 1. National agencies/embassies 2. HEI websites 3. Online search 4. Education fairs 5. Friends/fellow students
Top 5 for prospective undergraduate students 1. Online search 2. Parents family 3. National agencies/embassies 4. Friends/classmates 5. Teachers/school advisors
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Online behaviour
Website Type
1. Google Search engine
2. Facebook Social media platform
3. BlogSpot Blogging site
4. You Tube Video sharing site
5. Yahoo Search engine / (news) portal
6. Kasus Social media platform
7. Wordpress Blogging site
8. Detik Search engine / (news) portal
9. Twitter Social media platform
10. Blogger Blogging site
11. Tokobagus Advertising site
12. Wikipedia Free encyclopedia Source: Alexa.com, March 2014
Social Media
12
• Facebook: 50M accounts (#4 in the world)
• Twitter: 29M accounts (#5 in the world)
Source: MediaBistro.com
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Sources of information
9%
33%
30%
7%
22%
3%
50%
13%
40%
23%
45%
9%
10%
36%
12%
13%
10%
0% 10% 20% 30% 40% 50% 60%
Parents/family
Friends/fellow students
School lecturer/advisor
Agent
Alumni
Employer
Education agency/embassy
TV/radio/papers/magazines
Own search on Internet
Social media
Website of institution
Blogs
Rankings
Education fairs
Exchange student/lecturers
Student associations
Relatives/ friends there
Agents? - 7% (PG)
- 28% (UG)
Role of agents
It seems there is a limited role for agents as source of information,
but...........67% (PG) to 91% (UG) indicates they make use of agents at a certain point in the orientation/application process.
What for?
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The role of agents - postgraduate
8%
15%
15%
16%
11%
11%
13%
11%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Advice on destination country
Advice on institutions
Information on institutions
Support with application
Visa information
Visa arrangements
Information on accommodation
Accommodation arrangements
The role of agents - undergraduate
Advice on destination country
Advice on institutions
Information on institutions
Support with application
Visa information
Visa arrangements
Information on accommodation
Accommodation arrangements
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Activities of Commercial Recruiting Agencies in Indonesia Based on a survey by Linda Preil, DAAD Jakarta, in 2013
Dr. Irene Jansen Director of DAAD Regional Office Jakarta
DAAD Study on Commercial Recruiting Agencies
• Client Groups
• Subjects of Interest
• Tools
• Services Provided
• Cost / Benefit
• Sources of Information
• Conclusion & Recommendations for HEI
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0
20
40
60
80
100
120
140
160
2010 2011 2012 exp. 2013
Agencies Chosen for Survey: Based on Focus on or Inclusion of Germany
Orga 1
Orga 2
Orga 3
Orga 4
Orga 5
Orga 6
Orga 7
Orga 8
Orga 9
Origin of Advice Seeking Students
63%
18%
7%
5%
4%
3%
Java
Sumatra
Kalimantan
Sulawesi
Bali
Papua
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Services Offered to Level of Intended Degree
Bachelor Master Ph.D.
No 0 1 3
Yes 9 8 5
N.A. 0 0 1
0
1
2
3
4
5
6
7
8
9
10
Am
ou
nt
of
org
anis
atio
ns
Importance of Clients
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SMA/K Bachelor Master
Not at all important Slightly important Fairly important
Important Very important N.A.
89%
11%
0%
Types of Students Sent
Bachelor Master Ph.D.
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DAAD Visitors January – July 2014: Academic degree
22
34
24
21
16
31
16
5 3
2 2 1 1 1 1 1 1
36
22
31
23
27
30
35
0
5
10
15
20
25
30
35
40
January February March April May June July
Pe
rso
n
Month
Bachelor degree
Master degree
Doctor, Prof.
pupils, parents
Source: Survey of DAAD visitors’ questionnaire
Subjects of Interest
Language and Cultural Studies
Arts and Music
Social Sciences
Agricultural Science and Forestry
Law and Economics
Science and Maths
Medicine and Health Studies
Engineering
Always Frequently Occasionally Rarely Never N.A.
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Agencies’ Marketing Tools
Others
Booth at education fairs
Open House events
Phone marketing
Teacher recommendations
Word of mouth
Social media
Advertising mail
Homepage
Presentations in SMA/SMK
Very important Quite important Fairly important Slightly important Not at all important No statement
funding-guide.de
summerschools.de
phdgermany.de
research-in-germany.de
youtube.com
study-in.de/eb/
daadjkt.org
daad.de/international-programmes
daad.de/deutschland
Very important Quite important Fairly important Slightly important
Not important I don't know this website Not applicable
Importance of Websites as Source of Information
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Once a
year
Once
every 6
months
Once
every 3
months
Once
every 2
months
Once a
month
No
answer
Home
page 0 % 0 % 22 % 0 % 67 % 11 %
Flyer 11 % 0 % 56 % 0 % 22 % 11 %
Social
Media 0 % 0 % 11 % 0 % 78 % 11 %
How often do you update your information about studying in Germany on your...?
Others
Youtube.com
Goethe Institute
Google.com
German Embassy Jakarta
Word of mouth
Own experience
Alumni
Importance of Other Sources
Very important Quite important Fairly important
Slightly important Not important
33%
56%
11%
0% 0%
Usefulness of those Websites
Very useful Fairly useful
Slightly useful Not at all useful
N.A.
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0 1 2 3 4 5 6 7 8 9 10
Others
English language course in Germany
English language course in Indonesia
Entrance exam in Indonesia for German "Studienkolleg"
TOEFL preparation course
Health Check
Registration at University
Availability of staff via Twitter, Facebook etc.
Help with passport
Entrance exam in Germany for German "Studienkolleg"
German language course in Germany
Consultation on choosing a university
Finding accommodation in Germany
Flight booking to Germany
Counseling for parents
Registration at "Studienkolleg"
German language course in Indonesia
Help with visa application process
Opening a bank account
Assistance in compiling a CV
Consultation on the subject to study
Workshops on life and study in Germany
Services Offered
All-inclusive service package costs approx. 8,500€
Price Composition
30%
20%
80%
40%
30%
40%
50%
20%
50%
40%
10%
50%
35%
25%
25%
50%
20%
40%
10%
10%
35%
35%
25%
30%
Orga 9
Orga 8
Orga 7
Orga 5
Orga 4
Orga 3
Orga 2
Orga 1
Language course Pre-departure Post-departure
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Language Training of Teachers
22%
67%
0% 11%
regularly
sometimes
no training
no response
Summary of Findings
• The number of agencies seems to be growing (orga. 8, 6 fairly new)
• Student demand seems to be growing (100 % of agencies report an increase) • Presentations in schools are most important marketing tools for agencies • Testimonials from friends and alumni play a key role in agencies’ marketing strategy • Agencies do not always make sufficient use of relevant websites • Agencies do not regularly update their websites (only 67 %: “once a month”) • The services agencies offer do not cover placement • Costing is often not transparent • Only 22 % of agencies state that their foreign language instructors are trained regularly (67 % “sometimes”)
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Conclusion / Advice to HEI (1/2)
• HE Institutions and language Schools in the receiving country should make sure that their agencies abroad meet their expectations with regard to the service they provide. Check if agency’s website is up to date! Understand agency’s costing policy! • HE Institutions should also engage with school teachers (SMK / SMA) responsible for prep. classes and info sessions on studying abroad, to assure quality and relevance of information and service. Make sure YOUR messages get conveyed, and that up to date information is disseminated!
Conclusion / Advice to HEI (2/2)
• HE Institutions need to check the competencies and training of language teachers engaged in prep. courses. Provide extra language instruction and / or teachers’ training if needed! • Since testimonials add authenticity, and information from friends play a major role, marketing-support can be provided by current and recent Indonesian students studying abroad.
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11
General conclusions
• Indonesia’s study-abroad market is growing steadily
• Opportunities for all types of HEIs especially in subject areas: business/economics, social sciences and engineering.
• Scholarships are important, but majority indicates to have sufficient funding in case scholarship is not granted
• Main motivation: quality
• Postgraduate: career perspective, English
• Undergraduate: personal development
• Information gathering: mix of online sources and personal contact
• Postgraduate: home institutions are very important
• Undergraduate: parents are most influential
Recommendations
• Communication: emphasis on quality, personal/professional development and English
• Online communication: consider making a landing page in Bahasa
• Undegraduate: focus on parents (e.g. safety element)
• Working with good agents will add value to your marketing efforts
• Postgraduate: institutional cooperation important in outreach
• Alumni are a prime source of information for students and your HEI
• Consider awarding scholarships dedicated for Indonesian students
• Come over!
36
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Thank you for your kind attention.
E-mail: [email protected] Twitter: @mervinbakker Mobile: +62 81112566611 E-Mail: [email protected] Twitter: @DAAD_Indonesia Facebook: DAAD Indonesia Mobile: +62 8111088052
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