Marketing International Education in Turbulent Times

Transcription

1 Marketing International Education in Turbulent Times Andrew Disbury Vice Principal & Pro Vice Chancellor (Global Engagement) University of the West of Scotland 4 th October 2017

2 Marketing International Education in Turbulent Times Andrew Disbury Vice Principal & Pro Vice Chancellor (Global Engagement) University of the West of Scotland 4 th October 2017

3 Let s look at 1. The world in which we re living (and working) 2. How it s affecting student decision-making 3. National strategies to attract students (or deter them) 4. Institutional actions and reactions within their national contexts 5. What can we do about it?

4

5 Pressures on HE in UK Fall in demand within Britain over next 5-7 years Predicted upsurge from 2024 Deregulation and privatisation is increasing competition More HEIs widening access Fees focusing minds on ROI for individuals EU recruitment uncertain Overseas competition study in English in Europe

6 How it s affecting student decision making Uncertainty can keep people at home or send them elsewhere Refugees need access European Qualifications Passport for Refugees Unrest can send those with resources abroad Economic policy effects UK students to Netherlands, middle class Chinese cash-rich Trump Bump US students to go abroad, other students to avoid US (visas)

7

8 National Strategies Renowned education system and qualifications, and English-language tuition Policy & funding from the top Strong national brand Single, resourced, energetic delivery agency Welcoming visa arrangements Focus on employability skills Scholarships for high-flyers

9 UK National Strategy Prime Minister s Initiative National brand Delivered in target markets by British Council Education marketing strategy and skills Student visas, post-study work, dependents visas Focus on employability of graduates Chevening Scholarship Programme Numbers rose to 400,000 students in UK

10

11 UK National Strategy 2010-present Students as migrants, but no quotas or upper limits Target to control net migration to UK Compliance industry driven by UKVI Language of brightest and best Differentiation using Teaching Excellence Framework? New departure metrics?

12

13

14

15

16 5 Top Tips No. 1 Target Countries With Outbound Mobility Policies No. 2 Target Students Study Abroad Drivers No. 3 Remove Barriers No. 4 Allay Students Fears No. 5 Celebrate Foreign Students Successes

17 To attract Brits Policies: Current UK focus on outward mobility UK International Unit & British Council Generation UK Tuition fees in England leading to full degrees overseas Focus on employability and language acquisition

18 To attract Brits Drivers Desire to attend high quality institutions Failure to attend desired UK university Student debt issue in England Desire for an international career Opportunity for adventure and enrichment

19 To attract Brits Remove barriers Money tuition, living, accommodation, working Length of study abroad period Lack of information or understanding Visa processes Academic structures credit transfer, value of a foreign degree

20 To attract Brits Allay fears How do I sign up? Will I need a visa? What will I study? Where will I live? What if I am ill? Will I make friends? Will I have fun? Will I get a job afterwards? Will I meet the love of my life? Preventative information Answer practical questions but in an advertising way

21 To attract Brits Celebrate successes Word of mouth viral promotion User generated content show people like me Show examples of how barriers were overcome Accept that foreign students may need to be a loss lead

22 The meek shall inherit the earth, but they ll never increase market share. William G McGowan

23 Institutional actions and reactions In turbulent times, how can we make plans and stick to them? Even in normal times, HEIs are naturally risk-averse How do we cope with the new normal? Connectivity means limitless information & data that we ve no time to access or digest We ve entered a post-truth world where we ve had enough of experts Actually, we have never needed the WHOLE TRUTH more 23

24 What is the goal? More students on campus? More programmes online? More programmes taught overseas? Distance Learning (Online) Study Abroad (Onshore) TNE (Offshore)

25 Strategy and planning INSTITUTIONAL STRATEGIC PLAN ACADEMIC, RECRUITMENT & INTERNATIONALISATION STRATEGIES MARKETING PLANS RECRUITMENT TARGETS RECRUITMENT ACTIONS OUTPUTS GROW-MONITOR- REPEAT

26

27 Data, intelligence, research, insight and decision-making Demand forecasts: mobile student numbers; appetite for international education sources of external data translating data into opportunity insight Matching demand to institutional capabilities Assessing external and internal constraints: financial; regulatory; legal; cultural Assessing internal appetite for (a) change and (b) risk, and changing perceptions / views / prejudices

28 and decision-making To make a case for the strategic direction or operational project you believe in: a) who is key to decision-making and how do they accept / digest information best? b) where are decisions taken and what is the correct route through? c) how do you sell the story of why to do this, and tell the story of how you did it? d) How do you monitor and report progress, and recommend a change of course when necessary?

29

30 What can we do about it? The Student Customer Journey Ambassadors, word-of-mouth promotion, fundraising Alumni and Advancement Marketing and Recruitment Student Experience Bringing in more suitably qualified students Ensuring students are Universal, Work-ready, and Successful

31 Maximising channels to market Direct face-to-face, footfall in market, exhibitions, school visits Partners articulation partners, trusted provenances, high conversion, regular cohorts Agents distribution network, sales and conversion support, conversion to arrival Digital appearing online where our target audiences live, real-time-bidding

32 Dreaming, Believing, Achieving Creating a virtuous circle through the customer journey Designing programmes for the whole picture instead of fragmented parts e.g. programme design for UG-PG, FT-PT, Home-EU-OS, Onshore-Offshore-DL Embed I am UWS graduate attributes across all programmes Encourage individual and team responsibility for overall service and always helping the customer on to the next stage Pricing and positioning simple, competitive fees, targeted discounts, merit scholarships, total package price

33 Step-change in delivery Be brave enough to evaluate our programmes, decide which ones our customers really want identify things we are less good at, either improve or stop develop colleagues capability, manage their performance Be bold about our UWS-ness, develop our brand story, and use it! charging and collecting our fees celebrating the jewels in our crown learning to do good things, and shouting about them

34 Become attractive and irresistible Find out what our audiences think of us Address emotional touchpoints to influence decision-making Secure applicant interest earlier in the cycle Use on-campus and in-country activities to strengthen engagement Use student word-of-mouth messages to bring authentic voice to applicants Move from admitting to matchmaking

35

36

37 In summary We have always operated in turbulent times We will continue to do so It is a shared endeavour no one and no department can do it alone In the face of fake news and alt. truth BE FACTUAL and BE EXPERT

38

39