international marketing strategy

Presenter: Nitin Tickunytten@yahoo.con

Student Recruitment Strategy – CIS

Nations

Market Background: Central Market Background: Central AsiaAsia

KazakhstanKazakhstan Biggest market for British Biggest market for British

Universities. Strong UG Universities. Strong UG marketmarket

Canada: No. 1 destination Canada: No. 1 destination for Bolashak (scholarship) for Bolashak (scholarship) studentsstudents

UK Visas easiest to obtain UK Visas easiest to obtain (in theory), in comparison (in theory), in comparison to Canada and Australia. to Canada and Australia.

KZ is similar to Russia, in KZ is similar to Russia, in terms of Education terms of Education System.System.

Country / Country / RegionRegion

Number Number of of StudentsStudents

RussiaRussia 1000 +1000 +

USAUSA 10001000

CanadaCanada 500500

ChinaChina 300300

Eastern Eastern EuropeEurope

300 300

050

100150200250300350400450500

KZ AZ UZ KG

Business

Social Studies

Engineering

Computer

Law

Central Asia: Students by Subjects

Central Asia Recruitment: 2006-Central Asia Recruitment: 2006-0808

0

200

400

600

800

1000

1200

1400

2006 2007 2008

Kazakhstan

Azerbaijan

Uzbekistan

Kyrgyzstan

Tajikistan

Turkmenistan

The Way Forward - The Way Forward - AgentsAgents

Develop Exclusive Agent NetworkDevelop Exclusive Agent Network

Comprehensive Agent Training, Motivation and Comprehensive Agent Training, Motivation and

SupportSupport

Joint Advertising Budgets, with Channel Joint Advertising Budgets, with Channel

PartnersPartners

Recruitment Specific BonusesRecruitment Specific Bonuses

Annual Recruitment Targets and Constant Annual Recruitment Targets and Constant

Follow Up.Follow Up.

The Way Forward – The Way Forward – Feeder LinksFeeder Links

Develop Feeder Links / Strategic Partnership with Develop Feeder Links / Strategic Partnership with Schools, Colleges / Universities in India, for 2+2 Schools, Colleges / Universities in India, for 2+2 and Post Graduate exchange programme. and Post Graduate exchange programme.

Greater emphasis on collaborative partnership.Greater emphasis on collaborative partnership.

Presentations:Presentations: Engage the Audience, and focus Engage the Audience, and focus on two way communication.on two way communication.

The Way Forward – The Way Forward – Education FairsEducation Fairs

British Council and Local Education FairsBritish Council and Local Education Fairs

Use Academic Staff to for provide marketing edge Use Academic Staff to for provide marketing edge to the campaign.to the campaign.

Seminar / Gathering with students and parents.Seminar / Gathering with students and parents.

The Way Forward – The Way Forward – MARCOMMARCOM

Advertising CampaignAdvertising Campaign

Direct MarketingDirect Marketing / Presentations/ Annual School / Presentations/ Annual School

Colleges / Universities Fests : Colleges / Universities Fests : Brand Awareness Campaign . Brand Awareness Campaign .

Business and Art & Design Colleges in Delhi.Business and Art & Design Colleges in Delhi. Business, Law & Biotechnology Colleges in West IndiaBusiness, Law & Biotechnology Colleges in West India Science-Related Colleges in Chennai.Science-Related Colleges in Chennai. Pharmacy, IT and Engineering Colleges in Hyderabad and BangalorePharmacy, IT and Engineering Colleges in Hyderabad and Bangalore

E-Marketing Strategies: E-Marketing Strategies: Creativity and Active Creativity and Active Communication.Communication.

AgentsAgents

Way Forward Challenges

Dedicated Agent NetworkAgent Identification

Comprehensive Agent Training, Motivation and Support

Time Management

Additional Advertising Budgets

Recruitment Specific Bonuses

Higher Commissions

Increases our RPS (Recruitment Per Students) & Budget. Challenge from other competing universities, willing to pay up-to 20% Commission.

Recruitment Targets and Constant Follow Up.

Agent agreeing to targets and constant persuasion.

Feeder LinksFeeder Links

Way Forward Challenges

•Develop Feeder Links / Strategic Partnership with Schools, Colleges / Universities for 2+2 and Post Graduate Programme.

•Not great for instant recruitment. •Identify Prospective Partners

•Collaboration Feasibility

•Ensuring partnership with a reputed University.

Education FairsEducation Fairs

Way Forward Challenges

Education Fairs: Good promotion tool, quite expensive with lots of participating institutions. Not great for instant recruitment

Use Academic Staff to provide marketing edge to our campaign.

Availability of Time, Motivation, and also increase the budget.

Hold Seminar / Gathering with students and parents, to answer any questions they might be having.

Event Organisation , Logistics and Expenses.

Market AwarenessMarket Awareness

Way Forward ChallengesAdvertising Campaign Very Expensive. Getting the best

rates and deals.

Direct Marketing / Presentations-School & Colleges

Identify institutions, needs ground work, co-ordination, follow up and making it interactive.

College / University Annual Fair Sponsorship

Not a very common strategy, and requires additional budget.

E-Marketing Focus on active communication, strong web presence and creativity.

P.R Campaign(Showcasing what we have to offer)

Expensive, additional expenditure.

MARKETING STRATEGIES

Internal Marketing

RelationshipMarketing

Career Services

MarketPositioning

Education Fairs

Agent NetworkExpansion

Direct, P.R &E Marketing

Database Marketing

Student Recruitment

FeederLinks

Auxiliary Services

Schools, Colleges, Universities

External Marketing

Students, Alumni’s Reference Teachers

Parents

Presentation By: Nitin Tickunytten@yahoo.com