"do rankings make a difference in marketing your institution?" dr robert coelen attempting...
TRANSCRIPT
"Do rankings make a difference in marketing your institution?"
Dr Robert Coelen attempting to
give Dr Neil Kemp’s presentation
TNE AND E-DELIVERYPARTNERSHIPS
STAFF
STAFFRECRUITMENT
STAFF EXCHANGES
ARTICULATION
RESEARCH COOPERATION
STAFF - DEPARTMENT- INSTITUTIONALCAMPUSES
COLLABORATIVE DELIVERY
TEACHING COOPERATION
STUDENTS
CURRICULUM -COURSES – TEACHING –
LANGUAGES
INTERNATIONAL STUDENT RECRUITMENT
UK STUDENT MOBILITY
INTERNATIONALISATION
STUDENT EXCHANGES
International student marketing – Marketing plan and promotional strategies
• Product – programmes, research university
• Place – which markets
• Promotion – communications strategy
• Positioning – DIFFERENTIATE from competitors
• Price
and all:
- informed by research and analysis
- underpinned by investment
High correlation research led universiites and international success (THS 2008)
UK university International students
International student revenue (Euro millions)
Manchester 7,300 56
LSE 5,700 54
Nottingham 6,500 50
Oxford 6,100 42
Edinburgh 4,300 33
Cambridge 5,400 31
Sheffield 4,400 29
The International Student BarometerTM
All material strictly copyright © IGI Services Ltd 2007
DECISION INFLUENCESDECISION INFLUENCES
Base: 2760
1: Very unimportant 4: Very important
1.5 2 2.5 3 3.5 4
Research quality
Reputation
Teaching quality
University scholarship/ bursary
Cost of study
Course length
Personal safety
Recommendation
Response time
Location
Social life
Work opportunities
Social atmosphere
Friends here
The International Student BarometerTM
All material strictly copyright © IGI Services Ltd 2007
WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE?WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE?
Base: 2799
40%
35%
32%
22%
20%
20%
16%
16%
16%
10%
10%
8%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
University website
Friends
Teacher / tutor
Prospectus
University visit
Parents
Staff at a presentation
Alumni
Current students
Sponsor
Education UK website
League tables
British council
The International Student BarometerTM
All material strictly copyright © IGI Services Ltd 2007
WHICH INFLUENCE WAS THE MOST IMPORTANT?WHICH INFLUENCE WAS THE MOST IMPORTANT?
Base: 1796
17%
12%
9%
8%
7%
7%
5%
5%
4%
4%
2%
2%
1%
1%
1%
1%
1%
1%
11%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Teacher/tutor/lecturer where I studied previously
University website
Staff of the university at a presentation
A visit to the university
Parents
Friends
Alumni of the university
Sponsor
University Prospectus
Current students at this university
Published league tables
Staff of the university at an education exhibition
An employer
Independent website
British council
Education UK website
Home country government advisory service
Newspaper or magazine article
Other
Concluding remarks
• If you are not ranked now you will be• The Oscars used to be simple once, but now…….• The more dependent universities become on
international students as a source of finance the greater the use of league table results (if positive !)– more frequent use in UK, AUS, US, than elsewhere
• Should ranking tables influence your marketing ?
The International Student BarometerTM
All material strictly copyright © IGI Services Ltd 2007
WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE?WHICH OF THE FOLLOWING HELPED STUDENTS DECIDE?
Base: 2799
40%
35%
32%
22%
20%
20%
16%
16%
16%
10%
10%
8%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
University website
Friends
Teacher / tutor
Prospectus
University visit
Parents
Staff at a presentation
Alumni
Current students
Sponsor
Education UK website
League tables
British council