Great Expectations: Managing International Students' Decisionmaking and Preparation Hand-outs for General Session 109 Chair: Pamela Barrett, pamela@bartoncarlyle.com / Pamela.Barrett@i-graduate.org Thursday, 30 May 2013 at 8am Co-Presenter: Matthew R. Beatty, mrbeatty@iu.edu 2013 NAFSA Annual Conference Co-Presenter: Cheryl DarrupBoychuck, cheryl@USjournal.com / cheryl@FundsV.com St. Louis, Missouri USA Cheryl DarrupBoychuck: Overview of trends and techniques in International Enrollment Management Cheryl operates 17 multi-lingual domains that promote U.S. campuses, and recently launched an online funds verification service. GUILTY! A court rules on international recruiting. Nov 2012 http://www.notsoforeign.com/guilty-a-court-rules-on-international-student-recruiting/ Wealthiest US colleges suing students over default loans. 6 Feb 2013 http://rt.com/usa/us-colleges-suing-students-539/ College “sugar babies” date for cash. 26 Feb 2013 http://www.cnn.com/2013/02/26/living/students-sugar-daddy-relationships/index.html?hpt=hp_c2 Jobs, Value and Affirmative Action: A Survey of Parents About College, 20 Mar 2013 http://www.insidehighered.com/news/survey/jobs-value-and-affirmative-action-survey-parents-about-college FirstNaukri.com and London Universities International Partnership help Indian students in UK find jobs at home, Apr 2013 http://www.firstnaukri.com/careers/luip/index.html Canada’s immigration authorities launch a service that matches Canadian employers with skilled foreign graduates, Apr 2013 http://www.cic.gc.ca/english/hire/ Community college grads out-earn bachelor’s degree holders. 26 Feb 2013 http://money.cnn.com/2013/02/26/pf/college/community-college-earnings/index.html?iid=HP_LN Case for blue-collar work: College no longer guarantees success. 19 Feb 2013 http://www.guardian.co.uk/commentisfree/2013/feb/19/college-no-longer-guarantees-success Too Big to Know: Re-thinking knowledge now that the facts aren’t the facts, and the smartest person in the room… is the room. http://www.TooBigToKnow.com/ Education’s investment metaphor misses the point. 26 Jan 2013 http://www.universityworldnews.com/article.php?story=2013012215371593 U.S. ‘ethical crisis’ over foreign recruitment. 28 Feb 2013 http://www.timeshighereducation.co.uk/news/us-ethical-crisis-over-foreign-recruitment/2001977.article Internationalization has corrupted higher education, 24 Mar 2013 http://www.universityworldnews.com/article.php?story=20130123121736363 NAFSA’s Guide to International Student Recruitment, 2nd Edition, 2009 http://www.nafsa.org/interactive/core/orders/product.aspx?catid=5&prodid=187 Knowing What to Sell, When, and to Whom. Mar 2006 http://hbr.org/2006/03/knowing-what-to-sell-when-and-to-whom/ar/1 Robert S. McNamara and the Evolution of Modern Management. Dec 2010 http://hbr.org/2010/12/robert-s-mcnamara-and-the-evolution-of-modern-management/ar/1 Transparency Can Cut Costs, 11 Apr 2013 http://www.insidehighered.com/views/2013/04/11/essay-importance-transparency-cutting-college-costs Students Shocked by Debt, 17 May 2012 http://amestrib.com/sections/news/ames-and-story-county/students-shocked-debt.html Augustana College: No fancy words, no funny numbers. Mar 2013 http://www.augustana.edu/x55573.xml Return on Education: Clark University. Mar 2013 http://www.clarku.edu/return-on-education/ A decade of declining admissions yields for US colleges. 19 Dec 2012 http://monitor.icef.com/2012/12/a-decade-of-declining-admissions-yields-for-us-colleges/

Funds Verification for International Education: Improving efficiency and integrity of the process. May 2013 https://www.FundsV.com/ To keep your customers, keep it simple, Apr 2013 http://www.executiveboard.com/exbd/marketing-communications/decision-simplicity/index.page Ten Ways Data-Mining will Transform Higher Education, 16 Aug 2012 http://www.teachthought.com/trends/10-ways-data-mining-will-transform-higher-ed/ Today’s marketers use research like a drunkard uses a lamp post for support, rather than for illumination. -- David Ogilvy http://www.brainyquote.com/quotes/authors/d/david_ogilvy.html#A587dhSqTrC1yzBv.99 An Avalanche is Coming: Higher Education and the Revolution Ahead. Mar 2013 http://www.ippr.org/images/media/files/publication/2013/03/avalanche-is-coming_Mar2013_10432.pdf Pamela Barrett: Data-based recommendations for improving communications with prospective students With 25 years of experience in international higher education, Pamela is a consultant and Director of North America for i-graduate. There is a range of factors which confer competitive advantage to educational institutions. Understanding our students is essential in today’s competitive environment. Using data from the world’s largest international student satisfaction survey (the International Student Barometer, http://www.i-graduate.org/northamerica), we look at understanding how students decide, what factors and channels are important to them in making these choices, and how satisfaction impacts on recommendation. We look at what the data tell us about how these factors differ between markets, key market drivers, and what institutions can do to improve their communications with prospective students. We also need more than ever to understand the markets / countries and cultures from which our students originate and in which we work. In addition to the standard journals, we recommend these resources:

http://www.eiu.com/ The Economist Intelligence Unit http://www.worldbank.org/ World Bank Economic Outlook Data and Education Statistics http://www.oecd.org/statistics/ Organization for Economic Cooperation and Development Statistics http://www.unesco.org/new/en/education United Nations Education, Scientific, and Cultural Organization http://www.zinch.com/ Zinch, with particularly useful material on China http://www.obhe.ac.uk/ The Observatory on Borderless Higher Education http://www.capgemini.com/wwr12 The Capgemini / RBC Global Wealth Report 2012 http://www.cgsnet.org/ Council of Graduate Schools http://www.iie.org/atlas Institute of International Education (IIE)’s Project Atlas http://www.iiebooks.org/stmoandinofh.html Student Mobility and the Internationalization of Higher Education http://monitor.icef.com/ ICEF Monitor, offering market insight http://www.reuters.com/ Reuters, which publishes interesting insights in global education

Matthew R. Beatty: Customizing recruitment and marketing content to manage expectations of international students Matt manages international undergrad recruitment at the University of Minnesota, and chairs its International Recruitment Committee. There are many demands on the staff members charged with managing international student enrollment, and in an IEM strategy, we need to consider not just recruitment, but how to leverage marketing, promotion, admissions, student services, and academic programs to meet the institution’s broader strategic goals. In this section we look at the real-world demands of an institution’s recruitment cycle within the IEM context. In addition, we will discuss how to address communication challenges while effectively delivering accurate information to better manage new student expectations. 1) Setting the institutional IEM (International Enrollment Management) context 2) Identify roadblocks and critical challenges when communicating with prospective international students 3) Unintended marketing consequences and samples of misleading advertisements 4) How Indiana University “manages these expectations” through recruitment and other promotional messages

o International student body https://istart.iu.edu/dashboard/

o Career services http://www.indiana.edu/~career/

o Estimated costs http://ois.indiana.edu/admissions/explore/costs.php http://ois.indiana.edu/about/is_fee.php

o Interactive application checklist http://sunapsis.iu.edu/