international strategic enrolment management at the university of victoria 2015 bccie summer seminar...
TRANSCRIPT
International Strategic Enrolment Management
at the University of Victoria
2015 BCCIE Summer Seminar
Carolyn Russell, Director, Student Recruitment and Global Engagement
Joel Lynn, Executive Director, Student Services
Presentation Overview
•Strategic Enrolment Management Theory
•Current UVic Context – Internal and External
•Ongoing Recruitment Strategies
•Ongoing Retention Strategies
•Questions/Dialogue
Strategic Enrolment Management
Strategic Enrolment Management (SEM) is a comprehensive and coordinated process that enables a university to identify enrolment goals that are aligned with its mission, its strategic plan, its environment, and its resources, and to reach those goals through the effective integration of administrative processes, student services, curriculum planning, and relevant data analysis.
SEM Guiding Principles
•Recruit high quality students•Ensure student success and engagement throughout their educational experience
•Meet enrolment and financial goals of the university
•Build life-long affinity with the university
The purposes of SEM are achieved by:
•Establishing clear goals for the number and types of students needed to fulfill the institutional mission;
•Promoting students’ academic success by improving access, transition, persistence, and graduation;
•Promoting institutional success by enabling effective strategic academic and financial planning;
•Creating a data-rich environment to inform decisions, evaluate effectiveness of strategies, enable continuous improvement;
The purposes of SEM are achieved by:
•Improving process, organizational and financial efficiency and outcomes;
•Strengthening communications and marketing efforts – online and select print publications; and
•Collaboration among departments, faculties, and units across the campus to support institutional enrolment efforts.
The Student Success Continuum
Recruitment / Marketing
Admission
OrientationCo-curricular
supportDegree/goal attainment.
Engaged Alumni
Academic support
RetentionFinancial
Aid
Student’s university career
Classroom experience
The SEM Perspective
Recruitment Funnel
Registration
Application to
Admission
Inquiry to Application
Generate Inquiries
Conversion Conversion
Faculty Connections
MediaEvents
Students
SEM takes much of what we do into account…
•Strategic plan and external factors
•Optimal enrolment•Marketing and communications
•Student recruitment•Financial supports•Program delivery
•Curricular and program development
•Academic Advising•Campus life, facilities•Retention•Career education•Timely graduation•Alumni relations
External factors - Demography
19711975
19791983
19871991
19951999
20032007
20112015
20192023
20272031
20352039
0
50
100
150
200
250
300
350
400
450
500
British Columbia Population and Projections for 18 to 24 year-old cohort
000’
s
Student demand, program changes, societal and governmental expectations
Business & Management
Engineering & Computer Science
Life Sciences & Health
Physical Sciences Humanities
-40%
-20%
0%
20%
40%
60%
80%
100%
84.6%
58.3%
35.4%
8.5%
-24.3%
Program Enrolment Changes 2006-07 to 2013-14
Meeting Targets
UVic Internal 2014/15 Target
Projected 2014/15 Total
Variance from Internal Target
Domestic UG FTE 14,423 13,609 -814
International UG FTE 1,250 1,794 544
Subtotal UG FTE 15,673 15,403 -270
Graduate FTE 2,040 2,999 959
Total FTE 17,713 18,402 689
Overall…
Facult
y of
Eng
ineer
ing
Facult
y of
Soc
ial S
cienc
es
All Fac
ulties
Facult
y of
Scie
nce
Facult
y of
Gra
duat
e Stu
dies
Facult
y of
Hum
an &
Soc
ial D
ev.
Facult
y of
Hum
anitie
s
PB Gus
tavs
on S
chl o
f Bus
iness
Facult
y of
Fine
Arts
0%
50%
100%
150%
200%
250%
208%196%
107%98%
80%71%
60%
36%24%
245 693 1602 110 378 17 59 88 14
Change in International Student Enrolment by Faculty Fall 2009 to Fall 2014
Current International Student EnrolmentFall 2009/10 – Fall 2014/15
2009 2010 2011 2012 2013 20140
500
1000
1500
2000
2500
3000
3500
1020 1029 11491334
1725
2256474 515
656
698
734
852
UG Headcount GR Headcount Total Annualized FTEs
International Undergraduate Applicants, Admits, and Registrants for Fall Entry
2009 2010 2011 2012 2013 20140
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Applicant Headcount Admit Headcount Registrant Headcount
First Year Retention of Degree-Seeking Undergraduate International Students
Fall 2007 to Fall 2012
2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
Graduation Rate of Degree-Seeking Undergraduate International Students
Fall 2002 to Fall 2009
Yr2 U Grad Rate %
Yr3 U Grad Rate %
Yr4 U Grad Rate %
Yr5 U Grad Rate %
Yr6 U Grad Rate %
Yr7 U Grad Rate %
0%
20%
40%
60%
80%
2002
2003
2004
2005
2006
2007
2008
2009
What did we do?
We engaged Illuminate Consulting Group (ICG) to conduct a review of international strategies/approaches and provide institutional recommendations
Results
External Review by ICG–Reformulation of UVic’s approach to international recruiting (tiering strategy)
–Internal Capability and Service enhancements (enhanced marketing materials, in country presence)
–New Recruiting Channels and Modes (partnership agreements, pathway program, country/region specific social media engagement)
–Controlling and adjustments (set benchmarks, modify resources to balance the model)
Current Internal Oversight for SEM
–Student Recruitment Committee –Pathway Program Steering Committee–International Research & Academic Planning Working Group
–Student Affairs International Working Group
Where are we today?International undergraduate student population
2009 – 1076 at the undergraduate level or 6%
Similar institutions 12-15%
Growth from 1,076 students in 2009 to 2,256 in 2014. Now comprises 13% of
undergraduate population
International student retention rate of 85% with a goal of increasing to 90%
46%
8%4%
4%
3%3%
2%
2%
2%
2%
24%
International Students at UVic:118 Countries Represented
People's Republic of China
USA
India
Germany
Iran
United Kingdom
Republic of Korea
Japan
Taiwan
Saudi Arabia
108 Other Countries
Student Success & Engagement Initiatives
–Introduction of CAS (Council for the Advancement of Standards in Higher Education) Professional Standards for Higher Education & specifically:•Academic Advising Programs•Education Abroad Programs•International Student Programs & Services
Visit www.cas.edu for Further Information
CAS International Student Programs & Services – (8th Edition)-Assess the needs of the international student population & set priorities among those needs
-Offer or provide access to professional services for students in areas of immigration and other government regulations, financial matters, employment, health care insurance & health care system, host-country language needs, and personal & cultural concerns
-Develop & offer educational programs to the campus community to enhance positive interaction between domestic & international students
-Orient international students to the expectations, policies, and culture of the institution and to the educational system and culture of the host country
-Prepare students for re-entry & cultural re-adjustment related to the students’ return home
CAS International Student Programs & Services – (8th Edition)-Determine the educational goals; developmental levels; and social, emotional and cultural needs of individual international students and specific populations
-Facilitate international students’ participation in campus life-Facilitate sensitivity within the institution and the community at large to the cultural needs of international students
-Provide appropriate and timely referral services whose individual needs may be in conflict with the home culture -Mental Health & Disability Services
Student Success & Engagement Initiatives
–Introduction of the International Learning Commons focusing on academic supports, programs, & services
–Introduction of the International Student Centre (Fall 2015) focusing on front-line/first point of contact services & general international student advising•Social/cultural programming•Settlement & immigration services•Orientation/transition programming
–Joint research initiative with Economics to understand the social and educational factors to contribute to international students’ success
Student Success & Engagement Initiatives
–Introduction of international advising services for graduate students (Fall 2015)
–Introduction of an international student disability services advisor as part of the professional team for the Resource Centre for Students with Disabilities
-Launch of a new portfolio within Student Services – Academic Advising & International Student Services
-Strengthening international student academic advising
-Strengthening program planning that includes international experiential learning opportunities
-Better integration of advising outreach programming
with general international student advising
Ongoing Strategies
–Quality remains overall goal–International tiering strategy
•Growth in Pacific North West
–Implementing UVic Difference •How we talk about what is unique and different
–Develop a strategy to assess the International Student Experience along with retention data
–Working across portfolios to support engagement and alumni attachment
Ongoing Strategies
–Performance targets: •conversion rates; •retention rates; •graduation rates; •and others.
–Evaluate student financial aid program–Opportunities for improvement
Questions?
Carolyn Russell
Director, Student Recruitment and Global Engagement
Joel Lynn
Executive Director, Student Services
250-721-8022