international student recruitment: positioning bc …icg) bccie int'l student... ·...

ICG © 2014 1 BCCIE: International Student Recruitment – 3 October 2014

The Illuminate Consulting Group 3 October 2014

INTERNATIONAL STUDENT RECRUITMENT: POSITIONING BC FOR GLOBAL SUCCESS

British Columbia Council for International Education


• This presentation was presented by ICG in Vancouver on 3 October 2014.

• The presentation shall be considered incomplete without oral clarification.

• The opinions expressed in this presentation are those of the authors alone.

• ICG makes no warranty regarding any claim or data presented in this presentation, and does not take any responsibility for any third party acting upon information contained in this presentation.

• This presentation or parts of it may not be amended, copied, or distributed without express written permission by ICG. This presentation is protected under U.S. and WIPRO copyright laws and regulations.

LEGAL DISCLAIMER


Housekeeping

BC’s Success in International Education: Based on Substance

International Student Recruitment: There is No Competitive Vacuum

Competing on Key Performance Factors: Some Essentials

Strategic Decision-Making: More than a Hobby

Discussion

CONTENTS


HOUSEKEEPING

Schedule • 1:00 – 1:10 Introduction

• 1:10 – 2:30 Presentation I

• 2:30 – 2:45 Coffee Break

• 2:45 – 3:00 Presentation II

• 3:00 – 4:00 Discussion


Housekeeping





Discussion

CONTENTS


INTERNATIONAL STUDENTS IN CANADA International Student Enrollment in Canada

Source: CIC.

International enrollments in Canada doubled since 2002


INTERNATIONAL STUDENTS IN BRITISH COLUMBIA International Student Enrollment in British Columbia

Source: CIC.

Increase of 50.7 percent between 2003 and 2012, driven by China


• What has contributed to BC’s success in international student recruitment?

• The performance of sectors competing on their respective strengths.

• Consistent growth in universities based on academic quality, value, and dedication to student experience.

• Strong expansion in colleges/polytechnics with the unique university transfer value proposition and innovative program offerings such as PG diplomas.

• K-12 attracting diverse groups of students for experience-focused short-term study or longer-term preparation for post-secondary opportunities.

• The success of recruiters in competitive markets such as China and India.

INTERNATIONAL EDUCATION IN BRITISH COLUMBIA Success Based on Substance


INTERNATIONAL STUDENTS IN BRITISH COLUMBIA International Student Enrollment in BC by Source Country

Source: CIC.

The number of Chinese students more than doubled between 2008 and 2012



Source: CIC.

4/10 (Hong Kong, South Korea, Japan, Taiwan) sent fewer students in 2012 than in 2003



Source: CIC.

General growth trend but some key markets declining recently


INTERNATIONAL STUDENTS IN BRITISH COLUMBIA International Student Enrollment in BC by Sector

Source: CIC.

Universities lead; good performance in K-12; colleges grew rapidly


INTERNATIONAL STUDENTS IN BRITISH COLUMBIA International Student Enrollment in BC Universities

Source: CIC.

Only two countries sent more than 2,000 students in 2012


INTERNATIONAL STUDENTS IN BRITISH COLUMBIA International Student Enrollment in BC Colleges and Institutes

Notes: Other post-secondary also includes non-university language institutions and private institutions. Source: CIC.

Career-oriented programs and university transfer have been popular in recent years


INTERNATIONAL STUDENTS IN BRITISH COLUMBIA International Student Enrollment in BC Schools

Source: CIC.

Chinese students filling the gap created by decline from South Korea


INTERNATIONAL STUDENTS IN BRITISH COLUMBIA International Student Enrollment in BC Language Schools

Notes: Includes only students in Languages Canada member programs. Decrease in 2013 partially owing to a change in membership. Source: Languages Canada.

Three key source countries evident


Housekeeping





Discussion

CONTENTS


INTERNATIONAL HIGHER EDUCATION STUDENTS IN SELECT DESTINATION COUNTRIES

Notes: Methodology revised for Australia between 2001 and 2002 and for the UK between 2007 and 2008. Source: AEI, CIC, DAAD-DZHW, ENZ, HESA, IIE.

Canada, US, Germany are growing, Australia is recovering, UK trended down



Notes: Index is set at 100 for 2002. Source: AEI, CIC, DAAD-DZHW, ENZ, HESA, IIE.

Canada overtook Australia in 2011



Notes: Year-over-Year growth rates since 2001 (2003 for Australia). Source: AEI, CIC, DAAD-DZHW, ENZ, HESA, IIE.

Canada has out-performed other countries since 2009


INTERNATIONAL STUDENTS IN AUSTRALIA International Student Enrollment by Sector

Enrollments: VET and Schools are still declining, ELICOS and Higher Ed recovering Note: VET is Vocational Education and Training. ELICOS are English Language Intensive Courses for Overseas Students. Source: AEI.


INTERNATIONAL STUDENTS IN AUSTRALIA International Higher Education Enrollment by Top Ten Source Countries

Source: AEI.

India and China have driven growth dynamics – up and down


INTERNATIONAL STUDENTS IN AUSTRALIA International Student Enrollment by Top Ten Source Countries

China enrollment share stabilized in recent years Source: AEI.


INTERNATIONAL STUDENTS IN GERMANY International Higher Education Students by Top Ten Source Countries

Notes: Includes Bildungsausländer and Bildungsinländer. Source: DAAD-DZHW.

European countries drive enrollments




Top ten source countries account for less than half of enrollment




Universities are the main attractor of international students


INTERNATIONAL STUDENTS IN NEW ZEALAND International Tertiary Provider-based Enrollments by Source Country

Source: NZ MoE.

China and India dominate, all other enroll at significantly lower levels


INTERNATIONAL STUDENTS IN NEW ZEALAND International Tertiary Provider-based Enrollments by Source Country

Source: NZ MoE.

The enrollment share from China is “normalizing”


INTERNATIONAL STUDENTS IN NEW ZEALAND International Tertiary Provider-based Enrollments by Sector

Source: NZ MoE.

Universities consistently enroll the highest numbers


INTERNATIONAL STUDENTS IN THE UNITED KINGDOM International Higher Education Students by Top Ten Source Countries

Source: HESA.

Downturns from a few key markets beginning in 2011



Source: HESA.

Strong growth from China since 2009, but 2013 saw an overall decline



Source: HESA.

Relatively consistent enrollment share for many top source countries


INTERNATIONAL STUDENTS IN THE UNITED KINGDOM International Higher Education Students from China and India

Source: HESA.

Specific individual trends can have outsized impacts


INTERNATIONAL STUDENTS IN THE UNITED STATES International Higher Education Students by Top Ten Source Countries

Enrollments are up, but… Notes: Includes non-degree (e.g., language students) and OPT. Source: IIE.


INTERNATIONAL STUDENTS IN THE UNITED STATES The U.S. Juggernaut is a Mirage

Notes: Includes non-degree (e.g., language students) and OPT. Source: IIE.

… more than 100 countries sent fewer students to the US in 2013 than in 2009


INTERNATIONAL STUDENTS IN THE UNITED STATES International Higher Education Students by Top Ten Source Countries

Rapidly growing share of Chinese enrollments is evident Notes: Includes non-degree (e.g., language students) and OPT. Source: IIE.


COMMENTARY ON INTERNATIONAL HIGHER EDUCATION STUDENTS IN SELECT DESTINATION COUNTRIES

• USA: Strong recovery from post 9/11 enrollment losses starting in 2007. Recent growth has been driven by China and Saudi Arabia.

• UK: Balanced recruiting operations produced strong enrollment gains. The 2012 slow down reflects visa regime changes, 2013 saw a drop.

• Germany: Mostly flat enrollment in mid-2000s but strong growth lately – much driven by European mobility patterns.

• Australia: After two decades of growth, Australia experienced a reversal across most sectors in recent years. Recovery appears to be in full swing.

• New Zealand: Enrollments are about at the same level than 10 years ago owing to an initial surge and then roll-out of Chinese students.

International student enrollment: There is no perpetual growth


COMPETITION DYNAMICS IN KEY RECRUITING MARKETS Overview

• This section compares the enrollment in select destinations of international higher education students from the following recruitment markets:

• China • India • United States • South Korea • Japan

• These comparisons are provided to highlight BC’s competitive position

in some of its key recruitment markets. Additionally, they serve to offer a broader view of trends in student flows from these source countries.


COMPETITION DYNAMICS IN KEY RECRUITING MARKETS Notes

• Note that for the purpose of these comparisons, international higher education students in Canada are taken as the sum of students in the “university” and “other post-secondary” levels of study in CIC data (where possible).

• This figure is used for better comparability with international student data from other leading destination countries. Several of these countries do not consistently publish data on international students at primary and/or secondary education levels, therefore these cannot be compared.

• Data are not available for all years for all destinations. In some cases, provincial-level data for Canada are not available.


COMPETITION DYNAMICS IN KEY RECRUITING MARKETS International Student Enrollment from China

Divergent growth dynamics – The US is the lead destination by far Source: AEI, CIC, DAAD-DZHW, ENZ, HESA, IIE.


COMPETITION DYNAMICS IN KEY RECRUITING MARKETS International Student Enrollment from India

The Indian market is characterized by volatility Source: AEI, CIC, DAAD-DZHW, ENZ, HESA, IIE.


COMPETITION DYNAMICS IN KEY RECRUITING MARKETS International Student Enrollment from the United States

The US is a complex market – UBC, UofT have been successful Source: AEI, CIC, DAAD-DZHW, ENZ, HESA, IIE.


COMPETITION DYNAMICS IN KEY RECRUITING MARKETS International Student Enrollment from South Korea

South Korea has become a maintenance market; declines prevalent in K-12 (not displayed) Source: AEI, CIC, DAAD-DZHW, ENZ, HESA, IIE.


COMPETITION DYNAMICS IN KEY RECRUITING MARKETS International Student Enrollment from Japan

A long slide – there is no escaping demographics Source: AEI, CIC, DAAD-DZHW, ENZ, HESA, IIE.


Housekeeping





Discussion

CONTENTS


Discussion Topics • Cost and value

• International student admissions

• International student pathways

• International university rankings

COMPETING ON KEY PERFORMANCE FACTORS Overview


A BASELINE VIEW ON INTERNATIONAL TUITION FEES

• International Higher Education Economics (2012):

• Education spending worldwide accounted for around USD 4.5 trillion (British Council).

• International higher education spending accounted for around USD 140-155 billion (ICG).

• International tuition fees account for about one-third of the aforementioned (worldwide, including “low tuition fees”) (ICG).

• International Tertiary Students (2012):

• Total international tertiary enrollment: 4.5 million (OECD). • Students in “high international tuition fees” countries: Around 1.9 million (ICG).

• Ability-to-Pay and Purchasing Behavior:

• Students’ ability to pay is highly differentiated, though lately cost-insensitive segments have emerged.

• Fees do not define value. Value drives the ability to use fees as a signaling tool. Perceived and actual value are key decision-making drivers.


INTERNATIONAL STUDENT TUITION FEES 2014 Annual Tuition Fees Cost: BBA Programs in BC

Range from <12,000 to nearly 27,000 – college/university divide evident Source: Institutions.


THE LOGIC OF TOTAL COST OF DEGREE ACQUISITION (TCODA) Example: Three-Year Degree

Year 1 Year 2 Year 3 TCODA

Cost

International Students “have to” consider TCODA

Cost of Living Added Fees Tuition Fees


TOTAL COST OF DEGREE ACQUISITION: CASE STUDY 2015 Annual Tuition Fees Cost: Bachelor of Economics Programs

Canadian annual tuition fees are competitive Source: ICG ITBCD.


TOTAL COST OF DEGREE ACQUISITION: CASE STUDY 2015-19 TCODA: Bachelor of Economics Programs

Cost of living pushes BC programs into higher-cost position Source: ICG ITBCD.


PROGRAM COMPETITIVENESS AND VALUE PROPOSITION Components and Control from an Institutional Perspective

Curriculum Design & Structure

Duration & Mode

Admissions & Selection

Internships & Other Value Added Attributes

Discounting & Scholarships & Grants

Fees & Added Fees

Cost of Living

Marketing, Recruiting, and Communication

Control Ins

, and Communication

R

R

R

FR

OR

OR

OR

Institution External

Overall Value Proposition

Study Permit & Work Rights & Immigration

FR

OR


INTERNATIONAL STUDENT ADMISSIONS International Student Lifecycle: Timeline

International Student Recruiting-to-Registration Timeline

May Jul Apr Aug

Application

Pre-on Boarding

Notes: Timeline is indicative only. Source: ICG’s Strategic Enrollment Performance Assessment Toolkit (SEPAT).

Jun Dec Feb Sep-Nov Mar Jan

Admit (Offer)

Offer Acceptance Deadlines

Conversion


INTERNATIONAL STUDENT ADMISSIONS Example Application/Admission Timelines: Art and Design Schools

Notes: A detailed legend is included in the client report. Source: ICG Benchmarking.

Rolling

Two Entry Cycles

“Classic”

“Classic”


INTERNATIONAL STUDENT ADMISSIONS Competitiveness Drivers

• Speed and Timing • On the spot admission • Goldilocks timing • Decision enforcement

• Segmentation

• Micro-segmentation • Fast-track and dismiss • Competitiveness scoring

• Modeling • Applicant interest plus

institutional interest equals target conversion rate

• Predictive modeling of behavior

• Systems • From competence to excellence

• Training

• Deep, consistent, constant

• Philosophy • Recruiting for retention as a

guiding principle

• Organizational design • Admissions as a linchpin

between marketing/recruiting and classroom performance

• A Registrar’s Office as a cross-unit service function


INTERNATIONAL STUDENT PATHWAYS International K-12 Students in Canada

Relatively high international enrollment in BC at the K-12 level Notes: Foreign students present on December 1 at the “Secondary or less” level of study. Source: CIC.


INTERNATIONAL STUDENT PATHWAYS Non-Resident K-12 Students in British Columbia

Majority of non-residents (incl. international students) in Grades 10-12 Notes: Other includes elementary ungraded students, secondary ungraded students, and graduated adults. Source: BCED.


INTERNATIONAL STUDENT PATHWAYS Intended Destination of International Students

University study is the main goal, potentially in BC or Canada Source: International Education Pathways Survey for BC School Districts.


INTERNATIONAL STUDENT PATHWAYS Data on International Student Transitions to BC Post-Secondary

Notes: Data are the number of 2012-13 students/graduates transitioning to post-secondary institutions in BC as reported by respondents in each sub-sector. Source: International Education Pathways Survey for BC School Districts.

Previous Sub-Sector International Students

Respondents Represented

Public School District 238 12

Independent School 68 10

Offshore School 322 9

Language School/Pathway Provider 886 5

Total 1,514 36

• Data reported by 12 responding school districts indicated that 238 of their international graduates in 2013 continued to post-secondary education in BC.

• BC Global Education Program Offshore Schools can be an important feeder for BC colleges and universities.


INTERNATIONAL STUDENT PATHWAYS New International Students from BC Secondary Schools (2012-13)

Notes: University enrollments include only undergraduate students. Data are the number of first-time students having entered each sub-sector from a BC secondary school (public and independent) in the 2012-13 academic year. Source: International Education Pathways Surveys.

Sub-Sector International Students

Respondents Represented

Language School/Pathway Provider 50 1

Private College 9 2

Public College 327 4

Private University 8 2

Public University 470 5

Total 864 14

• 14 BC post-secondary institutions that were able to provided data indicated that nearly 900 of their new international students in 2012-13 came from BC secondary schools (public and independent).


• The Post-Graduation Destination Survey was launched as a pilot with the participation of three BC school districts and seven Nova Scotia school boards.

• The online survey was run in June 2014 and distributed by schools to their (graduating) Grade 12 international students.

• The following presents select findings from the 156 survey responses received (80 BC, 76 Nova Scotia).

INTERNATIONAL STUDENT PATHWAYS International Student Post-Graduation Destination Survey Pilot


INTERNATIONAL STUDENT PATHWAYS Graduate Survey: Post-Secondary Education Destination

Many students go to Nova Scotia for a one year experience and return home Notes: Bars indicate proportion of all responses received. Source: International Student Post-Graduation Destination Survey.


INTERNATIONAL STUDENT PATHWAYS Graduate Survey: Destination Post-Secondary Institutions

Above responses are the ten most common; more than 70 named overall Notes: Bars indicate proportion of all responses received. Source: International Student Post-Graduation Destination Survey.


INTERNATIONAL STUDENT PATHWAYS Graduate Survey: Reasons for Choosing a College/University to Attend

Top ten reasons displayed; major factors – program, parents, reputation Notes: Bars indicate proportion of all responses received. Respondents could select multiple categories. Source: International Student Post-Graduation Destination Survey.


• The BC post-secondary landscape is comparatively small and fragmented with respect to its balance of research universities, teaching-intensive universities, and colleges and institutes.

• Many international students graduating from BC secondary schools pursue a wider array of post-secondary opportunities available in other provinces or outside of Canada.

• Facilitating effective international student secondary to post-secondary transitions requires cooperation between school districts/schools and post-secondary institutions to help students find a fit for both their desired outcome and academic profile.

• While university entry is the target for most international students entering secondary schools, BC’s existing college transfer framework can be better promoted to help more students reach that target.

INTERNATIONAL STUDENT PATHWAYS Key Perspectives


INTERNATIONAL RANKINGS The Usage of International Rankings

• Rankings are utilized by a broad range of stakeholders:

• Students and parents (and agents). • Institutional management, donors, funding bodies. • Public organizations (ministries, scholarship/research funding bodies). • Employers.

• What is it that these groups care about?

• Global rankings? • Regional or national rankings? • Subject-based rankings? • Best “party school” rankings?

• Different groups have different decision making patterns – domestic vs.

international students, undergraduate vs. graduate, administrators vs. policy makers vs. employers, etc.

• The above patterns drive interests in different types of rankings.


INTERNATIONAL RANKINGS Ranked Universities in BC and Competitor Jurisdictions

3/11 BC universities are ranked; 11/22 in Ontario; 8/8 in New Zealand Notes: Orange represents BC universities, dark blue represents Ontario universities, and green represents New Zealand universities. Sources: ARWU, THE, QS.


INTERNATIONAL RANKINGS 2014 U-Multirank Coverage

More than a third of covered universities do not appear in the “big 3” rankings Notes: “Active Institutional Participation” refers to the submission of institutional data to U-Multirank. Source: U-Multirank.


INTERNATIONAL RANKINGS Canadian Institutions in U-Multirank 2014

19 Canadians in 2014, including UBC, SFU, and UVic . Source: U-Multirank.


Housekeeping





Discussion

CONTENTS


• How do you safeguard quality and communicate it in an international context?

• How can you measure the performance of British Columbia in the world?

• How will you know where opportunities for British Columbia will emerge?

STRATEGIC DECISION-MAKING


STRATEGIC DECISION-MAKING: BENCHMARKING AND INTEL 118 U.S. Metro Areas with at Least 1,500 Foreign Students, 2008-2012

Notes: Number of foreign students based on F-1 visa approvals between 2008 and 2012. Source: Brookings Institution analysis of data from U.S. Immigration and Customs Enforcement obtained through an FOIA request.


STRATEGIC DECISION-MAKING: BENCHMARKING AND INTEL 24 Canadian Metro Areas with at Least 1,500 Foreign Students, 2008-2012

Notes: Number of foreign students based on total of foreign student entries between 2008 and 2012. Source: ICG analysis of public CIC data.


STRATEGIC DECISION-MAKING: BENCHMARKING AND INTEL Students from Bangalore, India in the United States

Notes: Number of foreign students based on F-1 visa approvals between 2008 and 2012. Source: Brookings Institution analysis of data from U.S. Immigration and Customs Enforcement obtained through an FOIA request.

How many students in BC are from Bangalore?


Housekeeping





Discussion

CONTENTS


CONTACT INFORMATION

Dr. Daniel J. Guhr Managing Director Phone +1 650 830 5700 Fax +1 650 860 6109 E-mail [email protected] Illuminate Consulting Group P.O. Box 262 San Carlos, CA 94070 USA

international student recruitment: positioning bc …icg) bccie int'l student... ·...

Documents