risk and reward in international student recruitment”
TRANSCRIPT
ICEF Berlin
“Risk and Reward in International Student Recruitment”
©All material strictly copyright Barton Carlyle 2014 Berlin, 2014
Strategic Risk 2
Risk & Reward
Strategy
Recruitment
Developing Strategy 3
External Forces:Global Student Mobility
Education system dynamics
Economic conditions
Immigration/visa regulations
Student choice
Technology
Rankings
Competition
Internal Forces:Culture of organization/provider
Resources
Curriculum
Reputation & rankings
Technology Infrastructure
Internatiionalization goals
Staff capability/experience
International PositioningMarketing/branding
Partnerships
Recruitment Plan
Metrics
Communications
Risk Management 4
Corporate perspective suggest that Strategic risk is…
“everything, every obstacle, every
issue that has the potential to
materially affect the achievement
of our strategic objectives.” Dr. Georg Klein, Siemens AG
Source: Deloitte survey (2013)
“Risk is uncertainty, but we have to take risks to get to our
goals, especially during changing times”. Sandra G. Carson, VP, Enterprise Risk Management and Compliance, Sysco Corporation
Risk Management 5
“Reputation risk is now the biggest risk concern, due in large
measure to the rise of social media, which enables
instantaneous global communications that make it harder for
[companies] to control how they are perceived in the
marketplace”. Deloitte 2013.
Risk Management 6
Market • Environment
uncertainty
Portfolio• Business
Model Uncertainty
Strategy• Industry
uncertainty
External ec, pol, social
and physical environment
Legislation
Demographics
Capabilities
Programs and services
Organisational flexibility,
technology, competitive
strategy
Effects of competition
Customer behaviour
Technological innovation
(industry level)
Risk Management 7
Portfolio Risks Strategic Risk
ProgramsPricing
Channels
Competition
Student Mobility Trends
Soc-EcImpacts
Strategy Delivery
Market Risks
Environment
Can’t control:
Understand and navigate through market research and market
intelligence systems
Business Model
Can control:
Portfolio of programs and services, choice of
mediators
Industry
Can influence:
Benchmarking, best practice, collaboration,
professional assocs
Risk Management: Risk Profile 8
1) Assess appetite for risk….
2) Consider how this varies by
market
3) Evaluate real activity
4) Consider how this varies
from perception of risk
appetite
5) Produces understanding of
risk profile
Mission and Vision, Growth targets, portfolio balance, Offshoring interest, senior management capacity
Strategic Plan
Relevance to global issues, learning and career outcomes, range of curricular methodologies
Programs
Govt partnerships, agent networks, sponsor links, research collaborations (Univs), institutional collaboration, offshore offices
Partnerships
Patterns of communications, digital and social media capabilities, alumni networks, staff networks, study abroad
Reach
Market intelligence and market research investments, patterns of competition
Market understanding
Trends, Market dependencies, market development capabilities
Enrollment patterns
9Risk Management: Risk profile
Risk: What’s your profile? 10
Managing Risk
Strategic Market Structural Reputation Program Management Financial
TYPES OF RISK IN IEM
11
Managing Risk Put together a risk register:
Simple spreadsheet
Describe the issue
Describe the potential impact of the risk
What will warn you that this risk is out there?
Quantify the impact
Quantify the probability/likelihood
Assign a value (product of impact x likelihood values)
How often will you monitor?
What actions will you take to mitigate the risk?
Who owns it?
Managing RiskWhat type of risk?
Risk/Issue?
Potential impacts?
Triggers/warnings?
Impact VH/H/M/L (# or %)
Probability VH/H/M/L (# or %)
Risk Value
Monitoring Actions
Mitigating Actions
Impact x probability = risk value
VH/L VH/M VH/H VH/VH
H/L H/M H/H H/VH
M/L M/M M/H M/VH
L/L L/M L/H L/VH
Imp
act
Probability/Likelihood
Managing Risk: Risk Mapping
Key # %
VH Very High 5 100
H High 4 80
M Medium 3 60
L Low 2 40
VL Very Low 1 20
Adapted from KPMG sources © Barton Carlyle 2014
Managing Risk: Risk Mapping
Sovereign market risk
Example: Government of China decides to cap
numbers of students studying internationally to give
preference to the development of domestic provision
Challenges – How exposed are we to the China market (how reliant on
Chinese students)?
How much advance warning?
Will there be a list of approved programs? Are we well placed
(reputation and presence) to be on it?
Can we predict scale of income loss?
How do we go about mitigating this risk?
Examples of Risk approach
15
Managing RiskWhat type of risk?
Risk/Issue?
Potential impacts?
Triggers/warnings?
Impact VH/H/M/L (# or %)
Probability VH/H/M/L (# or %)
Risk Value
Monitoring Actions
Mitigating Actions
VH/L VH/M VH/H VH/VH
H/L H/M H/H H/VH
M/L M/M M/H M/VH
L/L L/M L/H L/VH
Imp
act
Probability/Likelihood
Managing Risk: Risk Mapping
Key # %
VH Very High 5 100
H High 4 80
M Medium 3 60
L Low 2 40
VL Very Low 1 20
Adapted from KPMG sources © Barton Carlyle 2014
Managing Risk: Market Research
Evidence for your strategy and implementation decisions:
18
• Global trends
• Competition drivers
• Calculate Market Share
• Potential
Markets
• Channel choice
• Support segmentation decisions
• Understanding student choice
• Retention
Channels
• Market choice
• Costs of recruitment
• Monitoring impact and ROI
• Branding
Strategy
Managing Risk: Market Research 19
SStrengths
WWeaknesses
OOpportunities
TThreats
Role of Market Intelligence
Managing Risk: Market Research 20In
tern
al
Strengths Weaknesses
Ext
ern
al
Opportunities Threats
21
ICEF/i-graduate Annual Agent Barometer
i-graduate Annual ISB (International Student
Barometer)
Managing Risk: Market Research
MARKET SCANNING
Managing Risk: Scenario Planning 23
Risk Strategy
Risk profile
Future proofing
Risk reporting
Risk Mitigation
Strategy delineates risk appetite
Positioning research and risk mapping generate risk profile
Scenario planning supports future orientation
Reporting supports active risk management
Mitigation actions diminish or eliminate possible impact of risks
Mitigation actions adjust strategy and support realignment of risk profile
24Scenario Planning“Scenario planning is not so much actively
predicting the future as it is about
understanding the…environment and the
nature of the risks that environment can
give rise to. Insights gained from
scenario planning should equip
organisations to recognize and respond to
significant emerging threats and
opportunities, and in the process building
enhanced…competitiveness, resilience
and agility”
KPMG Australia 2011 https://www.kpmg.com/AU/en/IssuesAndInsights/ArticlesPublications/Documents/Manage-the-future-through-scenario-planning-v3.pdf
25Scenarios: What if?
Sorting out market exit
26Scenarios: What if?
Fraud and security issues
27Scenarios: What if?
Reputational issues
28Scenario Planning
Map basic trends and driving forces
Find key uncertainties
Use important or critical and unpredictable driving forces
Distill to two forces/factors
Identify factor extremes and check for plausibility
Map these onto an x/y axis
Define scenarios and plot to grid
29Scenario Planning
Possible Topics
Disruption to possible student flows
Impacts of technology
Rise of market entrants and/or competitor disruption
Pathway provision impacts on ESL market?
Summary: Managing Risk Develop a risk management strategy:
Understand your institution’s risk appetite
Map your risk profile
Develop your risk register
Incorporate risk assessment in your international strategy
Use scenario planning to inform risk management
Mitigate risk – using market research for an active market
intelligence program
There are opportunity risks – estimate the risk of doing
nothing as much as you manage the risk of doing something!
Pamela Barrett, Director Barton CarlyleE: [email protected]: (44) 7788 600 388www.bartoncarlyle.com
THANKS
For your participation!