state of play - aiecaiec.idp.com/uploads/pdf/pdfs aiec 2016/aiec2016... · state of play using data...

State of PlayUsing data to develop state and province-level strategies

Thomas Eastwood

Grant Watson

www.rmit.edu.au

The Large Market Problem

RMIT University © 2016 3

International HE commencements in Australia by nationality, Jan-Jun 2016.Source: AEI/Austrade

The importance of China and India

• Chinese and Indian HE commencements, as of July 2016, were both up 22% compared to July 2015.

• All other markets together grew 9%.

• Three-year growth from July 2013 to July 2016 was 134% for India and 46% for China.

• 22% for all other markets.

4

Source: AEI/Austrade

RMIT University © 2016

The importance of China and India

• By 2024 India will have the world’s largest tertiary-aged population –119 million people – and the world’s largest number of tertiary enrolments – 48 million.

• China will have the 2nd largest tertiary-aged population – 79 million –and the 2nd largest number of tertiary enrolments – 37 million.

• They will be the world’s two largest sources of international postgraduate students: 338,000 from China, 209,000 from India.

5

Source: British Council, Postgraduate student mobility trends to 2024, October 2014.

RMIT University © 2016


34 provinces, municipalities, and autonomous regions.

36 states and unionterritories.

Australia’s 20 largest international HE markets34

,504

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Top 20 international HE markets by visa grants, 2014/15. Source: DIBP

Australia’s 20 largest Chinese provincial HE markets


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Top 20 Chinese HE markets by visa grants, 2014/15. Source: DIBP/Austrade

Provinces as countries


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Source: DIBP/Austrade


Source: Census of India, 2011.


Source: CIA World Factbook

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Australia’s 18 largest HE markets by youth population(15-24 years, excluding China and India)


Source: CIA World Factbook, Census of India

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Australia’s 18 largest HE markets by youth population(15-24 years, including Indian states)

Rationale of having state strategy

• Identify opportunities in marketplace

• Prioritise recruitment spend

• Cultural/behavioural changes at state or regional level


Using state/province data

Google is your friend

• Enormous amounts of data already available.

• Targeted Google searches.

• Ask the right questions.


“sina weibo usage by province”


“mechanical engineering”


• www.google.com/trends

• Insights:

– Interest in India fluctuates on a regular schedule.

– Greatest state interest in Puducherry, Tamil Nadu, and Odisha.

– City interest from Madurai, Puducherry and Coimbatore.

Hotcourses


• Shopfront for universities.

• Promotes partner university programs to prospective students.

• Partners can access certain insights provided by Hotcourses.

• Targeted intelligence: Google Trends vs. Hotcourses.

Undergraduates in India


Mapping the data


Mapping the data


http://www.findlatitudeandlongitude.com/batch-geocode/


Shanghai

Internal data – the missing ingredient


• Focus

– What do you want to do? What are your needs?

– What programs/fields of study do you wish to promote?

• Context

– Are you a big fish in a small pond, or a small fish in a big pond?

– Where are the best opportunities for you?

State/province strategy at work

GDP per capita

Population

HE enrolments

International schools

University partners

Visa grant rates

Hotcourses

Conclusions



GDP per capita

Population

HE enrolments


University partners

Visa grant rates

Hotcourses

Conclusions



GDP per capita

Population

HE enrolments


University partners

Visa grant rates

Hotcourses

Conclusions


Guangdong Beijing


GDP per capita Guangdong, Fujian, Liaoning, Inner Mongolia, Zhejiang, Jiangsu, Shanghai, Beijing, Tianjin

Population Guangdong, Henan, Sichuan, Jiangsu, Hebei, Hunan, Anhui, Hubei, Zhejiang

HE enrolments 2m: Henan, Shandong, Jiangsu, Guangdong. 1.5m: Hebei, Sichuan, Hubei, Hunan, Zhejiang.

International schools Beijing, Jiangsu, Guangdong, Shanghai, Shandong, Zhejiang, Sichuan, Hubei.

University partners Beijing, Shanghai, Jiangsu, Guangdong, Hubei.

Visa grant rates Jiangsu, Zhejiang, Hunan, Hubei, Anhui, Sichuan, Shanghai. (all above 90%)

Hotcourses Guangdong: Humanities and Social Studies/Media. Beijing: Engineering.

Conclusions Target Guangdong for media studies, Beijing for engineering. Develop Sichuan as a new student market.


Final thoughts

• You do not need to do everything – research what you need.

• You do not need to show your working – present what is relevant.

• Ask the right questions – and remind yourself of what they are.

• Try not to drown in data.

• If you get time, play with your data – surprising insights.


www.rmit.edu.au

Thank you.

Thomas Eastwood

Director International Recruitment

[email protected]

Grant Watson

Manager Business Intelligence

[email protected]

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