Outreach and Recruitment in China: Successful Strategies and - - PowerPoint PPT Presentation

Outreach and Recruitment in China: Successful Strategies and Suggestions

May 28, 2015 NAFSA Conference Boston, Massachusetts

Presenters:

Christina Chandler EducationUSA Regional Coordinator, Northeast Asia Donald Holder Vice Principal, High School Affiliated to Peking University Xiao Liu Recruitment Representative, Middle Tennessee State University Crystal Liu EducationUSA Adviser, Beijing American Center

Presentation Topics:

• Chinese educational culture and trends
• A wide variety of locations and markets to

expand marketing and recruitment

• Successful techniques for reaching

audiences throughout China

Chinese Secondary Education System

• Traditional High School System
• International Divisions
• Policy Changes and Analysis

Historical Context

• The exam system as the defining factor in social mobility.
• An emphasis on the standardization of content and form.
• Looking to the classics as the guide and ideal.

What’s Happening Now

Things are not much different!

The Stages of Learning: The Ideal

Compulsory Edu to Grade 9 Senior Middle School to Grade 12

University

The Stages of Learning: The Reality

University

Senior Middle School to Grade 12

Compulsory Edu to Grade 9

30 Million Kids in Grade 9

15 Million Kids in Grade 12

6 Million Freshmen

Where can they go?

Four million students wanting a university education, but unable to get it

• r have already

chosen to go abroad

Changes Coming: The Gaokao

• Six year initiative
• Different pathways to university acceptance
• Revised Curriculum Standards starting in 2015-16

The semblance of choice vs. the reality

Changes Coming: The Private Sector

• International Divisions are now being pushed out
• f public schools en masse.
• Over the next three years the government will be

pushing to privatize education for students going abroad.

• A select few programs will continue to be in public

schools.

What does this mean to you?

• What’s in a name: Do you know who is running the school?
• Do you know who’s controlling the data?
• Assume every school is a business with profit motivations

first and foremost

• Basically no oversight other than a few curricular

requirements and income reporting

TING HUA!!!! (Obedience）

What Makes a “Good” Chinese Student?

Insight into the Chinese Style of Education, Examination & Higher Ed Options

BRUTAL COMPETITION For RANKING

New Enrollment Percent High School Graduates HEI # US 2,184,600 66.20% 3,300,000 4,726 China 6,469,438 43.1% 15,000,000 2,491

US & China Higher Ed Comparison

What Makes a “Good” Chinese Student?

Insight into the Chinese Style of Education, Examination & Higher Ed Options

Typical Chinese Examination:

• Repeat & Recite
• Multiple Choice
• Standard Format of Essay

GPA vs. Desired Students ?

What Makes a “Good” Chinese Student?

Insight into the Chinese Style of Education, Examination & Higher Ed Options

Is there such a thing as “Chinese Students”?

Categories of Chinese students to study abroad:

• “Instant Blend In”
• “1-3 Month”
• “6-12 Month”

Considerations in Marketing and Recruitment Strategies

Recent Policies Related to HEIs outside of China:

• Limit Recruitment for Majors Where Jobs are Limited
• Tighten Control of Collaborative Programs

Trends, Niche Markets and Tips:

• Student Age in Study Abroad Programs
• Major Ranking vs. University Ranking
• Segment your market
• Chinese Social Media
• WeChat, Weibo, QQ, etc.
• Student worker (Chinese)
• Beyond Beijing and Shanghai (local MoE & EducationUSA)

Considerations in Marketing and Recruitment Strategies

http://www.nationsonline.org/o neworld/china_administrative_ map2.htm

http://www.china-briefing.com/news/2013/05/16/chinas- provincial-gdp-figures-in-2012.html

PROVINCE ECONOMY Liaoning Heavy industry, ports, mining, hi-tech, fashion, electronics, IT, industrial engineering Sichuan Agriculture, forestry, natural gas, hydroelectric power, software, automotive/aerospace, tourism Yunnan Environmental science, arts & culture, mountains, minorities, metals, minerals, hydropower, tobacco, agriculture, tourism Hainan Island Tourism, marine science, tropical agriculture, automotive, biopharmaceuticals Jiangsu Commerce, finance, IT Gansu Heavy industry, oil and gas, agriculture, manufacturing, petrochemicals Chongqing Automotive, electronics, hi-tech, telecommunications

How do I get there??

Trains from Shanghai to:

Kunshan: 20 min / $6 Suzhou: 32 min / $10 Nanjing: 2 hours / $36 Xuzhou: 2hrs 46 min / $78

Marketing and recruitment suggestions for

• utreach beyond Beijing and Shanghai

Chinese Language – materials and promotion

• Address parents

Webinars and Skype:

• Admissions / International Student Office
• Current Students or Alumni
• Topics of interest to Chinese students/parents

Chinese social media:

• Short videos, messages, pictures, etc.

Social Media in China

If you could only choose one…

www.yogadz.com

Share your techniques and ideas!

• Please discuss within your group and

make a list of ideas on a flip chart

• Choose 1-2 best practices to present to us
• Keep talking to each other to share tips on

how to reach Chinese students!

Follow up:

http://www.educationusachina.com/ http://weibo.com/educationusa/ educationusachina

Christina Chandler: cchandler@educationusa.info Donald Holder: dholder@pkuschool.edu.cn Xiao Liu: xiao.liu@mtsu.edu Crystal Liu: LiuJX3@state.gov