Standing Out From The Crowd How Can Governments, Institutes, and - - PowerPoint PPT Presentation

Standing Out From The Crowd

How Can Governments, Institutes, and Private Providers Collaborate to Create International Education Hubs and Differentiate their Brand Abroad?

Prepared by The Parthenon Group for British Council’s Going Global 2014, Miami

This document was created before Parthenon joined Ernst & Young LLP

• n August 29, 2014, and has not been updated to reflect the combination.

Parthenon’s Education Practice

Education Sector Projects Completed by Parthenon Parthenon Offices

International students are an crucial opportunity for universities and governments to pursue

Canada 100K Students =$3B Revenue

UK 400K Students =$8B Revenue Australia 300K Students =$6B Revenue

USA 600K Students =$13B Revenue

Singapore ~30KStudents =$0.5B Revenue Dubai ~6KStudents =$0.1B Revenue

What can universities do to internationalize?

Establish foreign branch campus Recruit international students 1 2

UAE Malaysia Singapore

Establish foreign branch campus Recruit international students

1 2

Many brands already offer offshore degrees in growing hubs like Dubai, Singapore, and Malaysia

Vietnam Home $9K $23K Dubai Home $12K $22K 10 20 30 RMIT University University of Wollongong University of Newcastle Singapore Home $10K $19K

Establish foreign branch campus Recruit international students

1 2

Lower fees in these new education hubs widen the base of students universities are able to attract

Market Demand Regulations Employability in Market Repatriation

Setting up a foreign branch campus requires high capex

It’s important to understand specific characteristics of the location before choosing to go abroad

Establish foreign branch campus Recruit international students

1 2

India China South Korea Malaysia India China South Korea Malaysia India China South Korea Malaysia India China South Korea

Vietnam

Malaysia India China South Korea

Vietnam

Malaysia India China South Korea Vietnam Malaysia

Total demand for international higher education in- country from key source countries continues to increase

Enrolment in U.S., Australia, and UK by Selected Source Countries, 2005 - 2011

200 400 600 800K 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Will international students continue to go abroad?

Establish foreign branch campus Recruit international students

1 2

20 40 60 80 100% 2008

Developed Asia Europe US + Canada Others Australia

n=200 2010

Developed Asia Europe US + Canada Others

Australia

n=200 2012

Developed Asia Europe US + Canada Others

Australia

n=200 China China China 6 6 2

• No. of Chinese

Universities in Top 200

The most highly ranked universities are still primarily in the West

Top 200 University Rankings by Country, 2008-12

Establish foreign branch campus Recruit international students

1 2

100 200 300K 2008 China Korea 161K 2009 China Korea 176K 2010 China Korea 206K 50% 50% 50%

China Penetration

70% 70% 70%

Korea Penetration

Students Using Agent Channel in Korea and China for Overseas Education, 2008-10

Establish foreign branch campus Recruit international students

1 2

Agent use continues to increase in key source markets

Agents also the biggest influencers on parents

Q: [For parents] Who are the key influencers when selecting a program to enrol in? Counselor Percent Selected 93% Family Members 48% Friends 37% Teacher 30% Colleagues 15% Q: [For parents] What are the key selection criteria when selecting an agent? Parent Selection Criteria

Other University Partner Quality Recommendation

Agency Credentials Knowledge & Professional- ism

Agent use continues to increase in key source markets

Establish foreign branch campus Recruit international students

1 2

Quality of Institution

• 1. Courses delivered with high-quality standards
• 2. Good reputation relative to what it offers

Quality of Institutions Variety of Courses

In-Office Visits

• Help agents close leads
• Act as informal training refresher
• Help build rapport with counsellors

High-Quality Marketing Material is Critical to:

• Build brand amongst students
• Build program familiarity among agents

Sales Support Includes:

• In-Office Visits
• Responsiveness (Enquiry

Time)

• Fairs and Exhibitions Support
• Quality of Marketing Materials

Product Offerings

Agents from China, India, and Indonesia

Incentives

100%

Sales Support

Q: [For Agents] What are key factors that influence your decision to promote an institution?

Establish foreign branch campus Recruit international students

1 2

Provision of sales support from the university is the key driver in building effective relationships with agents

Lower academic requirements via pathways allow for increased access from international students

20 40 60 80 Standard Entry Requirement Academic Requirements Pathway Requirement

Average India Board Exam Requirements, Regular versus Pathway Programs

Establish foreign branch campus Recruit international students

1 2

Governments, universities, and employers must work together to create attractive international education hubs

Developing an Education Hub

Raise Awareness Enhance the Value Proposition Expand Access

1 3 2

Local government organizations are essential for universities and governments to share resources to best promote themselves abroad

Promote programs that leverage your core strengths Make students imagine themselves in your location by focusing on quality of life factors Maintain relationships with quarterly trips and strong partnerships Create localized materials available online and via social media

Low Admissions Rate 12% Government Scholarships Tuition Scheme Reimbursement available for talented students Work During Degree Allowed 16 hours per week Government Recruitment? Scouts sent all over ASEAN Work After Education Allowed Students may stay for 3 years Allowed to stay to look for job May look for 1 year Requirement to stay? Students with scholarships must work for 3 years

Case Study: ASEAN Scholarships in Singapore were designed to attract the best students from the region

Singapore’s full scholarships and eligibility for students to work after the degree program attract top talent to their universities and encourage top universities to tap into this talent

Singapore Global Schoolhouse Policies

Asean Scholarships

Infrastructure and student life are important areas to focus on for local governments

Ease to Reach Language Safety Strong Economy Quality of Life

• Recruit regionally and strategically
• Partnerships with airlines
• Track record promoted of safety
• News perception of safety in the area
• English is preferred
• Training in local language
• Attractive growth sectors
• Job Prospects
• Activities for young people
• Affordable lifestyle

For students the most critical factor in selecting a location are job placements

20 40 60 80 100% TransnationalStudents Better job prospects than in countryof origin Better quality of institutions than in countryof origin

Migration from country of origin

Other Exposureto culture/life in another place

• Q. What are the top reasons that

made you want to study abroad?

Source: Dubai Current Students and Recent Graduates Survey, n=149 (current students=99; recent graduates=50)

20 40 60 80 100% Current Students

Go for further education in Destination Country

Find employment in DestinationCountry

Go for further education in another country

Go for further education in my country of origin

• Q. What are your plans post-completion
• f your current program?

Natural and Physical Sciences Education Tourism and Hospitality Architecture and Construction Health and Medicine Undeclared Information Technology Foundation Media and Design Engineering Humanities and Law Business

Education hubs need to reflect on how strategic economic areas of growth are reflected in courses

*Note: See Source Source; Dubai Strategic Plan 2015; TECOM, Falcon team correspondence

• Quality/Availability of Education
• Quality/Affordability of Health Care
• Travel and Tourism
• Financial Services
• Professional Services
• Transport and Logistics Services
• Trade and Storage
• Construction

Economic Development – Strategic Thrusts Social Development – Strategic Thrusts

Key Development Goals for City Higher Education Enrolment by Discipline, City, 2010-2012

65% of students are enrolled in Business; Humanities and Law; and Engineering.

Case Study: London’s “Study London” has strategically used partnerships to promote itself as a top destination for international students

• London is aiming to capitalize on its wealth of education
• ptions; for example in October 2013 London Mayor

Boris Johnson travelled around China for a week promoting London

• The focus is on London as a destination with all

universities working together to pool resources and jointly make London an attractive destination for international students

London (Study London)

About The Parthenon Group’s Education Practice

The Parthenon Group is a leading advisory firm focused on strategy consulting, with offices in Boston, London, Mumbai, San Francisco, Shanghai, and Singapore. Parthenon has served as an advisor to the education sector since 1991. Parthenon’s Education Practice – the first of its kind across management consulting firms – has an explicit mission and vision to be the leading strategy advisor to the global education industry. To achieve this, Parthenon invests significantly in dedicated management and team resources to ensure that our global expertise extends across public sector and non-profit education providers, foundations, for-profit companies and service providers, and

• investors. Parthenon also has deep experience and a track record of consistent success in working

closely with universities, colleges, states, districts, and leading educational reform and service

• rganizations across the globe.

Learn more about our Education practice at www.parthenon.com/industries/education Ashwin Assomull Partner aassomull@parthenon.com + 91-22-67442500

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