1. MIKIF2013: Key Success Factors in International Student Recruitment
Christine Faugoo
Country Director

2. Agenda
IDP Education
Global industry trends
International student buyer behaviour
Key success factors in international student recruitment

3. IDP Education

4. IDP places students in English speaking destinations
United Kingdom
IDP Office Locations
Australia
Azerbaijan
Bahrain
Bangladesh
Cambodia
China
Egypt
Germany
Hong Kong
Jordan
India
Indonesia
Korea (South)
Kuwait
Libya
Malaysia
Mauritius
New Caledonia
Oman
Philippines
Saudi Arabia
Singapore
Sri Lanka
Taiwan
Thailand
Turkey
United Arab Emirates
Vietnam
Canada
North Asia
USA
Middle East
South East Asia
South Asia
Australasia
Australia
COUNTRY Destination
Australia
New Zealand
USA
Canada
United Kingdom
SOURCE REGIONS
Australasia
South East Asia
North Asia
South Asia
Middle East
New Zealand

5. IELTS runs English language tests globally
IDP IELTS Locations
Australia
Argentina
Bangladesh
Cambodia
Canada
Colombia
Fiji
Hong Kong
India
Indonesia
Iran
Kazakhstan
Kenya
Korea
Kuwait
Laos
Libya
Malaysia
Mauritius
Mexico
Nepal
Netherlands
New Caledonia
New Zealand
Oman
Pakistan
Papua New Guinea
Philippines
Qatar
Russia
Singapore
Solomon Islands
South Africa
Sri Lanka
Taiwan
Thailand
Timor Leste
Tonga
Ukraine
United Arab Emirates
United States of America
Vanuatu
Vietnam

6. Market trends

7. Steady growth in international student flows likely to continue
International Student Enrolments:
International Student Enrolments:
Future global estimates
UNESCO estimates (2009)
CAGR = 5.4%
OECD estimates (2009)
CAGR = 3.0%
In 2010, more than 4.1 million tertiary students enrolled outside their country of citizenship - a CAGR of 7.1% since 2000
Increased demand for international education is forecasted over next decade
Most forecasts still estimate a CAGR range between 3% and 5% which means somewhere between 5 million and 7 million tertiary students will be enrolled outside their country of citizenship by 2020
Source: OECD (2012), Education at a Glance 2012: OECD Indicators, OECD Publishing.
Commercial in Confidence 2013 7

8. Student decision making, preferences
& perceptions

9. IDP’s journey to understand the student experience
Outcomes and Impacts of International Education: International Student to Graduate (2008)
Buyer behaviour of active prospects, current students and alumni (2009)
International Student Attitudes - One year on from the 2009 Buyer Behaviour study (2010)
IDP Customer Value Analysis (2008)
IDP Student Buyer Behaviour across the main English Speaking Destination Countries (2012)
IDP Brand Positioning Research ( )
IDP Student Satisfaction (every 6 months)

10. HOT OFF THE PRESS... IDP International Student Buyer Behavior Research
~ August 2012 ~
Consideration set, country perceptions, influencers, information sources – traditional and digital
Need Recognition & Problem Awareness
HOT
OFF THE PRESS...
Information Search
Key factors and preferences, impact of rankings, social media and social networking
Evaluation of
Alternatives
Purchase
Expectations versus Satisfaction
Post Purchase Evaluation

11. Usually third factor decided
How do students choose where to study?
Driven By:
Personal Interest
Employment outcomes
Affordability
Driven By:
International recognition
Quality of Education
Home country recognition
Destination employment opportunities
Affordability
Driven By:
Rankings & reputation
Affordable fees
International recognition
Course structure
COURSE
First factor decided
COUNTRY
Second factor decided
INSTITUTION
Usually third factor decided
Commercial in Confidence 2013 11

12. Student perceptions
Students were asked to rate their perception of the main English speaking countries on:
Affordable
Leader
CAN UK
Australia US
Canada
Quality of education
Leader US
Safe
Leader
CAN
Graduate employment opportunities
Leader
AUS, US, CAN
Government student visa requirements/ policies
Leader
CAN, AUS
Worst
Best
Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

13. Key drivers of destination choice
Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 13

14. Key drivers of institution choice
India
China
Middle East
Singapore
Malaysia #1
International ranking/ reputation of the institution
International recognition by potential employer
Affordable course/ tuition fees #2
Attractive course structure/ content #3 #4
Key secondary driver: City location of the institution
Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 14

15. Majority of students have an active social media account
Social media and its influence
Majority of students have an active social media account
Social media’s influence on decision to study overseas
Key influences via social media:
Overseas education institution profiles
Other overseas students’ profiles
Suggestions from family and/or friends
Social networking
Micro blogging
Instant messaging
Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

16. Thank you, Merci !