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

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Presentation on theme: "MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director."— Presentation transcript:

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 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

5 IELTS runs English language tests globally

6 Market trends

7 7 Source: OECD (2012), Education at a Glance 2012: OECD Indicators, OECD Publishing. International Student Enrolments: International Student Enrolments: UNESCO estimates (2009) Steady growth in international student flows likely to continue International Student Enrolments: Future global estimates International Student Enrolments: Future global estimates OECD estimates (2009) CAGR = 5.4% 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 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 Commercial in Confidence 2013

8 Student decision making, preferences & perceptions

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

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

11 How do students choose where to study? COURSE First factor decided COUNTRY Second factor decided INSTITUTION Usually third factor decided 11 Commercial in Confidence 2013

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

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

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

15 Social media and its influence Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 Majority of students have an active social media account Social networking Micro blogging Instant messaging Social medias 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

16 Thank you, Merci ! Thank you, Merci !


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