1.  The Global Marketplace for HE  Warwick’s position in the Global Marketplace  Strategies for the Global Marketplace  Questions  Your ideas! Overview

2. The Global Marketplace Source: Vision 2020; Forecasting International Student Mobility

3. International Students in the UK (2003)

4. International Students in the UK (1998)

5.  Increased competition from established global providers, i.e. USA, UK, Australia  Emergence of new competitors, e.g. Singapore, UAE  Capacity building in key target markets, e.g. China, Malaysia  Growth of English-medium programmes, e.g. Germany  Significant growth in Trans-national education Increased Competition

6.  Immigration – How welcoming is the UK?  Affordability  Employability of UK graduates overseas  World University League Tables  Increasing uncertainty Challenges for the UK

7. Warwick's Share of UK overseas student market 2002-3 to 2004-5

8. Warwick's Share of UK Market 10 leading domiciles 2004-2005

9. Market Share of Overseas Students in Russell Group Universities

10. Warwick in the global marketplace: International students by category

11. Warwick in the Global Marketplace: International Students by Category over time

12. Warwick in the global marketplace: International students by department

13. Warwick in the global marketplace: International students by country 2005/6

14. Warwick in the global marketplace: International students by country 2005/6 (minus China)

15. Warwick in the global marketplace: students by domicile 2002/3 – 2005/6

16. Warwick in the global marketplace: International students by country 2003/4 – 2005/6

17. -Generic promotion of UKHE is key element -Realise and address different expectations and knowledge base -Students likely to apply for several countries – follow through rates may be lower Strategies for the global marketplace: (1) responding to global competition

18. Higher risk environment: -political and economic factors -terrorism and perceptions of safety / welcome -impact of both competitor country and UK government policies Implications: -diversify markets to spread risk -how accurately can we forecast ? Strategies for the global marketplace: (2) working in a high risk context

19. -Can’t assume anything ! -Reputation lags reality, and is vulnerable -Acknowledge and work with cultural differences: - very status conscious (rankings, rankings …) - parents as main decision-makers - decision-making also based on second hand (often subjective) information – importance of word of mouth Strategies for the global marketplace: (3) working with our reputation

20. Impact of our service standards in application process is magnified: -by distance, expectations, financial investment and cultural factors Need for: -speed of response -personal service (e.g. named contact, campus tours) -frequency of contact key (e.g. market- based mailings, conversion seminars) -Local representatives play key role Strategies for the global marketplace: (4) Implications for customer service

21. Representatives overseas Hong Kong Taiwan Korea China Malaysia Thailand Japan Caribbean Nigeria Kenya Syria USA Russia India Pakistan Sri Lanka Cyprus Turkey Jordan

22. -Long-term (commitment – give as well as take) -Personal contact -Stability in personnel to build relationships -Understand and work with cultural differences in doing business - long memories if we get it wrong ! Strategies for the global marketplace: (5) Creating effective relationships

23. Awareness of cultural issues at all stages: -Sensitivity in marketing materials - Awareness of key issues (e.g. loss of face, status, ways of “getting things done”) - Commitment to on-campus provision (e.g. religious needs, cultural awareness training) Strategies for the global marketplace: (6) cultural considerations

24. Word of mouth referrals even more key overseas => student experience crucial Greater support needs: -English language provision -Pre-arrival (specific literature, receptions) -Orientation -Visa and immigration advice -Social programme/vacation provision Strategies for the global marketplace: (7) the student experience

25.  The Global Marketplace for HE  Increasing student mobility esp. China & India  Greater competition and higher risk  Warwick’s Position in the Marketplace  Good market share  Numbers increasing overall, but….  Future prospects more uncertain  Strategies for the Global Marketplace  UK brand  Nurturing and protecting reputation  High customer service standards  Cultural understanding In Summary