1. Marketing Strategies at the Belarusian State University Vadim Reznikov Baltic Sea Region University Network Seminar on Marketing and Networking for Internationalization Vilnius University, 25 November 2011 Vilnius, Lithuania

2. BSU marketing service Vadim Reznikov 25.11.2011 Objective to raise export of educational services of the BSU and increase quality of international applicants In 2008 a special unit dealing with marketing of educational services was established within the structure of International Relations Office Need to: - professionalize and - institutionalize marketing activities Directions of work 1. analytical work 2. information, promotion and communications 3. admission and enrollment 4. orientation and adaptation

3. BSU marketing service Vadim Reznikov 25.11.2011 AnnualWorkSchedule

4. Analysis of markets: Geography Main two trends in the world’s education markets since 1991 Overgrowing demand for education in the sphere of social sciences and humanities Diagram: Study preferences of intern.stud. BSU, 2002-2010 Today China – absolute leader in sending students abroad. 6% of students body in European HEIs are Chinese nationals. New markets appeared: 1) Former soviet states 2) South-Eastern Asia Diagram: Changes in geographical structure of international students since 1991, BSU statistics Vadim Reznikov 25.11.2011 New Markets Lost markets

5. Structure of the regional tuition fees Comparing tuition fees in some classical universities of CIS, $ per year Positioning Costs of study at the BSU correspond to the cost level of classical universities of CIS which are located in the cities with 2 millions inhabitants Analysis of markets: Costs of studies Vadim Reznikov 25.11.2011 Mosco w Uni. Sankt- Peterburg Novosib irks Uni. Kazan Uni. Kharkov Uni.BSU Foundation course420338003500220020002300 Higher Education700053004080302430002700-3950 Master Studies700054004080364036002900-4050 PhD Studies750055004920384638003500 Important conclusion Cost of study depends on: 1) the level of education 2) specialty / study direction 3) enrollment procedure (through the agent networks, after completing domestic foundation course, in the framework of bilateral agreement, if previously had high academic success etc.

6. Consumer analysis: economical background Social and economical abilities of our international students Vadim Reznikov 25.11.2011 Most of international students coming from the countries with average incomes or lower Diagram: the BSU International students countries of origins, 2002-2010 World Bank classification of countries according to the average income Most of the BSU students are coming from families with average incomes Diagram: Families incomes (self estimation), BSU international students survey 2009

7. Social and economical abilities of our international students Survey conducted in May 2008 Vadim Reznikov 25.11.2011 Meals150 Books40 Transportation45 Clothing75 Leasure40 Healf45 Total395 Average monthly budget ($) of the BSU international students, self evaluation Consumer analysis: economical background

8. Satisfactory Subjectivefactors It’s good - because it’s expensive ;-) Evaluation of the BSU tuition fees, where 10 – is very high (negative) Analysis of consumers: price perceptionUnsatisfactory Vadim Reznikov 25.11.2011

9. 3 major clusters of customers – 3 target groups Target groups: social background and educational interests Vadim Reznikov 25.11.2011 Apply for degree programsApply for degree programs Sufficient level of previous educationSufficient level of previous education Sufficient knowledge of Russian LanguageSufficient knowledge of Russian Language High Ability of cultural adaptationHigh Ability of cultural adaptation Apply for degree programsApply for degree programs Insufficient level of previous educationInsufficient level of previous education No Command of Russian LanguageNo Command of Russian Language Low Ability of cultural adaptationLow Ability of cultural adaptation Apply for Non-degree programs (Language Courses, Internships, Cultural and Study Visits)Apply for Non-degree programs (Language Courses, Internships, Cultural and Study Visits) Diagram: Distribution of the BSU foreign students in 2009 to the target groups 3

10. Vadim Reznikov 25.11.2011 Target groups: peculiarities of decision making process Able to gain information from different independent sources but also trust to the experience of the someone elseAble to gain information from different independent sources but also trust to the experience of the someone else Seeking for quality education but follow the ideas on prestige and common trendsSeeking for quality education but follow the ideas on prestige and common trends Decision is made on the basis of experience of the person they trust (friends, relatives)Decision is made on the basis of experience of the person they trust (friends, relatives) Seeking for sustainability (preference is given to state universities and especially to the major ones)Seeking for sustainability (preference is given to state universities and especially to the major ones) Decision is made independently on the basis of information gained from different sourcesDecision is made independently on the basis of information gained from different sources Seeking for quality education and comfort environmentSeeking for quality education and comfort environment Diagram: Distribution of the BSU foreign students in 2009 to the target groups 3 major clusters of customers – 3 target groups 3

11. Sources of information Vadim Reznikov 25.11.2011 Target groups 1 and 2: major sources of information Histogram: Sources of information used by international students, surveys 2008 and 2009

12. Designing marketing communication strategy Vadim Reznikov 25.11.2011 Main principle – to differentiate marketing strategy in accordance with target groups Target group 1 Target group 2 Target group 3 Goals of communication To maintain positive image To show advantages To provide specific information Language of communication National languages (Chinese, Vietnamese, Turkish, Spanish, Arab, Persian) RussianEnglish Ways of Promotion (most effective) Agents-to-educators Fairs International exhibitions, one-to- one counseling Direct mailings Channels of promotion and means of admission Make use of recent students, broadening agents network Direct application

13. 5 advantages of study at the BSU Designing marketing communication strategy Creating support image Vadim Reznikov 25.11.2011

14. Presentation for your international students “Tell you friends how to come for study to our university» More than 50% of applicants from Segment A apply because their fiends (graduates or recent students) told them Designing marketing communication strategy Make Use of your recent students as a main channel of promotion Vadim Reznikov 25.11.2011

15. 15 University top management meets international students I would like to assure all of you that your friends and relatives are always welcome at our university and we will always give them favour in admitting for studies. All necessary information about study programs and enrollment you are always able to get at the International Office or at our internet site www.bsu.by Designing marketing communication strategy Make Use of your recent students as a main channel of promotion Vadim Reznikov 25.11.2011

16. 16 University Internet site Mail / e-mail communication Channels of promotion – creating agent network We expect our prospective partners to send us their business proposal containing the following information: - Company name, address and contact details; - Brief description of activity in the market; - List of existing partners with their contact details - Brief review of education market in the country / region Download advertising materials Designing marketing communication strategy Vadim Reznikov 25.11.2011

17. Relevant resources on INTERNET Channels of promotion – creating agent network Select a country your agents are coming from http://www.schoolsandagents.com Vadim Reznikov 25.11.2011

18. Relevant resources on INTERNET Channels of promotion – creating agent network http://www.agentschat.com/ Vadim Reznikov 25.11.2011

19. Agents – to educators Fairs ICEF - www.icef.comwww.icef.com Fall-Turkey a2 - http://www.aafair.com http://www.aafair.com WEBA Agents http://www.webaworkshops.com http://www.webaworkshops.com 1. Is it more expensive than classical educational fair? - NO 2. Does you reach target group? - YES Vadim Reznikov 25.11.2011

20. 20 Agents – to educators Fairs ICEF calendar Workshop in China October 2010 Fall-Turkey a2 Workshop in Turkey March 2011 Vadim Reznikov 25.11.2011

21. Dealing with agents 1. Is it more expensive than classical educational fair? - NO 2. Does you reach target group? - YES 3. Agents as a marketing partners - YES Vadim Reznikov 25.11.2011

22. 22 Dealing with agents Concluding an agreement with agent Vadim Reznikov 25.11.2011

23. Dealing with agents Concluding an agreement with agent – the BSU experience Discounts depend on the quantity of students received Agents help to deal with international students Vadim Reznikov 25.11.2011