University of Stirling WHAT, WHERE AND HOW TO START A TNE PROGRAMME University of Stirling International Office Presentation by Stuart Shorthouse International Development Manager

Student Recruitment and Admissions Service STIRLINGS TNE IN VIETNAM MSc Media Management in Danang with Danang College of Economics MSc Media and Communications Management with University of Social Sciences and Humanities (VNU) in HCMC MBA Finance with Foreign Trade University in Hanoi

Student Recruitment and Admissions Service INITIAL CONTACT Existing academic connections Former Stirling students working in Vietnam Tapping into market intelligence resources – British Council, Scottish Development International (UKTI), Agents etc

REASONS Danang and Ho Chi Minh City Rapidly developing media and service industries in Vietnam but relative lack of professionalism Danang and HCMC rapidly developing cities – media and promotion industries are key to economic and social growth Commitment to train staff – World Bank project Hanoi After joining WTO in 2006, huge growth in financial services in Vietnam, but lack of professional human resource within sector to keep pace with developments Commitment from FTU to engage with international partners particularly in the UK Commitment to train staff – Government funding Student Recruitment and Admissions Service

REASONS - STIRLING Stirling Development of international strategy for teaching and research Customising long established PG programmes for new audiences Financial support – PMI2 Funding

Student Recruitment and Admissions Service THE RIGHT PARTNER? Reputation in home country Academic staff and expertise within chosen subject area Administrative capabilities Commitment to invest Experience in international partnerships Commitment from senior management Knowledge of market place

Student Recruitment and Admissions Service PROCESS AND DOCUMENTATION MoU – not essential but can open doors Internal proposal for Stirling academic staff and senior management Collaboration proposal for partner Marketing and recruitment plan from partner Memorandum of Agreement Government approval process – a lot of documentation and expect delays

Student Recruitment and Admissions Service BENEFITS AND CHALLENGES Diversifying income streams Increased market presence and brand awareness Recognition from government sources Reaching previously untouched student demographic Opportunities to grow partnership Resource intensive Reliability on particular staff members Ensuring admin staff on both sides are fully aware of procedures Pricing and minimum student numbers Sharing delivery but ensuring quality

University of Stirling Thank you Stuart Shorthouse External Relations University of Stirling Stirling FK9 4LA Scotland, UK E T