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MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo

MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director. Agenda IDP Education Global industry trends International student buyer behaviour Key success factors in international student recruitment. IDP Education.

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MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo

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  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

  5. IELTS runs English language tests globally

  6. Market trends

  7. Steady growth in international student flows likely to continue International Student Enrolments: Future global estimates International Student Enrolments: 2000-2010 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. 7 Commercial in Confidence 2013

  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) International Student Attitudes - One year on from the 2009 Buyer Behaviour study (2010) Buyer behaviour of active prospects, current students and alumni (2009) IDP Customer Value Analysis (2008) IDP Student Buyer Behaviour across the main English Speaking Destination Countries (2012) IDP Brand Positioning Research (2009-10) 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 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 Post Purchase Evaluation Expectations versus Satisfaction

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

  12. Student perceptions • Students were asked to rate their perception of the main English speaking countries on: Affordable Australia Leader CAN Canada Quality of education Leader US UK Safe Leader CAN US 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 Malaysia India China Middle East Singapore #1 International ranking/ reputation of the institution International recognition by potential employer International recognition by potential employer International recognition by potential employer Affordable course/ tuition fees International recognition by potential employer #2 Attractive course structure/ content Attractive course structure/ content Attractive course structure/ content International recognition by potential employer Affordable course/ tuition fees #3 Affordable course/ tuition fees Affordable course/ tuition fees Attractive course structure/ content Attractive course structure/ content #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’s influence on decision to study overseas Social media and its influence Social networking • Key influences via social media: • Overseas education institution profiles • Other overseas students’ profiles • Suggestions from family and/or friends Micro blogging Instant messaging Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

  16. Thank you, Merci ! christine.faugoo@idp.com

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