Marketing Strategies at the Belarusian State University

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

2. BSU marketing service 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 Objectiveto raise export of educational services of the BSU and increase quality of international applicants Directions of work analytical work information, promotion and communications admission and enrollment orientation and adaptation VadimReznikov25.11.2011

3. BSU marketing service Annual Work Schedule Vadim Reznikov25.11.2011

4. Analysisof 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 New markets appeared:1) Former soviet states2) South-Eastern Asia Diagram: Changes in geographical structure of international students since 1991, BSU statistics VadimReznikov25.11.2011 Lost markets

5. Analysisof markets: Costs of studies Comparing tuition fees in some classical universities of CIS, $per year Structure of the regional tuition fees 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 Important conclusion Cost of study depends on:1) the level of education2) specialty / study direction3) enrollment procedure (through the agent networks, after completing domestic foundation course, in the framework of bilateral agreement, if previously had high academic success etc. VadimReznikov25.11.2011

6. Consumer analysis: economical background 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 Social and economical abilities of our international students Most of the BSU students are coming from families with average incomes Diagram: Families incomes (self estimation), BSU international students survey 2009 VadimReznikov25.11.2011

7. Consumer analysis: economical background Average monthly budget ($) of the BSU international students, self evaluation Social and economical abilities of our international students Survey conducted in May 2008 VadimReznikov25.11.2011

8. Analysis of consumers: price perception Evaluation of the BSU tuition fees, where 10 – is very high (negative) Subjective factors It’s good - because it’s expensive ;-) Satisfactory Unsatisfactory VadimReznikov25.11.2011

9. 3 Target groups: social background and educational interests • Apply for Non-degree programs (Language Courses, Internships, Cultural and Study Visits) • Apply for degree programs • Insufficient level of previous education • No Command of Russian Language • Low Ability of cultural adaptation • Apply for degree programs • Sufficient level of previous education • Sufficient knowledge of Russian Language • High Ability of cultural adaptation 3 major clusters of customers – 3 target groups Diagram: Distribution of the BSU foreign students in 2009 to the target groups VadimReznikov25.11.2011

10. 3 Target groups: peculiarities of decision making process • Decision is made independently on the basis of information gained from different sources • Seeking for quality education and comfort environment • 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) • Able 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 trends 3 major clusters of customers – 3 target groups Diagram: Distribution of the BSU foreign students in 2009 to the target groups VadimReznikov25.11.2011

11. Target groups 1 and 2: major sources of information Sources of information Histogram: Sources of information used by international students, surveys 2008 and 2009 VadimReznikov25.11.2011

12. Designing marketing communication strategy Main principle – to differentiate marketing strategy in accordance with target groups VadimReznikov25.11.2011

13. Designing marketing communication strategy 5 advantages of study at the BSU Creating support image VadimReznikov25.11.2011

14. Designing marketing communication strategy Make Use of your recent students as a main channel of promotion 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 VadimReznikov25.11.2011

15. Designing marketing communication strategy 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 Make Use of your recent students as a main channel of promotion University top management meets international students VadimReznikov25.11.2011 15

16. Designing marketing communication strategy 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 University Internet siteMail / e-mail communication Download advertising materials VadimReznikov25.11.2011 16

17. Channels of promotion – creating agent network http://www.schoolsandagents.com Relevant resources on INTERNET Select a country your agents are coming from VadimReznikov25.11.2011

18. Channels of promotion – creating agent network http://www.agentschat.com/ Relevant resources on INTERNET VadimReznikov25.11.2011

19. Agents – to educators Fairs 1. Is it more expensive than classical educational fair? - NO 2. Does you reach target group? - YES ICEF - www.icef.com Fall-Turkey a2 - http://www.aafair.com WEBA Agents http://www.webaworkshops.com VadimReznikov25.11.2011

20. Agents – to educators Fairs ICEF calendar Workshop in China October 2010 Fall-Turkey a2 Workshop in Turkey March 2011 VadimReznikov25.11.2011 20

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 VadimReznikov25.11.2011

22. Dealing with agents Concluding an agreement with agent VadimReznikov25.11.2011 22

23. Dealing with agents Concluding an agreement with agent – the BSU experience Agents help to deal with international students Discounts depend on the quantity of students received VadimReznikov25.11.2011