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Recent trends of student mobility and the specifics of recruiting students through agents in Russia
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Recent trends of student mobility and the specifics of recruiting students through agents in Russia


This presentation shares information about the main trends and changes in Russian student mobility within the past several years, based on ongoing research studies undertaken by the Association of …

This presentation shares information about the main trends and changes in Russian student mobility within the past several years, based on ongoing research studies undertaken by the Association of Russian Education Advisors (AREA). Useful statistics are included, such as the number of students going abroad each year and which programmes and courses are in high demand. Another part of the presentation is devoted to the current structure of the agent sector of the international education market in Russia, its peculiarities and successful techniques used by agents to facilitate the marketing efforts of their partner educational institutions.

Insight Lingua is one of Russia's leading education abroad agencies and its reach is impressive, with a network of ~500 sub-agencies throughout Russia and other countries of the former USSR. ICEF Monitor had a chance to sit down with Managing Director Anastassia Romanenko recently to discuss current trends in the Russian market, the types of courses are Russian students looking for, as well as best practices for managing a large sub-agent network.

For the accompanying article ''Best practices for managing a sub-agent network in Russia'' and exclusive video interview, please see:

For more industry news, market intelligence, research and commentary for international student recruitment please visit, subscribe for daily or weekly updates, and follow us on Twitter

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  • 1. Dr. Anna Ryzhova AREA Board Member Association of Russian Educational Advisors Content ‐ ICEF Berlin 2013: Recent trends of student mobility and the specifics  of recruiting students through agents in Russia
  • 2. Association of Russian Educational Advisors (AREA) Year of foundation – 2007  Member of FELCA (The Federation of Education and Language Consultant Associations)  27 agencies from 10 cities (3 years of  experience, 3 full-time consultants, legal structure, international education is the main activity) 
  • 3. Russia in the market of international education The number of the agencies - about 500 (agent-dependant market)  over 50000 for higher education programs (ranked No. 8 source country)  Top destination – the UK (over 70 per cent) 
  • 4. SURVEY – MARCH 2013 Russian agencies – AREA members Experienced (the majority – more than 9 years of business activities in this field) 2. 80% - 60-200 students per year 3. Number of consultants: more than 5 consultants (50%) or 3-5 consultants (50%) 1.
  • 5. TOP COUNTRIES OF DESTINATION (Survey 2013)  Foreign languages: ENGLISH – Great Britain, USA, Canada (Ireland) FRENCH – France, Belgium, Switzerland SPANISH – Spain, Latin America GERMAN – Germany, Austria, Switzerland Other languages/countries – Chinese in China; Japanese in Japan; Korean in Korea; Italian in Italy
  • 6. COUNTRIES OF DESTINATION     Secondary education: Great Britain, Switzerland, Canada/USA Higher education: Great Britain, European countries (Germany, Switzerland, Czech Republic), USA Post-graduate education: Great Britain, USA, Canada Professional (Diploma) programs: Canada, Great Britain, Switzerland
  • 7. PROGRAMS STRUCTURE Foreign languages – 61 %  Higher education – 10%  Post-graduate programs – 8%  Secondary education – 9%  MBA – less than 1 %  University preparation – 7%  Work and travel/Study and work – less than1%  Professional programs (Diploma) – 3% 
  • 8. TRENDS OF FOREIGN EDUCATION FOR RUSSIA Overall Trend - increase – 80% (90% in 2011) Language programs – increase – 50% (90% in 2011) Secondary education – increase – 80% (45% in 2011) University preparation – increase – 80% (65% in 2011) Diploma programs – increase – 80% (50% in 2011) Higher education – increase – 100% (90% in 2011) MBA – will remain the same – 80% Work and Travel/Study and work – no comments
  • 9. MARKETING OF THE AGENCY The best strategy for agency success: To concentrate on one/several destination countries – 30% To concentrate on one/several programs – 20% To offer a full range of  programs/different countries – 50%
  • 10. MARKETING TOOLS Web‐site – 90%  Participation in the fairs – 60% (82% in  2011)  Internet advertising – 60%  Presentation for the partners – 60%  Publications in newspapers/magazines – 20% 
  • 11. Fees taken by the agency  The full package  Interview with the student  Visa process  Program selection  Application procedure  Language level test  Pre-departure orientation  Accommodation arrangements  Medical insurance  Transportation organization  Councelling during the program
  • 12. How the agencies choose the foreign institution       feedback of the previous clients – 50% membership in professional associations – 40 % the level of the commission – 40 % accreditation of the study programs – 40% the price of the program for the clients – 30% the diversity of the programs - 20 %
  • 13. What to consider when marketing in Russia    the speed of the feedback from the institution – 100% flexible approach to the programs structure – 80% (60% in 2011) level of the commission - 50 % (payment terms & conditions are more important)
  • 14. Marketing approach Agent  approach Public  approach • Concentration on recruitment  through the agents network • Direct contact with the  prospective students When you concentrate on just one approach, it works better
  • 15. Agent vs. Public approach in Russia Factor Agent approach Public approach Territory +/‐ +/‐ Concentration on some  Internet marketing/direct  areas with finding key  bookings agencies in each of them Expenses + ‐ Not targeted  Visa issues + ‐ Time + +/‐ Some success is possible  if social networking is  developed well Priority  destination + +/‐ Depends on the region
  • 16. Agent approach • Defining the agents focusing on the market of the country where the  educational institution is located.  WHERE TO LOOK FOR? Workshops, organized with the participation of the professional agents  (i.e. ICEF), as well as the activities of the Trade Missions in Russia HOW TO UNDERSTAND THAT THE AGENCY IS PROFESSIONAL?   Membership in AREA  (FELCA accreditation) –   IATC certificate (ICEF agent course)  References of other educational institutions 
  • 17. ACTIVITIES – Agent approach • • • • • • Web‐marketing using the agents’ websites Participation in educational fairs Publications in the agent brochures  Target seminars with the interested students Special prices/discounts  for the agents (not  available with direct bookings) Russian‐speaking representative  working at the  educational institution or in Russia
  • 18. Contact information Anna Ryzhova Email: Skype: canadapoint_anna AREA website: