Recruitment and retention as a core part of the
university business model
Professor Nigel Healey
Pro-Vice-Chancellor (Inte...
The Aladdin caveat
Guard: “Look out, he’s got a sword!”
Captain: “You fool! We’ve all got swords!”
2
Overview
• Insights from Marketing 101
• Limitations of Marketing 101
• Why have international students at all?
• What is ...
Insights from Marketing 101
4
Source: www.9inchmarketing.com
The international student journey
5
Discovery Application Admission Enrolment Progression Graduation Alumni
Acquisition Re...
Limitations of Marketing 101
• Universities are not profit-maximising corporations
• Mission � stakeholders � governance �...
Why have international students at all?
• Grow/diversify revenue?
• Attract the world‟s brightest
minds?
• Build a global ...
What is the core mission of a university?
8
…and where does international student
recruitment and retention fit in?
9
A perspective from NTU
• Our core mission is:
– To prepare (all) our students to become highly employable global
citizens
...
NTU will prepare its students to become
highly employable global citizens by:
1. Internationalisation of the curriculum
2....
Internationalisation: how it fits together
12
An international
learning experience
= highly employable
global citizens
Glo...
1. Internationalisation of the curriculum
• Showcase and celebrate internationalism
• Embed international or comparative c...
Inaugural NTU Global Week
11-15 February 2013
21 March 2014 14
15
Date/time Event Location
Monday 3 March
11.30 am - 12.30 pm
Mandarin Language Taster: Have a go at speaking some basic ...
Chinese New Year Gala 2014
16
International learning experiences
17
Internships
Projects
Languages
Exchange
Volunteering
Promoting outbound mobility
Global
employability
Outbound
mobility
Widening
participation
18
University
scholarships
Exter...
2. International teaching partnerships
• Build teaching partnerships with peer institutions to:
– Promote student, staff a...
Examples of joint/dual degrees
20
BA International Relations 1+1+1
LLB European Law 2+1
MSc Management 1+1
LLB 3+1+1
3. International student recruitment
• Limitations of Marketing 101: more $ is not necessarily better
• Tension between sa...
The NTU approach to recruitment
• Make international student journey
from discovery to enrolment as
welcoming as possible
...
Education Destination Nottingham
23
4. International student experience and
support (retention)
• Range of social support activities
offered by International ...
25
NTU Global Lounge
Typical events:
• International Returners‟ Reception
• Incoming Exchange Welcome Party
• Internationa...
Work experience for international students
26
International
Students
SME
Exporters
In-
company
projects
Internships
Supporting international students is about
more than retention
• Engaged international students
– become proud alumni, cre...
5. Internationalisation of the staff
• Provide the professional development for staff (academic and
professional services)...
Conclusions
• Is recruitment and retention a core part of the university business
model?
– Beware being befuddled by marke...
Mission as a guide to strategic choice:
• Do the following strategic choices better
“prepare (all) our students to become
...
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Recruitment and retention as a core part of the university business model - Nigel Healey

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Recruitment and retention as a core part of the university business model - Nigel Healey

  1. 1. Recruitment and retention as a core part of the university business model Professor Nigel Healey Pro-Vice-Chancellor (International) 20 March 2014
  2. 2. The Aladdin caveat Guard: “Look out, he’s got a sword!” Captain: “You fool! We’ve all got swords!” 2
  3. 3. Overview • Insights from Marketing 101 • Limitations of Marketing 101 • Why have international students at all? • What is internationalisation for? • How does international recruitment and retention fit into an internationalisation strategy? 3
  4. 4. Insights from Marketing 101 4 Source: www.9inchmarketing.com
  5. 5. The international student journey 5 Discovery Application Admission Enrolment Progression Graduation Alumni Acquisition Retention
  6. 6. Limitations of Marketing 101 • Universities are not profit-maximising corporations • Mission � stakeholders � governance � 6
  7. 7. Why have international students at all? • Grow/diversify revenue? • Attract the world‟s brightest minds? • Build a global brand? • These are secondary objectives • What is the core mission of a university? 7
  8. 8. What is the core mission of a university? 8
  9. 9. …and where does international student recruitment and retention fit in? 9
  10. 10. A perspective from NTU • Our core mission is: – To prepare (all) our students to become highly employable global citizens – To enhance the quality and relevance of our research • In a globalised world, the internationalisation of the university is pivotal to fulfilling this mission 10
  11. 11. NTU will prepare its students to become highly employable global citizens by: 1. Internationalisation of the curriculum 2. International teaching partnerships 3. International student recruitment 4. International student experience and support 5. Internationalisation of the faculty 11 Internationalisation
  12. 12. Internationalisation: how it fits together 12 An international learning experience = highly employable global citizens Globally- connected research Internationalised curriculum International student recruitment Teaching partnerships International student support Internationally- oriented staff
  13. 13. 1. Internationalisation of the curriculum • Showcase and celebrate internationalism • Embed international or comparative content throughout courses • Provide at least one “international learning experience” during a student‟s course • Promote outbound mobility (of all types) 13
  14. 14. Inaugural NTU Global Week 11-15 February 2013 21 March 2014 14
  15. 15. 15 Date/time Event Location Monday 3 March 11.30 am - 12.30 pm Mandarin Language Taster: Have a go at speaking some basic Mandarin. Clifton Global Lounge Monday 3 March 12 – 1 pm Dragon Dance: Come and watch the traditional dragon dance for Chinese New Year! City Newton (Follow the dragon from outside Newton on the Goldsmith Street side into the building and down to the central courtyard) Monday 3 March 12 – 1 pm Spanish Language Taster session: More than 400 million people speak Spanish worldwide. Come along us to learn some phrases from this widely spoken language. Brackenhurst Bramley TG7 Monday 3 March 12 – 4 pm Gomusin: Come see a display of traditional Korean shoes designed and decorated by NTU Students. Coffee, tea and biscuits provided. City Global Lounge (Goldsmith Street, next to the Chaucer building) Tuesday 4 March 11 – 4 pm Rangoli: Rangoli is a folk art from India where you make colourful works of art using sand. Come and watch a Rangoli artist creating some Rangoli art, and even have the chance to join in! City Newton, Central Courtyard Tuesday 4 March 12.30 – 1.30 pm Bollywood dancing: Come and learn how to do Bollywood dancing. City Newton, Central Courtyard Tuesday 4 March 1 – 2 pm Japanese Language Taster: Come along to learn some Japanese phrase. Konitchywa! Clifton Global Lounge Tuesday 4 March 1 – 2 pm TBC Chinese traditional music: Come hear NTU student Xiao Zhao play the traditional Chinese Erhu also known as a 'Chinese violin'. Clifton Main Hall Tuesday 4 March 2 - 4 pm Gatka: Come and see a professional demonstration of this weapon-based martial arts which originated in Northern India. City The Level, SU Building Tuesday 4 March 5.15 – 6 pm Peace and Hope: A Celebration in Story, Word, and Song. Come hear representatives of different global faith traditions speak from their context about positive and transforming multi-faith engagement. City Global Lounge (Goldsmith Street, next to the Chaucer building)
  16. 16. Chinese New Year Gala 2014 16
  17. 17. International learning experiences 17 Internships Projects Languages Exchange Volunteering
  18. 18. Promoting outbound mobility Global employability Outbound mobility Widening participation 18 University scholarships External scholarships International partners
  19. 19. 2. International teaching partnerships • Build teaching partnerships with peer institutions to: – Promote student, staff and knowledge exchange – Provide structured opportunity for deep student exchanges – Develop joint degrees that each partner could not offer alone – Build NTU‟s profile in key countries (to support recruitment) 19 vs
  20. 20. Examples of joint/dual degrees 20 BA International Relations 1+1+1 LLB European Law 2+1 MSc Management 1+1 LLB 3+1+1
  21. 21. 3. International student recruitment • Limitations of Marketing 101: more $ is not necessarily better • Tension between sales volume and: – Margin (tuition net of commission and scholarships) – „Quality‟ in English language – „Quality‟ in academic entry standards – Level of academic support required – Diversity (where students come from and what they study) • International student recruitment bedevilled by: – Principal-agent issues – Prisoner‟s dilemma issues (agents compete commissions up, entry standards down) 21
  22. 22. The NTU approach to recruitment • Make international student journey from discovery to enrolment as welcoming as possible • Global Counsellors‟ Conference • In-country representative (support agents and applicants) • Pre-departure parties 22
  23. 23. Education Destination Nottingham 23
  24. 24. 4. International student experience and support (retention) • Range of social support activities offered by International Development Office, Student Services and NTSU • International buddy system to help integrate UK and international students • Alumni events internationally to create a global family of NTU graduates • Early intervention software to identify and support failing students 24
  25. 25. 25 NTU Global Lounge Typical events: • International Returners‟ Reception • Incoming Exchange Welcome Party • International Volunteering Day • International Student Ambassadors Party • Erasmus Information Day • HIVE European Entrepreneur Exchange • NTSU International Assembly • International Exchange Week • Uganda Public Health Awareness • International Volunteers' Training
  26. 26. Work experience for international students 26 International Students SME Exporters In- company projects Internships
  27. 27. Supporting international students is about more than retention • Engaged international students – become proud alumni, creating global networks of boosters and recruiters – can transform the attitudes (and future career prospects) of domestic students – can make the university are cultural exchange for the local community – can support the region‟s export capacity 27 Dato' Sri Haji Mohammad Najib bin Tun Haji Abdul Razak
  28. 28. 5. Internationalisation of the staff • Provide the professional development for staff (academic and professional services) so that they support and value international students – Training on students‟ learning styles, cultural awareness, etc – Encourage international exchange of academic and professional staff 28
  29. 29. Conclusions • Is recruitment and retention a core part of the university business model? – Beware being befuddled by marketing-speak, it‟s not just about the $ – Need to start from the university‟s mission – The “business model” is how you organise the business functions to fulfil that mission • For an increasing number of universities, internationalisation is crucial to fulfilling their mission… • …and international student recruitment and retention is a core part of internationalisation • But there is far more to internationalisation than recruitment and retention… and far more to recruitment and retention than $ 29
  30. 30. Mission as a guide to strategic choice: • Do the following strategic choices better “prepare (all) our students to become highly employable global citizens”? – Doubling the enrolment of Chinese MSc Management students? – Admitting “Science without Borders” students from Brazil? – Increasing the enrolment of non-EU undergraduate students? – Developing a dual degree with a leading university in Malaysia? – Validating a private college in Saudi Arabia to offer degrees taught in Arabic? – Establishing a campus in Mauritius? 30
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