Your SlideShare is downloading. ×
0
Understanding Student Recruitment in China 101
Slide 1
Understanding Student
Recruitment in China 101
Understanding Student Recruitment in China 101
Slide 2
1) Student Recruitment in China
2) Understanding Cultural Differenc...
Understanding Student Recruitment in China 101
Slide 3
 China represents a source of endless fascination for college
and ...
Understanding Student Recruitment in China 101
Slide 4
 While the country's capacity has expanded, some wealthy
Chinese p...
Understanding Student Recruitment in China 101
Slide 5
 Patience is required when developing strategies for Chinese
stude...
Understanding Student Recruitment in China 101
Slide 6
 Increasingly restrictive visa requirements in the US and UK
and c...
Understanding Student Recruitment in China 101
Slide 7
 Prospective Chinese students tend to choose a destination
country...
Understanding Student Recruitment in China 101
Slide 8
 An alumni network is an excellent resource for international
recr...
Understanding Student Recruitment in China 101
Slide 9
Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit...
Upcoming SlideShare
Loading in...5
×

Understanding Student Recruitment in China 101

1,651

Published on

The number of students from China studying abroad is steadily increasing. This slideshare offers a basic understanding of student recruitment in China.

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,651
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Understanding Student Recruitment in China 101"

  1. 1. Understanding Student Recruitment in China 101 Slide 1 Understanding Student Recruitment in China 101
  2. 2. Understanding Student Recruitment in China 101 Slide 2 1) Student Recruitment in China 2) Understanding Cultural Differences 3) Student Mobility Changes 4) Optimizing Website Communication 5) Alumni Networking and Transnational Education Overview Source: Higher Education Marketing – Understanding Student Recruitment in China 101
  3. 3. Understanding Student Recruitment in China 101 Slide 3  China represents a source of endless fascination for college and university admission departments.  According to the Chinese Ministry of Education, the number of students from China studying abroad rose by 17.7% from 2011 to 2012, up to 399,600 - easily the largest international student population in the world.  As desire for a foreign education soars, interest in the ultra- competitive gaokao Chinese college entrance exam is steadily shrinking.  More and more younger students are instead taking Western standardized exams, such as the SAT and TOEFL, with an estimated 30% increase in students under 18 taking the latter last year. Surging Asian demand for the SAT has prompted recent plans for its redesign. 1. Student Recruitment in China Source: Higher Education Marketing – Understanding Student Recruitment in China 101
  4. 4. Understanding Student Recruitment in China 101 Slide 4  While the country's capacity has expanded, some wealthy Chinese parents believe their homegrown courses are too rigid and one-dimensional.  However, when attempting to enroll their children in the best overseas schools, there is a tendency for them to assume that the same political and economic connections will apply elsewhere, and it is not uncommon for admissions agents to be offered substantial sums in expectation that their son or daughter with poor grades will be accepted. 1. Student Recruitment in China Source: Higher Education Marketing – Understanding Student Recruitment in China 101
  5. 5. Understanding Student Recruitment in China 101 Slide 5  Patience is required when developing strategies for Chinese student recruitment.  This mammoth market was barely accessible even a few years ago and there exist significant differences in value systems to be aware of.  China's swift economic ascent has created many new millionaires and a highly ambitious middle class with a taste for luxury, which includes a world-class education.  Since Chinese students are more likely than their American peers to demand technology in the classroom, state-of-the-art facilities and innovative technological integration should be promoted.  As energy efficiency and innovative design have been identified as national development priorities, engineering is the most popular undergraduate major in China. 2. Understanding Cultural Differences Source: Higher Education Marketing – Understanding Student Recruitment in China 101
  6. 6. Understanding Student Recruitment in China 101 Slide 6  Increasingly restrictive visa requirements in the US and UK and concern for return on investment are working to the advantage of schools in Canada and Australia.  The Canadian government has placed a recent focus on targeting "priority markets" to brand the country as an ideal study destination, and last year reached an agreement with China to expand two-way academic mobility, aspiring to reach a combined goal of 100,000 students studying in each other's countries within five years.  While China is considering a ban on unregistered foreign-based agencies recruiting for study abroad, many institutions have official representatives in China to overcome the complications of applying overseas.  The immensity of recruitment potential in China means that there remains great opportunity for smaller or more vocational schools, including partnering with larger agencies. 3. Student Mobility Changes Source: Higher Education Marketing – Understanding Student Recruitment in China 101
  7. 7. Understanding Student Recruitment in China 101 Slide 7  Prospective Chinese students tend to choose a destination country in the first step of their selection process through Chinese search engine Baidu.  They commonly seek a "top university" in a particular subject, with no specific place or institution in mind.  Effective content strategy and development begins with having a dedicated Chinese expert to focus communication towards your best programs and key selling points for this market.  Although Facebook, Twitter and YouTube are blocked there, many schools are breaking through the Great Firewall of China by using national platforms like Sina Weibo, which hosts over 400 million users - including 80% university students! 4. Optimizing Website Communication Source: Higher Education Marketing – Understanding Student Recruitment in China 101
  8. 8. Understanding Student Recruitment in China 101 Slide 8  An alumni network is an excellent resource for international recruitment and retention.  As word of mouth and networking is particularly important for Chinese marketing, procedures should be implemented to ease the transition of current students, while communicating non-judgmentally the cultural differences.  As Chinese higher education becomes more harmonized with other parts of the world, we will see more transnational education in which students can receive foreign degrees and certifications from their home country.  Long-term institutional commitment is necessary for building meaningful Chinese recruitment and broader internationalization should be the end goal. 4. Alumni Networking and Transnational Education Source: Higher Education Marketing – Understanding Student Recruitment in China 101
  9. 9. Understanding Student Recruitment in China 101 Slide 9 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×