Based on survey responses from over 9000 students globally, the findings will allow institutions to optimise their marketing channels in a bid to enhance attraction and engagement efforts, while surpassing competitive markets in the recruitment of international and domestic students. Download the report @ http://goo.gl/3DT34K

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Marketing Channel Optimisation:
Achieving competitive advantage in
higher education recruitment
Fabian Marrone
VP of Marketing
22 January 2014

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Lack of strategy and direction
Malaysia has stiff competition when it comes to
the recruitment of international and domestic
students — the brain drain
Legacy channels are harder to measure
Digital marketing — in-depth reporting, data and
analysis
Big data, student profiling and behaviour
mapping
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Why marketing optimisation?

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9237 people responded
420 of whom were Malaysian
179 countries
184 nationalities
331 lines of enquiry
5 universities and 3 web assets
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Survey framework

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Survey framework
Demographics and study interests
Information sources and influences
Awareness and engagement
Communication preference and frequency
Final report can be split by:
- aggregated result (domestic, international and total
cohort)
- region
- country and nationality
- other groupings (BRICS).

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Demographics

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48% of respondents have a
household income of less than
$USD25k
72% of Malaysians

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14% access information about
institutions on a mobile device
20% for Malaysians

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18% of international students
are interested in distance
learning and 38% in part-time
study
14% and 29% respectively
for Malaysians

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MOOCs
Which country do
you currently live in -
Response
Very
interested
Philippines 39.71%
Indonesia 26.42%
China (PRC) 25.26%
Vietnam 19.09%
India 14.02%
Singapore 13.82%
Malaysia 13.24%
Country/region % very interested
Africa 18.11%
Americas 25.50%
Asia 17.48%
Europe 17.56%
Oceania 21.47%
Total 19.03%
MOOCs Very interested
Very interested 19.00%

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Information sources

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Web, email and online
prospectuses and are the top
three sources of information
Web, uni fairs and email
communications
respectively for Malaysians

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Teaching quality,
subjects available,
and academic reputation are
the most important (top three)
factors when selecting a
university
In comparison, tuition fees
rank third for Malaysians

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Scholarships,
teaching quality and
academic reputation are the
most important (top three)
factors when choosing between
two universities
Scholarships, academic
reputation and tuition fees
rank in the top three for
Malaysians

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Teaching quality is the most
important (#1) factor when
selecting an institution
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Engagement and awareness

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43% are following you on social
media
46% of Malaysians are
following universities on
social media

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Almost half of Facebook users
also use Google+

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Nearly three-quarters of all
Chinese respondents are Sina
Weibo users, but half also have
Facebook

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Twice as many people (17.29%)
engage with social media
{events and fairs at 8.17%}
In Malaysia, it’s more equal
at 55% and 54%
respectively

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Malaysians are more likely to
communicate via social media
than the average

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India students have the highest
use of social media

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Communication and frequency

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Throughout their ‘journey’, all
students, including Malaysians,
want institutions to get in touch
via email at a weekly frequency

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Thank you