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Middlesex University T&L Conf 2012

Middlesex University T&L Conf 2012

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Track K Dean Track K Dean Presentation Transcript

  • Enriching the learning experience of International Students Dr. Aftab Dean Email: a.dean@leedsmet.ac.uk
  • Successfully recruiting and enriching the I/S learning experience FRAMEWORK TO GROWTH OF I/S NEW CHALLENGES IN ENRICH I/S RECRUITING I/S ENRICHINGLEARNING EXPERIENCE Opportunities in India INTERNATIONALOF I/S STUDENT EXPERIENCE Challenges faced Effective Marketing tools by I/S to recruit I/S WHY I/S CHOOSE TO STUDY IN THE UK Copyright: Dr. A. A. Dean, 2012
  • Successfully recruiting and enriching the I/S learning experience FRAMEWORK TO GROWTH OF I/S NEW CHALLENGES IN ENRICH I/S RECRUITING I/S ENRICHINGLEARNING EXPERIENCE Opportunities in India INTERNATIONALOF I/S STUDENT EXPERIENCE Challenges faced Effective Marketing tools by I/S to recruit I/S WHY I/S CHOOSE TO STUDY IN THE UK Copyright: Dr. A. A. Dean, 2012
  • Growth of International Students
  • I/S facts• 3.7 million students studying overseas (2009)• US is largest recruiter - 691,000 I/S• UK is second with - 405,805 I/S (HESA) EU Overseas Total 1996 1997 88124 109940 198064 1997 1998 96424 116840 213264 1998 1999 101995 117290 219285 1999 2000 102510 122150 224660 2000 2001 94575 136290 230865 2001 2002 90135 152625 242760 2002 2003 90580 184685 275265 2003 2004 89545 210510 300055 2004 2005 100005 218395 318400 2005 2006 106225 223855 330080 2006 2007 112260 239210 351470 2007 2008 112150 229640 341790 2008 2009 117660 251310 368970 UK recruitment figures 2009 2010 125045 280760 405805 for non-UK students 2010 2011 130,120 298,110 428230 (HESA,2012)
  • Growth of International Students350000300000250000200000 EU Overseas150000100000 50000 0 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11
  • Percentage growth of I/S25.0020.0015.00 EU % Growth10.00 Overseas % 5.00 Growth 0.00 -5.00-10.00 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11
  • Top EU sending countriesTop 10 EU senders 2010-11 2009-10Republic of Ireland 16,855 16,595Germany 16,265 15,425France 13,325 13,780Greece 11,630 11,785Cyprus 11,320 11,160Poland 7,330 8,415Italy 7,100 6,650Spain 5,795 5,720Romania 4,625 3,190Bulgaria 4,615 3,395
  • Top non-EU sending countries Top 10 non-EU senders 2010-11 2009-10China (PRC) 67,325 56,990India 39,090 38,500Nigeria 17,585 16,680United States of America 15,555 15,060Malaysia 13,900 14,060Hong Kong (Special 10,440 9,945Administrative Region)Saudi Arabia 10,270 8,340Pakistan 10,185 9,815Thailand 5,945 5,505 HCanada 5,905 5,575
  • New Challenges of Recruiting I/S
  • New competitors• Singapore• New Zealand• ChinaCountry Growth in Indian StudentsCanada 280% (2008-2010)France 20% each yearGermany 15% (2009-2010) (source: The economic times, 2011)
  • Government Policies the diminish attractiveness of studying in the UK• New Visa Restrictions could cut number of I/S and their dependents by 100,000• Limit on Post Study Work scheme is causing many Indian students to look at alternative destinations
  • Perception of I/S by UK HE
  • Perception of I/S by UK HE• Currently I/S contribute £8 Billion to UK economy• We need to see I/S as a global resource not global commodity H
  • Opportunities in India
  • Breakdown of IS studying in the UK UK China India United States Nigeria Malaysia Other 18% 51% 13% 8% 5% 5%
  • Future growth of I/S for UK HECountry Growth PeriodIndia 18% 2011-2015China* 9% 2011-2015Nigeria 5% 2011-2015Malaysia 4% 2011-2015US 3% 2011-2015 Students in Motion (2011)Chinese parents invest one third of their income in the children’s education(Mazzorol and Soutar, 2002)
  • Change in the number of IS coming to study in the UK 80.00 70.00 60.00 50.00 40.00 30.00 20.00 10.00 0.00-10.00-20.00 United Hong China India Nigeria Malaysia Pakistan States KongUK 0.88 51.00 -1.93 35.47 12.51 9.16 2.91Million + 0.19 66.33 -8.85 22.86 6.75 -2.98 -10.86
  • Growth of Universities in India
  • Number of Students in HE by State
  • Determining key Cities to recruit studentsSource : (UGC, 2012) Source : (Census India, 2011)
  • Geographic Targeting of Cities NORTH Delhi, Chandigarh, Fari dabad, Amritsar, Ludhi ana, Jalandhar, Shimla , Dehradun Panaji, Mumbai, Pune, Kolkata, Shillong Niche/ConcentratedWEST Nagpur, Ahmadabad, Su EAST rat Marketing Strategy Bangalore, Hyderabad, Cochin, Trivandrum, Ch ennai SOUTH H
  • Effecting Marketing to recruit IS
  • Marketing to recruit I/SUse Alumni, Exhibitions, Work with educational ministries;Overseas visits/presentations; Use social networks; British Council Sample 212
  • Recruitment preference by Region 80 Encourage Alumnit to promote uni 70 Encourage current student to promote uni Academics accompany international officers 60 Improve Uni website 50 Engage with students on Social networks Advertise in local newspapers 40 Use poster ads in local university 30 Academics presentations at overseas colleges Exhibit at Educational fairs 20 Work with British Council 10 Work with local Agent 0 Develop links with educational ministry EU Gulf Indian Sub China Asia Africa Sample 212Confirmation: Crosstab findings with current expenditure by Region H
  • Reasons why I/S choose to study in the UK
  • Factors influencing IS to select an overseas education (Mazzarol and Hosie, 1996;personal reasons Lin, 1997; Binsardi and Ekwulugo, 2003) Srikatanyoo and Gnoth, 2002;country image Binsardi and Ekwulugo, 2003) ( Lin, 1997, Mazzarol, 1998, Soutarinstitutional image and Turner, 2002; Price et al., 2003) (Srikatanyoo and Gnoth, 2002;program evaluation Binsardi and Ekwulugo, 2003)
  • Reasons why Chinese students study abroad:Pull Factors Category (Dean, 2012)Institute reputation CollegeKnowledge of destination CitySupport from University CompellingRecommendations from relatives, Connectionsparents and friendsTuition fees, living expenses and Costgeneral costsClimate, lifestyle, crime, safety CultureGeographical proximity CountryFamily or friends living in the Connectionsdestination countryEmployment prospects CareerCourse offers scholarship Course Adapted from Bodycott (2009, p.354)
  • Pull factors attracting I/S to UK 43 Pull factors (Dean, 2012)24 Pull factorsHung et al., 2005;Mazzarol and Soutar,2002)
  • Factors that influence IS to study in the UK
  • Mean ranking of factors influencing I/S choiceTheme Factors influences choice to study in the UK N Meancareer q6a enhance career prospects 210 5.84career q6b qualification is recognised worldwide 210 5.76career q6c looks good on the CV 211 5.62career q6f improve language skills 210 5.60city q6qq city has good shopping facilities 210 5.37college q6q University has many good services 209 5.27career q6e earn higher salary 208 5.22college q6o University has many international students 210 5.05course q6w course can be completed in short time 211 4.98city q6pp city has good transportation links 211 4.93culture q6nn UK is a multicultural society 210 4.88complimentary q6s easy application procedure 207 4.81
  • Factors influencing I/S by Region IndianTheme Factor Influencing Student Choice EU Gulf China Asia Africa Sub.career qualification is recognised worldwide * * *career looks good on the CV * * *career Improve language skills * * *connections trust built with the recruiter * * *country Easy to get a Visa * * *country weather in the UK * * *country UK is close to my country * *country UK has historical links with my country * *college University has many international students * *complimentary workshops to help students acquire skills * * *course course is value for money * * *course highly qualified staff delivering course * * *course opportunity to work part time * * * *cost scholarship available * * *culture UK has a good social life * *culture choice of accommodation available * *culture UK is a safe place * * * *culture Opportunity to learn western culture * *culture friendliness of UK people * * * *culture friendliness of students in the UK * * * *culture tolerance of British people * *city city is internationally recognised * * * * * Hcity city has good transportation links * * *
  • Challenges experienced by IS
  • How quickly IS adapt to our culture and learning style? Sample Size: 492 students (209 RG, 283 Post-92)
  • Challenges faced by I/S Indian S.E. Theme Challenges experienced by I/S Gulf African Chinese Sub. Asian q2b not understanding rules ofAssessment plagiarism * * * *Language q2i language communication problems * *Tutors q2n having to deal with unfriendly staff * * * * q2o lack of communication withTutors academic tutors * * * *Finances q2p managing personal finances * * * q2s Not being aware of differentAccommodation types of accommodation * * * * q2t Becoming accustomed to UKWeather weather * * * *
  • Discrimination experienced by I/S30252015 q4 Student Discrimination10 q5 Staff Discrimination 5 0 1 EU 2 Gulf 3 Indian 4 China 5 Asia 6 Africa Sub
  • Helping students overcome challenges
  • Enhancing the learning experience for ISIntensity ofChallenge RESOURCE INVESTMENT Time H
  • Teaching / Learning Experience of International Students
  • Students prefer the following qualities in a tutorUK students: Overseas Students:• Approachable; • Inspire students to• Helpful; achieve their best;• Care about student • Encourage students; academic progress; • Approachable;• Always available; • Respect students;• Treat students as • Care about student individuals; academic progress; Sample 408 students
  • Preferred Teaching activities that enhance student learningAll students: Overseas students prefer:• Material available on the • Presentations that include online portal; video/youtube clips;• Use of Case Studies; • Group based activities;• Presentations that include • Tutors who use social video/youtube clips; media to engage• Traditional PowerPoint; students;• Problem solving activities; Sample 408 students
  • Masters degree students admire tutors who have:• Published papers;• Written books.• Overseas* students prefer tutors who have published papers and books. Sample 408 students
  • NSS experience of Business School IS
  • Review of International student responses (all Business Schools) NSS Themes Gulf African Indian EU EE Nordic Chinese Malay S.E.Asian Turkish PakTeaching + + + - + + + + - - +Assessment and - + - - - - + - - - +FeedbackAcademic Support + + + + - - + + - - +Organisation and + + + + + + + - - + +ManagementLearning Resources + + - - + + - - - + +Personal + + + + + - - - - - +DevelopmentOverall Satisfaction + + + + = - + + = = +
  • Post 92 University International student results NSS Themes Gulf African Indian EU EE Nordic Chinese Malay S.E.Asian Turkish PakTeaching + + - - - - + - - - +Assessment and + + - - - - + - - - +FeedbackAcademic Support - + - - - - + - - + +Organisation and - + - - - - - - - + +ManagementLearning Resources + + - + + - + - - + +Personal + + - - - - + - - + -DevelopmentOverall Satisfaction + + - - - - + - - - + H
  • I/S Enrichment framework
  • I/S MATES enrichment framework Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 MARKET Advertising TRAINING ENGAGEMENT SUPPORT External External Macro Micro Internal Action Activities Learning Guidance MarketingPEST competitors Activity customised by region pre-activities Pastoral support (guidance) Career AdviceCultural Organization of culturalawareness new contacts Metrics online and offline Induction events Alumni Events Agents customised 9Cs Follow up (4 wks) Academic workshops Cultural Celebrations Recruitment officers Curriculum Development University activities Pedagogical Innovation Academic performance of IS Language support Performance of 9Cs Marketing Ambassadors Alumni Development Performance of new contacts Investment for continued student loyalty H Copyright: Dr. A. A. Dean, 2012
  • Thank you. Any Questions
  • Achieving Distinct ExcellenceNSS Very poor NSS scores Solution:Student Challenges Pedagogy, Admin, Expectations Solution: Lack of commitment to engagingInternationalisation international students Solution:ADMIN Perceived as being disorganised Solution:Staff Overworked Solution:Current Challenges Now Future