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Studying in China and Student Recruitment Trends of Chinese Higher Education Institutions

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These slides are from the ICEF 2014 Beijing Workshop, given by Juan Xiong. Mr Xiong is the Chief Operating Officer of China-based AT0086 Corporation, which offers services to assist those interested in studying abroad in China.

His presentation covered the following topics:

- Overview of studying abroad in China;
- Introduction of Chinese higher education service and products;
- Common recruitment channels and methods of Chinese universities;
- Challenges in international student recruitment encountered by Chinese universities;
- Development trends in international student recruitment of Chinese universities.

For more information on studying in China, please see our article "China
now the world’s third most-popular study destination" here: http://bit.ly/1laP2mP. And for more news and research on international student recruitment please visit http://www.icefmonitor.com, subscribe for free daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.

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Studying in China and Student Recruitment Trends of Chinese Higher Education Institutions

  1. 1. Studying in China and Student Recruitment Trends Of Chinese Higher Education Institutions AT0086 Corporation Study abroad in China one-stop services Juan Xiong AT0086, China Oct 15, 2014 1
  2. 2. CONTENT 1 Overview of education abroad in China 2 Chinese university and its offerings 3 Recruitment barriers of Chinese universities 4 Traditional recruitment methods of Chinese universities 5 Student recruitment trends of Chinese universities 2
  3. 3. An Overview 3
  4. 4. 2009 2010 2011 2012 2013 Amount of overseas students (unit:ten thousand ) 23,8 26,5 27,5 32,8 35,6 0 5 10 15 20 25 30 35 40 Overseas students in recent 5 years of China DATA RESEARCH  350,000+ overseas students from 200+countries and regions 4
  5. 5. WHY CHINA 3 2 5
  6. 6. WHY CHINA 3 Superiorities 2 6
  7. 7. I. Relatively low cost compared to developed countries 3 SUPERIORITIES 0 5000 10000 15000 20000 25000 30000 35000 China Japan Singapore United Kingdom Canada United Arab Emirates United States Australia Study cost for foreign students (cost in USD) China Japan Singapore United Kingdom Canada United Arab Emirates United States Australia 7
  8. 8. II. Diversity of universities and programs, compared to other Asian countries • 746 Chinese universities • 13 subject fields, 6 types of study 3 SUPERIORITIES 8
  9. 9. III. More career opportunities • Rapid economic growth and ascending comprehensive national power of China • Foreign invested enterprises 3 SUPERIORITIES 9
  10. 10. 2 Supports 3 Superiorities WHY CHINA 10
  11. 11. “Plan for Study in China” • Largest study abroad destination in Asia • In 2020 • 500k 1 SUPPORT 11
  12. 12. SCHOLARSHIP Overseas Scholarship Strategy • U.S. 100,000 Strong Initiative • Erasmus Mundus Program • Brazil "Science without Borders" Initiative Chinese Scholarship Strategy • Chinese Government Scholarship • Provincial Government Scholarship • University Scholarship I. Scholarship scheme 12
  13. 13. PART-TIME JOB II. Part-time job policy 13
  14. 14. Chinese university and its offerings 14
  15. 15. 2009 2010 2011 2012 2013 Universities accepted overseas students 619 620 660 690 746 0 100 200 300 400 500 600 700 800 CHINESE UNIVERSITY 15
  16. 16. HOW TO CHOOSE PARTERNER UNIVERSITY 16
  17. 17. 17 HOW TO CHOOSE PARTERNER UNIVERSITY
  18. 18. UNIVERSITY OFFERINGS 1 2 3 Offerings of Chinese University 18
  19. 19. UNIVERSITY OFFERINGS Programs & Courses 2 3 Offerings of Chinese University 19
  20. 20. PROGRAMS & COURSES  30,000+programs and courses from 100+ universities Science & Engineering, 14710 Economics & Management, 5280 Literature & Art, 2760 Chinese Language, 2583 Western Medicine, 2315 Sociology, 2019 Education, 1415 Agriculture, 1247 TCM, 751 Law, 732 20
  21. 21. AVAILABLE PROGRAMS PLEASE NOTE 40% Courses It depends 60% Courses Available 21
  22. 22. 1 2 3 4 Key Points Need to Know PROGRAMS & COURSES 22
  23. 23. Teaching Language Key Points Need to Know 2 3 4 PROGRAMS & COURSES 23
  24. 24. PORPULAR ENGLISH-TAUGHT PROGRAMS 95% Chinese- taught programs 5% English- taught programs Science & Engineering Mechanical Engineering Architecture Computer Science Communications Engineering Economics & Management Management Economics Western Medicine Clinical Medicine Pharmacy Chinese Medicine Traditional Chinese Medicine Law (International) Law Sociology International Relations Education Education  English-taught programs, applied programs are more popular 24
  25. 25. ENGLISH-SPEAKING TEACHERS  Make clear about teaching language before sending students Foreign teachers Chinese teachers ( with translator) 25
  26. 26. Tuition Fees Key Points Need to Know 3 4 PROGRAMS & COURSES Teaching Language 26
  27. 27. BY SUBJECT FIELDS By Subject Fields  Other programs Much lower than Medicine, Art programs(USD1100-2500)  Medicine, Art Programs U: USD3300-7000 P: USD3500-8000 D: USD5000-8000 27
  28. 28. BY LOCATION & TEACHING LANGUAGE More Conclusions Teach in Chinese? English? North China is higher English-taught > Chinese taught(USD500-1000) 28
  29. 29. Entry Require- ment Key Points Need to Know 4 PROGRAMS & COURSES Tuition Fees Teaching Language 29
  30. 30. ENTRY REQUIREMENT Age HighestDegree Language Ability B:18-30 M:< 40 D:< 45 B:High school M:Bachelor D:Master B:HSK4 M:HSK5 D:HSK6 IELTS:5.5 Please Note  Universities with large scale of overseas students, Popular programs: Optimize international students’ country of origin, requires higher academic score; or require interview  Beginners: Lower entry requirement 30
  31. 31. Application Documents Key Points Need to Know Entry Require- ment Tuition Fees Teaching Language PROGRAMS & COURSES 31
  32. 32. APPLICATION DOCUMENTS General requirement • Application form • Passport • Degree certificate • Transcripts • References • Study plan To avoid visa fraud and disease infection 32
  33. 33. Student Service 3 UNIVERSITY OFFERINGS Programs & Courses Offerings of Chinese University 33
  34. 34. STUDENT SERVICE Student Service 34
  35. 35. ACCOMMODATION Student Accommodation Room type Price Attention 35
  36. 36. Twin-bed Room Student Accommodation Room type Price Attention ACCOMMODATION 36
  37. 37. Single room: USD200/month Double room: USD100/month Economically developed city: X3 Student Accommodation ACCOMMODATION Room type Price Attention Twin-bed Room 37
  38. 38. Dormitories in Beijing Shanghai Guangzhou regions are always in great demand Student Accommodation ACCOMMODATION Single room: USD200/month Double room: USD100/month Economically developed city: X3 Twin-bed Room Room type Price Attention 38
  39. 39. AIRPORT PICK-UP Pick-up Service University pick-up Outsourcing Information guide 39
  40. 40. Scholarships Student Service UNIVERSITY OFFERINGS Programs & Courses Offerings of Chinese University 40
  41. 41. SCHOLARSHIPS AND FUNDING Chinese Government Scholarship Allocation Graduates Chinese-taught Programs 41
  42. 42. University Scholarship Allocation New Programs For Specific Country SCHOLARSHIPS AND FUNDING 42
  43. 43. Recruitment barriers 43
  44. 44. 3 Barriers 1 Human Resource Limits 3 RECRUITMENT BARRIERS 44
  45. 45. HUMAN RESOURCE LIMITS  Staff Shortage  Not Professional 45
  46. 46. Outsourcing  Consulting services  Application guide  Documents collection  Admission feedback  Help on arrival RESOLUTIONS 46
  47. 47. Training& Sharing RESOLUTIONS 47
  48. 48. 3 Barriers 1 Human Resource Limits 2 Imperfection of Recruitment System 3 RECRUITMENT BARRIERS 48
  49. 49. IMPERFECTION OF SYSTEM 49  Inconvenient International Payment
  50. 50. Student in China Asian & African European & American RESOLUTIONS 50
  51. 51. IMPERFECTION OF SYSTEM 51  Long Admission Process
  52. 52. Provincial JW202 verification system: http://hb202.at0086.com RESOLUTIONS 52 Letter of Authorization
  53. 53. 3 Barriers 1 Human Resource Limits 2 Imperfection of Recruitment System 3 Inadequate Student Source 3 RECRUITMENT BARRIERS 53
  54. 54. INADEQUATE STUDENT SOURCE Difficult to set up a new program  Lack of enrollment  High input 54
  55. 55. Single country of origin(eg. MBBS Program) UP 90% < 10% INADEQUATE STUDENT SOURCE 55
  56. 56. RESOLUTIONS Scholarships  For freshman  For specific country/region 56
  57. 57. JOINT PROMOTION Joint promotion and recruitment 57
  58. 58. Traditional recruitment methods 58
  59. 59. 3 Traditional recruitment channels International Education Fair Joint Education Education Agency Traditional recruitment methods 59
  60. 60. INTERNATIONAL EDUCATION FAIR • High input, low gain • Different agents Worries Prefers • Limited coverage • Different regions 60
  61. 61. JOINT EDUCATION • Long approval process • Universities with high reputation • Uncertainty of degree authentication • Reliable programs Worries Prefers 61
  62. 62. EDUCATION AGENCY • Authenticity • Large & Credible • Scattered students • Experienced • Single country of origin Worries Prefers • Diverse 62
  63. 63. Student recruitment trends 63
  64. 64. RECRUITMENT TRENDS Internet recruitment with professional service 64
  65. 65. DIGITAL ERA & NEW MEDIA Social Media Marketing: Once an Option, Now a Must  Preferred communications channel by students  Low cost 65
  66. 66. INDEPENDENT BRAND Build up independent recruitment brand  Global competition  Differentiation 66
  67. 67. ONLINE RECRUITMENT PLATFORM Build English online platform for student recruitment  Promote to attract more potential students  Make it more convenient for students submitting applications Wuhan University Hunan University Shanghai University Shanghai University of T.C.M China Pharmaceutical University Jiangsu University Ningbo University 67
  68. 68. PROFESSIONAL SERVICE Service Personnel  Application guide  More engagement with students 68
  69. 69. Provincial joint promotion and recruitment  Among factors of choosing a Chinese university, Province & City accounts for 14% RECRUITMENT TRENDS 69
  70. 70. Regional promotion & application platform  Display provincial feature and superiority  Joint promotion for brand courses  Provincial scholarship application and verification Hubei Provincial Department of Education Shaanxi Provincial Department of Education Anhui Provincial Department of Education RECRUITMENT TRENDS 70
  71. 71. Public-private cooperation RECRUITMENT TRENDS  Government  Universities  Social organization 71
  72. 72. RESEARCH SUPPORT Reference data for government research 72
  73. 73. UNIFY INDUSTRY STANDARD Design unified application form  Standardization  Easy access to data collection and analysis 73
  74. 74. Construction standard of online recruitment platform UNIFY INDUSTRY STANDARD 74
  75. 75. Build regional promotion website worldwide TECHNICAL SUPPORT 75
  76. 76. IN CONCLUSION 1 Economic power determines the impact of the nation 2 Focus on student service and brand courses when seeking for cooperation 3 Better understand of the university, better cooperation 4 High quality of students & agents are on demand of high-quality universities 5 Diverse recruitment channels and promoting mode is on demand 76
  77. 77. Juan Xiong AT0086 CORPORATION Email: at0086_xj@aliyun.com Website: www.at0086.com THANKS FOR YOUR TIME! 77

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