CRM at University of Nottingham
Malaysia Campus

Stephen Doughty
Vice-Provost (Teaching and Learning)
University of Nottin...
Overview
• Context of the University of Nottingham
– Branch Campus vs Home Campus
– Recruiting Institution vs Selective In...
Malaysia Campus
• 1998. Invited by then Education Minister Dato’ Sri Najib
Tun Razak to Establish a Branch Campus.

• Full...
The Concept
• A UK style education –
curriculum, pedagogy, systems, language, resources
• The “Nottingham” experience – le...
Malaysia Campus - A Brief History
• Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur.
• Programmes in Electroni...
• Malaysia Campus: A Brief History
• Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur.
• First Student intake; ...
StudentInternational
Numbers
Total
• Sept 2003
• Sept 2004

650
950

•
•
•
•
•
•
•
•
•

1400
2000
2750
3224
3520
3780
4170...
50

4000

45

3500

Students

Programmes

40
35

3000

30

2500

Foundation
UG

20

1500

PGT

15

1000

PGR

Undergraduat...
Student Growth
• Steady numbers growth over the years
• In line with projections and plans
• Healthy mix of local and inte...
The Branch Campus problem …
• Nottingham University in the UK is SELECTIVE
• UNMC is RECRUITING
The UNMC CRM Experience
Hobsons EMT connect
• Implemented in Jan 2013
– Targeted communications to prospects
– Scheduled and ad-hoc communication ...
Data Tracking:
Open Day email alert (March 2013) Total Received

1200
1000
800
600

400

Viewed
Click on any link
Click on...
Hobsons EMS – Made Offer
• Trialled in Aug 2013
– Improve communication to offer holders
– Improve offer-to-enrolment conv...
Offer-to-Enrolment Conversion
Total September 2013
56%
Hobsons “Made Offer” 61%
Non-Hobsons
52%
Difference

+9%

Difficult...
Conclusion
• Student Recruitment key to UNMCs
ongoing growth and success
• CRM needs to be a significant part of the
offer...
Thank You!
Questions and
Comments please
Crm at university of nottingham malaysia campus
Crm at university of nottingham malaysia campus
Crm at university of nottingham malaysia campus
Crm at university of nottingham malaysia campus
Crm at university of nottingham malaysia campus
Crm at university of nottingham malaysia campus
Crm at university of nottingham malaysia campus
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Crm at university of nottingham malaysia campus

  1. 1. CRM at University of Nottingham Malaysia Campus Stephen Doughty Vice-Provost (Teaching and Learning) University of Nottingham Malaysia Campus
  2. 2. Overview • Context of the University of Nottingham – Branch Campus vs Home Campus – Recruiting Institution vs Selective Institution – Challenges in student recruitment • Experience in use of CRM – Hobsons EMT Connect – Hobsons EMS Made Offer • Conclusion
  3. 3. Malaysia Campus • 1998. Invited by then Education Minister Dato’ Sri Najib Tun Razak to Establish a Branch Campus. • Fully Integrated Branch Campus of the University of Nottingham UK. • • • MQA Self Accrediting Status, May 2010. Tier 5 (Excellent) SETARA’11 Rated. MYRA 3* rated 2012.
  4. 4. The Concept • A UK style education – curriculum, pedagogy, systems, language, resources • The “Nottingham” experience – leadership from seconded staff • Multi-campus schools – academic units at the campuses are part of the School at the UK campus • Student exchange and mobility • International staff and international students • Research active • UK in origin and style but locally embedded
  5. 5. Malaysia Campus - A Brief History • Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur. • Programmes in Electronic & Electrical Engineering, Business Studies and Computer Science. • First Student intake; September 2000. • Student Numbers 2000-01: 2001-02: 2002-03: 86 196 435
  6. 6. • Malaysia Campus: A Brief History • Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur. • First Student intake; September 2000 • First Postgraduate Graduation; January 2002 • First Undergraduate Graduation; January 2004 • Moved to the new campus at Semenyih; September 2005. • Around 4800 students as of October 2013.
  7. 7. StudentInternational Numbers Total • Sept 2003 • Sept 2004 650 950 • • • • • • • • • 1400 2000 2750 3224 3520 3780 4170 4679 4774 Sept 2005 Sept 2006 Sept 2007 Sept 2008 Sept 2009 Sept 2010 Sept 2011 Sept 2012 Sept 2013 162 230 (25%) (24%) 420 600 986 1213 1337 1436 1550 1526 1437 (30%) (30%) (36%) (38%) (37%) (38%) (37%) (33%) (30%)
  8. 8. 50 4000 45 3500 Students Programmes 40 35 3000 30 2500 Foundation UG 20 1500 PGT 15 1000 PGR Undergraduate 25 10 2000 Total 500 Post Graduate 5 0 0 Mar-08 Mar-09 Mar-10 2007 2008 2009 2010 2011 Mar-11 600 20 500 Number of Schools 18 16 Staff 400 300 Academic 14 200 Support 12 100 10 0 8 2007 2008 2009 2010 2011 2012 Total
  9. 9. Student Growth • Steady numbers growth over the years • In line with projections and plans • Healthy mix of local and international students All managed with “traditional” recruitment methods …. So why the discussion of CRM ? • Realisation that sustaining larger intakes in an increasingly competitive arena meant the need to change approach. • Changing expectations of prospective students.
  10. 10. The Branch Campus problem … • Nottingham University in the UK is SELECTIVE • UNMC is RECRUITING
  11. 11. The UNMC CRM Experience
  12. 12. Hobsons EMT connect • Implemented in Jan 2013 – Targeted communications to prospects – Scheduled and ad-hoc communication plan • Required internal process changes – Greater engagement from Faculties – Data cleansing required – Refined processes • Outcome – improvements in comms quality • Outcome – more strategic comms • Outcome – better tracking and efficiency
  13. 13. Data Tracking: Open Day email alert (March 2013) Total Received 1200 1000 800 600 400 Viewed Click on any link Click on accommodation link Click on application Click on fees and scholarships link Click on foundation link Click on planned activities and events link Click on programmes link Replied to Enquiries 200 0 18/03/2013 22/03/2013 18/03/2013 22/03/2013 3054 3052 762 1019 160 249 8 12 30 42 38 59 13 16 94 139 34 60 8 11
  14. 14. Hobsons EMS – Made Offer • Trialled in Aug 2013 – Improve communication to offer holders – Improve offer-to-enrolment conversion • Phased Trial – September 2013 intake • Removed agent-managed offer holders • Control group • Hobsons “Made Offer” group – April and July 2014 – Foundation intake
  15. 15. Offer-to-Enrolment Conversion Total September 2013 56% Hobsons “Made Offer” 61% Non-Hobsons 52% Difference +9% Difficult recruitment Year – massive reduction in international recruitment due to visas – lots of offers made but few enrolments – affected % Note: More analysis under way on these numbers
  16. 16. Conclusion • Student Recruitment key to UNMCs ongoing growth and success • CRM needs to be a significant part of the offering to meet those ends • Nottingham successful implementation of Hobsons CRM platform
  17. 17. Thank You! Questions and Comments please

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