International marketing strategy


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Marketing Strategy for Student Recruitment in CIS nations, especially Kazakhstan. By Nitin Ticku

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International marketing strategy

  1. 1. Presenter: Nitin Ticku nytten@yahoo.con Student Recruitment Strategy – CIS Nations
  2. 2. Market Background: Central Asia <ul><li>Kazakhstan </li></ul><ul><li>Biggest market for British Universities. Strong UG market </li></ul><ul><li>Canada: No. 1 destination for Bolashak (scholarship) students </li></ul><ul><li>UK Visas easiest to obtain (in theory), in comparison to Canada and Australia. </li></ul><ul><li>KZ is similar to Russia, in terms of Education System. </li></ul>Country / Region Number of Students Russia 1000 + USA 1000 Canada 500 China 300 Eastern Europe 300
  3. 3. Central Asia: Students by Subjects
  4. 4. Central Asia Recruitment: 2006-08
  5. 5. The Way Forward - Agents <ul><li>Develop Exclusive Agent Network </li></ul><ul><li>Comprehensive Agent Training, Motivation and Support </li></ul><ul><li>Joint Advertising Budgets, with Channel Partners </li></ul><ul><li>Recruitment Specific Bonuses </li></ul><ul><li>Annual Recruitment Targets and Constant Follow Up. </li></ul>
  6. 6. The Way Forward – Feeder Links <ul><li>Develop Feeder Links / Strategic Partnership with Schools, Colleges / Universities in India, for 2+2 and Post Graduate exchange programme. </li></ul><ul><li>Greater emphasis on collaborative partnership. </li></ul><ul><li>Presentations: Engage the Audience, and focus on two way communication. </li></ul>
  7. 7. The Way Forward – Education Fairs <ul><li>British Council and Local Education Fairs </li></ul><ul><li>Use Academic Staff to for provide marketing edge to the campaign. </li></ul><ul><li>Seminar / Gathering with students and parents. </li></ul>
  8. 8. The Way Forward – MARCOM <ul><ul><li>Advertising Campaign </li></ul></ul><ul><ul><li>Direct Marketing / Presentations/ Annual School </li></ul></ul><ul><ul><li>Colleges / Universities Fests : Brand Awareness Campaign . </li></ul></ul><ul><li>Business and Art & Design Colleges in Delhi. </li></ul><ul><li>Business, Law & Biotechnology Colleges in West India </li></ul><ul><li>Science-Related Colleges in Chennai. </li></ul><ul><li>Pharmacy, IT and Engineering Colleges in Hyderabad and Bangalore </li></ul><ul><li>E-Marketing Strategies: Creativity and Active Communication. </li></ul>
  9. 9. Agents Way Forward Challenges Dedicated Agent Network Agent Identification Comprehensive Agent Training, Motivation and Support Time Management Additional Advertising Budgets Recruitment Specific Bonuses Higher Commissions Increases our RPS (Recruitment Per Students) & Budget. Challenge from other competing universities, willing to pay up-to 20% Commission. Recruitment Targets and Constant Follow Up. Agent agreeing to targets and constant persuasion.
  10. 10. Feeder Links Way Forward Challenges <ul><li>Develop Feeder Links / Strategic Partnership with Schools, Colleges / Universities for 2+2 and Post Graduate Programme. </li></ul><ul><li>Not great for instant </li></ul><ul><li>recruitment. </li></ul><ul><li>Identify Prospective Partners </li></ul><ul><li>Collaboration Feasibility </li></ul><ul><li>Ensuring partnership with a </li></ul><ul><li>reputed University. </li></ul>
  11. 11. Education Fairs Way Forward Challenges Education Fairs: Good promotion tool, quite expensive with lots of participating institutions. Not great for instant recruitment Use Academic Staff to provide marketing edge to our campaign. Availability of Time, Motivation, and also increase the budget. Hold Seminar / Gathering with students and parents, to answer any questions they might be having. Event Organisation , Logistics and Expenses.
  12. 12. Market Awareness Way Forward Challenges Advertising Campaign Very Expensive. Getting the best rates and deals. Direct Marketing / Presentations-School & Colleges Identify institutions, needs ground work, co-ordination, follow up and making it interactive. College / University Annual Fair Sponsorship Not a very common strategy, and requires additional budget. E-Marketing Focus on active communication, strong web presence and creativity. P.R Campaign(Showcasing what we have to offer) Expensive, additional expenditure.
  13. 13. MARKETING STRATEGIES Internal Marketing Relationship Marketing Career Services Market Positioning Education Fairs Agent Network Expansion Direct, P.R & E Marketing Database Marketing Student Recruitment Feeder Links Auxiliary Services Schools, Colleges, Universities External Marketing Students, Alumni’s Reference Teachers Parents
  14. 14. Presentation By: Nitin Ticku [email_address]