This document provides a research plan for analyzing the demand for UK transnational education (TNE) activities in potential markets such as Kazakhstan, Uzbekistan, Azerbaijan, and Burma. The plan includes conducting secondary research on market conditions and primary research through surveys. A literature review covers definitions of TNE, issues, and strategies. Market analyses use PEST and SWOT frameworks. The research aims to identify opportunities for Coventry University, recommend the best country and partner to start with, and provide benefits of TNE for the university.

1. ACADEMIC PARTNERSHIP UNIT
SAKINAH MOHD SHUKRI
MSc International Business ( First Class Hons)

2. Content
1.Background & Objective
2.Literature review
3.Research plan
4.Analysis and Discussion
5.Conclusion
6.Recommendation

3. Background
 What is TNE?
“ Education in which the learner are located in a country
that is different from the institution award is based in”
(UNESCO,2000)
 Which Market?
 Kazakhstan
 Uzbekistan
 Azerbaijan
 Burma

4. Research Objective
 To analyze the UK TNE activity demand in the






potential market
To develop an in - depth analysis
To illustrate the strength of the market
To make recommendation on strategy
To create warm leads for Coventry University
To predict the best TNE activity
To improve Coventry University brand

5. Literature Review
 TNE definition & objective
 The future of globalization in higher education
 Main issue in TNE development
 Market summary & Market Entry condition
 Market situation analysis
 PEST market analysis
 Main risk of doingTNE
 Entry mode Strategy

6. Impact of globalization in TNE
activity in HE
 New demand for quality education in home country
 Demand of English education increased
 Political & Economical development in Central Asia




and Burma had created society demand
Raised concern on national education security
Global human resource in HE
Cultural diversity
Culture of life long learning

7. Market Summary & Market Entry
Condition
Country
Capital City
Population
Growth rate
Household
income(GDP)
Language
Age structure
(18-24)
Kazakhstan
Astana (650k)
17,552,010
1.235%
$216.4billion
Kazakh,
Russian
Uzbekistan
Tashkent
(2.201m)
28,394,180
0.93%
$94.04 billion
Uzbek, Russia, 15.2 million
Tajik
36%
Azerbaijan
Baku
(1.95m)
9,493,600
1.017%
$93.02 billion
Azerbaijan,
Lezgi, Russian
6.3million
52%
Burma
Rangoon
(4.259m)
54,584,650
1.07%
58.72 billion
Burma,
English
46million
34%
12million
Urban vs. Rural
59%

8.  PEST (Kazakhstan, Uzbekistan & Azerbaijan)
P
E
S
Republican
Democracy
Getting
stable
Trade
restriction &
Tariff Low
Low
Masculinity
unemployme Hierarchy
nt rate
Improving
infrastructur
e
Very poor on
human right
Oil, gold
Free Trade
Economy
Intellectualit
y law is low
Not a WTO
member
Increasing
inflation
Russian
Slow
Government
access
90% Muslim
Ethical
agreement
UN &
Exchange
Commonwea rate
lth of
convertible
Independent
States
Hierarchy
Masculinity
T
Lack of Ecommerce

9. • PEST(BURMA)
P
E
S
T
Political risk
Unstable
54million
Buddhist
Undeveloped
infrastructure
Common Law
Poorest Country
Education level is
low
Undeveloped
Technology
Military
government
Low in taxation
Hierarchy &
Masculinity style
Intellectuality law
is low
Country Conflict
Exchange rate is
convertible
Democracy
Slow government
access

10. The risk of doing TNE in this market?
 Stealing intellectual property
 Quality assurance
 Lack of consumer protection
 Government intervention
 Contractual agreement
 Culture clash
 Lack of country development ( technology)

11. Main issues in TNE development
a) Cultural difference
b) Home country HE system
c) E-commerce
d) Technological
e) Export regulation
f) Code of practice
g) Quality assurance
h) Language barrier
i) Government intervention

12. Choice of mode for TNE activity
 Franchising
 Programme articulation
 Branch campus
 Off shore institution
 International programme
 Corporate university
 Distance Learning
 Virtual university

13. 3.Research Plan
 Triangulation approach
 Hybrid case study approach
 Secondary data
 International office
 APU history
 Country data
 Contact
 Journal
 Primary Data
 Questionnaire

14. Limitation
a) Replication
b) Reliability
c) Validity
d) Dependability
e) Generalisability

15. Project Barrier
 Language (respondent, contact & secondary data)
 Lack of good resource
 Time consuming
 Lack of corporation from respondent
 Logistic of the research

16. 4.Analysis and Discussion
SWOT analysis
STRENGTH
ABUNDANCE OF OPPORTUNITY
WEAKNESS
LACK OF
INFRASTRUCTURE
LOW NUMBER OF COMPETITOR
LOW IN TECHNOLOGY
LANGUAGE
OPPORTUNITY
INCREASE INCOME
THREAT
CHANGES IN THE
GOVERNMENT
FIRST MOVER ADVANTAGE
LOCAL INSTITUTION
INTERNATIONALIZATION
QUALITY CONTROL

17. Competitive Analysis
Country
Institution
Student Total
Number
(2009/10)
Advantage
Kazakhstan
Oxford Brookes
University
280
-build long term
relationship
-student support
-Twinning
programme
Uzbekistan
University of
Westminster
785
Branch Campus
Summer School
Government
Azerbaijan
Oxford Brookes
University
110
Local institution &
agent
Burma
London
Metropolitan Uni
25
-Decreasing
-Scholarship

18. Internal Secondary Data in target
market 2007-2012 CU
Kazakhstan
Uzbekistan
Azerbaijan
Burma
2007 to 2008
3
None
None
None
2008 to 2009
4
None
None
None
2009 to 2010
1
None
None
None
2010 to 2011
None
None
1
None
2011 to 2012
6
None
1
None

19. Porters 5 forces
Threat of
new entrant
Threat of
substitute
Power of
supplier
• High
• Developing industry
• Government intervention
• Low
• Low number of UK HE in the region
• Difficult to replicate
• Moderate
• Depend on the contact

20. Power of
buyer
Competitive
rivalry
Threat of
competitor
• Average
• Lack of choices
• Low
• Low cost with the right partner
• Low
• New industry

21. SURVEY FINDING

The demand for English education in targeted
countries are growing
 Four TNE mode identified
1) International programmes
2) Programme recognition
3) Off shore institution
4) Branch campuses

22. SURVEY FINDING
SURVEY FINDING
(Figure 1 : Respond to Question 4)

23. SURVEY FINDING
(Figure 2: Respond to Question 5)

24. SURVEY FINDING
(Figure 3: Respond to Question 14)

25. SURVEY FINDING
(Figure 4 : Respond to Question 12)

26. SURVEY FINDING
(Figure 5 : Respond to Question 16)

27. SURVEY FINDING
SURVEY FINDING
(Figure 6 : Respond to Question 17)

28. 5.Conclusion
 The targeted countries are strong potential
 The opportunity for TNE in the market
 The number of TNE participation is rising
(OBHE,2012)
 Warm lead with potential contact is done
 Coventry University Key Element for brand image

29. CONTRIBUTION TO APU, CU
 First market- Kazakhstan
 Why? Demand, bigger potential
 Partnership & Internalization programme exchange
 Build promotion- E expo , partner with local agent &
institution
 Promote on the UK Higher Education Branding
 Aware on Country Law
 Build relationship with government

30. Potential contact (KAZAKHSTAN)
 International Academy of business
 +7(3272) 423545
 52, Abai ave Almaty 480008 Kazakhstan
 info@iab.kz
 www.iab.kz
7TH August 2012

31. Coventry University Key Element
for brand image
 Emphasize on the student services to live up the UK
education branding perception
 Clear overview of the potential contact, how to make
the agreement fair (long term partnership agreement)
 Protect intellectual property
 Innovation subjects to suit market

32. 6.Recommendation
 Further Research - in -depth analysis
 Build better promotion awareness
 Competitor analysis
 Appointment of agents +partner institutions
 Aware on the political & legal situation
 Steps in building partnership
 Strategic alignment

33. Country
Choices
Evaluate
Country
Condition
Market
Education
Analysis
Potential
Partner
search
Create warm
lead
Partnership
Agreement
Performance
evaluation
with partner
Search for
more partner

34. Coventry University Benefits
 Internal growth
 Export market
 Internationalization
 Financial gain
Thank You

35. Reference
 McBurnie.G., Ziguras,C(2007) Transnational
Education Issues and trends in offshore higher
education.1st edn.New York: Routledge
 University World News (2012) Higher education
trends, challenges and recommendation [online]
available from
http://www.universityworldnews.com/article.php?stor
y=20120609110849181
 UNESCO/Council of Europe (2000) Code of Good
Practice in the provision of transnational
education:Bucharest:UNESCO-CEPES