This document discusses research conducted by Evolution on maximizing postgraduate potential from China. It finds that while the UK remains a preferred destination, competition is increasing. Chinese students now value experiences beyond just studying overseas. The document advertises Evolution's reports on segmenting Chinese student markets and mapping their decision journey, claiming these provide actionable frameworks to develop effective international recruitment strategies.

1. Maximising PG Potential From ChinaUnderstanding Postgraduates October 2010

2. Until 2025, China is expected to remain the largest source of international HE students1Even with its focus on building schools and universities, China cannot keep up with local demand for higher educationBy 2025 close to 650,000 Chinese students are expected to be studying at overseas universities1For the UK, China is likely to remain the "most significant" provider of overseas studentsIn 2008/09 over 20,000 Chinese students enrolled on first degree courses in the UK and over 26,000 took up places for postgraduate study2However by 2013 the British Council estimates that the number of Chinese students in a UK HEI is likely to peak31 OECD: Education at a Glance 20102 Patterns of Higher Education, Universities UK 20103 British Council2sales@evoinsight.com / +44 (0) 208 906 6775

3. Ensuring sustainable market growth requires a detailed understanding of the needs of Chinese studentsWhile the UK is still one of the preferred countries for Chinese students, maintaining this interest will be challenging for UK HEIsThe growing importance of international brand recognition is putting many overseas HEIs at a disadvantage

4. Chinese students will increasingly place greater importance on the student experience and exposure to cultural aspects of study – rather than just studying overseas for the sake of being overseas

5. Over 30% of overseas students were currently dissatisfied with the value for money of their course1

6. Provision of domestic education in China has increased rapidly in both capacity and quality – ensuring a new source of competition

7. The growth in Chinese students overseas is decelerating, and demographic changes will mean the pool of potential students will contract31 HEPI Report: The Academic Experience of Students in English Universities (2006, 2007 & 2009). Reports refers to non-EU students of which the largest country represented will be Chinasales@evoinsight.com / +44 (0) 208 906 6775

8. The latest insights on Chinese students’ changing aspirations are the basis of an effective international strategy From our research you will learn how to:To develop meaningful goals your university needs to fully understand:

9. Differentiate your university’s brand in an increasingly competitive marketplace

10. Develop a more effective and efficient programme to reach your desired audience

11. Create the engaging overseas ‘university experience’ Chinese students now expect

12. Deliver the value for money offer that students from China are now increasingly seeking

13. The power of your institution’s ‘brand’ in attracting students from China

14. The business and marketing strategies to focus on, to ensure your university maximises its appeal to the various student segments within the Chinese market

15. What ‘offer’ would be most compelling to the students from China you are trying to attract

16. How your institution needs to develop bespoke communications strategies to reach and connect with the different student segments within the Chinese market4sales@evoinsight.com / +44 (0) 208 906 6775