This document summarizes a research report from Evolution that segmented Chinese students interested in pursuing postgraduate degrees abroad. The research involved surveys and qualitative research with 1,000 Chinese residents aged 16-40 considering overseas study. It identified key segments of potential students and provided detailed profiles of each segment. The report offered strategic implications and was available as a 150 slide PowerPoint presentation with an executive summary for £3,500, to help universities develop targeted marketing strategies to different groups of Chinese students.

1. October 2010International Students:Maximising the Potential From ChinaIllustrations & Table of Contents

2. Our Segmentation report allows senior management to gauge the attractiveness of student segments and begin to develop winning marketing strategiesEVOLUTION has conducted qualitative research amongst Chinese students already abroad and undertaken a comprehensive survey of 1,000 mainland Chinese residents aged 16-40 years who are currently considering a post-graduate degree overseas This robust research provides you both an actionable segmentation framework to identify the differing needs of students from China interested in overseas postgraduate coursesIn addition to the core report, Evolution offers customised tabular output and bespoke interpretation and consultancy services2

3. Delivering an Actionable SegmentationOur segmentation team has over 50 years of experience delivering actionable segmentation to both corporate and non-corporate clientsTheir outputs provide a basis for developing effective strategy and better targeting marketing resourcesThis actionable segmentation report includes ...Identification of key segments of Chinese students interested in (and qualified for) postgraduate education abroadDetailed profiles of each segment using our proprietary frameworksDay-in-the-life stories to bring each segment to lifeRobust supporting data dashboards synthesising key data into easy to digest formatSegmentation framework to facilitate targeting and focused marketing activitySummary of strategic implications Available as 150 slide PowerPoint presentation with executive summary in WordLaunch Date: 18th October 2010£3,500 (excluding VAT)3sales@evoinsight.com / +44 (0) 208 906 6775

4. Table of Contents 4

5. List of Chart & Tables (1 of 3)Example included in this summary5

6. 6List of Chart & Tables (2 of 3)

7. 7List of Chart & Tables (3 of 3)For each of the 7 segments we include ......Selected slides from segment 3 are included in this summary

8. Survey Sample ProfileSCR3: Age (n=1000)DEM2: Marital Status (n=1000)SCR4: Gender (n=1000)DEM2A: Living Arrangements (n=1000)DEM3: Children living at home (n=333)77% of do not have any children8Source: Evolution Research: “China PostGrad Opportunity”, June 2010

9. On average potential students are considering 1.9 countries, with English speaking countries dominatingPGB11: Which countries are you considering/ would you consider when thinking about postgraduate studies overseas?Top 10 Countries (based on total sample)9Source: Evolution Research: “China PostGrad Opportunity”, June 2010

10. There is some variation in perceptions of universities across the “top 5” countries, although academic reputation is a common perceptionPGB11a/b: Thinking about universities in your first or second choice country, which factors do you believe best characterise universities in [country]?10Source: Evolution Research: “China PostGrad Opportunity”, June 2010

11. Synopsis: Segment 3Currently working while studying part-time. With his employer’s support, he wants to get a post-graduate degree abroad - from a recognised university - to boost his career and salary11

12. Segment Profiles12Segment profiles include a ‘day-in-the-life’ story. This is a synopsis of key data presented in an easy-to-digest format, and as such are usually the ‘point-of-entry’ for people getting to grips with each segmentOur segment ‘3D’ is an organising framework that encapsulates the ‘who’; ‘what’; ‘when’, ‘where’ and ‘why’ of the segment. Only by understanding students setting, desired benefits and attitudes, or beliefs, can you effectively intervene to change key behaviours

13. Data Dashboards13Each of the profiles is supported by 7 ‘data dashboards’ – graphically representing key data in the same format across all segmentsDemographicsEducationTriggers/Sources of InformationCountries ConsideredCourses & Application‘Needs’Trade-Off Analysis

14. Report AuthorsDavid.Smith@evoinsight.comA Director of Evolution, Dr David Smith's career has combined running different businesses with close involvement with, and a passion for, the education sector. He founded and became CEO of a UK top 10 business research consultancy. He is also a Professor at the University of Hertfordshire Business School. Prior to creating his first business, David was Course Director for the BA Business Studies Degree at the London South Bank University. He has also held part-time, and occasional, teaching posts at leading UK universities, and lectured at various universities around the world. David holds a PhD in Psychology from the University of London. Jennifer Del CarloDavid SmithJen.DelCarlo@evoinsight.comA Director of Evolution, Jen has over 10 years marketing strategy consulting experience, and over 15 years experience in finding and using customer insights. Jen was formerly an associate partner with M2C, Monitor Company's marketing strategy practice, and most recently led Bain & Company's Client Development group. She has a wealth of experience working across geographies, industries, and product categories, developing actionable insights for her clients, and also creating award winning capability building programmes. While a relatively new passion, over the past 3 years she has worked with UK educational charities and institutions on a number of research and strategic initiatives .

15. ContactFor more information or to buy this report, please contact our sales team ...Call: +44 (0) 208 906 6775Email: sales@evoinsight.comVisit our website at ... www.evoinsight.com15

16. Evolution: An IntroductionMaking Key Insight AccessibleIn a world of budget constraint, getting the information you need to make informed business choices is becoming harder, but arguably more important. Evolution offers education decision makers access to the latest, actionable, insight frameworks and strategic thinking, forming the basis of effective growth strategiesSharing the Cost of Knowledge Behind any major proprietary consulting project, is a wealth of actionable knowledge that requires significant budget to generate. Our syndicated model brings you consulting knowledge and insight at a fraction of the usual cost. This insight lays the foundation for your own customised, proprietary, strategies ... The ‘how to win’ for your organisationCreating Marketing ExcellenceOur clients build on these syndicated knowledge and insight frameworks - as well as drawing on our strategy development and planning expertise - to create their own, bespoke, marketing programs, delivering market leading growth and marketing excellence16

17. Evolution: Our ServicesOur work includes ...Syndicated strategy frameworks