UK Higher Education: An International Future?
•Download as PPTX, PDF•
0 likes•336 views
Independent HE Annual Conference 29 November 2017 Marie Clark, Director of Marketing and External Relations, Hobsons EMEA
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to UK Higher Education: An International Future?
Similar to UK Higher Education: An International Future? (20)
More from Hobsons
More from Hobsons (13)
Recently uploaded
Recently uploaded (20)
UK Higher Education: An International Future?
- 1. UK Higher Education:An International Future? — Independent HE Annual Conference 29 November 2017 Marie Clark, Director of Marketing and External Relations
- 2. About Hobsons We provide market insight, student recruitment and student success solutions. We work with more than 13,000 schools, colleges, and universities globally to enable them to achieve their student recruitment and retention ambitions. Running the International Student Survey for four years.
- 3. “A data-driven approach to matching universities with students.” Our approach
- 4. Key findings 71% use social media when researching a university. 80% cite course fees as a concern when considering the total cost of studying overseas. 41% say they would prefer to stay in their home countries if the quality of education was similar.
- 5. Key findings 50% have decided they want to go to university by the time they reach age 16. 63% say speed of response affects their perception of teaching quality. 13.9% cent of respondents said they planned to stay permanently in the UK.
- 6. Before Brexit 82% 35% 0% 50% 100% EU Non-EU Percentage of students who say studying in be less attractive following Brexit (Survey 2016) EU Non-EU
- 7. After Brexit 70% students say they are less likely to study in the UK
- 8. 59% believe the UK will be less welcoming
- 9. Anglophone countries were amongst the greatest potential beneficiaries of Brexit
- 10. • 6% mentioned scholarships. • 14% mentioned post-study work visas. • 13% mentioned lower tuition fees. WhatcantheUKdo?
- 11. “A data-driven approach to matching universities with students.” Our approach
- 12. Why segmentation matters UK providers are often too dependent on ‘key’ markets – this creates risk. The best way to reduce risk is to diversify. Student segmentation is a way to diversify in a smart, targeted, and efficient way.
- 13. China and India will have smaller youth populations 200000 300000 400000 500000 600000 700000 Historic and projected youth population in China
- 14. The benefits of a diverse student population • Reduce single-market sensitivity. • Bring a broader range of perspectives and experience. • Create links with new areas of the world. • Avoid the creation of mono-cultural blocs of international students.
- 15. Segmentation createsamorediverseinternationalstrategy Identifies prospective students in a highly targeted way. Accounts for the fact that every university has something different to offer. Lends itself well to digital marketing – attract new students with far less in-country activity.
- 16. What types of student should I be targeting? How can I reach and engage with them? What are the typical ‘types’ of student who attend my university? Whatquestionscansegmentationanswer? How do my enquirers and current student differ?
- 17. Thefivepillars Cost Employment outcomes Lifestyle and environment Teaching quality University brand Tuition fees Cost of living Other costs Graduate employment Graduate Employability Facilities Sports and Location Academic staff Modes of Face to face Subject University University Alumni
- 19. 0 1 2 3 4 5 TQ COL UBLE EO TEACHING QUALITY V High Avg Score 87 COST OF LIVING Med Avg Score 56 UNIVERSITY BRAND High Avg Score 91 LIFESTYLE AND ENVIRONMENT Med Avg Score 45 EMPLOYMENT OPPORTUNITIES V High Avg Score 94 Exampleprofile
- 20. Compare the results of the profiling with a wider data set to find areas of opportunity. Locate prospects digitally and geographically. Engage with them in a highly targeted and personalised manner. The next step: matching your target profiles with the market
- 21. Interested in getting involved? Give me your card or email me marie.clark@hobsons.com
Editor's Notes
- The UK’s decision to leave the EU has created widespread uncertainty in the Higher Education sector on issues ranging from the future of research funding to tuition fees. One area that might be most profoundly affected by Brexit is international student recruitment. Drawing on new survey data, this short analysis provides an international student perspective on what this impact might be. Key findings include: • 43 per cent of prospective international students feel that Brexit has affected their decision to study in the UK. • Of these students, 83 per cent say it has made them less likely to study in the UK. • However, 61 per cent suggested that the weaker Pound made UK Higher Education more attractive.
- 43 per cent of prospective international students said the Brexit vote had made the UK less attractive. Of these, 59 per cent said the UK felt less welcoming to international students; 56 per cent expected it to be harder to get a visa; 50 per cent expected it to be harder to get a job when they graduate; But only 18 per cent thought it would reduce the quality of research/teaching.
- Respondents were asked the question ‘what could UK universities do that would make studying in the UK a more attractive prospect for you?’ The response took a free-text format, and there were 603 responses. Of these: • 16 per cent mentioned scholarships (comments containing ‘scholarship’) • 14 per cent mentioned post-study work visas (comments containing ‘visa’, ‘post-study work’ or ‘PSW‘) • 13 per cent mentioned lower tuition fees (comments containing ‘tuition’, ‘fees’ or ‘cost’)
- The old model of student recruitment – fairs, events, partnerships – has an important role but is hard to scale up Every university has something unique to offer – play to your strengths. Ulster example.
- Better understand your current students Identify areas of difference between your enquirers and current students Understand who to target, and how
- Our research over the last 4 years has enabled us to identify five areas that influence student decision making We call these the components of choice Every student sits somewhere on a scale for each factor.
- We use K Means Clustering to identify groups of similar students The aim is to identify groups that are meaningfully different. For most universities there will be 3-5 different groups covering around 80% of students.
- A profile is defined as groups of students who’s scores for the five pillars are similar In this example, the profile is extremely sensitive to teaching quality and employment outcomes, highly sensitive to the brand of the university, but less focused on lifestyle or cost.
- Profiles give us a framework for ‘matching’ a university with the global pool of prospective international students Our international student survey data gives us the ability to run this matching process to find out where they are: both digitally and geographically, often down to the level of individual city.
- What topics in