Fri 0930 Archer & Blight

www.i-graduate.
org +44 (0)207 222 7890
A new vision of international student

recruitment
Denis Blight
William Archer
i-graduate
INTERNATIONAL INSIGHT
All material strictly copyright © IGI Services Ltd 2005
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www.i-graduate.org +44 (0)207 222 7890
i-graduate
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DENIS BLIGHT
i-graduate
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Big Ern’s Funeral
Big Ern's Funeral is taking place and as a mark of respect they

abide by his final request, and a case of Castlemaine XXXX is
thrown in his grave, much to the annoyance of the mourners
i-graduate
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Matured over several

years, this robust
performer has been
Shane
enjoyed by the English
Shatto
for some time.
Australians may find it
hard to swallow due to
the bitter aftertaste,
2005
which can last for two
years or more.
Best served cold with
humble pie or
barbecued wings.
i-graduate
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Our new vision for international education foresees a

student centred, genuinely borderless, world of
education.
A world where students can go wherever their hearts,
minds and means might take them, without let or
hindrance to study, work and live
It is a world of free trade, free movement of peoples, and
free flow of ideas.
We’ve come a long way…
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How do we get there?
• Promotions that are evidence based

• Marketing and recruitment processes that are
genuinely international, and that offer students
global destination choices
• educational and experiential products based on what
students and employers want
• Cost and pricing strategies to deliver financial space
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12 megatrends in international education

1. Explosive growth
2. Structural significance of income
3. Ambitious forecasting
4. New entrants
5. Instant & constant global communications

6. The new consumer
7. The Payback Culture
8. Accountability
9. Litigious learning
10. Global league tables

11. Battle of the Brands
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12. Convergence of education systems
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The funnel & the wheel
• In the old days international

education was like a funnel – Marketing
from enquiry to graduation – a
straightforward numbers game of
conversion ratios. Enquiries
• Students just kept coming.
• Graduates tumbled out of at the

bottom, no doubt enlightened Applications
and positive.
• Strategic planning was largely

limited to the positioning of the Registrations
funnel - which markets to target.
Students
Graduates
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Today international education is a 360° experience

opinions are fed back to future students at all stages…
Potential student
Enquiry
Alumni Application
Acceptance
Recent
Graduates
Meet & greet
Year end
Post-arrival
Midway blues
Our current customers are now core to the

marketing and recruitment process
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Measurement and benchmarking
• To understand expectations and experience we must

measure student perceptions
• A one-hit measure will provide only a snapshot. We
need to track perceptions over time – how they change
across the months and years of the student experience
• For the data to have any real value, we must be able to
make external comparisons with perceptions elsewhere
• In a global education marketplace, those comparisons
cannot be limited to our own national boundaries
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So what have we learned already?
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Which of the following helped your decision to choose

this University?
Friends
University website
Teacher/lecturer/tutor
Prospectus
Parents
Agent/intermediary
University visit
Other family members

ISB base:
Staff of the university 7,301
June 05
British Council
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0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0%
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The bottom end
Commercial website
ISB base:
A printed directory 7,301
June 05
Press advertisement
i-graduate 0.0%
2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0%
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Digging deeper – nationalities
All ISB
United Hong
Total China India Malaysia France Germany Pakistan Nigeria Spain
States Kong
7301 1023 519 566 312 324 290 221 220 175 125
Friends
Parents
Alumni of the university
Teacher/tutor/
lecturer
Confidential
Agent or intermediary
University website
Prospectus
Commercial website 1% 1% 1% 0% 0% 1% 0% 1% 1% 0% 0%
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What do these universities have in common?
National University of Singapore Singapore

Princeton University US
Melbourne University Australia
Cornell University US
Columbia University US
Tokyo University Japan
Australian National University Australia
Pennsylvania University US
University of California, Los Angeles US
Beijing University China
Erasmus University Rotterdam Netherlands
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…and these?
Beijing University China

Tokyo Institute of Technology Japan
Oxford University UK
Harvard University US
Carnegie Mellon University US
Tsinghua University China
ETH Zurich Switzerland
Georgia Institute of Technology US
Monash University Australia
Ecole Polytechnique France
Hong Kong Uni of Sci and Tech Hong Kong
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• Business travellers
• Leisure travellers
• VFRs
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What lessons can we learn from

all this for now?
Casting assertions
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Informing the marketing process
• National education promotions seek to distort and limit

choice
• Students should be given the widest possible choice of
study destinations, courses and institutions
• A choice based on the course of study is more likely to
deliver career ambitions than a country-first decision-
making process
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But do national promotions work anyway?
• Old dogs barked for generic promotion

• Does anyone remember the British PMI?
• Aggressive Canadians – whatever next?
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• Are national promotions swimming hopelessly against

the tidal strength of word of mouth?
• National promotions swim with or against the tide of
wider perceptions of a country
• Finally, there are regulatory controls on national
promotions
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International recruitment processes
• International recruitment systems facilitate international

choices
• They will be more efficient and profitable
• Such systems will facilitate free choice by removing
administrative barriers
• new models for international enrolment involving a mix of
on-line services and human contact
• International partnerships or strategic alliances can be
powerful strategies
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Educational products and experiences
• What do students look for in their study abroad?

• What matters to universities?
• What are employers looking for?
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What matters to students?

“I study so that I can get a good job”
Nigeria
France
Pakistan
India
Malaysia
Agree strongly
Germany Agree
Disagree
Disagree strongly
Hong Kong
China
Taiwan
ISB base:
US 6,335
June 05
Total
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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What matters to universities?
• Quality of education
• Quality of faculty
• Research output
• Academic performance
• Peer review
• Citations, publications, Nobel

prizes and medals
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www.i-graduate.org +44 (0)207 222 7890 All material strictly copyright © IGI Services Ltd, 2005
What matters to employers?

Employer
rs
ft
s
so
te
e
en
Capability Matrix
on
la
C
t
ro
y
em
yo
C
SB
nk
an
n
ic
i
Pw
So
To
Tu
Si
Li
M
D
H
B
Intellectual ability x x x x x x x x x x 100%
Languages x x x x x x x 70%
Business awareness
Strategic vision x x x x x x x x x 90%
Customer orientation x x x x x x x x x x 100%
Commercial awareness x x x x x x x x x 90%
Planning & analysis
Planning & organisation x x x x x x x x x x 100%
Analysis & decision making x x x x x x x x x x 100%
Performance
Achievement orientation x x x x x x x x x x 100%
Flexibility/change x x x x x x x x 80%
Empowerment
Teamwork x x x x x x x x x x 100%
Leadership x x x 30%
Personal development x x x x x x x x x x 100%
Communication skills x x x x x x x x x x 100%
International outlook
International mobility x x x x x x x x 80%
Cultural awareness x x x x x x x x x 90%
Integrity x x x 30%
Diversity x x x x 40%
Creativity x x x 30%
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Curiosity
Passion
x x x
x x x
x
30%
40%
Entrepreneurship x
All material strictly x Ltd 2005
copyright © IGI Services x 30%
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What else matters to students?
• Good internet access

• Lecturers who are good teachers
• Personal safety and security
• Making good contacts for the future
• Support from academic staff when I need it
• Learning that will help me to get a good job
ISB base:
7,301
June 05
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Career orientation
“Work is more important to me than personal life”
China
Hong Kong
Malaysia Agree strongly

Agree
Disagree
Taiwan
Disagree strongly
Nigeria
United States
ISB base:
France 5,479
June 05
Germany
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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• International partnerships or strategic alliances can

be powerful strategies such as has been illustrated
by the IELTS partnership, initiated in 1989
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Opportunity to experience the culture of the country
Taiwan
Hong Kong
Nigeria
Pakistan
US
Malaysia
India
China
Total
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Extremely important Very important Important Of little importance Of no importance
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Cost and pricing strategies
Creating the financial space
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Cost and pricing strategies
• Spend less on generic promotion?

• Spend less collectively and individually on media
• Spend less of institutional budgets on the marketing,
recruitment and enrolment process?
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Conclusion
• It is as well to remind ourselves of this: it is one thing to be a

visionary. It is another thing to deliver on the vision.
• I imagine that everyone here shares the vision we articulated at the
beginning of a border-less world. We have argued that achievement of
that vision will require…
• Promotions that are evidence based, built around the living resource
of our customers during and after their studies and place greater
emphasis on the quality and relevance of courses, careers and
experience and less on national boundaries.
• Marketing and recruitment processes that are genuinely international,
and that offer students global destination choices, make greater use of
the Internet and online enrolments, but which are enriched by the
human touch.
• Enhancement of educational and experiential products based on what
students and employers want.
• Cost and pricing strategies to deliver the financial space for new
product and service development and growth.
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isb isb
around the world around the world
Australia Thank you! Netherlands

MEL DUNN NANNETTE RIPMEESTER
Global Business and Expertise in Labour Mobility
Development Solutions Rotterdam
Sydney T +31 1- 477 6816
T +61 2 9705 7622 www.labourmobility.com
www.globizdev.com
mel.dunn@i-graduate.org
Questions? Discussion? n.ripmeester@i-graduate.org
South Africa
China DEBBIE MACHARD
PROFESSOR BOB AUBREY Deborah Machard and Associates
Metizo Johannesburg
Beijing T + 27 (0) 82 7713716
T +86 (10) 8286 5250
www.metizo.com
will.archer@i-graduate.org www.dmachard.com
debbie.machard@i-graduate.org
bob.aubrey@i-graduate.org
United Kingdom
China DEE ROACH
LINA WANG +44 7802 253 182 i-graduate
Metizo 29 Harley Street
Shanghai UK London W1G 9QR
T +86 (10) 8286 5250 T +44(0)207 222 7890
www.metizo.com
lina.wang@i-graduate.org
dblight@attglobal.net www.i-graduate.org
deeroach@i-graduate.org
Japan United States

HIDETSUGU YAMANAKA
Global Taskforce KK www.i-graduate.org
Tokyo
T+813-6202-7639
www.global-taskforce.net
yamanaka@i-graduate.org
i-graduate
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www.i-graduate.

org +44 (0)207 222 7890

A new vision of international student

Big Ern’s Funeral

Big Ern's Funeral is taking place and as a mark of respect they

Matured over several

Our new vision for international education foresees a

We’ve come a long way…

How do we get there?

• Promotions that are evidence based

12 megatrends in international education

5. Instant & constant global communications

10. Global league tables

The funnel & the wheel

• In the old days international

• Students just kept coming.

• Graduates tumbled out of at the

• Strategic planning was largely

Today international education is a 360° experience

Our current customers are now core to the

Measurement and benchmarking

• To understand expectations and experience we must

So what have we learned already?

Which of the following helped your decision to choose

Other family members

All material strictly copyright © IGI Services Ltd 2005

The bottom end

All material strictly copyright © IGI Services Ltd 2005

Digging deeper – nationalities

Alumni of the university

What do these universities have in common?

National University of Singapore Singapore

Beijing University China

What lessons can we learn from

Informing the marketing process

• National education promotions seek to distort and limit

But do national promotions work anyway?

• Old dogs barked for generic promotion

• Are national promotions swimming hopelessly against

International recruitment processes

• International recruitment systems facilitate international

Educational products and experiences

• What do students look for in their study abroad?

What matters to students?

What matters to universities?

• Citations, publications, Nobel

What matters to employers?

What else matters to students?

• Good internet access

“Work is more important to me than personal life”

Malaysia Agree strongly

• International partnerships or strategic alliances can

Opportunity to experience the culture of the country

Cost and pricing strategies

Creating the financial space

Cost and pricing strategies

• Spend less on generic promotion?

• It is as well to remind ourselves of this: it is one thing to be a

Australia Thank you! Netherlands

Japan United States

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