Identifying Emerging Markets for International Recruitment. Kemale Pinar, Winona State University

Transcription

1 Identifying Emerging Markets for International Recruitment Kemale Pinar, Winona State University

2 Environmental Scan Do you currently recruit international students? What are your top 3 international student populations on campus? Did your institution experience any changes in international enrollments in fall 2017? Which groups were affected? Freshman, Transfer, non-degree/esl? What was the reaction from you campus?

3 Growth in International Enrollments

4 Motivations for Studying Abroad Shifting Tides: Understanding Intl. Student Yields. Fall 2017 IIE, NACAC, ACCRAO, NAFSA

5 Student Preferences of Target Countries

6 Main Reasons the Study Destination was not a Preference

7 Origin of Students & Destinations

8 Minnesota Leading Places of Origin

9 WSU Source Country Comparison Fall 2000 Malaysia 59 Japan 39 Bangladesh 35 Taiwan 32 Kenya17 China 13 Hong Kong 13 India 10 Sri Lanka 9 Fall 2017 China 66 Saudi Arabia 32 Taiwan 30 Republic of Korea 29 Japan 17 Nepal 16 Malaysia 12 Kenya11 Bangladesh 8

10 Wisconsin Leading Places of Origin

11 Advantages of Market Diversification Risk mitigation Identify growth opportunities Increase market Share Income generation

12 Identifying Emerging Markets Demographic trends Economic indicators Changing education needs Sociopolitical changes Immigration trends Impact of technology

13 Identifying Emerging Markets?

14 Emerging markets Vietnam Economic growth rate 6.7% over 2015/16. One-third of Vietnamese are expected to join the middle class by Median age in Vietnam is Issues with education system Colombia 3 rd Largest economy in Latin America End of political unrest Growing middle class Need for English language training Government investment in education increasing

15 Emerging markets Indonesia The world s fourth-most populous country Population 261 million One of its 20 largest economies Middle and affluent consumer classes expected to double in size by 2020 from 74 million to 141 million Young population the median age is Need for career-focused education/graduate programs Nigeria Population 181 million 1/5 of Nigeria s population is between the ages of 15 and 24 Need for tertiary education high. Half a million out of 1.5 million that apply are placed. More than 50,000 Nigerians studied abroad in 2012, 10,650Nigerians studied in the United States in a 12 % increase over the year before Growth in post graduate market is expected to grow ( British Council)

16 Global Trends: Demographics

17 Population projections by region

18 Population years olds

19 Percentage of population by age groups

20 Population projections More than half of the growth will occur in Africa between Estimated 2.2 billion Asia will be the second largest contributor: Estimated 750 million Latin America and the Caribbean, North America and Oceania will have modest growth Europe s population will decrease Ten countries are expected to account collectively for more than half of the world s projected population increase over the period : India, Nigeria, the Democratic Republic of Congo, Pakistan, Ethiopia, the United Republic of Tanzania, the United States of America, Uganda, Indonesia and Egypt (ordered by their expected contribution to global growth).

21 Economic indicators

22 Projected Real GDP Growth

23 The impact of funding on study abroad Spending on higher education

24 Identify and develop emerging markets Develop new markets; maintain mature markets Dig deeper in you large source markets Tap into domestic markets ( high schools and colleges in the US) Use market intelligence Research markets before you dive in Explore partnerships Study your competition Market segmentation Delivery methods Institutional match

25 Developing Recruitment Channels Your inquiry pool International students in high schools in the US International students at community colleges Students at language schools School systems (IB, IGCSE,..)

26 Resources US Commercial Service: Education USA: IIE Open Doors iie.org/opendoors SEVIS NAFSA-nafsa.org WES- wes.org

27 Thank you!