Identifying Emerging Markets for International Recruitment Kemale Pinar, Winona State University
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?
Growth in International Enrollments
Motivations for Studying Abroad Shifting Tides: Understanding Intl. Student Yields. Fall 2017 IIE, NACAC, ACCRAO, NAFSA
Student Preferences of Target Countries
Main Reasons the Study Destination was not a Preference
Origin of Students & Destinations 2015-2016
Minnesota Leading Places of Origin
WSU Source Country Comparison 2000-2017 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
Wisconsin Leading Places of Origin
Advantages of Market Diversification Risk mitigation Identify growth opportunities Increase market Share Income generation
Identifying Emerging Markets Demographic trends Economic indicators Changing education needs Sociopolitical changes Immigration trends Impact of technology
Identifying Emerging Markets?
Emerging markets 2016-2020 Vietnam Economic growth rate 6.7% over 2015/16. One-third of Vietnamese are expected to join the middle class by 2020. Median age in Vietnam is 28.5. 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
Emerging markets 2016-2020 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 28.2. 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 205-2016 a 12 % increase over the year before Growth in post graduate market is expected to grow ( British Council)
Global Trends: Demographics
Population projections by region 2010-2100
Population 10-24 years olds
Percentage of population by age groups
Population projections 2017-2050 More than half of the growth will occur in Africa between 2017-2050. 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 2017-2050: 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).
Economic indicators
Projected Real GDP Growth 2014-2050
The impact of funding on study abroad Spending on higher education
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
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,..)
Resources US Commercial Service: https://2016.export.gov/industry/education/eg_main_108888.asp Education USA: IIE Open Doors iie.org/opendoors SEVIS https://studyinthestates.dhs.gov/sevis-by-the-numbers NAFSA-nafsa.org WES- wes.org http://monitor.icef.com/ https://thepienews.com/section/analysis/
Thank you! Kpinar@Winona.edu