International Relations Office. International Student Support. International Student Recruitment. International Student Recruitment 2013

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1 Restructure the International Office has divided International 2013 International Relations Office International Student Support FONS Masters Provision Committee Joanna Shearer Jonathan Tinnacher and Outreach International International Relations Office and Outreach The Strategy and Partnerships team is now known as the International Relations Office. The team is overseen by the Pro Rector (International Affairs) Dr Simon Buckle and is being led by Helen Challis on an interim basis. New Deputy Director International Relations Robert Partridge will take up post in June 1. International relationship management 2. Development of College profile 3. Monitoring and analysis of key developments, opportunities and risks internationally 4. Provision of support, regional expertise and background information 5. Oversight of the College s relationship with the EU and participation in key international HE groups 6. Improvement of College co-ordination and information sharing 7. Development of external funding for scholarships 8. International experience at home and abroad International Strategy & Partnerships Alumni Office Communications UK and International Marketing Outreach Planning Exscitec Departments Registry Strategic Planning Opportunities / Priorities Priority Countries for Recruitment Improved market intelligence and evaluation Defining a distinctive proposition for prospective students Development of enquiry and applicant communications Increased presence in UK schools Development of on-line estate ie. Web-site and social media Improved support for / partnerships with departments Priority 1 Malaysia, Singapore, Hong Kong (seen as separate from China for recruitment purposes) and Thailand are high-priority regions for Imperial, but current recruitment strategies are well-developed. China, which currently attracts a good number of both UG and PG students, will need regular attention given a projected drop in numbers from this region. Europe (e.g. target markets France, Germany, Italy, Greece and Cyprus) continues to be an excellent feeder market for us, but with the new fees at UG level, application trends in these countries will need to be monitored closely. There has also been interest in Eastern Europe from the Computing and Maths departments. Priority 1 regions for which there is potential to significantly increase applications include India, Nigeria, Kenya and the USA. Priority 2 (regions that, according to market data, may have further potential) the Middle East (Qatar, Saudi Arabia), South/Central America (e.g. Brazil, Chile, Mexico), Kazakhstan, Pakistan, Korea, Japan, Taiwan and Canada. 1

2 International Recruitment trips since January SWOT analysis Strengths rankings; expert lecturers; hands-on projects for UGs and PGs; links with industry/hospitals; Imperial incubator space for application of research; excellent career prospects; leading alumni figures (Nobel Prize winners, Fields Medallists, CEOs); high profile/visibility (in certain regions), excellent location Weaknesses lack of follow-up and regular communication with enquirers, prospective applicants and offer-holders; cost; lack of scholarships; lack of strong relationships with staff at potential feeder institutions in key countries; lack of continuity with regard to Imperial delegates who visit countries; lack of investment in Imperial s relationship with other universities/funding bodies/countries (few study abroad opportunities, scholarships or investments); lack of recognition in some priority regions for Imperial s ranking/speciality subject areas, lack of vocal ambassadors for the College, lack of communication between departments and marketing/recruitment teams with regard to targets for recruitment SWOT analysis Assessment of Strengths and Weaknesses Opportunities To improve Imperial s profile worldwide, the ensure the diversity of the student body (Many possibilities of how to do this ) Threats More marketing savvy international universities will poach the best potential students, better scholarships at other universities will deter the most able students from choosing Imperial, encouragers from rival institutions will persuade applicants to choose their institutions instead, lack of contact with alumni, students staff or academics from Imperial will not allow the College to capitalise on its strengths; key country feeders fail to supply a similar number of students in future years and the population is not diverse enough to cope with the fall in demand from these feeders Imperial must make itself more visible within the London community, the UK community and the world. Attention must be paid to the issues of communication and customer relations so that gaps might be filled and a more proactive approach developed with regard to communication and follow-up Investment must be made in scholarships or Imperial must determine another way to be seen as giving something back to local communities, countries or universities from whom we hope to recruit students Increasing profile overseas will require that more staff members, academic/student ambassadors and alumni are sufficiently trained to actively recruit and follow up with (and/or suggest alternative contacts to) potential applicants and counsellors. Preliminary Marketing Objectives CRM Collaboration with Science Fairs/scholarship organisations/community projects Comprehensive briefing and training sessions for delegates Alumni training Building of strategic links Improve positioning Focus on PGT in FONS 2

3 Top 10 PGT countries for enrolments Potential new courses to increase PG enrolment: USA (As discussed previously) UG Tasters: Visiting Students/Study Abroad/Summer programmes at UG level to encourage awareness Students want the international experience of living in London/a short introduction to Imperial (most US study abroad programmes are a term/semester long rather than a full year) Enterprise is looking into this currently and there is a template with Medicine and Engineering One year stand-alone PGT courses Students want the international experience of living in London/a oneyear international PG degree These students will return to the USA but as long as they are convinced that their degrees will be well-recognised and transferrable skills are incorporated, it will be beneficial for them International Market Can poach best students from all over the world USA snapshot The Institute of International Education estimated in its Open Doors report 2010 that the total number of US students on creditbearing study abroad courses was 260,327. The UK was the most popular choice for overseas courses, hosting some 24,604 US college students in the academic year, up 4% on the previous year. The leading fields of study were the social sciences, business and management, and humanities. Imperial-USA numbers by Department (PGT) Is there potential to increase PGT enrolment for FONS in Asia? (As discussed previously): The big picture of the whole Asia market at PGT level - Students from the region turned to be more career driven if pursuing 1- year MSc degrees therefore more inclined to study practical courses (like Business, Finance, Economics, Law, Engineering, etc.) which they thought will naturally lead to a career afterwards. Adding a Business element to courses might make courses more marketable? However, Imperial s success in Asia market share means that we manage to gauge a good combination of quality and quantity of students in the niche areas in which we are specialised The biggest threat is competition from our rivals in the US for the top tier students, which provide strong funding schemes unmatched by Imperial / any UK universities. Among the targeted student groups we would like to reach out to (provided funding is in place,) Asian/Chinese students are prepared to do MSc + PhD in the states rather than pay for a 1-year Master in the UK. (The sponsored education are more valued than the 1 year self-funded MSc.) 3

4 Action points for Asia Imperial-China numbers by Department (PGT) (as discussed previously) Academic ambassador scheme for key countries FoNS in should continue to encourage / push its academics to put a recruitment agenda alongside their international visits by giving technical talks to educate the market at targeted research groups Adapt FoNS MSc courses to address to the market needs To explore the potential of delivering more vocational oriented programmes, e.g. combine NS subjects with Business/Management elements Or at least, show some vocational elements (as electives) in the programmes, e.g. Business, Management, Accounting, etc. DTCs (1+3) Useful for recruitment to PhD, more akin to US model Physics PGT/PGR populations Appendix Life Sciences PGT/PGR populations Mathematics PGT/PGR populations 4

5 Chemistry PGT/PGR populations 5

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