The Value of Adding an International Component to your Enrollment Management

Transcription

1 The Value of Adding an International Component to your Enrollment Management Mary Baxton AACRAO Annual Meeting Chicago April 14, 2009 Director of Admissions and Recruitment Tseng College, California State University, Northridge Chris J. Foley Director of Undergraduate Admissions Indiana University-Purdue University Indianapolis

2 Session Objectives Importance of enrollment management in higher education Principles of enrollment management and how to include international

3 International and SEM International Concepts Enrollment Management Concepts

4 Enrollment Management EM is a critical element to today s higher education, and it must be understood by those who work within a university setting. This is even more critical for international educators if they want to be successful within the modern university.

5 What is International Enrollment Management? Using EM principles in the context of international students and how they relate to your institution s mission and the educational goals of the students recruited and enrolled. It focuses on determining how many students to enroll, what kinds of students to enroll, how to optimize service to them.

6 Resource Management is Key to EM Cost-Benefit or Return-on-Investment (ROI) In a world of limited resources, the question is not usually should we do something, but rather is this the most productive use of our resources? Many initiatives should be funded and supported, but there just aren t the necessary resources to support them all. Supported initiatives are usually those that align with the other goals of the university.

7 ROI of Recruitment at Big City University Student Type Cost to Recruit One Student In-State Student $200 Out- of-state Student International Student $500 $1,000 Revenue from Tuition over 4 years $24,000 ($6,000 per year) $60,000 ($15,000 per year) $60,000 ($15,000 per year) ROI for One Student $120 for each dollar spent $120 for each dollar spent $60 for each dollar spent

8 The Challenge for International Educators International educators must understand enrollment management principles at their university to understand how best to engage administrators and develop support. The challenge is to engage in these conversations which means that they must be able to speak about their own office activities in terms of enrollment management.

9 EM as the Solution Systems thinking for enrollment management Recruitment Admission Advising Enrollment Communicating with prospective students Setting service expectations Creating and implementing international recruitment initiatives

10 A Sample Diagram of Traditional Alignment of International Academics International Adm/Budget and Planning Student Services

11 A More Ideal International Recruitment Alignment Academic Affairs Finance and Administration Student Affairs International Enrollment Management and Marketing

12 EM as a Mutual Fund Think of an EM Plan as not a single plan but a compilation of several plans. Like a mutual fund, this version of an EM Plan seeks to reduce risk by diversifying the plans or stocks it invests in, so when enrollments are down in one segment, they can be buffered by those in other segments. International enrollments (like international investments) can be one of these segments (or sectors).

13 Enrollments as a Fund

14 Getting to the Data Table The language of EM is essential quantitative. To be a part of the conversation, you have to have quantitative data that are meaningful to the EM environment. This data need to be accessible and presented alongside other data regularly reviewed by the EM management team. Sadly, if you are out-of-sight you are generally out-of-mind.

15 Getting on the Radar

16 International Strategic Enrollment Management is Intentional Adding the right internationally focused programs or strengthening existing ones should be done intentionally. The goal should be an integrated group to create maximum institutional impact. Is there a commitment to internationalization on campus?

17 Decisions on Enrollment Management are Data Driven What admission requirements do you want (Bologna three year degrees)? Where do your students come from? Retention rates Yield on prospects to applicants and admits Most popular majors Scholarship or opportunities to work on campus Graduation rates Most important, how does this data compare to the general population of the university?

18 Sample International Student Recruiting Charge Provost and VP of Student Affairs University Goal to increase International Students from XXX % to XXX % of population Establish Protocol & Processes to achieve charge Review Administrative Processes Review Student Recruitment Plans Department Processes for Student Services Functions details for overlapping responsibilities

19 Sample EM Plan: Goal 1 Strengthen pathway conditional admission programs, undergraduate enrollment, and establish competitive master level graduate programs that capitalize on the academic strengths of the college. Strategy A Develop and implement a marketing campaign to promote the college as a value added competitive college with a national and international reputation and institutional leader in professional preparation with a strong liberal arts base.

20 Sample Annual priorities: Goal 1 Strategy A Priority 1- Continue and expand, as resources permit, successful international outreach efforts in Japan, Taiwan, Korea and China and explore opportunities in Turkey for enrollment efforts. Goal 2 Strategy B Priority 1 - Continue development of international markets in Asia and begin Turkey, with initial investigation of opportunities in India.

21 Measuring Success Increase in desired enrollments. Increase in persistence and graduation. Goals and strategy that clearly define your EM plan. Supported initiatives that align with other goals of the university. Quantitative data that is meaningful to the EM environment. The overall return on investment/the Mutual Fund concept.

22 Contact Information Chris J. Foley Director of Undergraduate Admissions Indiana University-Purdue University Indianapolis Mary Baxton Director of Admissions & International Recruitment Specialist Tseng College, California State University, Northridge