THE BUSINESS OF BRANDING A BUSINESSSCHOOL.GURU STUDY

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Dora Richards
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1 2015 THE BUSINESS OF BRANDING A BUSINESSSCHOOL.GURU STUDY

RESPONDENT STATUS Just under 2,000 undergraduates and a similar number of postgraduates took part in the study - 1849 undergraduates of which nearly one third are in their first

2 RESPONDENT STATUS Just under 2,000 undergraduates and a similar number of postgraduates took part in the study undergraduates of which nearly one third are in their first year of study Masters (MSc etc) full-time MBA part-time MBA PhD/DBA In addition, 85 employers, 251 faculty and 284 professional staff took part in the study

3 ATTRACTING INTERNATIONAL STUDENTS

SEARCHING FOR STUDY ABROAD Asked how they would search for study abroad, just over one-third indicated they would search for a particular business school

4 SEARCHING FOR STUDY ABROAD Asked how they would search for study abroad, just over one-third indicated they would search for a particular business school first, while a similar number indicated that school, city and country were equally important One in seven begin their search by looking for a particular country

PREFERRED DESTINATION COUNTRIES FOR STUDY ABROAD The USA and UK remain the most popular destinations for international study abroad in business education Canada

5 PREFERRED DESTINATION COUNTRIES FOR STUDY ABROAD The USA and UK remain the most popular destinations for international study abroad in business education Canada ranks fourth just behind Australia, selected by almost 40% of respondents China is now in the top 10, chosen by as many as 1 in 6 students as a potential destination

FACTORS SEEN AS MOST IMPORTANT WHEN CONSIDERING STUDYING ABROAD The most important factors considered when thinking about study abroad are: Reputation for business education in a country Cost of

6 FACTORS SEEN AS MOST IMPORTANT WHEN CONSIDERING STUDYING ABROAD The most important factors considered when thinking about study abroad are: Reputation for business education in a country Cost of study in a country Opportunity to work in a country after graduation The least important factors considered when thinking about study abroad are: Having friends/relatives in a country Having visited the country before Key: 1 most important 10 least important

7 COUNTRY BRAND PROFILES Respondents were asked their views of five different countries (Brazil, Canada, India, Japan, UK) to establish their brand profile among potential international students The following five slides show whether respondents agree or disagreed with 10 statements about each of the five countries BRAZIL around 80% consider Brazil offers a sense of adventure, but almost 60% disagree that it has a range of good quality business schools/universities CANADA almost 80% agree that Canada is welcoming to international students, but nearly 60% consider it an expensive place to study INDIA nearly 70% believe India offers a sense of adventure, but more than 70% disagree that it is somewhere they would like to study JAPAN - almost two-thirds believe Japan offers a sense of adventure, but almost half say the country has not been recommended to them by a friend UK nearly 90% believe the UK has a good range of quality universities/business schools, but just over 40% disagree that it offers a sense of adventure

8 BRAZIL offers an attractive lifestyle offers a sense of adventure is an expensive place to study is easy to get a visa for study has been recommended to me by a friend offers opportunities to work after graduation has a good range of quality universities/business schools is somewhere I would like to study is welcoming to international students has a strong and dynamic economy

9 CANADA offers an attractive lifestyle offers a sense of adventure is an expensive place to study is easy to get a visa for study has been recommended to me by a friend offers opportunities to work after graduation has a good range of quality universities/business schools is somewhere I would like to study is welcoming to international students has a strong and dynamic economy

10 INDIA offers an attractive lifestyle offers a sense of adventure is an expensive place to study is easy to get a visa for study has been recommended to me by a friend offers opportunities to work after graduation has a good range of quality universities/business schools is somewhere I would like to study is welcoming to international students has a strong and dynamic economy

11 JAPAN offers an attractive lifestyle offers a sense of adventure is an expensive place to study is easy to get a visa for study has been recommended to me by a friend offers opportunities to work after graduation has a good range of quality universities/business schools is somewhere I would like to study is welcoming to international students has a strong and dynamic economy

12 UK offers an attractive lifestyle offers a sense of adventure is an expensive place to study is easy to get a visa for study has been recommended to me by a friend offers opportunities to work after graduation has a good range of quality universities/business schools is somewhere I would like to study is welcoming to international students has a strong and dynamic economy

13 COMPARING COUNTRIES STATEMENT BY STATEMENT In the next set of slides, the five countries are compared across each of the ten statement. The UK scores strongly as having a strong and dynamic economy, is somewhere students would like to study, is perceived to have a good range of quality universities/business schools, has been recommended by a friend, is easy to get a visa for study, but is an expensive place to live and is weakest when students are asked if it offers a sense of adventure. Canada scores most highly as welcoming to international students and offering opportunities to work after graduation. Brazil scores best as offering a sense of adventure, but of the five countries has the lowest ranking for a strong and dynamic economy, a good range of quality universities/business schools and offering opportunities to work after graduation. India is considered the cheapest of the five countries to study, but is least likely among the five countries to be somewhere students want to study, to have been recommended by a friend or to offer an attractive lifestyle. Japan is considered the most difficult of the five countries when seeking a visa for study.

14 HAS A STRONG AND DYNAMIC ECONOMY UK Japan India Canada Brazil

15 IS WELCOMING TO INTERNATIONAL STUDENTS UK Japan India Canada Brazil

16 IS SOMEWHERE I WOULD LIKE TO STUDY UK Japan India Canada Brazil

17 HAS A GOOD RANGE OF QUALITY UNIVERSITIE S/ BUSINESS SCHOOLS UK Japan India Canada Brazil

18 OFFERS OPPORTUNITIES TO WORK AFTER GRADUATION UK Japan India Canada Brazil

19 HAS BEEN RECOMMENDED TO ME BY A FRIEND UK Japan India Canada Brazil

20 IS EASY TO GET A VISA FOR STUDY UK Japan India Canada Brazil

21 IS AN EXPENSIVE PLACE TO STUDY UK Japan India Canada Brazil

22 OFFERS A SENSE OF ADVENTURE UK Japan India Canada Brazil

23 OFFERS AN ATTRACTIVE LIFESTYLE UK Japan India Canada Brazil

2009 GMAC Application Trends Survey Results:

2009 GMAC Application Trends Survey Results: US MBA Programs Marina Murray Graduate Management Admission Council About the survey Survey of admission professionals Primary goal: provide statistics on demand