Recruiting international school students: The myth and the reality

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1 Recruiting international school students: The myth and the reality Mitchell Ross Presentation outline 1. Explore international student recruitment (ISR) marketing strategies found in schools. 2. Discuss how strategies were identified. 3. Compare schools with universities 4. Managerial implications 2 1

Explore international student recruitment (ISR) marketing strategies found in

2 Prior international education research Almost exclusively university based. Focus on Globalisation and internationalisation Student choice Student perception 3 Time Series of International Student Enrolments in Australia Students Year HE Sector Schools Sector 4 2

Series of International Student Enrolments in Australia Students 200000 180000 160000 140000

3 Time Series of International Student Commencements in Australia Students HE sector School sector Year 5 The Myth International student recruitment marketing strategies used by secondary schools and universities are different

2006 2007 Year 5 The Myth International student recruitment marketing

4 The Reality They are not. 7 Australian and New Zealand schools mostly claim to have marketing strategies for recruiting international students Few schools are actually able to articulate their strategy

5 Have developed marketing strategies for recruiting international students Yes No Emerging 9 International marketing strategy development process Informal Formal

6 School Sector Agents Attend fairs/expos Institutional alliances Study tours Word of mouth Website/internet 11 School Sector Agents Attend fairs/expos Institutional alliances Study tours Word of mouth Website/internet University Sector Agents Attend fairs/expos Institutional alliances Study tours Word of mouth Website/internet

fairs/expos Institutional alliances Study tours Word of mouth Website/internet 12 www.

7 Determining ISR Marketing Strategy Value Discipline Strategy Typology Operational Excellence Customer Intimacy Product Leadership Focus on providing value 13 Value Disciplines adding value Operational Excellence Best total cost Customer Intimacy Best total solution Product Leadership Best product or service

Disciplines adding value Operational Excellence Best total cost Customer Intimacy

8 School A B C Australia D E NZ ISR Marketing Strategies Customer Intimacy Schools A & B Operational Excellence School C Product Leadership Schools D & E 15 School University A B C Australia F G H Australia D E NZ I J NZ ISR Marketing Strategies Customer Intimacy Schools A & B, University G Operational Excellence School C, University I Product Leadership Schools D & E, Universities F, H & J

Australia D E NZ I J NZ ISR Marketing Strategies Customer Intimacy Schools A & B, University G

9 Verifying the results Content analysis of international student prospectus material, handbooks & websites. Documents grouped according to strategy classification already made. Develop conceptual map 17 Customer Intimacy

Documents grouped according to strategy classification

10 Operational Excellence 19 Product Leadership

11 Concepts from documents Customer Intimacy Operational Excellence Product Leadership Students Study Program Staff Facilities Provide Information Time Skills Parents Support Student Fees Program Enrolled Year Academic Period Information Education Schools Procedures Program Student Year Skills Information Available Requirements Successful Completion Score Opportunities 21 Managerial Implications Institutions could all identify ISR marketing strategy No single strategy type evident for all institutions/types. Product Leadership most prevalent but not necessarily better. Education managers can assess current strategy, implement changes and assess changes

Successful Completion Score Opportunities 21 Managerial Implications Institutions could all identify ISR marketing strategy No single strategy type evident for all

12 Future Directions Larger study coming soon to an institution near you! Weighting of recruitment tactics Measurement of success Other sectors, other countries 23 The Myth International student recruitment marketing strategies used by secondary schools and universities are different

countries 23 The Myth International student recruitment marketing strategies

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