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Identifying and Analyzing your Institution's Marketing Opportunity - Intead NYC Global Marketing Workshop
- 1. Identifying & Analyzing Your Institution’s Marketing Opportunities GLOBAL MARKETING WORKSHOP FOR ACADEMIC LEADERS Intead Global Marketing Workshop New York City SUNY Global Center June, 2014
- 2. PANELISTS Christine A. Farrugia Senior Research Officer Center for Academic Mobility Research and Impact Institute of International Education (IIE) Clay Hensley Senior Director of International Strategy & Outreach The College Board
- 3. Framework of the Session + SUSPECT + PROSPECT + ADMIT
- 4. Framework of the Session + SUSPECT + PROSPECT + ADMIT
- 5. The Big Picture of Global Student Mobility 2025 8 M projected 2011 4.3 M 2005 3.0 M 1995 1.7 M 1985 1.1 M 1975 .8 M Source: OECD Educa&on at a Glance, 2013
- 6. InternaFonal Students in the U.S. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000
- 7. Academic Level Trends 150,000 170,000 190,000 210,000 230,000 250,000 270,000 290,000 310,000 330,000 350,000 Undergrad Graduate
- 8. How does this group compare? 0 5 10 15 20 25 30 35 40 45 50 Undergrad Graduate Non-‐Degree OPT 41.5 38.0 9.0 11.6 29.8 45.1 11.3 13.8 Overall This Group
- 9. InternaFonal Enrollment as a % of Total Enrollment 1 District of Columbia 10.2% 2 MassachuseOs 9.0% 3 Delaware 7.5% 4 New York 6.7% 5 Rhode Island 6.3% 5 Washington 6.3% 7 Hawaii 5.7% 8 North Dakota 5.6% 9 Indiana 5.5% 10 ConnecWcut 4.9%
- 10. Where do internaFonal students in the U.S. come from?
- 11. Where is the growth coming from? China, Saudi Arabia, Brazil, Iran, Kuwait
- 12. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 2006 2007 2008 2009 2010 2011 2012 2013 Saudi Arabia Vietnam China India Canada Japan South Korea Rest Approximately 340,000 international undergraduate students in the U.S. in 2013 Top 7 countries Saudi Arabia & Vietnam China Rest of the World CAGR: +31% CAGR: +39% CAGR: -1% Since 2006 SOURCE: IIE.ORG | OPEN DOORS REPORT 2013 Although overall int’l student mobility to U.S. universities continues to increase, recent trends reveal most of the growth derives from only a handful of source countries
- 13. Framework of the Session + SUSPECT + PROSPECT + ADMIT
- 14. The U.S. as a Market for InternaFonal Recruitment Saudi Arabia 30% China 16% South Korea 9% Japan 9% Brazil 6% All Other 30% China 15% South Korea 12% 8% Japan 6% 4% All Other 54% China 32% South Korea 12% 10% All Other 46% Intensive English Community College Secondary Students Germany Mexico Vietnam 110,870 86,778 73,000
- 15. Jeju Island in South Korea as an educaFon hub
- 16. What do internaFonal students think about US higher educaFon? Where does the U.S. have advantages over other countries? 0 10 20 30 40 50 60 70 80 90 Many scholarship opportuniWes Welcoming of internaWonal students High quality higher ed Wide range of schools & programs Canada Australia U.K. U.S.
- 17. What do internaFonal students think about US higher educaFon? Where does the U.S. have challenges? 0 10 20 30 40 50 60 70 High cost of living Safe place to study Difficult/complex visa procedures TuiWon is expensive Canada Australia U.K. U.S.
- 18. CANADA CHINA SOUTH KOREA VIETNAM INDIA SAUDIA ARABIA U.K. BUSINESS 16% 29% 16% 13% 17% 18% 38% ENGINEERING SOCIAL SCIENCES 8% 19% 11% 36% 21% 5% 10% 13% 8% 12% 4% 3% 18% 5% SOURCE: IIE.ORG | OPEN DOORS REPORT 2013 Who is studying what? International students display varying degrees of interest depending on their home country
- 19. Rankings are important, but other factors influence decision-‐making For example, SAT score send data shows highest receiving institutions are relatively different among sending countries, revealing different outreach efforts by institutions. INDIA CHINASOUTH KOREAVIETNAM Univ. of California Berkeley Cornell University Stanford University MIT Georgia Inst. of Technology Drexel University Harvard University DePauw University Trinity College Univ. of California Berkeley University of Michigan New York University Cornell University University of Illinois Univ. of California Los Angeles Penn State University University of Washington University of Wisconsin Source: SAT Score sends in academic year 2012-‐2013
- 20. SOURCE: THE COLLEGE BOARD | SAT SCORE SENDS IN 2013 2.46 4.54 4.68 4.81 4.87 5.62 5.84 6.18 6.89 7.74 7.84 8.68 9.09 10.17 11.73 Lebanon United Arab Emirates Canada Nigeria United Kingdom Ghana Brazil Singapore Hong Kong India Pakistan Vietnam Taiwan South Korea China Frequency of SAT Score Sends per student Average # of SAT Score Sends per student, by country (top 15 countries) More than International Average Less than International Average RelaFve to students in other countries, Chinese students send almost twice as many SAT scores than the average internaFonal student Int’l Average 6.54
- 21. SOURCE: SAT SCORE SENDS IN 2013 FROM STUDENTS IN PERSAN GULF REGION 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 Northeastern University Harvard College Georgia InsWtute of Technology Weill Cornell Medical College in Qatar Carnegie Mellon University in Qatar MassachuseOs InsWtute of Technology Texas A&M University at Qatar American University of Sharjah University of California: Los Angeles Aramco Services Company Aramco Saudi Penn State University Park University of Toronto Stanford University New York University American University of Beirut University of Michigan Boston University University of California: Berkeley NaWonal InsWtute of Technology Karnataka United Arab Emirates Saudi Arabia Qatar Rest SAT Score Receipts from students from The Persian Gulf Top 20 institutions receiving scores from students located in The Persian Gulf InternaFonal students consider opFons within the U.S. and among local insFtuFons
- 22. SOURCE: SAT SCORE SENDS IN 2013 FROM STUDENTS IN PERSAN GULF REGION 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 Northeastern University Harvard College Georgia InsWtute of Technology Weill Cornell Medical College in Qatar Carnegie Mellon University in Qatar MassachuseOs InsWtute of Technology Texas A&M University at Qatar American University of Sharjah University of California: Los Angeles Aramco Services Company Aramco Saudi Penn State University Park University of Toronto Stanford University New York University American University of Beirut University of Michigan Boston University University of California: Berkeley NaWonal InsWtute of Technology Karnataka United Arab Emirates Saudi Arabia Qatar Rest SAT Score Receipts from students from The Persian Gulf Top 20 institutions receiving scores from students located in The Persian Gulf InternaFonal students consider opFons within the U.S. and among local insFtuFons
- 23. SOURCE: COLLEBOARD.ORG | VISITS FROM CHINA SOURCE: COLLEBOARD.ORG | VISITS FROM CHINA 2.1 Million visits to CollegeBoard.org in 2013 from China 111,941 20,490 25,001 27,298 30,083 30,745 31,216 34,409 56,191 57,432 59,308 68,178 80,660 140,935 221,740 283,487 405,350 459,170 Rest Anhui Chongqing Hebei Hunan Henan Fujian Shaanxi Hubei Tianjin Sichuan Liaoning Shandong Zhejiang Jiangsu Guangdong Shanghai Beijing Visits by province in 2013 Baidu 45% Google 43% Google 90% 12% 10% China United States Other Google Baidu How are Chinese students accessing CollegeBoard.org? 50% of traffic from China and the United States comes from Organic Search Of those that access the site through organic search, here is how they get there:
- 24. University of Illinois Urbana Champaign Stanford University Harvard College Cornell University University of California -‐ Berkeley New York University University of California – Los Angeles Massachusetts Institute of Technology Princeton University California Institute of Technology Yale University University of Michigan Boston University University of Pennsylvania INDIA CHINA Search pa]erns SOURCE: Number of visits to bigfuture.org by IP address | India and China | 2013 Top 10 most visited profiles on BigFuture in 2013
- 25. Twitter Weibo Twice as many users as Twitter Facebook Renren 150M users YouTube Youku 2nd largest video site in the world Chinese Version Chinese social media
- 26. Twitter Weibo Twice as many users as Twitter Facebook Renren 150M users YouTube Youku 2nd largest video site in the world Chinese Version WeChat Quickly overtaking apps like Weibo Chinese social media
- 27. Chinese students taking the SAT prefer Business-‐related majors at this stage of their applicaFon process Province 1st 2nd 3rd 4th 5th Anhui Business Mngmnt & MkWng Biological and Biomedical Sciences Electrical and Electronics Eng Finance Engineering Beijing Business Mngmnt & MkWng Biological and Biomedical Sciences Finance UNDECIDED Psychology Chongqing Business Mngmnt & MkWng UNDECIDED Biological and Biomedical Sciences Engineering AccounWng and Related Services Fujian Business Mngmnt & MkWng Biological and Biomedical Sciences InternaWonal Business EducaWon Finance Gansu Business Mngmnt & MkWng Business Admin & Mngmnt Biological and Biomedical Sciences Physical Sciences Astrophysics Guangdong Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Psychology Business/managerial economics Guangxi Business Mngmnt & MkWng Business Admin & Mngmnt Architecture and Related Services Landscape Architecture Finance Hebei Business Mngmnt & MkWng Engineering Psychology Biological and Biomedical Sciences Finance Heilongjiang Business Mngmnt & MkWng Business Admin & Mngmnt Finance Business/managerial economics Computer & Info Sciences Henan Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Engineering Business Admin & Mngmnt Hubei Business Mngmnt & MkWng Finance AccounWng and Related Services Engineering Psychology Hunan Business Mngmnt & MkWng Biological and Biomedical Sciences Business Admin & Mngmnt Physical Sciences Computer Science Jiangsu Business Mngmnt & MkWng Finance Engineering Biological and Biomedical Sciences Business Admin & Mngmnt Jiangxi Business Mngmnt & MkWng Finance Computer & Info Sciences Physical Sciences Business/managerial economics Jilin Business Mngmnt & MkWng Biological and Biomedical Sciences Finance Engineering OTHER Liaoning Business Mngmnt & MkWng Biological and Biomedical Sciences Business Admin & Mngmnt Finance Computer & Info Sciences Shaanxi Business Mngmnt & MkWng Finance Engineering Technologies Mechanical Engineering Computer & Info Sciences Shandong Business Mngmnt & MkWng Finance Engineering UNDECIDED AccounWng and Related Services Shanghai Business Mngmnt & MkWng Finance Biological and Biomedical Sciences Psychology Engineering Shanxi Business Mngmnt & MkWng Finance Business/managerial economics Legal Professions and Studies Biological and Biomedical Sciences Sichuan Business Mngmnt & MkWng Finance Physical Sciences UNDECIDED Computer & Info Sciences Tianjin Business Mngmnt & MkWng Biological and Biomedical Sciences AccounWng and Related Services Finance Physical Sciences Yunnan Business Mngmnt & MkWng Finance Biological and Biomedical Sciences UNDECIDED Architecture Zhejiang Business Mngmnt & MkWng Finance Biological and Biomedical Sciences MathemaWcs and StaWsWcs Psychology When signing up for the SAT, students indicate which major they would prefer to study Source: 2013 SAT admins in China
- 28. SOURCE: COLLEBOARD.ORG | VISITS TO MAJOR CATEGORIES 2013 However, online we find students from China more frequently visiFng STEM majors 29% 35% 30% 29% 26% 20% 18% 22% 18% 27% 19% 20% 18% 20% 21% 0% 20% 40% 60% 80% 100% Zhejiang Jiangsu Guangdong Beijing Shanghai Science Math Technology Business Social Sciences Arts/Entertainment/Sports Interdisciplinary Studies Health & Medicine Public & Social Services Trades & Personal Services Visits to major category on CollegeBoard.org, by province 2013: Example of 5 provinces (with excepWon to Shanghai)
- 29. UFlizing Student Search Services • 27 of the 31 institutions in attendance have an account on the College Board Search site – Student Search Service – Enrollment Planning Service – Segment Analysis Service
- 30. Framework of the Session + SUSPECT + PROSPECT + ADMIT
- 31. Consider the importance of evaluaFng applicants across various standards CriWcal Reading, MathemaWcs and WriWng Score Band East Asia & The Pacific Americas Europe & Eurasia South & Central Asia Middle East & North Africa Sub-‐Saharan Africa 2250-‐2400 6% 2% 2% 3% 0% 0% 2100-‐2240 14% 5% 6% 9% 1% 2% 1950-‐2090 19% 8% 12% 15% 3% 7% 1800-‐1940 19% 12% 17% 18% 6% 14% 1650-‐1790 15% 15% 18% 18% 10% 18% 1500-‐1640 11% 18% 17% 16% 14% 20% 1350-‐1490 8% 17% 13% 10% 16% 18% 1200-‐1340 5% 13% 9% 6% 15% 13% 1050-‐1190 2% 7% 4% 3% 11% 6% 900-‐1040 1% 2% 2% 2% 11% 2% 750-‐890 0% 1% 0% 0% 10% 1% 600-‐740 0% 0% 0% 0% 1% 0% Source: College Board analysis; SAT scores by region | administraWon volumes 2012-‐2013
- 32. Financing higher educaFon in the U.S. 64% of internaWonal students (81% of undergraduates) rely primarily on personal and family funds to pay for their studies. Personal & Family Funds 64% U.S. College or University 21% Current Employment 5% Foreign Gov't/ Univ. 7% Other Foreign Source 2% Other U.S. 1%
- 33. $582 $724 $826 $923 $938 2008-‐09 2009-‐10 2010-‐11 2011-‐12 2012-‐13 Financial Aid awarded to internaFonal undergraduate students • 28% Public Institutions – Awarded $162M – $704K/institution • 70% Private Institutions – Awarded $747M – $1.4M/institution 614 680 733 796 809 2008-‐09 2009-‐10 2010-‐11 2011-‐12 2012-‐13 Total Awarded to Int’l Students In millions of dollars US Institutions awarding financial aid to int’l undergraduates Source: College Board Annual Survey of Colleges In 2013, of the 809 insWtuWons that reported giving financial aid to internaWonal undergraduates:
- 34. InsFtuFons in the audience awarding financial aid to internaFonal undergraduate students in 2013 Financial aid awarded – Of the institutions in the audience, here is the breakdown of financial aid • 19 of the 31 institutions reported as giving financial aid to international undergraduate students • Among the 19 institutions, $40M awarded in 2013 to 2,465 int’l students – Of the 19 institutions, 9 are private, giving $30 million – Of the 19 institutions, 10 are public, giving $10 million
- 35. Using Open Doors® for InsFtuFonal Planning • Over 60 years of annual data • Campuses eligible to host internaWonal students • Data on students from over 200 countries The Open Doors project is carried out with support from the Bureau of EducaWonal and Cultural Affairs, U.S. Department of State.
- 36. Three Key Uses of Open Doors Data Context • Origins • DesWnaWons • Academic Choices Bench-‐ marking Campus Advocacy
- 37. ConnecFng Open Doors to Other Sources of Data on Campus • Your insWtuWon’s CRM system • Leveraging exisWng networks • Individual student behavior and “micro-‐targeWng” • Tracking students • Social media as data
- 38. Data Resources
- 39. APPENDIX
- 40. 56,976 74,516 93,789 14,004 13,059 12,740 2011 2012 2013 37,102 52,154 61,044 15,168 18,496 20,702 2011 2012 2013 1.7 M 2 M 2.1 M 1.4 M 1.6 M 1.8 M 2011 2012 2013 Annual visits to Collegeboard.org SAT registrations by country Undergraduates studying in the US SOURCE: COLLEGE BOARD INTERNAL ANALYSIS SOURCE: COLLEGE BOARD INTERNAL ANALYSIS SOURCE: IIE | OPEN DOORS 2013 Analyzing students from China and India at different points along the international recruitment pipeline Note: 3 graphs on different scales IndiaChina
- 41. SOURCE: AP EXAMS IN CHINA BASED ON TYPE OF SCHOOL | 2008-‐2013 | 2014 PROJECTIONS 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 2008 2009 2010 2011 2012 2013 2014 (projected) Self-Study Students National Schools International Schools AP Volumes in China TOTAL CHINA ~38,500 Self-Study 42% of total National 45% of total International 12% of total AP exam volumes have grown due to an increasing interest in North American higher education