1. SOUTH KOREA PROJECT
July 2016
Company Name: Helen Gibbard (NTU_IDO)
University Supervisor: Julie Vernon
Team Member: Linh Tran
2. AGENDA
– Objectives
– HESA and full cycle stats
– SWOT Analysis
– Key findings
– Recommendations
– Propose strategies
– Q&A
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3. OVERALL
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• Aims of this projects
– Deeply understand the South Korea market insights:
• Key influences
• Online behaviour
• Competitors analysis
– Propose strategies to develop NTU’s online presence
– Raise awareness amongst the target audience
• Approaches
- Secondary data research using British Council data, NTU data and other sources
- Primary research: Interview
- 8 interviews (2 directly and 6 online via FB)
- 4 UG – art and design school and 4 PGT- 1 NBS, 3 art and design school
- 2 informal interviews with Daniel Shin – Lecturer/Senior Lecturer, Product Design
and Andrew Plant - College International Manager, NTU Global
4. OBJECTIVES
• Increase the total number of visitors South Korea(from SK) in 2017
to the NTU Korea page: www.ntu.ac.uk/korea by 15% compared
with the total number in 2016.
• Create official channels for NTU on at least 1 of the popular social-
network-platforms in SK including Kakao Story, Ban, Naver Cafe
and Facebook. Attract up to 500 potential students to visit these
channels and have conversations with other members towards NTU
by the end of 2017.
• Increase the number of applications to NTU by 10% when
comparing numbers received at the end of December 2016 with
numbers received at the end of December 2017.
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5. SOUTH KOREA: A POTENTIAL MARKET?
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Top 10 Universities
2012/13 2013/14 2014/15
University of the Arts, London (295) University of the Arts, London (265) University of the Arts, London (285)
University College London (110) University College London (115) University College London (125)
The University of Manchester (110) Goldsmiths College (100) Goldsmiths College (100)
Goldsmiths College (95) The University of Manchester (95)
London School of Economics and Political
Science (80)
The University of Sheffield (80)
London School of Economics and Political
Science (75)
Kingston University (75)
London School of Economics & Political
Science (70)
The School of Oriental & African Studies
(75)
The University of Manchester (75)
King's College London (65) Kingston University (70) King's College London (60)
The School of Oriental and African Studies
(65)
The City University (65) Royal College of Art (55)
Kingston University (60) King's College London (65) The City University (55)
The University of Birmingham (55) Royal College of Art (60) The University of Oxford (55)
HESA DATA: Not eligible to pay home fees; First Year; : Non Visiting And
Exchange Students; Full-time & Sandwich.
0
200
400
600
800
1000
1200
PGR PGT UG
NewenrolsatUKuniversities
HESA Data – South Korea
12/13
13/14
14/15
Top 5 Subject areas
2012/13 2013/14 2014/15
Creative arts & design (605) Creative arts & design (600) Creative arts & design (635)
Business & administrative studies (490) Business & administrative studies (505) Business & administrative studies (430)
Social studies (315) Social studies (315) Social studies (300)
Engineering & technology/Language (130) Languages (135) Engineering & technology (115)
Architecture, building & planning (90) Engineering & technology (110) Architecture, building & planning (95)
6. SOUTH KOREA: DEMOGRAPHIC FORECAST
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25-29 Demographic is expected to increase 15%, and could be stable
in the next 5 years.
• PG would be the potential market for NTU
Overall: South Korea market would be the stable market, to tackle
this market NTU should use penetration strategy.
Demographic Changes
20 -25 Demographic (right) is expected to decline by approx. 15% in
the next 5 years.
• UG enrolments likely to be affected
• NTU should focus on recruiting students for PG courses in the next five
years
7. NTU FULL CYCLE DATA – APPLICATIONS, ENROLMENTS AND AGENTS
0
2
4
6
8
10
12
14
16
18
UG
12/13
UG
13/14
UG
14/15
PGT
12/13
PGT
13/14
PGT
14/15
NewenrolsatNTU
NTU data – South Korea
Direct
NTIC
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Top Agents not include NTIC
2013 2014 2015
Dong Suh (3) Dong Suh (1) Dong Suh (1)
School guide Seoul (2) x EDM education (1)
x x UK Arts Uhak (1)
Conversion Data
UG PGT
Apps Enrols Conversion (%) Apps enrols Conversion (%)
2012/13 24 10 41.67 19 5 26.32
2013/14 26 11 42.31 23 3 13.04
2014/15 42 17 40.48 19 2 10.53
Top 5 subjects area
2012/13 2013/14 2014/15 2012/13 2013/14 2014/15
PT PT PT UG UG UG
Art and design x x x 7 7 14
Architecture Design &
Built Enviro
1 1 2 1 1 2
Business &
administrative studies
x x x x x 1
Art and humanities 1 1 2 2 x
Social Sciences 1 1 x x x x
Science and
Technology
x x x 2 1 x
8. COMPETITORS ANALYSIS
• Offers a joint-degree in Korea
• Alumni activities
• Partnership and cobranding events
• Recruit National officer in South
Korea
• International Team-led Activities
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9. KEY INFLUENCES
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Important factors in selection of institution
• When selecting which institutions to study at the
most important factor affecting their decision is
Quality of the course, which influenced 23.9% of
prospective students.
• Followed by career prospects (15.3%) and
institution reputation (10.2%).
• Especially, ranking is not considered as an
important factors.
10. KEY INFLUENCES
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What are the aspects being considered by Korean Students?
1. Facilities
2. Alumni feedbacks/Alumni profiles
3. Employability rate
4. Work placement
5. Student support (English tutor)
Source: Author’s primary research
11. SOURCES OF RECOMMENDATION ON INSTITUTION
•Personal research is the
source of greatest influence
on students' choice of
institution, 68.1% of the
respondents chose this. It is
followed by Friends which
had 8.8% of prospective
students chose it.
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12. ONLINE CONSIDERATION PROCESS
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• Search engine
• Google/Naver
• Alumni Profiles
Personal
Research
• Final school list
• Application
process
Agencies
• Social media:
Facebook
• Blog / University
Website
Alumni
Source: Author’s primary research
13. Search engines used
• Amongst prospective students the most
popular search engine was Google which
52.3% used on a regular basis.
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• Amongst prospective students the most
popular social networking site was Facebook
which 26.8% used on a regular basis.
Social networks used
14. • Uway
• Uhak.com
• YESuhak
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Education Web Searches
Source: Author’s primary research
15. High schools websites
Top high schools send Korean students
abroad for higher education.
• Ewha Girls’ Foreign Language High School
• Daewon Foreign Language High School
• Daeil Foreign Language High School
• Myungduk Foreign Language High School
• Seoul Foreign Language High School
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Source: Author’s primary research
16. 06 July 2016 16
SWOT Analysis
NTU IN SOUTH KOREA
S w
T O
Weakness
1. The University’s brand is slowly
growing and mainly popular with
Art and design school.
2. Nottingham not a major city.
3. Perspective Korean students do
not have various choices to
contact with NTU.
4. Rely on mainly two or three
agencies.
5. Middle ranking
Opportunity
Strength
1. UK’s Top 5 Universities for Fashion &
Textile (School of Art and Design)
2. Significant modernization, investing in
facilities and technology
3. An outstanding reputation for
employability
4. Number One University for International
students
5. Safe, peaceful and low living cost city
6. Work placements guarantees
Threat
1. The low birth rate continues
2. US is popular among
Korean students
3. The dominant of direct
competitors such as:
Golfsmith, Kingston
1. The increase of Korean students
study via foundation courses and
English language courses
2. Alumni play an important role in
recruitment and partnerships
3. The Youth Mobility Scheme by the UK
government – Tier 5 Visa
4. The British Council activities
5. Partnerships Korean universities
17. What are difficulties Korean students face when apply for NTU?
• Difficult to find “friendly” contact points except NTU website
• Be massive by a huge information which are not customised for Korean students
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What do KOREAN students need?
• Official channels for Korean students to contact with Korean alumni and current students
• Simple introduction documents (brochures/online posters/email) in Korean
18. THE SOLUTION IS
CREATE THE NTU KOREAN STUDENTS BLOG
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Main contents
• Student-life experiences of Korean student in NTU
• Blogs/ Vblogs
• NTU school’s facilities
• NTU scholarships for Korean students
• Video conference lectures/live video
• Virtual tour
• Alumni network
• Q&A
Recruits bloggers and pay for
them to create contents for this
blog and also manage
Nottingham Trent Korean
Students Fan Page
20. NTU KOREAN
STUDENTS BLOG
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Agencies online
channels
Website – Social networks
– Email marketing
NTU online channels
Website – Social networks
– Email marketing
Paid channels
- Advertorials
- Facebook ads
- Keywords ads
- (Google& Naver)
Earned channels
- WOM (Korean societies)
- Viral (High profile
articles)
- Creative stuff from Art
and design school
21. ONLINE CONSIDERATION PROCESS
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• Search engine
• Google/Naver
• Alumni Profiles
Personal
Research
• Final school list
• Application
process
Agencies
• Social media:
Facebook
• Blog / University
Website
Alumni
Source: Author’s primary research
23. ONLINE CONSIDERATION PROCESS
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• Search engine
• Google/Naver
• Alumni Profiles
Personal
Research
• Final school list
• Application
process
Agencies
• Social media:
Facebook
• Blog / University
Website
Alumni
Source: Author’s primary research
24. 06 July 2016 24
www.ntu.ac.uk/korea
PROSPECTIVE
STUDENTS
NTU offers of financial aid
25. SHORT-TERM STRATEGIES (3 MONTHS)
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Key Deliverables Next steps Timing
Support NTU
Korean Society to
aid their events &
create official FB
Fan page
Meeting with members of Korean Society to discuss their yearly•
activities.
Offer of financial aid for use in events.•
Recruits admin• team to manage this Fan page
NTU KOREAN
STUDENTS BLOG
• Work with design team to design the Blog
• Recruit current Korean students to write blog about their study
experiences in NTU (1UG & 1PG– Art and Design, 1 PG NBS)
Produce Korean
specific materials
• Specific images and Korean text
• Highlight these topics: Prospective programs courses/ Scholarships
for Korean students/ Alumni testimonial/ English supports
Modify
Ntu.ac.uk/korea
page
• Link with NTU KOREAN STUDENTS BLOG
• The scholarships list
• Simple brochures of perspective courses in Korean
• Sign up for meetings with current Korean students in NTU?
26. LONG-TERM STRATEGIES (1 YEAR)
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Key Deliverables Next steps Timing
Korean Society/
Alumni activities
• Attend all events in order to build relationships to result in effective
& engaged alumni assistance, record footage & take photographs to
be used in future marketing campaigns.
• Do students’ profiles/ stories
Promote new
channels of Korean
students
internally/externally
• Introduce these channels through NTU website, social media
networks
• Email marketing for agencies and related partners, current students
and alumni.
Advertising and
Public Relations
• Keywords campaign (Google/ Naver)
• Advertorials campaign to promote alumni stories
• Facebook advertising SK market (military service – male >24)
• Facebook advertising UK market to recruits persective
Korean students
Interactive
marketing activities
• Consider video conference lectures/live video (Partnership with
High School)
• Virtual tour (Partnership with High School)
• Online assistance form Korean student
27. BUDGET CONSIDERATION
•Short-term •Long-term
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Cost
NTU Korean
Society
£tbc
Recruits admin
team to manage
this Fan page
£500/2
students/ 1
years
Projection
(maximum)
£2500
Cost
Keywords
campaign
£1000
Facebook ads £1500
Advertorials £tbc
High school
partnership
£tbc
Projection
(maximum)
£5000
28. FURTHER RECOMMENDATIONS
•Even though this generation are drawn towards online resources,
parents of Korean students have a strong influence on decision making
and prefer advertising from traditional channels such as: Recruitment
fairs/ events, Hard-copy promotional materials etc.
06 July 2016 28
