International Marketing at BI
• Organisation
• Activities
– National market
– International market
• India
• discussion
BI Markets
• Continuing Education – Norway
– Post experience
• Youth – Norway
– Pre experience
• International
– All English-taught programmes
Marketing activities Norway
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Media campaigns (online, print, television, cinema’s)
Fairs for potential bachelor & master students
Visits from high school students at campus
Visits from BI students at high schools
Information meetings
Breakfast meetings (academic lecture in a specific
subject)
Online-meetings (academic staff and/or a counsellor)
Newsletters
PR-campaigns
Brochures
Direct mail (prospects and students)
International Programmes
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Bachelor of Business Administration
Bachelor of Shipping & Finance
7 Pre-experience master programmes
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Innovation and Entrepreneurship
Business & Economics
Strategic Marketing Management
Financial Economics
Leadership and Organisational Psychology
Political Economy
International Management
Professional Accountancy
•
Doctoral programmes
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Executive MBA programmes
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General Management
Energy Management
Shipping Management
International Summer Programme
+ transnational programmes in China and Vietnam
Organisation International
Marketing
Central:
International Office
Marketing Department
Decentral:
Programme Units
• BBA
• Master Programmes
• Ex. MBA programmes
Important central support units:
• Career service
• Alumni service
• Admission offices
Development
• From ’the world is our oyster’ to prioritizing
selected markets
• Increasing involvement of Marketing Department
• Development of Niche programmes, e.g. Energy
Management, Shipping
• Cooperation with international partners
– Executive joint programmes
– Double degree (master)
– Pathway programmes
• Transnational education in China and Vietnam
Marketing Activities International
• Media campaigns (online, print)
– Horizontal – aggregator sites
– vertical
• Fairs
• Information meetings
– General/Open
– At partner institutions
– At agents
Entry modes
country
agent
fairs
On line
print
China
+
+
-
+
+/+
+
+
+
+
+
+
+
-
India
Germany
Russia
sample
sample
sample
Postcard
Students from China and India accounted for nearly one third of all non-EU
domicile students at UK HE institutions in 2008/09. The number of students
from other EU countries also continued to rise between 2007/08 and 2008/09
Rank
Non-EU
07/08
08/09
Diff %
Rank
EU
07/08
08/09
Diff %
1
China
45,355
47,035
+3.7%
1
Ireland
15,260
15,360
+0.6%
2
India
25,905
34,065
+31.5%
2
Germany
13,625
14,130
+3.7%
3
Nigeria
11,785
14,380
+22%
3
France
12,685
13,090
+3.2%
4
USA
13,905
14,345
+3.2%
4
Greece
12,625
12,035
-4.7%
5
Malaysia
11,730
12,695
+8.3%
5
Cyprus
9,640
10,370
+7.6%
6
Pakistan
9,305
9,610
+3.3%
6
Poland
8,570
9,145
+6.7%
7
Hong Kong
9,700
9,600
-1%
7
Italy
5,605
6,035
+7.7%
8
Canada
5,005
5,350
+6.9%
8
Spain
5,740
5,690
-0.9%
9
Taiwan
5,615
5,235
+6.8%
9
Netherlands
3,025
3,200
+5.9%
10
Saudi Arabia
3,535
5,205
+47.2%
10
Sweden
3,195
3,185
-0.3%
Source: HESA Students in Higher Education Institutions 2007/08, 2008/09
International Market Challenges
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Norway not well known (as study abroad country)
Why study international business in Norway?
Finding the right niches: Energy, Shipping etc?
Perception of Norway as an expensive country
Scandinavia’s/ Norway’s reputation as a
region/country where higher education is for ’free’
• Ranking(s)
• Two-year master degrees
• Growing and aggressive competition
– Netherlands, Germany, France, Denmark, Finland, Sweden
India – a case study
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US$13 billion is spent every year by about 450,000 Indian students enrolled
in higher education abroad
Over 150,000 students every year go overseas for university education
The primary reason for a large number of students seeking professional
education abroad is lack of capacity in Indian institutions.
Students of Indian origin are traveling in higher numbers than ever before to
pursue higher education abroad
Why do Indian students study abroad?
– Quality of education in countries such as India is not as good as it is
abroad
– They want to experience education in different socio-economic-climatic
setting
– Education abroad has high symbolic social status value
– Education is the best excuse to enter the 'first world' and settle there.
Living conditions are better (mainly from materialist point of view) there
than where they live.