Overview
The Global Marketplace for HE
Warwick’s position in the Global
Marketplace
Strategies for the Global Marketplace
Questions
Your ideas!
The Global Marketplace
Global Demand for International Student Places in HE in Main
English Speaking Destination Countries (000s)
3000
Africa
2500
Middle East
2000
Asia
1500
America
1000
Europe
500
World
0
2003
2005
2010
2015
Source: Vision 2020; Forecasting International Student Mobility
2020
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International Students in the UK (2003)
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30000
25000
20000
15000
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5000
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International Students in the UK (1998)
14000
12000
10000
8000
6000
4000
2000
0
Increased Competition
 Increased competition from established global
providers, i.e. USA, UK, Australia
 Emergence of new competitors, e.g. Singapore,
UAE
 Capacity building in key target markets, e.g.
China, Malaysia
 Growth of English-medium programmes, e.g.
Germany
 Significant growth in Trans-national education
Challenges for the UK
Immigration – How welcoming is the UK?
Affordability
Employability of UK graduates overseas
World University League Tables
Increasing uncertainty
Warwick's Share of UK overseas student market
2002-3 to 2004-5
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
2002-2003
2003-2004
2004-2005
Postgraduate research
Postgraduate taught
Undergraduate
Total
Warwick's Share of UK Market
10 leading domiciles 2004-2005
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4.00%
3.00%
2.00%
1.00%
0.00%
Market Share of Overseas Students
in Russell Group Universities
Leeds, The University of
2%
4% 3%
Nottingham, The University of
9%
London School of Economics and Political Science
4%
Birmingham, The University of
8%
Sheffield, The University of
4%
Oxford, The University of
4%
8%
5%
Warw ick, The University of
London, University College
Cambridge, The University of
Imperial College of Science, Technology & Medicine
7%
5%
Edinburgh, The University of
Cardiff, University of Wales
New castle-upon-Tyne, The University of
6%
7%
Southampton, The University of
King's College London
6%
7%
6%
Bristol, The University of
Liverpool, The University of
6%
Glasgow , The University of
Warwick in the global marketplace:
International students by category
Foundation
5%
PG - Research
8%
UG - 48%
PG - Taught
39%
Warwick in the Global Marketplace:
International Students by Category over time
3500
3000
2500
UG - new
2000
UG - all
PG - taught
1500
PG - research
1000
Total
500
0
2001/2
2002/3
2003/4
2004/5
2005/6
Warwick in the global marketplace:
International students by department
Maths
3%
Statistics
7%
Other
12%
Comp Sci
5%
Engineering
26%
Politics
4%
Law
7%
CELTE
4%
WBS
23%
Economics
9%
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Warwick in the global marketplace:
International students by country 2005/6
1400
1200
1000
800
600
400
200
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Warwick in the global marketplace:
International students by country 2005/6 (minus China)
300
250
200
150
100
50
0
Warwick in the global marketplace:
students by domicile 2002/3 – 2005/6
1200
1000
China
India
Hong Kong
800
Malaysia
Taiwan
Thailand
600
Japan
Kenya
Pakistan
Singapore
400
Korea
Vietnam
Nigeria
200
0
Total 0203
Total 0304
Total 0405
Total 0506
Warwick in the global marketplace:
International students by country 2003/4 – 2005/6
300
250
India
Hong Kong
200
Malaysia
Taiwan
Thailand
Japan
150
Kenya
Pakistan
Singapore
100
Korea
Vietnam
Nigeria
50
0
Total 0304
Total 0405
Total 0506
Strategies for the global marketplace:
(1) responding to global competition
-
Generic promotion of UKHE is key element
Realise and address different expectations and
knowledge base
Students likely to apply for several countries –
follow through rates may be lower
Strategies for the global marketplace:
(2) working in a high risk context
• Higher risk environment:
- political and economic factors
- terrorism and perceptions of safety / welcome
- impact of both competitor country and UK
government policies
• Implications:
- diversify markets to spread risk
- how accurately can we forecast ?
Strategies for the global marketplace:
(3) working with our reputation
- Can’t assume anything !
- Reputation lags reality, and is vulnerable
- Acknowledge and work with cultural differences:
- very status conscious (rankings, rankings …)
- parents as main decision-makers
- decision-making also based on second hand
(often subjective) information – importance of
word of mouth
Strategies for the global marketplace:
(4) Implications for customer service
•
•
Impact of our service standards in application
process is magnified:
by distance, expectations, financial
investment and cultural factors
Need for:
speed of response
personal service (e.g. named contact,
campus tours)
frequency of contact key (e.g. marketbased
mailings, conversion seminars)
Local representatives play key role
Representatives overseas
• Hong Kong
• India
• Caribbean
• Taiwan
• Pakistan
• Nigeria
• Korea
• Sri Lanka
• Kenya
• China
• Cyprus
• Syria
• Malaysia
• Turkey
• USA
• Thailand
• Jordan
• Russia
• Japan
Strategies for the global marketplace:
(5) Creating effective relationships
-
-
Long-term (commitment – give as well as take)
Personal contact
Stability in personnel to build relationships
Understand and work with cultural differences in
doing business
long memories if we get it wrong !
Strategies for the global marketplace:
(6) cultural considerations
Awareness of cultural issues at all stages:
-
Sensitivity in marketing materials
-
Awareness of key issues (e.g. loss of face, status,
ways of “getting things done”)
-
Commitment to on-campus provision (e.g.
religious needs, cultural awareness training)
Strategies for the global marketplace:
(7) the student experience
Word of mouth referrals even more key overseas
=> student experience crucial
Greater support needs:
- English language provision
- Pre-arrival (specific literature, receptions)
- Orientation
- Visa and immigration advice
- Social programme/vacation provision
In Summary
 The Global Marketplace for HE
 Increasing student mobility esp. China & India
 Greater competition and higher risk
Warwick’s Position in the Marketplace
 Good market share
 Numbers increasing overall, but….
 Future prospects more uncertain
Strategies for the Global Marketplace
 UK brand
 Nurturing and protecting reputation
 High customer service standards
 Cultural understanding