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Baltic Sea Region University Network. Marketing Strategies at the Belarusian State University. Seminar on Marketing and Networking for Internationalization Vilnius University, 25 November 2011 Vilnius, Lithuania. Vadim Reznikov. BSU marketing service. - PowerPoint PPT Presentation
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Marketing Strategies at the
Belarusian State University
Vadim Reznikov
Baltic Sea Region University Network
Seminar on Seminar on Marketing and Marketing and Networking Networking
for for InternationalizaInternationaliza
tiontion
Vilnius Vilnius University, University,
25 November 25 November 20112011
Vilnius, Vilnius, LithuaniaLithuania
BSU marketing service
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Objectiveto raise export of educational services of the BSU and increase quality of international applicants
In 2008In 2008 a a special unit special unit dealing with dealing with marketing of marketing of educational educational services was services was established established within the within the structure of structure of International International Relations Relations OfficeOffice
Need to:Need to:
- - professionprofessionalizalize and e and - - institutionalizinstitutionalizee
marketing marketing activitiesactivities
Directions of work1. analytical work2. information, promotion and communications 3. admission and enrollment4. orientation and adaptation
BSU marketing service
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Annual Annual WorkWork
ScheduleSchedule
January
FebruaryMarkets analysis
March Analysis of consumers
AprilDesigning the Strategy of marketingcommunications for the up-coming
enrollment campaign
May
JuneInformation and promotion campaigns
July
August
September
October
Admission and enrollments
November
December
Analysis of Results, Reports to administrationand MO
Analysis of markets: Geography
Main two trends Main two trends in the world’s in the world’s education education markets since markets since 19911991
Overgrowing demand for Overgrowing demand for education in the sphere of education in the sphere of social sciences and social sciences and humanities humanities
Diagram: Diagram: Study preferences of intern.stud. BSU, Study preferences of intern.stud. BSU, 2002-20102002-2010
Today Today China China –– absolute leader absolute leader in sending in sending students abroadstudents abroad. . 6% 6% of students of students body in body in European HEIs European HEIs are Chinese are Chinese nationalsnationals..
New markets New markets appeared:appeared:1) 1) Former soviet Former soviet statesstates2) 2) South-Eastern AsiaSouth-Eastern Asia
Diagram: Diagram: Changes in geographical Changes in geographical structure of international students since structure of international students since 1991, BSU statistics1991, BSU statistics
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Communications (languages)
20,9%
Business studies19,6%
Sciences18,3 %
Social and Humanitarian
studies11,2%
Engineering5,8%
International activity; 24,1%
Middle East and North Africa
CIS and Baltic
Asia
AfricaAmerica
Eastern EuropeCentral
Europe
-40
-30
-20
-10
0
10
20
30
40
50
New New MarketsMarkets
Lost Lost marketsmarkets
Structure of Structure of the regional the regional tuition feestuition fees
Comparing tuition fees in some classical universities of Comparing tuition fees in some classical universities of CISCIS, , $$ per yearper year
PositioningPositioning Costs of study at the BSU correspond to the cost level of Costs of study at the BSU correspond to the cost level of classical universities of CIS which are located in the cities classical universities of CIS which are located in the cities with 2 millions inhabitantswith 2 millions inhabitants
Analysis of markets: Costs of studies
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Moscow Uni.
Sankt-Peterbur
g
Novosibirks Uni.
Kazan Uni.
Kharkov Uni. BSU
Foundation course 4203 3800 3500 2200 2000 2300
Higher Education 7000 5300 4080 3024 30002700-3950
Master Studies 7000 5400 4080 3640 36002900-4050
PhD Studies 7500 5500 4920 3846 3800 3500
Important conclusionImportant conclusionCost of study depends onCost of study depends on::
1) 1) the level of educationthe level of education2) 2) specialty / study directionspecialty / study direction3) 3) enrollment procedure enrollment procedure (through the agent networks, after completing domestic foundation course, in the framework of bilateral agreement, if previously had high academic success etc.
Consumer analysis: economical background
Social and Social and economical economical abilities of abilities of
our our internationinternational studentsal students
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
"A" - "B" Category. Higher Incomes;
2,6%
"C" Category. Incomes higher
than agerage; 4,9%
"D" Category. Incomes Lower than agerage;
82,4%
"E" Category. Low Incomes; 10,1%
0
10
20
30
40
50
60
70
80
90
1
Parents with incomes higher than average
28%Parents with average incomes
52%
Parents with incomes lower than average
8%
Parents with high incomes
12%
Most of international Most of international students coming from students coming from the countries with the countries with average incomes or average incomes or lower lower
Diagram: Diagram: the BSU the BSU IInternational students nternational students countries of origins, 2002-2010countries of origins, 2002-2010World Bank classification of countries World Bank classification of countries according to the average incomeaccording to the average income
Most of the BSU Most of the BSU students are coming students are coming from families with from families with average incomesaverage incomes
Diagram: Diagram: Families incomes (self Families incomes (self estimation), BSU international students estimation), BSU international students survey 2009survey 2009
Social and Social and economical economical abilities of abilities of
our our internationinternational studentsal students
Survey conducted in May 2008Survey conducted in May 2008
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Meals 150
Books 40
Transportation 45
Clothing 75
Leasure 40
Healf 45
Total 395
Average monthly budget ($) of the Average monthly budget ($) of the BSU international students, BSU international students,
self evaluationself evaluation
Consumer analysis: economical background
SatisfactorySatisfactory
Subjective Subjective factorsfactors
It’s good - It’s good - because it’s because it’s
expensive ;-) expensive ;-)
Evaluation of the BSU tuition fees, Evaluation of the BSU tuition fees, wherewhere 10 – 10 – is very high (negative)is very high (negative)
Analysis of consumers: price perception
UnsatisfactoryUnsatisfactory
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
7.7
7.8
6.7
6
6.2
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
2007 2009 2010
Segment C Europe+USA+highly developed countires
of the East
6%
Segment B Former Soviet States
33% Segment A Asia+Middle East+Africa
61%
3 major 3 major clusters of clusters of customers customers – 3 target – 3 target
groupsgroups
Target groups: social background and educational interests
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
•Apply for Apply for degree degree programsprograms
•Sufficient Sufficient level of level of previous previous educationeducation
•Sufficient Sufficient knowledge of knowledge of Russian Russian LanguageLanguage
•High Ability of High Ability of cultural cultural adaptationadaptation
•Apply for degree Apply for degree programsprograms
•Insufficient level of Insufficient level of previous educationprevious education
•No Command of No Command of Russian LanguageRussian Language
•Low Ability of Low Ability of cultural adaptationcultural adaptation
•Apply for Non-degree Apply for Non-degree programs (Language Courses, programs (Language Courses, Internships, Cultural and Study Internships, Cultural and Study Visits)Visits)
Diagram: Diagram: Distribution of the BSU foreign Distribution of the BSU foreign students in 2009 to the target groupsstudents in 2009 to the target groups
3
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Target groups: peculiarities of decision making process
Segment C Europe+USA+highly developed countires
of the East
6%
Segment B Former Soviet States
33% Segment A Asia+Middle East+Africa
61%
•Able to gain Able to gain information information from different from different independent independent sources sources but but also trust to also trust to the experience the experience of the of the someone elsesomeone else
•Seeking for Seeking for quality quality education but education but follow the follow the ideas on ideas on prestige and prestige and common common trendstrends
•Decision is made on Decision is made on the basis of the basis of experience of the experience of the person they trust person they trust (friends, relatives)(friends, relatives)
•Seeking for Seeking for sustainability sustainability (preference is given (preference is given to state universities to state universities and especially to the and especially to the major ones)major ones)
•Decision is made independently on the Decision is made independently on the basis of information gained from different basis of information gained from different sourcessources•Seeking for quality education and Seeking for quality education and comfort environmentcomfort environment
Diagram: Diagram: Distribution of the BSU foreign Distribution of the BSU foreign students in 2009 to the target groupsstudents in 2009 to the target groups
3 major 3 major clusters of clusters of customers customers – 3 target – 3 target
groupsgroups
3
Sources of Sources of informationinformation
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
63
12
19
10
49,7
11,8
23
14,5
0
10
20
30
40
50
60
70
from friends from internet from agents other (PRs, Media, Exibitions,etc.)
2008 2009
Target groups 1 and 2: major sources of information
Histogram: Sources of information Histogram: Sources of information used by international students, used by international students, surveys 2008 and 2009surveys 2008 and 2009
Designing marketing communication strategy
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Main Main principle – principle –
to to differentiate differentiate marketing marketing strategy in strategy in accordance accordance with target with target
groupsgroups
Target group 1
Target group 2
Target group 3
Goals of communication
To maintain positive image
To show advantages
To provide specific information
Language of communication
National languages (Chinese, Vietnamese, Turkish, Spanish, Arab,
Persian)
Russian English
Ways of Promotion (most effective)
Agents-to-educators Fairs
International exhibitions, one-to-
one counselingDirect mailings
Channels of promotion and means of admission
Make use of recent students,
broadening agents network
Direct application Direct application
5 5 advantages advantages of study at of study at the BSUthe BSU
Designing marketing communication strategy
Creating Creating support support imageimage
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Presentation for your international students Presentation for your international students “Tell you friends how to come for study to our “Tell you friends how to come for study to our universityuniversity»»
More than 50% of applicants from Segment A apply More than 50% of applicants from Segment A apply because their fiends (graduates or recent students) told because their fiends (graduates or recent students) told themthem
Designing marketing communication strategy
Make Use Make Use of your of your recent recent students as students as a a main main channel of channel of promotionpromotion
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
15
University University top top managememanagement meets nt meets internationinternational students al students
I would like to assure all of you that your friends and relatives are always welcome at our university and we will always give them favour in admitting
for studies.
All necessary information about study programs and enrollment you are
always able to get at the International Office or at our internet site
www.bsu.by
Designing marketing communication strategy
Make Use Make Use of your of your recent recent students as students as a main a main channel of channel of promotionpromotion
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
16
University University Internet siteInternet site
Mail / e-mail Mail / e-mail communicaticommunication on
Channels of Channels of promotion – promotion – creating creating agent agent networknetwork
We expect our prospective We expect our prospective partners to send us their partners to send us their business proposal containing business proposal containing the following information:the following information:- Company name, address and - Company name, address and contact details;contact details;-- Brief description of activity in Brief description of activity in the market;the market;- List of existing partners with - List of existing partners with their contact detailstheir contact details-- Brief review of education Brief review of education market in the country / regionmarket in the country / region
Download advertising Download advertising materialsmaterials
Designing marketing communication strategy
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Relevant Relevant resources on resources on INTERNETINTERNET
Channels of promotion – creating agent network
Select a country your agents are Select a country your agents are coming fromcoming from
http://http://www.schoolsandagents.comwww.schoolsandagents.com
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Relevant Relevant resources on resources on INTERNETINTERNET
Channels of promotion – creating agent network
http://www.agentschat.com/http://www.agentschat.com/
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Agents – to educators Fairs
ICEF - www.icef.comFall-Turkey a2 - http://www.aafair.com WEBA Agents http://www.webaworkshops.com
1. Is it 1. Is it more more expensive expensive than than classical classical educational educational fair? - fair? - NONO
2. Does you 2. Does you reach reach target target group? - group? - YESYES
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
20
Agents – to educators Fairs
ICEF calendar
Workshop Workshop in China in China October October
20102010
Fall-Turkey a2
Workshop Workshop in Turkey in Turkey
March 2011March 2011
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Dealing with agents1. Is it 1. Is it more more expensive expensive than than classical classical educational educational fair? - fair? - NONO2. Does you 2. Does you reach reach target target group? - group? - YESYES
3. A3. Agents gents as as aa marketingmarketing partners - partners - YESYES
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
22
Dealing with agents
Concluding Concluding an an agreement agreement with agentwith agent
Vadim Vadim ReznikovReznikov
2525..1111.201.20111
Dealing with agents
Concluding Concluding an an agreement agreement with agent with agent – the BSU – the BSU experienceexperience
Discounts depend on the quantity of students received
Agents help Agents help to deal with to deal with internationinternational studentsal students
Vadim Vadim ReznikovReznikov
2525..1111.201.20111