Russian Association of Russian Association of International EducationInternational Education

HOW TO WORK WITH AGENTS TO MAXIMISE YOUR RECRUITMENT IN RUSSIA

Russian Association Russian Association “International Education” “International Education” (RAIE)(RAIE)Year of foundation – 2007Member of FELCA (The Federation of

Education and Language Consultant Associations)

22 agencies from 5 citieshttp://www.edu-association.ru

SURVEY – MARCH 2009SURVEY – MARCH 200916 Russian agencies16 Russian agencies

1. Short-term programs2. Long-term programs3. Principals of co-operation with

Russian agents

SHORT-TERM SHORT-TERM PROGRAMSPROGRAMSSummer programs – 70 per centMain age groups: 11-18 and 19-

25 years oldWomen – 60 per cent of the

bookingsThe decision is made several

months in advance (80 per cent)

SHORT-TERM SHORT-TERM PROGRAMSPROGRAMSCountries of destination:

English1- the UK, 2- Malta, 3 – USA, 4 – CanadaGerman1- Germany, 2 – Austria, 3 – SwitzerlandSpanish1- Spain, 2 – countries of Latin AmericaFrench1- France, 2- Switzerland, 3 – BelgiumOther languagesCzech, Italian, Chinese, Japanese

SHORT-TERM SHORT-TERM PROGRAMSPROGRAMSThe demand for the programs:

Will remain the same – 56 per centWill grow –12 per centWill reduce – 18 per cent

LONG-TERM (ACADEMIC) LONG-TERM (ACADEMIC) PROGRAMSPROGRAMSMain destinations: 1- the UK, 2 – Canada, 3 – the USA, 4 – Switzerland

The decision about the program is made 1 year in advance - 55 per cent of the clients; 1 semester in advance - 40 per cent

Participation in language preparation courses – 60 per cent (range from 5 to 100)

LONG-TERM (ACADEMIC) LONG-TERM (ACADEMIC) PROGRAMSPROGRAMSMost popular specialties:Business, Economics,

Management, Finance, Hospitality and Tourism Management, Design.

Some agencies also pointed Law, Information technologies, Public Relations and Human Resources Management.

LONG-TERM (ACADEMIC) LONG-TERM (ACADEMIC) PROGRAMSPROGRAMSThe demand for the programs:

Will grow significantly – 70 per cent

Will remain the same – 25 per centWill reduce – 5 per cent

FACTORS AND TRENDS FACTORS AND TRENDS COMPARISONCOMPARISONThe decision is made quite close

to the start of the program in both types of the programs

The leaders are the United Kingdom, Canada and the U.S. for both types

The majority of the respondents are much more optimistic regarding the development of long-term (academic) programs of foreign in Russia

Principles of co-operation Principles of co-operation with a Russian agentwith a Russian agent

How the agencies choose the foreign institution

What to consider when marketing in Russia

What Russian clients expect

How the agencies choose How the agencies choose the foreign institutionthe foreign institution

membership in professional associations – 60 %national/international accreditations of the

programs – 60 %the level of the commission – 50 %the feedback of the clients who studied before

in the institution – 50 %recommendations of the colleagues - 40% the speed of the feedback from the institution -

40 % the price of the program for the clients – 30%the diversity of the programs - 30 %seasonal special offers, the location of the

center – less than 5%

How the agencies choose How the agencies choose the foreign institutionthe foreign institution

membership in professional associations – 60 %national/international accreditations of the

programs – 60 %the level of the commission – 50 %the feedback of the clients who studied before

in the institution – 50 %recommendations of the colleagues - 40% the speed of the feedback from the institution -

40 % the price of the program for the clients – 30%the diversity of the programs - 30 %seasonal special offers, the location of the

center – less than 5%

What to consider when What to consider when marketing in Russiamarketing in Russia

level of the commission - 90 %the speed of the feedback from the institution –

70% flexible approach to the programs structure –

60%possible combination of different programs 60

% the possibility of the choice of different

methods of payments –40 %. Less important - diversity of different programs

and its price for the clients. Seasonal offers are not important for the agents

in Russia.

What Russian clients What Russian clients expectexpect

quality of accommodation and how it meets the requirements of the clients – 87 %

price of the program for the clients - 62 %the diversity of the programs offered - 37 %. update information about the number of

Russian-speaking students which is planned to be during the stay of the client at the school/institution

Russian clients like additional services and options, as language workshops, free excursions, etc.

The least important factors are seasonal special offers, the possibility of the language test prior the program start, additional facilities at the center: language laboratory, free Internet, etc.

Russian Association of Russian Association of International EducationInternational Education

HOW TO WORK WITH AGENTS TO MAXIMISE YOUR RECRUITMENT IN RUSSIA