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What are some successful recruitment strategies for North American universities entering the South Asian market? Abhijit Zaveri, Managing Director of Career Mosaic Pvt Ltd, shares his presentation from the ICEF North America Workshop held recently in Vancouver, Canada. Topics covered include country dynamics, student interests in terms of study abroad preferences, agent networks, setting realistic goals, success stories, and what to avoid. Mr Zaveri also presents a SWOT analysis for the following source markets: India, Sri Lanka, Nepal, Bangladesh, Thailand and Vietnam. For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for free daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.
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By : Abhijit Zaveri Managing Director
Career Mosaic Pvt Ltd ( An AIRC Certified Company )
South Asia – Best Entry and Recruitment Strategies for North American Universities
Focus points:Recruitment strategies for North American Universities entering theSouth Asian Market: India Sri Lanka Nepal Thailand Vietnam Bangladesh
Discussion: Country dynamics Students’ interests Agent Networks Setting Goals Do’s and Don’ts
USA - The International Pie
Source : Institute of International education
USA – Most popular states for foreign students Source = 2013 CBSNEWS
California remains the biggest draw for foreigners, with roughly 103,000 students studying there. Here are the 10 most popular states for international students:
1. California (102,789)2. New York (82,436)3. Texas (61,511)4. Massachusetts (41,258)5. Illinois (35,920)6. Pennsylvania (33,398)7. Florida (32,567)8. Ohio (26,427)9. Michigan (25,551)10. Indiana (22,194)
USA : Most popular Universities for foreign students The most popular U.S. universities for foreign students are located on the coasts and in the Midwest. Here are the top 10 destinations for international students, along with their enrollment numbers.
1. University of Southern California (9,269)2. University of Illinois (8,997)3. New York University (8,660)4. Purdue University (8,563)5. Columbia University (8,024)6. UCLA (6,703)7. Northeastern University (6,486)8. University of Michigan (6,382)9. Michigan State University (6,209)10. Ohio State University (6,142)
CanadaSource : .cbie-bcei.ca 2012/13
Canada ranks as the world’s 7th most popular destination for international students.
International student enrollment grew from 136,000 in 2001 to over 265,000 in 2012 – a 94% increase!
International students comprise 6.5% of the student population in post-secondary education.
Canada derives $8B annually from international student expenditures including tuition and living expenses.
Canada
Canada - Top Sending Countries
International students come from all over the world – 173 different countries – however, the top five countries of origin – China, India, Korea, Saudi Arabia and the United States – represent almost 60% of total international enrollment in Canada.
Homework & ResearchMarket Size & Type Setting realistic goals & budgeting Fellow University experience Education Fairs Student Recruitment Agencies Alumni connection Education USA Offices Contact International schools Key Cities to target the recruitment
efforts Establishing relationship with the
Embassies
continued… Agency information questionnaire Background of Agency Director / Counsellors Institutional Membership of Agents ( AIRC,
ICEF, NAFSA, CIEC ) Agencies that specialize in US/ Canada
Admissions Allocate Agents – region wise, use their network
& expertise Inviting agencies to visit the campus / FAM
Tours Outsourcing activities, logistics and promotions Managing printing & shipping of promotional
material
INDIA Big Market , 2nd to China. US F1 Visa Approx: 23500
(2012) Rise in number of Indian students going overseas to
study: 256%From 53,266 to 189,629 (2000 - 2009)
Country preference: USA / CAN / AUS / UK Other preferences: Germany, France, NZ, Spain, Ireland GRAD Market 80 %. UNDERGRAD market is also big
and growing STEM Students go to USA Students are qualified and genuine USA : Students are career focused: F1 >> H1 >>
C d SPP d N U i iti
INDIA…continued Key cities: Mumbai/ Delhi/ Hyderabad/ Chennai/
Bangalore/ Ahmedabad General Promotional Activities are expensive Partner with genuine, certified, experienced Agents. University Country Office in India Ranking & Accreditation are important factor for
qualified students Popular destinations: North East USA, California ,
Illinois, Texas Canada – Toronto and vicinity, Vancouver, Edmonton,
Calgary, Winnipeg
TOP 7 – India
INDIA – SWOT • US is top choice, 2nd
Canada at this point. • Established Grad Market• Qualified students• Established agent
network• English speaking• Strong finances• Bank loans• Alumni network
• Small UG market• Crowded
Grad market
• By 2020, China &India
combined willproduce 40% of
globalgraduates.
• By 2030, thenumber of
Indian of College-Age is
estimated to be 400million.
• Quality consciousmarket
• Visa Denials • Students
transfer out• US Dollar VS.
Indian Rupee
Sri Lanka Small Market (US F1 approximately 750 in 2012) Travel while in South India Preferred countries: AUS / UK / USA Most Agents only focus on AUS or UK Relatively new market for Canadian schools Undergrad market for study abroad is a good size:
60% Popular degree choices: Business, I.T, Aerospace Scholarship is a big draw for students Poor agent network (Recommendation to work via
India) International Schools in Colombo Education US Office is quite active
Sri Lanka – SWOT • A growing market for
higher studies in USA • Undergrad market• Proximity to India• English speaking
• Canada is a fairly newchoice for studies abroad • AUS / UK have
establishedpathway
programs • Financing education can be a
problem
• Offering Scholarship or
Tuition Waivers is a big
draw for students • Hospitality sector is on
verge of big boom and
high potential demand
for graduates of business
and hospitality withinternational
education.
• Stiffcompetitionfrom othercountries
• Colombo is the
only airport • Travel time
between cities
of interest
Nepal US - F1 Approximately 1100 (2012) Studying overseas for higher education is a
popular choice Preferred countries: USA/ UK/EUROPE Potentially high Undergrad market Key cities: Kathmandu, Pokhara Choose students carefully Schools with low Tuition & Living cost have been
successful Scholarship is very important to all Crowded network of small agencies Plan with India
Nepal – SWOT • US is top choice• 55% of Nepal’s total population is under 25 years of age. Hence big number of students seeking university and higher education opportunities will continue to grow.• Proximity to India
• Finance can be dubious • Student loans are difficult• Only cheaper universities would be preferred
• International Educational Exchange’s (IIE) 2012 Open Doors report, Nepal ranked 11th as a place of origin for international students to the US, with the majority of them studying at the undergraduate level.
• Student transfer
out to cheaper
tuition schools• VISA denials • Fake documents
Vietnam BIG Market for USA. F1 Approximately 10,000 (2012) Ranks 8th up from 20th, 5 years ago for student recruitment
numbers to USA Vietnam leads South East Asian countries in the number of
students studying in the US, with Thailand a distant second, followed by Indonesia, Malaysia and Singapore
Preferred countries: USA/ AUS/ UK Grad Market is 30 % , Under Grad 50 % and ESL is 20 % Education is a high investment priority. Scholarship is a big draw Preferred programs: Business, Finance, English Community Colleges & High School Completion programs are also
popular Key cities: HCM and Hanoi Quebec is popular with Hanoi Students Crowded agent network. Partner with certified and experienced
Vietnam – SWOT • US is top choice along
with Australia(combined
40% of students studying abroad)
• Booming economy• Growing Middle Class• Self-Financed students
• English • Very few certifiedAgents.
• Students tend to go
by referrals instead
of personalresearch
• Schools with low
tuition & living cost are preferred
• International Educational
Exchange’s (IIE) 2012
Open Doors report, Vietnam ranked 5th
ininternational under grad enrolment and
3rd
in internationalenrolment at USCommunity
Colleges. 2)
• Studentstransfer out after finishing ESL
• Cheaper Schools
Thailand Ranks 15th for international admissions to USA F1 Approximately 4000 (2012) Preferred countries: UK/ China/ USA Grad market 52 %. Under Grad 37 % Preferred degrees: Liberal Arts, Business Good market for High Schools as well Preferred destinations: California, Texas,
Northeast USA Organized agent network Thai International Education Consultants
Association (TIECA )
Thailand – SWOT • US is amongst the
preferreddestinations to
study abroad • Stable economy• Large Middle Class• Popular destination for
other countries to set-up
their overseas campus of
college/university This
can lead to pathway
transfers.• Admission into ESL+
Degree program isusually the choice
• Lack of certifiedAgencies
• Students tend to go
by referrals instead
of personalresearch
• Studyconcentrated
to few courses
• TIECA has an agreement with education promotion agencies from five native English-speaking countries to strengthen their collaborations in helping Thai students prepare to study abroad. This includes USA/ UK/ AUS/ CAN/ NZ
• China is the top
choice for Thai
Students.
Bangladesh USA is a popular choice. F1 Approximately 1300
(2012) Poor domestic educational system means
students choose to study abroad for higher education
Preferred destinations in US : New York, New Jersey
Largely a Grad market Key cities: Dhaka, Chittagong Unorganized and poor agent network Can recruit from Bangladesh using India as a
base
Bangladesh – SWOT •Strong community of
Bangladesh nationals in
USA• US is a popular choice to
study abroad
• Lack of certifiedAgencies
• Finance availability
and source can be
questionable
• According to University World News : By 2013 Bangladesh will be in the Top 10 countries for sending students for higher education.
• Students tend to
transfer out to
cheaperuniversities
Thank You
Abhijit Zaveri
Managing Director
Career Mosaic Pvt Ltd.Student Recruitment Agency for South Asia, Middle
East & Africa