Recruitment from South Asian CountriesA Market Review with Special Focus on

Pakistan, Bangladesh and Sri Lanka

SYED ABIDI Tamgha-e-Imtiaz, “Medal of Excellence”

CEO, Falcon Education & Consultancy Services (Pvt.) Ltd, PakistanCEO, All Pakistan Education Consultants Association (APECOP), Pakistan

Recruiting Beyond China & India

North America -> South Asia “The Far Away Mecca”

North America is the “Far away Mecca”For Asian Students, Studies, Careers

Or Immigration

The Geography-World’s 1/4th population lives in South Asia

oBangladesh, India and Pakistan all have been under colonial legacy

oEconomic liberalization reforms in Bangladesh (1990) and in Pakistan (1989)

oSymmetry in Education systems/structure

oGrowth in British and American schooling. e. g. GSCE and IB

oEnglish as official second language

oHistory of migration due to colonial rule

oClose ties to all OECD countries

oRelative ease of operating in this environment as compared to Afghanistan,

Iran, etc.

Most of the countries here formed after the end of colonial rule in

the late 1940’s

Commonly called a subcontinent because it rests on its own tectonic

plate (the India plate)

Most densely populated area in the world (1/4 of

world’s population)

Countries are considered developing

½ size of the USA

South Asia – The New South Asia(Excluding India)

Recruitment & Enrollment managers call this

“A difficult Market” or a “High Risk Market”

I see this as

“An Emerging Market ”

Or

“The Untapped Market”

Why South Asia?

•Growing Economics

•Young Population and Growing

•Increasing Literacy Rate

•Thirst for Overseas Education

•Foreign Degrees Respected and Honored

•Major Opportunities for Education Promotion

•TNE - Opportunities

•S T E M Programs Preferred by these Vibrant Economies

•High Ranking Universities Avoid it, Why should YOU?

•Huge Research Opportunities with funding

Focused countries

• Afghanistan

• Bangladesh

• Bhutan

• India

• Maldives

• Nepal

• Pakistan

• Sri Lanka

• Thailand

• Vietnam

Country Brief - Bangladesh

•Geographical location 20 º 24/ - 26 º 38/ N•Population 160,079,708•Population density 1101 People Per sq. Km.•Per Year Change 1.20%•GDP 130 US Billion Dollars•GNP 498 Billion Dollars•Median Age 24.3 Years•Expectancy of Life 70 Years•GDP Growth rate 6%•Per capita GDP USD 957.82 (2013)

o Higher education sector in Bangladesh is a legacy of the British colonialeducation system

o The government of Bangladesh enacted the private universities act 1998and amended in 1998 and 2000

o The higher education sector is supervised by UGC (University’s GrantCommission) a government body mandated to supervise public andprivate institutions in the country

o At present there are 124 universities in Bangladesh of which 37 are publicand 87 are private. Two universities are only for women

o The latest student enrollment data available for university enrollment is3,00000 students in public sector universities and 2,70,000 in privatesector universities

Bangladesh Education Market Overview

o There are 5 types of higher education available in the country: GeneralEducation, Science, Technology and Engineering, Medicine, Agricultureand Distance Education

o Degrees awarded at bachelors level are of 2 types; 3 years pass degreeand a 4 years Bachelors (Honors)

o The pass bachelors do their masters in 2 years while the Honor graduatesdo the same in 1 year

o Government is focused on expanding budget allocation on highereducation and several recommendations have been made to theParliament and a number of programmes are underway

Bangladesh Education Market Overview

o Private universities in Bangladesh have taken a phenomenal shape and areplaying a key role with increasing opportunities in higher education

o Cross border education is now a reality in Bangladesh offering opportunitiesto international service providers

o British council has played a key role with a bigger share working with UGC toattract British institutions to enter into collaborations/links

o Distance learning is another option under focus with UGC to expand HEsector increasing opportunities for students who cannot travel abroad

o Currently university of London offers a range of courses in Bangladeshthrough British Council

o UGC supported by World Bank and Ministry of Education has setupBangladesh Research and Education Network (BdREN). This project has acredit agreement of USD 81 million and shall enhance teaching, learning andboost research and allocate funds for public sector universities

Bangladesh Market Size and Opportunities

o It is beyond any doubt that Bangladesh needs to revamp itshigher education sector and in doing so would requireinternational support

o The government of Bangladesh has formulated a 20 yearstrategic plan for higher education with the support of WorldBank, which is an indication of this reality and possibility ofadditional resource mobilization for the HE sector

o The government has a clear agenda to improve quality in highereducation with main focus on Science, Technology and Researchin the next 10 years

Bangladesh Market Indicators

Bangladesh Market Segmentation

Categories of Education system in Bangladesh

Quality of Students-Result Analysis Secondary School (10th Grade)Exams

SSC Result: GPA 5 GrowthA graph showing GPA 5 in 8 years from 2007 to 2014

Quality of Students-Result Analysis Higher Secondary School (12th

Grade)Exams

GPA 5 (2008-2014)

2008 = 20137

2009 = 18222

2010 = 25512

2011 = 34385

2012 = 51469

2013 = 58197

2014 = 70602

Active SIM Subscribers

Mobile Subscriber - 116.23 MnMobile Penetration - 72%

Actual Mobile Users

Mobile Subscriber - 75.60 MnMobile Penetration - 45%

Telecom Subscription Scenario (2014)

Mobile Operators Market Share (2014)

How Technology & CommunicationIs Developing

Bangladesh Telecom Scenario

35 Million Mobile Internet Subscribers

21% Internet Penetration

Huge opportunities available in Telecom especially Mobile & Wireless

o Disaster Management

o Public Administration

o Economics & Finance

o Cyber Crimes

o International Security and Terrorism

o Telecom & Mobile Communication

o Renewable Energy

o Education Management

Subject Areas with Government Funding Available

o Agriculture

o Renewable Energy

o Medicinal & Aromatic Plants

o Production of Clean Water

o Rice- Production

o Dairy and Livestock

o Fisheries

o Forestry

o Soil Resources

Research & Post-Doc Funding Available Through United Nation/UNDP and BD Government Projects

Opportunities for Post Graduate (R&D) Research Incubators

Country Brief - Pakistan

•Geographical location 30°00'N 70°00'E2. Population 199,085,847•Population density 236 people per Km2.•Per Year Change 1.67%•GDP $249.47 billion •GNP 881.4 Billion Dollars•Median Age 22.6 Years•Expectancy of Life 64.43 Years•GDP Growth rate 4.4%•Per capita GDP USD 806.38 (2013)

Pakistan Education Market Overview

o Primary and Secondary education is under the Federal Ministry of Education, distributed down to provincial governments education departments in each province

o The higher education sector is controlled and regulated by HEC (Higher Education Commission of Pakistan) founded in 2002

o HEC is responsible for higher education policy, quality assurance, degree recognition, development of new institutions and monitoring of all existing higher education institutions in Pakistan

o Currently Pakistan has 37,462,900 students enrolled at primary level 22,650,000 at secondary level and 2,884,400 and Post Secondary/College1,349,000

o There are 72 private sector universities (Chartered by HEC) and 91 public sector universities both federal and provincial

Secondary & Higher Education Sector 2012-13

Secondary & Higher Education Sector

Enrollments at Secondary, Higher Secondary and Degree (2 year) levels

Higher Education Sector

Enrollments at University Level

South Asia - Pakistan Market Segmentation

Pakistan Market Size and Opportunities

o Market Growth Pakistan is the world’s 6th most populous nation and is predicted to grow to 286 Million by 2060. Two-Third of the population is under the age of 25 making it a key emerging market

o Pakistani Student Numbers Dropped in UK for the first time in 29 years number of international students enrolling at UK universities decrease of almost 50 % was witnessed in 2013 in the numbers of PG students from Pakistan & India.

o Post 9/11 Pakistani Students in the US declined from a peak of 8,644 students, ranked 13th in 2001-02 still ranks 23rd with 6,170 students. US remains the third choice and Canada in fourth place followed by UK & Australia.

Pakistan Market Size and Opportunities

o Pakistanis take education seriously. They spend more time in school and colleges and graduate at a higher rate than their Indian counterparts in 15+ age group (Report of Harvard researchers)

o Substantial demand exists from students, parents and employers with willingness to pay for quality private education (AUSTRADE and British Council)

o Private institutions are seeking affiliation with universities abroad to ensure they offer information and training of international standards (Franchising, Twining and Credit Transfer collaborative opportunities)

Pakistan-HE Market Size and Opportunities

0

5

10

15

20

25

30

35

Punjab

Sindh

KPK

Balochistan

Federal

AJK

Gilgit Baltistan

Private72

Public91

No of Universities Province Wise

Pakistan Market Size (GCSE)

o More than 1,356,000 students qualify the higher school examination every year against a 673,567 of Bachelor degree placements available in Pakistan (Public and Private – 2012-13)

o Approximately 50% students look up to alternative placements or study abroad opportunities

o A growth of 51% is also seen on the British GCSE qualifications in the last 3 years, the bulk of which seeks overseas placement

The Basic Education StructureThere are two types of schooling systems leading to higher secondary education. One

under the Ministry of Education and the other private which incorporates British GCSE O & ALevels and American Schooling. The difference being English as a medium of instruction in thelater.

PhD & Research

The Success Stories

oThriving Multinational Companies in PakistanoKey Employers of returning students & Scholarship Providers

Discipline Wise Overseas PhD ScholarsProceeded Abroad 2013-2014

HEC Administered Scholarships &Funding-1

PhysicalSciences

27%

Agriculture & Veterinary Sciences

17%

SocialSciences

16%

Engineering8%

Management Sciences

2%

Biological & Medical Sciences

30%

Detail of HEC Overseas Scholarships

PhD Scholarships PhD (jointly funded and

closed programmes)

Partial Support for PhD studies

Abroad

Split PhD Scholarships

International Research

Support Initiative Programme

(IRSIP)

Post-Doctoral Fellowship Programme

MS/Mphil/Masters Scholarships

350030002500200015001000500

0

350030002500200015001000500

0

Scholars who proceeded abroad Scholars who completed studies Scholars who completed studies in 2012-13

HEC Administered Scholarships &Funding-2

HEC Administered Scholarships &Funding-3

Challenges for UsOpportunities for You!!!

33

Subject Areas in Demand withFunding available from internal and

External Sources (PGT & PGR)

o Sustainable Energy Managemento Energy economics and Managemento Development Economicso Solar Energyo Renewable Energy Managemento Law, Oil and Gas Management.o Environmental Economicso Disaster Managemento Cyber Crimeso Internet Securityo Criminal Justiceo Human Rights o Poverty Reductiono Gender Studies

Country Brief-Sri Lanka

• Geographical location 7°00'N 81°00'E. Population 21,866,445

• Population density 323/km2.

• Per Year Change 1.04%

• GDP $217.445 billion

• GNP 194.1 billion

• Median Age 31.1 years

• Expectancy of Life 76.35 years

• GDP Growth rate 7.3%

• Per capita GDP $10,372.184

Sri Lanka – Economic Market Indicators

Sri Lanka – Economic Market Indicators

Sri Lanka – Future Vision 2020

Surely taking shape as reflected in Colombo’s new and emerging skyline..

Sri Lanka School Structure - Grading

High School Examination Progress Chart

Higher Education-Sri LankaAll HE is Under University Grant Commission (UGC)

o Provided by both State and Non State Sector

o State Sector – 15 National Universities, 2 Buddhist Universities and 19 affiliated institutes

o Provide undergraduate education free of charge

o 7 PG institutes affiliated to national universities offer courses on fee levying basis

o 9 other degree awarding institutions

o Sri Lanka Institute of Advanced Technological Education (SLIATE)

o 11 Advanced Technology Institutes & 6 Branches

o Offer Diploma and National Diploma

o Over 10,000 students at a given times

University Education in Sri Lanka

Annually about 25,000 students enter 15 National Universities

• All selections to the National Universities are done by the UGC

• Up to 5% of international students are allowed to state universities

• Annually about 5,000 students enter the Open University

• Annually about 15,000 students go overseas for Higher Studies

• About 3000-4000 students annually enter to non-sate Universities

• Minimum requirements to enter a National University is Pass in all 3 subjects

• Selections of students on merit (40%), District Basis (55%), special category (5%)

• There are no private Universities in Sri Lanka but non-state HEIs

Duration of Study Programmes in Universities

• Medical Degrees 5 Years +1 Year Internship

• Architecture Degrees 5 Years

• Engineering Degrees 4 Years

• Dental, Veterinary Science, Agriculture 4 Years

• Science and Arts - Special Degrees 4 Years

• Science and Arts - General Degrees 3 Years

•University of Colombo

•University of Peradeniya

•University of Sri Jayewardenepura

•University of Kelaniya

•University of Moratuwa

•University of Jaffna

•University of Ruhuna

•Open University of Sri Lanka

•Eastern University, Sri Lanka

•South Eastern University of Sri Lanka

•Rajarata University of Sri Lanka

•Sebaraganuwa University of Sri Lanka

•Wayamba University of Sri Lanka

•UVA Wellassa University

•University of Visual & Performing Arts

List of Universities in Sri Lanka

Recognition of Foreign Universities in

Sri Lanka

The following international publications can beused as authentic information on Universities andHigher Education Institutes in different countriesrecognized by UGC Sri Lanka

1) Commonwealth Universities Yearbook

(Published by Association of Commonwealth Universities)

2) International Handbook of Universities

(Published by Association of Universities)

Internationalization

o 100 Scholarship program

o Reciprocal action

o Study abroad programs

o Cost effective education in Sri Lanka

o Different exposure

o 52 TNEs

o Multiple success stories

o Research Opportunities in

many areas

44

Global Partners in Sri Lanka

South Asia Shifts from UK as a Key Market

2011-2014

South Asia – Key Stakeholders

Bangladesh Sri Lanka Pakistan

UK UK UK

USA USA Australia

Australia Australia Malaysia

Canada EU Canada

India Canada USA

China Malaysia EU

--- --- China

Future Growth Patters in Tertiary Enrollments

Between 2002 and 2009, China and India dominated global growth in tertiary enrolments,accounting for 26 million (44 per cent) of the overall increase of 55 million. In percentageterms, a number of South Asian countries of significant critical mass registeredexceptionally strong growth rates in tertiary enrolments over the same period: Brazil (+68per cent), Turkey (+74 per cent), Indonesia (+53 per cent), Nigeria (+68 per cent), Pakistan(+179 per cent), Malaysia (+41 per cent), Vietnam (+127 per cent), Saudi Arabia (+70 percent) and Bangladesh (+84 per cent).

Global Demographic Drivers

By 2020, just four countries – India, China, US and Indonesia – will account for over half ofthe world’s 18–22 population. A further quarter of the world’s 18–22 population in 2020will come from Pakistan, Nigeria, Brazil, Bangladesh, Ethiopia, Philippines, Mexico, Egyptand Vietnam. The 50+ shortlisted countries considered in this study are projected toaccount for over 80 per cent of the world’s 18–22 population in 2020

TNE Mobility Patterns

Source = Oxford Economics

Recruiting Beyond China & India Case Studies

o To diversify international studentpopulation, Several Universities in OHIOrecruited the largest number of first yearinternational students from the lesssought countries such as Pakistan &Vietnam to date.

o St Cloud university reported Nepal as theinstitutions largest source country with SriLanka as the 5th

Using Agents & Advisors An Argument?

“Critics argue that agents/advisors are often more interestedin making money than serving students or institutions. Theyalso say that the way many of them are paid, on a per-student commission basis, encourages unethical behavior.

Proponents say agents are cost-effective and can best assistforeign students because they speak the same language andunderstand the local culture. While there have beenexamples of abuses, due diligence by institutions, a broaderreliance on standards, track record and reference withdedicated training programs can curb bad behavior.”

o It is true that most international – recruitment dollars do not stretch farenough to find students who might meet a wide area of institutional goals

o Relying on an agency partner that has cultural and linguistic ties to a specificcountry to send them the students they need can add considerable breadthto their efforts

o Asian market place knows that anything can be negotiated for a price andthe buyer always needs to be aware. This marketplace therefore operateswith some lack of protection for both students and institutions seeking them

o The answer involves setting high professional standards and best practicestandards for agents and themselves

o One renowned Indian agent says: “American institutions should stop raising abogeyman over what is a resolved issue around the world. Good agents arehere to stay and deliver a good service. Look around at what othercountries have done to manage agents and adopt these sound practices.”

Using Agents & Advisors-The South Asian Perspective

Approaching The Market-Effective Tools

o Education Fairso Tabletop and Virtual

o Country Visitso Tailored Market Strategy or Market Campaign

o Agents and advisorso Appointing in country representatives with experience

and training

o Awareness Seminars

o TNE (Transnational Education)o Finding partners

o Exchange Links and joint programs

o Direct marketingo General advertising using print and electronic media

o Joint campaigns with local institutions

o Other activitieso Alumni

o Social Media

An Example of Bold Marketing

• South Asian students are usedto pick universities that arefamiliar due to regularbranding, advertising andmarket presence.

• Look at this example:This is a full page supplementcosting USD $7000

• Nationwide coverage shouldattract and help recruit at least20 students

• Another example is Universityof Windsor who have spentmore than $50,000 in the last5 years and they have now aregular intake of 40 to 50students from Pakistan.

Full P

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Finally The SWOT

Strengths:North America the wealthiest continentsCanada has an welcoming Immigration PolicyUSA land of Opportunities for:

Academics and careers growth Business enterprise.

USA has Financial Aid and Teaching AssistantshipsCanada and USA are Geographically large countries

Weakness:USA reluctant to “market” their Academic Institutions.Students Visa processing cumbersomeGestation Period from application to VisaAttacks on students in educational Institutions in USAToo much reliance on unregistered AgentsLack of Links with Local Academic InstitutionsLocal Embassy not very actively engaged in Education

Opportunities:Canada has Policy to encourage

inward mobility USA encourages overseas students Colleges/Universities in US and Canada highly reputedAcademic studies have Vocational/Research growth

Threats:Global action against Terrorism

Frequent changes in Visa Policy and proceduresContinued attacks on overseas students.Fraudulent admissions and institutionsIllegal immigrants

Questions & Answers

Glossary of References

o Education at a Glance (UNESCO Institute for Statistics (UIS), World Bank, UNAIDS)

o Education Statistics (www.moedu.gov.bd)

o HEC (www.hec.gov.pk)

o Higher Education in India at a Glance – 2010-11 (UGC)

o Higher Education to 2030 -VOLUME 2 – GLOBALISATION (COECD - entre for Educational Research and Innovation)

o Indian student mobility to selected European countries-an Overview by Shahana Mukherjee(Indian Institute of Management – Bangalore)

o PAKISTAN EDUCATION STATISTICS 2010-11 (NATIONAL EDUCATION MANAGEMENT INFORMATION SYSTEM, GOP)

o Private sector participation in Indian higher education (FICCI Higher Education Summit 2011)

o Statistical Yearbook of Bangladesh -2010 (www.bbs.gov.bd)

o UGC – Bangladesh (www.ugc.gov.bd)

o UGC – India (www.ugc.ac.in/)

o World Bank

o World Data on Education 2010-11 (UNESCO & IBE)

o higher education global trends and emerging opportunities to 2020 (BC)

o Trends in International Mobility

o South Asia – Best Entry and Recruitment Strategies for International Universities (AbhijeetZaveri)