russian association of international education how to work with agents to maximise your recruitment...
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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