By : Abhijit Zaveri Managing Director

Career Mosaic Pvt Ltd ( An AIRC Certified Company )

South Asia – Best Entry and Recruitment Strategies for International Universities

Focus points: Recruitment strategies for International Universities entering the South Asian Market: India Sri Lanka Nepal Thailand Vietnam Bangladesh

Discussion: Country dynamics Students’ interests Agent Networks Setting Goals Do’s and Don’ts

Which are the top 20 countries for International students? Source: UNESCO Institute for Statistics, July 2014

Destination country Total number of students

US 740482

UK 427686

France 271399

Australia 249588

Germany 206986

Russia 173627

Japan 150617

Canada 120960

China 88979

Italy 77732

South Africa 70428

Malaysia 63625

South Korea 59472

Austria 58056

Netherlands 57509

Spain 55759

United Arab Emirates 54162

Singapore 52959

Egypt 49011

Saudi Arabia 46566

Top 20 Places of Origin for International Students : 2012/13 IIE China India South Korea Saudi Arabia Canada Taiwan Japan Vietnam Mexico Turkey

Brazil Germany UK Nepal Iran France Hong Kong Indonesia Nigeria Thailand

Distribution of International students in higher education, by region of origin, chart by OECD

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)

Canada Source : .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 2012/13 – 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.

UK changes from Asia

UK The British government released a major strategy for the UK’s international

education sector last month – International Education: Global Growth and Prosperity – sets out an ambitious plan to boost the country’s international education sector.

UK strategy sets out plans for an expanded effort to support broadly based partnerships in key markets, particularly in “eight priority countries and one region”: China, India, Brazil, Saudi Arabia, Colombia, Turkey, Mexico, Indonesia, and the Gulf.

This will include expanded scholarship and student exchange programmes, increased support for education within the UK’s international development initiatives, and “enhanced bilateral knowledge and innovation partnerships” such as the UK-India Education and Research Initiative (UKIERI)

Australia International education remains Australia’s third-largest export sector and the

only non-resource sector in the top five. International education activity contributed an estimated AUS$15 billion to Australia’s economy in 2013 – a 3.8% increase over 2012 but still shy of the previous high of AUS$16.1 billion in 2010.

In line with this strengthening economic impact, Australia reversed a three-year enrolment decline in 2013, registering a modest increase of 2.6% in total international student numbers and a much more noticeable bounce (9.3%) in student commencements for the year.

China and India are the big drivers in higher education enrolment, representing 38.4% and 9% of total student numbers in the sector respectively. When it comes to VET enrolment, the top countries are India (18.6%), China (9.9%), South Korea (7.8%), and Thailand (7%).

Australia Five source countries accounted for 52.7% of Australia’s international enrolment across all sectors.

Australia

Homework & Research Market Size & Type Setting realistic goals & budgeting Fellow University experience Education Fairs Student Recruitment Agencies Alumni connection Education USA Offices, British Council... 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, British Council, AAERI ) Agencies that specialize in a particular country. Allocate Agents – region wise, use their network &

expertise Inviting agencies to visit the campus / FAM Tours Outsourcing activities, Logistics, Shipping and

Advertisements/ Promotions

INDIA Big Market , 2nd to China. US F1 Visa Approx: 23500 (2012/13 ) 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 >> Canada – SPP , and Now Universities

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 will produce 40% of global graduates. • By 2030, the number of Indian of College-Age is estimated to be 400 million. • Quality conscious market

• 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 •AUS / UK have established pathway programs

• Canada is a fairly new choice for studies abroad •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 with international education.

• Stiff competition from other countries • Colombo is the only airport • Travel time between cities of interest

Nepal US - F1 Approximately 1100 (2012/13 ) 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 preferred •Lack of AIRC certified Agencies

• 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 (2012/13 )

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 Agents

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 certified Agents. • Students tend to go by referrals instead of personal research • Schools with low tuition & living cost are preferred

• International Educational Exchange’s (IIE) 2012 Open Doors report, Vietnam ranked 5th in international under grad enrolment and 3rd in international enrolment at US Community Colleges. 2)

• Students transfer out after finishing ESL • Cheaper Schools

Thailand Ranks 15th for international admissions to USA F1 Approximately 4000 (2012/13 ) 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 preferred destinations 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 is usually the choice

•Students tend to go by referrals instead of personal research • Study concentrated to few courses •Lack of AIRC certified Agencies

• 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

• Lately China is the top choice for Thai Students.

Bangladesh USA is a popular choice. F1 Approximately 1300 (2012/13 ) Poor domestic Higher 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 AIRC certified Agencies • Finance availability and source can be questionable

• According to University World News : By 2015 Bangladesh will be in the Top 10 countries for sending students for higher education.

• Students tend to transfer out to cheaper universities

Thank You

Abhijit Zaveri

Managing Director

Career Mosaic Pvt Ltd.

Student Recruitment Agency for South Asia, Middle East & Africa