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  • Slide 1
  • The Global Marketplace for HE Warwicks position in the Global Marketplace Strategies for the Global Marketplace Questions Your ideas! Overview
  • Slide 2
  • The Global Marketplace Source: Vision 2020; Forecasting International Student Mobility
  • Slide 3
  • International Students in the UK (2003)
  • Slide 4
  • International Students in the UK (1998)
  • Slide 5
  • Increased competition from established global providers, i.e. USA, UK, Australia Emergence of new competitors, e.g. Singapore, UAE Capacity building in key target markets, e.g. China, Malaysia Growth of English-medium programmes, e.g. Germany Significant growth in Trans-national education Increased Competition
  • Slide 6
  • Immigration How welcoming is the UK? Affordability Employability of UK graduates overseas World University League Tables Increasing uncertainty Challenges for the UK
  • Slide 7
  • Warwick's Share of UK overseas student market 2002-3 to 2004-5
  • Slide 8
  • Warwick's Share of UK Market 10 leading domiciles 2004-2005
  • Slide 9
  • Market Share of Overseas Students in Russell Group Universities
  • Slide 10
  • Warwick in the global marketplace: International students by category
  • Slide 11
  • Warwick in the Global Marketplace: International Students by Category over time
  • Slide 12
  • Warwick in the global marketplace: International students by department
  • Slide 13
  • Warwick in the global marketplace: International students by country 2005/6
  • Slide 14
  • Warwick in the global marketplace: International students by country 2005/6 (minus China)
  • Slide 15
  • Warwick in the global marketplace: students by domicile 2002/3 2005/6
  • Slide 16
  • Warwick in the global marketplace: International students by country 2003/4 2005/6
  • Slide 17
  • -Generic promotion of UKHE is key element -Realise and address different expectations and knowledge base -Students likely to apply for several countries follow through rates may be lower Strategies for the global marketplace: (1) responding to global competition
  • Slide 18
  • Higher risk environment: -political and economic factors -terrorism and perceptions of safety / welcome -impact of both competitor country and UK government policies Implications: -diversify markets to spread risk -how accurately can we forecast ? Strategies for the global marketplace: (2) working in a high risk context
  • Slide 19
  • -Cant assume anything ! -Reputation lags reality, and is vulnerable -Acknowledge and work with cultural differences: - very status conscious (rankings, rankings ) - parents as main decision-makers - decision-making also based on second hand (often subjective) information importance of word of mouth Strategies for the global marketplace: (3) working with our reputation
  • Slide 20
  • Impact of our service standards in application process is magnified: -by distance, expectations, financial investment and cultural factors Need for: -speed of response -personal service (e.g. named contact, campus tours) -frequency of contact key (e.g. market- based mailings, conversion seminars) -Local representatives play key role Strategies for the global marketplace: (4) Implications for customer service
  • Slide 21
  • Representatives overseas Hong Kong Taiwan Korea China Malaysia Thailand Japan Caribbean Nigeria Kenya Syria USA Russia India Pakistan Sri Lanka Cyprus Turkey Jordan
  • Slide 22
  • -Long-term (commitment give as well as take) -Personal contact -Stability in personnel to build relationships -Understand and work with cultural differences in doing business - long memories if we get it wrong ! Strategies for the global marketplace: (5) Creating effective relationships
  • Slide 23
  • Awareness of cultural issues at all stages: -Sensitivity in marketing materials - Awareness of key issues (e.g. loss of face, status, ways of getting things done) - Commitment to on-campus provision (e.g. religious needs, cultural awareness training) Strategies for the global marketplace: (6) cultural considerations
  • Slide 24
  • Word of mouth referrals even more key overseas => student experience crucial Greater support needs: -English language provision -Pre-arrival (specific literature, receptions) -Orientation -Visa and immigration advice -Social programme/vacation provision Strategies for the global marketplace: (7) the student experience
  • Slide 25
  • The Global Marketplace for HE Increasing student mobility esp. China & India Greater competition and higher risk Warwicks Position in the Marketplace Good market share Numbers increasing overall, but. Future prospects more uncertain Strategies for the Global Marketplace UK brand Nurturing and protecting reputation High customer service standards Cultural understanding In Summary

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