marketing channel optimisation: achieving competitive advantage in higher education recruitment

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Marketing Channel Optimisation: Achieving competitive advantage in higher education recruitment

Fabian MarroneVP of Marketing

22 January 2014

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Lack of strategy and direction

Malaysia has stiff competition when it comes to the recruitment of international and domestic students — the brain drain

Legacy channels are harder to measure

Digital marketing — in-depth reporting, data and analysis

Big data, student profiling and behaviour mapping

Why marketing optimisation?

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9237 people responded

420 of whom were Malaysian

179 countries

184 nationalities

331 lines of enquiry

5 universities and 3 web assets

Survey framework

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Survey framework Demographics and study interests

Information sources and influences

Awareness and engagement

Communication preference and frequency

Final report can be split by:

- aggregated result (domestic, international and total cohort)

- region

- country and nationality

- other groupings (BRICS).

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Demographics

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48% of respondents have a household income of less than

$USD25k

72% of Malaysians

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14% access information about institutions on a mobile device 20% for Malaysians

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18% of international students are interested in distance

learning and 38% in part-time study

14% and 29% respectively for Malaysians

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MOOCs

Which country do you currently live in -

ResponseVery

interestedPhilippines 39.71%Indonesia 26.42%China (PRC) 25.26%Vietnam 19.09%India 14.02%Singapore 13.82%Malaysia 13.24%

Country/region % very interested Africa 18.11%Americas 25.50%Asia 17.48%Europe 17.56%Oceania 21.47%Total 19.03%

MOOCs Very interested Very interested 19.00%

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Information sources

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Web, email and online prospectuses and are the top three sources of information

Web, uni fairs and email communications

respectively for Malaysians

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Teaching quality, subjects available,

and academic reputation are the most important (top three)

factors when selecting a university

In comparison, tuition fees rank third for Malaysians

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Scholarships,teaching quality and

academic reputation are the most important (top three)

factors when choosing between two universities

Scholarships, academic reputation and tuition fees

rank in the top three for Malaysians

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Teaching quality is the most important (#1) factor when

selecting an institution

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Engagement and awareness

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43% are following you on social media

46% of Malaysians are following universities on

social media

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Almost half of Facebook users also use Google+

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Nearly three-quarters of all Chinese respondents are Sina Weibo users, but half also have

Facebook

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Twice as many people (17.29%) engage with social media

{events and fairs at 8.17%}

In Malaysia, it’s more equal at 55% and 54%

respectively

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Malaysians are more likely to communicate via social media

than the average

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India students have the highest use of social media

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Communication and frequency

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Throughout their ‘journey’, all students, including Malaysians, want institutions to get in touch via email at a weekly frequency

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Thank you