The Global Marketplace for HE Warwick’s position in the Global
MarketplaceStrategies for the Global MarketplaceQuestionsYour ideas!
Overview
The Global MarketplaceGlobal Demand for International Student Places in HE in Main
English Speaking Destination Countries (000s)
0
500
1000
1500
2000
2500
3000
2003 2005 2010 2015 2020
Africa
Middle East
Asia
America
Europe
World
Source: Vision 2020; Forecasting International Student Mobility
International Students in the UK (2003)
0
5000
10000
15000
20000
25000
30000
35000
International Students in the UK (1998)
0
2000
4000
6000
8000
10000
12000
14000
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
Immigration – How welcoming is the UK? AffordabilityEmployability of UK graduates overseasWorld University League TablesIncreasing uncertainty
Challenges for the UK
Warwick's Share of UK overseas student market
2002-3 to 2004-5
0.00%0.50%1.00%1.50%2.00%2.50%
2002-2003 2003-2004 2004-2005
Postgraduate research Postgraduate taught
Undergraduate Total
0.00%1.00%2.00%
3.00%4.00%
Warwick's Share of UK Market 10 leading domiciles 2004-2005
Market Share of Overseas Students in Russell Group Universities
9%
8%
8%
7%
7%
7%
6%
6%6%
6%
5%
5%
4%
4%
4%4% 3% 2%
Leeds, The University of
Nottingham, The University of
London School of Economics and Political Science
Birmingham, The University of
Sheff ield, The University of
Oxford, The University of
Warw ick, The University of
London, University College
Cambridge, The University of
Imperial College of Science, Technology & Medicine
Edinburgh, The University of
Cardiff, University of Wales
New castle-upon-Tyne, The University of
Southampton, The University of
King's College London
Bristol, The University of
Liverpool, The University of
Glasgow , The University of
Warwick in the global marketplace: International students by category
PG - Research8%
PG - Taught39%
UG - 48%
Foundation5%
Warwick in the Global Marketplace: International Students by Category over
time
0
500
1000
1500
2000
2500
3000
3500
2001/2 2002/3 2003/4 2004/5 2005/6
UG - new
UG - all
PG - taught
PG - research
Total
Warwick in the global marketplace: International students by department
Comp Sci5%
Engineering26%
CELTE4%
Economics9%
WBS23%
Law7%
Politics4%
Statistics7%
Maths3%
Other12%
Warwick in the global marketplace: International students by country 2005/6
0
200
400
600
800
1000
1200
1400
Warwick in the global marketplace: International students by country 2005/6 (minus
China)
0
50
100
150
200
250
300
Warwick in the global marketplace: students by domicile 2002/3 – 2005/6
0
200
400
600
800
1000
1200
Total 0203 Total 0304 Total 0405 Total 0506
China
India
Hong Kong
Malaysia
Taiwan
Thailand
Japan
Kenya
Pakistan
Singapore
Korea
Vietnam
Nigeria
Warwick in the global marketplace: International students by country 2003/4 – 2005/6
0
50
100
150
200
250
300
Total 0304 Total 0405 Total 0506
India
Hong Kong
Malaysia
Taiwan
Thailand
Japan
Kenya
Pakistan
Singapore
Korea
Vietnam
Nigeria
- 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
• 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
- Can’t 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
• 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
Representatives overseas
• Hong Kong
• Taiwan
• Korea
• China
• Malaysia
• Thailand
• Japan
• Caribbean
• Nigeria
• Kenya
• Syria
• USA
• Russia
• India
• Pakistan
• Sri Lanka
• Cyprus
• Turkey
• Jordan
- 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
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
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
The Global Marketplace for HE Increasing student mobility esp. China & IndiaGreater competition and higher risk
Warwick’s Position in the MarketplaceGood market share Numbers increasing overall, but….Future prospects more uncertain
Strategies for the Global MarketplaceUK brand Nurturing and protecting reputation High customer service standardsCultural understanding
In Summary
