marketing channel optimisation: achieving competitive advantage in higher education recruitment
DESCRIPTION
Based on survey responses from over 9000 students globally, the findings will allow institutions to optimise their marketing channels in a bid to enhance attraction and engagement efforts, while surpassing competitive markets in the recruitment of international and domestic students. Download the report @ http://goo.gl/3DT34KTRANSCRIPT
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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
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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