overview of our presentation - aiecaiec.idp.com/uploads/pdf/govan_fri_1140_m2.pdf · channel? are...

Australian International Education Conference 2008

www.aiec.idp.com 1

Cassie Govan, PhD

Marc L’Huillier

October 2008

“IT’S ALL ABOUT THE

EXPERIENCE.”

INTERNATIONAL STUDENTS’

PERSPECTIVES ON UNI LIFE.

October 2008AIEC 2008 Conference

Overview of our presentation

� The research we conducted

� The results we found

� How the results can help inform strategies for improving students’ experiences


www.aiec.idp.com 2

ABOUT THE RESEARCH


About the research

� A three stage research project consisting of…

• Four focus groups (students)

• Eight interviews (uni

marketing/corporate HR)

Qualitative

� This presentation will also draw on some qualitative insights from research we have done for IDP

Quantitative Qualitative

• 5407 online surveys

• (561 international)

• Six focus groups (students)


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Why we did the research

� Growing emphasis on the education sector

� More “marketing” of education options

� Our feeling that formal ranking criteria don’t really tap into the student experience

� To gain insight into what drives student satisfaction

The survey

� Online survey of 5408 students in Australian universities…

904847Local student

10561International student

341838> 25

311757Male

693651Female

271461< 21

39210921 – 25

138Other

3188Doctorate (Coursework/Research)

10562Master (Coursework/Research)

5262Certificate/Diploma

9487Bachelor (Hons)

723868Bachelor

6324ACT/TAS/NT

10541WA

8432SA

17919QLD

281513VIC

291567NSW

52895th year & above

126274th year student

2815243rd year student

2915842nd year student

2613821st year student

%#


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SOME OVERALL ATTITUDES ABOUT UNIVERSITY

Some differences: local and international

ACADEMIC QUALIFICATIONS/SKILLS

567371Quality of Aust Uni degree as good as anywhere in the world

556362Quality of education/lecturers for my degree/course is as good as other Aust Unis

OTHER

657473Feel proud to be a student of my uni

716364If needed help, counselling or support, I’d know who to ask/where to go

SOCIAL/ACTIVITIES

453435Find it easy to get involved in uni activities

435251When I come to campus, I feel like “I belong”

455352Just come to campus for classes then leave

667574Enjoying time at uni

International

(561)

%

Local

(4845)

%

Total

(5408)

%


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Social:

� International students are spending time on campus and can get involved in uni activities…

� BUT, international students feel less like they belong

in campus life and enjoy their time less than local students

� There is also less “pride” in the university from the international students compared to the local students



Academic:

� The quality of Australian universities rated as lower by the international students than the local students

� International students also less likely to think their uni

is as good as other Australian Universities


www.aiec.idp.com 6


Information gathering when choosing a uni

International

(561)

%

INFORMATION

412527Advice of parents

362829Quality of open days

623033Presence at higher education fairs

543033Quality of marketing materials

613639Advice of teachers/guidance counsellors

634949Recommendations from past students

Local

(4845)

%

Total

(5804)

%


Information gathering when choosing a uni

� “Recommendations from past students” is important for international students…

• perhaps surprisingly, this is higher than local

students

• but, are universities making the most of this

channel? Are they producing satisfied students who

will give good word-of-mouth recommendations?

� Marketing materials, education fairs,

teachers/parents’ advice and open days all very important for international students

• But universities can forget the importance of social

factors…


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Social factors when choosing a uni

SOCIAL

482023Alumni program

331921Other friends going there

201213Family members studied there

683841Good social/campus life

633336Mix of student types

International

(561)

%

Local

(4845)

%

Total

(5,408)

%


Social factors when choosing a uni

� Social factors are more important in university choice for international students than for local students

� international students are seeking an environment that will satisfy their social needs by offering…

• mix of student types

• good social life

• familiarity from friends/family

• alumni program

� Subsequent parts of this presentation will examine whether their needs are being met


www.aiec.idp.com 8

THE SOCIAL SIDE OF UNIVERSITY


Organised social activities

� International students have many options for social activities

� But activities often centred around other international students (at best) or their own cultural background (at worst)

� Why do we say “at worst”?

• Because this isn’t the type of social life they actually

want…

“I didn’t come to Australia

to only hang out with

other Chinese students.”


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Organised social activities…but no immersion

� International students have social options, can make friends and spend time on campus…

• But feel less like they belong and report enjoying

their time at uni less than local students

• Despite the organised activities, they don’t feel part

of the broader uni community

� International students are craving immersion in Australian university life

� Their existing cultural groups have been transplanted onto an Australian uni campus…

• but to them it feels very “separate”


On the outside, looking in

� International students often feel like they are “on the outside, looking in”

� Local students assume they want to stay in their groups; international students can be shy about approaching local students...

• this perpetuates the cycle


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On the outside, looking in

� For local students, a university with a good “social/campus life” means that there is greater ease of getting involved in the social life of the campus.

� But for international students, a university with a good “social/campus life” actually makes uni seem more intimidating for them

• Because it accentuates the fact that they’re not a

part of that life

SOCIALISING AND UNI SATISFACTION:

WHAT’S THE RELATIONSHIP?


www.aiec.idp.com 11


Satisfaction

� “Taking everything into account that you think is important, how satisfied or dissatisfied are you with your uni”

1 2 3 4 5Satisfied Dissatisfied

International students

Local students

Significantly different

p=0.001


But, “socialising” isn’t important is it?

� Yes, it actually drives overall satisfaction with university

� This translates to recommendations, higher satisfaction, greater likelihood of meeting expectations…

• This is not the “light and fluffy” side of university

� At an overall level, the social side of university is the key driver of overall uni satisfaction…

• but this relationship is even stronger for

international students than local students

� This pattern also exists for propensity to recommend the university to their friends


www.aiec.idp.com 12


Expectations are crushed

� “Has your university experience been…”

1 2 3 4 5Much

better

than

expected

Much

worse

than

expectedInternational students

Local students

Significantly different

p=0.001


Expectations are crushed

� As we saw earlier, international students are seeking a university that can enhance their social experiences

� However, these needs are not being met

• thus, uni overall does not live up to their

expectations

• they do not compartmentalise “academic” and

“social” – it is felt as one experience


www.aiec.idp.com 13

SO, WHAT TO DO?


So what can universities/others do?

� General social interactions – with local and international students (e.g. start at the on-campus colleges)

• Look for ways to “immerse”

“I don’t know anything

about life in Australia. I

don’t know anyone in

Australia, let alone in

Melbourne.”


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� Don’t ignore the power of the “experience” –students want more than just a piece of paper

• Explore social activities that appeal to your

students

“The first week to now was a bit of a

rollercoaster ride. It was different to what I

expected. The feeling of isolation was the

greatest problem… then that made me

homesick.”



� Don’t assume international students’ clubs and societies are the only interactions international students want

• They are an important part of campus life, but

don’t think that you’ve provided the only form

of socialising they are after

“I have Indian

friends, but it’s

hard to meet

Australians.”


www.aiec.idp.com 15

Cassie Govan, PhD

Marc L’Huillier

October 2008THANK YOU

overview of our presentation - aiecaiec.idp.com/uploads/pdf/govan_fri_1140_m2.pdf · channel? are...

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