the i-graduate icef agent barometer 2013 - bccie...agents student mobility concerns/difficulties in...

Copyright © IGI Services 2013

The i-graduate ICEF Agent Barometer 2013

BCCIE Summer Seminar June 22 - 25, 2014 Vancouver, British Columbia Sarah Mines - Manager [email protected] 604-838-4042

mailto:[email protected]


The ICEF Agent Barometer is now in its 7th year.

Since the pilot study in 2007, we have collected valuable data from over 6,500 responses.

The 2013 study ran for 6 weeks during September and October.

1,194 responses were collected from 117 nationalities in this wave.

Online survey developed in partnership by i-graduate & ICEF.

The i-graduate ICEF Agent Barometer

Introduction


Profile of respondents

Placements

Destination countries: Year-on-year development

Placements: By programme and destination

Looking ahead: How many students do agents expect to place in the next 12 months?

Overall attractiveness of study destination

Overall attractiveness of destination countries: Perspective of Chinese, Indian, Brazilian, Russian and Turkish

agents

Student mobility concerns/difficulties in 2013

Effective marketing for institutions

Working with institutions: Main ingredients of a successful school/agent relationship

The i-graduate ICEF Agent Barometer

Content


Profile of respondents


Agent Profile

Base: 1194

117 Nationalities represented


Agent Profile

Base: 1187

How many years has your company been in operation?

How many offices does your organisation have in your country and

other countries?


How many student counsellors/advisory staff members work within your organisation?

Slide 8 Base: 1126

Agent Profile

Row Labels 0%

1-5 49%

6-10 23%

21+ 10%

11-15 9%

No other counsellors

5%

16-20 4%

Copyright © IGI Services 2013 Base: 764

What is your position / job in the company?

2%

13%

53%

16%

3%

13%

Admin Support

Director

Director/Owner

Manager

Migration Advisor/Consultant

Other

Student Counsellor/Advisor


Approximately how many institutions does your company represent?

Slide 10 Base: 1118

16

187

215

117

76 75 68

29 29

18 27

14

210

37

0

50

100

150

200

250

1 2 to 10 11 to 20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Don'tknow

Morethan 100

Prefernot to

say


Size of agents – Total placements

N.B. The agents that either indicated no placements or who skipped this question have not been included in the above chart

Slide 11 Base: 995

The majority of agents are placing between 51 and 200 students annually.

7% 7%

6% 6% 5%

20% 19%

8%

5% 4%

7%

4%

2%

0%

5%

10%

15%

20%

25%


Base: 782

Do you have contracts in place with the institutions you work with?

73%

21%

4%

2%

Yes, always

Yes, sometimes

No

Don't Know


Which accreditations or industry qualifications/training certifications does your agency or some of your staff hold?

Base: 592

Copyright © IGI Services 2013 Base: 1124

General services

free or for a fee?

18%

48%

68% 76%

92% 95%

10%

47% 12%

4%

4% 2%

73%

6%

20% 20%

4% 3%

%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Educationexhibitions

(n=790)

Promotionalmaterials(n=820)

Interviews(n=813)

Visaprocessing/Immigration

advice (n=835)

Careercounselling

(n=798)

Local jobplacement

(n=730)

We don't provide this service

For a charge

Free of charge


Placements


Base: 1042

For which programmes do you recruit students?

7.5%

17.7%

26.1%

36.0%

39.1%

46.6%

50.1%

64.4%

67.1%

71.1%

.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

Work & Travel Programmes

MBA Programmes

Work & Study Programmes

Vocational Diploma/Further Education

Secondary and High School

University: Foundation

University: Distance education/Online learning

University: Graduate/Postgraduate

University: Undergraduate

Language Courses


Placements by type of study

2013 2012 2011 2010 2009

Total 328,877 237,734 210,615 239,915 318,954

Schools 26,523 12,500 11,056 17,554 11,897

Vocational Education 15,978 15,646 12,346 14,782 16,701

Foundation 11,189 12,489 7,084 8,627 48,904

Undergraduate 31,575 33,347 20,073 27,643 21,129

Graduate/Postgraduate 35,879 31,895 19,005 25,228 24,781

MBA Programmes 21,835 8,031 5,721 8,757 8,262

Work & Travel 1,006 19,296 24,354 25,688 37,172

Language Courses 161,402 104,530 No data No data No data

Distance education/Online learning 12,780 No data No data No data No data

Work & Study Programmes 10,710 No data No data No data No data


How large is the share of clients in your agency interested in distance education/online learning?

8%

11%

11%

25%

45%

% 20% 40% 60%

20%-30%

>30%

10%-20%

5%-10%

0%-5%

21%

26%

40%

63%

71%

% 20% 40% 60% 80%

Foundation Degrees

Postgraduate researchdegrees (PhD, DPhil)

Undergraduate degrees(BA,BSc, etc.)

Postgraduate taughtdegrees (MA, MSc.)

MBA's

Which degree levels are most interesting for distance education/online learning

in your agency?

n=64 n=62

A Closer look at Online Learning


Which subject areas are most interesting for distance education/online learning in your agency?

10%

10%

21%

23%

34%

37%

39%

42%

90%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Natural Sciences

Other

Medicine/Healthcare

Engineering

Social Sciences

Computer Sciences

Media-related studies

Hospitality/Tourism

Business-related studies

n=62


Which study destinations is best for the following programme levels?

Distance learning/online learning (n=229)

USA

United Kingdom

Australia

Canada

India

Spain


How large is the share of clients in your agency interested in work &

study programmes?

% 5% 10% 15% 20% 25%

0%-5%

10%-20%

30%-50%

5%-10%

20%-30%

>50%

Base: 227

17%

22%

34%

46%

52%

% 10% 20% 30% 40% 50% 60%

Postgraduate researchdegrees (PhD, DPhil)

Foundation Degrees

Undergraduate degrees(BA,BSc, etc.)

Postgraduate taughtdegrees (MA, MSc.)

MBA's

Which degree levels are most interesting for distance work &

study programmes in your agency?

Base: 201

A Closer look at Work and Study


Which sectors are most interesting for distance work & study programmes in your agency?

Base: 226

8%

11%

11%

14%

14%

17%

19%

21%

25%

30%

31%

34%

36%

42%

73%

77%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

General Production

Facilities and Infrastructure

Aviation

Energy

Automotive

Logisitics

High Tech

Trade and Retail

Events and Fairs

Software Industry

Healthcare

Service Industry

Financial Services

Hospitality

Tourism



Work and Study Programmes (n=439)

Canada

Australia

USA

United Kingdom

Ireland

New Zealand


Destination countries Year-on-year development


In which countries do you place students for Secondary and High School?

Top 10


In which countries do you place students for Language courses?

Top 10


In which countries do you place students for Vocational Diploma/Further Education?

Top 10


In which countries do you place students for University: Undergraduate?

Top 10


Placements By programme and destination



Language courses (n=703)

United Kingdom

Australia

Canada

USA

Germany

Ireland

% of Total

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Rank 2009

United Kingdom 44% 1 1 1 1 1

Australia 18% 2 2 2 3 2

Canada 13% 3 3 4 4 4

USA 11% 4 4 3 2 3

Germany 4% 5 5 6 7 5

New Zealand 1% 8 5 5 5 9



Secondary and High School (n=567)

United Kingdom

USA

Canada

Australia

New Zealand

France

% of Total

Rank Rank Rank 2011

Rank 2010

Rank 2009 2013 2012


USA 26% 2 2 2 2 2

Canada 24% 3 3 3 3 3

Australia 12% 4 4 4 4 4




Vocational diploma/Further education (n=537)

Australia

Canada

United Kingdom

USA

New Zealand

Malaysia

% of Total

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Rank 2009

Australia 36% 1 1 1 1 2

Canada 21% 2 3 3 4 4


USA 10% 4 4 4 3 3




University: Undergraduate (n=654)

USA

United Kingdom

Australia

Canada

Germany

New Zealand

% of Total

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Rank 2009

USA 28% 1 1 1 1 1


Australia 19% 3 4 3 4 3

Canada 19% 4 3 4 3 4



University: Graduate/Postgraduate (n=655)

USA

United Kingdom

Australia

Canada

Germany

New Zealand

% of Total

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Rank 2009

USA 30% 1 1 1 1 1


Australia 19% 3 4 4 3 3

Canada 17% 4 3 3 4 4



University: MBA (606)

USA

United Kingdom

Australia

Canada

Germany

Switzerland

% of Total

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Rank 2009

Rank 2008

USA 41% 1 1 1 1 1 1

United Kingdom 31% 2 2 2 2 2 2

Australia 11% 3 4 3 3 3 3

Canada 8% 4 3 4 4 4 4


Looking ahead: How many students do agents expect to place in the next 12 months?


Approximately how many students do you expect to place overall in the next 12 month?

45%

50%

50%

50%

51%

56%

56%

58%

61%

61%

61%

61%

61%

61%

62%

69%

71%

73%

76%

81%

44%

43%

42%

41%

39%

33%

40%

33%

31%

31%

29%

23%

28%

30%

32%

26%

23%

19%

15%

15%

10%

7%

8%

9%

10%

11%

4%

9%

8%

8%

10%

16%

11%

9%

5%

6%

6%

8%

9%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan (n=153)

Italy (n=277)

Thailand (n=62)

China (n=214)

Russia (n=152)

UAE (n=106)

France (n=353)

Switzerland (n=279)

New Zealand (n=432)

Spain (n=305)

India (n=135)

Malaysia (n=171)

South Korea (n=85)

Singapore (n=178)

Germany (n=397)

Ireland (n=415)

Australia (n=590)

Canada (n=638)

United Kingdom (n=669)

USA (n=646)

More than the last 12 months The same Less than the last 12 months


Approximately how many students do you expect to place overall in the next 12 month? TRADITIONAL MARKETS

81%

76%

61%

73%

71%

15%

15%

31%

19%

23%

4%

9%

8%

8%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

USA (n=646)


New Zealand (n=432)

Canada (n=638)

Australia (n=590)



Approximately how many students do you expect to place overall in the next 12 month? EMERGING MARKETS

45%

50%

61%

61%

61%

61%

44%

41%

29%

23%

28%

30%

10%

9%

10%

16%

11%

9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan (n=153)

China (n=214)

India (n=135)

Malaysia (n=171)

South Korea (n=85)

Singapore (n=178)



In the next coming 12 months do you expect to send more/less/the same?

78%

76%

77%

78%

81%

81%

78%

79%

77%

82%

18%

22%

18%

19%

16%

16%

19%

15%

14%

16%

3%

2%

5%

3%

3%

3%

4%

5%

8%

2%

0% 20% 40% 60% 80% 100%

Work & Study Programmes (n=264)

Work & Travel Programmes (n=71)

MBA Programmes (n=183)

University: Distance education/Onlinelearning (n=507)

University: Graduate/Postgraduate (n=651)

University: Undergraduate (n=681)

University: Foundation (n=475)

Vocational Diploma/Further Education(n=365)


Language Courses (n=727)

More

The same

Less


Attractiveness of study destinations


Drivers of study location choice


Overall attractiveness of Study Destinations in 2013

Note: Excludes respondents that indicated they ‘Do not know’ Traditional markets remain top of ‘attractive’ list

5%

5%

6%

8%

8%

9%

9%

12%

13%

16%

18%

21%

22%

24%

28%

33%

53%

63%

64%

73%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Russia (n=429)

Thailand (n=378)

South Korea (n=379)

India (n=451)

UAE (n=389)

Malaysia (n=446)

China (n=474)

Singapore (n=462)

Japan (n=435)

Italy (n=499)

France (n=547)

Spain (n=505)

Ireland (n=586)

Switzerland (n=526)

Germany (n=587)

New Zealand (n=634)

Australia (n=748)


Canada (n=753)

USA (n=735)

Very attractive

Attractive

Unattractive

Very unattractive


Year-on-Year: Traditional markets

29% 28%

33% 37%

32% 33%

49% 42%

40% 47% 48%

53%

49% 48%

52% 59%

64% 64%

71% 72%

69% 63% 64% 63%

68% 73%

70% 72% 73% 73%

57% 53%

52% 46%

54% 54%

42% 44%

46% 41%

43% 37%

42% 42%

37% 34%

28% 29%

23% 21%

24% 27%

29% 28%

25% 17%

22% 23%

20% 20%

10% 13%

10% 13%

10% 10%

5% 10% 10%

9% 6%

5%

7% 6%

4% 3% 3% 3%

2% 1% 2%

5% 3%

4%

3% 3%

1% 1%

2% 2%

5% 5% 5% 4% 4% 4%

4% 5% 5% 4% 3%

5%

3% 5%

6% 5% 5% 4%

5% 6% 5% 5% 4%

5%

4% 7% 6%

3% 5% 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

New Zealand '08New Zealand '09New Zealand '10New Zealand '11New Zealand '12New Zealand '13

Australia '08Australia '09Australia '10Australia '11Australia '12Australia '13

Canada '08Canada '09Canada '10Canada '11Canada '12Canada '13

UK '08UK '09UK '10UK '11UK '12UK '13

USA '08USA '09USA '10USA '11USA '12USA '13

Very attractive Attractive Unattractive Very unattractive


Year-on-Year: Emerging markets

15%

12%

11%

12%

13%

10%

10%

9%

9%

11%

9%

12%

10%

9%

8%

11%

12%

6%

3%

3%

3%

2%

5%

51%

46%

51%

45%

45%

34%

26%

35%

35%

35%

38%

45%

38%

46%

46%

42%

47%

17%

21%

23%

19%

23%

18%

27%

32%

30%

35%

34%

35%

45%

39%

35%

35%

37%

26%

33%

29%

27%

31%

28%

47%

50%

46%

50%

48%

51%

7%

10%

8%

9%

9%

22%

19%

18%

21%

19%

16%

17%

19%

16%

19%

16%

13%

30%

26%

27%

28%

26%

25%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan '09

Japan '10

Japan '11

Japan '12

Japan '13

Malaysia '08

Malaysia '09

Malaysia '10

Malaysia '11

Malaysia '12

Malaysia '13

Singapore '08

Singapore '09

Singapore '10

Singapore '11

Singapore '12

Singapore '13

Thailand '08

Thailand '09

Thailand '10

Thailand '11

Thailand'12

Thailand '13

Very attractive Attractive Unattractive Very unattractive



Table shows the mean scores calculated from a 4 point scale

(4=very attractive, 1= very unattractive)

Africa Asia Europe Latin America

Study Destination Average Base Average Base Average Base Average Base

Australia 3.55 119 3.40 367 3.26 174 3.29 55

Canada 3.70 118 3.42 349 3.51 183 3.81 63

China 2.64 78 2.55 198 2.71 136 2.58 43

France 3.22 97 2.81 227 3.06 163 2.79 39

Germany 3.14 96 3.06 257 3.30 164 3.13 46

India 2.06 72 2.16 194 2.03 124 2.48 46

Ireland 3.25 102 2.81 242 3.13 168 3.04 49

Italy 3.13 94 2.69 200 2.98 144 2.66 38

Malaysia 1.89 62 2.60 214 1.99 105 2.90 50

New Zealand 3.29 103 3.19 301 2.98 155 3.02 48

Russia 2.07 72 2.40 176 2.32 117 2.76 46

Singapore 2.03 64 2.79 243 2.49 105 2.34 35

Spain 3.11 93 2.65 198 3.12 153 2.79 38

Switzerland 2.97 92 2.83 222 3.10 145 3.09 44

Thailand 1.92 65 2.01 167 2.06 99 2.23 35

UAE 2.09 57 2.23 171 2.18 100 2.92 49

United Kingdom 3.73 115 3.29 340 3.73 179 3.58 64

USA 3.73 115 3.49 338 3.74 180 3.73 63

Japan 2.59 78 2.65 190 2.55 123 2.54 28

South Korea 1.94 64 2.26 170 1.99 96 2.18 34



Table shows the mean scores calculated from a 4 point scale

(4=very attractive, 1= very unattractive)

EU Average EU BASE Non-EU Average

Non-EU base

Australia 3.49 99 3.37 650

Canada 3.46 103 3.54 651

China 2.78 78 2.61 397

France 3.13 86 2.95 462

Germany 3.33 83 3.13 505

India 2.19 62 2.14 390

Ireland 3.21 94 2.98 493

Italy 3.01 73 2.86 427

Malaysia 2.09 53 2.43 394

New Zealand 3.16 88 3.15 547

Russia 2.31 71 2.37 359

Singapore 2.45 56 2.60 407

Spain 3.19 77 2.87 429

Switzerland 2.88 66 2.99 461

Thailand 2.04 47 2.04 332

UAE 2.02 44 2.32 346

United Kingdom 3.67 99 3.47 638

USA 3.77 98 3.60 638

Japan 2.66 62 2.61 374

South Korea 1.98 50 2.16 330


Overall attractiveness of destination countries The perspective of Chinese, Indian, Brazilian, Russian and Turkish agents



Note: Excludes respondents that indicated they ‘Do not know’

Chinese Agents




Indian Agents




Brazilian Agents




Russian Agents




Turkish Agents


Student mobility concerns/difficulties in 2013


Main concerns/questions/complaints

students and parents have:

81.2%

52.1%

35.7%

30.8% 30.8%

16.3%

12.2%

7.2%

1.5% 3.6%

29.0%

53.7%

34.1%

21.3%

56.8%

35.5% 32.7%

1.9%

Difficulty with visa Financialdifficulties (Fees,

Cost of living)

Difficulty withaccommodation

Difficulty withlanguage

Personal safety Culturaldifficulties

Difficulty with thecourse

Difficulty withteaching staff

Other

Before After

n=817


Student mobility concerns year-on-year 2009-2013:

78%

43%

34%

27%

7% 7%

1%

12% 10%

55%

71%

37% 36%

23%

8% 5%

2%

67%

45%

36%

21%

10% 9% 6%

55%

48%

54%

21%

11%

5% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Study Visa Financial GlobalEconomicSituation

Work visa Accreditation Other Insurance Global PoliticalSituation

Safety

2013

2012

2011

2012

2009


In which countries did you encounter concerns/difficulties with visa regulations?

.2%

.2%

.7%

1.2%

1.4%

1.9%

2.1%

2.1%

2.1%

2.9%

3.1%

3.3%

5.0%

6.9%

7.4%

11.0%

28.2%

42.5%

48.2%

54.4%

.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

India (1)

Thailand (1)

Russia (3)

Singapore (5)

South Korea (6)

Japan (8)

China (9)

Switzerland (9)

Other (9)

Malaysia (12)

Spain (13)

Italy (14)

France (21)

Ireland (29)

Germany (31)

New Zealand (46)

USA (118)

Australia (178)

Canada (202)

United Kingdom (228)


In which countries did you encounter these concerns/difficulties?

Financial concerns

n=76

Please note: Low base number



Global economic situation

n=56




Safety

n=22



Effective marketing for institutions


What time of the year do you traditionally place the most students in?

39%

26%

28%

43%

45%

23%

51%

5%

3%

7%

26%

13%

26%

4%

10%

15%

3%

9%

8%

11%

25%

41%

49%

58%

10%

26%

28%

13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Work and study programmes (n=18)

Work and travel programmes (n=204)

University: Distance education/online learning (n=39)

University(Foundation/Undergraduate/Postgraduate/MBA)

(n=104)

Vocational Diploma/Further Education (n=30)


Language Courses (n=808)

All year round

Autumn

Spring

Summer

Winter

I don't place


Effective marketing for institutions:

43.5%

37.6%

48.6%

15.3%

29.8%

30.9%

45.9%

50.1%

34.8%

79.1%

62.5%

62.2%

0% 20% 40% 60% 80% 100%

Regular visits to education institution by you or your staff(n=763)

Agent training workshops organised in the destination country(n=755)

Agent training courses via the internet (n=730)

Quick response times to enquiries and applications (n=757)

Agent manual with fees and information (n=752)

Regular communication updates (n=753)

SERVICES

Very unimportant

Unimportant

Important

Very important



37.6%

48.6%

34.2%

39.0%

47.3%

35.1%

31.8%

25.0%

23.0%

35.0%

0% 20% 40% 60% 80% 100%

A local representative office to provide support to your recruitmentactivities (n=744)

Regular visits to your office/s by representatives (n=749)

Marketing and Recruitment staff who speak the local language(n=729)

Authority from institution for you to sign letters of offer (n=688)

Student leads provided to you by institutions (n=692)

PEOPLE/STAFF

Very unimportant

Unimportant

Important

Very important



38.2%

43.5%

33.8%

51.0%

42.5%

56.5%

0% 20% 40% 60% 80% 100%

Having guaranteed entry to specific educationinstitution programmes (n=719)

Making packaged offers which include Englishlanguage plus institution entry (n=715)

Financial support schemes, includingscholarship/bursary schemes (n=718)

PACKAGES AND OFFERS

Very unimportant

Unimportant

Important

Very important



Promotional materials and campaigns

Table shows the mean scores calculated from a 4 point scale (4=very important, 1= very unimportant)


Marketing communication

What kind of marketing communication do you use to reach out to clients?

Base = 802 Did not use Reach out to

students Reach out to

parents Market a

programme

Communicate with your

educator partners

Expect your partner educators

to supply

Application process for a programme

Facebook 9% 71% 31% 47% 21% 8% 10%

Linkedin 32% 20% 17% 17% 29% 5% 7%

Twitter 37% 34% 15% 22% 9% 3% 4%

Youtube 32% 34% 16% 25% 8% 4% 8%

Other social media 35% 31% 14% 21% 11% 7% 6%

Facebook is the most popular channel of communication – particularly to reach out to students, whereas Linkedin is more used to communicate with education partners.



Ranking – TOP 10

Top 10

SERVICES Quick response times to enquiries and applications 3.69 1

SERVICES Regular communication updates 3.50 2

SERVICES Agent manual with fees and information 3.49 3

PACKAGES AND OFFERS Financial support schemes, including scholarship/bursary schemes 3.41 4

PACKAGES AND OFFERS Having guaranteed entry to specific education institution

programmes 3.34 5

SERVICES Agent training workshops organised in the destination country 3.33 6

PROMOTIONAL MATERIALS AND CAMPAIGNS

Individual institution brochures 3.31 7

SERVICES Regular visits to education institution by you or your staff 3.31 8

PACKAGES AND OFFERS Making packaged offers which include English language plus

institution entry 3.23 9

PROMOTIONAL MATERIALS AND CAMPAIGNS

Participation in education exhibitions in your country 3.21 10

Table shows the mean scores calculated from a 4 point scale (4=very important, 1= very unimportant)


Questions?

the i-graduate icef agent barometer 2013 - bccie...agents student mobility concerns/difficulties in...

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