MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director

Agenda IDP Education Global industry trends International student buyer behaviour Key success factors in international student recruitment

IDP Education

IDP places students in English speaking destinations United Kingdom IDP Office Locations Australia Azerbaijan Bahrain Bangladesh Cambodia China Egypt Germany Hong Kong Jordan India Indonesia Korea (South) Kuwait Libya Malaysia Mauritius New Caledonia Oman Philippines Saudi Arabia Singapore Sri Lanka Taiwan Thailand Turkey United Arab Emirates Vietnam Canada North Asia USA Middle East South East Asia South Asia Australasia Australia COUNTRY Destination Australia New Zealand USA Canada United Kingdom SOURCE REGIONS Australasia South East Asia North Asia South Asia Middle East New Zealand

IELTS runs English language tests globally IDP IELTS Locations Australia Argentina Bangladesh Cambodia Canada Colombia Fiji Hong Kong India Indonesia Iran Kazakhstan Kenya Korea Kuwait Laos Libya Malaysia Mauritius Mexico Nepal Netherlands New Caledonia New Zealand Oman Pakistan Papua New Guinea Philippines Qatar Russia Singapore Solomon Islands South Africa Sri Lanka Taiwan Thailand Timor Leste Tonga Ukraine United Arab Emirates United States of America Vanuatu Vietnam

Market trends

Steady growth in international student flows likely to continue International Student Enrolments: 2000-2010 International Student Enrolments: Future global estimates UNESCO estimates (2009) CAGR = 5.4% OECD estimates (2009) CAGR = 3.0% In 2010, more than 4.1 million tertiary students enrolled outside their country of citizenship - a CAGR of 7.1% since 2000 Increased demand for international education is forecasted over next decade Most forecasts still estimate a CAGR range between 3% and 5% which means somewhere between 5 million and 7 million tertiary students will be enrolled outside their country of citizenship by 2020 Source: OECD (2012), Education at a Glance 2012: OECD Indicators, OECD Publishing. Commercial in Confidence 2013 7

Student decision making, preferences & perceptions

IDP’s journey to understand the student experience Outcomes and Impacts of International Education: International Student to Graduate (2008) Buyer behaviour of active prospects, current students and alumni (2009) International Student Attitudes - One year on from the 2009 Buyer Behaviour study (2010) IDP Customer Value Analysis (2008) IDP Student Buyer Behaviour across the main English Speaking Destination Countries (2012) IDP Brand Positioning Research (2009-10) IDP Student Satisfaction (every 6 months)

HOT OFF THE PRESS... IDP International Student Buyer Behavior Research ~ August 2012 ~ Consideration set, country perceptions, influencers, information sources – traditional and digital Need Recognition & Problem Awareness HOT OFF THE PRESS... Information Search Key factors and preferences, impact of rankings, social media and social networking Evaluation of Alternatives Purchase Expectations versus Satisfaction Post Purchase Evaluation

Usually third factor decided How do students choose where to study? Driven By: Personal Interest Employment outcomes Affordability Driven By: International recognition Quality of Education Home country recognition Destination employment opportunities Affordability Driven By: Rankings & reputation Affordable fees International recognition Course structure COURSE First factor decided COUNTRY Second factor decided INSTITUTION Usually third factor decided Commercial in Confidence 2013 11

Student perceptions Students were asked to rate their perception of the main English speaking countries on: Affordable Leader CAN UK Australia US Canada Quality of education Leader US Safe Leader CAN Graduate employment opportunities Leader AUS, US, CAN Government student visa requirements/ policies Leader CAN, AUS Worst Best Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

Key drivers of destination choice Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 13

Key drivers of institution choice India China Middle East Singapore Malaysia #1 International ranking/ reputation of the institution International recognition by potential employer Affordable course/ tuition fees #2 Attractive course structure/ content #3 #4 Key secondary driver: City location of the institution Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012 14

Majority of students have an active social media account Social media and its influence Majority of students have an active social media account Social media’s influence on decision to study overseas Key influences via social media: Overseas education institution profiles Other overseas students’ profiles Suggestions from family and/or friends Social networking Micro blogging Instant messaging Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

Thank you, Merci ! christine.faugoo@idp.com