International Marketing at BI

Organisation Activities –National market –International market India discussion

BI Markets Continuing Education – Norway –Post experience Youth – Norway –Pre experience International –All English-taught programmes

Marketing activities Norway Media campaigns (online, print, television, cinema’s) Fairs for potential bachelor & master students Visits from high school students at campus Visits from BI students at high schools Information meetings Breakfast meetings (academic lecture in a specific subject) Online-meetings (academic staff and/or a counsellor) Newsletters PR-campaigns Brochures Direct mail (prospects and students)

International Programmes Bachelor of Business Administration Bachelor of Shipping & Finance 7 Pre-experience master programmes –Innovation and Entrepreneurship –Business & Economics –Strategic Marketing Management –Financial Economics –Leadership and Organisational Psychology –Political Economy –International Management –Professional Accountancy Doctoral programmes Executive MBA programmes –General Management –Energy Management –Shipping Management International Summer Programme + transnational programmes in China and Vietnam

Organisation International Marketing Central: International Office Marketing Department Decentral: Programme Units BBA Master Programmes Ex. MBA programmes Important central support units: Career service Alumni service Admission offices

Development From ’the world is our oyster’ to prioritizing selected markets Increasing involvement of Marketing Department Development of Niche programmes, e.g. Energy Management, Shipping Cooperation with international partners –Executive joint programmes –Double degree (master) –Pathway programmes Transnational education in China and Vietnam

Marketing Activities International Media campaigns (online, print) –Horizontal – aggregator sites –vertical Fairs Information meetings –General/Open –At partner institutions –At agents

Entry modes countryagentfairsOn lineprint China ++++ India ++/-++ Germany -++- Russia -++-

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Postcard

Students from China and India accounted for nearly one third of all non-EU domicile students at UK HE institutions in 2008/09. The number of students from other EU countries also continued to rise between 2007/08 and 2008/09 RankNon-EU07/0808/09Diff %RankEU07/0808/09Diff % 1China45,35547, %1Ireland15,26015, % 2India25,90534, %2Germany13,62514, % 3Nigeria11,78514,380+22%3France12,68513, % 4USA13,90514, %4Greece12,62512, % 5Malaysia11,73012, %5Cyprus9,64010, % 6Pakistan9,3059, %6Poland8,5709, % 7Hong Kong9,7009,600-1%7Italy5,6056, % 8Canada5,0055, %8Spain5,7405, % 9Taiwan5,6155, %9Netherlands3,0253, % 10Saudi Arabia3,5355, %10Sweden3,1953, % Source: HESA Students in Higher Education Institutions 2007/08, 2008/09

International Market Challenges Norway not well known (as study abroad country) Why study international business in Norway? Finding the right niches: Energy, Shipping etc? Perception of Norway as an expensive country Scandinavia’s/ Norway’s reputation as a region/country where higher education is for ’free’ Ranking(s) Two-year master degrees Growing and aggressive competition –Netherlands, Germany, France, Denmark, Finland, Sweden

India – a case study US$13 billion is spent every year by about 450,000 Indian students enrolled in higher education abroad Over 150,000 students every year go overseas for university education The primary reason for a large number of students seeking professional education abroad is lack of capacity in Indian institutions. Students of Indian origin are traveling in higher numbers than ever before to pursue higher education abroad Why do Indian students study abroad? –Quality of education in countries such as India is not as good as it is abroad –They want to experience education in different socio-economic-climatic setting –Education abroad has high symbolic social status value –Education is the best excuse to enter the 'first world' and settle there. Living conditions are better (mainly from materialist point of view) there than where they live.