Maximising PG Potential From China

Understanding Postgraduates

October 2010

Until 2025, China is expected to remain the largest source of international HE students1

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1 OECD: Education at a Glance 20102 Patterns of Higher Education, Universities UK 20103 British Council

Even with its focus on building schools and universities, China cannot keep up with local demand for higher education

• By 2025 close to 650,000 Chinese students are expected to be studying at overseas universities1

• For the UK, China is likely to remain the "most significant" provider of overseas students

• In 2008/09 over 20,000 Chinese students enrolled on first degree courses in the UK and over

26,000 took up places for postgraduate study2

However by 2013 the British Council estimates that the number of Chinese students in a UK HEI is likely

to peak3

sales@evoinsight.com / +44 (0) 208 906 6775

Ensuring sustainable market growth requires a detailed understanding of the needs of Chinese students

While the UK is still one of the preferred countries for Chinese students, maintaining this interest will be challenging for UK HEIs

• The growing importance of international brand recognition is putting many overseas HEIs at a

disadvantage

• Chinese students will increasingly place greater importance on the student experience and

exposure to cultural aspects of study – rather than just studying overseas for the sake of being

overseas

31 HEPI Report: The Academic Experience of Students in English Universities (2006, 2007 & 2009). Reports refers to non-EU students of which the largest country represented will be China sales@evoinsight.com / +44 (0) 208 906 6775

• Over 30% of overseas students were currently dissatisfied with the value

for money of their course1

• Provision of domestic education in China has increased rapidly in both

capacity and quality – ensuring a new source of competition

• The growth in Chinese students overseas is decelerating, and demographic

changes will mean the pool of potential students will contract

• From our research you will learn how to:

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The latest insights on Chinese students’ changing aspirations are the basis of an effective international

strategy

• To develop meaningful goals your university needs to fully understand:

– Differentiate your university’s brand in an increasingly competitive marketplace

– Develop a more effective and efficient programme to reach your desired audience

– Create the engaging overseas ‘university experience’ Chinese students now expect

– Deliver the value for money offer that students from China are now increasingly seeking

– The power of your institution’s ‘brand’ in attracting students from China

– The business and marketing strategies to focus on, to ensure your university maximises its appeal to the various student segments within the Chinese market

– What ‘offer’ would be most compelling to the students from China you are trying to attract

– How your institution needs to develop bespoke communications strategies to reach and connect with the different student segments within the Chinese market

sales@evoinsight.com / +44 (0) 208 906 6775

• EVOLUTION has conducted qualitative research amongst Chinese students already abroad and undertaken a comprehensive survey of 1,000 mainland Chinese residents aged 16-40 years who are currently considering a postgraduate degree overseas

• This robust research provides an actionable segmentation framework and student journey mapping – identifying the differing needs of students from China interested in overseas postgraduate courses

• In addition to the core reports, Evolution offers customised tabular output and bespoke interpretation and consultancy services

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These reports allow senior management to gauge the attractiveness of student segments and develop winning

marketing strategies

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These two ‘stand-alone’ reports are also designed to fit together to provide comprehensive analyses of “where

to play” and “how to win”

“Where to play”

• What is the description of the China PG opportunity?

• What are the profiles of different potential student groups? What are their needs and beliefs?

• What are each segment’s key motivators and barriers to action?

• What ‘product offer’ will resonate most with each segment?

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“How to win”

• What is the staged decision making process forchoosing to study PG courses overseas?

• Which stakeholders are involved, and at what stage?

• What are the key drivers of choice?

• Where is there the greatest opportunity to influence behaviour?

• What mode(s) of communication is/are most likely to reach key targets

Rich consumer understanding will provide your university with the platform to drive greater results and efficiency in its strategy

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• Our segmentation team has over 50 years of experience delivering actionable segmentation to both corporate and non-corporate clients

– Their outputs provide a basis for developing effective strategy and

better targeting marketing resources

• This actionable segmentation report includes ...

– Identification of key segments of Chinese students interested in

(and qualified for) postgraduate education abroad

– Detailed profiles of each segment using our proprietary frameworks

– Day-in-the-life stories to bring each segment to life

– Robust supporting data dashboards synthesising key data into easy

to digest format

– Segmentation framework to facilitate targeting and focused

marketing activity

– Summary of strategic implications

Delivering an Actionable Segmentation

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Available as 150 slide PowerPoint presentation with executive summary in word

Launch Date: 18th October 2010

£3,500 (excluding VAT)

NB: Discount available for buying both segmentation and student journey mapping together

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• Evolution’s Segmentation Report will help your organisation to answer the following questions and build a more effective international student strategy…

– Which segments of the potential China PG student market are most attractive to our university?

– What are the key choice drivers and motivators of student behaviour? What are the key ‘turn-offs’?

– Where and how should we invest against opportunities?

– What offer development should we undertake for attractive segments?

– What messaging should we use in our marketing and communications to connect with our target segments?

– What are the strategic imperatives and what activities are most likely to deliver against these that will resonate with our target audience?

Segmentation Report: Good strategy always starts with precise understanding of your customers

Available as 150 slide PowerPoint presentation with executive summary in word

Launch Date: 18th October 2010

£3,500 (excluding VAT)

NB: Discount available for buying both segmentation and student journey mapping together

sales@evoinsight.com / +44 (0) 208 906 6775

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Available as written report or PowerPoint slides

Launch Date: TBC

Price: TBC

NB: Discount available for buying both segmentation and student journey mapping together

Mapping the Student Journey

• To understand how and why potential Chinese postgraduate students make their choices, to structure understanding of the potential postgraduate student’s decision process, and to identify key dynamics that will enable HEIs to more effectively direct their marketing activity

• The Student Journey report includes data on…

– The motivations and triggers that prompt enquiry/application

– The influences that operate on potential students prior to the application

– Where and how potential students gather and evaluate relevant information

– The different prompts for an application

– How potential students view the decision hierarchy (e.g., Institution, Course, Format etc.)

– How other experiences impact the decision process

– What potential students do after the application is made

sales@evoinsight.com / +44 (0) 208 906 6775

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The “Student Journey” Report: Understanding where and how in the PG choice process to influence

behaviour

• Evolution’s Student Journey Report will help your organisation create a more precise set of activities to support your international student strategy…

– Which stakeholders are critical to the PG choice process?

– When and how is information gathered, processed and evaluated? What sort of information has the greatest impact?

– Where in their choice process are students likely to move away from considering our university? Where and why are we losing good applicants to other universities? How can we influence that?

– What are the bottlenecks in the choice process? Why are potential students dropping out of the process?

– What activities should we prioritise across our target student groups?

– How do we ensure that more students from target segments make an application to our university, and subsequently select our university over others that may also have made an offer?

sales@evoinsight.com / +44 (0) 208 906 6775

Available as written report or PowerPoint slides

Launch Date: TBC

Price: TBC

NB: Discount available for buying both segmentation and student journey mapping together

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Provision of Customised Tables

Electronic tables (Excel compatible)

Launch Date: 18th October 2010

Price: £250 (excluding VAT) per 12 column cross-break (minimum £500)

• We offer clients cost effective access to this rich dataset (40 minute questionnaire) via customised tables

– Tables are delivered within 24 hours in electronic, Excel

compatible, format

– We provide a list of analysis variables from which you can select

those of interest to include in cross breaks

– Each cross break in structured in 12 columns e.g. If you select

Gender: Male; Female - this counts as 2 columns

– Cross breaks applied to the full dataset

– Statistical analysis (f-test and t-test) are embedded within the

data

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• Setting / Demographics including ....– Age

– Highest Academic level Achieved

– Educational Qualifications Achieved

– Subject Areas Of Interest

• Desired Experience/Benefits Sought including ...– Key needs from overseas PG study

– Missing Information - Not Currently Available On PG Study Overseas

– Improvements Needed To Current Application Process

– Main Challenges Faced when Searching And Planning Overseas PG Study

• Beliefs & Attitudes including ...– Important Factors In The Overseas PG Decision process

– Benefits of 1st Choice Location

– Reasons For Application

– Reasons For Not Applying

– Attitude Battery (10 statements)

• Behaviour including ...– Initial Sources of PG Information

– The Use Of Education Agents

– Level of Personal Research Conducted

– PG Choices (Location)

– University Choice (over 150 institutions included)

– Approaches To Choosing Institution

Customised Tables: We offer over 45 analysis variables to choose from

Electronic tables (Excel compatible)

Launch Date: 18th October 2010

Price: £250 (excluding VAT) per 12 column cross-break (minimum £500)

sales@evoinsight.com / +44 (0) 208 906 6775

Please contact our sales team for a full list of analysis variables

• Forthcoming products include:

– Understanding the Chinese undergraduate market

– Understanding the Indian student market

– Understanding the American student market

– Combating the draw of US universities

– Maximising potential from the alumni community

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‘Maximising PG Potential From China’ is the first in a series of reports examining the market for international students

sales@evoinsight.com / +44 (0) 208 906 6775

Making Key Insight Accessible

In a world of budget constraint, getting the information you need to make

informed business choices is becoming harder, but arguably more important.

Evolution offers education decision-makers access to the latest, actionable,

insight frameworks and strategic thinking, forming the basis of effective

growth strategies.

Sharing the Cost of Knowledge

Behind any major proprietary consulting project, is a wealth of actionable

knowledge that requires significant budget to generate. Our syndicated model

brings you consulting knowledge and insight at a fraction of the usual cost.

This insight lays the foundation for your own customised, proprietary, strategies

... The ‘how to win’ for your organisation.

Creating Marketing Excellence

Our clients build on these syndicated knowledge and insight frameworks - as

well as drawing on our strategy development and planning expertise - to create

their own, bespoke, marketing programs, delivering market leading growth and

marketing excellence.

Evolution: An Introduction

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Our work includes ...

• Syndicated strategy

frameworks

• Strategy development

workshops and

working sessions

• Country level briefing

documents

• Customised research

solutions

• Capability building and

training

Our team of experienced international consultants delivers

high value ‘consulting’ outputs at a fraction of the budget

usually associated with these types of projects.

Our core outputs are modular reports and presentations

designed to provide senior decision-makers with the insight

and knowledge to make effective business choices.

Far more than ‘just data’ - our focus on driving to real insight enables HEIs to make business

choices more effectively, and to directly link research results to their strategy.

In addition to these foundation elements, we offer strategy development workshops,

enabling HEIs to craft effective, proprietary, strategy; customised research solutions to focus

on areas of specific interest for individual HEIs; and capability building and training to

ensure the HEI’s decision making teams have the skills and capabilities to develop ‘winning

strategy’.

Evolution: Our Services

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Contact

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To buy either of these reports, please contact our sales team ...

– Call: +44 (0) 208 906 6775

– Email: sales@evoinsight.com

Visit our website at ... www.evoinsight.com