Mr Mervin Bakker

10/10/2014

Australian International Education Conference 2014 www.aiec.idp.com 1

The Indonesian student market: decision-making process and the role of agents

Irene Jansen & Mervin Bakker

Indonesia?

Source: Nationaal Archief

250M people

15-24 years: 50M

APEC

G20

ASEAN

> 80% Islamic

Democracy

Diversity

> 3,000 HEIs

> 96% private HEIs

+/- 5M students in HE

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Study abroad market

3

United States 22%

Australia 30%

Japan 5%

Germany 5%

Netherlands 4%

Others 8%

Malaysia 26%

Source: Nuffic, 2013

Surveys

• Two surveys: undergraduate/postgraduate markets • Period: 2013-2014 • 1,933 respondents: 1,205 (PG) & 728 (UG)

• Focus on Jakarta/Java

• One survey: Activities of Commercial Recruiting Agencies in Indonesia Based on a survey by Linda Preil, DAAD Jakarta, in 2013

• Period: 2013, 1st quarter

• 9 respondents (out of 10)

• Agencies were selected based on their geostrategic focus: Europe, incl. Germany

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Overview

• Prospective student survey

• Profile of prospective students

- Why?

- What?

- How?

• Orientation process

- Sources of information

- Role of agents

• Conclusion & recommendations

Why study abroad?

17%

57%

72%

54%

41%

15%

5% 1%

38%

25%

5% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Top 5 for prospective postgraduate students 1. Better quality of education 2. Improve career prospects 3. Experience living abroad / foreign culture 4. Improve English language 5. Broaden view on life / world

Top 5 for prospective undergraduate students 1. Better quality of education 2. Broaden view on life / world 3. Become more independent 4. Improve career prospects 5. Experience living abroad / foreign culture

10/10/2014


What to study?

7% 5%

9%

18%

5%

10%

4%

1% 1%

8%

4% 3%

8%

4% 2%

11%

1%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

8

How to fund my studies? - postgraduate

86%

11%

55%

10%

10%

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

Scholarship from host country

My parents or family will pay

Indonesian scholarship

I will pay for it myself

Loan

Study abroad without scholarship?

Yes, 53% No, 47%

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9

How to fund my studies? - undergraduate

68%

58%

56%

11%

2%

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

Scholarship from host country

My parents or family will pay

Indonesian scholarship

I will pay for it myself

Loan

Yes, 71%

No, 29%

Study abroad without scholarship?

Sources of information

9%

33%

30%

7%

22%

3%

50%

13%

40%

23%

45%

9%

10%

36%

12%

13%

10%

0% 10% 20% 30% 40% 50% 60%

Parents/family

Friends/fellow students

School lecturer/advisor

Agent

Alumni

Employer

Education agency/embassy

TV/radio/papers/magazines

Own search on Internet

Social media

Website of institution

Blogs

Rankings

Education fairs

Exchange student/lecturers

Student associations

Relatives/ friends thereTop 5 for prospective postgraduate students 1. National agencies/embassies 2. HEI websites 3. Online search 4. Education fairs 5. Friends/fellow students

Top 5 for prospective undergraduate students 1. Online search 2. Parents family 3. National agencies/embassies 4. Friends/classmates 5. Teachers/school advisors

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Online behaviour

Website Type

1. Google Search engine

2. Facebook Social media platform

3. BlogSpot Blogging site

4. You Tube Video sharing site

5. Yahoo Search engine / (news) portal

6. Kasus Social media platform

7. Wordpress Blogging site

8. Detik Search engine / (news) portal

9. Twitter Social media platform

10. Blogger Blogging site

11. Tokobagus Advertising site

12. Wikipedia Free encyclopedia Source: Alexa.com, March 2014

Social Media

12

• Facebook: 50M accounts (#4 in the world)

• Twitter: 29M accounts (#5 in the world)

Source: MediaBistro.com

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Sources of information

9%

33%

30%

7%

22%

3%

50%

13%

40%

23%

45%

9%

10%

36%

12%

13%

10%

0% 10% 20% 30% 40% 50% 60%

Parents/family

Friends/fellow students

School lecturer/advisor

Agent

Alumni

Employer

Education agency/embassy

TV/radio/papers/magazines

Own search on Internet

Social media

Website of institution

Blogs

Rankings

Education fairs

Exchange student/lecturers

Student associations

Relatives/ friends there

Agents? - 7% (PG)

- 28% (UG)

Role of agents

It seems there is a limited role for agents as source of information,

but...........67% (PG) to 91% (UG) indicates they make use of agents at a certain point in the orientation/application process.

What for?

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The role of agents - postgraduate

8%

15%

15%

16%

11%

11%

13%

11%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Advice on destination country

Advice on institutions

Information on institutions

Support with application

Visa information

Visa arrangements

Information on accommodation

Accommodation arrangements

The role of agents - undergraduate

Advice on destination country

Advice on institutions

Information on institutions

Support with application

Visa information

Visa arrangements

Information on accommodation

Accommodation arrangements

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Activities of Commercial Recruiting Agencies in Indonesia Based on a survey by Linda Preil, DAAD Jakarta, in 2013

Dr. Irene Jansen Director of DAAD Regional Office Jakarta

DAAD Study on Commercial Recruiting Agencies

• Client Groups

• Subjects of Interest

• Tools

• Services Provided

• Cost / Benefit

• Sources of Information

• Conclusion & Recommendations for HEI

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0

20

40

60

80

100

120

140

160

2010 2011 2012 exp. 2013

Agencies Chosen for Survey: Based on Focus on or Inclusion of Germany

Orga 1

Orga 2

Orga 3

Orga 4

Orga 5

Orga 6

Orga 7

Orga 8

Orga 9

Origin of Advice Seeking Students

63%

18%

7%

5%

4%

3%

Java

Sumatra

Kalimantan

Sulawesi

Bali

Papua

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Services Offered to Level of Intended Degree

Bachelor Master Ph.D.

No 0 1 3

Yes 9 8 5

N.A. 0 0 1

0

1

2

3

4

5

6

7

8

9

10

Am

ou

nt

of

org

anis

atio

ns

Importance of Clients

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

SMA/K Bachelor Master

Not at all important Slightly important Fairly important

Important Very important N.A.

89%

11%

0%

Types of Students Sent

Bachelor Master Ph.D.

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DAAD Visitors January – July 2014: Academic degree

22

34

24

21

16

31

16

5 3

2 2 1 1 1 1 1 1

36

22

31

23

27

30

35

0

5

10

15

20

25

30

35

40

January February March April May June July

Pe

rso

n

Month

Bachelor degree

Master degree

Doctor, Prof.

pupils, parents

Source: Survey of DAAD visitors’ questionnaire

Subjects of Interest

Language and Cultural Studies

Arts and Music

Social Sciences

Agricultural Science and Forestry

Law and Economics

Science and Maths

Medicine and Health Studies

Engineering

Always Frequently Occasionally Rarely Never N.A.

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Agencies’ Marketing Tools

Others

Booth at education fairs

Open House events

Phone marketing

Teacher recommendations

Word of mouth

Social media

Advertising mail

Homepage

Presentations in SMA/SMK

Very important Quite important Fairly important Slightly important Not at all important No statement

funding-guide.de

summerschools.de

phdgermany.de

research-in-germany.de

youtube.com

study-in.de/eb/

daadjkt.org

daad.de/international-programmes

daad.de/deutschland

Very important Quite important Fairly important Slightly important

Not important I don't know this website Not applicable

Importance of Websites as Source of Information

10/10/2014


Once a

year

Once

every 6

months

Once

every 3

months

Once

every 2

months

Once a

month

No

answer

Home

page 0 % 0 % 22 % 0 % 67 % 11 %

Flyer 11 % 0 % 56 % 0 % 22 % 11 %

Social

Media 0 % 0 % 11 % 0 % 78 % 11 %

How often do you update your information about studying in Germany on your...?

Others

Youtube.com

Goethe Institute

Google.com

German Embassy Jakarta

Word of mouth

Own experience

Alumni

Importance of Other Sources

Very important Quite important Fairly important

Slightly important Not important

33%

56%

11%

0% 0%

Usefulness of those Websites

Very useful Fairly useful

Slightly useful Not at all useful

N.A.

10/10/2014


0 1 2 3 4 5 6 7 8 9 10

Others

English language course in Germany

English language course in Indonesia

Entrance exam in Indonesia for German "Studienkolleg"

TOEFL preparation course

Health Check

Registration at University

Availability of staff via Twitter, Facebook etc.

Help with passport

Entrance exam in Germany for German "Studienkolleg"

German language course in Germany

Consultation on choosing a university

Finding accommodation in Germany

Flight booking to Germany

Counseling for parents

Registration at "Studienkolleg"

German language course in Indonesia

Help with visa application process

Opening a bank account

Assistance in compiling a CV

Consultation on the subject to study

Workshops on life and study in Germany

Services Offered

All-inclusive service package costs approx. 8,500€

Price Composition

30%

20%

80%

40%

30%

40%

50%

20%

50%

40%

10%

50%

35%

25%

25%

50%

20%

40%

10%

10%

35%

35%

25%

30%

Orga 9

Orga 8

Orga 7

Orga 5

Orga 4

Orga 3

Orga 2

Orga 1

Language course Pre-departure Post-departure

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Language Training of Teachers

22%

67%

0% 11%

regularly

sometimes

no training

no response

Summary of Findings

• The number of agencies seems to be growing (orga. 8, 6 fairly new)

• Student demand seems to be growing (100 % of agencies report an increase) • Presentations in schools are most important marketing tools for agencies • Testimonials from friends and alumni play a key role in agencies’ marketing strategy • Agencies do not always make sufficient use of relevant websites • Agencies do not regularly update their websites (only 67 %: “once a month”) • The services agencies offer do not cover placement • Costing is often not transparent • Only 22 % of agencies state that their foreign language instructors are trained regularly (67 % “sometimes”)

10/10/2014


Conclusion / Advice to HEI (1/2)

• HE Institutions and language Schools in the receiving country should make sure that their agencies abroad meet their expectations with regard to the service they provide. Check if agency’s website is up to date! Understand agency’s costing policy! • HE Institutions should also engage with school teachers (SMK / SMA) responsible for prep. classes and info sessions on studying abroad, to assure quality and relevance of information and service. Make sure YOUR messages get conveyed, and that up to date information is disseminated!

Conclusion / Advice to HEI (2/2)

• HE Institutions need to check the competencies and training of language teachers engaged in prep. courses. Provide extra language instruction and / or teachers’ training if needed! • Since testimonials add authenticity, and information from friends play a major role, marketing-support can be provided by current and recent Indonesian students studying abroad.

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11

General conclusions

• Indonesia’s study-abroad market is growing steadily

• Opportunities for all types of HEIs especially in subject areas: business/economics, social sciences and engineering.

• Scholarships are important, but majority indicates to have sufficient funding in case scholarship is not granted

• Main motivation: quality

• Postgraduate: career perspective, English

• Undergraduate: personal development

• Information gathering: mix of online sources and personal contact

• Postgraduate: home institutions are very important

• Undergraduate: parents are most influential

Recommendations

• Communication: emphasis on quality, personal/professional development and English

• Online communication: consider making a landing page in Bahasa

• Undegraduate: focus on parents (e.g. safety element)

• Working with good agents will add value to your marketing efforts

• Postgraduate: institutional cooperation important in outreach

• Alumni are a prime source of information for students and your HEI

• Consider awarding scholarships dedicated for Indonesian students

• Come over!

36

10/10/2014


Thank you for your kind attention.

E-mail: [email protected] Twitter: @mervinbakker Mobile: +62 81112566611 E-Mail: [email protected] Twitter: @DAAD_Indonesia Facebook: DAAD Indonesia Mobile: +62 8111088052

mailto:[email protected]

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Mr Mervin Bakker