The IALC Student Experience Retrospective Analysis€¦ · •First-of-its-kind research in the industry •To understand the student base and gauge satisfaction levels •Through

© IALC | Quality language schools

worldwidewww.ialc.org

The IALC Student ExperienceRetrospective Analysis

About StudentMarketing

HQ

VIENNA

AS AN ESOMAR MEMBER, I COMPLY WITH THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND

SOCIAL RESEARCH AND ESOMAR WORLD RESEARCH GUIDELINES.

PATRIK PAVLACIC, STUDENTMARKETING

STUDENTMARKETING IS A UNITED NATIONS WORLD TOURISM ORGANIZATION AFFILIATE MEMBER.

© IALC | Quality language schools worldwide

Introduction

• First-of-its-kind research in the industry

• To understand the student base and gauge satisfaction levels

• Through an online survey of students at IALC schools

• Conducted by StudentMarketing

Languages

1364,7559

Responses from

current and former

students

Countries around the

globe


SATISFACTION

SOURCES OF INFORMATION

MOTIVATION

BOOKING SOURCES

EXPECTATIONS EXPERIENCE

Introduction

COURSE ATTRIBUTES


Respondent origin and age1

0.9

%

9.5

%

8.3

%

8.1

%

6.4

%

4.9

%

4.4

%

4.3

%

3.1

%

3.0

%

2.7

%

2.2

%

1.9

%

1.9

%

1.6

%

1.6

%

1.5

%

1.3

%

1.3

%

1.3

%

0%

2%

4%

6%

8%

10%

12%

17 or under

18 - 24

25 - 34

35 - 44

45 - 54

55 or more


Languages represented


Reasons to learn a foreign language abroad


Reasons to learn a foreign language abroad

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

Spanish

Japanese

Italian

German

French

English

Chinese

Personal reasons (fun, travel, desire to learn) Employment-related

Current studies-related Further studies-related


Main source of information

0.3%

3%

3%

0.4%

1%

2%

3%

4%

5%

5%

15%

26%

32%

0% 5% 10% 15% 20% 25% 30% 35%

Other print advertisement

Other website

Other

Past experience with the school

Travel agency

School brochure

School representative

My employer/company

Relative

My local school/college

Friend

Local education agency

School website


Main source of information


Information accuracy

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

Use of technology in teaching

Nationality mix at the school

Number of activities and excursions

Provision of academic materials

Services included in the package

School accreditation

Class size (number of students in a class/group)

Physical appearance of the school and its surroundings

Course price and additional fees

School location

The information was mostly accurate Not applicableThe information was mostly inaccurate


Information accuracy

The information was mostly accurate

Not applicable

The information was mostly inaccurate


Booking channels

In-person

17%

Remotely (from home country prior to arrival)

32%

Through a local educational institution in home country

(e.g. language school)

7%

Through a tour operator

5%

Through a student tour operator

3%

Through an education agency in home country

26%

Through an online language course listing/portal

4%

Through a company

3%

Other

3%


Booking channels


Booking channels

I didn't need an agency

I didn't know about agencies

I thought it would be more expensive

I didn't find an agency I liked

I know people who had bad experience with agents

Other

YES,

But then booked the course

directly with the school

75%25%

NO,

I did not use agency

at any stage


Fulfilment of expectations

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

Accommodation meals

Accommodation facilities

Course materials

Accommodation location

Speed of learning

Activity programme

Journey to school

Opportunities to practise outside class

Ease of application process

School facilities

Course content

Nationality mix

Making friends in the country of study

Opportunities for tourism

School appearance

Help with my needs

Making international friends

Teaching

Experiencing another culture

School atmosphere

Exceeded my expectations

Satisfied almost as expected

Met my expectations

Did not fulfil my expectations

Not applicable

Disappointed me completely


QUALITY OF ACCOMMODATION

QUALITY OF ACTIVITY PROGRAMME

QUALITY OF SCHOOL FACILITIES

QUALITY OF SUPPORT

QUALITY OF TEACHING MATERIALS

QUALITY OF TEACHING STAFF

QUALITY OF TECHNOLOGY USED

QUALITY OF THE LANGUAGE COURSE

Student experience

Before the course ... the higher the number, the more expectations the student had.

After the course/course start … the higher the number, the better quality the student received/was receiving.

FORMER

STUDENTS

CURRENT

STUDENTS

6.9

6.7

7.1

7.2

7.2

7.5

6.8

7.6

7.5

7.7

7.8

8.2

7.8

8.6

7.3

8.4

7.0

7.1

7.3

7.4

7.4

7.7

7.1

7.9

7.2

7.4

7.6

7.9

7.6

8.3

7.2

8.0

BEFOR

EAFTER

BEFOR

EAFTER


Student experience


Self-assessment of progress

The resulting score is a weighted average:

0: no progress

1: progress almost as expected

2: progress as expected

3: progress slightly more than expected

4: progress much more than expected

5: I was delighted by the progress I made

FORMER

STUDENTS


Self-assessment of progress

The resulting score is a weighted average:

0: no progress

1: progress almost as expected

2: progress as expected

3: progress slightly more than expected

4: progress much more than expected

5: I was delighted by the progress I made

FORMER

STUDENTS


Student feedback


Student feedback


Satisfaction levels

Would choose the

same

accommodation

type

88%90%87% 81%

Would choose the

same

city

Would choose the

same

language course

Would choose the

same

language school


Satisfaction levels


Overall satisfaction

FORMER

STUDENTS

CURRENT

STUDENTS

Much more satisfied than expected

Satisfied almost as expected

Slightly more satisfied than expected

Not satisfied

Satisfied as expected


School recommendation

94%would recommend the school to a friend


Highlights

• Quality still matters – quality of teaching staff and assistance with student’s needs represent the most prominent assets for students

• Shifts in the market – purpose of study is changing and having impact on customer segmentation

• Pre-arrival phase influences the student experience – importance of accurate information dissemination

• Booking patterns have evolved considerably

• Past students can help as brand ambassadors


Highlights

• IALC schools over-deliver in academic- and cultural immersion-related factors (school atmosphere, experiencing another culture, and teaching were the top three factors exceeding expectations).

• If the research intimated any opportunities for possible improvement, these were largely tied to out-of-class activities.

• Students are generally very satisfied with their destination, school and course selection, however, one in five students would opt for a different accommodation type.

• While students’ academic progress advances adequately with the time spent learning a foreign language, longer stays also lead to a more balanced student development.


Download both reports at www.ialc.org.

Thank you!

www.ialc.org

[email protected]

www.student-market.com

[email protected]

Documents

The IALC Student Experience Retrospective Analysis€¦ · •First-of-its-kind research in the industry •To understand the student base and gauge satisfaction levels •Through