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Education Market in East & Southeast Asia:

Market analysis & strategic marketing planning John Kelly Mentor International Oct 2001 Education Market in East & Southeast Asia

Who am I?:

education marketing consultant 18+ years experience in Asia working with major British & Australian universities, e.g. University of Birmingham, London School of Economics, University of Melbourne Who am I?

Workshop Schedule (Part 1) 15.00-15.05 Introduction15.05-15.30 Strategies15.30-15.40 Q/A15.40-16.05 Country reviews16.05-16.15 Q/A16.15-16.25 Group work preparation16.25-16.40 Coffee break (individual preparation):

Workshop Schedule (Part 1) 15.00-15.05 Introduction 15.05-15.30 Strategies 15.30-15.40 Q/A 15.40-16.05 Country reviews 16.05-16.15 Q/A 16.15-16.25 Group work preparation 16.25-16.40 Coffee break (individual preparation)

Workshop Schedule (Part 2)16.25-16.40 Coffee break (individual prep) 16.40-16.55 Group discussions16.55-17.05 Group A presentation17.05-17.10 Comment17.10-17.20 Group B presentation17.20-17.25 Comment17.25-17.35 Group C presentation17.35-17.40 Comment17.40-17.50 Group D presentation17.50-18.00 Comment & Summary:

Workshop Schedule (Part 2) 16.25-16.40 Coffee break (individual prep) 16.40-16.55 Group discussions 16.55-17.05 Group A presentation 17.05-17.10 Comment 17.10-17.20 Group B presentation 17.20-17.25 Comment 17.25-17.35 Group C presentation 17.35-17.40 Comment 17.40-17.50 Group D presentation 17.50-18.00 Comment & Summary

Asia Market Groups:

Japan, Korea & Taiwan (ROC) Singapore, Malaysia & Hong Kong Thailand, Indonesia & Philippines China Myanmar, Vietnam, Laos, Cambodia Asia Market Groups

Approaching Asian Markets (Consortium) Advantages:

Joint funding - cost effective Learning together Stronger influence Good for beginners Good for smaller players e.g. GATE, CHEER, other Approaching Asian Markets (Consortium) Advantages

Approaching Asian Markets (Consortium) Disadvantages:

Being together Obvious competition Approaching Asian Markets (Consortium) Disadvantages

Approaching Asian Markets (Individual) Advantages:

Independence Competitive advantage Brand awareness Good for the knowledgeable Good for larger players Approaching Asian Markets (Individual) Advantages

Approaching Asian Markets (Individual) Disadvantages:

High cost Less learning from others Approaching Asian Markets (Individual) Disadvantages

Country Competitors in Asia:

UK US Australia New Zealand Canada Japan, Russia, Malaysia Country Competitors in Asia

Working with Agents in Asia (1)What is an education agent?:

Government department Travel agency Publisher Language school Education consultant Working with Agents in Asia (1) What is an education agent?

Working with Agents in Asia (2) Advantages:

Follow up Local liaison Local market knowledge Fast market access Working with Agents in Asia (2) Advantages

Working with Agents in Asia (3) Disadvantages:

Cost - commission, marketing Dependence Servicing Working with Agents in Asia (3) Disadvantages

Market ResearchKnow your market!:

Reports, NSOOR*, NARIC ** Local knowledge Survey * www.deet.gov.au/nsoor/cep/index.htm ** www.naric.org.uk/home/htm Market Research Know your market!

The Politics of Marketing :

The Politics of Marketing Internal marketing comes first! Find some champions Beware the dinosaurs Gain budgetary support Use the comparative threat Small successes rather than large failures The tail wagging the dog

Institutional Stance for Asia:

Institutional Stance for Asia Offer the programmes you have Modify your programmes Create new programmes Solve the English language question Solve the German language question

Asia Market Strategy Focus:

Asia Market Strategy Focus Quality Price Subject Location Friendliness Popularity Size of institution

Why Market Groups?:

Why Market Groups? Similar economic conditions political similarities cultural similarities reasonably close location

Asian Market Groups:

Japan, Korea & Taiwan (ROC) Singapore, Malaysia & Hong Kong Thailand, Indonesia & Philippines China Myanmar, Vietnam, Laos, Cambodia Asian Market Groups

Education SystemsSource: National Office of Overseas Skills Recognition, Australia (NSOOR)h:

Education Systems Source: National Office of Overseas Skills Recognition, Australia (NSOOR)h

Japan - Education System :

Japan - Education System

Korea - Education System:

Korea - Education System

Taiwan - Education System(Republic of China):

Taiwan - Education System (Republic of China)

Thailand - Education System :

Thailand - Education System

Indonesia - Education System :

Indonesia - Education System

Philippines - Education System :

Philippines - Education System

China - Education System(PRC):

China - Education System (PRC)

Malaysia - Education System :

Malaysia - Education System

Singapore - Education System :

Singapore - Education System

Hong Kong - Education System:

Hong Kong - Education System

Myanmar - Education System:

Myanmar - Education System

Vietnam - Education System :

Vietnam - Education System

Laos - Education System (PDR):

Laos - Education System (PDR)

Cambodia - Education System:

Cambodia - Education System

Country Statistics:

Country Statistics

Total Number of International Students in Australia, New Zealand, USA, and UK------------------------------------:

Total Number of International Students in Australia, New Zealand, USA, and UK ------------------------------------ Sources Australia Education Centre Trade New Zealand British Council www.opensdoorsweb.org www.ukcosa.org

Asia Marketing Activities (1)Media:

Asia Marketing Activities (1) Media Newspaper Magazine Foreign university literature Paint a bus, hot air balloon

Asia Marketing Activities (2) Literature:

Asia Marketing Activities (2) Literature Brochure Leaflet Flier Poster Postcards

Asia Marketing Activities (3)Direct Mail:

Asia Marketing Activities (3) Direct Mail Letter Flyer (or more) CD Rom Special offer (laptop) Insertion

Marketing Activities (4) Events:

Marketing Activities (4) Events Exhibitions Presentations Interviews Sponsorship Alumni events

Marketing Activities (5) Internet:

Marketing Activities (5) Internet Web site - local language? Email (beware spam!) Other: Visiting academic staff Staff contacts survey