Presentation Transcript
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 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 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 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 : 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 Research Know 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 Systems Source: 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
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 : 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
Thank you for your enthusiasm -- o -- Good fortune with your marketing -- o -- John Kelly mentrisc@loxinfo.co.th www.mentorisc.com: Thank you for your enthusiasm -- o -- Good fortune with your marketing -- o -- John Kelly mentrisc@loxinfo.co.th www.mentorisc.com