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Baltic Sea Region University Network. Marketing Strategies at the Belarusian State University. Seminar on Marketing and Networking for Internationalization Vilnius University, 25 November 2011 Vilnius, Lithuania. Vadim Reznikov. BSU marketing service.

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Marketing Strategies at the Belarusian State University

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Marketing strategies at the belarusian state university

Baltic Sea Region University Network

Marketing Strategies

at the

Belarusian

State University

Seminar on Marketing and Networking

for Internationalization

Vilnius University,

25 November 2011

Vilnius, Lithuania

Vadim Reznikov


Marketing strategies at the belarusian state university

BSU marketing service

In 2008 a special unit dealing with marketing of educational services was established within the structure of International Relations Office

Need to:

- professionalize and

- institutionalize

marketing activities

Objectiveto raise export of educational services of the BSU and increase quality of international applicants

Directions of work

analytical work

information, promotion and communications

admission and enrollment

orientation and adaptation

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

BSU marketing service

Annual

Work

Schedule

Vadim Reznikov25.11.2011


Marketing strategies at the belarusian state university

Analysisof markets: Geography

Main two trends in the world’s education markets since 1991

Overgrowing demand for education in the sphere of social sciences and humanities

Diagram: Study preferences of intern.stud. BSU, 2002-2010

Today China –absolute leader in sending students abroad. 6% of students body in European HEIs are Chinese nationals.

New Markets

New markets appeared:1) Former soviet states2) South-Eastern Asia

Diagram: Changes in geographical structure of international students since 1991, BSU statistics

VadimReznikov25.11.2011

Lost markets


Marketing strategies at the belarusian state university

Analysisof markets: Costs of studies

Comparing tuition fees in some classical universities of CIS, $per year

Structure of the regional tuition fees

Positioning

Costs of study at the BSU correspond to the cost level of classical universities of CIS which are located in the cities with 2 millions inhabitants

Important conclusion

Cost of study depends on:1) the level of education2) specialty / study direction3) enrollment procedure

(through the agent networks, after completing domestic foundation course, in the framework of bilateral agreement, if previously had high academic success etc.

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Consumer analysis:

economical background

Most of international students coming from the countries with average incomes or lower

Diagram: the BSU International students countries of origins, 2002-2010

World Bank classification of countries according to the average income

Social and economical abilities of our international students

Most of the BSU students are coming from families with average incomes

Diagram: Families incomes (self estimation), BSU international students survey 2009

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Consumer analysis:

economical background

Average monthly budget ($) of the BSU international students,

self evaluation

Social and economical abilities of our international students

Survey conducted in May 2008

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Analysis of consumers: price perception

Evaluation of the BSU tuition fees, where 10 – is very high (negative)

Subjective

factors

It’s good - because it’s expensive ;-)

Satisfactory

Unsatisfactory

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

3

Target groups: social background and educational interests

  • Apply for Non-degree programs (Language Courses, Internships, Cultural and Study Visits)

  • Apply for degree programs

  • Insufficient level of previous education

  • No Command of Russian Language

  • Low Ability of cultural adaptation

  • Apply for degree programs

  • Sufficient level of previous education

  • Sufficient knowledge of Russian Language

  • High Ability of cultural adaptation

3 major clusters of customers – 3 target groups

Diagram: Distribution of the BSU foreign students in 2009 to the target groups

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

3

Target groups: peculiarities of decision making process

  • Decision is made independently on the basis of information gained from different sources

  • Seeking for quality education and comfort environment

  • Decision is made on the basis of experience of the person they trust (friends, relatives)

  • Seeking for sustainability (preference is given to state universities and especially to the major ones)

  • Able to gain information from different independent sources but also trust to the experience of the someone else

  • Seeking for quality education but follow the ideas on prestige and common trends

3 major clusters of customers – 3 target groups

Diagram: Distribution of the BSU foreign students in 2009 to the target groups

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Target groups 1 and 2:

major sources of information

Sources of information

Histogram: Sources of information used by international students, surveys 2008 and 2009

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Designing marketing communication strategy

Main principle –

to differentiate marketing strategy in accordance with target groups

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Designing marketing communication strategy

5 advantages of study at the BSU

Creating support image

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Designing marketing communication strategy

Make Use of your recent students as a main channel of promotion

Presentation for your international students “Tell you friends how to come for study to our university»

More than 50% of applicants from Segment A apply because their fiends (graduates or recent students) told them

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Designing marketing communication strategy

I would like to assure all of you that your friends and relatives are always welcome at our university and we will always give them favour in admitting for studies.

All necessary information about study programs and enrollment you are always able to get at the International Office or at our internet site www.bsu.by

Make Use of your recent students as a main channel of promotion

University top management meets international students

VadimReznikov25.11.2011

15


Marketing strategies at the belarusian state university

Designing marketing communication strategy

Channels of promotion – creating agent network

We expect our prospective partners to send us their business proposal containing the following information:

- Company name, address and contact details;

-Brief description of activity in the market;

- List of existing partners with their contact details

-Brief review of education market in the country / region

University Internet siteMail / e-mail communication

Download advertising materials

VadimReznikov25.11.2011

16


Marketing strategies at the belarusian state university

Channels of promotion – creating agent network

http://www.schoolsandagents.com

Relevant resources on INTERNET

Select a country your agents are coming from

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Channels of promotion – creating agent network

http://www.agentschat.com/

Relevant resources on INTERNET

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Agents – to educators Fairs

1. Is it more expensive than classical educational fair? - NO

2. Does you reach target group? - YES

ICEF - www.icef.com

Fall-Turkey a2 - http://www.aafair.com

WEBA Agents http://www.webaworkshops.com

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Agents – to educators Fairs

ICEF calendar

Workshop in China October 2010

Fall-Turkey a2

Workshop in Turkey March 2011

VadimReznikov25.11.2011

20


Marketing strategies at the belarusian state university

Dealing with agents

1. Is it more expensive than classical educational fair? - NO

2. Does you reach target group? - YES

3. Agents as a marketing partners - YES

VadimReznikov25.11.2011


Marketing strategies at the belarusian state university

Dealing with agents

Concluding an agreement with agent

VadimReznikov25.11.2011

22


Marketing strategies at the belarusian state university

Dealing with agents

Concluding an agreement with agent – the BSU experience

Agents help to deal with international students

Discounts depend on the quantity of students received

VadimReznikov25.11.2011


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