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Marketing Higher Education Overseas The Brand Perspective 18 th August 2006. International Students Global Market Size - Australia. IDP Australia forecast total numbers of foreign students worldwide will grow from 988,000 in 2003 to 3,410, 000 in 2025

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international students global market size australia
International Students Global Market Size - Australia
  • IDP Australia forecast total numbers of foreign students worldwide will grow from 988,000 in 2003 to 3,410, 000 in 2025
  • In Australia, income from international students is $5 Billion - the country’s third largest export
  • In Australia, overseas students account for 36% of all students studying Business, 42% studying IT, and 20% of all subjects

Source: IDP Australia and British Council

international students global market size uk
International Students Global Market Size - UK
  • The contribution to the UK economy from international students is 3.84 Billion pounds in 2004
  • Demand for international students studying in the UK expected to exceed 600,000 by 2025.
  • Greater growth expected for students studying for UK Degrees in their own countries
  • The USA and UK combined account for 50% of the global market

Source: Education UK – Positioning for Success: Consultation Documents

what are we trying to achieve in international recruitment to malaysia
What are we trying to achieve in International Recruitment to Malaysia?
  • Malaysia’s target is 100,000 students by 2010
  • From 40,6861 in 2004 – an increase of over 144%
  • World demand in 2004 was 1,042,0002
  • Forecast to be 1,507,000 in 2010
  • Therefore Malaysian market share needs to grow
  • From 3.9% in 2004,
  • To 6.6% in 2010
  • For comparison :
  • Global average annual growth rate of international students 2004 to 2010 – 7.4% p.a.
  • Malaysian target growth rate of 24.0% p.a.

1Ministry of Higher Education, Malaysia website – as at 31st December 2004

2IDP Australia (2003) Global Change Drivers and Sample Forecasting Scenarios

why create a national brand
Why Create a National Brand?

“One of the facts of life in Global Marketing is that perceptions about attitudes toward particular countries often extend to products known to originate in those countries”

Global Marketing, Keegan and Green Pearson Education 2003

“Buyers draw distinct evaluations of brands based on their country of origin”

The Marketing of Nations, Kotler, Jatusripitak and Maesincee The Free Press 1997

“A country that does not project a clearly defined image of what it is and what it represents, is doomed to anonymity”

Canada in the World, Department of Foreign Affairs, Canada 1995

Q. What is the difference between branding a Nation and branding a Product?

A. “It is much more complicated to brand a Nation”

Wally Olins, co-founder of Wolff Olins and leading expert on Corporate Identity and Branding

brand layers
Brand Layers

University/College Brand

Country Education Brand

Country Brand

what is a brand
What is a Brand?

Possible ways of looking at a Brand include:

  • A symbol
  • A product that can be distinguished from its competitors
  • A representation of a promise
  • A complex bundle of images and experiences
positioning the brand
Positioning the Brand

Brand Identity:

How the particular product, whether it is a service, good or country is perceived by actual and potential customers

Perceived Brand Identity

Desired Brand Identity

The Perceptual Gap

  • Brand Intangibles
  • Cultural aspects
  • Values
  • Goodwill
  • Perceived past experiences
  • Memories
  • Promises etc.
  • Brand Tangibles
  • Brand name
  • Logo
  • Typestyle
  • Colours
  • People, etc
example the us brand
Example -The US Brand

Strengths

  • ease of working during course
  • social life
  • friendly
  • lower cost of living
  • innovative
  • creative

Weaknesses

  • arrogance
  • some feel there is an element of racism in American society
  • US is perceived to be more dangerous in terms of guns and drugs.

British Council (1999) – The Brand Report

usa education brand identity
USA Education Brand Identity

Means:

  • Opportunity in the land of opportunity.
  • The powerhouse of technology.
  • Marketable skills for real life.

Is:

  • Forward thinking.
  • Entrepreneurial.
  • Overwhelming

The core strengths of the US education brand inevitably relate to the elements of what is clearly the biggest brand in the world - 'brand America'.

British Council (1999) – The Brand Report

australia education brand identity
Australia Education Brand Identity

Means:

  • Questioning convention.
  • The unthreatening choice.
  • Young like me.

Is:

  • Accessible.
  • Relaxed.
  • “Matey”.

Australia offers:

  • something which is very contemporary,
  • something which revels in its lack of convention and growing self assurance.
  • An attractive climate

British Council (1999) – The Brand Report

example the uk brand
Example – The UK Brand

Strengths

  • accessibility of cities and countryside
  • creative
  • social life

Weaknesses

  • the cost of living in the UK
  • the (lack of) ease of working during the course
  • the (lack of) ease of staying on to work in Britain after the course

British Council (1999) – The Brand Report

uk education brand identity
UK Education Brand Identity

Means:

  • Quality beyond dispute.
  • Future recognition.
  • The traditional choice.

Is:

  • Elite.
  • Confident.
  • Set in its ways.

British Council (1999) – The Brand Report

uk education desired brand identity british council
UK Education – Desired Brand Identity (British Council)

Means:

  • A dynamic tradition.
  • The new world class.
  • Being the best I can be.

Is:

  • Responsive.
  • Welcoming.
  • Alive with possibilities.

British Council (1999) – The Brand Report

uk brand recognition
UK Brand Recognition
  • 91% of respondents in Asia recognised the UK Education Brand
  • 78% globally recognised the UK Education Brand

British Council (1999) – The Brand Report

malaysia the brand
Malaysia -The Brand
  • Either:
    • Modern and go ahead
    • High tech
    • Innovative
  • Or:
    • Still a developing country
    • A follower, not a leader in technology
    • Focus on local rather than international standards
  • What are the perceived and desired Malaysian brand identities?
competitive analysis the singapore brand
Competitive Analysis – the Singapore Brand

Has shown consistently high growth in international student numbers.

Pull factors

  • Integrated, aggressive and systematic promotion of Singapore as

An “ideal environment to learn, live and play”

(from Singaporeedu website maintained by SingaporeTourism Board)

  • Liberal regulation of higher education
    • Self-regulation system – allows IPTS to focus on market-oriented notion of quality.
  • Diversity in offerings and in non-prescriptive qualifications framework
  • Strong inter-agency cooperation and synergy, i.e. Immigration, Education, Tourism, and transparency in procedures for application
  • IPTS seen as equal partners in education
the singapore education brand
The Singapore Education Brand

Education is not only a forum for learning, but also one that builds character and equips one with life skills.The metamorphosis from a caterpillar into a butterfly, symbolises the transformation process that we as individuals experience as we go through our learning journey. Consider how the simple caterpillar transforms to the radiant butterfly that has the capability to fly and draw nectar from the flowers.This notion is exemplified in the Singapore Education brand logo.

Singaporeedu website maintained by SingaporeTourism Board

framework for international branding of education
Framework for International Branding of Education

Branding to be established at three levels:

  • Position MALAYSIA as an attractive place for long-term stay, not just short-term visits
  • Position The Malaysian Education System as one which is:
    • Affordable
    • In a safe and secure environment
    • Welcoming for international students
    • Internationally benchmarked
    • Enhancing graduate employability
  • Position IPTS as credible Educational Institutions with internationally comparable standards
slide22

MALAYSIA – The Country Brand

  • Social – Culture, Religion, Language
  • Political Stability
  • Modern, go ahead and innovative
  • Climate & Environment
  • People – “Student-friendliness”
  • Infrastructure – Transportation, Accommodation, Food
  • Safe , Secure and Welcoming

TOP

DOWN APPROACH

  • The Brand of Malaysian Education
  • Flexible Qualifications Framework
  • Strong Accreditation and Recognition
  • Assurance of Quality
  • International Benchmarks and Comparability
  • Full Government Support
  • Affordable

Individual IPTS Brand

Programme Areas in relation to Industry needs

Achievements and Track Record

Infrastructure

Quality – Curriculum, Resources, Staff & QA Procedures

Student Services

issues in branding he overseas
Issues in Branding HE overseas
  • Increasing incidences of crime against foreign students in Malaysia – perception of an “unsafe” environment.
  • Negative statements from within the country about Private Higher Education Institutions – creates perception of inferiority and focus on profits.
  • Difficulty in gaining recognition in overseas markets, despite programmes achieving LAN Accreditation
  • Inability to offer diversity in programmes due to restrictions in Malaysia, eg. National Qualifications Framework.
  • Limited assistance from Malaysian missions in promoting overseas ventures
summary
Summary
  • There needs to be a clear Malaysian brand which supports recognition of education in Malaysia as of international standard
  • Branding efforts should be deliberate and planned
    • Malaysia should adopt a Brand Platform as;
      • Modern and go ahead
      • High tech
      • Innovative
    • Malaysian education should adopt a Brand platform as:
      • Affordable
      • Safe and secure environment
      • Welcoming for international students
      • Having internationally benchmarked courses
      • Leading to enhanced employability
summary1
Summary
  • Approach is largely responsive and reactive, as opposed to one that is proactive.
  • The reality is that factors influencing Malaysia’s competitiveness will always change
  • A more integrated and top-down approach is required, to ensure that “pull” factors are enhanced.
  • Also need to ensure a “student-friendly” environment:
    • Infrastructure
    • People
    • Law enforcement
thank you

Thank You

Sources:

Keegan and Green. (2003) Global Marketing, Pearson Education

Kotler, Jatusripitak and Maesincee. (1997) The Marketing of Nations, The Free Press

Department of Foreign Affairs, Canada. (1995) Canada in the World,

Brymer C. (2003) Branding a Country

Clifton E. (2005) Brands and Branding. Profile Books, London

Ferguson R. (2001) Brand Name Government

Olins W. 92002) Branding the Nation

British Council (1999) The Brand Report

British Council (2003) Education UK, Positioning for Success

IDP Australia (2003) Global Change Drivers and Sample Forecasting Scenarios