The student recruitment landscape in Asia in 2023

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These slides are from Wade & Co, a management consultancy specialising in future scenario planning. Founder Woody Wade is frequently invited to speak on the methodology and conduct workshops at events and conferences in Europe, Asia and North America. These slides followed his mini-workshop aimed at generating four plausible future scenarios for Asian student recruitment given at the 2013 EAIE Conference in Istanbul. More and more, educational institutions, associations, and recruitment agencies are turning to a technique called scenario planning to help them visualise how their future recruiting landscape could change over time. By using this creative yet structured process to envisage alternative future terrains, they can craft more flexible marketing strategies today. Read our accompanying article ''Beyond forecasting: how to use scenario planning to map the future'' to learn how you can use this technique to understand the critical uncertainties that have the greatest potential to change your future landscape – and thus affect your long-term success: http://bit.ly/1rqzP1j.

Transcript of The student recruitment landscape in Asia in 2023

Scenarios: 4 Future Landscape for Recruiting Private Banking Talent

RECRUITING STUDENTS FROM ASIA IN 2023FOUR FUTURE LANDSCAPES

OUTCOMES OF THE SCENARIO PLANNING MICRO WORKSHOP

11 SEPTEMBER 2013EAIE ANNUAL CONFERENCEISTANBUL, TURKEY

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Political

StabilityImmigration rulesEducational reformsCorruptionShifts in powerIn ability to control social media

Technological

MOOCsPersonalized technologies Access to technologyTravel technologiesSimultaneous translation & online delivery

Economic/managerial

Currency imbalancesEconomic power shiftsEducational ROI Government spending on H.E.Tuition fees

Societal

Demographic changesRole of religionAccess to educationSocietal attitudes toward spending on educationWillingness to learn

Driving forces affecting Asian recruitment

= critical uncertainty

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2023: Four scenarios for Asian student recruitment

Asia is stable

Asia is unstable

Critical uncertainty 1: Political stability

Critical uncertainty 2: MOOCs

MOOCs grow

MOOCs stall

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Scenario

Scenario

Scenario

Scenario

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Key assumptions related to the scenarios

Political stability also encompasses the presence of higher-quality tertiary institutions in Asian source countries. In the politically unstable scenarios, these Asian institutions have not (yet) attained world-class status.

For the purposes of simplification, we classify Western institutions of higher education as either:

A schools, i.e. those with international brand recognition (and thus conferring a measure of prestige on students/parents), andB schools, i.e. those with little or no international brand recognition (thus conferring no prestige).

The value of studying at a prestigious institution trumps the value of attending even the best MOOCs.

Among Asian families, the demand for a Western education for their children is greater if their own country is experiencing (or is expected to experience) political instability.

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High demand; MOOCs not a threat For A schools:Engage and manage relationships with institutions ambassadors and key decision influencers: alumni, faculty, current students For B schools: Student segmentation: know what type of student is attracted to your institution and where to find these students know where your market is

LESS DEMAND FROM ASIA

MORE DEMAND FROM ASIA

OPPORTUNITY!

COMPETITION WITHIN ASIA

2023: Four scenarios for Asian student recruitment

Asia is unstable

MOOCs grow

Increasing interest to leave home country to study abroad For A schools:MOOCs are not a serious threatMaintain awareness/marketing activities focused on prestige/recognition For B schools:Aggressive marketing based on factors differentiating them from A schools, e.g. price, specialized programsMOOCs are a threat, so emphasize personal mentoring and benefits such as networking, (inter)personal development

MOOCs stall

Asia is stable

Good Asian schools are a threat For A schools:Emphasize the value of the things the Asian schools dont yet have, e.g. alumni networks, placement assistance, etc.Emphasize the need to study abroad as the world globalizes For B schools:Establish partnerships/feeder relationships with Asian institutions

Declining interest to leave home country to study abroadFor A schools:Jump on branded MOOC bandwagonControl elements that affect brand/prestige/recognitionEngage constituents/stakeholders in Asia to solidify brand moreFor B schools:Abandon MOOCsStrategic retrenchment: shift marketing focus to other (unstable) countriesKey to success: nimbleness, responsiveness

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The future of your recruiting success also depends on institution-specific factors:

Range, quality & reputation of your programsQuality of student life/experience you offer Total investment your school requires for a degree Your financial strength Your ability to place graduates Your ability to adapt to change Your network of local contacts in target countriesYour marketing methods and prowess Your ability to engage successfully with core constituents

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WOODY WADE wade@11changes.com

FROUKE GERBENS frouke.gerbens@abg-edu.com

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