The student recruitment landscape in Asia in 2023
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WADE & COMPANY RECRUITING STUDENTS FROM ASIA IN 2023 FOUR FUTURE LANDSCAPES OUTCOMES OF THE SCENARIO PLANNING MICRO WORKSHOP 11 SEPTEMBER 2013 EAIE ANNUAL CONFERENCE ISTANBUL, TURKEY αβγ 1
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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
WADE & COMPANY
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RECRUITING STUDENTS FROM ASIA IN 2023
FOUR FUTURE LANDSCAPESOUTCOMES OF THE
SCENARIO PLANNING MICRO WORKSHOP
11 SEPTEMBER 2013EAIE ANNUAL CONFERENCE
ISTANBUL, TURKEY
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Political1. Stability2. Immigration rules3. Educational reforms4. Corruption5. Shifts in power6. In ability to control social media
Technological17. MOOCs18. Personalized technologies 19. Access to technology20. Travel technologies21. Simultaneous translation & online
delivery
Economic/managerial7. Currency imbalances8. Economic power shifts9. Educational ROI 10. Government spending on H.E.11. Tuition fees
Societal12. Demographic changes13. Role of religion14. Access to education15. Societal attitudes toward
spending on education16. Willingness 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
2. “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.
3. 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), and
“B” schools, i.e. those with little or no international brand recognition (thus conferring no prestige).
4. The value of studying at a prestigious institution trumps the value of attending even the best MOOCs.
1. 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
institution’s “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 threat• Maintain awareness/marketing activities
focused on prestige/recognition
For “B” schools:• Aggressive marketing based on factors
differentiating them from “A” schools, e.g. price, specialized programs• MOOCs 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 don’t 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 abroad
For “A” schools:• Jump on branded MOOC bandwagon• Control elements that affect
brand/prestige/recognition• Engage constituents/stakeholders in Asia to
solidify brand more
For “B” schools:• Abandon MOOCs• Strategic retrenchment: shift marketing
focus to other (unstable) countries• Key to success: nimbleness, responsiveness
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The future of your recruiting success also depends on institution-specific factors:
1. Range, quality & reputation of your programs
2. Quality of student life/experience you offer
3. Total investment your school requires for a degree
4. Your financial strength
5. Your ability to place graduates
6. Your ability to adapt to change
7. Your network of local contacts in target countries
8. Your marketing methods and prowess
9. Your ability to engage successfully with core constituents
