The i-graduate ICEF Agent Barometer 2016

Transcription

1 The i-graduate ICEF Agent Barometer 2016

2 About i-graduate Established in 2005 In Over 1400 Institutions Across 30 Countries Feedback from over 2.3 Million Students 2

3 tribalgroup.com i-graduate.org obhe.ac.uk 3

4 i-graduate - Benchmarking and Comparative Insight Benchmarking student and stakeholder perceptions Establishing a global standard for the student experience Comparative insight to encourage institutional enhancement Opinion data as a performance metric 4

5 i-graduate - Benchmarking and Comparative Insight The global benchmark for the student experience Implemented by the world s best universities Established in 2005 Implemented by 1400 institutions Used in 30 countries Feedback from over 2.3 million students i-graduate Chairman: Professor Sir Drummond Bone Master, Balliol College, University of Oxford Former Vice Chancellor, University of Liverpool Former President, Universities UK 5

6 i-graduate: 2016 Market Leading Insight 6

7 Today s focus Recruitment/ Management Destination attractiveness Agent Profile ICEF Agent Barometer Scope of Activity Placements Best Study Destination Marketing Student Concerns 7

8 The i-graduate ICEF Agent Barometer Online survey developed in partnership by i-graduate & ICEF Established in 2007, the ICEF Agent Barometer has tracked the opinions of agents across the world for 10 years The 2016 study ran during September - October Overall 1,111 agents responded from 108 countries 8

9 Survey: Incentives 11

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11 Summary of agent demographics 1,111 agents responded from 108 countries 12% India Nepal Brazil Canada 28% 7% Russia Pakistan Vietnam Australia Nigeria China Mexico Italy 2% 2% 2% 2% 2% 2% 2% 3% 3% 3% 3% 3% 3% 4% 4% UK Saudi Arabia Colombia Ukraine OTHER Turkey Spain Bangladesh Kazakhstan 11

12 Institutions represented of agents represent between 2-30 institutions More than 100 Base No: 1,073 Approximately how many institutions does your company represent? 12

13 Total students placed 2 22% 23% This has increased from 19% in % 1 10% 6% 7% 8% 6% 4% 6% 4% 3% 6% 4% 2% 0% Base No: 822 How many students have you sent in the last 12 months? 13

14 Contracts with institutions 3% 1% Yes, always 21% Yes, sometimes No 7 Don't know Base No: 653 Do you have contracts in place with the institutions you work with? 14

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16 Programme levels University: Undergraduate English Language Programs University: Graduate/Postgraduate MBA Programs University: Foundation Diploma Pre-Masters/Postgraduate Qualifying Program (PQP) Secondary and High School Certificate/Foundation Vocational Diploma/Further Education Work & Study Programs Internships University: Distance Education/Online Learning Work & Travel Programs Other 11% 30% 27% 22% 21% 6 61% 60% 57% 53% 53% 48% 79% 7 80% Base No: 1,076 0% 20% 40% 60% 80% 100% For which programmes do you recruit students? 16

17 Types of language courses General language 79% Language for academic purposes 6 IELTS preparation 57% Business/Professional language 43% TOEFL preparation 28% Cambridge exams preparation Language plus another subject Group study tour Language for High School Language for teachers 19% 16% 16% 1 13% TOIEC preparation Base No: 638 Other 0% 20% 40% 60% 80% 100% What types of language courses do you place students in? 17

18 Sectors of interest for work & study programs (top 10) Hospitality 57% Tourism 52% Financial Services Software Industry Healthcare 32% 31% 3 Service Industry Automotive Aviation Trade and Retail Events and Fairs Base No: % 20% 19% 18% 16% 0% 20% 40% 60% 80% 100% Which sectors are most interesting for work & study programs in your agency? 18

19 Degree levels of interest for online learning MBA's 49% Postgraduate taught degrees (MA, MSc.) 41% Undergraduate degrees (BA, BSc, etc.) 34% Foundation Degrees 2 Postgraduate research degrees (PhD, DPhil) 17% Base No: 656 0% 10% 20% 30% 40% 50% 60% Which degree levels are most interesting for online learning in your agency? 19

20 Subject areas of interest for online learning Business-related studies 8 Computer Sciences 32% Hospitality/Tourism 27% Engineering 22% Social Sciences 17% Media-related studies 17% Medicine/Healthcare 13% Natural Sciences 8% Base No: 676 Other 6% 0% 20% 40% 60% 80% 100% Which subject areas are most interesting for online learning in your agency? 20

21 Number of students placed in last 12 months English Language Programs 109,639 University: Graduate/Postgraduate University: Undergraduate Work & Travel Programs Secondary and High School Diploma MBA Programs Vocational Diploma/Further Education University: Foundation Certificate/Foundation Work & Study Programs Pre-Masters/Postgraduate Qualifying Program (PQP) Internships University: Distance Education/Online Learning 26,720 23,812 9,377 11,436 10,857 9,580 9,728 6,540 4,967 7,178 6,237 3, , , , ,000 How many students have you sent in the last 12 months? 21

22 Number of students placed in the last 12 months: 5 year trend data Number of placements 2016 (897) 2015 (1358) 2014 (912) 2013 (995) 2012 (776) Total 207, , , , ,734 Schools 11,436 16,202 39,419 26,523 12,500 Vocational Education 9,728 9,546 16,259 15,978 15,646 Foundation 6,540 8,811 16,080 11,189 12,489 Undergraduate 23,812 32,692 42,923 31,575 33,347 Graduate/Postgraduate 26,720 40,386 46,461 35,879 31,895 MBA Programmes 9,580 11,678 13,209 21,835 8,031 Work & Travel 9,377 20,217 21,861 1,006 19,296 Language Courses 109, , , , ,530 Distance education/online learning 895 1,505 1,165 12,780 No data How many students have you sent in the last 12 months? 22

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24 How many students expect to place in next 12 months by Programme Work & Study Programs (225) 3% 14% 83% University: Graduate/Postgraduate (572) 3% 1 82% University: Undergraduate (610) 2% 16% 82% Diploma (425) 3% 19% 78% Secondary and High School (399) 6% 17% 77% MBA Programs (469) 3% 20% 77% Internships (192) 20% 7 English Language Programs (670) 6% 19% 7 Work & Travel Programs (149) 6% 20% 74% University: Foundation (431) 22% 73% Vocational Diploma/Further Education (325) 3% 24% 73% Pre-Masters/Postgraduate Qualifying Program (PQP) (401) 4% 24% 72% University: Distance Education/Online Learning (129) 2 70% Certificate/Foundation (349) 2 69% 0% 20% 40% 60% 80% 100% Less The same More In the coming 12 months do you expect to send: 24

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26 Main concerns/questions/complaints - BEFORE departing 70% 60% 50% 58% 52% 4 44% Base No: % 30% 20% 10% 29% 22% 12% 0% What are the main concerns/questions/complaints students and parents have? 26

27 Main concerns/questions/complaints BEFORE AND AFTER departing 70% 60% 58% Base No: % 50% 4 44% 40% 36% 39% 30% 20% 26% 20% 14% 29% 22% 23% 12% 21% 10% 0% Financial difficulties Difficulty with language Personal Safety Difficulty with accommodation Cultural difficulties Difficulty with the program Difficulty with teaching staff What are the main concerns/questions/complaints students and parents have? 27

28 Student mobility concerns 2 No Yes 7 Base No: 718 Have you experienced any student mobility concerns/difficulties in 2016? 28

29 Student mobility concerns year-on-year : 90% 80% 70% 60% 50% 40% 30% % % % Study visa Financial Global Economic Situation Global Political Situation Work visa Safety Accreditation Insurance Other 2009 The study visa concerns appear to be experiencing an upturn, as well as concerns with safety What are the main concerns/questions/complaints students and parents have? 29

30 Study Visa concerns Canada USA United Kingdom Australia New Zealand Germany Ireland France Italy Russia Malta Spain Switzerland The Netherlands Malaysia Singapore Japan India China South Africa Philippines South Korea UAE Thailand Indonesia Hong Kong SAR 8% 7% 7% 6% 4% 4% 3% 2% 2% 2% 2% 10% 10% 1 22% 0% 10% 20% 30% 40% 50% 60% In which countries did you experience these concerns/difficulties (Study Visa)? 39% 42% 48% 5 Base No:

31 Global Political Situation United Kingdom USA Australia Russia Germany France Canada New Zealand Malaysia Spain The Netherlands Japan Ireland Hong Kong SAR China 10% 8% 6% 6% 6% 4% 4% 2% 2% 2% 2% 2% 2% 31% 37% Base no: 51 0% 10% 1 20% 2 30% 3 40% 4 50% 5 In which countries did you experience these concerns/difficulties (Global Political situation)? 31

32 Impact of Significant International Events in 2016 on Recruitment Re-direction 60% 50% 49% 40% 36% 3 30% 20% 20% 20% 20% 17% 10% 9% 9% 8% 7% 7% 6% 6% 6% 4% 4% 3% 3% 2% 2% 0% 1% Increase of student interest to this market Base no: 645 With a number of significant international events in 2016, have you experienced any market and student recruitment re-direction in the below countries? 32

33 Impact of Significant International Events in 2016 on Recruitment Re-direction 60% 50% 49% 40% 36% 3 30% 20% 10% 0% 20% 22% 24% 20% 20% 20% 19% 17% 17% 14% 13% 1 9% 10% 12% 11% 12% 12% 9% 10% 10% 10% 8% 7% 9% 7% 6% 6% 6% 7% 8% 7% 4% 6% 7% 4% 2% 3% 3% 2% 2% 1% Increase of student interest to this market Maintained student interest to this market Base no: 645 With a number of significant international events in 2016, have you experienced any market and student recruitment re-direction in the below countries? 33

34 Impact of Significant International Events in 2016 on Recruitment Re-direction 60% 50% 49% 40% 36% 3 30% 20% 10% 0% 20% 8% 29% 22% 24% 20% 20% 20% 19% 17% 17% 14% 14% 1 12% 13% 9% 10% 12% 11% 12% 12% 9% 9% 10% 10% 10% 10% 8% 7% 9% 7% 7% 6% 7% 7% 8% 6% 6% 6% 7% 8% 7% 6% 6% 7% 8% 7% 6% 4% 6% 7% 6% 6% 4% 2% 2% 3% 3% 2% 2% 1% Increase of student interest to this market Decrease of student interest to this market Maintained student interest to this market Base no: 645 With a number of significant international events in 2016, have you experienced any market and student recruitment re-direction in the below countries? 34

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36 Marketing for institutions (top 10) Quick response times to enquiries and applications and regular communication updates (582) 93% Agent manual with fees and information (572) 91% Prompt payment of commissions (565) 90% Agent training workshops organised in the destination country (545) Financial support schemes, including scholarship/bursary schemes (545) Availability of an online application service (542) 87% 87% 87% Participation in an Agent Incentive scheme (534) Having guaranteed entry to specific education institution programs (533) Regular visits by you and/or your staff to the education institution (529) An online application form which guarantees me VIP service (provided all supporting documents have been % 80% 8 90% 9 100% Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 36

37 Marketing Promotional materials and campaigns Participation in education exhibitions in your country (618) 8% 38% 49% Marketing and visits to local schools/colleges (612) 6% 6% 43% 46% Individual institution brochures in English and your own language (627) 10% 42% 43% School/College profiles in your own agency brochure or handbook (616) 6% 10% 47% 38% Institution profiles on commercial websites/websites available in your native languages (598) 7% 19% 41% 33% Regular e-newsletters or e-zines sent to students (599) 7% 18% 48% 27% Giveaways (e.g. pens, keyrings, mouse pads, etc.) (597) 8% 2 42% 24% Editorial or Advertorial in local newspapers or magazines (590) 7% 24% 46% 23% 0% 20% 40% 60% 80% 100% Very unimportant unimportant important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 37

38 Marketing Packages and Offers Financial support schemes, including scholarship/bursary schemes (623) 6% 7% 30% 57% Having guaranteed entry to specific education institution programs (603) 7% 37% 51% 24 hour turnaround on admissions documents (606) 7% 8% 34% 51% An online application form which guarantees me VIP service (provided all supporting documents have been received) (607) 6% 9% 36% 49% Making packaged offers which include English language/elicos plus institution entry (588) 7% 12% 43% 38% 0% 20% 40% 60% 80% 100% Very Unimportant Unimportant Important Very Important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 38

39 Marketing People and Staff Student leads provided to you by institutions (594) 6% 8% 40% 46% A local representative office to provide support to your recruitment activities (621) 9% 21% 28% 42% Regular visits to your office(s) by representatives (618) 7% 16% 42% 3 Marketing and Recruitment staff who speak the local language (615) 9% 26% 33% 31% Authority from institution for you to sign letters of offer (585) 11% 2 34% 30% 0% 20% 40% 60% 80% 100% Very Unimportant Unimportant Important Very Important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 39

40 Marketing Services Quick response times to enquiries and applications and regular communication updates (623) 6% 1% 20% 74% Prompt payment of commissions (618) 6% 3% 29% 62% Agent manual with fees and information (624) 6% 2% 30% 62% Agent training workshops organised in the destination country (627) 6% 7% 3 52% Availability of an online application service (622) 6% 7% 36% 51% Participation in an Agent Incentive scheme (603) 6% 39% 49% Agent training courses via the internet (616) 11% 39% 4 Regular visits by you and/or your staff to the education institution (622) 9% 42% 43% 0% 20% 40% 60% 80% 100% Very Unimportnt Unimportant Important Very Important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 40

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42 Best study destination for English language courses Language courses (602) USA 12% Ireland 4% Other 6% United Kingdom 3 Country Rank Rank Rank Rank Rank Rank Rank UK Australia Canada USA Canada 21% Australia 22% Which study destination is best for language courses? 42

43 Best study destination for Secondary and high schools Secondary and High School (480) New Zealand 7% Other 8% Country Rank Rank Rank Rank Rank Rank Rank Canada UK USA Australia New Zealand Australia 11% Canada 3 USA 19% United Kingdom 20% Which study destination is best for Secondary and high schools? 43

44 Best study destination for Vocational Diploma/Further Education Vocational diploma / Further education (403) New Zealand Other 10% Country Rank Rank Rank Rank Rank Rank Rank Australia Canada USA New Zealand United Kingdom 8% Australia 36% USA 8% Canada 33% Which study destination is best for Vocational Diploma/Further Education? 44

45 Best study destination for Foundation Programmes (University) University: Foundation (433) Country Rank 2016 Rank 2015 Rank 2014 Rank 2013 Rank 2012 Rank 2011 Rank 2010 UK Australia Canada USA 14% Other 12% United Kingdom 32% USA Canada 19% Australia 23% Which study destination is best for the following for Foundation Programmes University? 45

46 Best study destination for Undergraduate Study (University) University: Undergraduate (524) New Zealand 2% Germany 3% Other 8% USA 32% Country Rank Rank Rank Rank Rank Rank Rank USA Canada Australia UK United Kingdom 1 Australia 16% Canada 24% Which study destination is best for Undergraduate Study (University)? 46

47 Best study destination for Graduate/Postgraduate Study (University) University: Graduate/ Postgraduate (492) Germany 3% Other 4% Country Rank Rank Rank Rank Rank Rank Rank USA Canada Australia UK New Zealand 3% United Kingdom 14% USA 37% Australia 18% Canada 21% Which study destination is best for Graduate/Postgraduate Study? 47

48 Best study destination for MBA Programmes University: MBA (466) Country Rank 2016 Rank 2015 Rank 2014 Rank 2013 Rank 2012 Rank 2011 Rank 2010 USA UK Australia Canada Other 10% Canada 14% USA 41% Australia 1 United Kingdom 20% Which study destination is best for MBA Programmes? 48

49 Best study destination for Work & Travel Programmes University: Work and Travel (321) Country Rank Rank Rank Rank Rank Rank Rank USA Canada Australia New Zealand UK ew Zealand 7% United Kingdom 6% Other 13% USA 3 Australia 19% Canada 20% Which study destination is best for Work & Travel Programmes? 49

50 Best study destination for Work & Study Programmes Work and Study Programmes (378) Germany 3% Other 10% New Zealand United Kingdom 6% Canada 28% Country Rank 2016 Rank 2015 Rank 2014 Canada Australia USA UK New Zealand Ireland 9% USA 17% Australia 22% Which study destination is best for Work & study Programmes? 50

51 Best study destination for Certificate/Foundation Certificate/Foundation (416) Country Rank 2016 Rank 2015 Rank 2014 Australia Germany New 2% Zealand 4% USA 11% Other 7% Australia 27% Canada UK USA New Zealand United Kingdom 22% Canada 27% Which study destination is best for Certificate/Foundation? 51

52 Best study destination for Internships Internships (357) Country Rank 2016 Rank 2015 Rank 2014 New Zealand 3% Other 1 Germany 3% Ireland 4% United Kingdom 10% Australia 17% Canada 26% USA 22% Canada USA Australia UK Which study destination is best for Internships? 52

53 Best study destination for Diplomas Diplomas (435) New Zealand 7% Malaysia 2% Other 8% Country Rank 2016 Rank 2015 Rank 2014 Canada Australia UK USA New Zealand United Kingdom 7% Canada 43% USA 8% Australia 2 Which study destination is best for Diplomas? 53

54 Best study destination for Pre-Masters/Postgraduate Qualifying Programmes (PQP) Pre-Masters/Postgraduate Qualifying Program (PQP) (398) Country Rank 2016 Rank 2015 Rank 2014 UK Other 11% UK 29% USA Canada Australia Australia 17% Canada 17% USA 26% Which study destination is best for Pre-Masters/Postgraduate Qualifying Program (PQP)? 54

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56 Trends in overall attractiveness: emerging markets Japan '16 Japan '15 Japan '14 Japan '13 Japan '12 18% 17% 12% 13% 12% 52% % 31% 3 34% 3 9% 8% 7% 9% 9% Malaysia '16 Malaysia '15 Malaysia '14 Malaysia '13 Malaysia '12 13% 11% 9% 9% 11% 37% 39% 38% 38% % 37% 37% % 16% 19% Singapore '16 Singapore '15 Singapore '14 Singapore '13 Singapore '12 12% 14% 11% 12% 11% 49% 4 47% 47% 42% 26% 28% 31% 28% 31% 13% 13% 12% 13% 16% Thailand '16 Thailand '15 Thailand '14 Thailand '13 Thailand'12 7% 2% 27% 2 19% 18% 23% 44% 47% 52% 51% 48% 22% 23% 24% 2 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: 56

57 Trends in overall attractiveness: traditional markets USA '16 USA '15 USA '14 USA '13 USA '12 Australia'16 Australia '15 Australia '14 Australia '13 Australia '12 Canada '16 Canada '15 Canada '14 Canada '13 Canada '12 UK '16 UK '15 UK '14 UK '13 UK '12 New Zealand '16 New Zealand '15 New Zealand '14 New Zealand '13 New Zealand '12 48% 39% % 32% 59% 60% 48% 53%58% 67% 73% 77% 77% 73% 64% 66% 67% 69% 64% 63% 64% 63% 64% 48% 41% 51% 54% 54% 27% 28% 29% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: 37% 33% 31% 43% 37%34% 26% 20% 17% 16% 20% 29% 27% 27% 23% 28% 4% 3% 4% 6% 10% 4% 3% 9% 10% 11% 10% 10% 2% 1% 2% 1% 2% 3% 2% 3% 3% 3% 3% 4% 3% 4% 4% 4% 4% 4% 3% 4% 4% 57

58 Overall attractiveness of Study Destinations in 2016 Canada (629) USA (613) Australia (605) United Kingdom (576) New Zealand (482) Germany (472) Ireland (447) Switzerland (362) Spain (361) Malta (368) Japan (322) The Netherlands (328) Italy (359) France (425) Malaysia (310) Singapore (307) UAE (279) South Korea (279) South Africa (297) China (329) Russia (295) Thailand (251) Hong Kong SAR (245) India (281) Philippines (253) Indonesia (240) 16% 1 13% 12% 11% 11% 10% 9% 8% 7% 7% 3% 11% 48% 39% 31% 30% 21% 20% 19% 18% 18% 33% 27% 27% 26% 20% 69% 67% 59% 37% 39% 33% 36% 49% 49% 48% 58% 59% 50% 52% 5 61% 61% 39% 44% 37% 48% 57% 58% 40% 44% 48% 3 30% 39% 37% 33% 26% 32% 23% 26% 16% 16% 23% 22% 19% 19% 21% 3% 2% 4% 10% 9% 9% 9% 1 13% 20% 17% 17% 10% 19% 22% 18% 29% 31% 38% 3% 3% 8% 9% 9% 4% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: 58

59 Overall attractiveness of Study Destinations in 2016 USA (613) Canada (629) Australia (605) Germany (472) Ireland (447) New Zealand (482) United Kingdom (576) Switzerland (362) Spain (361) Italy (359) France (425) The Netherlands (328) Japan (322) Malta (368) Singapore (307) China (329) Malaysia (310) UAE (279) South Africa (297) South Korea (279) Russia (295) Thailand (251) Hong Kong SAR (245) India (281) Philippines (253) Indonesia (240) 14% 2 34% 34% 32% 50% 50% 46% 44% 41% Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: Note: Excludes respondents that indicated they Do not know 61% 58% 79% 78% 77% 76% 73% 69% 69% 93% 92% 92% 88% 87% 87% 8 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 59

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61 Leads from online sources 17% 17% Base No: % 18% 16% 16% 0-10% 10-20% 20-30% 30-40% 40-60% 60%+ What percentage of your leads come from an online source (website, social media)? 61

62 Most important tool in managing business Salesforce (generic) 4% Other 11% Excel 21% Base No: 719 Salesforce (customised) 11% Paper 12% Google Docs/Dropbox 22% Custom in-house technology 19% Which tool is most important in managing your business? 62

63 Contact details Thank you! Please leave your card for a copy of these slides For further information about the Agent Barometer, please contact Miriam Vincken (miriam.vincken@i-graduate.org) For further details of any of our other research services, please contact a member of the i-graduate Research Team (info@i-graduate.org) Where we work: ASIA AUSTRALIA & NEW ZEALAND NORTH AMERICA UK & EUROPE