India increasingly important for student recruitment

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Information about India increasingly important for student recruitment
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Published on March 4, 2014

Author: highereducationmarketing

Source: slideshare.net

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How important is India for your student recruitment?

India Increasingly Important for Student Recruitment India Increasingly Important for Student Recruitment Slide 1

India Increasingly Important for Student Recruitment Overview India’s Importance 2) Effects of the Rupee's Recent Depreciation 3) Canadian Recruitment in India 4) Indian Student Recruitment Strategy 5) Partnerships and Long Term Strategy 6) Conclusions 1) Source: Higher Education Marketing – India Increasing Important in Student Recruitment Slide 2

India Increasingly Important for Student Recruitment 1. India’s Importance  After China, India is the largest source country for international students.  With over half of its 1.27 billion population under the age of 25 and a growing middle class hungry for higher education, it's no surprise that colleges and universities from around the world are clamouring for the market.   While India's education minister seeks to increase the college-going rate to 30 percent over the next decade, its 400 universities can currently accommodate fewer than 10 million students. This surplus demand leads hundreds of thousands of young Indians to pursue higher education overseas each year. Source: Higher Education Marketing – India Increasing Important in Student Recruitment Slide 3

India Increasingly Important for Student Recruitment 2. Effects of the Rupee's Recent Depreciation   The drastic decline of the rupee's value in recent months may not have greatly impacted enrolment abroad this year but if it doesn't recover, it is likely to influence next year's numbers. At a recent U.S. universities fair in Hyderabad, however, students and their parents appeared as eager as ever to secure that coveted overseas degree.  Organizers actually noticed a rise in the number of enquiries. Source: Higher Education Marketing – India Increasing Important in Student Recruitment Slide 4

India Increasingly Important for Student Recruitment 3. Canadian Recruitment in India    Top graduate programs in the U.S. and U.K. have traditionally been preferred destinations but recent recruitment pushes from Australia and Canada are succeeding in attracting the increasing undergraduate demographic. According to Citizenship and Immigration Canada, the number of Indian students in Canada rose to 13,133 in 2012 compared to 12,112 in 2011 and 5,709 in 2009. International students value Canada's relatively lower tuition fees, low living expenses and lenient visa requirements.  Jobs and immigration are key priorities for Indian students, increasingly concerned about an education's return on investment Source: Higher Education Marketing – India Increasing Important in Student Recruitment Slide 5

India Increasingly Important for Student Recruitment 4. Indian Student Recruitment Strategy  A range of marketing tools, including education fairs, school visits, and local business offices help to generate awareness through direct contact with targeted students in the initial promotion stage.  The Canadian government's Edu-Canada Pro resource site can be useful in directing promotional efforts to the right target audience, including upcoming recruitment fairs and cost-sharing marketing materials.  Due to the complexity of the market and risk of fraudulent applications, careful screening of academic credentials, language proficiency, personal recommendations and financial standing is necessary.  Personalized interactions facilitate positive communications and can prevent potential problems from occurring. Source: Higher Education Marketing – India Increasing Important in Student Recruitment Slide 6

India Increasingly Important for Student Recruitment 4. Indian Student Recruitment Strategy    As internet penetration and smartphone usage is rapidly rising in India, promotional material and social media activity should direct prospects to your India-tailored website. Social media marketing enhances institutional and is increasingly more effective than print advertising or recruitment fairs. Social media strategies include:  Building awareness with PPC marketing for higher education  Observing target audience preferences to segment into relevant groups  Generating localized content for sharing, track with Analytics and optimize  Creating online contests to develop brand recall and engagement Source: Higher Education Marketing – India Increasing Important in Student Recruitment Slide 7

India Increasingly Important for Student Recruitment 5. Partnerships and Long Term Strategy   Institutions are looking beyond ephemeral market conditions to seek long term partnerships and deepened research ties. Interested institutions must meet the following conditions:     Not for profit In existence for at least 20 years Accredited by a reputable organization Be ranked in the top 400 in one of three global rankings: the UKbased Times Higher Education or Quacquarelli Symonds (QS) rankings, or the Shanghai Jiao Tong University Academic Ranking of World Universities  Offer course content as good as that offered via their main campuses  Not repatriate money earned on Indian soil or distribute profit or dividends to members Source: Higher Education Marketing – India Increasing Important in Student Recruitment Slide 8

India Increasingly Important for Student Recruitment 6. Conclusions   Demographic trends that forecast shrinking North American high school numbers while India quickly becomes the most populous country in the world, highlight an urgency for international recruitment. Smart institutions are investing in relationship building and growing overseas alumni communities to seek the gradual benefits of campus diversity, international prestige, and financial rewards. Source: Higher Education Marketing – India Increasing Important in Student Recruitment Slide 9

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