+ = Satisfied, - = Dissatisfied, = Neutral Assessment and + + + + - - + - - - + Feedback Academic Support + + + + + - + + - - + Organisation and + + + + + + + + + + + Management Learning Resources + + - - + + - - - + + Personal + + + + + - - - - -

1. Enriching the learning experience
of International Students
Dr. Aftab Dean
Email: a.dean@leedsmet.ac.uk

2. Successfully recruiting and enriching
the I/S learning experience
FRAMEWORK TO GROWTH OF I/S
NEW CHALLENGES IN
ENRICH I/S RECRUITING I/S
ENRICHING
LEARNING EXPERIENCE Opportunities in India
INTERNATIONAL
OF I/S STUDENT
EXPERIENCE
Challenges faced Effective Marketing tools
by I/S to recruit I/S
WHY I/S CHOOSE TO
STUDY IN THE UK
Copyright: Dr. A. A. Dean, 2012

3. Successfully recruiting and enriching
the I/S learning experience
FRAMEWORK TO GROWTH OF I/S
NEW CHALLENGES IN
ENRICH I/S RECRUITING I/S
ENRICHING
LEARNING EXPERIENCE Opportunities in India
INTERNATIONAL
OF I/S STUDENT
EXPERIENCE
Challenges faced Effective Marketing tools
by I/S to recruit I/S
WHY I/S CHOOSE TO
STUDY IN THE UK
Copyright: Dr. A. A. Dean, 2012

4. Growth of International Students

5. I/S facts
• 3.7 million students studying overseas (2009)
• US is largest recruiter - 691,000 I/S
• UK is second with - 405,805 I/S (HESA)
EU Overseas Total
1996 1997 88124 109940 198064
1997 1998 96424 116840 213264
1998 1999 101995 117290 219285
1999 2000 102510 122150 224660
2000 2001 94575 136290 230865
2001 2002 90135 152625 242760
2002 2003 90580 184685 275265
2003 2004 89545 210510 300055
2004 2005 100005 218395 318400
2005 2006 106225 223855 330080
2006 2007 112260 239210 351470
2007 2008 112150 229640 341790
2008 2009 117660 251310 368970 UK recruitment figures
2009 2010 125045 280760 405805 for non-UK students
2010 2011 130,120 298,110 428230 (HESA,2012)

6. Growth of International Students
350000
300000
250000
200000 EU
Overseas
150000
100000
50000
0
97 98 99 00 01 02 03 04 05 06 07 08 09 10 11

7. Percentage growth of I/S
25.00
20.00
15.00
EU % Growth
10.00
Overseas %
5.00 Growth
0.00
-5.00
-10.00
97 98 99 00 01 02 03 04 05 06 07 08 09 10 11

8. Top EU sending countries
Top 10 EU senders 2010-11 2009-10
Republic of Ireland 16,855 16,595
Germany 16,265 15,425
France 13,325 13,780
Greece 11,630 11,785
Cyprus 11,320 11,160
Poland 7,330 8,415
Italy 7,100 6,650
Spain 5,795 5,720
Romania 4,625 3,190
Bulgaria 4,615 3,395

9. Top non-EU sending countries
Top 10 non-EU senders 2010-11 2009-10
China (PRC) 67,325 56,990
India 39,090 38,500
Nigeria 17,585 16,680
United States of America 15,555 15,060
Malaysia 13,900 14,060
Hong Kong (Special
10,440 9,945
Administrative Region)
Saudi Arabia 10,270 8,340
Pakistan 10,185 9,815
Thailand 5,945 5,505
H
Canada 5,905 5,575

10. New Challenges of Recruiting I/S

11. New competitors
• Singapore
• New Zealand
• China
Country Growth in Indian Students
Canada 280% (2008-2010)
France 20% each year
Germany 15% (2009-2010)
(source: The economic times, 2011)

12. Government Policies the diminish
attractiveness of studying in the UK
• New Visa Restrictions could cut number of I/S
and their dependents by 100,000
• Limit on Post Study Work scheme is causing
many Indian students to look at alternative
destinations

13. Perception of I/S by UK HE

14. Perception of I/S by UK HE
• Currently I/S contribute £8 Billion to UK
economy
• We need to see I/S as a global resource not
global commodity
H

15. Opportunities in India

16. Breakdown of IS studying in the UK
UK
China India United States Nigeria Malaysia Other
18%
51% 13%
8%
5%
5%

17. Future growth of I/S for UK HE
Country Growth Period
India 18% 2011-2015
China* 9% 2011-2015
Nigeria 5% 2011-2015
Malaysia 4% 2011-2015
US 3% 2011-2015
Students in Motion (2011)
Chinese parents invest one third of their income in the children’s education
(Mazzorol and Soutar, 2002)

18. Change in the number of IS coming to
study in the UK
80.00
70.00
60.00
50.00
40.00
30.00
20.00
10.00
0.00
-10.00
-20.00
United Hong
China India Nigeria Malaysia Pakistan
States Kong
UK 0.88 51.00 -1.93 35.47 12.51 9.16 2.91
Million + 0.19 66.33 -8.85 22.86 6.75 -2.98 -10.86

19. Growth of Universities in India

20. Number of Students in HE by State

21. Determining key Cities to recruit
students
Source : (UGC, 2012)
Source : (Census India, 2011)

22. Geographic Targeting of Cities
NORTH
Delhi, Chandigarh, Fari
dabad, Amritsar, Ludhi
ana, Jalandhar, Shimla
, Dehradun
Panaji, Mumbai, Pune, Kolkata, Shillong
Niche/Concentrated
WEST Nagpur, Ahmadabad, Su EAST
rat Marketing Strategy
Bangalore, Hyderabad,
Cochin, Trivandrum, Ch
ennai
SOUTH H

23. Effecting Marketing to recruit IS

24. Marketing to recruit I/S
Use Alumni, Exhibitions, Work with educational ministries;
Overseas visits/presentations; Use social networks; British Council Sample 212

25. Recruitment preference by Region
80
Encourage Alumnit to promote uni
70 Encourage current student to promote uni
Academics accompany international officers
60
Improve Uni website
50 Engage with students on Social networks
Advertise in local newspapers
40
Use poster ads in local university
30
Academics presentations at overseas
colleges
Exhibit at Educational fairs
20
Work with British Council
10
Work with local Agent
0 Develop links with educational ministry
EU Gulf Indian Sub China Asia Africa
Sample 212
Confirmation: Crosstab findings with current expenditure by Region H

26. Reasons why I/S choose to study
in the UK

27. Factors influencing IS to select an overseas
education
(Mazzarol and Hosie, 1996;
personal reasons Lin, 1997; Binsardi and
Ekwulugo, 2003)
Srikatanyoo and Gnoth, 2002;
country image Binsardi and Ekwulugo, 2003)
( Lin, 1997, Mazzarol, 1998, Soutar
institutional image and Turner, 2002; Price et al., 2003)
(Srikatanyoo and Gnoth, 2002;
program evaluation Binsardi and Ekwulugo, 2003)

28. Reasons why Chinese students study abroad:
Pull Factors Category (Dean, 2012)
Institute reputation College
Knowledge of destination City
Support from University Compelling
Recommendations from relatives, Connections
parents and friends
Tuition fees, living expenses and Cost
general costs
Climate, lifestyle, crime, safety Culture
Geographical proximity Country
Family or friends living in the Connections
destination country
Employment prospects Career
Course offers scholarship Course
Adapted from Bodycott (2009, p.354)

29. Pull factors attracting I/S to UK
43 Pull factors
(Dean, 2012)
24 Pull factors
Hung et al., 2005;
Mazzarol and Soutar,
2002)

30. Factors that influence IS to study
in the UK

31. Mean ranking of factors influencing I/S
choice
Theme Factors influences choice to study in the UK N Mean
career q6a enhance career prospects 210 5.84
career q6b qualification is recognised worldwide 210 5.76
career q6c looks good on the CV 211 5.62
career q6f improve language skills 210 5.60
city q6qq city has good shopping facilities 210 5.37
college q6q University has many good services 209 5.27
career q6e earn higher salary 208 5.22
college q6o University has many international students 210 5.05
course q6w course can be completed in short time 211 4.98
city q6pp city has good transportation links 211 4.93
culture q6nn UK is a multicultural society 210 4.88
complimentary q6s easy application procedure 207 4.81

32. Factors influencing I/S by Region
Indian
Theme Factor Influencing Student Choice EU Gulf China Asia Africa
Sub.
career qualification is recognised worldwide * * *
career looks good on the CV * * *
career Improve language skills * * *
connections trust built with the recruiter * * *
country Easy to get a Visa * * *
country weather in the UK * * *
country UK is close to my country * *
country UK has historical links with my country * *
college University has many international students * *
complimentary workshops to help students acquire skills * * *
course course is value for money * * *
course highly qualified staff delivering course * * *
course opportunity to work part time * * * *
cost scholarship available * * *
culture UK has a good social life * *
culture choice of accommodation available * *
culture UK is a safe place * * * *
culture Opportunity to learn western culture * *
culture friendliness of UK people * * * *
culture friendliness of students in the UK * * * *
culture tolerance of British people * *
city city is internationally recognised * * * * *
H
city city has good transportation links * * *

33. Challenges experienced by IS

34. How quickly IS adapt to our culture
and learning style?
Sample Size: 492 students
(209 RG, 283 Post-92)

35. Challenges faced by I/S
Indian S.E.
Theme Challenges experienced by I/S Gulf African Chinese
Sub. Asian
q2b not understanding rules of
Assessment
plagiarism * * * *
Language q2i language communication problems
* *
Tutors q2n having to deal with unfriendly staff
* * * *
q2o lack of communication with
Tutors
academic tutors * * * *
Finances q2p managing personal finances
* * *
q2s Not being aware of different
Accommodation
types of accommodation * * * *
q2t Becoming accustomed to UK
Weather
weather * * * *

36. Discrimination experienced by I/S
30
25
20
15
q4 Student Discrimination
10 q5 Staff Discrimination
5
0
1 EU 2 Gulf 3 Indian 4 China 5 Asia 6 Africa
Sub

37. Helping students overcome
challenges

38. Enhancing the learning experience for IS
Intensity of
Challenge
RESOURCE INVESTMENT
Time H

39. Teaching / Learning Experience
of International Students

40. Students prefer the following
qualities in a tutor
UK students: Overseas Students:
• Approachable; • Inspire students to
• Helpful; achieve their best;
• Care about student • Encourage students;
academic progress; • Approachable;
• Always available; • Respect students;
• Treat students as • Care about student
individuals; academic progress;
Sample 408 students

41. Preferred Teaching activities
that enhance student learning
All students: Overseas students prefer:
• Material available on the • Presentations that include
online portal; video/youtube clips;
• Use of Case Studies; • Group based activities;
• Presentations that include • Tutors who use social
video/youtube clips; media to engage
• Traditional PowerPoint; students;
• Problem solving activities;
Sample 408 students

42. Masters degree students admire
tutors who have:
• Published papers;
• Written books.
• Overseas* students prefer tutors who have
published papers and books.
Sample 408 students

43. NSS experience of Business
School IS

44. Review of International student
responses (all Business Schools)
NSS Themes Gulf African Indian EU EE Nordic Chinese Malay S.E.Asian Turkish Pak
Teaching + + + - + + + + - - +
Assessment and - + - - - - + - - - +
Feedback
Academic Support + + + + - - + + - - +
Organisation and + + + + + + + - - + +
Management
Learning Resources + + - - + + - - - + +
Personal + + + + + - - - - - +
Development
Overall Satisfaction + + + + = - + + = = +

45. Post 92 University International
student results
NSS Themes Gulf African Indian EU EE Nordic Chinese Malay S.E.Asian Turkish Pak
Teaching + + - - - - + - - - +
Assessment and + + - - - - + - - - +
Feedback
Academic Support - + - - - - + - - + +
Organisation and - + - - - - - - - + +
Management
Learning Resources + + - + + - + - - + +
Personal + + - - - - + - - + -
Development
Overall Satisfaction + + - - - - + - - - +
H

46. I/S Enrichment framework

47. I/S MATES enrichment framework
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
MARKET Advertising TRAINING ENGAGEMENT SUPPORT
External External
Macro Micro Internal Action Activities Learning Guidance
Marketing
PEST competitors Activity customised by region pre-activities Pastoral support (guidance) Career Advice
Cultural Organization of cultural
awareness new contacts Metrics online and offline Induction events Alumni Events
Agents customised 9Cs Follow up (4 wks) Academic workshops Cultural Celebrations
Recruitment
officers Curriculum Development
University
activities Pedagogical Innovation
Academic
performance of
IS Language support
Performance of
9Cs Marketing Ambassadors
Alumni
Development
Performance of
new contacts
Investment for continued student loyalty H
Copyright: Dr. A. A. Dean, 2012

48. Thank you. Any Questions

49. Achieving Distinct Excellence
NSS Very poor NSS scores Solution:
Student Challenges Pedagogy, Admin, Expectations Solution:
Lack of commitment to engaging
Internationalisation international students Solution:
ADMIN Perceived as being disorganised Solution:
Staff Overworked Solution:
Current Challenges Now Future