1. Maximising PG Potential From China Understanding Postgraduates: An Overview October 2010

2. Our Segmentation report allows senior management to gauge the attractiveness of student segments and begin to develop winning marketing strategies EVOLUTION has conducted qualitative research amongst Chinese students already abroad and undertaken a comprehensive survey of 1,000 mainland Chinese residents aged 16-40 years who are currently considering a post-graduate degree overseas This robust research provides you both an actionable segmentation framework to identify the differing needs of students from China interested in overseas postgraduate courses In addition to the core report, Evolution offers customised tabular output and bespoke interpretation and consultancy services 2

3. Delivering an Actionable Segmentation Our segmentation team has over 50 years of experience delivering actionable segmentation to both corporate and non-corporate clients Their outputs provide a basis for developing effective strategy and better targeting marketing resources This actionable segmentation report includes ... Identification of key segments of Chinese students interested in (and qualified for) postgraduate education abroad Detailed profiles of each segment using our proprietary frameworks Day-in-the-life stories to bring each segment to life Robust supporting data dashboards synthesising key data into easy to digest format Segmentation framework to facilitate targeting and focused marketing activity Summary of strategic implications Available as 150 slide PowerPoint presentation with executive summary in Word Launch Date: 18th October 2010 £3,500 (excluding VAT) NB: Discount available for buying both segmentation and student journey mapping together 3 sales@evoinsight.com / +44 (0) 208 906 6775

4. Table of Contents 4

5. List of Chart & Tables (1 of 3) Example included in this summary 5

6. 6 List of Chart & Tables (2 of 3)

7. 7 List of Chart & Tables (3 of 3) For each of the 7 segments we include ...... Selected slides from segment 3 are included in this summary

8. Survey Sample Profile SCR3: Age (n=1000) DEM2: Marital Status (n=1000) SCR4: Gender (n=1000) DEM2A: Living Arrangements (n=1000) DEM3: Children living at home (n=333) 77% of do not have any children 8 Source: Evolution Research: “China PostGrad Opportunity”, June 2010

9. On average potential students are considering 1.9 countries, with English speaking countries dominating PGB11: Which countries are you considering/ would you consider when thinking about postgraduate studies overseas? Top 10 Countries (based on total sample) 9 Source: Evolution Research: “China PostGrad Opportunity”, June 2010

10. There is some variation in perceptions of universities across the “top 5” countries, although academic reputation is a common perception PGB11a/b: Thinking about universities in your first or second choice country, which factors do you believe best characterise universities in [country]? 10 Source: Evolution Research: “China PostGrad Opportunity”, June 2010

11. Synopsis: Segment 3 Currently working while studying part-time. With his employer’s support, he wants to get a post-graduate degree abroad - from a recognised university - to boost his career and salary 11

12. Segment Profiles 12 Segment profiles include a ‘day-in-the-life’ story. This is a synopsis of key data presented in an easy-to-digest format, and as such are usually the ‘point-of-entry’ for people getting to grips with each segment Our segment ‘3D’ is an organising framework that encapsulates the ‘who’; ‘what’; ‘when’, ‘where’ and ‘why’ of the segment. Only by understanding students setting, desired benefits and attitudes, or beliefs, can you effectively intervene to change key behaviours

13. Data Dashboards 13 Each of the profiles is supported by 7 ‘data dashboards’ – graphically representing key data in the same format across all segments Demographics Education Triggers/Sources of Information Countries Considered Courses & Application ‘Needs’ Trade-Off Analysis

14. Report Authors David.Smith@evoinsight.com A Director of Evolution, Dr David Smith's career has combined running different businesses with close involvement with, and a passion for, the education sector. He founded and became CEO of a UK top 10 business research consultancy. He is also a Professor at the University of Hertfordshire Business School. Prior to creating his first business, David was Course Director for the BA Business Studies Degree at the London South Bank University. He has also held part-time, and occasional, teaching posts at leading UK universities, and lectured at various universities around the world. David holds a PhD in Psychology from the University of London. Jennifer Del Carlo David Smith Jen.DelCarlo@evoinsight.com A Director of Evolution, Jen has over 10 years marketing strategy consulting experience, and over 15 years experience in finding and using customer insights. Jen was formerly an associate partner with M2C, Monitor Company's marketing strategy practice, and most recently led Bain & Company's Client Development group. She has a wealth of experience working across geographies, industries, and product categories, developing actionable insights for her clients, and also creating award winning capability building programmes. While a relatively new passion, over the past 3 years she has worked with UK educational charities and institutions on a number of research and strategic initiatives .

15. Contact For more information or to buy this report, please contact our sales team ... Call: +44 (0) 208 906 6775 Email: sales@evoinsight.com Visit our website at ... www.evoinsight.com 15

16. Evolution: An Introduction Making Key Insight Accessible In a world of budget constraint, getting the information you need to make informed business choices is becoming harder, but arguably more important. Evolution offers education decision makers access to the latest, actionable, insight frameworks and strategic thinking, forming the basis of effective growth strategies Sharing the Cost of Knowledge Behind any major proprietary consulting project, is a wealth of actionable knowledge that requires significant budget to generate. Our syndicated model brings you consulting knowledge and insight at a fraction of the usual cost. This insight lays the foundation for your own customised, proprietary, strategies ... The ‘how to win’ for your organisation Creating Marketing Excellence Our clients build on these syndicated knowledge and insight frameworks - as well as drawing on our strategy development and planning expertise - to create their own, bespoke, marketing programs, delivering market leading growth and marketing excellence 16

18. Strategy development workshops and working sessions

19. Country level briefing documents

20. Customised research solutions

21. Capability building and trainingOur team of experienced international consultants delivers high value ‘consulting’ outputs at a fraction of the budget usually associated with these types of projects. Our core outputs are modular reports and presentations designed to provide senior decision makers with the insight and knowledge to make effective business choices Far more than ‘just data’ - our focus on driving to real insight enables HEIs to make business choices more effectively, and to directly link research results to their strategy. In addition to these foundation elements, we offer strategy development workshops, enabling HEIs to craft effective, proprietary, strategy; customised research solutions to focus on areas of specific interest for individual HEIs; and capability building and training to ensure the HEI’s decision making teams have the skills and capabilities to develop ‘winning strategy’ 17