Centre for excellence

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Working With China China Strategy
Marcus Atkinson International Officer
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Working With China China Strategy
Southampton Position Marketing Activity Basic
level More Specific Marketing Activity The Market
and Warnings! The Future
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Working With China China Strategy
Southampton Position
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Position Vs RG Competitors HESA Stats 2003/04
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• Position
• 10th most searched UK University on British
  Council Education web site
• Not bad considering staffing levels
• Birmingham 16 fte
• Nottingham 25 fte 35 JYA, EU, welfare, regional
  offices
• Warwick 22 fte
• Southampton 12 fte
• 2005/06 - Students from China in UK decreased
• 2005/06 - Numbers at Southampton increased
  (485-600)
• Can we pat ourselves on the back?

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Working With China China Strategy
Marketing Activity Basic level
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• Marketing Activity
• Base Level British Council Exhibitions
• Part of a wider exhibition
• 28 countries/regions participating
• Over 300 institutions
• 7 country pavilions
• UK single largest group (102)
• Southampton returned 2004
• Two per year Feb / Oct
• Feb 2T Cities Beijing
• Oct All cities (except obvious non-performers)

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• Marketing Activity
• Base Level British Council Exhibitions
• How effective?
• Difficult to measure!
• General profile raising
• Wide audience Oct first scan stage Feb
  decision stage
• Soton does well compared to other universities
  popular

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Marketing Activity Base Level British Council
Exhibitions Exhibition Statistical
information Oct 2004 Visitors 28,800 Venues
6 Feb 2005 Visitors 31,500 Venues
4 Exhibition Oct 2005 Visitors 30,5000 Venues
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• Marketing Activity
• Base Level British Council Exhibitions
• Invite
• Alumni to help on stand
• All successful applicants
• Other applicants not yet rejected

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Working With China China Strategy
More Specific Marketing Activity
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• More Specific Marketing Activity
• Visits to universities
• Students Union / International Office / Schools
  Departments
• Arranged by Agents, British Council or Soton
  International Office
• Introduce University
• Lectures / Seminars specific or general
• e.g. Dr. David Birks currently visiting PKU /
  Nanjing / NTU

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• More Specific Marketing Activity
• Agents - on the ground representation
• Student interviews
• IO Information, Advice, Guidance
• Other UK university - IOs make offers
• Some schools allow fellow academics to make offers

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• More Specific Marketing Activity
• Agents -
• Currently have agents in
• Beijing x 2
• Shanghai x 2
• Xian x 1
• Shenyang x 1
• Wuhan x 2
• Shenzhen x 1
• Guangzhou x 1
• Chongqing x 1
• UK x 1

• Will appoint agents in
• Harbin
• Xiamen
• Chengdu
• Huangzhou
• Tianjin
• How many can I directly manage?!

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• More Specific Marketing Activity
• Improving and marinating Southampton's position
  In the long term
• Integration and relationship between University
  to University links and
• recruitment

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Working With China China Strategy
The Market and Warnings!
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The Market It has slowed down and will never
return to 2002/ 2003 Visa Applications 2001
-2005
Number of New Enrolments in Chinese Institutions
Number of Students Going Abroad
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• Warning! The competition is hotting up other
  UK universities moving on!
• 2004
• Overall international market dropped 2.2
• UK market share dropped 4 ( from 21 to 17)
• Australia market share grew from 12 to 15 in
  2004
• USA market share grew from 17 to 19 in 2004
• UK visa application dropped 30
• UK visa issued dropped 20
• UCAS UG applications up till 30 June 2005,
  dropped 23.5
• BC web forum dropped 50 03/04 vs 04/05

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• Warning! The competition is hotting up other
  UK universities moving on!
• Growth in Sino-Foreign programmes to continue and
  encouraged
• High quality foreign education resources are
  introduced
• e.g. SOAS run foundation course in Tsinghua
  University
• Increased regional competition (Singapore and
  Malaysia aim to establish
• regional centre for HE attracting student
  from China)

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• Warning! The competition is hotting up other
  UK universities moving on!
• Growing capacity in Chinese universities
  Guangdong have 20 increase in
• places places for 200,000 students
• Government 30 enrolment rate by 2010
• 50 enrolment rate by 2020.
  
• Job market and starting salary not buoyant
• Cost of overseas education - / RMB /

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Working With China China Strategy
The Future
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• How to react to levelling of market and
  competition for market share?
• China is a massive, diverse uneven market
• As areas become mature other areas develop need
  to open up new fronts
• Mature the East and South
• Shanghai Beijing Guangzhou Shenzhen
• Areas of Growth - Central and West
• Tianjin Chongqing Chengdu Wuhan Changsha
  Zhengzhou Xian - Nanning
• Areas showing first signs
• Tibet Xinjiang Gansu Qinghai Yunnan
  Inner Mongolia

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• How to react to levelling of market and
  competition for market share?
• Southampton will need to consider
• Regional office?
• After sales service students study to improve
  employment opportunities
• Joint programmes?
• Positioning
• Developing relationships further joint research
  targeted scholarships
• with key partners (PKU)
• Maintaining relationships one CCC manager one
  IO for whole of China?

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• Working With China there is lots to consider
  and many ways forward!
• Thank You!

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• China TNE Market
• Key growing area and focus for all countries
• 2004 Regulations of the PRC on ChineseForeign
  Cooperation in Running of Schools promulgated to
  standardised administration
• Most provincial government encourage and support
  Sino-Foreign partnerships
• Policies will favour
• Opening of branch campus at HE level
• Setting up of Sino-Foreign joint campus
• Running of joint courses capacity building in
  areas of teaching, materials and courseware both
  HE and VOC sectors
• Setting up of joint scientific research centres
• Joint development of PG education
• Teaching and certification of academic
  qualification
• Joint recruitment initiatives