Western Europe The Lost Continent Educational Trends and Recruitment Strategies

1
Western Europe The Lost Continent?
Educational Trends and Recruitment Strategies

• NAFSA National Conference
• Baltimore, MD
• May 26, 2004

2
Agenda

• Welcome
• Introductions
• Germany
• Norway
• Sweden
• UK
• European Student Recruitment
• Questions

3
Presenters

• Tove Lain Knudsen
• US-Norway Fulbright Foundation for Educational
  Exchange
• Joakim Friske
• CIS, Sweden
• Kurt Gamerschlag
• College Council, Germany
• Natasa Blecic
• ACCENT INTERNATIONAL, UK
• Susan Whipple
• Marquette University, Wisconsin, USA

4
Germany

• Kurt Gamerschlag
• College Council
• Berlin

5
Basic Statistics Germany

• Population 82.5 million
• per capita GDP 26,600
• 4.5 million unemployed
• Biggest cities
• Berlin 3.4 million
• Hamburg 1.7 million
• Munich 1.1 million
• Cologne 1.0 million

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Educational System of Germany

• Compulsory Schooling 6 - 18 (12 years)
• 4.2 million students in secondary education in
  ca. 17,500 schools
• 1.6 million students in vocational education
• 1.9 million students in tertiary education in ca.
  340 institutions of higher education

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Educational Trends in Germany

• Full support for European initiatives and the
  Bologna Process towards transparency and
  comparability in higher education in Europe
• 50 of German HE institution are already working
  with the ECTS credit point system
• Bachelor and Master programs are being introduced
  replacing old German qualifications and
  certifications
• English language as course language is gaining
  fast in all levels of university studies
• Exchange programs on all levels are heavily
  supported by the European Communiy
• 2nd and 3rd language learning from primary school
  onwards is encouraged
• English is absolutely favored. French and Spanish
  next

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Financing Education

• Traditionally state funded
• Tuition-based in private sector Vocational
  Education
• Debate on tuition and student financing in
  vocational and tertiary education
• Student Loan system BAFOEG only covers 25 of
  students
• New bank-based system Bildungskredit offers
  loans of up to EUR 7,200
• 66 of the student population have jobs to earn a
  living of ca. EUR 700/month
• family support is very common

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Academic Studies

• Ca. 60,000 students are studying abroad. More tha
  60 study in Europe
• 9,000 to 10,000 students go to the U.S to study.
  Numbers decreasing
• 3,000 to 4,000 students are on Internships in the
  U.S.
• 10,000 students are on High School Exchanges
• Favorite subjects are Business Studies and
  Economics, Technology and all subjects under
  American Studies

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Study USA Information

• Main sources are the U.S. Embassy website under
  Education USA, the International Offices of the
  universities, and the DAAD publications, mostly
  web-based
• the University of Applied Sciences Hannover runs
  an excellent web-link page to all manner of U.S.
  institutions
• U.S. universities and colleges run their own web
  pages
• Internet college program brokers
• Language Travel agencies
• Face-to- Face orientations and information are
  becoming rare
• Fulbright Germany traditionally does not have a
  general Study Advising role
• Only a few dozen American colleges and
  universities bother to attend direct marketing
  events like the College Day

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Remedy for declining enrolment

• Presence of US universites and colleges in
  Germany through strong and specialized agents
• Coordinated group efforts in marketing rather
  than everyone for his own
• self-raised funding for program marketing rather
  than waiting for public money.

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NORWAYU.S.-Norway Fulbright Foundation for
Educational Exchange

• Tove Lain Knudsen
• Program Officer/Student Adviser

13
Norway Quick Facts

• Population 4,5 mill.
• Area Slightly larger than New Mexico
• Shortest distance north-south New York City
  Miami, FL
• Languages Norwegian, Saami.
• High level of English competence

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Norway Education

• Part of Bologna Declaration (32 system)
• Links
• www.nokut.no
• http//www.odin.dep.no/ufd/engelsk/bn.html
• Bologna Declaration
• www.wes.org/ewenr/04Jan/Feature.htm

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Norwegians Studying Abroad I
Goal International exchange opportunities for
all students as part of their Norwegian degree
- Ministry of Education
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Norwegians Studying Abroad II
Also recruiting Canada, Ireland, NZ
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Norwegians Studying Abroad III

• A majority receives funding from the State
  Educational Loan Fund, www.lanekassen.no
• Amounts From 11,500-25,000 (depending on field,
  accred.)
• NO financial support for Freshman year (with a
  few exceptions)
• NO financial support for Associate Degrees

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Norwegian students in the US...

• 9 out of 10 students satisfied with academic
  quality
• Experience in the US exceeded expectations 50
• 3 out of 4 students socialize with students from
  the US on a daily or weekly basis
• Jannecke Wiers-Jenssen Over bekken etter vann
  http//www.nifu.no/publikasjoner/2003.html
• 2003 report on Norwegians studying in Australia,
  UK, France, Denmark, and the US.

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Declining numbers why?

• Visa interview required
• Computer based test centers closed only paper
  based tests
• High tuition costs
• Complicated application process
• Politics?
• INCREASED COMPETITION!!

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What can be done?

• Maintain a presence (fairs, alumni organizations,
  recently returned students, etc) FEW US SCHOOLS
  RECRUIT ACTIVELY IN NORWAY
• Accept both TOEFL and IELTS
• Bologna Agreement, 3-2 system maintain
  flexibility
• Internationalize website, application papers
• Know your market - work with your OSEAS
  colleagues!

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Joakim Frisk, Executive Director www.cis.nu
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CIS-Center for International Studies

• Established in 1991
• Helps over 800 Swedish and 300 US students abroad
  each year
• Offices in Stockholm Gothenburg, Sweden and
  Northampton, MA-USA
• All staff has studied or worked abroad
• Professional, ethical and quality focused
• Member of professional associations
• Require training of staff before working with an
  institution
• Require on campus visit before working with an
  institution

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SWEDEN-Country facts

• Population 8,9 million
• Government Constitutional Monarchy
• Educational System
• - Primary and Lower Secondary School
• - Compulsory education for nine years. Starts
  when 6 years old
• - Upper Secondary School (High School) - 3
  years
• Higher Education system (Free tuition)
• - KY 1-2 years (Vocational Education)
• - Kandidat-examen 120 points (6 semesters)
• - Magister-examen 160-180 points (8-9 semesters)
• 26 Government-funded universities, no private

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Student population

• 320 000 Upper Secondary (High School) students
• 300 000 University students
• 15 000 Vocational Education students

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Study Abroad trends-where do Swedish students go?

• Total number of students studying abroad
• 2002-2003 28 132
• Most popular destinations
• Great Britain - 5 655
• USA - 4 154
• Australia - 3 018
• Spain - 3 659
• Includes free-movers, Erasmus, exchange, etc
• Source CSN-The National Board of Student Aid

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How do students finance their studies abroad?
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Opportunities to recruit in Sweden

• Fairs
• SACO Fair in Stockholm and Malmö (November)
• NOLIA Fair in Piteå and Sundsvall (February)
• Knowledge Fair in Gothenburg (November)
• CIS Fair in Stockhom and Gothenburg (September
  and March)-only for CIS partners

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Opportunities contd.

• Advertising (internet traditional paper and
  magazine advertising)
• Direct mail campaigns
• Seminar Tours
• Use of official representative

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Who is recruiting in Sweden?

• All Australian institutions (all work with
  representatives)
• Approx 50 US institutions (most of them work with
  representatives) Very few come on their own to do
  seminar tours and attend fairs
• European institutions (Private)

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Summary-Sweden

• Sweden is the secret recruiting country. Scchh!
  Dont tell anyone! ?
• Swedish students Great command of the english
  language, great students academically, motivated
  independent, low maintainance, funded by
  government (approx 19 000)
• The best results are attained by using the right
  representative
• Fairly expensive country to recruit in
• Small market

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CHANGES IN THE UK HIGHER EDUCATIONA SUMMARY

• NATASA BLECIC
• Senior Programs Coordinator
• ACCENT INTERNATIONAL
• Consortium for Academic Programs Abroad
• natasa.blecic_at_accentintl.com

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RECENT DEVELOPMENTS

• TOP UP FEES
• ADMISSIONS POLICY

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TOP UP FEES

• UP TO 3,000
• FIXED FEES TILL 2010
• REPAYMENT AFTER GRADUATION
• MAINTENANCE GRANTS FOR STUDENTS FROM LOW INCOME
  FAMILIES

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ADMISSIONS

• THE SCHWARTZ REPORT
• Transparency
• Reliability and validity
• Selection for merit
• Potential and diversity
• The minimising of barriers
• Professionalism

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COLLEGE DAY
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US RECRUITMENT IN THE UK

• FAIRS
• VISITS
• CLOSE CONTACT WITH SCHOOLS

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USEFUL WEBSITES

• DEPARTMENT OF EDUCATION AND SKILLS
• www.des.gov.uk/
• HIGHER EDUCATION AND RESEARCH OPPORTUNITIES
• www.hero.ac.uk
• INDEPENDENT SCHOOLS
• http//www.hmc.org.uk/hmc/groups/schools/?verblis
  t
• SECONDARY SCHOOLS
• www.dses.gov.uk/leagateway/

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European Student Recruitment

• Susan Whipple
• Assistant Director, Office of Campus
  International Programs
• Marquette University
• Susan.whipple_at_marquette.edu

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Trends in Western European Student Flows to the
US

• In 2002-2003 there was a -6.1 decrease in the
  number of Western European Students studying in
  the US as compared to 2001-2002
• Austria, Belgium, Denmark, Finland, France,
  Germany, Greece, Iceland, Italy, Liechtenstein,
  Malta, Monaco, Netherlands, Norway, Portugal,
  Spain, Sweden, Switzerland, UK all experienced
  declines
• Andorra, Gibraltar, Ireland, Luxembourg, San
  Marino, Vatican City all experienced increases
• Source Open Doors 2003

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Rank Order by Country of Origin per Open Doors

• 2002-2003
• 11. Germany
• 13. UK
• 18. France

• 2001-2002
• 11. Germany
• 13. UK
• 2000-2001
• 11. Germany
• 13. UK

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IEP Enrollment

• IEP enrollment declined -38.4 overall in
  2002-2003
• 15 of IEP students were from Europe in 2002-2003
• 13 of IEP students were from Europe in both
  2001-2002 and 2000-2001

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IEP Enrollment

• 2002-2003
• 5. Switzerland
• 7. France
• 9. Germany
• 10. Italy
• 16. Spain

• 2001-2002
• 11. Italy
• 13. France
• 14. Switzerland
• 15. Germany
• 17. Spain
• 2000-2001
• 8. Italy
• 13. France

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Sources for Western European Students in US

• Reciprocal Exchanges
• Recruitment Tours
• School Visits
• Solo or Small Group Tours
• Fairs
• OSEAS Centers

• Athletics
• Word of Mouth
• Alumni
• Current Students
• Internet
• Guide Books
• Local Exchange Students (in US)
• Outsourcing

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Additional Sources for Recruiting Western
European Students

• FAIRCO.com
• Comprehensive listing of ALL recruitment fairs
• Membership (password) required
• OACAC Conference
• 9 to 10 July 2004, Toronto, Canada
• http//www.oacac.com/conference.htm
• NACAC Conference
• 30 September to 2 October, Milwaukee, Wisconsin
• http//www.nacacconference.com
• ECIS Conference
• 18 to 21 November 2004, Nice France
• http//www.ecis.org/events/Conferences/nov.htm
• OSEAS Advisors and REAC Presentation
• Directory of Overseas Educational Advising
  Centers

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A Sampling of Fall 2004 Fairs in Western Europe

• London Saturday October 2
• Paris Sunday October 3
• Brussels Monday October 4
• Geneva Tuesday October 5
• Zurich Wednesday October 6
• Berlin Saturday October 16
• Oslo Sunday-Monday Oct. 31 Nov. 1
• Stockholm Thursday-Friday Nov. 18-19
• Malmo Wednesday November 24

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The Future of Western European Student Recruitment

• Increased number of reciprocal exchanges
• Will student numbers continue to decrease?
• Will IEP numbers continue to increase?
• What impact will higher fees in UK have on
  student movement?
• What role with politics play?
• Will more US colleges and universities recruit in
  Western Europe as a result of this presentation?

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• Questions?

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Presenter Contact Information and Powerpoint

• Contact information for presenters is available
  on the yellow handout
• The presentation will be posted to the
  U.S.-Norway Fulbright Foundation for Educational
  Exchange website
• http//www.fulbright.no

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• Thank you.