The latest piece of Hobsons’ research from the Hobsons Insight series examines international students’ perceptions and expectations, comparing students looking to study in the UK to those interested in studying in Australia. We’re particularly focused on the comparative results of the UK and Australia however the findings of this report are invaluable to any institution regardless of geographical location as we know students evaluate a number of courses, institutions and destinations in their process of elimination. Download the full report at http://goo.gl/g4NkVM With over 18,000 survey responses across 195 countries and 198 nationalities, globally, this research is the most robust of its kind. We've unpacked the student perception of teaching quality along with other factors of influence in the student decision-making process to help you devise your content strategy when engaging with students online and offline, through all your marketing and recruitment channels.

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#HobsonsInsights –
Teaching quality
International student marketing and recruitment
Fabian Marrone
VP Marketing
April 2014

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Teaching quality
International student marketing and recruitment

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Teaching Quality is the most
important factor when
evaluating higher education
courses, institutions and
countries in which to study
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16 universities across APAC & UK
18,393 students responded
across 195 countries
and 198 nationalities
by 583 lines of enquiry
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Survey framework

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Demographics

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Almost 60% of
respondents have a
household income of
less than $25k (USD)

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The UK, the USA and
Australia are still the
main three countries
students consider,
no surprises here!

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Motivations for selecting an
institution

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Students choose
subject, country then
institution

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The most important factors when
considering studying overseas.
Top five Bottom five
• Quality of education • Distance from home country
• International recognition of
qualifications
• Ability to get permanent residency in
destination country after studying
• Country’s attitude to
international students
• exposure to culture or life in
destination country
• Safety • Ability to work whilst studying
• Ease of getting a visa • Better job prospects in destination
country/migration to destination
country

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Information gathering, decision
making and application

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74% expect detailed email
responses within three days
71% expect short email
responses within 24 hours

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Students expect
universities to be active on
Facebook, YouTube,
LinkedIn and Twitter

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At application stage,
students would liked to
engage with an institution
through YouTube and
Instagram
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60% of respondents want
to use social media to get
to know other students
who are also applying and
to engage with Alumni

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Almost 60% of every cohort
say they’ll never use an
agent in the search process
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South East Asian favour agent
assistance in the search process,
they also favour Australia over the
UK
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Subjects available to study is the
most important factor for students
intending to study in Australia
followed by scholarships, tuition
fees and academic reputation
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Unpacking and rebuilding the
definition of teaching quality

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Teaching quality is the
most important factor when
selecting an institution

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Academic reputation, course
ranking and student
satisfaction are the overall
greatest determinant for
teaching quality
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The use of technology at
an institution ranks high
(72%) of respondents
believing it’s an important
determinate of teaching
quality
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Using conjoint analysis, the most
influential factors of teaching
quality are annual tuition fees,
course rankings and university
rankings …
Student satisfaction doesn’t drive
decision-making
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‘Instead of just redirecting students to the 'FAQ' page, please take a bit of time
to actually respond along with posting a link to the appropriate place or
answer.’
Prospective Masters’ student, Pakistan
‘A stronger bond between the university and a student is achieved through
social media.’
Prospective student, Pakistan
‘An important factor in the evaluation and selection process is once we get
admitted into the university how flexible and responsive is university in dealing
with problems of international students.’
Prospective undergraduate student, India
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What students say

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‘Give information that is relevant, so that students will feel safe and
encouraged to attend the institution. All the necessary information should be
stated for the student’s convenience.’
Prospective undergraduate student, Papua New Guinea
“The most important factor is universities’ attitude towards international
students.”
Prospective student, India
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What students say

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Bringing it all together

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The report is available to download here:
http://www.hobsons.com/apac/teaching-quality-international-student-
marketing-and-recruitment

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