This document discusses the university's strategy for recruiting international students. It notes that international students are important for the university's internationalization goals and financial health. Specific priority countries and markets for recruitment are identified, including Nigeria, China, the US, Thailand, and Malaysia. The university aims to increase its number of international students to 2360 by September 2015. The summary discusses tailoring marketing strategies and messaging to different countries and markets in order to effectively promote the university's unique strengths and opportunities.

1. #talentbites

2. Where do we find the
University’s future talent, and
#talentbites
why?
Dominic Milne
Deputy Head of International Office

3. #talentbites
Why?
• International students are crucial to the University’s
internationalisation objectives, and to our financial
health.
• Currently around 1750 international students (non
EU/EEA) paying between £12k and £23k per year in
tuition fees.
• Priority 1, 2 and 3 countries/markets for recruitment.
• Importance of Nigeria, China, USA, Thailand & Malaysia.
• Target of 2360 international students by September
2015.

4. The world’s a big place, but….
• We must articulate our unique selling points (USPs) in a
#talentbites
crowded international education market.
• Depending on who we are trying to reach we might lead
with (given our audience today!):
– We are the only university outside of North America to be named
a Halliburton Strategic Education Partner.
– One of only two European universities that is a Chevron Global
Preferred Partner.
OR
– 5 Nobel Prizes awarded for research and a UK Top 5 Medical
School.
• We need to enter markets with our leading edge.

5. Segmentation of markets
#talentbites
• One size doesn’t fit all, and never will
– Be clear with messaging to each market.
– E.g. Nigeria and faith provision!
• Geopolitical situation and on the ground intelligence.
– These must inform our marketing strategies, and do.
• Industry links, and new programme development.
– MSc Petrophysics & Formation Evaluation with LR Senergy.
– Delivery in Abu Dhabi & Houston.
• Combat any issues head on.
– E.g. destination and Lonely Planet guide.

6. Segmentation of markets, an
example in practice
• ASEAN (Association of South East Asian Nations)
Integration 2009 – 2015
– Thailand, Malaysia, Singapore, Indonesia & Brunei are key
#talentbites
markets for the University.
– Between 2 and 4 recruitment visits to each country per year.
– Universities within the ASEAN community are changing their
academic timetables so we need to be ready to cope with this.
– Awareness of in-country government scholarships schemes and
government strategic planning.
• E.g. Offshore reserves in Indonesia and lack of trained local staff.
• E.g. Thai Civil Service.
• E.g. MARA scholarships in Malaysia.

7. Distil what you know and use it….
• Importance of a geopolitical understanding.
Heightened regional tensions in GCC.
Existing complex relations now even
more so, e.g. Qatar and removal of
ambassadors.
Wider implications of air strikes against
Islamic State (IS) in Syria?
e.g. Kurdistan.
Interplay between nations – brought
more into the spotlight since Arab
Spring.
The more we know the more informed our decisions going forward
should be – we always want to know more than our competitors!
#talentbites

8. #talentbites
View more at
talentbites.com