N0656330_IDO_South Korea_230716 - Final

BUSI48710:
In-Company Project
NOTTINGHAM TRENT UNIVERSITY
INTERNATIONAL DEVELOPMENT OFFICE
SOUTH KOREA PROJECT
Student number: N0656330
Words count: 3716
Prepared: 02nd June 2016

IN COMPANY PROJECT | IDO IN SOUTH KOREA
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Table of content
I. INTRODUCTION....................................................................................... 5
II. AIMS AND OBJECTIVES ............................................................................ 5
1. Research aims ................................................................................. 5
2. Research objectives ......................................................................... 5
III. RESEARCH APPROACH ............................................................................. 6
1. Secondary research ......................................................................... 6
2. Individual interview......................................................................... 6
IV. SITUATION ANALYSIS ............................................................................. 6
1. Overview......................................................................................... 6
2. Demographic Forecast ..................................................................... 8
3. NTU full cycle statistics .................................................................... 9
V. KEY FINDINGS ...................................................................................... 10
1. Key influences ................................................................................10
2. Online behaviour ............................................................................11
2.1. Online consideration process ................................................................. 12
3. Sources of information ....................................................................13
4. Competitors analysis.......................................................................15
5. SWOT analysis (brief) .....................................................................16
VI. ONLINE MARKETING STRATEGIES .......................................................... 17
1. Admin team ....................................................................................17
2. Content strategies ..........................................................................18
3. Communication strategies...............................................................19
2.1. Short-term communicational plan ...........................................20
2.2. Long-term action plan ............................................................21
4. Budget allocation ............................................................................24
5. Campaign benchmark .....................................................................25
4.1. Short-term monitor (Test period – 6 months)............................25
4.1. Long-term monitor (1 year)......................................................25
VII. CONCLUSIONS AND LIMITATION ........................................................... 25
VIII. REFERENCES ......................................................................................... 26
IX. APPEMDIX............................................................................................. 28
1. Appendix 1. SWOT analysis .............................................................28
2. Appendix 2. Top 10 UK universities in SK .........................................30
3. Appendix 3. Interviews results ........................................................31
4. Appendix 4. Education Web Searches ..............................................33
5. Appendix 5. High school’s websites .................................................33

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Figure 1: Population aged 20-24, 2011-2020 in SK .......................................... 8
Figure 2: Population aged 25-29, 2011-2020 in SK .......................................... 8
Figure 3: Important factors in choosing instructions ...................................... 10
Figure 4: Online behaviour of Korean students ............................................... 11
Figure 5: The online consideration process of Korean students ...................... 12
Figure 6: Search engines used, SK, 2015........................................................ 13
Figure 7: Social networking sites used, SK, 2015............................................ 14
Figure 8: NTU's direct competitors ................................................................. 16
Figure 9: SWOT analysis for NTU in SK ........................................................... 17
Figure 10: Admin team structure ................................................................... 18
Figure 11: Communication channels .............................................................. 19
Figure 12: Demonstration for Keywords ads and Facebook ads ....................... 22
Figure 13: The communication process .......................................................... 23
Figure 14: Budget considerations .................................................................. 24

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I. INTRODUCTION
The International Development Office (IDO) focuses on recruiting international students for the
Nottingham Trent University (NTU). The IDO wants to promote NTU to students in South Korea
(SK) to raise awareness of NTU and increase applications from this market. However, as there are
relatively few of business trips and attendant exhibitions in South Korea, this report will focus on
developing NTU’s online presence by using popular online platforms.
II. AIMS AND OBJECTIVES
1. Research aims
There are several goals that this project tries to archive. Firstly, this reports efforts to understand
deeply the South Korea market insights due to some aspects including which/who are the key
influences that affect to Korean students when they choose a UK institution and the online
behaviour of target audiences when they consider applying for the UK universities. Secondly, the
competitor’s analysis will be carried out to ensure NTU preparing its defensive strategies. Finally,
this report will focus on developing NTU’s online presence and also proposing some online
strategies to raise awareness of NTU amongst the target audience.
2. Research objectives
This project tries to target the following objectives: -
• Increase the total number of visitors South Korea (from SK) in 2017 to the NTU Korea
page: www.ntu.ac.uk/Korea by 15% compared with the total number in 2016.
• Create official channels for NTU on at least 1 of the popular social-network-platforms in SK
including Kakao Story, Ban, Naver Cafe and Facebook. Attract up to 500 potential students
to visit these channels and have conversations with other members towards NTU by the
end of 2017.
• Increase the number of applications to NTU by 10% when comparing numbers received at
the end of December 2016 with numbers received at the end of December 2017.

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III. RESEARCH APPROACH
Secondary research method and personal interview method are utilized in this study to point out
the true insights of South Korea market. Secondary data analysis method is mainly used in the
whole process of this report while interview method is used to understand deeply some complex
behaviours of Korean students which are carried out from the secondary data research.
1. Secondary research
Secondary data is collected from several sources, internal data of NTU - the number of Korean
students enrolled to NTU in the past few years, and the programme they chose and especially is
data from British Council. Some reports related to digital marketing analysis in SK market are also
considered to provide the reliable strategy for this report.
2. Individual interview
Primary data would be collected from the individual interviews to double-check the key findings
which are withdrawn from the secondary data research. This information would be valuable to
establish the content strategy for this project. Moreover, it would be useful for building the right
NTU’s brand awareness on SK market. Specifically, this report has collected information throw
eight deep interviews and all interviewees are NTU students who are Korean (four Undergraduate
students and four Master students). Finally, this report is supported by two professors who has
many experiences in recruiting students from SK market in recent years.
IV. SITUATION ANALYSIS
1. Overview
Koreans have traditionally placed great importance on education. Compulsory education lasts nine
years and encompasses primary school and junior secondary school (Ministry of Education, Korea,
2015). The number of Korean students studying abroad rose from approximately 200,000 in 2008
to over 2014,000 in 2015, and it also hit the peak of 260,000 in 2011 (Ministry of Education,
Korea, 2015). Therefore, Korea is a mature and potential market regarding education.

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Table 1: Number Korean students study abroad, sorting by destinations (2014-2015)
Year US China UK Australia Japan Canada
New
Zealand
Philippine Others Total
2014 70,627 63,465 7,062 14,139 17,283 9,828 3,556 7,073 26,510 219,543
Rate (%) 32.2 28.9 3.2 6.4 7.9 4.5 1.6 3.2 12.1 100
2015 68,105 62,923 13,002 14,303 16,374 10,964 3,097 1,004 24,924 214,696
Rate (%) 31.7 29.3 6.1 6.7 7.6 5.1 1.4 0.5 11.6 100
Source: Korea’s Ministry of Education (2015)
The data from Korea’s Ministry of Education shows that the United State is the most popular
destination when Koreans choose for study abroad (approximately 30% of Korean students choose
US universities every year) followed by China, Australia, and Japan (Table 1).
The United Kingdom comes up with the fifth position which accounts for 6.1% market share.
Average 2,300 new Korean students enrolled in the UK education system in the past three years
from 2012 to 2015, nearly 40% of them are studying on other undergraduate programmes, 50%
are on postgraduate taught programmes, and approximately 10% are on postgraduate research
programmes (Table 2).
Table 2: Korean students enrol for UK institutions from 2012 to 2015
Academic Year
2012/13 2013/14 2014/15
Level of study
Postgraduate Research 140 175 175
Postgraduate Taught 1030 985 970
Undergraduate 910 945 920
Total 2310 2315 2245
Source: HESA DATA: Not eligible to pay home fees; First Year; Non-Visiting and Exchange
Students; Full-time & Sandwich.
The top 5 most popular subjects for Korean students studying at both undergraduate level and
postgraduate level in the UK in the past three years are creative arts & design (32%), business &
administrative studies (22%), social studies (11%), biological sciences (5%) and engineering &
technology (5%). Koreans are interested in a wider range of subjects than international students
from many other countries (Table 3).

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Table 3: Top 5 popular subjects of Korean students
2012/13 2013/14 2014/15
Creative arts & design (605) Creative arts & design (600) Creative arts & design (635)
Business & administrative studies
(490)
Business & administrative studies
(505)
Business & administrative
studies (430)
Social studies (315) Social studies (315) Social studies (300)
Engineering & technology/Language
(130)
Languages (135)
Engineering & technology
(115)
Architecture, building & planning
(90)
Engineering & technology (110)
Architecture, building &
planning (95)
2. Demographic Forecast
The number of people in Korea aged 20-24 is expected to decline by approximately 15% from
2016 to 2020. This group would be potential to enrol for the UG course. Therefore, there would
be a slight decrease in the number students apply for UG from Korea in the next five years (Figure
1).
Figure 1: Population aged 20-24,
2011-2020 in SK
Source: Economist Intelligence Unit;
United Nations; British Council
Figure 2: Population aged 25-29,
2011-2020 in SK
Source: Economist Intelligence Unit;
United Nations; British Council
However, 25-29 demographic is projected to increase 15% then the population of this group would
be stable 3.5 million in 2019 and 2020 (Figure 2). Consequently, PG courses would be on the high
demand in the next five years, and NTU should focus to promote its PG courses in SK.

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In brief, South Korea market would be the stable market, to tackle this market NTU should use
penetration strategy (Woodside, 1995). This approach focuses on competing with the directly
competitors to get more prospective students.
3. NTU full cycle statistics
Every year, NTU attracts around 15 to 20 new students from Korea and majority of these study
in undergraduate level (Table4). The number Korean students apply for NTU tend to increase
around 10% - 25% each year, this is the good signal for this market.
Table 4: The number of Korean students enrols to NTU from 2012-2015
Academic Year
2012/13 2013/14 2014/15
Level of study
Postgraduate Taught 5 3 2
Undergraduate 10 11 17
Total 15 14 19
Source: NTU data from IDO
Turing to the conversion rate of UG level, NTU has done well when converting average approximately
40% applicants to its students each year. However, the last three years witnessed the alarming
decline of the conversation rate from applications to new enrols of PG students (fall from
26.3% in 2012 to 10.53% in 2015) (Table 5). This issue will be discussed in detail in the next part
of this report.
Table 5: Conversion rates
Level UG PG
Academic
year Applications
New
enrols
Conversion
(%) Applications
New
enrols
Conversion
(%)
2012/13 24 10 41.67 19 5 26.32
2013/14 26 11 42.31 23 3 13.04
2014/15 42 17 40.48 19 2 10.53
Table 6 points out the detail of UGand PG Korean students study in NTU. Art and design school is chosen
the most by Korean students, followed by the school of Art and humanities, social sciences and Science
and Technology. Although Art and design school is the most popular, Nottingham business school has
increased its reputation in Asia market. Moreover, Korean students are projected to prefer more business
courses in the next five years (Sharma, 2011). Therefore, it would benefit for NTU if IDO pays attention
to promoting more business courses for Korean students.

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Table 6: Breakdown by School/Academic Department of Data on Newly Enrolled
Students (Sept + Jan combined)
Academic year
2012/
13
2013/
14
2014/
15
2012/
13
2013/
14
2014/
15 Total
Subject area* PT PT PT UG UG UG
Art and design x x x 7 7 14 28
Architecture Design &
Built Enviro
1 1 2 1 1 2 8
Art and humanities 1 1 x 2 2 x 6
Social Sciences 1 1 x x x x 2
Science and Technology x x x 2 1 x 2
Business &
administrative studies
x x x x x 1 1
V. KEY FINDINGS
1. Key influences
The research of British Council (2015) points out that the most important factors in the selection of
institution to study of Korean students are Quality of the course, which influenced 23.9% of prospective
students and followed by career prospects (15.3%) and university reputation (10.2%). Especially,
ranking is not considered as an important aspect affecting their decision (Figure 3).
Figure 3: Important factors in choosing instructions
Source: British Council (2015)

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By conducting the interview with Korean students (Appendix 3 – Question 1), this report has
explored there are the five top aspects that Korean students use to evaluate the quality of the
course (Table 7). Specifically, almost all interviewees emphasize the school facilities, including
computer suites and design studio (the majority of respondents are from art and design school).
Alumni testimonials play a significant role in the decision making of Korean students, six of eight
respondents were recommended NTU by their friends. Furthermore, employability rate and work
placements opportunities are two facets that would be considered when Korean students choose
their institutions (This result is consistent with the British Council report). Finally, students from
Korea are not confident with their English so they would prefer the University offers different
Language-support on offer within faculties.
Table 7: Five aspects are used to evaluate the quality of the course
No. Factor
1 University Facilities
2 Employability rate
3 Alumina feedbacks/ Alumni Profiles
4 Work placement
5 Student support (English tutor)
Source: Author’s primary research
2. Online behaviour
Figure 4: Online behaviour of Korean students

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The report of British Council (2015) reveals more than two-thirds of Korean students claim that
they do the personal research during the application process for the UK universities, 8.8% of
students are affected by their friend, and only 5.5% of these students turn advice from the
agencies (Figure 4). However, the result of the interviews has driven this report to the real Online
consideration process of Korean students when they apply for the institutions in the UK.
2.1. Online consideration process
Due to the development of the internet, students tend to be more active and “smarter” when
researching for their higher studies. There are three vital stages of the consideration process. Step
1, prospective students prefer using search engines such as Google or Naver to do some general
research. There are three key issues that people concern in this step including destination
countries famous with their study major, the list of potential universit ies and the reputable
agencies. Step 2, students would choose the most reliable agency and request for the university
proposal list which fit with their requirements. Then, they would compare their personal research
with the agent suggestion. These students would ask the agent apply for them from two to three
potential university and wait for the confirm letters from the applied institutions. The final step,
almost all Korean students would make the final decision based on their personal research. At this
level, they tend to contact with current students/alumni from the offered universities and some
topics are focused such as living experience, study environment and part time jobs. Therefore,
alumni testimonials play a vital role in the final decision of Korean students (Appendix 3 –
Question 2&5).
Figure 5: The online consideration process of Korean students
Source: Author’s primary research

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In brief, there are some chances for NTU to target the prospective students during this process
by online marketing. This report highly recommends that NTU could do some Keywords campaign
to tackle perspective students in step 1 and partnership with Korean society in NTU is the proper
solution for NTU to target step 2. These strategies will be discussed in more detail later.
3. Sources of information
The secondary data research shows that Korean students prefer information from search engines
and social networks while the interviews have explored Korean students also consider high school
websites and Education Web Searches as the reliable resources.
Search engines – In general, Korean are familiar with Naver for seeking information than Google
or other search engines. The main reason is Naver would offer more results in Korean than others.
Surprisingly, amongst prospective students, the most popular search engine was Google, which
52.3% used on a regular basis (Figure 6). Eight interviewees of the primary research have
explained this result due to the Naver system does not work well on the global scale. Specifically,
Naver would take a longer time to search and provide less information to compare with Google.
Figure 6: Search engines used, SK, 2015
Social network sites - Although Naver and Kakaotalk are the most popular social platforms in
Korea in recent years, Facebook is used the most by the target audiences which 26.8% used on
a regular basis (Figure 7). Almost all interviewees of the primary research used Facebook to find

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the information about the UK universities. They assume that is the easiest way to connect with
current students in the University that they want to apply. The feedbacks or reviews of the alumni
pay a vital role in the final decision of potential students. Therefore, it is highly recommended that
IDO should pay more attention to the partnership with Korean society and promote NTU throw
this channel to the prospective students.
Figure 7: Social networking sites used, SK, 2015
Education web searches - almost 80% students from SK apply for higher education right after
they finish their high school (British Council, 2015) so if NTU could target some websites which
provide research colleges would be the benefits. Students from interviews recommend that Korean
students use several sites to research colleges/universities. Uway, Jinhak, and Daeseon Mimac
are well-known sites which are used by Korean students (Appendix 4). They are the good
channels for NTU to promote, but there are not enough reliable data to evaluate the effective of
this channel (Appendix 3 – Question 3).

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High school websites – Korean students also claim that their high schools could offer more
reliable study abroad information than agencies or internet searching. In long term partnership
(both offline and online activities) with high schools in Korea also is the right solution for NTU
approaching its prospective students. Therefore, high school websites would be the potential
channel (Appendix 5). This research also carries out top five high schools send Korean students
abroad for higher education follow: -
• Ewha Girls’ Foreign Language High School
• Daewon Foreign Language High School
• Daeil Foreign Language High School
• Myungduk Foreign Language High School
• Seoul Foreign Language High School
Sources: Appendix 3 – Question 4
4. Competitors analysis
Appendix 2 shows top 10 UK universities have recruited the most students from Korea, the
majority of these universities are high ranking and located in London. However, there are also
some universities such as Goldsmiths College and Kingston University, which have nearly the same
ranking (or lower) and educational quality with NTU; they still recruit more students than NTU in
this market (Appendix 3 – Question 6).
The informal interviews with two professors from Korea have figured out several reasons why
these universities are successful than NTU in SK.
Offering a joint-degree course - There is currently limited types of transnational education
(TNE) provision in Korea. Currently, only one UK University, the University of Northumbria, offers
a joint-degree in Korea. Joint-degrees will remain the most prevalent form of TNE in Korea for

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the medium term. Plans to attract significant ‘branch campuses’ of foreign institutions are unlikely
to see much success (Higher Education Global, 2016).
Alumni Activities – these are the strength of Goldsmiths University and Kingston University.
There are a lot of high profile students from these instructions go back SK after they graduate and
they corporate with these universities hold various events to connect with the potential students.
International Team-led Activities – De Montfort University and Middlesex are doing the really
good job due to this aspects, ever years these institutions have at least three t imes go to SK to
visit the agents or attend the education fairs. By partnership and cobranding with some
high schools in SK, they also organise their events such as open day, portfolio preparation day
or pre-departure meeting.
Finally, Coventry University has recruited a Korean officer who represents for this university in
this market. This staff would keep the tight contact with not only the agents but also potential
students.
Figure 8: NTU's direct competitors
5. SWOT analysis (brief)
The full SWOT analysis could be seen in appendix 1, the follow figure has highlighted some key
important information that NTU should pay attention to apply for the online marketing strategy.

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Figure 9: SWOT analysis for NTU in SK
VI. ONLINE MARKETING STRATEGIES
The SWOT analysis and the key findings have shown that Korean students have to face with two
main difficulties when contact with NTU throw online channels (Appendix 3 – Question 10).
Firstly, lack of official “friendly” contact points except NTU website. Secondly, being massive by a
huge information which is not tailored for Korean students. Therefore, this report is highly
recommended that NTU should create the NTU Korean Students’ Blog and NTU Korean Students’
Facebook Fanpage which would be the official channels for prospective students to contact with
Korean alumni and current students and it also could provide simple introduction documents
(brochures/online posters/email) in Korean.
1. Admin team
This project would be run mainly by the Korea Recruitment Officer, but it is highly recommended
the active collaboration with current Korean-students, Alumni and NTU Korean society would
ensure the success of this project (Figure 10). Firstly, he/she would be responsible for recruiting
and Admin team which is including current NTU Korean-students (one Undergraduate & one

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Postgraduate – Art and Design School, one Postgraduate Nottingham Business School). These
students would be paid for management and assistance with Korean blog/ Fan page. All the
content of the Korea Blog/ Fan page would be suggested and monitored by Korea Recruitment
Officer based on the Content strategies (will be discussed later).
Figure 10: Admin team structure
Furthermore, Korea Recruitment Officer would collaborate with NTU Korean Society and Korean
Alumni to support and aid their events. These activities would empower the NTU’s reputation and
help NTU to earn the positive testimonials.
2. Content strategies
This blog would be managed and written by the group of Korean students who currently study at
NTU. IDO would pay them for the whole year working to keep the commitment. This blog would
be the place where they could share their real experience. Based on the primary research
(Appendix 3 – Question 9), there are several topics that Korean blog should focus on as follow:
Blogs/Vlogs – Student-life experiences of Korean students in NTU including studying,
working/part-time jobs, food/travel and living skills in diverse cultures.
NTU school’s facilities – this topic would focus on how NTU support students with great facilities
such as UK's largest Mac Suites, Upgrade Update art design studio, glass and ceramic kilns, studio
photography, digital textile Machines, images and sound clips studio galleries, exhibition halls and

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art and so on. In addition, the School of Art and Design of two other school buildings -Waverly
Maudslay has all kinds of large-scale equipment and studios (home improvement products for the
furniture design courses), wardrobe printing equipment, as well as audio and video studio Editing
equipment, furniture shop, wood, synthetic materials and processing technology facilities.
Virtual Tour (Video conference lectures/live video) – using this technology would help
potential students have the specific views of the courses and motivate them to apply for this
course.
Alumni network – this function allows visitors sign in their information (email/ telephone
number). This support is including choosing courses, scholarships advice or accommodation
recommendations. The Korean Society will be offered financial sponsor by NTU if they commit to
allocating society members to provide personal support for potential students during the
application process for NTU.
3. Communication strategies
Figure 11: Communication channels
This report is highly recommended to use various advertising tools to promote the Korean-
students’ Blog to the target audiences (Figure 11). Regarding, free advertising channels such as
agencies websites, social media networks, and NTU websites or social networks. Regarding paid

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channels including online PR news releases (advertorials), Facebook advertising and keywords
advertising (both Google and Naver) (Figure 10).
2.1. Short-term communicational plan
In short-term (6 months), this campaign would focus on promoting this students blog and its
related social network channels to current students from Korea. This step would pay attention to
recruit admin team (2-3 students) and support this team to develop the contents to the blog. After
that, all of the current Korean students in NTU would be invited to visit this students blog and
engage with an official Facebook fan page by promoting throw NTU channels (IDO Facebook page,
email marketing, and NTU website/Students Union website). Table 9 shows in details the action
plan in short-term for this project.
Table 8: Short-term action plan
Key
Deliverables
Next steps
Support required
Support NTU
Korean Society to
aid their events &
create official FB
Fan page
Meeting with members of Korean Society
to discuss their yearly activities.
The offer of financial aid for use in events.
Recruits admin team to manage this Fan
page
Alumni assistance /
International
Recruitment Officer
NTU KOREAN
STUDENTS BLOG
Work with design team to design the Blog
Recruit current Korean students to write
blog about their study experiences in NTU
(1UG & 1PG– Art and Design, 1 PG NBS)
NTU Design Team /
Alumni assistance
Produce Korean
specific materials
Specific images and Korean text
Highlight these topics: Prospective
programs courses/ Scholarships for
Korean students’/ Alumni Testimonial/
English supports
NTU Design Team/
Marketing team
Modify
Ntu.ac.uk/Korea
page
Link with NTU KOREAN STUDENTS BLOG
The scholarships list
Simple brochures of perspective courses
in Korean
Web Design Team

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Sign up for meetings with current Korean
students in NTU
2.2. Long-term action plan
For the long-term strategy, IDO should focus on partnership with NTU Korean society (financial
sponsor). Korean community in NTU would be strengthened by holding various culture events/
activities. Therefore IDO could earn the positive testimonials from current students. Additionally,
various contents including pictures or videos would be produced naturally, and these valuable
content could be used to update for the Student Blog.
External marketing activities to engage with the potential students should be emphasized at this
stage. Firstly, all free marketing channels including websites and social network of both NTU and
partner agencies should be used. All promotional materials are recommended to include the
student blog website and an official Facebook fan page for Korean student in NTU.
Attract the target audiences - paid channels could be considered to target the new prospective
students. The first step in of Korean student’s consideration process is personal research by using
search engines, so Keywords advertising tool is highly recommended to be used. IDO should use
this tool in booth Google and Naver search engines, and the list of keywords are proposed in the
table below.
Korean Keywords English Keywords
영국 유학 Studying in the UK
미술 유학 Studying art
해외 디자인 대학 Design universities abroad
아트 미술 유학 Studying art

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Facebook advertising, this campaign is highly recommended to used Facebook news feeds post
tool. This tool allows the advertiser to include both text and image. Especially, based on the
findings of the interviews, these posts should highlight the real stories of some successful
students from Korea which make the strong impress to potential students. Figure 12 proposes
the content which should be used for this project, and this demonstration also points out how
these paid channels (Google, Naver and Facebook ads) draw the traffic for Korean students blog.
Figure 12: Demonstration for Keywords ads and Facebook ads
Improve the prospective students’ engagement - the online consideration process of Korean
students has shown that in finally step these students prefer to contact with alumni or current
students of their applied universities to turn for advice. Therefore, IDO could help this step to be
easier for the potential students by offering them some following supports. Students contact NTU
by Students Blogs/NTU Korea websites, and NTU Korean Students Fan page would be asking for
register their information. NTU would allocate International officers or Alumni members to keep in
touch and support the potential students during their application process (Figure 13). Finally, table
10 has outlined the step-by-step action plan for this project in long-term.

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Figure 13: The communication process
Table 9: Long-term action plan
Key Deliverables Next steps Support required
Korean Society/
Alumni activities
Attend all events to build
relationships to result in effective
& engaged alumni assistance,
record footage & take
photographs to be used in future
marketing campaigns.
Do students’ profiles/ stories
Alumni assistance /
International Recruitment
Officer
Promote new channels
of Korean students
internally/externally
Introduce these channels through
NTU website, social media
networks
Email marketing for agencies and
related partners, current students
and alumni.
Agent assistance / NTU
marketing team

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Advertising and
Public Relations
Keywords campaign (Google/
Naver)
Advertorials campaign to
promote alumni stories
Facebook advertising SK
market (military service – male
>24)
Facebook advertising UK
market to recruits perspective
Korean students
NTU marketing team/
Officer
Interactive marketing
activities
Consider video conference
lectures/live video (Partnership
with High School)
Virtual tour (Partnership with
High School)
Online assistance forms
Korean student
Korean students/
Officer/ Marketing team
4. Budget allocation
Figure 14: Budget considerations
All proposed budgets are based on current research; the cost detail needs to be confirmed in the
real situations (Figure 14). Regarding the short-term strategy, the majority of the budget would
be spent on the partnership activities with NTU Korean Society the remaining money should be
used for recruiting the admin team for Korean-students’ Blog and official Facebook Fan Page. In

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case of long-term strategy, it is highly recommended to invest in online advertising activities which
could attract directly new applicants for NTU from SK.
5. Campaign benchmark
4.1. Short-term monitor (Test period – 6 months)
This stage would focus on creating the student blog and develop content, so concept testing and
focus group are proposed to monitor the quality of the creative execution. Due to the scale of the
project, it could be the informal focus group among the admin team and some Korean students to
figure out the pros and cons of web design and web content.
4.1. Long-term monitor (1 year)
In the case of Students blog, this channel would be mainly monitored by Google analytic tool. The
results from this tools would focus on following types data:
• Traffic channels: Direct (enter URL right into browser), Organic Search, Paid Search,
Referral (such as clicked a link on agency site to land on Student Blog), Social Network and
Email (The number of visitors that came to website from an email marketing campaign)
• Content Drilldown: the overview of which pages on the website are visited the most.
• Audience Demographics: age, location, and gender to make sure that this page could
target the right audiences.
• Victors’ behaviour: Average time spends on the site, Bounce Rate, and visitors’ journey.
Regarding the Facebook fan page, Facebook's Ads Manager is highly recommended to examine
the result of the advertising campaign; there are several data.
• The increase in followers on social media platforms.
• A number of followers who are reading/sharing social media content.
VII. CONCLUSIONS AND LIMITATION
In conclusions, SK is the stable and long establishing market. However, the situational analysis
NTU in SK market have shown this is still a potential market for NTU. Art and Design course and
Business courses should be promoted to recruit more students from this market. The findings

N0656330 | Page 26
highlight that alumni testimonials play an important in the online consideration process of Korean
student so building a Korean Student Blog (Microsite) and official Facebook Fan page for Korean
students could be a practical suggestion for NTU target its perspective students. Based on the
online behaviour of students from Korea, the combination of keywords search advertising and
Facebook advertising has been proposed to empower the Microsite. This site would enhance
prospective student to communicate with NTU Korean society and improve the application volume.
Although this report tries to achieve all objectives, there are still some limitations. Firstly, the
action plans are still in the general, and they need to be detailed when to execute in the real
situation. Furthermore, due to the time limitation and summer time, there is the limit of interviews
with Korean students (majority from Art and design school) so some of the students’ insights could
be affected be the perspective of art and design students. Therefore, some more interviews with
Korean students from various majors (Business or social science) would be highly recommended
for future research.
VIII. REFERENCES
British Council, (2016a) Higher Education Student Data: South Korea. Available at:
https://hesadata.britishcouncil.org/report (Accessed: 12 July 2016).
British Council, (2016b) Countries profile: South Korea. Available at:
http://eiia.siem.britishcouncil.org/countries/profile/south-korea (Accessed: 12 July 2016).
Higher Education Global (2016) Available at: http://heglobal.international.ac.uk/join-the-
debate/comments/the-scale-and-scope-of-uk-he-tne.aspx (Accessed: 16 July 2016).
Korea’s Ministry of Education (2015) Available at: http://english.moe.go.kr/enMain.do
(Accessed: 26 July 2016).
Naumann, B. (2016) UK immigration: Winter 2014-15 update. Available at:
http://www.inhouselawyer.co.uk/index.php/legal-briefing/uk-immigration-winter-2014-
15-update/ (Accessed: 13 July 2016).

N0656330 | Page 27
NTU, (2016) We’re the best UK university for international students. Available at:
https://www.ntu.ac.uk/study-and-courses/international/why-choose-ntu/were-the-best-
university-for-international-students (Accessed: 13 July 2016).
Sharma, Y. (2011) GLOBAL: What international students want to study. Available at:
http://www.universityworldnews.com/article.php?story=20110318130504251 (Accessed:
14 July 2016).
The Guardian (2016) University league tables 2017. Available at:
http://www.theguardian.com/education/ng-interactive/2016/may/23/university-league-
tables-2017 (Accessed: 13 July 2016).
Tier 5 (temporary worker - government Authorised exchange) visa (2016) Available at:
https://www.gov.uk/tier-5-government-authorised-exchange/overview (Accessed: 13 July
2016).
Whatuni (2016) Results of the 2016 Whatuni student choice awards for student support.
Available at: https://www.whatuni.com/student-awards-winners/student-support/
(Accessed: 13 July 2016).
Woodside, A.G., 1995. Pricing an industrial technological innovation: A case study: What
decision do you recommend: Skim?, penetration?, or price parity with an older
technology?. Industrial Marketing Management, 24(3), pp.145-150.

N0656330 | Page 28
IX. APPEMDIX
1. Appendix 1. SWOT analysis
Strength
There are various good points of NTU, but this report just emphasizes some of them which could
cause the attention of Korean students. Firstly, NTU has voted as UK’s Top 5 Universities for
Fashion & Textile (School of Art and Design) in The Guardian (The Guardian, 2016). Secondly,
School of Art and Design and Nottingham Business School are part of recently renovated, a vibrant
campus that have benefitted from £350 million of investment across the University in the last ten
years (NTU, 2016). Furthermore, NTU has an outstanding reputation for employability, specifically
90% of its graduate students are employed within six months (NTU, 2016). NTU is also recognised
as Number One University for International Student Experience at the Whatuni awards 2016
(Whatuni, 2016). Moreover, NTU is one of the largest Universities in the U.K. and is home to
27,000 students from over 150 countries. Nottingham is a safe, peaceful and low living cost city.
Finally, Work placements guarantees – NTU students would be offered one-year work placements
for both UG and PG courses (NTU, 2016).
Weaknesses
These followed weaknesses are mainly carried out from eight interviews with NTU Korean
students. The NTU’s brand is slowly growing and mainly popular with art and design school; Korean
students did not know that NTU has a variety of high-quality courses such as Business and Law.
Korean students assume that big universities which locate in the big city such as London would
provide better educational quality than the NTU (which locates in Nottingham, not a major city).
Almost all interviewees point out the same difficulty that is Korean perspective students do not
have various choices to contact with NTU (both staff and alumni), the only way is using NTU
website. Additionally, the enrollment data has shown that NTU mainly relies on mainly two or
three agencies including Dong Shu and UKart this would limit the number applicants each year
from this market. Finally, when NTU’s reputation is not strong enough to guarantee the educational
quality in SK, Korean students tend to evaluate NTU based on the University ranking. Therefore,
NTU is recognised as a middle-ranking university in the UK could seem like a weakness.

N0656330 | Page 29
Opportunities
A large number of students applying to NTU are currently in the UK studying on English language
courses, or foundation courses and this trend is increasing (British Council, 2016). Therefore,
NTU should target UK International Schools and Foundation Colleges.
Furthermore, Alumni play an important role in recruitment and partnerships and therefore it is
essential to engage with Alumni. Build this relationship from pre-enrolment & focus on supporting
the Korean student society at Nottingham, maintain a relationship after graduation.
Additionally, South Korea is one of 7 countries participating in the Youth Mobility Scheme by the
UK government (alongside Australia, Canada, Japan, Monaco, New Zealand and Taiwan) (GOV.UK,
2016). This scheme is for young people from participating countries and territories who want to
come and experience life in the UK over a period of 2 years. One thousand places were allocated
to South Korea for 2015 (Naumann, 2016) which should encourage Korean youth to choose the
UK as a place to work and study and give opportunities for part-time/full time + work experience
courses’ recruitment.
Finally, The Ministry of Education’s reforms include allowing Korean universities to run
programmes jointly with foreign institutions, and therefore there is a potential market NTU to run
the join-degree which allows Korean students could study both in Korea and UK.
Threats
The dominant of direct competitors such as Golfsmith and Kingston, these universities have nearly
the same ranking and teaching quality with NTU. However, they pay more effort than NTU in SK,
so if NTU does not have any defensive strategies, it will go over by these competitors.
Furthermore, the US is popular among Korean students because of the high status attached to its
institutions, the historical and cultural connections between the US and Korea, dedicated
scholarships and active recruitment drives. A large number of American academics taking part in
faculty exchanges with Korea has also helped to develop an interest in US institutions.

N0656330 | Page 30
Finally, if the low birth rate continues, there will be a drop of three million in the school age
population by 2020.
2. Appendix 2. Top 10 UK universities in SK
2012/13 2013/14 2014/15
University of the Arts, London
(295)
(265)
(285)
University College London (110) University College London (115) University College London (125)
The University of Manchester
(110)
Goldsmiths College (100) Goldsmiths College (100)
Goldsmiths College (95)
(95)
London School of Economic s
and Political Science (80)
The University of Sheffield (80)
London School of Economic s
and Political Science (75)
Kingston University (75)
London School of Economics &
Political Science (70)
The School of Oriental & African
Studies (75)
(75)
King's College London (65) Kingston University (70) King's College London (60)
The School of Oriental and
African Studies (65)
The City University (65) Royal College of Art (55)
Kingston University (60) King's College London (65) The City University (55)
The University of Birmingha m
(55)
Royal College of Art (60) The University of Oxford (55)

N0656330 | Page 31
3. Appendix 3. Interviews results
Question 1: What are the important factors that you consider for the good quality
course?
Top 4 answers University
Facilities
Employability
rate Course
Alumina
feedbacks/
Alumni
Profiles
Work placement Student
support
(English
tutor)
Participants
number
8 8 7 6 5
Question 2: How do you gain the related information?
Top 4
answers
From
agency
Alumna Google
search
High School Educational
website
Participants
number
8 7 5 4 4
Question 3: Which websites you use?
Top 4
answers
Uway Uhak.com YESuhak EBSi High school
website
Participants
number
7 6 5 4 4
Question 4: Famous high school in South Korea?
Top 4 answers
Ewha
Girls’
Foreign
Language
High
School
Daewon
Foreign
Language
High
School
Daeil
Foreign
Language
High School
Myungduk
Foreign
Language
High School
Seoul Foreign
Language
High School
Participants
number
8 6 5 4 4
Question 5: Why you choose NTU?
Top 4
answers
Recommendation
from agency
Alumni
review
School
facilities
Course
ranking
Placement
Participants
number
8 7 7 6 6

N0656330 | Page 32
Question 6: Could you name top 5 universities in UK?
Top 5
answers
University of
the Arts
London
Coventry
University
Birmingham
City
University
Kingston
University
Gold smith
University
Participants
number
8 7 6 5 5
NTU not in the top of mind of the students
Question 7: If you want to contact with NTU what channel you refer?
Top 5
answers
Social network/
personal Chat
Offline event Agency Email
Participants
number
8 7 7 3
Question 8: Who you refer to talk?
Top 4
answers
Korean alumni
Same major
Agency NTU ambassador NTU officer
Participants
number
8 7 6 4
Question 9: If NTU have a Korean website, what information you want?
Top 5
answers
Alumni
contact
School
Facilities
Alumni blog/
experience
Scholarships Course
information/
requirements
Participants
number
8 7 7 5 5
Question 10: What are difficulties Korean students face when apply for NTU?
1. Difficult to find “friendly” contact points except NTU website
2. Be massive by a huge information which are not customised for Korean students
What do you need NTU to improve?
1. Official channels for Korean students to contact with Korean alumni and current students
2. Simple introduction documents (brochures/online posters/email) in Korean

N0656330 | Page 33
4. Appendix 4. Education Web Searches
5. Appendix 5. High school’s websites

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