Accentuating The Positive

In this post, which is likely to be the last of the year, I just wanted to draw attention to what seems to have been the prevailing trend in the promotion of international education to British students.

This year has seen an almost unrelenting stream of bad news and negative reports about the value and purpose of university education. With cuts likely to be on the agenda for the following years, universities in the UK will face a major struggle to satisfy student demand and deliver the outcomes that they have been led to expect. We are already seeing that students are increasingly cynical about the "cookie-cutter" claims and testimonials which populate most university prospectuses because they know the resources just aren't there to make this a reality.

Restrictions on university places will certainly continue although this is likely only to be an issue for those applying to the "best" universities. Many students will now consider putting their lives on hold until the "right" opportunity comes along even if ideal alternatives are presented to them.

With the rising cost of education in England, student mobility as a whole is actually declining, with students choosing local universities over centres of excellence. The consequences of such a trend are all too obvious. The continued expectation that tuition fees will rise just as soon as the general election is out of the way also gives grounds for pessimism.

In our work promoting international education the temptation is to focus on the consequences (intended or otherwise) of British government policy on higher education. Indeed, it is all too easy to do this. However, we believe that negative motivation to study abroad is far less powerful than might be expected; the fact that tuition may be available elsewhere at a much cheaper cost or that other countries may provide student finance at better rates of interest, is not going to make up students' minds. The positive messages about a better lifestyle, making international friends for life and broadening horizons in a way that does not smack of cultural imperialism, these are just some of the reasons why students will think about international education rather than more general international experience.

The British government is making the negative case for an increase in outbound student mobility; it doesn't need the help of us or anyone else operating in this sphere. Our early New Year's resolution is to ensure that next year, our voice will promote the life- (and career-) enhancing benefits of international higher education.

Are Education Fairs a Good Way to Reach British Students?

In response to regular enquiries from our clients and contacts, I would like to outline our thoughts regarding the usefulness of fairs and exhibitions for attracting British students in to international education.

Fairs are a major part of the international student recruitment marketing mix and they can generate excellent results in many countries. However, in our opinion they are not the right method to attract students from the United Kingdom. I have attended two such events in London this year and while both have been very successful in terms of attracting visitors, this is still a long way from saying that they will generate the desired results.

For most universities the first challenge to be overcome is building some kind of name recognition in the United Kingdom. Many exhibitors at UK events have commented to me that most students have no idea who they are and which strengths their institution possesses. Students are a long way from identifying the "unique selling points" of a university and they are a long way from actually caring; what students are looking for first and foremost is fairly general information about international education. For example, they need to learn about Australian higher education before they can even consider going to university in Australia. Most students attending fairs have not had the chance to learn even the basics. As a result, university staff attending fairs often find they have to offer general advice to visitors and have very little time and opportunity to "sell" their institution itself. While this is not necessarily a bad thing and may to some extent reflect the experience in other countries , it does mean that the results which exhibitors are likely to achieve may be very disappointing in comparison with their expectations.

Having a presence in any market is vitally important, however; particularly in a country such as the United Kingdom where we are likely to learn a lot about price elasticity and maintaining excellence in higher education during the lifetime of the next parliament.

I spent over a decade working in the exhibition industry in many countries around the world. In that time I launched many new events in markets and countries which had never had such events previously with varying degrees of success. One of the key lessons I learned is that it is not enough to have a pool of exhibitors who are looking to enter a market. There absolutely has to be an audience that is interested in the products on display and knows why it wants to buy them. While there is definitely interest at this stage in international higher education and the numbers attending events are growing, we are still some way from having an audience that has all the information it needs to make an informed choice.

When A Star Future was established in 2006 the initial idea was to organise a road show around the United Kingdom. We quickly rejected this approach as we felt it was the wrong marketing method at the wrong time. There is first and foremost a requirement to educate the marketplace before the results will warrant extensive investment in UK outbound recruitment. We took the decision that it is better to go to the potential market and help shape its awareness and interest rather than to organise an exhibition and see what happens. There are signs that the situation is developing but I do not believe that the time is yet right for universities to make a large scale investment in attending exhibitions in the United Kingdom. Our approach allows for universities to reach students and their advisors in around 100 schools in England for roughly the same overall cost as attending one two-day event in London.

But what about general student recruitment fairs in the United Kingdom? UCAS with its effective monopoly on student application data organises a wide range of fairs in this country and most universities participate in some if not all of these. Clearly these are effective ways for British universities to reach British students. It is true that most Year 12 students in the United Kingdom will have the opportunity to attend one of these events. However, it is perhaps worth investigating how students prepare for these events. Most schools careers staff will advise students to come up with a list of questions to ask universities and suggest that students think about universities that offer the courses they are interested in or, increasingly, are located within travelling distance of their homes. Students at these events tend to arrive at A and work their way around to Z asking their prepared questions and collecting prospectuses as they go. These events are very effective for students looking to achieve the outcomes for which they have prepared. However, they are very difficult environments to introduce new concepts or different ideas, such as studying abroad. We have been monitoring these events for some time for signs of change and will continue to do so. However, it is fair to assume that if a large scale international student fair were to take place in the United Kingdom it would generate similar results.

We believe that the place to start a discussion about international education is in the classroom and that is why we invest in building links with schools and being visible to students throughout the school year. We then use online resources such as email newsletters , twitter and facebook to continue the education process. Additionally, and perhaps most importantly, we also enable our clients to contact students who have expressed an interest in studying in their country or subjects in which they specialise.

Marketing consultants are not necessarily the right people to promote international universities. We believe that Higher Education Institutions can do that best themselves, although clearly we are in a position to offer guidance and support when necessary. Marketing consultants should however be able to advise and offer the right marketing measures to reach a specific objective. If a university wishes to increase awareness in the United Kingdom with a view to increasing enrollments then we believe that there are currently better ways to achieve this than attending fairs. When this situation changes, as an old hand at organising such events, I will be delighted to help our clients make the most of what can be one of the most effective marketing methods ever invented. Until it does though, we will continue to use alternative ways of marketing international higher education in the UK.

Why will British Students Go Abroad?

We have more or less completed the first round of presentations in 2009-2010. As part of the presentation we aim to give potential students some of the key reasons they should think about gaining international experience. Below we list some of the key reasons why we think students should go abroad. These are worded exactly how we communicate them to our audience of 16-17 year olds and we have only listed those which appear to resonate most strongly with this audience.

1. Compete in the Global Job Market: If you are planning on a career in international business. Employers are increasingly looking for mature, culturally aware graduate recruits.

2. Broaden Your Horizons: Living in another country will help see things from a different perspective. It will introduce you to new experiences and new people. Experiencing life in a different country is not something you can learn by reading about it or seeing it on TV. Countries which we perceive as being similar to the UK can also present their own cultural challenges.

3. Meet People From Many Different Countries: Students from other similar European countries are twice as likely to study abroad as British students. Many of them come to this country for part or all of their education. This opportunity is there for you if you want to take advantage of it.

4. Student Debt Will Shape Your Life: Wherever you study you are likely to be going in to debt to pay for it. This will inevitably have an impact on your life after you leave university. The level of debt is not, in itself, the most important consideration; how long it will take to pay it off is. Studying abroad can help you in two ways:
• it may improve your earning potential,
• it may be cheaper for you.

For more information on how to reach British students with international higher education opportunities please contact us.

More British Students Going to the USA

Yesterday the US based Institute for International Education published its annual survey in to the number of international students studying at US universities. Open Doors 2009 shows that there has been an increase of 4% in the number of Brits in US higher education to 8,701. This includes students at all levels from diploma courses up to and including postgraduate study. The UK remains the 15th most important market for US Higher Education Institutions.

From our own research we can tell that the United States is still the most interesting destination for British students but many cannot take advantage of the opportunity to study there for their full undergraduate degree, primarily for financial reasons. This is unlikely to change in the midst of the current recession. The forthcoming increase in English tuition fees, however, could very easily narrow the gap in cost between British and US higher education, particularly at institutions where academic scholarships are available.

According to the Fulbright Commission's analysis of the Open Doors 2009 survey, there has been a moderate, 3% rise in students enrolled on full undergraduate courses in the USA but a 21% rise in non-degree programmes, including short term programmes such as summer schools and university exchanges.

The five most popular US institutions for British students are Harvard University, University of Central Florida, New York University, Columbia University and the University of Pennsylvania. As three of these universities are Ivy League schools it is clear that British students are mostly attracted to elite American higher education. The University of Central Florida and NYU are also highly respected universities in geographic locations likely to appeal to British students.

There is potential for a wider range of US universities to attract British students at undergraduate level; US efforts to recruit British students are only just scratching the surface at the moment. Because of the sheer number of US study abroad students who want to come to the UK (33,353 in 2007-08), US universities can benefit twice over from raising their profile in this country: firstly, through an increase in direct enrollments; and, secondly, by increasing demand amongst potential exchange students leading to an increase in the British-based partners they are able to offer their own students.

British students and their advisors currently have little awareness of the vast majority of US universities. While many are interested to attend events such as the recent USA College Day in London, very few arrive at such events with any knowledge of the institutions they will meet. We believe that a concerted approach throughout the year works better than a short term visit to these shores and that is the reason we developed the A Star Future promotional campaign. You are welcome to contact us if you would like to learn more about our initiatives.

Introducing CERAM-ESC Lille, Cote d'Azur

One of the most frequently asked questions by British students is about the relative quality of international universities. League tables, whatever their strengths and failings, are a fact of life in the decision making process.

For this reason, we are always keen to work with higher education institutions that have a good, international standing. CERAM-ESC Lille offers British students the chance to gain a French Grande Ecole education, with all courses taught in the English language.

CERAM-ESC Lille offers courses in the following disciplines at undergraduate level:

• Business
• Communications
• Engineering
• Aerospace and Aeronautics
• Environmental Science/Marine Biology

Most degrees are offered as dual degrees where students spend two years in the south of France before heading off to partner institutions in countries such as the USA, Canada and Australia. Alternatively students can study in the South of France for 7 out of 8 semesters.

We are learning more about CERAM-ESC Lille all the time. Further details are available on our website here.

Shortage of Places in UK Universities Set to Continue

According to an article in The Guardian yesterday, students applying to start university next autumn face a battle for places that will be even tougher than in 2009. Universities have been ordered to cap the number of extra places at just 10,000. These places will not be evenly spread between all institutions. In fact, the majority will be allocated to non-traditional higher education institutions rather than elite universities.

There was already extra pressure in the application procedure as a result of the approximately 50,000 students who failed to get a place at their chosen university this year. With so many students reapplying and already possessing the grades necessary for acceptance at good universities, those entering the Ucas process this year could find it even harder than usual to obtain a place. So far this autumn, there has already been a 15% increase in registrations with Ucas.

British universities will be unable to meet the demand for 2010 admissions, particularly as many expansion plans have been placed on hold as a result of the funding crisis in higher education. It is somewhat ironic that a government that campaigned on a mantra of “Education, Education, Education” will probably leave office unable to satisfy the demand that it created. The Conservatives main policy to address the funding crisis was announced this week at its party conference: discounts for the early repayment of student loans. This may very well increase funding for more than 10,000 places but it is unlikely to address the structural issues which restrict the expansion of higher education. As a result, there are likely to be admissions restrictions of one kind or another for much of the length of the next parliament.

So, what are the alternatives? We believe that young people should not be putting their lives on hold waiting for a place at a British university as a result of a financial situation that is beyond their control. We also believe that students should be looking at higher education with a harder focus. Whether it be a desire to advance in a particular profession, or a yearning to study a particular subject in depth, students need to be clear about why it is they wish to pursue higher education. Once this decision is made, however, we would suggest that students begin to look outside the United Kingdom for the solution.

Interest in the best US higher education has been growing in recent years. Awareness of universities in Europe is also increasing, particularly now that there is such a focus on the cost of tuition in this country. Countries such as the Netherlands (average fees c.€1,600) or Denmark (no fees) are starting to offer the kinds of courses that will attract international students. Other universities in Europe such as Universita Bocconi, CERAM Business School and Prague College offer education at a slightly lower or similar price to English universities. All of these institutions have their own areas of excellence and some of them measure up very favourably to the best British universities when comparing rankings.

Students wishing to pursue medicine and veterinary science have long been used to the extreme pressure for places at British universities. One Polish medical university indicated to me at the recent EAIE conference that applications from Britain have increased by 400% this year. As more subjects become restricted, we fully expect to see this trend expand to all areas of higher education.

We could very well be entering a period where not only is it sensible for students to know about international higher education opportunities, it is also essential.

About our School Presentations

We are just about to start out on the road with our 2009-2010 presentation. Here is a summary of what it contains:

A Star Future delivers approximately 100 presentations each year in schools up and down the country. Every year, we aim to ensure that tomorrow's students have the information they need to consider international opportunities as part of their future. We often find that we are the only source of information for many of the schools that we visit.

Our presentation addresses some of the key reasons why students should consider going abroad. We look at the career benefits of international experience as well as the personal benefits to the individual.

Increasingly we address the financial implications of higher education. As going to university becomes more expensive, more British students are willing to look at universities in other countries. From free education in some European countries to world leading education in the USA, Australia and New Zealand (for a little more than staying at home), the options have never been greater.

International higher education is a global phenomenon, one which British students are in danger of missing out on. As universities in the United Kingdom increasingly attract students from all around the world, tomorrow's students need to be aware that they will be entering a job market containing not only their peers but global citizens who have already amassed considerable international experience. Too often, international study opportunities are offered to British students when it is too late for them to participate. For this reason, we aim our presentations at Year 12 (Lower VI) students.

As a result of our presentation, students should be aware of some of the main opportunities available to them such as:

• summer schools
• semesters abroad/exchanges
• undergraduate degrees abroad
• joint degrees in two countries
• internship opportunities

Most of the opportunities we present are available in the English language. However, we would always recommend that students should learn the local language of the country they live in and we also offer advice on the best ways to learn.

After every presentation we provide email support to all students who are interested in learning more. We also provide each school that we visit with an information pack containing brochures and prospectuses of our partner institutions.

Because of our limited resources, it is difficult for us to be in more than one place at a time. Our presentation is typically free of charge to schools if it is booked within one of our scheduled visits to the right part of the country. For more information about our 2009-2010 schedule click here.

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We have a regular audience of schools that we get to every year but we are always interested in adding more to our list.

Introducing Think Education Group

We are delighted to announce a new partnership with Think:Education Group, Australia's leading provider of specialist, vocational education.

Think:Education Group includes colleges which focus on marketing and communications, tourism and hospitality, design and health & wellbeing. In recent years they have achieved a 100% success rate in terms of their graduates finding a job in the industry they train for. So, if you are worried about investing in your future with no guarantee of a job at the end of your studies, you might want to take a look at Think:Education Group.

It is also possible to study for your degree in two years. This is hard work. You will complete three years' worth of courses in two years. It is not a short cut. But, if you are motivated to get in to the workplace as quickly as possible, this might be the way for you to go.

To learn more about other Australian universities please visit www.astarfuture.co.uk .