Insights from QUT, UWA, Monash, RMIT and TAFE Queensland International
For a long time now, international education has played a fundamental role in the economic viability of universities and TAFEs across Australia. What’s more, the $20 billion industry has also become key to Australia’s economy, society and global competitiveness, as well as its relationship with other countries.
While Australia has been making leaps and bounds in its ability to attract international students, it is facing stiff competition from a growing list of countries interested in boosting international enrolments.
This increased competition, coupled with increased global student mobility and internationalisation, means it has never been more important for higher education institutions across Australia to ensure they stay ahead of the latest marketing and recruitment techniques to remain competitive and relevant in a rapidly changing industry.
Ahead of International Student Recruitment and Marketing 2016, five of Australia’s top Higher Education institutions share insight into the key tools and strategies they are using to develop an effective international student recruitment and marketing strategy to stay ahead of the game.
Below, Queensland University of Technology (QUT), Queensland TAFE International, University of Western Australia (UWA), Monash University and RMIT Vietnam, share 9 different steps universities and TAFEs can take to ensure they are successfully engaging students, and in turn, boosting international student numbers.
Establish a unique selling proposition (USP)
Kent Anderson, Deputy Vice Chancellor (Community and Engagement), University of Western Australia (UWA)
“International education is global and competitive; therefore you have to have focus and a USP. It is important to specifically know and understand what you want to sell and what is unique about your product that is different to another one.
Think about your USP country by country. For example, what is going to make a student want to study in Hokkaido Japan, versus Osaka in Japan? If you think about it in an external way and then use that process to apply internally, it will become easier to identify your USP and from there tailor your campaign.”
Understand what drives your students
Martin Lock, Manager – International Sales & Recruitment, TAFE Queensland International
“Capturing student insights is a big focus of our international student recruitment strategy. We are doing this by understanding some of the key things students are interested in when it comes to study.
Some of these include the portability of education, the employment outcomes, connections to different industries and the practicality of their study.
TAFE Queensland is industry and outcome driven and to understand what our students want, we have undertaken case studies with various students, as well as looking at the different environments students are coming from. The influence from family, local industry, country needs and the influence of lifestyle are all included in our approach to how we recruit students. Our aim is to match the needs and demands of students.
We have discovered that a lot of international student needs and expectations are closely aligned with our domestic market. As a result, we are comparing our domestic and international markets and if there is a correlation between the two of them, we are applying our domestic marketing strategy to our international market as well.”
To read the remaining 7 steps universities can use to boost international student numbers, download the full article here
Read the full article to learn more about how:
- The University of Western Australia are establishing a unique sales proposition, becoming and remaining data informed, and expanding their market research
- TAFE Queensland International is building a cohesive Australian brand by linking study to employment opportunities and also understanding what drives their students
- Queensland University of Technology is leveraging marketing automation as well as mapping out the student life cycle
- Monash University is engaging students through digital channels
- RMIT University Vietnam are monitoring their international competition and branching out to new markets to attract new students