Marketing Strategies at the Belarusian State University Vadim Reznikov Baltic Sea Region University Network Seminar on Marketing and Networking for Internationalization

Marketing Strategies at the

Belarusian State University

Vadim Reznikov

Baltic Sea Region University Network

Seminar on Seminar on Marketing and Marketing and Networking Networking

for for InternationalizaInternationaliza

tiontion

Vilnius Vilnius University, University,

25 November 25 November 20112011

Vilnius, Vilnius, LithuaniaLithuania

BSU marketing service

Vadim Vadim ReznikovReznikov

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Objectiveto raise export of educational services of the BSU and increase quality of international applicants

In 2008In 2008 a a special unit special unit dealing with dealing with marketing of marketing of educational educational services was services was established established within the within the structure of structure of International International Relations Relations OfficeOffice

Need to:Need to:

- - professionprofessionalizalize and e and - - institutionalizinstitutionalizee

marketing marketing activitiesactivities

Directions of work1. analytical work2. information, promotion and communications 3. admission and enrollment4. orientation and adaptation

BSU marketing service


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Annual Annual WorkWork

ScheduleSchedule

January

FebruaryMarkets analysis

March Analysis of consumers

AprilDesigning the Strategy of marketingcommunications for the up-coming

enrollment campaign

May

JuneInformation and promotion campaigns

July

August

September

October

Admission and enrollments

November

December

Analysis of Results, Reports to administrationand MO

Analysis of markets: Geography

Main two trends Main two trends in the world’s in the world’s education education markets since markets since 19911991

Overgrowing demand for Overgrowing demand for education in the sphere of education in the sphere of social sciences and social sciences and humanities humanities

Diagram: Diagram: Study preferences of intern.stud. BSU, Study preferences of intern.stud. BSU, 2002-20102002-2010

Today Today China China –– absolute leader absolute leader in sending in sending students abroadstudents abroad. . 6% 6% of students of students body in body in European HEIs European HEIs are Chinese are Chinese nationalsnationals..

New markets New markets appeared:appeared:1) 1) Former soviet Former soviet statesstates2) 2) South-Eastern AsiaSouth-Eastern Asia

Diagram: Diagram: Changes in geographical Changes in geographical structure of international students since structure of international students since 1991, BSU statistics1991, BSU statistics


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Communications (languages)

20,9%

Business studies19,6%

Sciences18,3 %

Social and Humanitarian

studies11,2%

Engineering5,8%

International activity; 24,1%

Middle East and North Africa

CIS and Baltic

Asia

AfricaAmerica

Eastern EuropeCentral

Europe

-40

-30

-20

-10

0

10

20

30

40

50

New New MarketsMarkets

Lost Lost marketsmarkets

Structure of Structure of the regional the regional tuition feestuition fees

Comparing tuition fees in some classical universities of Comparing tuition fees in some classical universities of CISCIS, , $$ per yearper year

PositioningPositioning Costs of study at the BSU correspond to the cost level of Costs of study at the BSU correspond to the cost level of classical universities of CIS which are located in the cities classical universities of CIS which are located in the cities with 2 millions inhabitantswith 2 millions inhabitants

Analysis of markets: Costs of studies


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Moscow Uni.

Sankt-Peterbur

g

Novosibirks Uni.

Kazan Uni.

Kharkov Uni. BSU

Foundation course 4203 3800 3500 2200 2000 2300

Higher Education 7000 5300 4080 3024 30002700-3950

Master Studies 7000 5400 4080 3640 36002900-4050

PhD Studies 7500 5500 4920 3846 3800 3500

Important conclusionImportant conclusionCost of study depends onCost of study depends on::

1) 1) the level of educationthe level of education2) 2) specialty / study directionspecialty / study direction3) 3) enrollment procedure enrollment procedure (through the agent networks, after completing domestic foundation course, in the framework of bilateral agreement, if previously had high academic success etc.

Consumer analysis: economical background

Social and Social and economical economical abilities of abilities of

our our internationinternational studentsal students


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"A" - "B" Category. Higher Incomes;

2,6%

"C" Category. Incomes higher

than agerage; 4,9%

"D" Category. Incomes Lower than agerage;

82,4%

"E" Category. Low Incomes; 10,1%

0

10

20

30

40

50

60

70

80

90

1

Parents with incomes higher than average

28%Parents with average incomes

52%

Parents with incomes lower than average

8%

Parents with high incomes

12%

Most of international Most of international students coming from students coming from the countries with the countries with average incomes or average incomes or lower lower

Diagram: Diagram: the BSU the BSU IInternational students nternational students countries of origins, 2002-2010countries of origins, 2002-2010World Bank classification of countries World Bank classification of countries according to the average incomeaccording to the average income

Most of the BSU Most of the BSU students are coming students are coming from families with from families with average incomesaverage incomes

Diagram: Diagram: Families incomes (self Families incomes (self estimation), BSU international students estimation), BSU international students survey 2009survey 2009

Social and Social and economical economical abilities of abilities of

our our internationinternational studentsal students

Survey conducted in May 2008Survey conducted in May 2008


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Meals 150

Books 40

Transportation 45

Clothing 75

Leasure 40

Healf 45

Total 395

Average monthly budget ($) of the Average monthly budget ($) of the BSU international students, BSU international students,

self evaluationself evaluation

Consumer analysis: economical background

SatisfactorySatisfactory

Subjective Subjective factorsfactors

It’s good - It’s good - because it’s because it’s

expensive ;-) expensive ;-)

Evaluation of the BSU tuition fees, Evaluation of the BSU tuition fees, wherewhere 10 – 10 – is very high (negative)is very high (negative)

Analysis of consumers: price perception

UnsatisfactoryUnsatisfactory


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7.7

7.8

6.7

6

6.2

6.4

6.6

6.8

7

7.2

7.4

7.6

7.8

8

2007 2009 2010

Segment C Europe+USA+highly developed countires

of the East

6%

Segment B Former Soviet States

33% Segment A Asia+Middle East+Africa

61%

3 major 3 major clusters of clusters of customers customers – 3 target – 3 target

groupsgroups

Target groups: social background and educational interests


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•Apply for Apply for degree degree programsprograms

•Sufficient Sufficient level of level of previous previous educationeducation

•Sufficient Sufficient knowledge of knowledge of Russian Russian LanguageLanguage

•High Ability of High Ability of cultural cultural adaptationadaptation

•Apply for degree Apply for degree programsprograms

•Insufficient level of Insufficient level of previous educationprevious education

•No Command of No Command of Russian LanguageRussian Language

•Low Ability of Low Ability of cultural adaptationcultural adaptation

•Apply for Non-degree Apply for Non-degree programs (Language Courses, programs (Language Courses, Internships, Cultural and Study Internships, Cultural and Study Visits)Visits)

Diagram: Diagram: Distribution of the BSU foreign Distribution of the BSU foreign students in 2009 to the target groupsstudents in 2009 to the target groups

3


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Target groups: peculiarities of decision making process

Segment C Europe+USA+highly developed countires

of the East

6%

Segment B Former Soviet States

33% Segment A Asia+Middle East+Africa

61%

•Able to gain Able to gain information information from different from different independent independent sources sources but but also trust to also trust to the experience the experience of the of the someone elsesomeone else

•Seeking for Seeking for quality quality education but education but follow the follow the ideas on ideas on prestige and prestige and common common trendstrends

•Decision is made on Decision is made on the basis of the basis of experience of the experience of the person they trust person they trust (friends, relatives)(friends, relatives)

•Seeking for Seeking for sustainability sustainability (preference is given (preference is given to state universities to state universities and especially to the and especially to the major ones)major ones)

•Decision is made independently on the Decision is made independently on the basis of information gained from different basis of information gained from different sourcessources•Seeking for quality education and Seeking for quality education and comfort environmentcomfort environment

Diagram: Diagram: Distribution of the BSU foreign Distribution of the BSU foreign students in 2009 to the target groupsstudents in 2009 to the target groups

3 major 3 major clusters of clusters of customers customers – 3 target – 3 target

groupsgroups

3

Sources of Sources of informationinformation


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63

12

19

10

49,7

11,8

23

14,5

0

10

20

30

40

50

60

70

from friends from internet from agents other (PRs, Media, Exibitions,etc.)

2008 2009

Target groups 1 and 2: major sources of information

Histogram: Sources of information Histogram: Sources of information used by international students, used by international students, surveys 2008 and 2009surveys 2008 and 2009

Designing marketing communication strategy


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Main Main principle – principle –

to to differentiate differentiate marketing marketing strategy in strategy in accordance accordance with target with target

groupsgroups

Target group 1

Target group 2

Target group 3

Goals of communication

To maintain positive image

To show advantages

To provide specific information

Language of communication

National languages (Chinese, Vietnamese, Turkish, Spanish, Arab,

Persian)

Russian English

Ways of Promotion (most effective)

Agents-to-educators Fairs

International exhibitions, one-to-

one counselingDirect mailings

Channels of promotion and means of admission

Make use of recent students,

broadening agents network

Direct application Direct application

5 5 advantages advantages of study at of study at the BSUthe BSU


Creating Creating support support imageimage


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Presentation for your international students Presentation for your international students “Tell you friends how to come for study to our “Tell you friends how to come for study to our universityuniversity»»

More than 50% of applicants from Segment A apply More than 50% of applicants from Segment A apply because their fiends (graduates or recent students) told because their fiends (graduates or recent students) told themthem


Make Use Make Use of your of your recent recent students as students as a a main main channel of channel of promotionpromotion


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15

University University top top managememanagement meets nt meets internationinternational students al students

I would like to assure all of you that your friends and relatives are always welcome at our university and we will always give them favour in admitting

for studies.

All necessary information about study programs and enrollment you are

always able to get at the International Office or at our internet site

www.bsu.by


Make Use Make Use of your of your recent recent students as students as a main a main channel of channel of promotionpromotion


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16

University University Internet siteInternet site

Mail / e-mail Mail / e-mail communicaticommunication on

Channels of Channels of promotion – promotion – creating creating agent agent networknetwork

We expect our prospective We expect our prospective partners to send us their partners to send us their business proposal containing business proposal containing the following information:the following information:- Company name, address and - Company name, address and contact details;contact details;-- Brief description of activity in Brief description of activity in the market;the market;- List of existing partners with - List of existing partners with their contact detailstheir contact details-- Brief review of education Brief review of education market in the country / regionmarket in the country / region

Download advertising Download advertising materialsmaterials



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Relevant Relevant resources on resources on INTERNETINTERNET

Channels of promotion – creating agent network

Select a country your agents are Select a country your agents are coming fromcoming from

http://http://www.schoolsandagents.comwww.schoolsandagents.com


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Relevant Relevant resources on resources on INTERNETINTERNET

Channels of promotion – creating agent network

http://www.agentschat.com/http://www.agentschat.com/


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Agents – to educators Fairs

ICEF - www.icef.comFall-Turkey a2 - http://www.aafair.com WEBA Agents http://www.webaworkshops.com

1. Is it 1. Is it more more expensive expensive than than classical classical educational educational fair? - fair? - NONO

2. Does you 2. Does you reach reach target target group? - group? - YESYES


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http://www.icef.com/

http://www.aafair.com/

http://www.webaworkshops.com/

20

Agents – to educators Fairs

ICEF calendar

Workshop Workshop in China in China October October

20102010

Fall-Turkey a2

Workshop Workshop in Turkey in Turkey

March 2011March 2011


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Dealing with agents1. Is it 1. Is it more more expensive expensive than than classical classical educational educational fair? - fair? - NONO2. Does you 2. Does you reach reach target target group? - group? - YESYES

3. A3. Agents gents as as aa marketingmarketing partners - partners - YESYES


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22

Dealing with agents

Concluding Concluding an an agreement agreement with agentwith agent


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Dealing with agents

Concluding Concluding an an agreement agreement with agent with agent – the BSU – the BSU experienceexperience

Discounts depend on the quantity of students received

Agents help Agents help to deal with to deal with internationinternational studentsal students


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Documents

Marketing Strategies at the Belarusian State University Vadim Reznikov Baltic Sea Region University Network Seminar on Marketing and Networking for Internationalization