SOUTH KOREA PROJECT

July 2016

Company Name: Helen Gibbard (NTU_IDO)University Supervisor: Julie Vernon

Team Member: Linh Tran

AGENDA

– Objectives

– HESA and full cycle stats

– SWOT Analysis

– Key findings

– Recommendations

– Propose strategies

– Q&A

06 July 2016 2

OVERALL

06 July 2016 3

• Aims of this projects

– Deeply understand the South Korea market insights:

• Key influences

• Online behaviour

• Competitors analysis

– Propose strategies to develop NTU’s online presence

– Raise awareness amongst the target audience

• Approaches

- Secondary data research using British Council data, NTU data and other sources

- Primary research: Interview

- 8 interviews (2 directly and 6 online via FB)

- 4 UG – art and design school and 4 PGT- 1 NBS, 3 art and design school

- 2 informal interviews with Daniel Shin – Lecturer/Senior Lecturer, Product Design

and Andrew Plant - College International Manager, NTU Global

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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SOUTH KOREA: A POTENTIAL MARKET?

06 July 2016 5

Top 10 Universities

2012/13 2013/14 2014/15

University of the Arts, London (295) University of the Arts, London (265) University of the Arts, London (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) The University of Manchester (95)London School of Economics and Political Science (80)

The University of Sheffield (80)London School of Economics and Political Science (75)

Kingston University (75)

London School of Economics & Political Science (70)

The School of Oriental & African Studies (75)

The University of Manchester (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 Birmingham (55) Royal College of Art (60) The University of Oxford (55)

HESA DATA: Not eligible to pay home fees; First Year; : Non Visiting And Exchange Students; Full-time & Sandwich.

0

200

400

600

800

1000

1200

PGR PGT UG

New

en

ro

ls a

t U

K u

niv

ersit

ies

HESA Data – South Korea

12/13

13/14

14/15

Top 5 Subject areas

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)

SOUTH KOREA: DEMOGRAPHIC FORECAST

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25-29 Demographic is expected to increase 15%, and could be stable

in the next 5 years.

• PG would be the potential market for NTU

Overall: South Korea market would be the stable market, to tackle

this market NTU should use penetration strategy.

Demographic Changes

20 -25 Demographic (right) is expected to decline by approx. 15% in

the next 5 years.

• UG enrolments likely to be affected

• NTU should focus on recruiting students for PG courses in the next five

years

NTU FULL CYCLE DATA – APPLICATIONS, ENROLMENTS AND AGENTS

0

2

4

6

8

10

12

14

16

18

UG

12/13

UG

13/14

UG

14/15

PGT

12/13

PGT

13/14

PGT

14/15

New

en

ro

ls a

t N

TU

NTU data – South KoreaDirect

NTIC

06 July 2016 7

Top Agents not include NTIC

2013 2014 2015

Dong Suh (3) Dong Suh (1) Dong Suh (1)

School guide Seoul (2) x EDM education (1)

x x UK Arts Uhak (1)

Conversion Data

UG PGT

Apps Enrols Conversion (%) Apps 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

Top 5 subjects area

2012/13 2013/14 2014/15 2012/13 2013/14 2014/15

PT PT PT UG UG UG

Art and design x x x 7 7 14

Architecture Design & Built Enviro

1 1 2 1 1 2

Business & administrative studies

x x x x x 1

Art and humanities 1 1 2 2 x

Social Sciences 1 1 x x x x

Science and Technology

x x x 2 1 x

COMPETITORS ANALYSIS

• Offers a joint-degree in Korea

• Alumni activities

• Partnership and cobranding events

• Recruit National officer in South

Korea

• International Team-led Activities

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KEY INFLUENCES

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Important factors in selection of institution

• When selecting which institutions to study at the

most important factor affecting their decision is

Quality of the course, which influenced 23.9% of

prospective students.

• Followed by career prospects (15.3%) and

institution reputation (10.2%).

• Especially, ranking is not considered as an

important factors.

KEY INFLUENCES

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What are the aspects being considered by Korean Students?

1. Facilities

2. Alumni feedbacks/Alumni profiles

3. Employability rate

4. Work placement

5. Student support (English tutor)

Source: Author’s primary research

SOURCES OF RECOMMENDATION ON INSTITUTION

•Personal research is the

source of greatest influence

on students' choice of

institution, 68.1% of the

respondents chose this. It is

followed by Friends which

had 8.8% of prospective

students chose it.

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ONLINE CONSIDERATION PROCESS

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• Search engine

• Google/Naver

• Alumni Profiles

Personal Research

• Final school list

• Application process

Agencies• Social media:

Facebook

• Blog / University Website

Alumni

Source: Author’s primary research

Search engines used

• Amongst prospective students the most

popular search engine was Google which

52.3% used on a regular basis.

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• Amongst prospective students the most

popular social networking site was Facebook

which 26.8% used on a regular basis.

Social networks used

• Uway

• Uhak.com

• YESuhak

06 July 2016 14

Education Web Searches

Source: Author’s primary research

High schools websites

Top high schools send Korean students

abroad for higher education.

• 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

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Source: Author’s primary research

06 July 2016 16

SWOT AnalysisNTU IN SOUTH KOREA

S w

T O

Weakness

1. The University’s brand is slowly growing and mainly popular with Art and design school.

2. Nottingham not a major city. 3. Perspective Korean students do

not have various choices to contact with NTU.

4. Rely on mainly two or three agencies.

5. Middle ranking

Opportunity

Strength

1. UK’s Top 5 Universities for Fashion & Textile (School of Art and Design)

2. Significant modernization, investing in facilities and technology

3. An outstanding reputation for employability

4. Number One University for International students

5. Safe, peaceful and low living cost city 6. Work placements guarantees

Threat

1. The low birth rate continues 2. US is popular among

Korean students 3. The dominant of direct

competitors such as:Golfsmith, Kingston

1. The increase of Korean students study via foundation courses and English language courses

2. Alumni play an important role in recruitment and partnerships

3. The Youth Mobility Scheme by the UK government – Tier 5 Visa

4. The British Council activities5. Partnerships Korean universities

What are difficulties Korean students face when apply for NTU?

• Difficult to find “friendly” contact points except NTU website

• Be massive by a huge information which are not customised for Korean students

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What do KOREAN students need?

• Official channels for Korean students to contact with Korean alumni and current students

• Simple introduction documents (brochures/online posters/email) in Korean

THE SOLUTION IS

CREATE THE NTU KOREAN STUDENTS BLOG

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Main contents

• Student-life experiences of Korean student in NTU

• Blogs/ Vblogs

• NTU school’s facilities

• NTU scholarships for Korean students

• Video conference lectures/live video

• Virtual tour

• Alumni network

• Q&A

Recruits bloggers and pay forthem to create contents for thisblog and also manageNottingham Trent KoreanStudents Fan Page

v

06 July 2016 19

NTU KOREAN

STUDENTS BLOG

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Agencies online

channels

Website – Social networks

– Email marketing

NTU online channels

Website – Social networks

– Email marketing

Paid channels

- Advertorials

- Facebook ads

- Keywords ads

- (Google& Naver)

Earned channels

- WOM (Korean societies)

- Viral (High profile

articles)

- Creative stuff from Art

and design school

ONLINE CONSIDERATION PROCESS

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• Search engine

• Google/Naver

• Alumni Profiles

Personal Research

• Final school list

• Application process

Agencies• Social media:

Facebook

• Blog / University Website

Alumni

Source: Author’s primary research

06 July 2016 22

study art and design in UK

ONLINE CONSIDERATION PROCESS

06 July 2016 23

• Search engine

• Google/Naver

• Alumni Profiles

Personal Research

• Final school list

• Application process

Agencies• Social media:

Facebook

• Blog / University Website

Alumni

Source: Author’s primary research

06 July 2016 24

www.ntu.ac.uk/korea

PROSPECTIVE STUDENTS

NTU offers of financial aid

SHORT-TERM STRATEGIES (3 MONTHS)

06 July 2016 25

Key Deliverables Next steps Timing

Support NTU Korean Society to aid their events & create official FBFan page

Meeting with members of Korean Society to discuss their yearly •

activities.Offer of financial aid for use in events.•

Recruits admin• team to manage this Fan page

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)

Produce Korean specific materials

• Specific images and Korean text• Highlight these topics: Prospective programs courses/ Scholarships

for Korean students/ Alumni testimonial/ English supports

Modify Ntu.ac.uk/koreapage

• Link with NTU KOREAN STUDENTS BLOG• The scholarships list • Simple brochures of perspective courses in Korean• Sign up for meetings with current Korean students in NTU?

LONG-TERM STRATEGIES (1 YEAR)

06 July 2016 26

Key Deliverables Next steps Timing

Korean Society/Alumni activities

• Attend all events in order to build relationships to result in effective& engaged alumni assistance, record footage & take photographs tobe used in future marketing campaigns.

• Do students’ profiles/ stories

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.

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 persective

Korean students

Interactive marketing activities

• Consider video conference lectures/live video (Partnership with High School)

• Virtual tour (Partnership with High School)• Online assistance form Korean student

BUDGET CONSIDERATION

•Short-term •Long-term

06 July 2016 27

Cost

NTU Korean Society

£tbc

Recruits adminteam to manage this Fan page

£500/2students/ 1 years

Projection (maximum)

£2500

Cost

Keywords campaign

£1000

Facebook ads £1500

Advertorials £tbc

High schoolpartnership

£tbc

Projection (maximum)

£5000

FURTHER RECOMMENDATIONS

•Even though this generation are drawn towards online resources,parents of Korean students have a strong influence on decision makingand prefer advertising from traditional channels such as: Recruitmentfairs/ events, Hard-copy promotional materials etc.

06 July 2016 28

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