International Marketing
Marketing CSU internationally is a responsibility of the Division of Marketing. In meeting this responsibility, the Division aims to work with all areas of the University and external stakeholders to develop a strong and integrated approach to international marketing, in line with the strategic direction of the University (in particular in line with the International Education Strategy).
The role of the International Marketing Officer is largely dedicated to international marketing activities at a university-wide level. However, in collaboration with the newly established Marketing Officers, is available to work with the Faculties, Schools and Course Coordinators, to ensure they maximise the effect of their international marketing expenditure.
See below an outline of how the International Marketing role can be of assistance to the Faculties, Schools and Course Coordinators in their strategies to increase international student numbers on campus and distance education.
Strategy Development
The Faculties, Schools and Course Coordinators are encouraged to be proactive in seeking new markets internationally and developing appropriate relationships. Therefore, the Division of Marketing (in collaboration/consultation with the Office of International Relations) will work with the Faculties, Schools and Course Coordinators to develop strategies for the markets in which they are active or wish to be active. These strategies and plans will be driven through the International Strategy Committee and UCPC with the support and active engagement of the Sub-Deans International and Faculty International/Marketing Committees.
The Division of Marketing will work in an advisory capacity in relation to international marketing strategy to market courses/course areas internationally by:
- Assisting with the development of promotional plans based on joint market knowledge
- Ensuring market information is made available on request
- Identifying key industries/professions /organisations/publications to target niche recruitment and assist with further development of any existing Faculty/industry partnerships
- Liaising with academics and alumni regarding course specific marketing opportunities
- Developing industry mailing lists/email lists and databases for direct course promotion
International Marketing Tools
Following the development of promotional plans, the Division of Marketing can assist with the development of international marketing tools that are market sensitive and compliant with the ESOS Legislation and National Code.
International Market Research
Due to the consistent growth of the Australian education industry in the last 20 years there is a considerable amount of market research available, and very useful in informing the University's strategy and plans. Specific requests or enquiries for international market research should be directed to the IMO. The IMO also works with the Market Research unit to provide CSU international student customer intelligence based on the new student survey and graduate destination survey.
International Advertising and Publicity
The Division of Marketing can assist with the development of international advertising and publicity that is market sensitive and compliant with the ESOS Legislation and National Code. Please contact the IMO for advice on international publications.
* Please note: Ideally the above services would be part of a broad international plan for your course(s)
Access to CSU's International Network
The University has identified a number of external stakeholders as key recruitment channels for international students. These include:
- CSU Course Providers (institutions in Australia or overseas who are contracted to deliver CSU courses)
- CSU Articulation Pathways (institutional agreement where credit is given to students at Articulation institutions. These students can articulate to CSU to complete their degree)
- CSU International Recruitment Representatives (IRR's) (education agencies in Australia or overseas that are contracted by CSU to recruit international students on campus or DE)
- AEI (Australian Education International - AEI is part of the Australian Department of Education, Science and Training (DEST). AEI uniquely integrates the development of international government relations with support for the commercial activities of Australia 's education community. To do this, AEI liaises with all sectors of the education and training industry and all levels of government.)
- Austrade (The Australian Trade Commission (Austrade) is the Australian Government agency that helps Australian companies win overseas business for their products and services by reducing the time, cost and risk involved in selecting, entering and developing international markets. Austrade are active in the Australian education activities in key markets.)
- Study Group (CSU has a service agreement with Study Group Australia to manage our study centres and they have a large network of offices and agents throughout the world. Study Group brands include Martin College , Taylors Foundation and Embassy CES)
- IDP Education Pty Ltd (IDP is a global company offering student recruiting and testing services around the globe. IDP is part-owned by 38 universities in Australia and represents all education sectors.)
Are you travelling overseas?
If you are travelling overseas on University business please make contact with the IMO and the Office of International Relations at least 1 month prior to your trip. The Division of Marketing can provide you with the relevant marketing materials and can arrange for appointments with key recruitment agencies where possible.
CSU Course Provider and Articulation Pathways
According to the AUIDF Benchmarking report the total percentage of students recruited through university pathways is 14.5%. For the students recruited outside Australia , conversion rates were highest for students recruited from a university's own pathway program (59.4% of applicants commenced). There is a market here we plan to capture to recruit for on campus, study centres or DE offerings. We will also leverage on building brand and reputation through and with our course providers and articulation partners in select markets.
CSU International Student Recruitment
The AUIDF Benchmarking indicates that 53.8% of students studying in Australia are recruited through agents, including 15.4% through IDP offices in Australia and overseas. JWT Education presented a paper titled ‘The International Student of 2005' at the AIEC Conference 2006 based on research on a large sample of international students studying in UK and Australia. 62% of Australian students surveyed submitted their university application through an agent. The services sought from agents included submitting university applications, visa and accommodation advice, provision of university marketing material and advice on which university to apply to. 88% of respondents found their agent extremely to quite useful.
In our February 2007 intake two thirds of our on campus international students applied directly to CSU and one third were recruited through IRR's or IDP offices. For distance education half of the students applied directly to CSU and half were recruited through IRR's or partner institutions.
The current list of our approved International Recruitment Representatives can be found on our international web site www.csu.edu.au/division/internat/recruitment/index.htm
International Student Exhibitions
There are international student exhibitions occurring throughout the year in a number of key markets. The University is moving away from extensive marketing missions and participation in IDP, AEI or Austrade trade shows/education exhibitions and is focusing on utilising articulation pathways and identifying niche markets globally. This does not mean that in some markets these events are not fruitful for Australian universities; however, they are expensive and to be successful in recruiting at these events universities must invest heavily in building brand awareness in country leading up to the proposed marketing mission.
As part of our service agreement with Study Group Australia to manage our Study Centres, their marketing staff regularly visit international markets and represent CSU at a number of exhibitions and events throughout the globe. They take with them general CSU information to distribute and there is opportunity to provide them with marketing materials in instances where courses are popular in a particular market.
Local International Student Market
The AUIDF Benchmarking indicates that 40% of international students studying in Australian Universities on campus have been recruited from the ‘Local International Student' market. Therefore the Division of Marketing are working on strategies to establish pathways through Secondary School and VTE providers as a pathway to CSU. CSU International UG on campus offerings are also published each year in the UAC and VTAC guides. It is reported Australian Universities get the best conversion rates from this market.
Fifty percent of our IRR's have offices based in Brisbane, Melbourne and Sydney and recruit from the local international market mostly through channels such as ethnic communities, English Language students, VET international students and holiday visa holders. We also have CSU branded shopfronts/admission centres at our CSU Study Centre locations in the central business districts of Sydney and Melbourne. These are managed by Study Group Australia and field study centre enquiries and forward other CSU enquiries to info.csu . In these shopfronts they have on display both domestic and international marketing material available for prospective students to take.
Contact
Amanda Tarbit, International Marketing Officer (phone 34375, fax 32764, email atarbit@csu.edu.au)