the i-graduate icef agent barometer south east …...established in 2007, the icef agent barometer...

The i-graduate ICEFAgent Barometer

South East Asia findings

© i-graduate confidential 2017 1


6

i-graduate: Market Leading Insight

All materials strictly copyright © i-

graduate 2016

http://www.ku.dk/english

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The i-graduate ICEF Agent Barometer


Online survey developed in partnership by i-graduate & ICEF

Established in 2007, the ICEF Agent Barometer has tracked the opinions of agents across the world for over 10 years

The 2017 study ran during September - October

Overall 1,456 agents responded from 107 countries

Today’s Focus


Agent Profile

Scope of Activity &

Placements

Higher Education Revenue

Mobility Concerns

Marketing

Best Study Destination


Agent Profile of Respondents

Summary of agent demographics

1,456 agents responded from 107 countries

16%

7%

7%

5%

4%

4%3%3%3%3%

3%2%

2%2%

2%2%

2%1%1%

1%

25%

IndiaNepalBrazilNigeriaCanadaVietnamRussian FederationPakistanTurkeyAustraliaChinaColombiaSpainUkraineItalyMexicoUKKazakhstanMalaysia


Approximately how many institutions does your company represent?

Institutions represented

13

280

213

147

107101

76

43

2315

30

274

0

50

100

150

200

250

300

1 2-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 More than100


Base no: 1,322

Growth in the number

representing 2 - 20 institutions

How many students have you sent in the last 12 months?

Total students placed

8% 8% 8% 6% 5%

18% 20%

8%

4% 3%

7%

3% 1%0%

5%

10%

15%

20%

25%

Base no: 1,116


+2% +1%

+2%

Contracts with institutions

Do you have contracts in place with the institutions you work with?

70%

24%

3% 3%

Yes, always

Yes, sometimes

No

Don't know


Base no: 787


Scope of Activity

What services does your company provide to students as clients?

Student services (Top 10)

69%

71%

73%

73%

73%

75%

82%

84%

85%

88%

50% 60% 70% 80% 90%

Health insurance

Pre-departure briefing

Airport pick-up

Career counselling

Interviews

Accommodation – on-campus residence

Promotional materials

Visa processing

Program applications

Program selection counselling


Base no: 903

For which programmes do you recruit students?

Programme levels

10%

20%

34%

48%

49%

51%

54%

62%

62%

63%

67%

74%

76%

79%

0% 20% 40% 60% 80% 100%

Other

University: Distance Education/Online Learning

Work & Travel/Study Programmes

Vocational Diploma/Further Education

Secondary and High School

Certificate/Foundation

Pre-Masters/Postgraduate Qualifying Programmes (PQP)

University: Foundation

Pathway Programmes

Diploma

MBA Programmes

English Language Programmes

University: Graduate/Postgraduate

University: Undergraduate


Base no: 1,401

What subject area were the students you sent abroad in the last year looking for? (prompted if ‘University: Undergraduate’ or‘University: Graduate/Postgraduate’ selected in ‘How many students have you sent in the last 12 months’)

Subject areas of interest

19%

28%

36%

41%

58%

66%

77%

79%

94%

0% 20% 40% 60% 80% 100%

Other

Natural Sciences

Media-related studies

Social Sciences

Medicine/Healthcare

Hospitality/Tourism

Computer Sciences

Engineering

Business-related studies


Base no: 890

Types of Language Programmes


Base no: 796

5%

5%

13%

15%

16%

19%

16%

28%

43%

57%

65%

79%

3%

4%

10%

12%

16%

17%

18%

24%

41%

56%

59%

79%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85%

TOIEC preparation

Other

Language for teachers

Language for HighSchool

Group study tour

Cambridge examspreparation

Language plus anothersubject

TOEFL preparation

Business/Professionallanguage

IELTS preparation

Language for academicpurposes

General language

2017 (796) 2016 (638)

What types of language programmes do you place students in?

Which sectors are most interesting for work & study programs in your agency?

Sectors of interest for work & study programs (top 10)

22%

23%

25%

30%

32%

38%

39%

40%

61%

66%

0% 20% 40% 60% 80% 100%

Automotive

Events and Fairs

Trade and Retail

Service Industry

Art/Design

Software Industry

Healthcare

Financial Services

Tourism

Hospitality


Base no: 877


Number of students placed in last 12 months

687

6.211

7.455

8.579

9.353

9.687

10.969

14.063

14.689

26.445

31.241

35.894

86.988

0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 90.000 100.000

University: Distance Education/Online Learning

Pre-Masters/Postgraduate Qualifying Programme (PQP)

Certificate/Foundation

University: Foundation

Vocational Diploma/Further Education

Pathway Programmes

Secondary and High School

MBA Programmes

Diploma

Work & Travel/Study Programmes

University: Undergraduate

University: Graduate/Postgraduate

English Language Programmes


Base no: 1,116

Number of students placed in the last 12 months:trend data



Number of placements

2017 (1116) 2016 (897) 2015 (1358) 2014 (912) 2013 (995) 2012 (776)

Total 224,219 207,727 297,488 360,065 328,877 237,734

Schools 10,969 11,436 16,202 39,419 26,523 12,500

Vocational Education 9,353 9,728 9,546 16,259 15,978 15,646

Foundation 8,579 6,540 8,811 16,080 11,189 12,489

Undergraduate 31,241 23,812 32,692 42,923 31,575 33,347

Graduate/Postgraduate 35,894 26,720 40,386 46,461 35,879 31,895

MBA Programmes 14,063 9,580 11,678 13,209 21,835 8,031

Work & Travel / Study 26,445 n/a n/a n/a n/a n/a

Language Courses 86,988 109,639 148,690 145,115 161,402 104,530

Distance education/Online learning 687 895 1,505 1,165 12,780 No data

18

16%

24%

49%

55%

53%

44%

47%

17%

24%

42%

46%

47%

44%

49%

11%

20%

32%

42%

45%

50%

52%

0% 10% 20% 30% 40% 50% 60%

Ireland

New Zealand

United Kingdom

EU (excluding UK, Ireland)

USA

Australia

Canada

2017

2016

2015

In which countries do you place students for the following programme levels? (all programme levels)

Where are agents sending students?

In which countries do you place students for Language courses?

43%

51%

56%

49%

54%

68%

79%

67%

73%

43%

49%

59%

51%

54%

67%

79%

70%

77%

21%

25%

27%

34%

35%

37%

59%

70%

62%

70%

16%

20%

23%

30%

34%

36%

58%

64%

61%

65%

17%

18%

26%

29%

32%

34%

57%

63%

63%

64%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Spain

France

Germany

Malta

New Zealand

Ireland

Australia

UK

Canada

USA

2017 (827)

2016 (686)

2015 (1072)

2014 (511)

2013 (591)

Placing students in countries – Language courses: Top 10


In which countries do you place students for Secondary and High School?

Placing students in countries – Secondary and High School: Top 10

22%

27%

29%

34%

28%

42%

49%

67%

73%

70%

19%

26%

29%

29%

31%

41%

50%

70%

77%

67%

10%

10%

11%

14%

14%

23%

41%

54%

56%

57%

7%

13%

9%

17%

14%

26%

33%

46%

53%

63%

6%

9%

10%

15%

15%

20%

36%

50%

53%

64%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Spain

France

Switzerland

Ireland

Germany

New Zealand

Australia

UK

USA

Canada

2017 (496)

2016 (415)

2015 (522)

2014 (303)

2013 (319)


In which countries do you place students for Vocational Diploma/Further Education?

Placing students in countries – Vocational Diploma/Further Education: Top 10

23%

27%

29%

40%

32%

79%

67%

61%

82%

98%

16%

20%

26%

29%

24%

56%

58%

47%

66%

76%

5%

11%

8%

11%

10%

38%

34%

37%

50%

62%

5%

7%

7%

12%

9%

28%

32%

32%

49%

62%

3%

4%

5%

6%

6%

26%

28%

29%

48%

64%

0% 20% 40% 60% 80% 100% 120%

Italy

Malaysia

Switzerland

Ireland

Singapore

UK

New Zealand

USA

Canada

Australia

2017 (478)

2016 (346)

2015 (590)

2014 (238)

2013 (230)


In which countries do you place students for University: Undergraduate?

Placing students in countries – University: Undergraduate: Top 10

23%

28%

25%

33%

29%

45%

74%

65%

72%

67%

21%

30%

26%

31%

38%

49%

75%

66%

76%

71%

9%

13%

15%

15%

18%

29%

56%

51%

62%

55%

8%

10%

14%

15%

18%

30%

49%

54%

57%

59%

11%

11%

13%

13%

21%

28%

51%

54%

59%

61%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Spain

Switzerland

Malaysia

Ireland

Germany

New Zealand

UK

Australia

USA

Canada

2017 (864)

2016 (648)

2015 (970)

2014 (517)

2013 (563)


In which countries do you place students for University: Graduate/Postgraduate?

Placing students in countries – University: Graduate/Postgraduate: Top 10

17%

20%

22%

31%

28%

45%

74%

66%

70%

61%

19%

21%

21%

28%

36%

45%

73%

62%

73%

65%

9%

11%

12%

14%

18%

28%

54%

53%

60%

49%

7%

12%

9%

15%

16%

28%

47%

53%

56%

55%

9%

10%

10%

13%

21%

27%

50%

55%

57%

59%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Italy

Malaysia

France

Ireland

Germany

New Zealand

UK

Australia

USA

Canada

2017 (822)

2016 (565)

2015 (843)

2014 (513)

2013 (538)


In which countries do you place students for MBA Programmes?

Placing students in countries – MBA Programmes: Top 10

23%

21%

19%

25%

27%

41%

57%

73%

65%

67%

23%

22%

23%

27%

28%

46%

59%

73%

67%

70%

9%

9%

10%

11%

13%

22%

42%

52%

52%

62%

7%

8%

9%

9%

12%

20%

46%

47%

49%

56%

10%

8%

10%

15%

12%

22%

51%

46%

56%

56%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Singapore

France

Malaysia

Germany

Ireland

New Zealand

Canada

UK

Australia

USA

2017 (680)

2016 (433)

2015 (658)

2014 (329)

2013 (404)


In which countries do you place students for Work & Programmes?

Placing students in countries – Work & Travel / Study Programmes: Top 10

5%

6%

7%

7%

22%

22%

30%

43%

44%

44%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

South Africa

Spain

France

Germany

Ireland

New Zealand

UK

USA

Australia

Canada

2017 (323)



Distance Education / Online Learning

How large is the share of students in your agency interested in online learning?


Base no: 983

76%

15%

5%

2%

2%

0%-5%

5%-10%

10%-20%

20%-30%

>30%

0% 10% 20% 30% 40% 50% 60% 70% 80%

What are some of the main reasons why international students would consider studying online over studying overseas?


Base no: 965

2%

12%

16%

36%

48%

72%

0% 20% 40% 60% 80%

Other reasons

The quality and reputation of the course

The quality and reputation of the institution

Convenience of online

Family/Work/Personal reasons

Lower cost

Do most of your prospective students indicate a strong preference for some element of in-country experience as part of their education?


Base no: 968

63%11%

26%

Yes

No

Not sure

Do you think there are specific types of students who are interested in online postgraduate studies?


Base no: 965

53%

22%

10%

9%

6%

Students working full-time

Students with family responsibilities

Students who have taken online modules orcourses before

Students who went abroad to get a degreefrom a foreign university

Other

Which degree levels are most interesting for online learning in your agency?

Degree levels of interest for online learning

16%

17%

21%

42%

50%

0% 10% 20% 30% 40% 50% 60%

Postgraduate research degrees(PhD, DPhil)

Foundation Degrees

Undergraduate degrees (BA, BSc,etc.)

MBA's

Postgraduate taught degrees(MA, MSc.)


Base no: 976

+9%

Which subject areas are most interesting for online learning in your agency?

Subject areas of interest for online learning

3%

10%

10%

21%

26%

26%

27%

35%

87%

0% 20% 40% 60% 80% 100%

Other

Natural Sciences

Medicine/Healthcare

Engineering

Media-related studies

Social Sciences

Hospitality/Tourism

Computer Sciences

Business-related studies


Base no: 307

+9%

Would your business be interested in establishing agent agreements to refer prospective online students on a referral fee basis?


Base no: 936

80%

8%

12%

Yes

No

Not sure


Higher Education

Higher Education: How many higher education institutions do you represent as a contracted agent?


Base no: 899

5%

38%

21%

16%

8%

12%

None

1-10

11-25

26-50

51-100

More than 100

Higher Education: What ONE improvement on the higher education institutional side would MOST help you recruit more students?


Base no: 896

30%

26%

14%12%

9%

3% 1%5%

0%

5%

10%

15%

20%

25%

30%

Offer morescholarships

Processapplications faster

Visit offices /actively recruit

Raise commissions Provide leads /better leads

Pay faster Involve alumni Other

Higher Education: What is the SINGLE greatest benefit you receive by representing higher education universities?


Base no: 893

46%

23%

22%

7%2%

Raises awareness and prestige ofour agency

Diversifies our own businessportfolio

Top preference of our students

Generates more revenue

Other


How Many Students do Agents Expect to Place in the Next 12 Months?

In the coming 12 months do you expect to send:

8%

5%

5%

8%

5%

5%

5%

5%

4%

4%

3%

3%

2%

24%

23%

22%

17%

20%

19%

19%

19%

19%

17%

13%

13%

13%

68%

72%

73%

74%

75%

76%

76%

76%

77%

78%

84%

84%

85%

0% 20% 40% 60% 80% 100%

Certificate/Foundation (496)

Pre-Masters/Postgraduate Qualifying Programme (PQP) (531)

Secondary and High School (510)

University: Distance Education/Online Learning (183)

University: Foundation (632)

Vocational Diploma/Further Education (467)

English Language Programme (817)

Work & Travel/Study Programme (343)

Pathway Programme (602)

Diploma (653)

University: Undergraduate (843)

MBA Programme (715)

University: Graduate/Postgraduate (811)

Less The same More

How many students do you expect to place in next 12 months –by Programme



Student Mobility Concerns / Difficulties

What are the main concerns/questions/complaints students and parents have?

Main concerns/questions/complaints – BEFORE departing

60%

52%46% 44%

26% 26%

16%12%

0%

10%

20%

30%

40%

50%

60%

70%

Difficulty withlanguage

Financial difficulties Difficulty withaccommodation

Personal safety Difficulty with theprogramme

Cultural difficulties Difficulty withteaching staff

Other


Base no: 703

60%

52%

46%44%

26% 26%

16%

31%

38%

52%

25%

38%

57%

32%

0%

10%

20%

30%

40%

50%

60%

70%

Difficulty with language Financial difficulties Difficulty withaccommodation

Personal safety Difficulty with theprogramme

Cultural difficulties Difficulty with teachingstaff

What are the main concerns/questions/complaints students and parents have?

Main concerns/questions/complaints – BEFORE AND AFTER departing


Base no: 653

Student mobility concerns (inner circle 2017 vs outer circle 2016)

Have you experienced any student mobility concerns/difficulties in 2017? (Note: This would include study visa, work visa, financial, insurance, accreditation, global economic situation, global political situation and safety concerns/difficulties)

43%

57%

25%

75%

Yes No


Base no: 863

Which student mobility concerns/difficulties did you encounter in 2017?

Student mobility concerns year-on-year 2009-2017:

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Study visa Financial GlobalEconomicSituation

GlobalPoliticalSituation

Work visa Safety Accreditation Insurance Other

2017

2016

2015

2014

2013

2012

2011

2010

2009


Base no: 636

Which student mobility concerns/difficulties did you encounter in 2017?

Student mobility concerns

7%

6%

8%

17%

25%

41%

30%

48%

74%

3%

6%

11%

22%

26%

32%

35%

38%

71%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80%

Other

Insurance

Accreditation

Work visa

Safety

Global Economic Situation

Global Political Situation

Financial

Study visa

2017 (363) 2016 (172)


Base no: 368

In which countries did you experience these concerns/difficulties (Work Visa)?

Work Visa concerns

1%

1%

1%

1%

1%

1%

1%

1%

3%

3%

4%

4%

6%

6%

8%

10%

13%

25%

31%

49%

49%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%

France

India

Indonesia

Japan

Malaysia

Malta

Russia

South Korea

South Africa

Thailand

China

The Netherlands

Singapore

UAE

Germany

Ireland

New Zealand

United Kingdom

Australia

Canada

USA

2017 (72)


Base no: 80

In which countries did you experience these concerns/difficulties (Study Visa)?

Study Visa concerns

0%

2%

2%

2%

2%

2%

3%

3%

4%

4%

4%

5%

5%

5%

5%

6%

6%

7%

11%

14%

19%

33%

46%

49%

61%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65%

Indonesia

Philippines

Thailand

South Africa

Singapore

UAE

India

Malaysia

Malta

South Korea

Russia

Switzerland

Italy

The Netherlands

Spain

Japan

France

China

Ireland

Germany

New Zealand

United Kingdom

Australia

USA

Canada2017 (246)


Base no: 256

In which countries did you experience these concerns/difficulties (Financial concerns)?

Financial concerns

0%

1%

2%

2%

2%

2%

3%

3%

3%

3%

3%

4%

4%

5%

5%

5%

9%

11%

11%

11%

22%

42%

46%

50%

53%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60%

IndonesiaPhilippines

JapanSouth Korea

ThailandUAE

ChinaMalaysia

MaltaRussia

South AfricaIndiaItaly

SpainThe Netherlands

SingaporeIrelandFrance

GermanySwitzerland

New ZealandCanada

USAUnited Kingdom

Australia

2017 (111)


Base no: 138

In which countries did you experience these concerns/difficulties (Global Economic situation)?

Global Economic Situation

1%

3%

3%

3%

4%

5%

5%

5%

5%

5%

6%

6%

6%

8%

9%

9%

10%

10%

10%

13%

19%

25%

51%

52%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%

JapanThailand

South KoreaPhilippines

IndiaUAE

The NetherlandsSouth Africa

MaltaItaly

SpainSingapore

FranceRussia

New ZealandGermany

SwitzerlandMalaysia

ChinaIreland

AustraliaCanada

United KingdomUSA

2017 (79)


Base no: 114

In which countries did you experience these concerns/difficulties (Global Political situation)?

Global Political Situation

0%

2%

2%

2%

2%

2%

2%

2%

3%

3%

3%

3%

4%

4%

5%

5%

7%

7%

9%

9%

10%

12%

15%

48%

76%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80%

The Netherlands

Indonesia

Japan

Thailand

Singapore

South Korea

Philippines

South Africa

China

UAE

Switzerland

Malta

Italy

Spain

Malaysia

New Zealand

India

Russia

Australia

Canada

Ireland

France

Germany

United Kingdom

USA

2017 (104)


Base no: 125

Impact of Significant International Events in 2016/17 on Recruitment Re-direction

Thinking about leading international events in 2016/2017, have you experienced any market and student recruitment re-direction in the below countries?


74%

51% 50%

41% 41%37%

34% 33% 32% 32% 31%29% 29% 27%

25% 25% 23% 22%19% 18%

16%12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Increase of student interest to this market




74%

51% 50%

41% 41%37%

34% 33% 32% 32% 31%29% 29% 27%

25% 25% 23% 22%19% 18%

16%12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Increase of student interest to this market Maintained student interest to this market




74%

51% 50%

41% 41%37%

34% 33% 32% 32% 31%29% 29% 27%

25% 25% 23% 22%19% 18%

16%12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Increase of student interest to this market Maintained student interest to this market Decrease of student interest to this market

71%65%

61%

39%33% 33%

29% 26% 24% 22% 20% 20% 16% 16% 15% 15% 14%10% 8% 7% 7% 5%

4%

2%

0%

3% 18%11% 21%

11% 15%

4%

36%

7% 12%

0%

19%

34%

5%

39%

0%

18% 15%11%

9% 22%

13%

16%

16% 28% 14%

13% 10%

6%

7%

22%

2%36%

7%

3%

16%

0%

28%4%

2%

0%

4%2%

1%

5%

4%

17% 30%

7%3%

3%

4%

7%

10%

8%

3%

4%

9%

8%

9%

5% 11%

5%

11% 9%

24%

36%29%

12%6%

43%47%

65%

34%

44%

59%

40%

56%

44%

57%

43%

55%

67% 65%

79%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

More complicated access to student applications (i.e. visa) Due to recent security / safety concerns

Country more expensive due to exchange rate Due to political relations with receiving country

You have told us that you have seen a decrease of student interest in this market, please tell us why…

Decrease of student interest in this market


33%29%

11% 21%

28% 14%

17% 30%

12%6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

United Kingdom (203) USA (242)

More complicated access to student applications (i.e. visa) Due to recent security / safety concerns

Country more expensive due to exchange rate Due to political relations with receiving country

Other / Don't know

You have told us that you have seen a decrease of student interest in this market, please tell us why…

Decrease of student interest in this market


58%54% 51% 48% 47% 45% 44% 41% 40% 39% 39% 39% 38% 36% 34% 33% 32% 31% 31% 29% 26%

7%

19%

13%

40%

17% 16%

38%

23%

8%17%

23%

36%

24% 23%

11%

32%42%

26%

8%

31%

47% 52%

50%

6%

10%

0%

3% 9%

3%

5%

14%

14%

17%

6%

14%10%

9%

8%

0%

8%

27%

5%

3% 0%

4%

6%

6%

2%

8%

11%

3%

3%

13%

6%

8% 1% 10%

9%

11%

6%8%

5% 6%13%

3% 4%

14%

11%16%

7%

24%17%

10%

25% 25% 23%14% 17%

13%20%

32%

20% 17%

28% 27%19% 18% 17%

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Easier access to student applications (i.e. visa) Country cheaper due to exchange rate Due to recent security / safety concerns

Due to political relations with receiving country Other / Don't know

Increase of student interest in this market

You have told us that you have seen an increase of student interest in this market, please tell us why…



Marketing

Please tell us how important the following criteria are (or could be) in terms of marketing for institutions:

Marketing for institutions (top 10)

84%

85%

85%

85%

86%

86%

87%

89%

90%

92%

80% 85% 90% 95%

Agent training workshops organised in the destination country(736)

Regular visits by you and/or your staff to the education institution(739)

Agent training courses via the internet (735)

Having guaranteed entry to specific education institutionprogrammes (703)

Availability of an online application service (740)

Financial support schemes, including scholarship/bursary schemes(732)

Participation in an Agent Incentive scheme (726)

Prompt payment of commissions (736)

Agent manual with fees and information (743)

Quick response times to enquiries and applications and regularcommunication updates (743)



Agent Marketing – Promotional materials and campaigns

6%

7%

9%

6%

6%

7%

6%

6%

22%

26%

23%

26%

11%

11%

6%

9%

50%

43%

44%

42%

47%

45%

47%

42%

22%

24%

24%

26%

35%

36%

41%

43%

0% 20% 40% 60% 80% 100%

Regular e-newsletters or e-zines sent to students (726)

Editorial or Advertorial in local newspapers or magazines(716)

Giveaways (e.g. pens, keyrings, mouse pads, etc.) (739)

Institution profiles on commercial websites/websitesavailable in your native languages (729)

School/College profiles in your own agency brochure orhandbook (732)

Individual institution brochures in English and your ownlanguage (763)

Marketing and visits to local schools/colleges (754)

Participation in education exhibitions in your country(754)

Very unimportant Unimportant Important Very important



Marketing – Packages and Offers

8%

7%

9%

10%

8%

12%

14%

6%

7%

6%

44%

36%

39%

35%

30%

36%

43%

46%

47%

56%

0% 20% 40% 60% 80% 100%

Making packaged offers which include Englishlanguage/ELICOS plus institution entry (683)

An online application form which guarantees me VIPservice (702)

Having guaranteed entry to specific education institutionprogrammes (703)

24 hour turnaround on admissions documents (738)

Financial support schemes, including scholarship/bursaryschemes (732)




Marketing – People and Staff

9%

10%

9%

10%

7%

27%

31%

17%

19%

9%

39%

32%

43%

33%

43%

25%

27%

30%

38%

40%

0% 20% 40% 60% 80% 100%

Authority from institution for you to sign letters of offer(699)

Marketing and Recruitment staff who speak the locallanguage (732)

Regular visits to your office(s) by representatives (745)

A local representative office to provide support to yourrecruitment activities (738)

Student leads provided to you by institutions (707)




Marketing – Services

6%

7%

8%

6%

7%

7%

7%

7%

9%

8%

5%

8%

9%

3%

4%

1%

46%

45%

40%

36%

38%

34%

32%

24%

39%

40%

47%

50%

46%

56%

57%

68%

0% 20% 40% 60% 80% 100%

Regular visits by you and/or your staff to the educationinstitution (739)

Agent training courses via the internet (735)

Participation in an Agent Incentive scheme (726)

Availability of an online application service (740)

Agent training workshops organised in the destinationcountry (736)

Agent manual with fees and information (743)

Prompt payment of commissions (736)

Quick response times to enquiries and applications andregular communication updates (743)



What type of marketing communication do you use to reach your clients?

Agent marketing communication to students (Social Media)


56%

4%

25%

4%6%

2% 2%

45%

17%

22%

4%5%

3% 3%

35%

28%

22%

3%5%

4%2%

30%

39%

15%

6%7%

2% 2%

17%

30%

13%

22%

12%

3%2%

0%

10%

20%

30%

40%

50%

60%

Reach out tostudents

Do not use Market aprogramme

Communicatewith youreducatorpartners

Reach out toParents

Expect yourpartner

educators tosupply

Applicationprocess for aprogramme

Facebook (763)

Other social media (e.g.Googleplus, Instagram, Pintrest,Tumblr) (714)

Youtube (679)

Twitter (672)

Linkedin/Xing/other professionalnetworking sites (690)

% of Leads from an Online Source (website, social media)


Base no: 779

14%

18%

21%

16%

13%

18%

0-10%

10-20%

20-30%

30-40%

40-60%

60%+

0% 5% 10% 15% 20% 25%

What percentage of your leads come from an online source (website, social media)?

Do you pay for online advertising?


Base no: 774

76%

24%

Yes No

Do you pay for online advertising? – by agency size


36%

71%81% 82% 85% 89%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 (11) 1-5 (388) 6-20 (240) 21-50 (61) 51-200 (34) 201+ (37)

Org

anis

atio

n d

oes

pay

fo

r o

nlin

e ad

vert

isin

g (p

erce

nta

ge)

Agency size (number of advisory staff members employed by agent/agency); zero = single agent

Base no: 771

How much is your combined annual spend on these channels? (Google adwords, Google display ads, Facebook, Twitter, LinkedIn, Bing ads)


Base no: 548

5%

6%

12%

20%

21%

36%

Over $20,000

$10,000-$20,000

$5000-$10,000

$2000-$5000

$1000-$2000

$0-$1000

0% 5% 10% 15% 20% 25% 30% 35% 40%


Southeast Asia Focus

Region Agent Sample

Southeast Asia (SEA) 103

Asia (excluding the Middle and Central Asia) 495

Rest of the World (ROW) 858

Have you experienced any market and student recruitment re-direction in these countries?

Market and student recruitment re-directions (SEA)


4% 7%15%

21% 18%

36%

17%

32%

46% 42%

9%

29%

35%29% 36%

20%

42%

42%

29% 33%87%

64%

50% 50% 47% 43% 42%

26% 26% 25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Canada Malaysia Germany NewZealand

Australia USA TheNetherlands

Singapore UK France

Decrease of student interest to this market Maintained student interest to this market

Increase of student interest to this market

What is your estimated total revenue (US$) from the higher education market in different countries (universities, colleges, high schools and providers?


Total Revenue (SEA)

24% 25%

50%

24%

47%39%

22%

18% 15%

6%

28%

5%

3%

16%

13%10%

6%4% 5%

8% 14%

3% 3%4%

6%5%

6%

40%50%

31%

44%37%

42% 46%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Australia Canada Malaysia New Zealand Singapore United Kingdom USA

Less than US$100K Between $101-250K Between $251 – 500K

Between $501K- 1M More than US $1M I prefer not to say

In the coming 12 months do you expect do send:

Programmes (SEA)


53%

60%

71%

72%

72%

75%

76%

77%

78%

78%

79%

80%

84%

29%

34%

21%

21%

16%

24%

22%

20%

20%

20%

14%

16%

14%

18%

6%

7%

7%

12%

2%

2%

4%

2%

2%

7%

4%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Distance Education

Pre-Masters/PQP

Certificate

English

Work & Travel/Study

Pathway

MBA

Foundation

Graduate/Postgraduate

Diploma

Vocational

High School

UG

More The same Less

Which ONE improvement on the language institutional side would MOST help you recruit more students?

Improvements (language programs)


0%

5%

10%

15%

20%

25%

30%

35%

Raise commissions Provide leads Offer out ofhours/24hr support

Offer agency staffincentives

Other, please specify Pay faster

SEA Asia ROW

Improvements (higher education)


0%

5%

10%

15%

20%

25%

30%

35%

40%

Offer morescholarships

Processapplications

faster

Provide leads /better leads

Visit offices /actively recruit

Other, pleasespecify

Raisecommissions

Pay faster Involve alumni

SEA Asia ROW

Which ONE improvement on the higher education institutional side would MOST help you recruit more students?

What is the SINGLE greatest benefit you receive by representing higher education universities?

Benefits (higher education)


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Diversifies our ownbusiness portfolio

Generates more revenue Other Raises awareness andprestige of our agency

Top preference of ourstudents

SEA Asia ROW

How many higher education institutions do you represent as a contracted agent?

Number of institutions represented (higher education)


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1-10 11-25 26-50 51-100 More than 100

SEA Asia ROW


Promotional materials and campaigns (SEA)


14%

18%

22%

22%

24%

36%

42%

42%

46%

53%

42%

48%

58%

44%

52%

38%

32%

22%

28%

24%

10%

14%

12%

0% 20% 40% 60% 80% 100% 120%

Editorial (local magazine, newspapers)

Institution profiles on commercial websites

E-newsletters

Giveaways (e.g. pens, keyrings)

Profiles in agency brochure

Institution brochures

Marketing and visits to local schools/colleges

Education exhibitions in your country

Very important Important Unimportant Very unimportant I don't know / not applicable


Which Country is Best…?by type of study

CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Rank 2010

United Kingdom 1 1 1 2 2 1 1 1

Australia 2 2 2 1 1 2 2 3

Canada 2 3 3 4 5 4 4 4

USA 4 4 4 3 3 3 3 2

Which study destination is best for language courses?

Best study destination for English language courses

United Kingdom

29%

Australia22%

Canada22%

USA15%

Ireland2% Other

10%

Language courses (655)


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Canada 1 1 1 2 3 4 5 5

USA 2 3 3 1 1 2 3 2


Australia 4 4 4 3 2 3 2 3

New Zealand 5 5 5 5 5 5 4 4

Which study destination is best for Secondary and high schools?

Best study destination for Secondary and high schools

Canada35%

USA21%

United Kingdom15%

Australia12%

New Zealand5%

Other12%

Secondary and High School (543)


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Canada 1 2 2 2 2 3 2 3

Australia 2 1 1 1 1 1 1 1

USA 3 3 4 3 6 5 5 4


New Zealand 5 5 5 3 3 4 4 5

Which study destination is best for Vocational Diploma/Further Education?

Best study destination for Vocational Diploma/Further Education

Canada33%

Australia28%

USA10%

United Kingdom

9%

New Zealand4%

Other16%

Vocational diploma / Further education (516)


Which study destination is best for the following for Foundation Programmes University?

Best study destination for Foundation Programmes (University)

United Kingdom

26%

Canada24%

Australia20%

USA13%

Germany4%

Other13%

University: Foundation (547)


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Rank 2010


Canada 2 3 4 4 4 4 4 4

Australia 3 2 2 2 1 2 2 2

USA 4 4 3 3 3 3 3 3

Which study destination is best for Undergraduate Study (University)?

Best study destination for Undergraduate Study (University)

Canada25%

USA23%

Australia19%

United Kingdom13%

Germany4%

Other16%

University: Undergraduate (665)


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Canada 1 2 2 3 4 4 4 3

USA 2 1 1 1 2 1 1 1

Australia 3 3 3 2 1 2 3 4


Which study destination is best for Graduate/Postgraduate Study?

Best study destination for Graduate/Postgraduate Study (University)

Canada26%

USA22%Australia

21%

United Kingdom16%

Other15%

University: Graduate/ Postgraduate (581)


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Rank 2010

Canada 1 2 2 4 4 4 4 3

USA 2 1 1 1 1 1 1 1

Australia 3 3 4 2 2 3 3 4


Which study destination is best for MBA Programmes?

Best study destination for MBA Programmes

USA31%

Australia21%

Canada19%

United Kingdom17%

Other12%

University: MBA (550)


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Rank 2010

USA 1 1 1 1 1 1 1 1

Australia 2 3 3 3 3 3 3 3

Canada 3 4 4 4 4 4 4 4


USA 41% in 2016

Which study destination is best for Work & Travel Programmes?

Best study destination for Work & Travel / Study Programmes

USA27%

Australia24%

Canada22%

United Kingdom8%

Ireland5%

Other14%

University: Work & Travel / Study Programmes (481)


CountryRank 2017

USA 1

Australia 2

Canada 3

United Kingdom 4

Ireland 5

Which study destination is best for Certificate/Foundation?

Canada29%

Australia22%

United Kingdom19%

USA12%

Other18%

Certificate/Foundation (498)

Best study destination for Certificate/Foundation


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Canada 1 2 3 3

Australia 2 1 1 2

United Kingdom 3 3 2 5

USA 4 4 4 1

Which study destination is best for Internships?

Canada23%

USA23%

Australia18%

United Kingdom

9%

Other27%

Internships (471)

Best study destination for Internships


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Canada 1 1 2 3

USA 2 2 1 1

Australia 3 3 3 2


Canada39%

Australia19%

USA10%

United Kingdom

9%

Other23%

Which study destination is best for Diplomas?

Diplomas (569)

Best study destination for Diplomas


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Canada 1 1 1 3

Australia 2 2 2 2

USA 3 4 5 1


New Zealand 5 5 4 4

Which study destination is best for Pre-Masters/Postgraduate Qualifying Programmes (PQP)?

Canada25%

Australia22%United

Kingdom21%

USA19%

Other13%

Pre-Masters/Postgraduate Qualifying Programmes (PQP) (529)

Best study destination for Pre-Masters/Postgraduate Qualifying Programmes (PQP)


CountryRank 2017

Rank 2016

Rank 2015

Rank 2014

Canada 1 3 3 3

Australia 2 4 4 2


USA 4 2 2 1


Language Programmes

For the following English language tests please select if you would recommend them?


18%

29%

32%

39%

47%

51%

54%

81%

91%

56%

39%

31%

30%

27%

21%

17%

5%

5%

26%

32%

37%

32%

26%

28%

29%

14%

4%

0% 20% 40% 60% 80% 100%

IESOL (476)

ESOL (492)

TOEIC (496)

Cambridge English: Business, Financial, Legal (527)

Pearson test of English academic (559)

English (Key - Advanced) (564)

Cambridge English: Proficiency (571)

TOEFL Test (657)

IELTS (740)

Aware of and recommend Not fully aware of Aware of but do not recommend

What ONE improvement on the language institutional side would MOST help you recruit more students?


Base no: 766

26% 25%

18%16%

5%

9%

0%

5%

10%

15%

20%

25%

30%

Raise commissions Provide leads Offer out of hours/24hrsupport

Offer agency staffincentives

Pay faster Other

A copy of this presentation will be available to you after the event – in pdf format for easy access and download

For further information about the Agent Barometer, please contact Tiffany Egler([email protected])

For further details of any of i-graduate research services, please contact a member of the i-graduate Research Team ([email protected]) or www.i-graduate.org

Thank you!


mailto:[email protected]

the i-graduate icef agent barometer south east …...established in 2007, the icef agent barometer...

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