Internationalisation and Higher Education the Marketing Challenge

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Internationalisation and Higher Education the
Marketing Challenge

• 3rd ICHEM Conference
• Krakow, Poland, April 2008

Professor Nick Foskett02 April 2008
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Internationalisation and Higher Education the
Marketing Challenge Internationalisation
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The Rising Tide of Internationalisation

• In 2007 in the UK
• 5 National Conferences
• 4 Major reports on Internationalisation
• Every government HE policy document included the
  role of internationalisation
• 22 Vice Chancellor (President) adverts all
  required an International perspective
• 43 of universities had a Deputy VC with an
  International brief
• UniversitiesUK established an International Unit

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(No Transcript)
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What is Internationalisation ?

• ..the process of integrating international
  dimensions into teaching, research and service
  
• 
  (Knight and De Wit, 1999)
• Teaching and Education
• Research and Scholarship
• Enterprise and Innovation
• Culture and Ethos

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Misunderstanding Internationalisation?

• The academic, educational and cultural
  opportunities afforded by internationalisation
  are beinglargely shunned thanks to the
  prominence of a marketisation discourse that
  hasredefined it narrowly in commercially
  expedient terms
• 
  De Vita and Case (2003)

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Internationalisation and Higher Education the
Marketing Challenge

• Key Question
• What are the implications of
  internationalisation for the strategic leadership
  and marketing of universities?

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Internationalisation and Higher Education the
Marketing Challenge

• 1. Global Change
• 2. Internationalisation and Higher Education
• 3. University Responses

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Internationalisation and Higher Education the
Marketing Challenge Global Change
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Globalisation

• Waters (1995)
  
• 3 Interwoven strands
• Political globalisation
• Economic globalisation
• Cultural globalisation

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The Global PictureLevin (2003) Commonalities
of ContextEconomic rationales for
changeDecentralisationClimate of
criticismLimited additional fundingMarkets
and ChoiceIncreasing diversity
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Higher Education as Global Business

• WTO (World Trade Organisation) regards Higher
  Education as a large global service industry
• 1 growth in a states tertiary educated
  workforce 6 growth in GDP

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Higher Education and the Knowledge Economy

• Global Knowledge Economy
• e.g. United Kingdom
• Knowledge Services contribute 75billion of
  exports 25 of UK exports 6.3 of GDP
• Universities contribute 45billion to UK economy
  3.8 of GDP
• (c.f. costs 0.8 of GDP)
• International students contribute 5.5 billion to
  UK economy

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Higher Education as a Global Business

• OECD Figures
• 2006 50 million students
• 2020 75 million students

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The Growth of Higher Education Demand Male
Lifetime Earnings, UK, 2003

(from Chapman, 2007)
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The Growth of Higher Education DemandMale
Lifetime Earnings Mexico 2001

(from Chapman 2007)
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Internationalisation and Higher Education the
Marketing Challenge Internationalisation and
Higher Education
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Government Priorities for Higher Education

• Universities and Economy v Universities and
  Society
• Labour market and skills development
• Expanding Access and Widening Participation
• Science -gt knowledge transfer -gt
  commercialization
• Ensuring quality
• Internationalisation
• HEPI
  2004

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Motivations for Internationalisation

• Developed Countries
• Mutual understanding
• Acquiring human resources
• Generating revenue
• Developing countries
• Developing human capital
• Mutual understanding
• Building Capacity to develop own HE then
• motivations as for Developed
  Countries

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Universities and Internationalisation Shanghai
Jiaotong University

• World Rank
• 1Harvard Univ
• 2Univ Cambridge
• 3Stanford Univ
• 4Univ California Berkeley
• 5Massachusetts Inst Tech (MIT)
  
• 6California Inst Tech
• 7Columbia Univ
• 8Princeton Univ
• 8Univ Chicago
• 10Univ Oxford

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University Priorities

• Philosophical Perspective
• the nature of the universityand its
  contribution to education, research, society and
  culture
• Economic Perspective
• -gt viability/sustainability
• -gtmeeting government policy objectives
• -gtmarket position/strategy
• -gtcompetition (students / research funding)

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International H.E. Student Markets

• 1975 0.6m
• 0.9m
• 1.3m
• 2.8m
• 2020 4.5m

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International H.E. Student Markets

• Percentage of Global Market by Destination
• 2000 2004
  2005
• USA 25 22 23
• UK 12 11 12
• Germany 10 10 11
• France 7 9 10
• Australia 6 6 7
• Canada 6 5 5
• Japan 4 5 5
• 
  Source UNESCO, 2006

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Internationalisation and Higher Education the
Marketing Challenge University ResponsesOrganisat
ion and Leadership
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The Context

• HE as a Global Business
• (40billion student market economy
  THES Top 200 Shanghai Jiaotong Top Universities)
• Growth, but Volatility in international student
  markets
• (e.g. 6 Increase in International
  students to UK in 2005, but China , Malaysia
  decline)
• Government Initiatives and Policy
• (e.g. Prime Ministers Initiative
  (27m over 2 years) UKIERI Further growth of
  100,000 students over 5 years)
• Global and National Competition
• (e.g. Impact of US strategy Bologna)
  
• Academic / market tensions

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Internationalisation and Universities

• ONeills (1994) model of educational
  organisations
• Structure
• Process Culture

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Challenges for Education Leaders

• Changing the Structure
• The Role of the President
• Senior Leadership for Internationalisation
• The Role of the International Office
• Professionalising Marketing, Recruitment and
  Research/Innovation Leadership
• Re-thinking Strategy e.g. An Internationalisation
  Strategy

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Challenges for Education Leaders

• Professional Development Needs
• Marketing is everybodys responsibility
• Marketing must be integrated, not bolt-on
• Marketing leaders need training
• Strategic marketing for senior managers
• Institutional Strategy is Marketing Strategy

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Internationalisation TrendsEducation

• Increase in international student numbers
• Increasing staff and student mobility
• Increase in trans-national education
• Development of new private and public providers
• Focus on professional subjects, business and IT
• Increasing collaboration (e.g. articulation,
  22. Foundation)
• Source countries becoming destination
  countries

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Internationalisation TrendsResearch and
Enterprise

• Competition for Research Funding
• Research funding for international and global
  issues
• Competition for research staff
• International arena for commercialisation of
  research
• Global networks e.g. WUN, Universitas 21

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Being an International University

• is both a Geographical and a Quality aim
• Leading research/ academic debate at
  international levels
• Contributing to political, economic, social,
  technological developments internationally
• Providing an education (curriculum) for ALL
  students that is international
• Operating in a way that promotes an
  international community within the University.

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Internationalisation The Role and Response of
Universities?

• Potential Roles
• Developing human resources for competitive global
  markets
• Researching and contributing to resolution of
  global problems
• Educative role in promoting international values
• (Fielden, 2006)
• Potential Mindsets
• Knowledge businesses battling for market share
• Key cultural mediators in the encounter between
  world culture and national cultures
• Guardian roles alerting societies to major
  emerging issues
• 
  (Scott, 2005)

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Internationalisation At Home vInternationalisatio
n Abroad

• Internationalisation At Home
• - Redevelopment of the curriculum
• - International research focus with
  collaborations
• - Internationalising teaching and learning
• - Provide student services for international
  students
• Internationalisation Abroad
• - Student / staff mobility
• - Add an overseas element to projects/research
• - Joint programmes with overseas HEIs
• - Setting up overseas campuses
• (Knight,
  2003)

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Internationalising the Curriculum

• A curriculum to enable students to,
• -understand/participate in international
  debate/research in their discipline,
• -understand the international cultural,
  professional and academic context within their
  discipline,
• -develop the skills and knowledge to be
  employable in international contexts
• -understand global issues that are the focus of
  wider political, social and economic discussion
• -participate in society as a global citizen
• e.g. International examples
• Language options for all
• International study abroad
  opportunities for all
• 
  International staff
• 
  International quality
  facilities

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Internationalising the Curriculum Key Issues

• Market Issues
• Bologna and European Competition
• Internationalisation ambitions of source
  countries
• English as the academic lingua franca
• Visas and Immigration
• Wholesale v Retail models - recruitment v
  articulation
• Fees and Costs
• Curriculum Issues
• Internationalising the curriculum
• Responsive (market-focused) curriculum
• Employability
• The Student Experience

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Internationalisation and Higher Education the
Marketing Challenge University ResponsesStrategy
and Marketing
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Strategic Positions

High
Imperialist
Internationalisation At Home
Low
High
Internationally Aware
Domestic
Low
Internationalisation Abroad
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Strategic Positions

• Internationally Aware
• Focus on Internationalisation at home
• Cultural responsiveness on campus
• Curriculum evolution
• International student placements
• Recruitment mainly retail via agents and
  applications

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Strategic Positions

• Internationally Engaged
• International students key income source
• gt10 students are international
• Strong drive on recruitment, with strong retail
  and some partnership development
• Some engagement with TNC
• Some research collaboration in chosen disciplines
• Distinct focus markets

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Strategic Positions

• Internationally Focused
• Emphasis on global profile e.g. Top 200
• Profile through corporate strategic partnerships
• i) with specific universities/instit
  utes
• ii) with global networks e.g.
  W.U.N., Universitas 21
• Strong emphasis on international research
  collaboration
• Strong drive on recruitment through partnership
• Some engagement with TNC
• Distinct focus markets

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Alternative International Strategies

• The UK in China
• The Overseas Campus e.g. Nottingham at Ningbo
• Teaching in China e.g. Queen Mary London at BUPTC
• Strategic Partnership e.g. Southampton via WUN
  (Nanjing) Xiamen
• Recruitment of Chinese students

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The Changing Face of China the Marketing
Challenge

• Focus on capacity building
• Employability issues
• Focus on Partnership
• Funding through elite universities eg Project
  211 Project 985
• Agora paper 2007
• Chinas national goals are not necessarily
  consistent with those of the UK.. (and) current
  thinking on the opportunities offered to the HE
  sector by China is naïve and woolly

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Internationalisation and Higher Education the
Marketing Challenge In Conclusion
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Internationalisation Future Issues?

• Changing Markets
• Responsiveness
• Cultural Change
• Leadership

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• Research Horizons?
• Where Next?

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Contact Professor Nick FoskettProfessor of
EducationDean, Faculty of Law, Arts and Social
SciencesUniversity of SouthamptonN.H.Foskett_at_so
uthampton.ac.uk