CEDA Export Strategy Higher Education

CEDA Export Strategy Higher Educa6on Interim Results

Supply side • Fact finding mission – Trinidad, Grenada, Barbados, Jamaica; interviews & discussions with stakeholders in the value system; individual and groups • Types of higher educa6on ins6tutes – Public universi6es – dominance of UWI; lack of MI – Community colleges – no interna=onal agenda – Private ins6tutes (business, medical, etc) – niche marketeers All require different strategies and should approach different segments • Dilemma between public mandate and commercial approach • Retrac6ng (financial) role of governments force public ins6tutes to think business – low mo=va=on

Scan on value chain; value system MARKET ACCESS REQUIREMENTS

GOVERNMENTAL DEPARTMENTS AND INSTITUTIONS

HIGHER EDUCATIONAL SERVICE PROVIDERS – PUBLIC AND PRIVATE

BUSINESS SUPPORT ORGANIZATIONS SERVICE COALITIONS HIGHER EDUCATIONAL SERVICE PROVIDERS – PUBLIC AND PRIVATE

Key results-­‐ value chain -­‐ actors • TECHNOLOGY – there is sufficient research capacity and exper=se for development of specialized niche courses • EXECUTION – there are insufficient incen=ves to aPract world class faculty from abroad; only a few ins6tu6ons have modern teaching facili6es • LOGISTICS – travel to/from and inside region is expensive; campuses seem to have adequate housing and other facili6es • MARKETING -­‐ there is a serious lack of marke=ng exper=se; marke6ng departments are communica=on departments; MI is prac6cally non existent; the bigger ins6tutes rely on agents for “selling” • SUPPORT – with the excep6on of very few, none of the ins6tutes interviewed consider student support (tutoring, etc.) as an important purchasing decision factor.

ACTORS

DEVELOPMENT

EXECUTION

MINDS

CURRICULUM' DEVELOPMENT

6,7

MONEY

INVESTMENTS'IN'PROGRAM' DEVELOPMENT/INNOVATION

4,9

ECOSYSTEM'DEVELOPMENT,' EFFECTIVENESS'OF'ALLIANCES ACCREDITATIONS' INTERFACE'WITH'COMPANIES ONLINE'DELIVERY'&' EVALUATION'PLATFORM

4,4

(ALMA) MATER METHODS MATERIALS

6,3 4,7

QUALITY'OF'FACULTY COURSE'DELIVERY INVESTMENT'IN'ON'LINE TOOLS,'SMART'ROOMS'ETC. '&'SUPPORT'SERVICES POSITIONING,'ALUMNI' ENGAGEMENT PEDAGOGY,'EVALUATION,' SUPPORT'SERVICES' TRAINING'&'PRACTICE' FACILITIES

5,4

ENABLERS

DEVELOPMENT REPORTS REPRESENTATION READINESS RANGE ROBUSTNESS

DEVELOPMENT

DRIVERS

INFRASTRUCTURE INITIATIVE INSTITUTIONS INSTRUCTION

3,2

5,7

4,7

MARKET'RESEARCH'&' PROMOTIONAL'BUDGETS

2,8

4,1

3,9

REPUTATION'MANAGEMENT' ALUMNI'NETWORK FAIRS,'AGENTS,ROAD'SHOWS' EXCHANGE'PROGRAMS WEBSITE,'SOCIAL'MEDIA BROCHURES

3,3

3,9

4,1

5,4

6,3

5,4

5,9 5,3 5,4

MARKETING

3,8

EXECUTION 3,3

SCHOLARSHIPS' EDUCATIONAL'SOFT'LOANS

4,4 3,7 6,0 5,3 4,6

4,9

4,0

FEEDBACK'ANALYSIS''' MARKET'INTELLIGENCE 3,1 2,6 COMPETITIVE'GAUGES' CUSTOMIZED'INFO ADVOCACY'ENHANCING' INTL'SERVICES'COALITIONS''''''''' 3,6 2,7 COMPETITIVENESS INTERNATIONAL'PRESENCE PRESENCE'ACROSS'ACTORS''IN' SECTOR'POSITIONING'''''''''' 4,3 3,0 EDUCATION SECTOR'BRANDING VOCATIONAL'WORKSHOPS'''''''''''''''''''' EDUCATION'MISSIONS''''''''''''''''''' 5,2 4,0 BEST'PRACTISE'EXCHANGE' CAREER'FAIRS' SERVICES'PORTFOLIO COALITION'BRANDING''''''''''''''''''''''''' 2,9 3,1 DELIVERY'TEAM MEMBERSHIP'RECRUITMENT

3,4

INCENTIVES

7,2

EXECUTION

SCANS,'TRENDS,' 2,8 UPDATES' INDUSTRY/ACADEMIA/ 4,4 POLICY'INTERFACE INDUSTRY'EXPERTISE'''''''''''' 3,2 SECTOR'DEVELOPMENT DEVELOPMENT'AS'AN' 3,1 EDUCATION'HUB DONOR'MANAGEMENT'''''''''''''''' 3,2 REVENUE'SOURCES

INCENTIVES'TAX'BREAKS ON'DEVLPT'ACTIVITIES ESTABLISHMENT'AS'AN' EDUCATIONAL'HUB MASTER'PLANNING INNOVATIVE' EDUCATION'POLICY''''' EDUCATIONAL/'RESEARCH/' CULTURAL'IINSTITUTES PRIMARY'AND'LANGUAGE' EDUCATION

MARKETING STRATEGIC'MARKETING' AND'POSITIONING

2,8 3,6 3,5

3,4

4,1 3,1

3,1

MARKETING 5,0

CO'FINANCING'OF'TRADE' MISSIONS/FAIRS/'BRANDING

2,6

3,6

TRANSPORT,'ACCESSIBILITY,' CIVIC'SERVICES

5,8

CULTURAL'&'SAFETY'IMAGE' ICT'STRUCTURE

4,7

5,0

EDUCATION'ECOSYSTEM''''' VISA'PROTOCOLS LEGAL'FRAMEWORK'FOR' EDUCATION,'DIPLOMAS STUDENT'&'FACULTY'FRIENDLY' ENVIRONMENT

4,4

COUNTRY'BRANDING'AS' EDUCATION'HUB EDUCATION'&'SKILLS'PRICING' MECHANISM STUDENT'EXCHANGE' FACILITATION

2,8

3,6

4,1

5,8

5,6

5,8

7,3 6,4 5,8

3,9

4,8

Key results – MRI Scan • ACTORS

• ACTORS

• Strategic marke6ng, posi6oning • Market research • Reputa6on management, alumni network

• Quality of faculty, course delivery • Websites, social media, brochures

• ENABLERS

• Voca6onal workshops • Interface academia/ government/policy

• DRIVERS

• Legal framework for educa6on • Student and faculty environment

• ENABLERS

• Market scans, trends, updates, customized info • Market intelligence • Interna6onal presence

• DRIVERS

• Co-­‐financing of trade promo6on ac6vi6es • Tax breaks, incen6ves • Country branding

Comments based on MRI Scans

• Overall CI-­‐score of 6.608 is extremely low (Maslov) • Enablers score uncaracteris6cally low • High medians in all boxes: low level of consensus • One consensus: lack of marke=ng skills • Country branding requires a concerted effort of actors, enablers and drivers – importance of value system

Key results – FSI Matrix Solu6on design/constraint li_ing The FSI matrix is a tool for solu6on design/constraint li_ing, preven6ng that efforts are wasted by trying to do everything. The matrix uses three criteria to priori6ze sugges6ons from stakeholders, based on the results of the MRI scan 1. Feasibility 2. Speed 3. Impact

Solu=ons proposed

Feasibility Speed

Impact FSI Score Priority

Best prac6ces workshops – “educa6on as a business”

8

6

4

192

7

Pilot Marke6ng project in selected segments

7

5

8

280

4

Development of Export Marke6ng Plans

8

4

7

224

6

10

7

8

560

3

6

4

8

192

7

Strategic Conference for Stakeholders to create buy in for regional strategy

10

7

8

560

3

MI Services portal/ porkolio

10

7

9

630

2

BSOD for the enablers (service coali6ons) in this region

6

4

8

192

7

Strategic Conference – Prepare Business Proposal to Governments

8

9

10

720

1

Establishment of membership based Trade Associa6on for advocacy

6

4

5

120

8

Develop regional exports as a step up

5

6

8

240

5

Agent recruitment for the region Skilling the marke6ng departments

First impressions– Demand side EU Interviews with poten6al B2B partners in Norway, Denmark, Sweden, Finland, Estonia • AFFORDABILITY -­‐ Higher educa6on is a public good, generally free of charge. Systems of financial support are at a rela6vely high level.

• PROGRAMS – Students willing to travel to the Caribbean for exchange programs, not for full degree courses • EXPOSURE -­‐ Strong encouragement from universi6es to get exposure to a different culture -­‐ bePer global ci6zens. From 3S TO 3E • DECISION MAKING UNIT – Decentralized educa6on system: professors have substan=al autonomy, professors are cri6cal partners in exploring partnerships and collabora6on opportuni6es.

• ALLIANCES – Create Centers of Excellences focusing on niche areas, that host and home university alike can customize a program for.

• UNIQUE VALUE PROPOSITION -­‐ Incen6vize through research poten=al in areas like mari6me academics, tropical flora/fauna, climate change management, athle6cs, water management etc through seminars, knowledge exchange programs, white papers etc………………..

Research -­‐ excellence

Compara6ve issues– students* *survey amongst 200+ university and college students in The Netherlands from Economics & Marke6ng, Communica6on, Media & Design, Healthcare,, ICT, Art, People & Society, Educa6on, Applied Science, Law, Neuroscience, Sports, Languages, Technique

9%

Costs of studies 25% Selec6on

4% 22%

Program Costs

22%

Language f country 21% Na6onal osecurity 21%

Culture of ocf ountry Culture the country 12% 25% 12% 7%

Distance from home 9 % Language of the country Na=onal security Distance to home Other

Other

7%

4%

Customer values – students* Average of the five elements 7,8 7,6 7,4

Rates

7,2 7 6,8 6,6 6,4 6,2 6

Career Quality of the Length of the Image of the opportuni=es program program university

Level of support

First impressions – Africa Interviews in Rwanda, Tanzania, Kenya, Botswana

• Public universi6es are dominant in Kenya & Tanzania, while Rwanda and Botswana have more private universi6es.

• There is tacit knowledge in the region about Caribbean universi6es and some of the values they carry.

• Interviewed ins6tu6ons willing to engage in partnerships with focus on medical and science based degrees • Many ins6tu6ons ready to send students abroad but need reasonably priced degree courses.

• Regional public universi6es that offer parallel degrees to privately sponsored students are highly mo=vated.

• Scholarships for external degrees are availed by governments, development/donor agencies, founda6ons and other private sponsors.

• Immature market: only a few ins=tutes iden6fy, prepare and place students in foreign universi6es

First impressions – La6n America Interviews with universi6es, government en66es and Student Associa6ons.

Colombia, Peru, Ecuador From universi=es perspec=ve: • General lack of informa=on on Caribbean Universi=es, except for Universi6es in Cuba and DR (one University in Bogotá) • Universi6es proac=vely looking for well posi=oned universi=es (ranking lists) for coopera6on agreements. Experience, programs, academic level faculty main criteria are main criteria • No ini=a=ves from Caribbean Universi=es yet towards coopera6on • Most of them are opening or reinforcing postgraduate programs (Masters, PhD) to keep students – an6 force for student mobility.

From student’s perspec=ve • The Caribbean is basically a for fun des=na=on (3S).

• Prefer well known universi6es in the USA or Europe, but admit that due to the lack of informa=on they never think of the Caribbean as a poten6al place to study abroad.