University of Wisconsin Parkside Promotional Plan to
Increase International Student Enrollment
Developed By: Jeff Keuch, Shannon Geaslin, Shelby Battles, and Aakash Desai
The First StepsProgram small/just startedApproximately 46 Students Enrolled Recommendations For First Steps:
UW Parkside must create a reliable way to identify international students from non-international student within UW-Parkside's student data base
Identification should be country of origin, major, price of tuition paid, and name of home school
Pivot table and studied to identify trends
GoalInitial goal was to double international student enrollment within 1 year40 students 80 students
Parkside would benefit by even getting 3-5 more international students every year
DOUBLE ENROLLMENT
Main Objectives Create and maintain credible data concerning
International Students at UW-Parkside Increase international nrollment by double (80)
within 3-5 years/revise goals Increase awareness of UWP Create a Niche Market (Germany and Saudi Arabia) Generate revenue Hold onto title of most Diverse Campus
Where Parkside Stands UW-Madison UW-Milwaukee UW-Whitewater UW-Parkside
Acceptance Rate % 49.2 73 81.8 82Size(of campus) acres 936 104 400 700Undergraduate Majors 50 94 50 41
Size(Student) 42,865 27,000 12,433 4600Cost($) 29,665.00$ 19,901.00$ 17,447.76$ 15,330.00$
Cost with Room ($) 35,206.00$ 34,357.00$ 23,847.76$ 22,356.00$ International Students 5290 1612 132 40
Student to teacher ratio 22:01 18:01 22:01 20:01
Statistics Across UW System Schools
Marketing and Promotions Process Model
Marketing Strategy and Analysis
Target Marketing Process
Opportunity Analysis Identify Markets Promotional Decisions
International Exchange Program Growth
Student Markets across the world
Competitive Analysis Market Segmentation
Area Schools Areas that can afford the option
Selecting a Target Market
Germany and Saudi Arabia
Original Model: Figure 2-1 Advertising and Promotions Belch
Is cost of the program accurate?
Channel of Distribution DecisionsSocial Media, Mailing
Lists, School Visits
Advertising, Direct Marketing, Interactive Marketing, Site Visits, Partnerships, Personal
Selling, School Location, School
Accredidations(AACSB)Target Marketing
Marketing and Promotions Process Model
Marketing Planning Program Development
Increase Funding Increase Data Target
Specific Markets
Program Decisions
Pricing Decisions
Parkside Data on International Students
Entering Students Since 2011-12
Country NumberChina 80India 60Germany 54Mexico 25Korea, Republic of 15Saudi Arabia 12Canada 8Italy 8Poland 8Brazil 4
Students by Semester Enrolled
Year Term Number2011-12 Summer 22
Fall 75Winter 0Spring 63
2012-13 Summer 16Fall 78Winter 13Spring 82
2013-14 Summer 18Fall 90Winter 11Spring 79
2014-15 Summer 26Fall 88Winter 0Spring 72
2015-16 Summer 14Fall 95Winter 11Spring 79
International Student Data ContinuedFrom 2011-2016: 329 Students
16% from Germany 4% from Saudi Arabia Both Fall in Top Ten
Fall Semester is Key Promotions need to be raised during Summer
Word of Mouth is crucial Added benefits for students that refer
Discounts on Food, Attractions, Parkside Activities
Credited by the Association to Advance Collegiate Schools of Business International
Size of Campus Budget Cuts
Lack of Interest Continued Lack of Knowledge
Lack of Resources Changing World Economies
Direct Marketing(Niche Market)Student Support
Expanding on Diversity Local Business Support
Target Schools Programs that benefit Current Students
AttractionsNew Program
Lack of Backing(Students, Resources)
Market ShareResources
Refferals(Past and Current Students)
Larger area Schools Location(Stranded)
Costs
DiversePolice Department
Relative Costs
Name/MarketingMajors offered
Business Program RankingBudget
Data
SWOT Analysis Strengths Weaknesses
Opportunities Threats
Small Class SizesLarge Campus
Location
Why Germany? Third largest enrollment to UWP Favorable Exchange Rate: 1 U.S. Dollar equals 0.92 Euro Most populous Member State in the EU High Number of College Students: 2.8 million German tertiary education students (2013)
More than 1/3 of tertiary students studying for Master’s degree (2013) Highest proportions of tertiary students studying for Doctoral degrees in the EU
(2013) Ostfalia University of Applied Sciences
Current Partnership with UW-Parkside German students earn their education for free
No student debt Can afford to study abroad
Social Journey of German Student (Figure 5-6)
Max Matlawski- Student Survey6) How much is your Parkside tuition? Room & board?
Tuition ($18,330) is covered mostly by scholarship, room & board (2,023) out of pocket.
7) How much is tuition at your German college?
Free.8) Major?
Sports Management.9) Like/dislike about Parkside?
I like the small classes, but I dislike how the campus is very quiet.
10) Would you recommend Parkside?Yes.
1) How did you hear about Parkside?Organization named “Scholarbook”.
2) Why Parkside?My German advisor (Niklas Boedts) played soccer for Parkside- he gave me a recommendation.
3) Where do you study in Germany?CJD Christophorus- Schule Rostock
4) What is the best university in Germany & why?
Unsure, depends on what you study.5) Did you receive a scholarship for Parkside?
Yes, $18,330 for 8 months.
Timo Meesters- Student Survey6) How much is your Parkside tuition? Room & board?
Tuition ($18,330) is covered mostly by scholarship, I pay room & board (2,023) out of pocket.
7) How much is tuition at your German college?
Free.8) Major?
Sports Management.9) Like/dislike about Parkside?
I like that the school isn’t too big, I dislike that nothing big happens here.
10) Would you recommend Parkside?Yes.
1) How did you hear about Parkside?Organization named “Scholarbook”.
2) Why Parkside?My German advisor (Niklas Boedts), recruited me to play soccer.
3) Where do you study in Germany?Tannenbusch-Gymnasium, Bonn.
4) What is the best university in Germany & why ?
Ludwig Maximilian University of Munich because it has a very competitive graduation system.
5) Did you receive a scholarship Parkside?Yes, $18,330 for 8 months.
The Power of Current International Students•Word of mouth•Max & Timo’s testimonials• Can promote Parkside to peers back home• Increase UWP awareness
• Provide feedback• Positive: Small class sizes, smaller campus that is easily
accessible• Negative: Too quiet, not enough events happening on campus
Interesting Conclusion• Coincidence? • Both students from different German schools knew Niklas• Questioned relationship with Niklas
• Niklas Boedts• Niklas- Agent for Scholarbook• Agents charge students in order to match them to American schools
• Handles Visa paperwork• Organizes flights & schedules
• Charged Max 5,000€ ($5,484)• Charged Timo 2,600€ ($2,851)
• Conclusion• Beneficial for German universities to create partnerships with Parkside• Cheaper for German students
Partnerships in Germany• Current partnerships with Parkside• Ostfalia University of Applied Sciences• Total enrollment: 12,580 (2015)
• Recommendation for future partnership• Philipp University of Marburg• Student enrollment of 25,000• 12% of students are international• Offers an international summer university program
• Been awarded ERASMUS program• European Region Action Scheme for the Mobility of University Students is a European
Union student exchange program
Saleh Alburaykan- Student Survey6) How much is your Parkside tuition? Room & board?
$18,330, but my scholarship covers 100% of costs. I live off campus.
7) How much is tuition at your German college?
Free, you only have to pay for books.8) Major?
Business Management.9) Like/dislike about Parkside?
I like the people, they are friendly and helpful, but there is not much to do.
10) Would you recommend Parkside?Yes.
1) How did you hear about Parkside?My cousin was a UWP student- it’s easier for international students & the professors are helpful.
2) Why Parkside?I chose Parkside because my cousin lives in Gurnee, Illinois, and it was easy to be accepted.
3) Where do you study in Saudi?Riyadh Schools, Riyadh city.
4) What is the best university in Saudi & why ?
King Saud university, it’s the 2nd largest university in the world
5) Did you receive a scholarship? Yes.
Why Saudi Arabia? • King Abdullah Scholarship Fund
• Founded in 2005• Supports 90% of Saudi students that study abroad• Pays full tuition • medical insurance• round trip flights• monthly stipend
• Almost 60,000 Saudi Arabian students attended US Universities in 2015• Fourth biggest group of International Students in the US
Economic Considerations and How UW-Parkside Can Help
• Oil prices have been decreasing causing government cutbacks to education• Oil accounts for 75% of Saudi Arabia's revenue • Government has ordered a 14% cut in spending overall• 25% of all government spending went to education
• Parkside has a high acceptance rate and low tuition for international students• Saudi Arabian students surveyed reported tuition at $18,330• Tuition was fully covered by scholarship as well as $2000 a month for
living expenses • Other international students indicated that Parkside was the only
university they applied to
Creating Partnerships in Saudi Arabia• Saudi Arabian has 24 government-run universities• Tuition is free of charge • Men and women are taught in separate institutions • Many courses are taught in English
• King Saud University• Enrollment 35,000-40,000• Enrolls men and women• Located in Riyadh Saudi Arabia
• Tabuk University • Enrollment 10,000-15,000• Established study abroad and exchange programs• Enrolls men and women • Located in Tabuk Saudi Arabia
Assessing A Potential MARKET In Saudi Arabia Saudi Arabian government reducing funding towards student’s
studying abroad Parkside has a lower cost than most schools these students look at
Parkside has a very open & accepting culture Students value the community’s acceptance towards how international
students practice their culture & religion Muslim students face racism in many parts of the United States…..they don’t
feel safe
Conclusion UW Parkside needs to create and maintain reliable data on international students to
help grow the program Germany is great Niche Market
Affordable to students Partnerships already exist
Saudi Arabia has high potential to become very profitable for UW-Parkside Scholarships from government cover cost to students 4th biggest group of international students coming to the U.S.
Max & Timo testimonials Increase awareness of UWP Creates Parkside advantage
No need to hire agents Likes and dislikes- room for improvement