1. Maximising PG Potential From China Understanding Postgraduates October 2010

2. Until 2025, China is expected to remain the largest source of international HE students1 Even with its focus on building schools and universities, China cannot keep up with local demand for higher education By 2025 close to 650,000 Chinese students are expected to be studying at overseas universities1 For the UK, China is likely to remain the "most significant" provider of overseas students In 2008/09 over 20,000 Chinese students enrolled on first degree courses in the UK and over 26,000 took up places for postgraduate study2 However by 2013 the British Council estimates that the number of Chinese students in a UK HEI is likely to peak3 1 OECD: Education at a Glance 2010 2 Patterns of Higher Education, Universities UK 2010 3 British Council 2 sales@evoinsight.com / +44 (0) 208 906 6775

4. Chinese students will increasingly place greater importance on the student experience and exposure to cultural aspects of study – rather than just studying overseas for the sake of being overseas

5. Over 30% of overseas students were currently dissatisfied with the value for money of their course1

6. Provision of domestic education in China has increased rapidly in both capacity and quality – ensuring a new source of competition

7. The growth in Chinese students overseas is decelerating, and demographic changes will mean the pool of potential students will contract3 1 HEPI Report: The Academic Experience of Students in English Universities (2006, 2007 & 2009). Reports refers to non-EU students of which the largest country represented will be China sales@evoinsight.com / +44 (0) 208 906 6775

9. Differentiate your university’s brand in an increasingly competitive marketplace

10. Develop a more effective and efficient programme to reach your desired audience

11. Create the engaging overseas ‘university experience’ Chinese students now expect

12. Deliver the value for money offer that students from China are now increasingly seeking

13. The power of your institution’s ‘brand’ in attracting students from China

14. The business and marketing strategies to focus on, to ensure your university maximises its appeal to the various student segments within the Chinese market

15. What ‘offer’ would be most compelling to the students from China you are trying to attract

16. How your institution needs to develop bespoke communications strategies to reach and connect with the different student segments within the Chinese market4 sales@evoinsight.com / +44 (0) 208 906 6775

17. These reports allow senior management to gauge the attractiveness of student segments and develop winning marketing strategies EVOLUTION has conducted qualitative research amongst Chinese students already abroad and undertaken a comprehensive survey of 1,000 mainland Chinese residents aged 16-40 years who are currently considering a postgraduate degree overseas This robust research provides an actionable segmentation framework and student journey mapping – identifying the differing needs of students from China interested in overseas postgraduate courses In addition to the core reports, Evolution offers customised tabular output and bespoke interpretation and consultancy services 5 sales@evoinsight.com / +44 (0) 208 906 6775

19. Which stakeholders are involved, and at what stage?

20. What are the key drivers of choice?

21. Where is there the greatest opportunity to influence behaviour?

22. What mode(s) of communication is/are most likely to reach key targets Rich consumer understanding will provide your university with the platform to drive greater results and efficiency in its strategy 6 sales@evoinsight.com / +44 (0) 208 906 6775

23. Delivering an Actionable Segmentation Our segmentation team has over 50 years of experience delivering actionable segmentation to both corporate and non-corporate clients Their outputs provide a basis for developing effective strategy and better targeting marketing resources This actionable segmentation report includes ... Identification of key segments of Chinese students interested in (and qualified for) postgraduate education abroad Detailed profiles of each segment using our proprietary frameworks Day-in-the-life stories to bring each segment to life Robust supporting data dashboards synthesising key data into easy to digest format Segmentation framework to facilitate targeting and focused marketing activity Summary of strategic implications Available as 150 slide PowerPoint presentation with executive summary in word Launch Date: 18th October 2010 £3,500 (excluding VAT) NB: Discount available for buying both segmentation and student journey mapping together 7 sales@evoinsight.com / +44 (0) 208 906 6775

24. Segmentation Report: Good strategy always starts with precise understanding of your customers Evolution’s Segmentation Report will help your organisation to answer the following questions and build a more effective international student strategy… Which segments of the potential China PG student market are most attractive to our university? What are the key choice drivers and motivators of student behaviour? What are the key ‘turn-offs’? Where and how should we invest against opportunities? What offer development should we undertake for attractive segments? What messaging should we use in our marketing and communications to connect with our target segments? What are the strategic imperatives and what activities are most likely to deliver against these that will resonate with our target audience? Available as 150 slide PowerPoint presentation with executive summary in word Launch Date: 18th October 2010 £3,500 (excluding VAT) NB: Discount available for buying both segmentation and student journey mapping together 8 sales@evoinsight.com / +44 (0) 208 906 6775

25. Mapping the Student Journey To understand how and why potential Chinese postgraduate students make their choices, to structure understanding of the potential postgraduate student’s decision process, and to identify key dynamics that will enable HEIs to more effectively direct their marketing activity The Student Journey report includes data on… The motivations and triggers that prompt enquiry/application The influences that operate on potential students prior to the application Where and how potential students gather and evaluate relevant information The different prompts for an application How potential students view the decision hierarchy (e.g., Institution, Course, Format etc.) How other experiences impact the decision process What potential students do after the application is made Available as written report or PowerPoint slides Launch Date: TBC Price: TBC NB: Discount available for buying both segmentation and student journey mapping together 9 sales@evoinsight.com / +44 (0) 208 906 6775

26. The “Student Journey” Report: Understanding where and how in the PG choice process to influence behaviour Evolution’s Student Journey Report will help your organisation create a more precise set of activities to support your international student strategy… Which stakeholders are critical to the PG choice process? When and how is information gathered, processed and evaluated? What sort of information has the greatest impact? Where in their choice process are students likely to move away from considering our university? Where and why are we losing good applicants to other universities? How can we influence that? What are the bottlenecks in the choice process? Why are potential students dropping out of the process? What activities should we prioritise across our target student groups? How do we ensure that more students from target segments make an application to our university, and subsequently select our university over others that may also have made an offer? Available as written report or PowerPoint slides Launch Date: TBC Price: TBC NB: Discount available for buying both segmentation and student journey mapping together 10 sales@evoinsight.com / +44 (0) 208 906 6775

27. Provision of Customised Tables We offer clients cost effective access to this rich dataset (40 minute questionnaire) via customised tables Tables are delivered within 24 hours in electronic, Excel compatible, format We provide a list of analysis variables from which you can select those of interest to include in cross breaks Each cross break in structured in 12 columns e.g. If you select Gender: Male; Female - this counts as 2 columns Cross breaks applied to the full dataset Statistical analysis (f-test and t-test) are embedded within the data Electronic tables (Excel compatible) Launch Date: 18th October 2010 Price: £250 (excluding VAT) per 12 column cross-break (minimum £500) 11 sales@evoinsight.com / +44 (0) 208 906 6775

28. Customised Tables: We offer over 45 analysis variables to choose from Setting / Demographics including .... Age Highest Academic level Achieved Educational Qualifications Achieved Subject Areas Of Interest Desired Experience/Benefits Sought including ... Key needs from overseas PG study Missing Information - Not Currently Available On PG Study Overseas Improvements Needed To Current Application Process Main Challenges Faced when Searching And Planning Overseas PG Study Beliefs & Attitudes including ... Important Factors In The Overseas PG Decision process Benefits of 1st Choice Location Reasons For Application Reasons For Not Applying Attitude Battery (10 statements) Behaviour including ... Initial Sources of PG Information The Use Of Education Agents Level of Personal Research Conducted PG Choices (Location) University Choice (over 150 institutions included) Approaches To Choosing Institution Electronic tables (Excel compatible) Launch Date: 18th October 2010 Price: £250 (excluding VAT) per 12 column cross-break (minimum £500) Please contact our sales team for a full list of analysis variables 12 sales@evoinsight.com / +44 (0) 208 906 6775

29. ‘Maximising PG Potential From China’ is the first in a series of reports examining the market for international students Forthcoming products include: Understanding the Chinese undergraduate market Understanding the Indian student market Understanding the American student market Combating the draw of US universities Maximising potential from the alumni community 13 sales@evoinsight.com / +44 (0) 208 906 6775

30. Evolution: An Introduction Making Key Insight Accessible In a world of budget constraint, getting the information you need to make informed business choices is becoming harder, but arguably more important. Evolution offers education decision-makers access to the latest, actionable, insight frameworks and strategic thinking, forming the basis of effective growth strategies. Sharing the Cost of Knowledge Behind any major proprietary consulting project, is a wealth of actionable knowledge that requires significant budget to generate. Our syndicated model brings you consulting knowledge and insight at a fraction of the usual cost. This insight lays the foundation for your own customised, proprietary, strategies ... The ‘how to win’ for your organisation. Creating Marketing Excellence Our clients build on these syndicated knowledge and insight frameworks - as well as drawing on our strategy development and planning expertise - to create their own, bespoke, marketing programs, delivering market leading growth and marketing excellence. 14

32. Strategy development workshops and working sessions

33. Country level briefing documents

34. Customised research solutions

35. Capability building and trainingOur team of experienced international consultants delivers high value ‘consulting’ outputs at a fraction of the budget usually associated with these types of projects. Our core outputs are modular reports and presentations designed to provide senior decision-makers with the insight and knowledge to make effective business choices. Far more than ‘just data’ - our focus on driving to real insight enables HEIs to make business choices more effectively, and to directly link research results to their strategy. In addition to these foundation elements, we offer strategy development workshops, enabling HEIs to craft effective, proprietary, strategy; customised research solutions to focus on areas of specific interest for individual HEIs; and capability building and training to ensure the HEI’s decision making teams have the skills and capabilities to develop ‘winning strategy’. Evolution: Our Services 15

36. Contact To buy either of these reports, please contact our sales team ... Call: +44 (0) 208 906 6775 Email: sales@evoinsight.com Visit our website at ... www.evoinsight.com 16