A new report by Studyportals and Unibuddy has identified 17 emerging student source markets for universities and countries interested in diversifying their markets, arguing that casting nets wider and beyond traditional sources had become necessary in view of changing global circumstances.
The report encourages institutions to diversify student sources away from major markets of China, India and Nigeria, so as spread risk and reduce exposure “vagaries of single market sourcing”.
Markets that have been “overlooked” in Europe include Portugal, Poland, Greece, Romania and Turkey, while the report zeroes in on Asian countries of Sri Lanka, Pakistan, Bangladesh, Nepal, Vietnam, Singapore, Philippines, Thailand and Malaysia as places where universities should pitch tent.
Also identified as presenting good opportunities for international recruitment are Brazil, Japan and Ghana.
It notes that South Asia countries of Sri Lanka, Pakistan, Bangladesh and Nepal had the advantage of high numbers of young people aged between 15-24 years in need of high quality higher education. Additionally, English as language of instruction in schools plus academic calendars similar to many in Western countries are considered advantages.
While agents help universities get international students, the documents notes that without a solid diversification strategy, without multiple marketing channels or with a limited selection of countries for recruitment, a university would be disadvantaged in competing for the best foreign students.
“Diversification is a cornerstone of international higher education, so being informed of the latest trends in student interest across the world gives universities an advantage.”