Recruitment from South Asian Countries
A Market Review with Special Focus on
Pakistan, Bangladesh and Sri Lanka
Recruiting Beyond China & India
SYED ABIDI
Tamgha-e-Imtiaz, “Medal of Excellence”
CEO, Falcon Education & Consultancy Services (Pvt.) Ltd, Pakistan
CEO, All Pakistan Education Consultants Association (APECOP), Pakistan
North America -> South Asia “The Far Away Mecca”
North America is the “Far away Mecca”
For Asian Students, Studies, Careers
Or Immigration
The Geography-World’s 1/4th population lives
in South Asia
oBangladesh, India and Pakistan all have
been under colonial legacy
oEconomic liberalization reforms in
Bangladesh (1990) and in Pakistan (1989)
oSymmetry in Education systems/structure
oGrowth in British and American schooling.
e. g. GSCE and IB
oEnglish as official second language
oHistory of migration due to colonial rule
oClose ties to all OECD countries
oRelative ease of operating in this
environment as compared to Afghanistan,
Iran, etc.
Commonly called a
subcontinent because it
rests on its own tectonic
plate (the India plate)
Countries are
considered
developing
½ size of the USA
Most of the countries
here formed after the
end of colonial rule in
the late 1940’s
Most densely populated
area in the world (1/4 of
world’s population)
South Asia – The New South Asia
(Excluding India)
Recruitment & Enrollment managers call this
“A difficult Market” or a “High Risk Market”
I see this as
“An Emerging Market ”
Or
“The Untapped Market”
Why South Asia?
•Growing Economics
•Young Population and Growing
•Increasing Literacy Rate
•Thirst for Overseas Education
•Foreign Degrees Respected and Honored
•Major Opportunities for Education Promotion
•TNE - Opportunities
•S T E M Programs Preferred by these Vibrant
Economies
•High Ranking Universities Avoid it, Why should
YOU?
•Huge Research Opportunities with funding
Focused countries
• Afghanistan
• Bangladesh
• Bhutan
• India
• Maldives
• Nepal
• Pakistan
• Sri Lanka
• Thailand
• Vietnam
Country Brief - Bangladesh
•Geographical location
•Population
•Population density
•Per Year Change
•GDP
•GNP
•Median Age
•Expectancy of Life
•GDP Growth rate
•Per capita GDP
20 º 24/ - 26 º 38/ N
160,079,708
1101 People Per sq. Km.
1.20%
130 US Billion Dollars
498 Billion Dollars
24.3 Years
70 Years
6%
USD 957.82 (2013)
Bangladesh Education Market
Overview
o Higher education sector in Bangladesh is a legacy of the British colonial
education system
o The government of Bangladesh enacted the private universities act 1998
and amended in 1998 and 2000
o The higher education sector is supervised by UGC (University’s Grant
Commission) a government body mandated to supervise public and
private institutions in the country
o At present there are 124 universities in Bangladesh of which 37 are public
and 87 are private. Two universities are only for women
o The latest student enrollment data available for university enrollment is
3,00000 students in public sector universities and 2,70,000 in private
sector universities
Bangladesh Education Market
Overview
o There are 5 types of higher education available in the country: General
Education, Science, Technology and Engineering, Medicine, Agriculture
and Distance Education
o Degrees awarded at bachelors level are of 2 types; 3 years pass degree
and a 4 years Bachelors (Honors)
o The pass bachelors do their masters in 2 years while the Honor graduates
do the same in 1 year
o Government is focused on expanding budget allocation on higher
education and several recommendations have been made to the
Parliament and a number of programmes are underway
Bangladesh Market Size and
Opportunities
o Private universities in Bangladesh have taken a phenomenal shape and are
playing a key role with increasing opportunities in higher education
o Cross border education is now a reality in Bangladesh offering opportunities
to international service providers
o British council has played a key role with a bigger share working with UGC to
attract British institutions to enter into collaborations/links
o Distance learning is another option under focus with UGC to expand HE
sector increasing opportunities for students who cannot travel abroad
o Currently university of London offers a range of courses in Bangladesh
through British Council
o UGC supported by World Bank and Ministry of Education has setup
Bangladesh Research and Education Network (BdREN). This project has a
credit agreement of USD 81 million and shall enhance teaching, learning and
boost research and allocate funds for public sector universities
Bangladesh Market Indicators
o It is beyond any doubt that Bangladesh needs to revamp its
higher education sector and in doing so would require
international support
o The government of Bangladesh has formulated a 20 year
strategic plan for higher education with the support of World
Bank, which is an indication of this reality and possibility of
additional resource mobilization for the HE sector
o The government has a clear agenda to improve quality in higher
education with main focus on Science, Technology and Research
in the next 10 years
Bangladesh Market Segmentation
Categories of Education system in Bangladesh
Quality of Students-Result Analysis
Secondary School (10th Grade)Exams
SSC Result: GPA 5 Growth
A graph showing GPA 5 in 8 years from 2007 to 2014
Quality of Students-Result Analysis
Higher Secondary School (12th
Grade)Exams
GPA 5 (2008-2014)
2008 = 20137
2009 = 18222
2010 = 25512
2011 = 34385
2012 = 51469
2013 = 58197
2014 = 70602
How Technology & Communication
Is Developing
Bangladesh Telecom Scenario
Telecom Subscription Scenario
(2014)
Mobile Operators Market Share
(2014)
Active SIM Subscribers
Mobile Subscriber
Mobile Penetration
- 116.23 Mn
- 72%
Actual Mobile Users
Mobile Subscriber
Mobile Penetration
- 75.60 Mn
- 45%
35 Million Mobile Internet Subscribers
21% Internet Penetration
Huge opportunities available in Telecom especially Mobile & Wireless
Subject Areas with Government
Funding Available
o Disaster Management
o Public Administration
o Economics & Finance
o Cyber Crimes
o International Security and Terrorism
o Telecom & Mobile Communication
o Renewable Energy
o Education Management
Opportunities for Post Graduate
(R&D) Research Incubators
o Agriculture
o Renewable Energy
o Medicinal & Aromatic Plants
o Production of Clean Water
o Rice- Production
o Dairy and Livestock
o Fisheries
o Forestry
o Soil Resources
Research & Post-Doc Funding Available Through United Nation/UNDP and BD Government
Projects
Country Brief - Pakistan
•Geographical location
Population
•Population density
•Per Year Change
•GDP
•GNP
•Median Age
•Expectancy of Life
•GDP Growth rate
•Per capita GDP
30°00'N 70°00'E2.
199,085,847
236 people per Km2.
1.67%
$249.47 billion
881.4 Billion Dollars
22.6 Years
64.43 Years
4.4%
USD 806.38 (2013)
Pakistan Education Market
Overview
o Primary and Secondary education is under the Federal Ministry of
Education, distributed down to provincial governments education
departments in each province
o The higher education sector is controlled and regulated by HEC
(Higher Education Commission of Pakistan) founded in 2002
o HEC is responsible for higher education policy, quality assurance,
degree recognition, development of new institutions and monitoring
of all existing higher education institutions in Pakistan
o Currently Pakistan has 37,462,900 students enrolled at primary level
22,650,000 at secondary level and 2,884,400 and Post
Secondary/College1,349,000
o There are 72 private sector universities (Chartered by HEC) and 91
public sector universities both federal and provincial
Secondary & Higher Education Sector
2012-13
Secondary & Higher Education Sector
Enrollments at Secondary, Higher Secondary and Degree (2 year) levels
Higher Education Sector
Enrollments at University Level
South Asia - Pakistan Market
Segmentation
Pakistan Market Size and
Opportunities
o Market Growth Pakistan is the world’s 6th most populous nation
and is predicted to grow to 286 Million by 2060. Two-Third of
the population is under the age of 25 making it a key emerging
market
o Pakistani Student Numbers Dropped in UK for the first time in
29 years number of international students enrolling at UK
universities decrease of almost 50 % was witnessed in 2013 in
the numbers of PG students from Pakistan & India.
o Post 9/11 Pakistani Students in the US declined from a peak of
8,644 students, ranked 13th in 2001-02 still ranks 23rd with
6,170 students. US remains the third choice and Canada in
fourth place followed by UK & Australia.
Pakistan Market Size and Opportunities
o Pakistanis take education seriously. They spend more time in
school and colleges and graduate at a higher rate than their
Indian counterparts in 15+ age group (Report of Harvard
researchers)
o Substantial demand exists from students, parents and
employers with willingness to pay for quality private education
(AUSTRADE and British Council)
o Private institutions are seeking affiliation with universities
abroad to ensure they offer information and training of
international standards (Franchising, Twining and Credit Transfer
collaborative opportunities)
Pakistan-HE Market Size and
Opportunities
No of Universities Province Wise
35
Punjab
30
Sindh
25
KPK
20
Balochistan
15
Federal
10
AJK
5
Gilgit Baltistan
0
Private
72
Public
91
Pakistan Market Size (GCSE)
o More than 1,356,000 students
qualify the higher school
examination every year against a
673,567 of Bachelor degree
placements available in Pakistan
(Public and Private – 2012-13)
o Approximately 50% students look
up to alternative placements or
study abroad opportunities
o A growth of 51% is also seen on the
British GCSE qualifications in the
last 3 years, the bulk of which seeks
overseas placement
The Basic Education Structure
There are two types of schooling systems leading to higher secondary education. One
under the Ministry of Education and the other private which incorporates British GCSE O & A
Levels and American Schooling. The difference being English as a medium of instruction in the
later.
PhD & Research
The Success Stories
oThriving Multinational Companies in Pakistan
oKey Employers of returning students & Scholarship
Providers
HEC Administered Scholarships &
Funding-1
Discipline Wise Overseas PhD Scholars
Proceeded Abroad 2013-2014
Agriculture &
Veterinary
Sciences
17%
Physical
Sciences
27%
Biological &
Medical
Sciences
30%
Social
Sciences
16%
Management
Sciences
2%
Engineering
8%
HEC Administered Scholarships &
Funding-2
3500
3500
3000
3000
2500
2500
2000
2000
1500
1500
1000
1000
500
500
0
0
Detail of HEC Overseas Scholarships
PhD Scholarships
PhD (jointly
funded and
closed
programmes)
Scholars who proceeded abroad
Partial Support
for PhD studies
Abroad
Split PhD
Scholarships
International Post-Doctoral MS/Mphil/Masters
Scholarships
Research
Fellowship
Support Initiative Programme
Programme
(IRSIP)
Scholars who completed studies
Scholars who completed studies in 2012-13
HEC Administered Scholarships &
Funding-3
Challenges for Us
Opportunities for You!!!
Subject Areas in Demand with
Funding available from internal and
External Sources (PGT & PGR)
o
o
o
o
o
o
o
o
o
o
o
o
o
o
Sustainable Energy Management
Energy economics and Management
Development Economics
Solar Energy
Renewable Energy Management
Law, Oil and Gas Management.
Environmental Economics
Disaster Management
Cyber Crimes
Internet Security
Criminal Justice
Human Rights
Poverty Reduction
Gender Studies
33
Country Brief-Sri Lanka
• Geographical location
Population
• Population density
• Per Year Change
• GDP
• GNP
• Median Age
• Expectancy of Life
• GDP Growth rate
• Per capita GDP
7°00'N 81°00'E.
21,866,445
323/km2.
1.04%
$217.445 billion
194.1 billion
31.1 years
76.35 years
7.3%
$10,372.184
Sri Lanka – Economic Market Indicators
Sri Lanka – Economic Market Indicators
Sri Lanka – Future Vision 2020
Surely taking shape as reflected in Colombo’s new and
emerging skyline..
Sri Lanka School Structure - Grading
High School Examination Progress Chart
Higher Education-Sri Lanka
All HE is Under University Grant Commission (UGC)
o Provided by both State and Non State Sector
o State Sector – 15 National Universities, 2 Buddhist Universities and 19 affiliated
institutes
o Provide undergraduate education free of charge
o 7 PG institutes affiliated to national universities offer courses on fee levying
basis
o 9 other degree awarding institutions
o Sri Lanka Institute of Advanced Technological Education (SLIATE)
o 11 Advanced Technology Institutes & 6 Branches
o Offer Diploma and National Diploma
o Over 10,000 students at a given times
University Education in Sri Lanka
Annually about 25,000 students enter 15 National Universities
List of Universities in Sri Lanka
• All selections to the National Universities are done by the UGC
•University of Colombo
• Up to 5% of international students are allowed to state universities
• Annually about 5,000 students enter the Open University
• Annually about 15,000 students go overseas for Higher Studies
• About 3000-4000 students annually enter to non-sate Universities
• Minimum requirements to enter a National University is Pass in all 3
subjects
• Selections of students on merit (40%), District Basis (55%), special
category (5%)
• There are no private Universities in Sri Lanka but non-state HEIs
Duration of Study Programmes in Universities
•University of Peradeniya
•
•
•
•
•
•
Medical Degrees
Architecture Degrees
Engineering Degrees
Dental, Veterinary Science, Agriculture
Science and Arts - Special Degrees
Science and Arts - General Degrees
5 Years +1 Year Internship
5 Years
4 Years
4 Years
4 Years
3 Years
•University of Sri Jayewardenepura
•University of Kelaniya
•University of Moratuwa
•University of Jaffna
•University of Ruhuna
•Open University of Sri Lanka
•Eastern University, Sri Lanka
•South Eastern University of Sri Lanka
•Rajarata University of Sri Lanka
•Sebaraganuwa University of Sri Lanka
•Wayamba University of Sri Lanka
•UVA Wellassa University
•University of Visual & Performing Arts
Recognition of Foreign Universities in
Sri Lanka
The following international publications can be
used as authentic information on Universities and
Higher Education Institutes in different countries
recognized by UGC Sri Lanka
1) Commonwealth Universities Yearbook
(Published by Association of Commonwealth Universities)
2) International Handbook of Universities
(Published by Association of Universities)
Internationalization
o
o
o
o
o
o
o
o
100 Scholarship program
Reciprocal action
Study abroad programs
Cost effective education in Sri Lanka
Different exposure
52 TNEs
Multiple success stories
Research Opportunities in
many areas
Global Partners in Sri Lanka
44
South Asia Shifts from UK as a Key Market
2011-2014
South Asia – Key Stakeholders
Bangladesh
Sri Lanka
Pakistan
UK
UK
UK
USA
USA
Australia
Australia
Australia
Malaysia
Canada
EU
Canada
India
Canada
USA
China
Malaysia
EU
---
---
China
Future Growth Patters in Tertiary Enrollments
Between 2002 and 2009, China and India dominated global growth in tertiary enrolments,
accounting for 26 million (44 per cent) of the overall increase of 55 million. In percentage
terms, a number of South Asian countries of significant critical mass registered
exceptionally strong growth rates in tertiary enrolments over the same period: Brazil (+68
per cent), Turkey (+74 per cent), Indonesia (+53 per cent), Nigeria (+68 per cent), Pakistan
(+179 per cent), Malaysia (+41 per cent), Vietnam (+127 per cent), Saudi Arabia (+70 per
cent) and Bangladesh (+84 per cent).
Global Demographic Drivers
By 2020, just four countries – India, China, US and Indonesia – will account for over half of
the world’s 18–22 population. A further quarter of the world’s 18–22 population in 2020
will come from Pakistan, Nigeria, Brazil, Bangladesh, Ethiopia, Philippines, Mexico, Egypt
and Vietnam. The 50+ shortlisted countries considered in this study are projected to
account for over 80 per cent of the world’s 18–22 population in 2020
TNE Mobility Patterns
Source = Oxford Economics
Recruiting Beyond China & India
Case Studies
o To
diversify
international
student
population, Several Universities in OHIO
recruited the largest number of first year
international students from the less
sought countries such as Pakistan &
Vietnam to date.
o St Cloud university reported Nepal as the
institutions largest source country with Sri
Lanka as the 5th
Using Agents & Advisors
An Argument?
“Critics argue that agents/advisors are often more interested
in making money than serving students or institutions. They
also say that the way many of them are paid, on a perstudent commission basis, encourages unethical behavior.
Proponents say agents are cost-effective and can best assist
foreign students because they speak the same language and
understand the local culture. While there have been
examples of abuses, due diligence by institutions, a broader
reliance on standards, track record and reference with
dedicated training programs can curb bad behavior.”
Using Agents & Advisors-The South Asian
Perspective
o It is true that most international – recruitment dollars do not stretch far
enough to find students who might meet a wide area of institutional goals
o Relying on an agency partner that has cultural and linguistic ties to a specific
country to send them the students they need can add considerable breadth
to their efforts
o Asian market place knows that anything can be negotiated for a price and
the buyer always needs to be aware. This marketplace therefore operates
with some lack of protection for both students and institutions seeking them
o The answer involves setting high professional standards and best practice
standards for agents and themselves
o One renowned Indian agent says: “American institutions should stop raising a
bogeyman over what is a resolved issue around the world. Good agents are
here to stay and deliver a good service. Look around at what other
countries have done to manage agents and adopt these sound practices.”
Approaching The Market-Effective Tools
o Education Fairs
o Tabletop and Virtual
o Country Visits
o Tailored Market Strategy or Market Campaign
o Agents and advisors
o Appointing in country representatives with experience
and training
o Awareness Seminars
o TNE (Transnational Education)
o Finding partners
o Exchange Links and joint programs
o Direct marketing
o General advertising using print and electronic media
o Joint campaigns with local institutions
o Other activities
o Alumni
o Social Media
An Example of Bold Marketing
Full Page Supplement-JANG NEWS
• South Asian students are used
to pick universities that are
familiar due to regular
branding, advertising and
market presence.
• Look at this example:
This is a full page supplement
costing USD $7000
• Nationwide coverage should
attract and help recruit at least
20 students
• Another example is University
of Windsor who have spent
more than $50,000 in the last
5 years and they have now a
regular intake of 40 to 50
students from Pakistan.
Finally The SWOT
Strengths:
North America the wealthiest continents
Canada has an welcoming Immigration Policy
USA land of Opportunities for:
Academics and careers growth
Business enterprise.
USA has Financial Aid and Teaching Assistantships
Canada and USA are Geographically large countries
Weakness:
USA reluctant to “market” their Academic
Institutions.
Students Visa processing cumbersome
Gestation Period from application to Visa
Attacks on students in educational Institutions in
USA
Too much reliance on unregistered Agents
Lack of Links with Local Academic Institutions
Local Embassy not very actively engaged in
Education
Threats:
Global action against Terrorism
Frequent changes in Visa Policy and
procedures
Continued attacks on overseas students.
Fraudulent admissions and institutions
Illegal immigrants
Opportunities:
Canada has Policy to encourage
inward mobility
USA encourages overseas students
Colleges/Universities in US and Canada
highly reputed
Academic studies have
Vocational/Research growth
Questions & Answers
Glossary of References
o
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Education at a Glance (UNESCO Institute for Statistics (UIS), World Bank, UNAIDS)
Education Statistics (www.moedu.gov.bd)
HEC (www.hec.gov.pk)
Higher Education in India at a Glance – 2010-11 (UGC)
Higher Education to 2030 -VOLUME 2 – GLOBALISATION (COECD - entre for Educational Research
and Innovation)
Indian student mobility to selected European countries-an Overview by Shahana Mukherjee
(Indian Institute of Management – Bangalore)
PAKISTAN EDUCATION STATISTICS 2010-11 (NATIONAL EDUCATION MANAGEMENT
INFORMATION SYSTEM, GOP)
Private sector participation in Indian higher education (FICCI Higher Education Summit 2011)
Statistical Yearbook of Bangladesh -2010 (www.bbs.gov.bd)
UGC – Bangladesh (www.ugc.gov.bd)
UGC – India (www.ugc.ac.in/)
World Bank
World Data on Education 2010-11 (UNESCO & IBE)
higher education global trends and emerging opportunities to 2020 (BC)
Trends in International Mobility
South Asia – Best Entry and Recruitment Strategies for International Universities (Abhijeet
Zaveri)