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University of the West of England - Bristol

Boosting International Student Diversity Is the Key for Its 2030 Strategy

University of the West of England - Bristol

Boosting International Student Diversity Is the Key for Its 2030 Strategy

By Gauri Kohli Sr. Communications Officer

At a glance

Became an MSM partner institution in November 2019
Asia Pacific student recruitment increased from 1,417 to 2,060 from 2019-20 to 2020-21. This is projected to increase to 2,400 for 2021-22
The growth from 2019/20 to 2020/21 for the India market was 578%
UWE Bristol has welcomed students from 166 countries, thus promoting a culture of inclusivity and diversity by integrating ideas and beliefs from all over the world

Each of the three UWE campuses offers unique aspects. The Frenchay Campus is where most students choose to live and study, while the City Campus is the institution’s creative and cultural industries campus. The picturesque Glenside Campus, in turn, is home to many of the midwifery, nursing, and allied health students.

UWE Bristol has invested £300 million into state-of-the-art facilities in the last five years, with mock courtrooms, a medical skills and simulation center which is a real replica hospital ward at Glenside campus, and separate business and engineering schools.

Significant Growth in International Recruitment and Outreach

In the last 19 months, UWE has made efforts to expand its outreach to markets such as India, Nepal, and Sri Lanka. For the 2019-20 intake until the next one in 2020-21, the number of Indian students enrolled increased significantly from 76 to 518. The corresponding numbers for Sri Lanka for the same period were 11 to 46 and one to 33 for Nepal.

UWE’s partnership with MSM has played a key role in achieving this. MSM’s market knowledge, perspective, diversified recruitment objectives, agent network, and industry connections have been instrumental in catering to the institution’s plans and needs.

“We have even got staffing and hiring support, help with things like taxes, payroll, and most importantly, introduction to 108 new agents in just the first year with MSM. The way everything is streamlined by MSM–from profiling of agents to due diligence–has been impressive. Sophisticated tools by MSM Unify, such as demonstration of current performances, application trends, and background support are the other advantages,” says Professor Ray Priest, UWE Bristol International Director for Asia Pacific.

MSM allowed the institution to scale up quickly, with admissions support, application screening, pre-departure briefings, and a strong in-country presence, thanks to its Global Marketing Office (GMO) model. With this, institutions only spend on recruitment for every successful enrollment and the company does not charge universities and institutions for local representation or lead generation.

“Their authentic, honest marketing and the knack of coming up with one initiative after another makes them stand out,” Professor Priest says.

The institution’s needs for support in managing its agent network, particularly in relation to training, relationship management, application screening and offer making, processing commission payments, have been managed by MSM GMO. The company has developed a model to ensure commission is processed in an accurate and accountable way.

International Recruitment: The Road Ahead

As many as 28 percent of UWE Bristol’s postgraduate students are international and the same holds true for 15 percent of its undergraduate students.

“We want to add more international students to our undergraduate programs, to create a balance between undergraduate and postgraduate student recruits. We want to attract students not just to courses like business management, but also to areas like data science, cyber security, and filmmaking,” Professor Priest says. “Whilst our international students are drawn from diverse markets across the globe, we are looking to expand further and in a wider range of subjects from countries like India, Sri Lanka, and Nepal where we have seen a growth in student intake in the last two years,” he adds.

There is a significant shift from domestic recruitment for postgraduate studies to international student recruitment and it is projected that UWE’s international recruitment at this level could soon be more significant than the domestic market.

“This is impacting how we develop our services and support, particularly in relation to cultural and learning adaptation, pre-arrival support, accommodation services, and our global center resource. The Graduate Route post-study work visa scheme, our industry-recognized degrees, career enhancement opportunities, blended learning, and people engagement approach all contribute to driving international student numbers,” notes Professor Priest.

UWE’s 2030 strategy sees internationalization at its core. This does not simply refer to the recruitment of students but also how the institution has a global focus on its course design, teaching and learning, support for employability outcomes, partnership development, and delivery, and so on.

MSM has contributed significantly to shaping UWE’s thinking and response to South Asian students, in particular in how the institution supports students through understanding the approach to learning, the ability to be critical and reflective learners, and how to engage effectively in group discussions and tasks. The focus on student diversity is also something that the institution truly believes in.

Northern Lights College

First MSM Partner Now Sought-After in the Indian Market

Northern Lights College

First MSM Partner Now Sought-After in the Indian Market

By Elizabeth Francisco, MSM staff writer

At a glance

In 2013, became MSM’s first partner institution
Average increase of 115% in international students every year in its partnership with MSM
Known as British Columbia’s Energy College, with three Centers of Excellence: clean energy technology, oil and gas, and aerospace
Produces highly skilled graduates who are able to support their families, build healthier communities, and power the economy in all regions of BC
MSM’s dedicated global/in-country office model rejuvenated its agent performance and communication strategy in the Indian market, making it a sought-after destination for prospective students

Who knew that one simple idea could pave the way for a college in a humble Canadian town to grow their international community to record numbers?

Founded in 1975, Northern Lights College (NLC) offers postsecondary education to Northern British Columbia. Currently it has campuses in Chetwynd, Dawson Creek, Fort Nelson, Fort St. John, and Tumbler Ridge, as well as access centers in Atlin, Dease Lake, and Hudson’s Hope.

Over the years, NLC has been growing in diversity by welcoming students from different parts of the world. Their journey is closely tied with the beginning of MSM, then an educational agency that was on the cusp of transitioning into a service provider in the international education sector.

Humble Beginnings

It all started at the Ahmedabad residence of MSM CEO Sanjay Laul, where he proposed the idea of building a global or in-country office to an NLC official while college officials were at the tail end of their promotional tour in India.

“Appoint us as your country office and we will manage all your on-ground promotions. A dedicated team is ready,” Sanjay said to Shelley Nickel, then an international director for recruitment at the institution.

Nickel believed in the idea, brought it home with her, and pitched it to executives of the college. In 2013, NLC officially became MSM’s first client.

Now, NLC garners an average increase of 115% in international students every year in its partnership with MSM. In its seven-year journey as NLC’s recruitment partner in India and other territories, MSM has become a proud partner of 40 higher education institutions across Canada and even in the United States, the United Kingdom, and Europe.

For 45 years, NLC has been providing exceptional training and filling in the high-demand for workers in the trades, oil, gas, and clean energy industry, earning the title B.C.’s Energy College. Since its establishment, it has been recognized to have three Centers of Excellence: clean energy technology, oil and gas, and aerospace.

NLC is strategically located in Dawson Creek, a city in British Columbia known for oil and gas extraction. This area is also known for its trade, warehousing, construction, and healthcare industries. Dawson Creek has since seen significant uptick in immigrants via international students choosing to settle in the city.

There are Aboriginal gathering spaces on its Chetwynd, Dawson Creek, Fort Nelson, and Fort St. John campuses. These are considered safe spaces for all students to relax and share understanding and knowledge.

Dedicated Country Office in Action

Despite having over 200 agents in the Indian market, NLC was unable to recruit students from India for many years.

After getting appointed as the college’s country office, MSM built a dedicated team of three who undertook the following important tasks in response to its challenge: reaching out to the right agents, identifying target cities, and carrying out extensive brand promotions.

The dedicated country office initiative was backed by a strong communication strategy.

The result was phenomenal. In a span of one year, MSM was able to recruit over 100 students. In two years’ time, NLC became one of the most popular destinations in BC for Indian students.

According to Qureshi, the experienced consultation on reliable, cost-effective recruitment solutions that MSM provided became an important vehicle NLC to outperform its peers, employ effective direct recruiting, and develop robust agent channels.

“When we first signed a contract with Northern Lights College, we were just focused on providing the best quality of service and delivering results,” said Suneetha Qureshi, MSM Vice President for Global. “We didn’t imagine that MSM would grow this much in just a short amount of time and, along with the growth, be able to deliver a steady flow of international students to the college.”

“Ours is a foolproof strategy that ensures there’s a strong return on investment and we effectively eliminate risk of failure,” she added.

The NLC Advantage

As a member of BC Colleges, a provincial group comprising 11 colleges, NLC has a collaborative stance that allows its graduates to emerge as highly skilled graduates who are able to support their families, build healthier communities, and power the economy in all BC regions.

Its academic and vocational programs directly contribute to the local economy and have allowed students to easily find employment after graduation. According to 91 percent of its graduates, their education was useful in getting employed.

More than providing high-quality education, NLC’s two-year programs also offer the lowest tuition in Northern British Columbia. The institution works closely with the University of British Columbia and provides transfer opportunities for students who wish to get their bachelor’s degree.

NLC has received donations from both government and non-government organizations, which they invest in improving their facilities and infrastructure. In 2019, they received a jet from Top Aces to help their students get hands-on training.

Selkirk College

Filling Undersubscribed Programs Under MSM Model

Selkirk College

Filling Undersubscribed Programs Under MSM Model

By MSM research team

At a glance

Became an MSM partner institution in 2014
Average increase of 191% in international students every year in its partnership with MSM
Community college in the West Kootenay region of British Columbia
MSM filled its undersubscribed programs in a bid to revitalize its international recruitment
Attracts students from 34 countries today, offering affordable tuition and a healthy 15:1 student to faculty ratio

Selkirk College is located in one of the most breathtaking spots of southern British Columbia, Canada, in the West Kootenay region of BC. It offers a wide range of nationally recognized programs. The college consists of six campuses and two learning centers, educating more than 2,700 full-time students and nearly 12,000 students every year.

The college has been transforming the lives of students for 50 years now. However, despite its outstanding characteristics as a community college in terms of quality education, prime location, and up-to-date facilities, it faced challenges in the form of undersubscribed programs.

No Campus Too Remote for International Enrollment

On its second year of operations, MSM agreed with Selkirk College to serve as its country office amid its struggles due to its remote location. Today, it sees a 190% annual average growth in international students within its agreement with MSM.

Yet it wasn’t a path so smoothly taken from the beginning. At the start of its MSM partnership, Selkirk College had just launched its Postgraduate Diploma in Gerontological Nursing.

MSM created a plan to target Indian nurses with good English language skills and who wished to pursue a postgraduate program in Canada. It implemented multidirectional marketing strategies to successfully recruit international students, as well as expanded the dedicated team to ensure that we reach and even exceed the requisite numbers.

STUDENT RECRUITMENT GOALS

How much is the program capacity?

How many students we will lose?

How many will graduate?

How much revenue will be generated?

For MSM, every program has a target audience in the right parts of the world. There is hardly any reason for a program not to be filled to its maximum capacity, going by the principle that the solution lies in identifying the right markets and in executing aggressive awareness and promotional strategies.

MSM also assisted the college in conducting promotional activities through multiple platforms, including social media, print, television, and large billboards. It also organized networking summits, seminars and presentations, education fairs, high school tours, and other events for agents, and prospective students and parents.

The Way Forward

Selkirk College’s goal has always been to make everyone feel at home in its classrooms and communities, alongside numerous innovative and unique learning opportunities since 1966.

For this celebrated community college strategically located in six various West Kootenay and Boundary communities, its offerings are never less than in-demand employment, credit transfer to a multitude of universities for degree completion, and comprehensive training to further students’ career objectives.

Today, its students come from 34 different countries, enjoying affordable tuition and cost of living as well as a 15:1 student to faculty ratio for focused mentoring.

Its mountain environment, too, is positioned as a glorious haven for students rather than a barrier to one’s study-abroad goals due to its remoteness. Students can soak up the famous Kootenay Vibe, visit a farmer’s market or spectacular trails, paddle the local waterways, or rip down a mountain bike trail.

Apart from helping it promote undersubscribed programs, MSM also offers tailored solutions and market feedback specific to the needs of Selkirk College. These data-powered insights and reports help the college adjust its processes and program promotions to establish and maintain a strong foothold among prospective international students.

Cape Breton University

Canada’s Showpiece for International Student Communities

Cape Breton University

Canada’s Showpiece for International Student Communities

By Elizabeth Francisco, MSM staff writer

At a glance

Became an MSM partner in 2016
Within 24 months, international students grew to make up two-thirds of the student population
The first energy self-sufficient campus in North America
Increased the local economy of Cape Breton Island for the first time in 20 years
MSM’s dedicated global/in-country office and admissions outreach helped them tap into Indian students, a leading market

From declining enrollment to tripling their international students in just under five years, Cape Breton University (CBU) emerges as a model for reinvigorating not just its campus community but also the local economy.

Formerly known as University College of Cape Breton, CBU is the only postsecondary degree-granting institution on Cape Breton Island in Nova Scotia, Canada. It serves more than 5,500 full-time and part-time students from 40 different countries.

CBU offers a comprehensive set of liberal arts, science, business, health and professional programs. It is also the first energy self-sufficient campus in North America.

Up until the past half decade, student enrollments were dropping at the public institution, largely due to the aging local population. With partners like MSM and the growth ambitions under the Honourable David Dingwall, a former federal health minister and CBU President since 2017, the institution managed to turn itself around and become one of the biggest success stories in international education in Canada, if not worldwide.

Passing the 50% Foreign Student Threshold

In 2016, MSM began to build CBU’s global/in-country office and provide admissions support to help them boost international student recruitment in India, already a high-growth market then. From there, MSM has delivered a 390% annual average increase in international students to the institution.

The original goal of CBU involved increasing international student enrollment to 3,500 students. Yet under the leadership of Dingwall, they far exceeded that objective and now have roughly 5,500 students.

Within 24 months, international students tripled and became the “super-majority,” making up two-thirds of all students. This made CBU the first institution in Canada to surpass the 50 percent foreign-student ratio threshold. Not even those with the highest foreign student population could reach that mark, with most institutions within the 30 percent range.

CBU made waves as it grew its undergraduate populations by more than 44 percent between school years 2017 and 2018, the largest in Nova Scotia. From under 800 students in 2016, they accepted over 3,400 in 2019.

“This growth is consistent with our expectations and the work we’ve done in international markets. The focus has been, and remains to be, on providing the necessary academic and support services to enhance the student learning experience,” Victor Tomiczek, Manager for Enrollment Services (International), told The PIE.

Its development also allowed CBU to increase its budget by 37 percent, helping create new programs and improve local facilities.

Hope and Progress

For decades, the small island of Cape Breton suffered from population decline. But now, for the first time in two decades, the area saw a growth in its population, with CBU’s thriving international student base a major contributor.

Aside from that, CBU’s enhanced presence also helped build and grow the community. Unemployment decreased by 15 percent as the island saw increased economic activity. More housing and supplies were needed and before long, Cape Breton even had to add more buses to accommodate the new students and exclusively cater to them.

"Let me put it this way: The community is asking us to do this. The community wants international students,” Dingwall said in a Globe and Mail report.

Until now, the local government is making an active effort to improve its services and transportation to keep up with the growing population.

Of their partnership with MSM, Brett MacLean, Senior International Recruitment, said: “MSM has been a fantastic partner because of their filtering of educational consultants, their on-the-ground support, as well as follow-up with our admissions department in Canada. The support has been absolutely crucial.”

Yukon University

Northern Canadian Institution Garners Global Enrollment Boost

Yukon University:

Northern Canadian Institution Garners Global Enrollment Boost

By Deepika Singh, MSM staff writer

At a glance

Started to partner with MSM in 2017
Teaching focused on issues of sustainable resources and environmental conservation
MSM exclusively aided the institution in recruiting Indian students for the first time
International students account for a humble but meaningful 15% of the small student population
Officially became Yukon University in May 2020

The Yukon University story is 50 years in the making. Since the mid-70’s, the Northern First Nations, industry leaders, and locals have been requesting for a university to represent the North and Indigenous communities in Canada. In May 2020, the institution became the first college in the North to be granted a university title. Teaching here is now focused on issues of sustainable resources and environmental conservation.

“It requires us to honor and support reconciliation with First Nations. I don’t know of any university that has that, but we have it,” said Tom Ullyett, Chair of the Board of Governors, Yukon University.

North of 60

Yukon is located in Whitehorse, British Columbia, an area referred to as “North of 60” because it lies above the 60°N latitude. It is framed by three gorgeous mountain ranges on either side and enjoys such wondrous natural beauty everywhere. International students from across 20 different countries including India, Japan, the Philippines, South Korea, and Germany study and find a second home here.

"We received so many queries from international students that we had to close applications, with the exception of a few programs which had additional capacity. We need to build additional classrooms and student housing to accommodate a growth in students and we’re working on securing funding to do so,” Jacqueline Bedard, Executive Director, told The PIE.

Support for International Exposure and Growth

Several years ago, the idea of studying in Yukon was virtually unknown to international students, even in major markets like India. It was unheard of for foreigners to move to Northern Canada.

As a partner, MSM readily faced the challenge brought by these deeply ingrained perceptions. Many of its partner schools did not enjoy big recruitment budgets or the capacity to establish themselves in a cut-throat environment, so working with Yukon University made sense if it wanted to help level the playing field for the smaller institutions.

At a roundtable discussion hosted by the Canadian High Commission, a representative from a Toronto college said in jest, referring to the old “Yukon College” nameplate randomly assigned to MSM at the event: “Who would go to Yukon to study?”

Now, however, nearly 200 Indian students study at the institution that MSM boldly brought to the competitive marketplace.

The solution was to set up an in-country team to help fortify market awareness and recruitment. On an annual basis, MSM delivers a 109% average increase in international students to Yukon University.

“All the comments and criticism we faced in our initial effort to recruit Indian students into the bigger vision for Yukon University is now nothing. We are proud of the dedicated team that worked against the odds to achieve incremental success for this partner institution,” said Suneetha Qureshi, MSM Vice President for Global.

Heading Into the Future

READ: YUKON COLLEGE OFFICIALLY BECOMES 1ST UNIVERSITY IN THE NORTH OF CANADA

The now-official Yukon University offers a wealth of degree programs on its 13 campuses, including Bachelor of Arts in Indigenous Governance, Bachelor of Business Administration, Bachelor of Science in Northern Environmental and Conservation Science in partnership with the University of Alberta, and Bachelor of Education and Bachelor of Social Work in partnership with the University of Regina.

Trades programming, academic upgrading, certificates, diplomas, degrees, and applied research make the institution an exciting place for curious international learners to expand their knowledge.

As the MSM and Yukon partnership journey continues, more students continue to show interest in the institution. Despite the slowdown caused by COVID-19, the support from Yukon faculty and the government has proven instrumental in setting the standards for holistic education and support offered in British Columbia.

Education Minister Tracy-Anne McPhee said in a statement: “Yukon University is Canada’s first university in the North, for the North and by the North. It is designed to meet the education needs of Yukoners. This is an exciting time for our territory as we work together to create new post-secondary education, social and economic opportunities for Yukon.”

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University of the West of England - Bristol

Boosting International Student Diversity Is the Key for Its 2030 Strategy

University of the West of England - Bristol

Boosting International Student Diversity Is the Key for Its 2030 Strategy

By Gauri Kohli Sr. Communications Officer

At a glance

Significant Growth in International Recruitment and Outreach

International Recruitment: The Road Ahead

Northern Lights College

First MSM Partner Now Sought-After in the Indian Market

Northern Lights College

First MSM Partner Now Sought-After in the Indian Market

By Elizabeth Francisco, MSM staff writer

At a glance

Humble Beginnings

Dedicated Country Office in Action

The NLC Advantage

Selkirk College

Filling Undersubscribed Programs Under MSM Model

Selkirk College

Filling Undersubscribed Programs Under MSM Model

By MSM research team

At a glance

No Campus Too Remote for International Enrollment

STUDENT RECRUITMENT GOALS

How much is the program capacity?

How many students we will lose?

How many will graduate?

How much revenue will be generated?

The Way Forward

Cape Breton University

Canada’s Showpiece for International Student Communities

Cape Breton University

Canada’s Showpiece for International Student Communities

By Elizabeth Francisco, MSM staff writer

At a glance

Passing the 50% Foreign Student Threshold

Hope and Progress

Yukon University

Northern Canadian Institution Garners Global Enrollment Boost

Yukon University:

Northern Canadian Institution Garners Global Enrollment Boost

By Deepika Singh, MSM staff writer

At a glance

North of 60

Support for International Exposure and Growth

Heading Into the Future

READ: YUKON COLLEGE OFFICIALLY BECOMES 1ST UNIVERSITY IN THE NORTH OF CANADA

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