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Internationally Mobile – How to Attract Students from Emerging Asia

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Faced with demographic and economic pressures at home, the higher education sector in developed countries has turned outwards to increase student numbers. Emerging and developing Asia, with its strong economic growth, more favourable demographics and expanding middle class offers a fertile hunting ground for those institutions that can meet the needs of its students. A focus on accessibility, employability, brand and the student experience is necessary to win in this competitive market.

Key Figures in Developed Countries


Source: Euromonitor International from UNESCO/OECD/Eurostat/national statistics

Domestic challenges, international opportunities

With high average ages, and declining youth populations, the demographics of developed countries tend not to be favourable to the higher education sector. It clearly makes sense therefore for developed countries to increase student numbers by targeting overseas students.

Emerging and developing Asia has significant growth potential

Emerging and developing Asia has a population aged 18-24 five times larger than that in developed countries. Between 2015 and 2030 India alone will add 8.1 million people of this age to its population. There remains significant potential for growth in the higher education sector, with gross enrolment rates far lower than in developed countries.

Work and study are priorities for emerging Asian youth and their parents

Many work and study-related factors feature highly in the priorities of those aged 18-24 in emerging Asia. Parents are important role models for youth and they also see education as an important investment.


Source: Euromonitor International Global Consumer Trends Survey 2016

There are four major areas that higher education institutions should focus on

A focus on accessibility, employability, brand and the student experience is necessary to win in this competitive market. Higher education institutions that can align themselves with these requirements are well-placed to succeed in what is a competitive market.

To read the full strategy briefing click here.


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