University of Wisconsin Parkside Promotional Plan to

Increase International Student Enrollment

Developed By: Jeff Keuch, Shannon Geaslin, Shelby Battles, and Aakash Desai

The First StepsProgram small/just startedApproximately 46 Students Enrolled Recommendations For First Steps:

UW Parkside must create a reliable way to identify international students from non-international student within UW-Parkside's student data base

Identification should be country of origin, major, price of tuition paid, and name of home school

Pivot table and studied to identify trends

GoalInitial goal was to double international student enrollment within 1 year40 students 80 students

Parkside would benefit by even getting 3-5 more international students every year

DOUBLE ENROLLMENT

Main Objectives Create and maintain credible data concerning

International Students at UW-Parkside Increase international nrollment by double (80)

within 3-5 years/revise goals Increase awareness of UWP Create a Niche Market (Germany and Saudi Arabia) Generate revenue Hold onto title of most Diverse Campus

Where Parkside Stands UW-Madison UW-Milwaukee UW-Whitewater UW-Parkside

Acceptance Rate % 49.2 73 81.8 82Size(of campus) acres 936 104 400 700Undergraduate Majors 50 94 50 41

Size(Student) 42,865 27,000 12,433 4600Cost($) 29,665.00$ 19,901.00$ 17,447.76$ 15,330.00$

Cost with Room ($) 35,206.00$ 34,357.00$ 23,847.76$ 22,356.00$ International Students 5290 1612 132 40

Student to teacher ratio 22:01 18:01 22:01 20:01

Statistics Across UW System Schools

Marketing and Promotions Process Model

Marketing Strategy and Analysis

Target Marketing Process

Opportunity Analysis Identify Markets Promotional Decisions

International Exchange Program Growth

Student Markets across the world

Competitive Analysis Market Segmentation

Area Schools Areas that can afford the option

Selecting a Target Market

Germany and Saudi Arabia

Original Model: Figure 2-1 Advertising and Promotions Belch

Is cost of the program accurate?

Channel of Distribution DecisionsSocial Media, Mailing

Lists, School Visits

Advertising, Direct Marketing, Interactive Marketing, Site Visits, Partnerships, Personal

Selling, School Location, School

Accredidations(AACSB)Target Marketing

Marketing and Promotions Process Model

Marketing Planning Program Development

Increase Funding Increase Data Target

Specific Markets

Program Decisions

Pricing Decisions

Parkside Data on International Students

Entering Students Since 2011-12

Country NumberChina 80India 60Germany 54Mexico 25Korea, Republic of 15Saudi Arabia 12Canada 8Italy 8Poland 8Brazil 4

Students by Semester Enrolled

Year Term Number2011-12 Summer 22

Fall 75Winter 0Spring 63

2012-13 Summer 16Fall 78Winter 13Spring 82

2013-14 Summer 18Fall 90Winter 11Spring 79

2014-15 Summer 26Fall 88Winter 0Spring 72

2015-16 Summer 14Fall 95Winter 11Spring 79

International Student Data ContinuedFrom 2011-2016: 329 Students

16% from Germany 4% from Saudi Arabia Both Fall in Top Ten

Fall Semester is Key Promotions need to be raised during Summer

Word of Mouth is crucial Added benefits for students that refer

Discounts on Food, Attractions, Parkside Activities

Credited by the Association to Advance Collegiate Schools of Business International

Size of Campus Budget Cuts

Lack of Interest Continued Lack of Knowledge

Lack of Resources Changing World Economies

Direct Marketing(Niche Market)Student Support

Expanding on Diversity Local Business Support

Target Schools Programs that benefit Current Students

AttractionsNew Program

Lack of Backing(Students, Resources)

Market ShareResources

Refferals(Past and Current Students)

Larger area Schools Location(Stranded)

Costs

DiversePolice Department

Relative Costs

Name/MarketingMajors offered

Business Program RankingBudget

Data

SWOT Analysis Strengths Weaknesses

Opportunities Threats

Small Class SizesLarge Campus

Location

Why Germany? Third largest enrollment to UWP Favorable Exchange Rate: 1 U.S. Dollar equals 0.92 Euro Most populous Member State in the EU High Number of College Students: 2.8 million German tertiary education students (2013)

More than 1/3 of tertiary students studying for Master’s degree (2013) Highest proportions of tertiary students studying for Doctoral degrees in the EU

(2013) Ostfalia University of Applied Sciences

Current Partnership with UW-Parkside German students earn their education for free

No student debt Can afford to study abroad

Social Journey of German Student (Figure 5-6)

Max Matlawski- Student Survey6) How much is your Parkside tuition? Room & board?

Tuition ($18,330) is covered mostly by scholarship, room & board (2,023) out of pocket.

7) How much is tuition at your German college?

Free.8) Major?

Sports Management.9) Like/dislike about Parkside?

I like the small classes, but I dislike how the campus is very quiet.

10) Would you recommend Parkside?Yes.

1) How did you hear about Parkside?Organization named “Scholarbook”.

2) Why Parkside?My German advisor (Niklas Boedts) played soccer for Parkside- he gave me a recommendation.

3) Where do you study in Germany?CJD Christophorus- Schule Rostock

4) What is the best university in Germany & why?

Unsure, depends on what you study.5) Did you receive a scholarship for Parkside?

Yes, $18,330 for 8 months.

Timo Meesters- Student Survey6) How much is your Parkside tuition? Room & board?

Tuition ($18,330) is covered mostly by scholarship, I pay room & board (2,023) out of pocket.

7) How much is tuition at your German college?

Free.8) Major?

Sports Management.9) Like/dislike about Parkside?

I like that the school isn’t too big, I dislike that nothing big happens here.

10) Would you recommend Parkside?Yes.

1) How did you hear about Parkside?Organization named “Scholarbook”.

2) Why Parkside?My German advisor (Niklas Boedts), recruited me to play soccer.

3) Where do you study in Germany?Tannenbusch-Gymnasium, Bonn.

4) What is the best university in Germany & why ?

Ludwig Maximilian University of Munich because it has a very competitive graduation system.

5) Did you receive a scholarship Parkside?Yes, $18,330 for 8 months.

The Power of Current International Students•Word of mouth•Max & Timo’s testimonials• Can promote Parkside to peers back home• Increase UWP awareness

• Provide feedback• Positive: Small class sizes, smaller campus that is easily

accessible• Negative: Too quiet, not enough events happening on campus

Interesting Conclusion• Coincidence? • Both students from different German schools knew Niklas• Questioned relationship with Niklas

• Niklas Boedts• Niklas- Agent for Scholarbook• Agents charge students in order to match them to American schools

• Handles Visa paperwork• Organizes flights & schedules

• Charged Max 5,000€ ($5,484)• Charged Timo 2,600€ ($2,851)

• Conclusion• Beneficial for German universities to create partnerships with Parkside• Cheaper for German students

Partnerships in Germany• Current partnerships with Parkside• Ostfalia University of Applied Sciences• Total enrollment: 12,580 (2015)

• Recommendation for future partnership• Philipp University of Marburg• Student enrollment of 25,000• 12% of students are international• Offers an international summer university program

• Been awarded ERASMUS program• European Region Action Scheme for the Mobility of University Students is a European

Union student exchange program

Saleh Alburaykan- Student Survey6) How much is your Parkside tuition? Room & board?

$18,330, but my scholarship covers 100% of costs. I live off campus.

7) How much is tuition at your German college?

Free, you only have to pay for books.8) Major?

Business Management.9) Like/dislike about Parkside?

I like the people, they are friendly and helpful, but there is not much to do.

10) Would you recommend Parkside?Yes.

1) How did you hear about Parkside?My cousin was a UWP student- it’s easier for international students & the professors are helpful.

2) Why Parkside?I chose Parkside because my cousin lives in Gurnee, Illinois, and it was easy to be accepted.

3) Where do you study in Saudi?Riyadh Schools, Riyadh city.

4) What is the best university in Saudi & why ?

King Saud university, it’s the 2nd largest university in the world

5) Did you receive a scholarship? Yes.

Why Saudi Arabia? • King Abdullah Scholarship Fund

• Founded in 2005• Supports 90% of Saudi students that study abroad• Pays full tuition • medical insurance• round trip flights• monthly stipend

• Almost 60,000 Saudi Arabian students attended US Universities in 2015• Fourth biggest group of International Students in the US

Economic Considerations and How UW-Parkside Can Help

• Oil prices have been decreasing causing government cutbacks to education• Oil accounts for 75% of Saudi Arabia's revenue • Government has ordered a 14% cut in spending overall• 25% of all government spending went to education

• Parkside has a high acceptance rate and low tuition for international students• Saudi Arabian students surveyed reported tuition at $18,330• Tuition was fully covered by scholarship as well as $2000 a month for

living expenses • Other international students indicated that Parkside was the only

university they applied to

Creating Partnerships in Saudi Arabia• Saudi Arabian has 24 government-run universities• Tuition is free of charge • Men and women are taught in separate institutions • Many courses are taught in English

• King Saud University• Enrollment 35,000-40,000• Enrolls men and women• Located in Riyadh Saudi Arabia

• Tabuk University • Enrollment 10,000-15,000• Established study abroad and exchange programs• Enrolls men and women • Located in Tabuk Saudi Arabia

Assessing A Potential MARKET In Saudi Arabia Saudi Arabian government reducing funding towards student’s

studying abroad Parkside has a lower cost than most schools these students look at

Parkside has a very open & accepting culture Students value the community’s acceptance towards how international

students practice their culture & religion Muslim students face racism in many parts of the United States…..they don’t

feel safe

Conclusion UW Parkside needs to create and maintain reliable data on international students to

help grow the program Germany is great Niche Market

Affordable to students Partnerships already exist

Saudi Arabia has high potential to become very profitable for UW-Parkside Scholarships from government cover cost to students 4th biggest group of international students coming to the U.S.

Max & Timo testimonials Increase awareness of UWP Creates Parkside advantage

No need to hire agents Likes and dislikes- room for improvement