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March 2012 issue

Contents
News
News Round Up
Inside the industry
Advisor Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Direction
Special Report
Course Guide
Spotlight
Destination
City Focus
Market Analysis
Status
Grapevine

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Market report USA

Social media, virtual fairs and Google advertisements are just some of the methods higher education providers in the US are using to attract varied audiences. Jane Vernon Smith finds out more.

Each year, United States universities attract high numbers of international students onto their undergraduate and graduate programmes. While international recruitment efforts have been maintained, enrolment numbers have experienced varying fortunes over the past year, in the face of visa difficulties and continued global economic recession.

At Concordia College in New York, NY, “Undoubtedly, the most common difficulty for students is obtaining an F-1 visa. In fact, approximately 50 per cent of our admitted international students are not able to get their visa,” comments spokesperson, Allison Esposito. She adds, “We have lost many students to the visa process having qualifications equal to, or even greater than, those students who were successful.”

International enrolment at the Maharishi University of Management in Fairfield, IA, has reflected this experience. Recruitment to the computer science MS programme was affected by a decrease in numbers from Nepal and Ethiopia, as a result of a lack of F-1 visa approvals, notes course Administrative Director, Elaine Guthrie, who laments, “We still have the applicants, but they can’t get visas.” The problem is not confined to these markets. “There are many countries where the applicants don’t even apply anymore,” she adds – Sri Lanka, the Philippines and Cambodia being examples – “since their friends and seniors were not able to get visas.”

On the positive side, Esposito reports that the flow of Chinese students is strong, thanks in part to a more open student exchange policy on the part of the Chinese government. Meanwhile, enrolments of Chinese, Egyptian and Jordanian students onto Maharishi’s computer science MS programme have increased, with China, Egypt and Nepal representing the leading nationalities on a programme on which internationals constitute around 90 per cent of total enrolments, according to Guthrie. In response to the visa problems it has been experiencing, she comments that the university has tried to diversify the countries from which it recruits, and find ones that don’t have visa issues.

The University of Findlay in Findlay, OH, is representative among those canvassed for this article in identifying Chinese, Indian and Saudi Arabian as its top nationalities in 2011. However, while China continues to do well, according to Director of International Admissions and Services, Penny Gerdeman, India “has dropped off significantly”, although she links this to an increase in the university’s MBA programme fees. By contrast, another educator highlights an agreement between the US and India for the issuance of more students’ visas as having led to increased numbers from India.

At Georgetown College in Georgetown, KY, where the leading nationalities in 2011 were Saudi, Venezuelan and Chilean, a growth in Saudi numbers was attributable to the arrival of its first students via the Saudi Arabian Cultural Mission (SACM) initiative, according to Director of International Programs, Emily Brandon. Meanwhile, Venezuelan numbers were boosted by student word-of-mouth, as well as an outbound recruitment trip.

As seen above, individual programmes can be influential in international recruitment terms. This is clearly in evidence at Georgetown College, where the launch of a new intensive English programme has resulted in a doubling of international student numbers, according to Brandon. Previously, the college simply offered tutoring support to international undergraduates.

At Dowling College in Oakdale, NY, Director of International Student Recruitment and Scholar Services, Ann-Margaret Nastasi, notes that business programmes have always done well in attracting international students. “We have an exceptional MBA programme, which is very popular in every country [from] which I recruit,” she relates, while a new MS in Environmental Microbiology “is starting to build a strong following”.

For Manhattanville College in Purchase, NY, the relatively new communications studies course is seeing growth. However, it is finance and management programmes that currently register the greatest demand by international students. “The college’s nearby location to such corporate headquarters as MasterCard, Pepsico, IBM, Atlas Air and many more, provides an excellent opportunity for internships, which international students overwhelmingly understand the value of, in terms of qualifying them for employment after graduation,” notes Managing Director, J.J. Pryor. Internships are also seen as a valuable attraction at Concordia College, where Esposito reports that most international students want to study business administration, accounting or international management. Here, the Business Department “is strengthening [its] effort to provide meaningful work-place internships in the New York City area”.


Route to recruit

In terms of recruitment, institutions have been proactively combining a variety of approaches, ranging from the general to the finely targeted. Penny Gerdeman at the University of Findlay in Findlay, OH, says they are recruiting aggressively abroad, and currently make use of “publications, advertising, websites, country fairs, seminars [and] agents”. Maharishi University of Management in Fairfield, IA, meanwhile, employs a variety of web-based methods, including social media: Google advertisements and mailings, in tandem with agents/representatives in key markets, notes the university’s Elaine Guthrie.

The Internet is strategic to recruitment at Dowling College in Oakdale, NY, where virtual fairs are favoured. “They have a greater reach and are cost-effective,” notes the college’s Ann-Margaret Nastasi.

In the case of Concordia College in New York, NY, it is not just a question of building numbers, stresses spokesperson, Allison Esposito, but of finding “the right ‘fit’ between prospective students and our institution”. The college is developing a relationship with a consortium in Turkey, made up of 22 high schools, and is working with a major IB programme coordinator in Germany.

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Study Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.

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ACCOMODATION
Sara's New York Homestay LLC  

ASSOCIATIONS/GROUPS
English Australia  
English UK  
English UK London  
Groupement FLE  
Languages Canada / Langues Canada  
MEI Ireland  
Perth Education City  
Quality English  
Study Gold Coast  
English in Chester  

AUSTRALIA
Access Macquarie Limited  
Bond University  
ILSC Australia  
Impact English College  
International House Sydney Teacher Training & Prof  
Language Studies International  
NEAS Australia  
Perth Education City  
Study Gold Coast  
University of Newcastle Language Centre  
University of New South Wales  

BELGIUM
CERAN Lingua International  

CANADA
Bow Valley College  
CSLI  
Destination Canada  
Global Village  
Greater Victoria School District  
Guard Me  
ILSC - International Language Schools of Canada  
Languages Canada / Langues Canada  
Niagara College  
Ottawa International Student Programmes (OISP)  
Omnicom School of Languages  
Saint Mary's University  
Study Abroad Canada Language Institute  
Upper Madison College  
Vancouver English Centre  
Victoria International Academy  
York University English Language Institute  

CHINA
iMandarin Language Training Institute  

CHILE
Tandem Santiago  

ENGLAND
Angel Language Academy  
Ardmore Language Schools  
Askham Bryan College  
Cambridge Education Group  
Camp Beaumont  
Capital School of English  
Centre of English Studies  
EAC Language Centres and Activity Camps  
ELC London - Hampstead School of English  
English Studio  
English UK London  
International House London  
INTO University Partnerships  
Kaplan International Colleges  
Prime Education  
LAL London  
London School of Business & Finance  
London School of English  
Malvern House College London  
PGL  
Princes College School of English  
Queen Ethelburga's College  
School of Oriental and African Studies  
St Giles International  
Study Group  
Sussex Coast College Hastings  
University of East Anglia  
University of Essex - International Academy  
Wimbledon School of English  
  
EVENTS
SR Events  
Study World  
STM Star Awards  

EXAM BOARDS
Cambridge Esol  
City and Guilds Branch Office in Europe  
TOEFL Educational Testing Service  
Trinity College London  

FRANCE
Accent Francais  
Alliance Française Lyon  
Ecole Suisse Internationale  
Groupement FLE  
Idiom  
Langue Onze Toulouse  
LSF Montpellier  
Lyon Bleu International  
Paris Langues / Club CEI des 4 Vents  

GERMANY
F+U Academy of Languages  

INSURANCE
Dr Walter  
Guard Me  

IRELAND English Language Academy ELA  
MEI Ireland  
ITALY 2  
Dialogo Language Services  
IH Milan  
Percorsi d'italiano  

MALTA
Bell International  
EC English Language Centre  

SERVICES
Good Hope Studies  

SPAIN
International House - Sevilla CLIC  
Xul Comunicación Social  
Malaca Instituto - Club Hispanico SL  

SWITZERLAND
EF International Language Centers  
Eurocentres International  

TOURIST BOARDS
Malta Tourism Authority  
Office de Tourisme Montpellier  

USA
Brown University  
California State University San Marcos  
ELS Language Centers  
FLS International  
Global Language Institute  
New York Language Center  
Open Hearts International College  
Saint John's University  
Sara's New York Homestay LLC  
UC Berkeley Extension  
University of Arizona  
University of California San Diego  
Zoni Language Centers  





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