Despite the commitment to internationalization, university leaders feel their mission lacks adequate support at senior administrative levels, findings suggest.
Despite the commitment to internationalization, university leaders feel their mission lacks adequate support at senior administrative levels, findings suggest.
Navitas and Nous Group are shedding light on globalization and internationalization strategies in education in their comprehensive report: “Thriving in a Hyper Competitive World.”
The research is based on an online survey of 100 senior operational and strategic university leaders responsible for internationalization initiatives in Australia, Canada, and the UK. The survey, conducted from August to November 2022, delves into critical areas of concern for these institutions.
The report underscores how internationalization remains a top priority for university leaders across the three countries. Notably, the focus primarily revolves around international student recruitment. This emphasis can be attributed to several factors, including the need to recuperate swiftly from pandemic-induced losses, inadequate public funding for universities, and a decline in the influx of Chinese students.
Support for internationalization: a looming challenge
Despite the commitment to internationalization, the report reveals that many university leaders feel that this mission lacks adequate support at senior administrative levels. Furthermore, there is a shortage of resources allocated for internationalization initiatives. This suggests a disparity between rhetoric and action within these institutions.
University leaders are increasingly turning to “private partners,” such as agencies and pathway providers, to meet their international enrollment targets. This shift is driven by a more challenging recruitment landscape, an uptick in diverse application channels, the need to supplement institutional staff capacity, and a growing focus on environmental sustainability.
Financial priorities shape recruitment goals
A stark finding is that the overriding goal for university leaders is to increase revenue from international students. This focus on financial outcomes highlights the economic challenges that universities are grappling with. Few institutions plan to achieve diversity and quality by turning students away or significantly raising acquisition costs, signifying the financial pressures institutions face.
Interestingly, Canadian university leaders are more likely to prioritize increasing enrollment volume, whereas UK leaders emphasize revenue considerations. This divergence may reflect differences in the international recruitment strategies of these countries, with Canada influenced by immigration policies and the UK adopting more strategic recruitment practices.
The report indicates that recruiting in new target markets is gaining traction among university leaders. A majority of respondents plan to achieve this goal through intensified marketing and promotional activities and by bolstering their staff resources. Scholarships, on the other hand, are considered a lower priority, particularly among universities that do not rank among the highest tiers globally.
Balancing quantity and quality
While financial considerations are paramount, university leaders also express the need to enhance the overall international student experience and post-graduation outcomes. Priorities include improving the in-study experience and ensuring successful graduation for international students.
The report leaves us with two critical insights. First, universities must strike a delicate equilibrium between recruiting volume and revenue. An excessive focus on quantity may lead to rising recruitment costs without proportionate revenue gains. Second, institutions must ensure a balanced approach across volume, revenue, quality, and diversity. Neglecting any of these aspects can jeopardize retention rates, student experiences, and outcomes.
Navitas and Nous Group’s report offers a comprehensive view of the challenges and priorities facing university leaders in the internationalization of higher education. It highlights the economic imperatives, changing recruitment landscapes, and the need for a nuanced approach to balance financial objectives with the quality of education and student experience.
As universities navigate this complex terrain, the report’s insights provide valuable guidance for future strategies and decision-making in this hyper-competitive world of international student recruitment.
