Post on 29-Sep-2020
Launching New (Online) Programmes
Laurens Vehmeijer, Studyportals
Manuel Frutos-Perez, Cambridge Education Group –Digital
Part 1 (theory)
Introduction to CEG Digital
Market & Opportunity
Market Research – Logic &
Process
Programme Selection
Practical tips & sources
Agenda
Part 2 (practice)
Recap
Exercise 1 – University X
Exercise 2 – Demand &
supply
Exercise 3 – Focus countries
Conclusions & plenary
Cambridge Education GroupThe Global Education Specialists
2000+ students: Larger postgraduate student population than 70 UK universities
CEG Digital
Working closely with our partner universities, CEG Digital helps create, market and deliver part-time online and blended University programmes to
students around the world. We use cutting-edge technology, sector-leading pedagogy, and first-class student support to provide an outstanding
educational experience.
Sector leading market research capability – 90% accuracy predicting success of programmes
What does it look like to students?
The online learning market
There are currently 80+ providers working
with 500+ global universities.
The international market (beyond the US) is
set to be the fastest growing sector.
* Data by HolonIQ - www.holoniq.com
This $3.9bn market is projected to grow at
15% to $7.8bn by 2025.
Market versus Opportunity
CEG Market Research – Logic & Process
Data sources [not exhaustive]
Studyportals | Higher Education Statistics Agency | World Economic Forum | TEF and REF | The Complete University Guide | QS World University Rankings
CEG Market Research – Logic & Process
CEG Market Research – Logic & Process
CEG Market Research – Logic & Process
CEG Market Research – Logic & Process
CEG Market Research – Logic & Process
CEG Market Research – Logic & Process
CEG Market Research – Logic & Process
MarketDemand for the course
University & faculty profile
Competition
Programme Selection
SUCCESSFULPROGRAMME
FinancialRevenue at acceptable market price point
Student volumes
Costs
Capital expenditure
Sector leading market research
Proven ability to predict success of programme→ 90% accuracy
That’s nice and all
but what if I don’t have the budget for
outside resources?
Free data sources
http://uis.unesco.org/en/uis-student-flow
http://data.uis.unesco.org
https://esa.un.org/unpd/wpp/Graphs/DemographicProfiles/
http://www.wittgensteincentre.org/en/news/tags/data_explorer.htm
http://databank.worldbank.org/
https://www.cia.gov/library/publications/the-world-factbook/
https://public.tableau.com/en-us/gallery
https://www.weforum.org/
https://www.topuniversities.com/university-rankings
https://www.timeshighereducation.com/world-university-rankings
http://monitor.icef.com/
UNESCO Institute for Statistics
http://uis.unesco.org/en/uis-student-flow http://data.uis.unesco.org
UNESCO Department of Economic and Social Affairs
https://esa.un.org/unpd/wpp/Graphs/DemographicProfiles/
Wittgenstein Centre
http://www.wittgensteincentre.org/en/news/tags/data_explorer.htm
https://www.cia.gov/library/publications/the-world-factbook/
CIA World Factbook
Tableau Public
https://public.tableau.com/en-us/gallery
https://public.tableau.com/profile/laurens.vehmeijer#!/vizhome/TheGrowingWorld_0/Globalpopulationdevelopment
Questions and discussion
Coffee break
Part 1 (theory)
Introduction to CEG Digital
Market & Opportunity
Market Research – Logic &
Process
Programme Selection
Practical tips & sources
Agenda
Part 2 (practice)
Recap
Exercise 1 – University X
Exercise 2 – Demand &
supply
Exercise 3 – Focus countries
Conclusions & plenary
Recap
CEG Digital is a
successful player in
a competitive
online market
High risk, high gain
requires quality
informed decision
making
Plenty of tools
available for
full-spectrum
market research
Market trends
Agent white papers
Government policy
Visa information
Internal enrolment datasets
Demographic datasets
Student surveys
Scholarship requirements
Channel ROI data
Real-time student data
Supply and demand data
International enrolment datasets
University X is interested in expanding Master’s programme portfolio
The Assignment
Exercise 1 – University X
• Subject rankings
• Shortlist (sub-)disciplines
Exercise 2 – Demand & supply
• Student demand &
programme supply
Exercise 3 – Focus countries
• Student demand
• Student flows
• Demographics
University X
(University of
Amsterdam)
current portfolio
strengths
Go to www.timeshighereducation.com
and search for “University of Amsterdam”
Look at the THE subject rankings
Shortlist 5-10 (sub-)disciplines
Results?
THE Rankings – University of Amsterdam
Please Log in to Tableau Online
Website: online.tableau.com
Username: actworkshop@studyportals.com
Password: actingoninsight291
Workshop – General dashboard – Market overview
Identify subjects with
positive market
opportunity
in Netherlands
Play around a bit
Filter for Netherlands and Master’s
Main disciplines with good market opportunity in NL?
Shortlisted sub-disciplines with good market opportunity in NL?
Results?
Workshop – General dashboard – Market overview
Identify top countries by
student interest
Play around a bit
Filter for “Psychology”
Which countries are above-average interested in
subject/country?
Workshop – General dashboard – Opportunity explorer
Compare Turkey and
Greece as source
countries
Go to uis.unesco.org/en/uis-student-flow
or Google
“global flow of tertiary-level students”
Top destination countries?
Outbound mobility ratios?
UNESCO Global Flow of Tertiary-Level Students
Compare Turkey and
Greece as source
countries
Go to dataexplorer.wittgensteincentre.org/wcde-v2/
or Google “wittgenstein centre human capital graphic
explorer”
At top “graphic explorer” and then “population size”
Select “Greece” on left and “Turkey” on right
Scenario “Medium (SSP2)”
Data (bottom) “percentage”
Which country has more people with secondary and post-secondary education?
Wittgenstein Centre Human Capital Graphic Explorer –Population size
Results?
Thank you so much!
Manuel Frutos-Perez mfrutosperez@ceg-uk.com
Laurens Vehmeijer laurens@studyportals.com
Appendix