Benchmarking 2004: Australian Universities International Directors Forum Bruce Mackintosh Alan Olsen 1
Dr Bruce Mackintosh Director, International Centre, The University of Western Australia, Chair, Australian Universities International Directors Forum Alan Olsen Director, Strategy Policy and Research in Education Limited, Hong Kong 2
Benchmarking Links with Total Quality Management and Business Process Re-engineering Mackinnon Walker Davis 2000 Lagging, leading and learning indicators 3
Benchmarking Benchmarking simply is a means of comparing performance Collection of information about an aspect of institutions operations Highlight where improvements are needed, where institution can learn from others, where problems have to be investigated 4
AUIDF Benchmarking First national benchmarking of international operations in 2003, using 2002 data, 29 of 38 member universities participated International Directors met during the AIECs in Melbourne in 2003 and Sydney in 2004 to refine the benchmarking process 5
AUIDF Benchmarking International students on campus in Australia Each participating university receives an individual report and in each individual report, individual responses are highlighted Each individual report is different and no participant s individual responses are reported to any other participant 6
Other Sectors Universities in NZ TAFE systems/institutes in Australia 7
AUIDF Benchmarking 2004 International Office costs Staffing of marketing and admissions Admissions policies, procedures and quotas International student services International student mobility Costs of recruiting for key source countries Recruitment channels and conversion rates Structure of International Offices 8
AUIDF Benchmarking 2004 Questionnaire December 2004 34 universities participated 74,566 commencing international students, 92% of the commencing students in all Australian universities in 2004. Reports April 2005 9
Findings Findings to participants only Individual reports AUIDF agreed that some of the high level findings in the report can be provided to this Conference 10
Cost % excl Commission 33 universities Revenue $1.58 billion Costs excl commissions $130.5 million 8.3% of income in 2004, 7.6% in 2003, 7.7% in 2002 11
Cost % excl Commission 10.0% 12.9% 0% 20% 40% 60% 12
33 universities Commission % Revenue $1.58 billion $57.6 million 3.6% of income in 2004, 3.6% in 2003, 3.0% in 2002 13
Commission % 3.6% 3.9% 0% 2% 4% 6% 8% 10% 14
Cost % incl Commission 33 universities Revenue $1.58 billion $188.2 million 11.9% of income in 2004, 11.1% in 2003, 10.7% in 2002 15
Cost % incl Commission 14.5% 16.8% 0% 20% 40% 60% 16
Cost % incl Devolved 18 universities reported (non zero) devolved costs of $11.6 million, 0.7% of revenue of $1.58 billion Costs incl devolved costs $199.7 million in 2004 12.6% of revenue of $1.58 billion 17
Cost % incl Devolved Costs 14.8% 17.3% 0% 20% 40% 60% 18
Size of International Student Program and Cost % incl Commission and Devolved Costs 60% 50% 40% % Cost 30% 20% 10% 0% $0 $20 $40 $60 $80 $100 $120 $140 $160 $180 Revenue $ million 19
Cost % Costs % display costs of international operations as a proportion of international revenue International revenue is a function of duration Measures of international costs as a proportion of international revenue are a function of duration 20
Cost per Commencement Most costs of an international student program are recruitment costs and are met up front Measures of costs per commencement, including commissions and devolved costs, minimise the impact of duration 21
Cost/Start incl Devolved 33 universities 71,447 commencements Cost incl commission $199.7 million $2,795 per commencement 22
Cost/Start incl Devolved $2,918 $3,240 $0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 23
Number of Starters and Cost $ per Starter incl Commission and Devolved Costs $7,000 $6,000 $5,000 $ Cost $4,000 $3,000 $2,000 $1,000 $0 0 1,000 2,000 3,000 4,000 5,000 6,000 Number of Commencements 2004 24
Staffing of Marketing 34 universities 381.7 marketing staff, 74,556 starters 5.1 marketing staff to achieve 1,000 commencements, up from 3.5 in 2003 195.3 commencements per staff per year, down from 288.5 in 2003 25
Marketing Staff 5.4 6.3 0 10 20 30 26
Admissions Staff 34 universities responded 430.3 admissions staff, 74,556 starters 5.8 admissions staff to achieve 1,000 commencements, up from 4.8 in 2003 and 5.0 in 2002. 173.3 commencements per staff per year, down from 209.4 in 2003 and 201.7 in 2002 27
Admissions Staff 5.4 6.2 0 10 20 30 28
Delegation Admissions Policies Application Fees Online Enquiries and Applications Quotas 29
34 universities Fees Policies 2005 In respect of commencing students 32 universities adjusted fees after market review 2 universities not adjusted fees In respect of continuing students 11 universities adjusted fees after market review 23 universities not adjusted fees, either for all continuing students or for continuing students within the normal duration of the course 30
Student Services 33 universities 214.5 fte student advisers and other support staff, 131,162 international students Caseload 611.6 students per staff member, up from 552.2 a year earlier 1.64 staff members per 1,000 international students, down from 1.81 a year earlier 31
Student Services Caseloads 1.55 1.81 0 2 4 6 8 10 32
Size of International Student Program and Student Services Staff Students per Staff Member 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 International Students 33
Mobility 34 universities 65.4 (fte) staff, 8,469 exchanges (incoming exchanges plus outgoing exchanges) 129.5 exchanges (incoming exchanges plus outgoing exchanges) per staff member (131.7 in 2003) 0.77 staff members per 100 exchanges (0.76 in 2003) 34
Mobility 0.72 0.76 0 1 2 3 4 35
Size of International Exchange Program and Exchange Staff 300 Exchange Studehts per Staff Member 250 200 150 100 50 0 0 100 200 300 400 500 600 700 800-50 Exchange Students 36
International Exchanges 3,096 (non-international) students on outgoing international exchanges in 2004 3% of the 103,756 completing noninternational undergraduates in 2003 Broadly, 3% of non-international students in Australian universities undergo an international exchange during the course of their studies 37
International Exchanges 2.2% 2.7% 0% 2% 4% 6% 8% 10% 12% 38
International Study Experiences Other international student experiences, including study abroad, study tours, international periods of study as part of the Australian degree, joint degree programs, internships or practicums or industry or clinical work placements, periods of research overseas and Language Proficiency Toursd 39
International Study Experiences 6,567 (non-international) students with international study experiences in 2004 6.3% of the 103,756 completing noninternational undergraduates in 2003 Broadly, 6.3% of non-international students in Australian universities undergo an international study experience during the course of their studies 40
International Study Experiences 3.5% 5.8% 0% 10% 20% 30% 41
Country Cost of Recruitment by Source Country $2,500 $2,000 $1,500 $1,000 $793 $1,426 $1,195 $1,249 $885 $846 $1,404 $869 $1,273 $1,120 $1,275 $1,466 $1,107 $1,487 $2,021 $1,075 $1,083 $1,876 $947 $1,365 $1,738 $1,147 $1,706 $2,189 $650 $521 $500 $465 $0 China Australia USA India Malaysia Singapore Hong Kong Indonesia Thailand South Korea Japan Taiwan Sub Saharan Africa Norway Germany Bangladesh Canada Middle East Nth Africa Vietnam Sri Lanka Sweden UK Pakistan Mexico Oceania excl Australia Colombia Brazil 42
Cost of Recruitment by Source Region $2,500 $2,000 $2,021 $1,500 $1,143 $1,349 $1,315 $1,120 $1,147 $1,000 $840 $702 $521 $500 $0 Australia NE Asia SE Asia South Asia Americas Europe Middle East/North Africa Sub Saharan Africa Oceania excl Australia 43
Country Cost and No of Starts $2,000 $1,800 $1,600 Thailand $1,400 India Norway Taiwan Singapore $1,200 Malaysia Sub Saharan Africa $1,000 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 South Korea Indonesia HK $800 China Japan $600 $400 USA Australia $200 $0 44
% Starts with Commission by Source Country/Region 90% 86% 80% 70% 60% 50% 40% 47% 37% 57% 42% 45% 70% 61% 60% 45% 66% 55% 37% 58% 54% 35% 49% 47% 59% 37% 60% 69% 29% 63% 35% 30% 20% 19% 15% 10% 0% China Australia USA India Malaysia Hong Kong Indonesia Singapore Thailand Germany South Korea Bangladesh Norway Sub Saharan Africa Taiwan Canada Japan Sri Lanka Middle East Nth Africa Pakistan Vietnam UK Sweden Mexico Oceania excl Australia Colombia Brazil 45
% Starts with Commission by Source Region 80% 78% 70% 60% 50% 40% 30% 37% 46% 56% 26% 48% 47% 37% 29% 20% 10% 0% Australia NE Asia SE Asia South Asia Americas Europe Middle East/North Africa Sub Saharan Africa Oceania excl Australia 46
No of Starters in 2004 and % Starts with Commission 90% 80% % Starts with Commission 70% 60% 50% 40% 30% 20% 10% 0% 0 1,000 2,000 3,000 4,000 5,000 6,000 Commencements 2004 47
Conversion 32 universities 250,620 applications, 180,654 offers, 63,429 commencements 72.1% of applicants received an offer, 35.1% of those who received an offer commenced, 25.3% of applicants commenced 25.3% in 2004, 23.6% in 2003, 25.0% in 2002 4.0 applications to get a commencement in 2004, 4.2 in 2003, 4.0 in 2002. 48
All Levels Starts/Applications % 24.3% 25.1% 0% 10% 20% 30% 40% 49
Channels Overseas IDP In Australia Twin 30% 25% 20% In Australia Direct 16.9% 15% 11.1% 10% 11.7% Overseas Agent 25.1% 5% 0% 0.6% 7.9% In Australia Agent 3.0% Overseas Direct 23.7% In Australia IDP Overseas Twin 50
Conversion In Australia Twin 70% 60% Overseas IDP 50% 51.4% In Australia Direct 40% 30% 33.5% 17.2% 20% 10% Overseas Agent 24.0% 0% 30.6% In Australia Agent 24.6% 22.8% Overseas Direct In Australia IDP 64.6% Overseas Twin 51
Structure International Office 34 responses international marketing materials, 32 of 34, international marketing missions 34 of 34 international student enquiries 33 of 34, international student admissions 30 of 34 student services for international students, at least in the first instance, 24 of 34 all three core functions: international marketing and admissions and student support, at least in the first instance, in 23 of 34 52
International Office 34 responses Structure internationalisation policy and strategy 25 of 34, compliance 31 of 34, international relations and international links 27 of 34 international student mobility including exchanges, 30 of 34 development assistance project bids, 12 of 34 53
Structure: Offshore Responsibility for new business development offshore was with the international office in 16 universities, with another central unit in 8 universities and with the faculties in 10 universities. In terms of students offshore, the International Office has responsibility for marketing to prospective offshore students in 15 of 34 responses, for admission of new offshore students in 15 of 34 responses and for student support of offshore students in just 2 of 34 responses. 54
Scholarships 28 universities reported aggregate budgets of $34.8 million in 2004 for international scholarships In 16 cases where universities were able to unpack those budgets by level of study, 79% of scholarships budgets were for scholarships for postgraduate research students 55
% of Research Students Who Are International 15.5% 16.9% 0% 10% 20% 30% 40% 50% 56
Number of Research Students and % of Research Students Who Are International Penetration 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 0 1,000 2,000 3,000 4,000 5,000 Number of Research Students 57
Benchmarking 2004: Australian Universities International Directors Forum Bruce Mackintosh Alan Olsen 58