The British Council is delighted to invite UK institutions to participate in our MBA Integrated Campaign: both face to face activity and digital marketing running in Japan and Korea this autumn. Business & Administrative Studies has been a particularly popular subject area for both Japanese and Korean students recruiting 1,500 students on average for both markets annually. MBA enrollment has been stable for the past five years, and we anticipate an increase in both markets as major employers and local government offices see MBA as key in acquiring global communication and business development skills.
The British Council will run digital campaigns for two weeks prior to face to face events by utilising effective digital platforms such as Facebook and Instagram, along with popular local channels like Kakao Talk, in order to maximise promotion of the events. The face to face events will consist of consultations, taster lectures, group discussions, and star alumni one-day career mentoring, so that prospective students can be informed by UK institutions but also local industry experts.
Market context
Japan
- With a shrinking domestic market and an uncertain outlook in the world economy, there is growing demand from Japanese firms for employees who have ‘global skills’ and who can think and act innovatively. There is also strong demand for management and leadership skills as Japanese firms look to expand their operations overseas and boost their global competitiveness. Meanwhile, the job market itself is becoming more fluid with companies increasingly taking on mid-career hires. All of these trends are helping to boost interest in MBA programmes in Japan.
- According to HESA, in 2017, Business and Administrative Studies was the second most popular subject area for Japanese students studying in the UK at PG level (295 students in 2017).
- Business and Administrative Studies was the most popular subject area among the 750+ visitors to the October 2017 Study UK Exhibition.
Korea
- UK institutions have attractive selling points: Entry/requirement level for UK MBA courses tend to be lower than the ones in the U.S, and studying in the UK is cost and time effective. Interest for UK MBA courses are increasing with positive feedback from employees of major corporations. Lastly, Triple Crown Accredited (AACSB, AMBA, EF) institutions are more based in the UK
- From employers’ point of view, global communication and negotiation skills are required for their employees to expand their business in wider Asian and European markets. Many employers and government offices sponsor their employees and civil servants to study MBA. Also, Chevening scholarship is available for prospective students in PG level which can help boost the number of MBA.
- Business administrations/MBA is one of the top five subjects Korean students choose when they decide to study abroad. MBA programmes are widely popular among young professionals hoping to upscale their resume before moving to major corporations.
- HESA and Study UK statistics reflect the solid interest in Business Administration/MBA programmes: This subject was the second most popular for Korean students recruiting 1,105 students in 201617.
Benefits to UK institutions
- Profile-raising through digital campaigns reaching a wide audience of prospective students. The MBA market is becoming increasingly competitive in East Asia with more domestic providers offering a wider variety of study options (part-time MBAs, blended learning, delivery in English and/or the local language). With competition intensifying now is a crucial time for UK institutions to promote your offer.
- Direct engagement with prospective students at face-to-face events. Prospective students in Japan and Korea prefer to meet university representatives and ask questions face to face before selecting their study abroad destination/course. This event therefore provides an excellent opportunity for direct engagement and conversion of students.
Format
Digital Marketing Campaign
Location | Delivery | What’s included |
Japan | August, 2018 | 1. Targeted Mailshot (2 institutions introduced per mailshot)
|
Korea | August, 2018 |
1. Targeted Mailshot (2 institutions introduced per mailshot) 3. Kakao Talk Push Message (1 post per institution) 4. Full page ad blog post on British Council blog “Study UK” section
|
Face to face recruitment events
Location | Date | Participating Institutions | Anticipated audience | What’s included |
Japan (Tokyo) | 2nd Sep 2018, 2-5pm |
Up to 6
| 40+ | 1. Booth for student consultation (table, 6 chairs, wifi, power supply, no back panel)
|
Korea (Seoul)
| 31st Aug 2018, 6-9pm | Up to 8 | 60+ |
Participation fees
Japan: £1,325
Korea: £1,300
All fees are exclusive of applicable VAT
How to apply
To reserve a slot, please complete the booking form in the attached document and return it to the address below. Applications will be accepted on a first-come first-served basis.
Youngah Kim (Education Services Manager) British Council in Korea
Youngah.kim@britishcouncil.org
| Attachment |
|---|
| MBA Tour Japan Korea 2018.pdf |