Search SIU

Making a difference in the global education market

”Norway should develop its marketing strategy by clearly defining its unique selling points relative to its competitors,” says Dr. Neil Kemp. He participated recently in an event which focused on Norway’s position in the global education market.

Dr. Kemp outlined trends in international student recruitment within the global market for higher education – a market which continues to grow but where competition is increasing significantly. According to Kemp, Norway and the rest of the Nordic countries are amongst the more recent entrants to this market, which is led by USA, Australia, UK, Germany and France.

His recommendations to Norway are that in order to enhance the attractiveness of its higher education and research offers, more appropriate programmes must be developed, market knowledge improved amongst within institutions and greater international outreach achieved.

"Norway has to make sure that it is visible to target audiences in its priority countries," he points out. Kemp stresses that the key word in marketing is ‘differentiation’ - and the question to ask is 'How is Norway perceived internationally and relative to other countries?'

Promoting ‘niche’ areas
According to Dr. Kemp, Norway and Norwegian institutions have to decide why they wish to internationalise and then invest strategically. In his opinion, the strong suite of applied postgraduate programmes delivered in English provides a strong foundation for development.

Dr. Neil Kemp / Photo: SIU

Dr. Neil Kemp suggests that Norway should promote its unique selling points in order to attract international students.
Photo: Runo Isaksen/SIU

“Norway has a number of strong international images, for instance as a peacemaker. This could be developed as one of several powerful 'unique selling points' that might create a positive perception that would be particularly attractive to many international students and researchers," he says.

Kemp also points to the fact that Norway has a great international reputation in energy related technologies, natural environment, oceanography and development studies.

"My recommendation to Norwegian HE institutions would be for them to exploit more fully those ‘niche’ areas where Norway is active and has a high global reputation. This will help to ensure positive differentiation from other countries.”

Long term international strategy
Kemp emphasised that an international strategy is not merely short term student recruitment. The internationalisation of higher education must be across all activities and for the long term; it also requires strong ‘Brand’ positioning within a European, national and institutional context.

By Bente Gundersen

Dr. Neil Kemp leads his own international education consultancy company that focuses on the global market for education and training, international student mobility and, more broadly, the role of education and training in developing and middle income countries. He has contributed to a wide range of education and training projects internationally and has worked and lived in India, Malaysia, Kenya, Sri Lanka and Indonesia.

He has also held various posts in the British Council, UK, including more recently as Director of Education UK. Neil is the author of a variety of publications in international education including ‘Vision 2020: Forecasting International Student Mobility’ and among his current clients we find the UK government, the British Council, DAAD Germany, ACA Brussels and a number of universities.

SIU Calendar
» November 2010
m t o t f l s
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30          
    Latest news