A LITHUANIAN PERSPECTIVE ON UNIVERSITY BRANDING Rimantas Vaitkus, 1 st Deputy Chancellor of the Government
Challenges of Lithuanian universities Decreasing number of school graduates; Admission based on competition ( student basket model from 2009); Emigration of school graduates; Low number of international students
Number of school graduates (results and forecast) Blue number of born pupils; Yellow dot number of 19 y.o.
Number of admitted students Universities (all students) 2015 m. 2014 m. 4000 3500 3590 3342 3000 2500 2000 1500 1000 500 0 2129 1940 2005 1908 1748 1482 1392 1244 1125 1036 842 693 752 651 603 556 480494 302324 363 247 200 196 173178 6366 153 56 3948 1027 6 0 4 6
Taken actions of HEI to be in the market Growing number of study programmes; Advertising of HEI: Visiting of schools; Publications, media; Exhibitions; Ranking (local, international) Tuition students; More flexible admission (with low points); International students; What about strong research?
Reasearch in Šiauliai and Vilnius Universities (bench-marking points) Šiauliai University (8,8 tyrėjai) VU faculty of Physics (92,42 tyrėjai)
Ratio of state financed and tuition students KOLEGIJOS UNIVERSITETAI 14000 20000 12000 10000 8000 6000 3893 4530 4781 4436 4391 4371 18000 16000 14000 12000 10000 8000 8601 8746 8135 7930 7767 6897 4000 2000 8332 8651 8045 7262 6724 6938 6000 4000 2000 9344 9545 8774 7827 7448 7373 0 2010 2011 2012 2013 2014 2015 0 2010 2011 2012 2013 2014 2015 VF VNF VF VNF
Admission marks (group of medicine studies) State financed
Admission marks to colleges (group of technological studies) State financed
Requirement on minimum mark percentage of students that could not be admitted (in case of) (blue could not be admitted)
Number of students of Mykolas Romeris University 20000 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 18026 17726 15956 15319 15179 13646 13329 11578 10928 9889 9399 7819 2011 2012 2013 2014 2015 2016 Fee Total
Joke on MRU decreases number of students? One TV made a bad joke that graduates of MRU are the best for sausage company (to fill by meat)
Programų skaičius (LAMA BPO) Number of study programmes with no students 90 80 77 70 60 50 40 47 47 55 62 30 20 20 10 0 2010 m. 2011 m. 2012 m. 2013 m. 2014 m. 2015 m. programų, nepritraukusių nei 1 studento, skaičius
Kaunas University of Technology offers studies in... Vilnius
Old and new brand of Kaunas University of Technology
Part of international students (degree and exchange)
Erasmus+ Budget 2000-2016, 14000000 12000000 15620401780583 1826493 10000000 8000000 6000000 4000000 3052463 3264597 3648923 4007095 34615393649791 1400000 4007183 1 344 000 1794310 1904409,702 2562320 7 788 000,00 6864000 1393130,213 10317362 10539406 7 800 000 8696306 2000000 0 4478199 501500056100005890000 1483516 2574202 2462025 1382513 2378084 2840085 1930499 500244 563816 577246 770969 EU funding National funding ESF funding Source Lithuanian Erasmus+ National Agency
2014/2015 Erasmus student mobility Outgoing LT students Studies 2521 58% Traineeships 1822 42% Total 4343 100% Incoming foreign students to LT Studies 2119 83% Traineeships 429 17% Total 2548 100% Recent graduates 322 % from total SMP number 17,7 % Recent graduates 26 % from total SMP number 6 % Participants with special needs 5 (0,12 %) Participants from disadvantaged background 108 (4,3 %) Participants with special needs 2 (0,08 %) Participants from disadvantaged background 97 (5 %) Source Lithuanian Erasmus+ National Agency
Number of international degree students in Lithuania 3431 student came for full time degree studies or exchange studies to Lithuanian Higher education institutions Out of those 2126 students from 73 countries outside EU IRAN SYRIA GHANA EGYPT TAIWAN AFGHANISTAN CAMEROON LEBANON BANGLADESH MOLDOVA JAPAN NEPAL PAKISTAN ISRAEL USA CHINA RUSSIA KOREA KAZAKHSTAN AZERBAIJAN NIGERIA GEORGIA UKRAINE TURKEY BELARUS INDIA 8 9 10 10 11 11 13 14 17 18 25 27 33 43 59 65 84 86 88 92 105 114 188 269 277 330 0 50 100 150 200 250 300 350
Non EU exchange and full-time degree students admitted to Lithuanian HEI s in 2015-2016 divided by regions (data by VGTU) AFRICA 171 NIGERIA 105 KONGO 2 CAMEROON 13 SAR 2 EGYPT 10 SOMALIA 2 GHANA 10 ERITREA 1 KONGO 4 KENIA 1 MAROCO 4 LYBIA 1 ALGERIA 3 MALAWI 1 ETIOPHIA 3 MAURICIJUS 1 GAMBIA 3 NAMIBIA 1 TUNISIA 3 SUDAN 1 EUROPE 315 UKRAINE 188 GEORGIA 114 ALBANIA 7 MACEDONIA 2 SERBIA 2 BOSNIA & HERZ. 1 ICELAND 1 CIS COUNTRIES 579 BELARUS 277 AZERBAIJAN 92 KAZAHSTAN 88 RUSSIA 84 MOLDOVA 18 ARMENIA 7 UZBEKHISTAN 7 TAJIKHISTAN 4 TURKMENISTAN 2 AMERICAS 78 USA 59 CANADA 6 MEXICO 4 BRAZIL 2 EQUADOR 2 PERU 2 DOMINIQUE 1 GUNEA 1 VENEZUELA 1 ASIA 973 INDIA 330 SYRIA 9 TURKEY 269 IRAN 8 KOREA 86 VIETNAM 6 CHINA 65 MALAYSIA 5 ISRAEL 43 THAILAND 4 PAKISTAN 33 IRAQ 2 PALESTINNI NEPAL 27 AN TER. 2 JAPAN 25 JORDAN 1 BANGLADESH 17 MALDYVES 1 LEBANON 14 MONGOLIA 1 AFGHANISTAN 11 SINGAPORE 1 TAIWAN 11 SRI LANKA 1 In red countries where Lithuanian embassy or a consulate is located
Information source: ŠMM ITSC Full-time degree students enrolled at Lithuanian HEI s in 2016-2017 academic year 1306 students came for full-time degree studies to Lithuanian Higher education institutions from 80 countries. Norway Moldova Iran Finland Afghanistan Egypt Kazachstan Italy Poland Bangladesh Nigeria Sweden Turkey Belarus Germany India 8 9 9 9 9 9 10 11 11 12 12 13 13 19 22 23 24 24 24 26 37 40 41 41 46 54 64 65 66 143 0 50 100 150 200 250 300 350 292
Full-time degree students enrolled at Lithuanian HEI s in 2016-2017 academic year ASIA 520 INDIA 292 CHINA 7 PALESTINIAN TURKEY 46 TERRITORIES 2 ISRAEL 41 SRI LANKA 2 BANGLADESH 24 JAPAN 1 PAKISTAN 24 JORDAN 1 LEBANON 23 MALDYVES 1 NEPAL 12 OMAN 1 AFGHANISTAN 11 PERU 1 SYRIA 11 SINGAPORE 1 IRAN 9 VIETNAM 1 KOREA 9 CIS COUNTRIES 153 BELARUS 64 AZERBAIJAN 54 KAZACHSTAN 13 MOLDOVA 9 UZBEKISTAN 6 ARMENIA 3 TADZIKISTAN 2 KIRGIZTAN 1 TURKEMENISTAN 1 AFRICA 75 NIGERIA 37 EGYPT 12 CAMEROON 9 GHANA 5 ERITREA 2 TUNIS 2 ZIMBABWE 2 ANGOLA 1 KONGO 1 NAMIBIA 1 RUWANDA 1 SIERA LEON 1 TOGO 1 AMERICAS 38 USA 19 BRAZIL 7 CANADA 6 COLUMBIA 2 EQUADOR 1 GUATEMALA 1 MEXICO 1 VENESUELA 1 OCEANIA 3 AUSTRALIA 2 NEW ZEALAND 1 EUROPE 517 UKRAINE 143 DENMARK 5 GERMANY 66 CYPRUS 5 THE GEORGIA 65 NETHERLANDS 5 SWEDEN 41 FRANCE 5 RUSSIA 40 ALBANIA 4 LATVIA 26 GREECE 4 POLAND 24 ESTONIA 3 ITALY 22 AUSTRIA 2 SPAIN 13 CROATIA 1 FINLAND 10 MACEDONIA 1 UK 9 MALTA 1 NORWAY 8 PORTUGAL 1 ROMANIA 7 HUNGARY 1 IRELAND 5 Information source: ŠMM ITSC In red countries where Lithuanian embassy or a consulate is located
International students in VGTU (61 country in 2016/17) 1200 Degree-seeking students Exchange students 1000 800 473 600 424 424 400 200 0 11 76 7 11 18 17 52 71 87 86 284 265 307 247 148 189 68 26 43 54 77 51 53 74 73 67 331 113 313 168 386 284 354 456 596
Study programs in English 2016/17 30% of the portfolio (case VGTU) Bachelor degree programs (240 ECTS) Building Energetics Business Management Civil Engineering Computer Engineering Economics Engineering Engineering Informatics Finance Engineering Information Systems Engineering Mechanics Engineering Mechatronics and Robotics Integrated degree programmes (300 ECTS) Aircraft Piloting Air Traffic Control Architecture Master degree programs (120 ECTS) Architecture Electrical Energetics Systems Engineering Electronics Engineering Environmental Protection Technology and Management Industrial Engineering and Innovation Management Information and Information Technologies Security Mechatronics (JDP* with Braunschweig Technical University) Mechanical Engineering Mechatronic Systems Structural Engineering Urban Engineering Information Systems Master s degree programs (90 ECTS) Business Management Economics Engineering Innovative Road and Bridge Engineering (JDP* with Riga Technical University) Real Estate Management (JDP* with Belorussian State Technological University) *Joint Degree Programme
VGTU marketing mix for international recruitment Digital marketing National platform Study in Lithuania Application and CRM system vgtu.dreamapply.com Listings in global and regional websites Webinars Social media Search engine optimization Analytics and tracking (microsites and landing pages) Email and leads nurturing User friendly website (mobile users) Constant web content update Multilingual approach where possible (website, posters, banners) Offline marketing Study in Lithuania programme: Fairs and tours (7 fairs in target countries per year) Sholarships for the best candidates Engaging partner institutions Recruitment agents Printed material International media advertising School visits Prie admission tests and interviews (face to face and virtual) International alumni testimonials and contribution to recruitment events
State supports international co-operation Action 2016 m. Support of degree students (for foreigners) (master students) 610 000 EUR Support for international teachers 170 000 EUR Bologna group actions
Exhibitions and fairs in 2015 Georgia (February 25) Brasil (March 9) Uzbekistan (March 30) Turkey (March 31) Emirates (April 14) Oman (April 18) Japan (May 12) USA (May 22) Azerbaijan (October 7)
Conclusions Focus on university core values, such as: academic integrity that links teaching, research and scholarship; business-friendly courses with employability appeal; the positive student experience on offer. Target communications at parents as well as students. Involve academics as much as possible; their enthusiasm can often bring big dividends. Highlight student testimony in university marketing materials. Make the most of social media's influence and reach.