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The Chinese student population at U.S. universities increased by 163% since 2000 according to the IIE (Institute of International Education). China is now the leading nation sending students to the U.S., surpassing India. Looking ahead, China will experience a dramatic decline in the age group of 15-24 year olds over the next decades, declining by 20% to 40% over the next 10 to 30 years. This implies a significant drop in demand for seats at Chinese academic institutions and opens up higher quality education to a larger percentage of students at home. Opposing this force, other macroeconomic factors, such as increasing per capita income and greater integration into the world economy, will support demand for U.S. education and likely a higher college partcipation rate within the Chinese population.
For U.S. institutions to continue to draw increasing numbers of Chinese students, the "American" brand of education must continue to convey excellent value. What does your institution do to create brand value overseas?
