Fish for International Students in Blue Oceans

Beautiful landscape from the rising sun and mountains. Rays penetrate the clouds.

Fish for international students in blue oceans

I am certain that many of you have read the book, “Blue Ocean Strategy,” by W. Chan Kim and Renee Mauborgne.

The authors’ basic premises are that red oceans are populated by similar companies (or colleges and universities) competing for the same market. Supply, in red oceans, exceeds demand.

Blue oceans are defined by the authors as untapped markets, not currently in existence. Blue oceans create new demand. Blue ocean companies don’t focus on beating the competition. Rather, they make the competition irrelevant by opening up new and uncontested market space.

Statistics supporting higher education blue oceans

On May 14,2015 UNESCO reported that from 2000 to 2014 global participation in higher education increased from 19 percent to 32 percent. Many of these new international students did not travel abroad for their education but rather enrolled in online or MOOC courses. (Example of new and uncontested market.)

A report by the Organization of Economic Operation and Development revealed that there were about 1.8 billion people worldwide in the middle class in 2009 and by 2020 the global middle class is estimated to increase to 3.3 billion. (Example of new demand.)

Last year the U.S. Census Bureau reported that only one-third of American adults have a bachelor’s degree and there are 35 million college dropouts over the age of 25. (Is this a new cohort of students for competency-based degrees?)

Examples of blue ocean thinking

Enrolling high school seniors in first year college courses

Offering college courses to international students

Partnering with retailers to offer college courses for employees at a reduced rate like the agreement between the University of Arizona and Starbucks

Developing a stacking credentials document (listing competencies) to replace the traditional college transcript.

How to fish in blue oceans for international students

Create new marketing and recruitment plans, based on research, that move from strategy to execution, and create a culture of curiosity and imagination that challenges deeply held beliefs and university cultures.



This entry was posted in Colleges, International Education, International students, Private Clients, The New College Guide, Universities by Marguerite Dennis. Bookmark the permalink.

About Marguerite Dennis

Marguerite Dennis has been recruiting internationally for over 25 years, first at Georgetown University in Washington, D.C. and then at Suffolk University in Boston, Massachusetts. During that time she was responsible for establishing a branch campus for Suffolk University in Dakar, Senegal and Madrid, Spain. Marguerite increased the international student population at Suffolk University by 193% from 1993 to 2011 and increased the number of study abroad programs by 135%, from 20 to 47. She monitored the recruitment programs for Suffolk University in 20 countries and hired a network of 10 international educational consultants. She signed agreements in Viet Nam, Hong Kong, Kuwait, Germany, Mexico, France and Argentina.

Leave a Reply

Your email address will not be published. Required fields are marked *