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4/22/12

The University of Hong Kong

Tsinghua University - China

4/22/12 The University of

Study Aboard in Asia

Client Top Universities in Asia

Tsinghua University The University of Hongkong The University of Tokyo

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Target Audience: current and potential college students from America

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Statement of the problem

What is the global conversation about top universities in Asia?

- Still behind American or British university system

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Not well acknowledged Not that visible

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Statement of the problem

How the topic is currently

perceived in the US
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Only 1% of students from the US study abroad each year. 2009-2010: a modest decline of 0.8% of American students who study aboard Favorite study aboard destinations

1. The United Kingdom - 6% fewer students than in the previous year.

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2. Italy (down 11%)

Statement of the problem

My clients perspective of the situation

They can provide as high-quality education as universities in America and Europe.

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A culture mosaic and diverse language A wide range of disciplines from philosophy to physics, from medicine to music A high-quality research over a broad range of disciplinary and cross-disciplinary areas
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Where is the gap?

American students
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Asian Universities Provide high-quality education -As good as American and European universities -Students will choose Asia as the top destination
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Study aboard less Not aware of universities in Asia Not consider Asia to be one of the top destination

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How to change the conversation

First Step: Analyze the reasons why Americans students are not studying aboard in Asia

StudentPoll by American Council on Education & College Board

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How to change the conversation?

Second step Apply PIE to create BELIEVERS for Asian Higher Educational System

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Desired Outcome

Engage American students to different way

of achieving academic success

Validate an accurate quality of universities

in Asia as capable of producing well-equipped students

Connect American students with new

learning environments that will prepare them to make a difference in a globalised world full of opportunities.
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How to change the conversation?

1.

PROVOKE:

Call for studying aboard in Asia by proposing an idea that Asian universities will offer full-ride scholarships for Americans students.
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Pass the language exam Excellent academic results

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How to change the conversation

2. Invoke
Calling on a point of view that top universities in Asia are as good as the best universities
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Get ranked higher by the USNews ranking based on QS TopUniversities Work on : recruiting more international faculty, staff and students Challenge the USNews old ranking system lacks of students voices 4/22/12

How to change the conversation

USNews Ranking: QS TopUniversities Based on an international survey of 9,000 academics who assessed the institutions'
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research facility teaching quality ability to recruit staff and

students abroad.
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How to change the conversation

Challenge the USNews Ranking system
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Lack students voices Actual performance of faculty

4/22/12 Op-ed essays in US major newspapers to start a conversation

How to change the conversation

3. Evoke
Call to mind of American students by offering language program for high school students from their first years
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Prepare American students for a competitive future Study aboard opportunities

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How to change the conversation

Collaborate with high schools across America to offer language programs Using social networking to attract students

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Questions?

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