B. Why do universities use agents?
Today, thousands of universities in many countries of the world are trying to attract international students. One of the key criteria for university ranking is related to the degree of internationalization of the university. It is generally agreed that a university population mixed with international students and teachers offers a superior educational experience. Because most universities use agents, a decision not to use agents severely reduces the opportunities of the university to recruit international students.
C. The services of agents typically cost about 10 percent of the first year tuition and fees of foreign students. What services and benefits do education consultants offer that warrant this fee?
Consultants act as representatives of the university, as communicators to the local population, about the merits and services offered by the university. Typically they represent more than one university; sometimes, they might represent hundreds of universities. So they also act as a university education information clearinghouse. Usually they have relationships with local high schools, vocational schools, and universities. They act as introducers of foreign universities to local school administrators, helping to create and maintain working relationships with local educators.
Consultant services are cost effective. For a university to set up a marketing communications program in many cities, in many countries is cost prohibitive. Using advertising or just attending education fairs is not enough to convince potential students of the value of studying at PNRU. Using consultants gives PNRU the opportunity to charge higher tuition fees for international students because of consultant communications efforts, and more than might be possible through university to university exchange programs. The net financial benefits to the University can be expected to be in the millions of baht per year.
Parents and students are looking for assurance that the university they select will fulfill the promises they make. Local consultants communicate that promise, and offer the parents and students a sense of confidence that the student will be cared for.
Consultants give universities credibility, and help build the reputation of the university. Parents and students rely on the advice of consultants. In China, for example, more than 60 percent of students use an agent in deciding which international university to attend.