Missed opportunities
Mar 18, 2010
Vietnam is rapidly becoming a middle income country. Huge value is put on education and many students wish to continue higher education abroad. The enormous unmet demand for education services - in terms of both quantity and quality - has created a sustained demand for quality education abroad. Unfortunately The Netherlands often not considered as a place of study, students prefer to go elsewhere. What are the Dutch weaknesses and what can The Netherlands do to attract more Vietnamese students?
The main demand in Vietnam comes from school-leavers seeking entry to higher education. Currently, Australia and the U.S. lead the list of the most popular English speaking countries receiving Vietnamese students, followed by the UK. These countries have achieved their market position through a more active and long-termed promotion of their countries in general, and of their educational programs in particular. Currently, most excellent students will not choose the Netherlands as a study destination. Nine out of ten students will go to the U.S. The Netherlands should focus on students who are just a level below ‘excellent’ and provide them with partial funding. Vietnam has more good students than those who are excellent. The second scholarship would be financed on a fifty-fifty basis by the Netherlands and Vietnamese government.
Our competitors in the Asia Pacific region offer several distinct advantages, including proximate location, lower tuition costs, and the possibility of remaining in-country to seek jobs after graduation. Although the Netherlands has been increasing its promotional activities in Vietnam, compared to its competitors, the Dutch position in the market is still weak and is further constrained by high tuition fees and far from transparent bureaucratic application procedures. Furthermore, Dutch education has never advertised a clear image of itself to Vietnamese student’s. As globalization creates more opportunities for Vietnamese students to study elsewhere, it is critical that the Netherlands and Dutch institutes continue to engage in the active promotion of the country and its education service in order to remain competitive.
Vietnam is not primarily a short-term profit-generating market. Given the strong competition among different providers, a set of sound marketing strategies is needed to respond to the inevitable maturation of markets. For Dutch stakeholders to succeed, it is essential to adopt a proactive attitude and mindset that is geared towards long-term interest and returns; maintain sustained communications with local partners, even if there are no new developments; to invest and spend money; to choose suitable local partners; and to establish lasting networks at various levels and sectors in the country. Negotiations and cooperative ventures should be undertaken with an egalitarian mindset and respectful attitude towards the local partners. Lastly, the Netherlands should present itself as a ‘gateway to Europe’, with Dutch education providing access to the rest of Europe. Conversely, the Netherlands should be aware of and cater to Vietnam’s regional interests.
We often express the desire to attract high quality students. The reality is that often top quality students prefer to go to renowned institutions in the US, UK or Australia, even if they had considered the Netherlands as a first option for a study destination. That does not mean that we cannot attract talented students. It takes more effort in the form of attractive and accessible scholarships, concerted promotion efforts, transparent PhD possibilities, and more funding.
All sectors stand to benefit from relations with the Netherlands or could do with support from the Netherlands. It may seem superfluous at the start, but it is important that we align Dutch investment and activities with the key sectors of Dutch expertise and with the strategy and the decisions set out by the Vietnamese central government. Currently, the Dutch approach in Vietnam is still too fragmented and lacks focus. In order to have an impact in the country, it is critical that the various Dutch stakeholders that the Netherlands make a concerted and combined effort. For instance, when Dutch representatives based in Vietnam visit a province, it is important that they meet not only with businesses in those areas, or limit discussions to business related issues. Education should always be part of such meetings. Local representatives of universities, such as rectors, directors and preferably Dutch alumni working at those institutes should be included in such meetings. This is a strategy used by our friendly competitors and has clearly proven to be effective in helping them establish a position for themselves in the field of education as well as business in the country.
Dutch interests and opportunities in the business and education sectors are mutually related; the current condition and development potential of one sector has a direct bearing on that of the other. A more transparent, open and communicative relationship between the various Dutch stakeholders in Vietnam – be they in the business, education, government or non-government sectors – is clearly beneficial not only for the different stakeholders involved, but also goes a long way in improving Dutch visibility and future role in the country’s socio-economic development. There are several ways to go about strengthening our position in Vietnam. We need to work both on a ministerial level and on an institutional level. In addition, as indicated above, we need a concerted effort between the Embassy, the Consulate, the various Dutch ministries, the autonomous Dutch institutions and Nuffic including its local office.
A concerted effort to advertise the Dutch education market is needed. Nuffic Neso can prepare documentation for visits including strategic information on the field of education or simply a list of alumni. It can organize alumni to meet the Dutch delegation or may even travel along to join meetings. The results will be that boards of local universities during their bi-annual sessions will be informed directly and indirectly by their stakeholders about Dutch presence in the province and Dutch strengths in both business and education.
For the complete report please contact mstokhof@nesovietnam.org