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Competitive Analysis 2007 Update Competitive Analysis 2007 Update Prepared by Roseanne Sovka Educational Research and Planning Camosun College February 2007 Camosun Educational Market Analysis Summary 3 General Characteristics of the Camosun Educational Market Number of Institutions 4 Changes in the Postsecondary Educational Market 5 Post-Degree Credentials 5 Location of Institutions 6 Public or Private Institutions 7 Extent of Competition 8 More than One School 9 High Competition 10 Moderate Competition 19 Low Competition 20 Primarily with One School 20 Appendix A: Educational Providers, Level of Competition and School24 2 Summary By 2007, the growth of postsecondary institutions competing in the Victoria education market has slowed, with only 9 new institutions entering the greater Victoria educational market since 2005. Three quarters (73%) of the institutions included in this study were located in Victoria and almost all (86%) institutions were private providers. Less than a quarter (22%) offered post-degree credentials, such as advanced certificates and diplomas. A recent development in the postsecondary educational market is the posting of warnings by various Asian governments suggesting that their students avoid private educational providers in Canada. A quarter (23%) of the Camosun College competitors in 2007 offered a wide range of programming and, because of this, they deserve focussed attention. These institutions compete head-to-head with Camosun programs, sometimes with the same name and the same qualification offered. The most significant institutions in this group were: the University of Victoria, Sprott-Shaw Community College, Thompson Rivers University – Open Learning, Malaspina University College, Royal Roads University, CDI College of Business and Technology, and Academy of Learning. These postsecondary providers were very important competitors because of their size, location, breadth of programming, and similarity of programming. In addition, the private providers offer a number of delivery options such as online delivery, compressed delivery, evening and part-time delivery, and frequent intakes. The moderate competitors typically offered programs in a number of Camosun’s programming areas but they either do not offer the comprehensive suite of programs of the high competitors or they do not target the same section of the postsecondary education market. The broad postsecondary institutions rated as at a low level of competition with Camosun College were usually advertising in Victoria but did not have a local campus. Half (58%) of Camosun’s competitors were specialized providers, typically offering one program or a very narrow group of programs offered by one Camosun school. The School of Access faced competition from many private language schools. The School of Arts and Sciences had a number of competitors for its fine arts programs. The Culinary Arts program was the Trades and Technology confronting the most specialized competitors. Overall, Camosun College is challenged on all sides with small private providers offering specialized programs, large public and private providers offering very similar programming in a variety of formats, and institutions increasing the levels of programming offered, such as universities offering certificates and diplomas and vast continuing education programming. All of these factors make it more difficult for Camosun’s programs to capture the attention of prospective students. 3 Camosun Educational Market Analysis General Characteristics of the Camosun Educational Market Number of Institutions This study is an update of a competitive analysis conducted in 2005. In February 2007, all the postsecondary institutions competing in the Victoria education market were identified. Any institution that had a listing in the Victoria area telephone book, was listed by a Google search1, or was included in the previous analysis was considered to have some presence in the Victoria education market and was included in the study. Of the 100 institutions identified in 2007, 69 institutions had previously been identified in the 2005 competitive analysis, 9 were new postsecondary institutions, 14 institutions were no longer operating2, and 8 were no longer in the scope of the analysis3. Camosun Eduational Landscape 2005 compared with 2007 80% 60% 40% 20% 0% Continuing New Dead No longer in scope 2005 2007 1 Search terms used included: “education Victoria BC”, “college Victoria BC”, and “post- secondary education Victoria BC”. 2 The postsecondary institutions no longer operating in Victoria in 2007 were: Bonistar Training and Human Resource Management, Canadian College for Chinese Studies, Canadian College of Film and Acting, Canadian Family Resource Institute/Career College, Canadian Pacific College International Ltd., CompuCollege, Computer Master Institute of Technology, CTI Counsellor Training Institute of Canada, Global Teach English Overseas College, the Longevity Centre, Melcomp Technical Institute, P B S C Computer Training Centre, Pacific Learning Connection, and Slipstream Adventures Ltd. 3 The institutions no longer in scope of the analysis included institutions that had ceased to operate in Victoria (such as closing the Victoria office of a chain), or were not primarily postsecondary institutions. These included: Ahead Institute of Technology Ltd., Applied Technology Training, CPR Society, Granton Institute of Technology, iTi Information Technology Institute, Priority 1 Computer Service, Vancouver Career College, and the Writing School (also called Winghill Writing School). 4 In the last two years, the increase in new postsecondary training providers has slowed, with only nine new institutions (9%) entering the greater Victoria postsecondary educational market between 2005 and 2007. Only continuing and new postsecondary providers will be included in the rest of this analysis. Changes in the Postsecondary Educational Market In December 2006, the Chinese government issued a warning to its citizens to avoid private postsecondary educational institutions in Canada because of a number of problems encountered by Chinese students, such as private providers offering degrees from unaccredited universities4. The Korean government has also issued a similar warning to its citizens in the fall of 2006. Camosun currently has about 500 international students. For the 2006 Winter session, 36% of Camosun’s international students were from China and 11% were from Korea. Other large groups of international students came from Japan (21%), Taiwan (9%), and Hong Kong (6%). For the 2005/06 year, there were over 11,000 international students enrolled in data warehouse institutions in British Columbia5. There are many private language schools in Victoria and it will be interesting to see if Camosun and other public providers experience a rise in international students from China and Korea in the next five years. At the moment, the current situation is a clear opportunity for Camosun to differentiate itself as a reputable institution offering legitimate credentials. Post-Degree Credentials A new characteristic included in the 2007 analysis is whether an institution offers any post-degree credentials, such as advanced certificates, advanced diplomas, or graduate degrees. Less than a quarter (22%) of the currently operating postsecondary institutions in the greater Victoria educational market offered post-degree credentials. The institutions that did offer post-degree credentials were more likely to be public institutions,6 institutions that compete with a broad range of Camosun’s programs,7 and institutions rated as highly competitive with Camosun College8. The postsecondary institutions that offer post-degree credentials were: Athabasca University, BC School of Art Therapy, British Columbia Institute of Technology, Dubrulle International Culinary & Hotel Institute, Emily Carr Institute of Art & Design, Justice Institute of BC, Le Cordon Bleu Paris Cooking 4 See Vancouver Sun, 9 January 2007, http://www.canada.com/topics/news/world/story.html?id=ad9f078b-90e2-4f56-a961- efdc0028a172&k=31797, Ottawa Citizen, 18 January 2007, http://www.canada.com/ottawacitizen/story.html?id=a1b5a501-a419-45da-9c5c- 0681f54339f0&k=0, or Federation of Post-Secondary Educators of BC, 15 January 2007, http://www.fpse.ca/prescomment/070115prescmnt. The key institution in BC is Kingston College which was ordered to close in October 2006. 5 See http://www.aved.gov.bc.ca/datawarehouse/nov06/headcount-totals.pdf. 6 Cramer’s V = .499 and p < .01. 7 Cramer’s V = .280 and p < .01. 8 Cramer’s V = .307 and p < .01. 5 School, Malaspina University College, Okanagan Valley College of Massage Therapy Ltd, Pan Pacific International English College, Royal Roads University, Sprott-Shaw Community College, Thompson Rivers University - Open Learning, University of Phoenix, University of Victoria, Victoria College of Art, and West Coast College of Massage Therapy. Location of Institutions In 2007, about three quarters (73%) of the postsecondary institutions with a presence in the Camosun educational market were located in Greater Victoria, 5% were located elsewhere on Vancouver Island, 15% were located in the Lower Mainland, and 6% were located either elsewhere in BC or even further away. Location 80 60 40 Percent 20 0 Greater Victoria Lower Mainland Rest of BC and Vancouver Island (CRD) Beyond In 2005, the distribution was very similar with 73% located in Greater Victoria, 5% on Vancouver Island, 14% in the Lower Mainland, and 8% either in the rest of BC or beyond. 6 Public
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