This is a best prospect industry sector for this country. Includes a market overview and trade data.
Population: 43.7 million (July 2021 est.)
GDP (Purchasing Power Parity): $516.7 billion (2020 est., in 2017 dollars)
Currency: Ukrainian hryvnia
Language: Ukrainian (official)
UNESCO Student Mobility Number
Ukraine has 77,586 students studying abroad according to UNESCO.
CIA World Factbook:
25% of Ukraine’s population is under 25 years old.
With nearly 5.7 million students in a country the size of Texas, Ukraine is among the largest and most talented international student markets in Europe. According to UNESCO, Ukraine has an adult literacy rate of 99.97%.
Despite its track record in producing talented, literate students, over the last twenty years Ukraine’s educational system has suffered, which in turn has caused increasing numbers of students to look for study abroad programs. According to UNESCO, the number of Ukrainian international students has tripled since 2009 and reached 77,586 in 2019 with an outbound mobility ratio of 4.8 percent. The most attractive countries to study are Poland, Russia, Germany, Slovakia, Czech Republic, and the United States.
It is important to mention that Ukrainians dominate the international population in Poland, more than half of all international students. The reasons for that are the lower cost and having a diploma that is valid in the whole EU.
Education reform introduced in 2014 holds significant promise for a fundamental transformation of the sector. The new laws adopted in recent years – for Higher Education in 2014, for Research and Scientific Activity in 2015, and the “Law on Education” in 2017 represent a major shift towards democracy and decentralization of the education system in Ukraine and lead to its further harmonization and integration with European norms and standards.
Higher Education: According to the most recent Open Doors Report by the Institute of International Education, 1,739 Ukrainian students went to the U.S. to study in 2020-21 which is 8.4 percent less than the previous year. The reason for that was the effects of the Covid-19 pandemic. 50 percent of Ukrainians studying in the U.S. pursue bachelor’s degrees, 30 percent enroll in graduate programs, 16 percent take Optional Practical Training, and 4 percent go for non-degree programs. Due to a limited number of high-quality business education programs in Ukraine, business administration is the number one field of study for Ukrainian international students followed by engineering/computer science, law, intensive English, and languages.
Sub-Sector Best Prospects
- Higher Education
- Secondary Education
There are many recruiting agents in Ukraine and numerous small agencies dominate the market. Most agents concentrate their efforts on serving students who plan to use their parent’s income or personal savings to pay for their education.
The most popular destinations for prospective students looking for high quality education are Germany followed by the U.S., Canada, and the U.K. When selecting a country, Ukrainians base their decisions on a country’s reputation for helping a student with career preparation and the strength of a country’s overall education system. When comparing schools, prospective students consider first the quality and then the cost of tuition.
Even though cost is a major obstacle for Ukrainians to study in the U.S., nearly all agents report that they currently partner with U.S. schools in recruiting students. Most of them are currently satisfied with the support they receive from the U.S. institutions.
DIGITAL MARKETING STRATEGIES
Before the pandemic, foreign educational institutions used to organize seminars, participate in education fairs, and arrange partner workshops to recruit Ukrainian students. Today, many events have been shifted to the virtual space, but face to face communication is still essential to develop partnerships in Ukraine. Local agents are open to speaking with institution representatives online. Skype and Zoom are the most used platforms for communication while Facebook, Instagram, and YouTube are the best choices for promotional purposes.
There are no educational trade events on a national level in Ukraine. The educational companies organize their own fairs and invite international schools to participate. The most popular events are:
- DEC Study Abroad Fair
- Study UA Fair
- EducationUSA fair – October/November 2022 (TBD)
- U.S. Commercial Service – Ukraine: https://www.trade.gov/ukraine
- U.S. & Foreign Commercial Service Global Education Team: https://www.trade.gov/education-industry
- Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services
- Ministry of Education and Science of Ukraine: https://mon.gov.ua/eng
- American Councils Kyiv: https://educationusa.state.gov/centers/american-councils-kyiv
- America House Kyiv: http://www.americahousekyiv.org/
U.S. COMMERCIAL SERVICE CONTACT
Yulia Myronenko, Commercial Specialist
U.S. Commercial Service – Kyiv, Ukraine