Italian Yimu Media - Research on Demand for Art and Design Student Abroad Study in Italy
Company overview
Italian Yimu Media Co., Ltd. was established in 2016, with its headquarters in Milan, Italy. Its affiliated ITALYSKY EDUCATION Education Center provides high-quality Italian language training services to Chinese employees of Chinese enterprises operating in Italy and to Italian students. As cultural and educational exchanges between China and Italy have deepened, the company established its domestic office, IMU COMMUNICATION SRL, in Shanghai, China in 2020, expanding its service reach. The office now focuses on providing professional bilateral Chinese-Italian consulting services to Chinese students and corporate clients considering studying in Italy. Its service offerings include language training, study-abroad applications, major planning, and cultural adaptation, aiming to build an efficient and professional bridge between Chinese and Italian education and information systems.
Research background
Under the global pandemic in 2020, the international education and study-abroad market experienced significant disruption, with delayed student travel plans and increased policy uncertainty, leading to a generally low level of market confidence. For IMU, which had recently established its domestic office, gaining a precise understanding of the real needs of Chinese students—particularly those in the arts field—considering studying in Italy became essential for shaping service strategies and expanding market presence. Facing dual pressures of evolving student demand and cost control, the company urgently needed professional market research to understand current market conditions, identify key pain points in service delivery, and determine the most influential factors in the student's study-abroad decision-making process, providing actionable insights for optimizing its business operations and focusing service offerings.
Research scope
In April 2020, CEIDEA Research was commissioned by IMU COMMUNICATION SRL to conduct a targeted survey among Chinese students pursuing arts-related studies with intentions to study in Italy. The survey targeted potential applicants, current students, and their parents from key arts institutions, collecting data through a combination of online questionnaires and in-depth interviews. The research explored key topics including the formation mechanisms of students' study-abroad intentions, preferences in field selection, language training needs, major challenges encountered during the application process, expectations of study-abroad service providers, concerns and adaptive strategies during the pandemic, and the level of acceptance and trust in emerging service formats such as online consultations, remote courses, and revised university admission policies. These findings will serve as a foundation for future digital transformation and product development.
Expected outcomes
This research will help IMU systematically map the decision-making pathways and key service needs of Chinese art students planning to study in Italy, identify core pain points that affect user experience and decision efficiency, and provide actionable recommendations to enhance service alignment while maintaining cost control. The findings will guide IMU in refining course design, optimizing its consulting framework, and improving market communication strategies, thereby reinforcing its professional brand image in the Chinese-Italian study-abroad sector. Additionally, the research will identify high-potential student segments and sustainable partnership channels, providing a solid data foundation and strategic direction to support the company's steady business expansion and the development of differentiated competitive advantages amid the ongoing pandemic impact.
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