EDUCATION MARKET OF MIDDLE EAST, NORTH AFRICA & INDIA Education Malaysia – Dubai Dubai, United...

EDUCATION MARKET OF MIDDLE

EAST, NORTH AFRICA & INDIA

Education Malaysia – DubaiDubai, United Arab Emirates

CONTENTS

Introduction

Overview of our market

Market – Before, Now & Future

Challenges

Next Step - What we should do

Effective Promotion

Conclusion

Education is at the crossroads for the future of the Middle East

and North Africa (MENA). It plays a crucial role in promoting

economic growth, both at national and at household levels. It

reflects the aspirations of the people for a successful

integration into the global economy in an ever changing world.

According to World Bank (Report 2010), MENA has

accomplished great progress in the field of education during

past decade.

• Middle East is a goldmine and it is up to us to discover the deep

• Average income of the public very high this make them send their kids abroad for study

• People in this region look Malaysia as a example and prefer Malaysia to others

INTRODUCTION

CONTINUES…

• MENA region contributes 1/3 of total number of international students in Malaysia

• Above number will be increased to more than 50% when we target India and Central Asian Countries

• MENA’s education sector is the largest opportunity for any education provider, as oil-rich countries in the Gulf are investing heavily in primary and secondary level education.

• Huge number of the people are under 25 in MENA. They are tech savvy, erudite, ambitious and want to learn.

• This is easily one of the most important markets for promoting education. India on the other hand sends over 100,000 students abroad every single year.

Malaysian government is in its bid to make Malaysia the regional

education centre. The numerous policies introduced and

implemented by the government have to a large extent facilitated

the growth of the education sector in penetrating new markets, and

attracting and recruiting international students. As a result, the

number of students from MENA region opting for higher education in

Malaysia is expected to increase substantially. As of 2010, more than

35,000 students are already studying in Malaysia.

MENA & India comprises of over 20 countries, therefore there are

plenty of potential

Population accounted over 1,800 million (1.8 billion) in MENA and

India

Over 200,000 schools and over 100 million students and growing

In MENA, young people make up a much greater share of

population

Governments’ spending on education on the rise

Healthy GDP per capita especially in the Gulf Countries

MARKET OVERVIEW

Country Population

Students for Upper

Secondary Education

Students for Tertiary

Education

Qatar 629,800

26,668

52,595

Bahrain 730,500

34,056

53,061

Djibouti 820,600

50,827

74,479

Kuwait 2,014,100

109,091

197,842

Oman 3,100,300

166,265

264,043

Palestine 3,328,300

161,927

335,493

UAE 4,104,695

191,538

365,359

Lebanon 4,376,900

199,935

237,130

Jordan 5,612,200

233,622

555,826

Country Population

Students for Upper

Secondary Education

Students for Tertiary

Education

Libya 7,250,800

374,620

687,412

Tunisia 9,879,600

858,885

1,032,376

Syria 18,444,400

1,360,168

2,166,951

Yemen 22,605,400

1,488,251

2,130,286

Saudi Arabia 22,735,900

1,469,251

2,124,941

Iraq 26,298,900

1,892,569

2,761,107

Morocco 30,456,900

1,968,071

3,254,291

Algeria 33,577,500

2,262,784

3,714,825

Sudan 37,985,900

2,346,489

3,614,229

Iran 66,469,100

7,183,922

8,881,264

Egypt 69,296,000

4,818,382

7,836,441

Turkey 73,197,200

4,019,655

6,752,275

NOTE: Above statistics extracted from 2009’s World Bank report, this may differ from latest statistics on other Slides

Iran (Tehran, Mashhad, Esfahan, Shiraz & Bandar Abbas)

Iraq (Baghdad, Kurdistan, & Basra,)

Sudan (Khartoum & Port Sudan,)

Saudi Arabia (Eastern Part, Dammam & Al kobar)

Yemen

Gulf Countries (UAE, Bahrain, Oman, Kuwait)

India

IRAN & SAUDI ARABIA

Population 77.8 M

Population Growth 1.3%

GDP per Capita $ 11,558

Student for Pre-university

1,278,433

Population• Saudi Nationals : 20.2 M• Expatriates : 5.5 M

25.7 M

Population Growth 2.3%


Secondary students (2007)

1,013,000

Click for : More Info….

UNITED ARAB EMIRATES & BAHRAIN

Population• UAE Nationals 1.53 M (19%)• Expatriates 6.57 (81%)

8.1 M

Population Growth

2.5%

GDP per Capita $57,744

Population• Bahrainis 0.9 M (70 %)• Expatriates 0.3 M (30 %)

1.2 M

Population Growth

2 %



OMAN & SUDAN

Population• Omani - 2.4 M (80%)• Expatriates – 0.6 M (20%)

3.02 M

Population Growth

2.1 %


Population 42.3 M

Population Growth

2.2%



IRAQ & LIBYA

Population 30.7 M

Population Growth

2.3%


Population 6.6 M

Population Growth

2%

GDP per Capita $16,502


INDIA

Population 1.2 B

Population Growth

1.3 %


USA Australia UK Malaysia -

20,000

40,000

60,000

80,000

100,000

120,000 103,260

97,000

19,205

1,338

Indian Students

India has been a huge market for overseas education providers. More

than 100,000 students leave Indian shores annually to study at

universities abroad. This number expected to rise in coming years due

to many factors:

India needs 1,500 universities, compared with about 350 now

India needs to raise the enrollment numbers from 7 per cent (of the

population aged 18- 25) to developed country averages.

India’s recent legislation titled, the Foreign Educational Institutions

(Regulation of Entry and Operation) Bill 2010

Increasing number of collaborations or joint programs with foreign

institutions.

Enormous demand for quality education among India’s burgeoning

middle classes

India Continues……..

Click for More on India ……..

2003 2004 2005 2006 2007 2008 2009 20100

5000

10000

15000

20000

25000

30000

35000

40000

38314721

69718954

11405

20114

31430

34206

Actual Results from MENA Region

Then

2008 2009 2010 2011 2012 2013 2014 2015 20160

10000

20000

30000

40000

50000

60000

70000

6000055000

5000045000

3500030000

25000

Future Target for MENA

THREATS1. Establishment of educational free zones in the region2. Increasing competitor activities (UK, USA, Canada, Cyprus, China, India, etc.)3. Increasing bilateral agreement with competitors' governments 4. Study and work option provided by competitors

OUR WEAKNESS1. Application process takes long time (specially by public universities)2. Small quota for international students in public institutions 3. Very poor response from institutions (Specially public institutions)4. No proper coordination between institutions and Ministry of Immigration5. Limited number of institutions for PG programmes

Solution (5S+2EX)…….

HUGE POTENTIAL – BUT WITH CHALLENGES

Good Day:I am sorry I am

bothering you again but those people in XXX University are very slow with their

reply!!! but you Mashallah much

faster.-Kuwaiti Student-

I am writing to inform you that I

am withdrawing my application for

Bachelor of XXXXX engineering at XXX

University . As I indicated, I don’t like the way they

treat students from Africa. -Sudanese

Student-

I wish you can help me with this

university I tried calling and

emailing them but no answer from anyone

there.-UAE Parent-

I tried to contact the University by calling, faxing and emailing yet no one has been

answering . I just want to know the intake dates for

international students as it not

clear on the website. -Indian Student-

Quality of education here is not bad.

However, i want to complain about the

service of my department's admin staff. I experienced cases of lying, rude

attitude, and mistakes done on my particular

case. And the story seems to continue.

Some people just have no ethics and no

professionalism here, while because of this i

lost money, time, not to mention having a very

stressful times.

Complains from students…and parents

Recognition..Another Big Issue

No CountryGovernme

ntPrivate Total

1 Oman 21 21 42

2 UAE 21 19 40

3 Jordan 11 9 20

4 Syria 12 6 18

5 Kuwait 8 4 12

6 Palestine 9 4 11

Our Suggestions…….

After identifying the potential programmes and the markets of which

to promote them, the suggested approach in promotions would be to

conduct:Activities which are skewed towards parents – as they are the decision makers

Activities which bring a greater sense of assurance to the parents about Malaysia

Activities which portray the right image about MOHE, MQA, Institutions & Malaysia

EM Dubai places much attention on the approach as the above are the

critical success factors for promotion. Logically, large number of

students enrolling to these kinds of programmes are young, therefore

parents or guardians would like to make sure that we provide: • Quality Education• Good Facilities• Safety and Security• Value for Money

OUR APPROACH

Our institutions should approach the market differently.

Some of the differences that make our institutions

distinctive and that need to be incorporated in our

communication (marketing plan) should include:

Balancing teaching, research and service

Access to education and career preparation for

students

Our campuses alternative to campuses elsewhere

Integration of on-campus education and distance

education

Our faculties are well qualified, experienced and well

recognized in the market

Additional facilities provided for recreational activities

Career guidance and job placement

CONTINUES..

Partnership between institutions

o Faculty exchange programs

o Student exchange programs

o Joint research projects

o Professional development of faculties

o Knowledge transfer arrangements

Industry training to develop local capacity

o Staff training for big organizations

o Career development programs for private and public sector employees

Education reform projects

o Curriculum development

o Professional development of teachers, principals & administrators

Opportunities beyond student recruitment

Participate in strategic exhibitions and events

Increase marketing and PR activities in key markets

Organize student recruitment drives

Strengthen relationship with relevant ministries and government authorities

Strengthen relationship with key scholarship providers

Work closely with agents and partners Excha

nges

Media promo

Promo -

Alumni

Recruitment Drives

PR Activiti

es

Education

Fairs

Promo -

agents

Marketing

1. Marketing & Awareness

2. Recruitment

3. Continuous Support

Make aggressive Marketing and Awareness campaign in targeted markets

After step 1, conduct Student Recruitment Activities (You can use our office for this)

Make sure Int’l students are well taken care (This in turn brings more students)

No Activities

1. International Exhibitions

2. Solo events (Exhibitions, Road shows & Recruitment events)

3. Seminars

4. Ministry meetings & visits

5. Institution visit / meeting

6. Meeting with educational agents

7. Meeting with travel, media & other agents

8. Joint promotion with Malaysian agencies

Continues….

9. Assist our institutions in their promotion activities & collaborations

10.

Promotion through Alumni

11.

Market intelligent visits

12.

Media promotions

13.

Collaboration with private sector organizations

14.

Collaboration with Islamic Authorities

15.

Alumni activation

16.

Promotion through Education KIOSKs

17.

Other programmes / events

No Programme / Activity Time Frame / Date

1 Malaysia Education Road Show & Student Recruitment Drive Muscat, Oman

2 KuwaitEdu - Kuwait International Higher Education Exhibition

Kuwait City, Kuwait

3 EDU Damascus - Specialised Exhibition of Universities, & Institutes

Damascus, Syria

4 EDU Aleppo - Specialised Exhibition of Universities, & Institutes Aleppo, Syria

5 MEETES Jeddah – Middle East Education & Training Exhibition & Symposium

Jeddah, Saudi Arabia

6 EDUCARE Kuwait - Educare Exhibition 2011 Kuwait City, Kuwait

INTERNATIONAL EXHIBITIONS:

CONTINUES……


7IETEX Dammam – Saudi International Exhibition & Training Exhibition

Dammam, Saudi Arabia

8 Bahrain International Education Expo Manama, Bahrain

9 GETEX Dubai – Gulf Education & Training Exhibition Dubai, UAE

10 The International Exhibition & Conference on Higher Education Riyadh, KSA

11 GHEDEX Muscat - Gulf Higher Education Exhibition Muscat, Oman

12 EDU Damascus - Specialised Exhibition of Universities, & Institutes

Damascus, Syria


13 EDU Aleppo - Specialised Exhibition of Universities, & Institutes Aleppo, Syria

14 A2 Education TurkeyEducation Exhibition Turkey

Ankara & Istanbul

15 FORMA Education & Training EXPO Tunisia Tunis, Tunisia

16 Academia Egypt - International Exhibition on Education and Training Cairo, Egypt

17 Education and Training Exhibition Sharjah, UAE

18 NAJAH Abu Dhabi – Education, Training & Careers

Abu Dhabi, UAE

19 Education Libya Tripoli, Libya

CONTINUES……


20 GETEX Bahrain Autumn – Gulf Education & Training Autumn

Manama, Bahrain

21 GETEX Kuwait Autumn – Gulf Education & Training Autumn Kuwait

22 GETEX Dubai Autumn – Gulf Education & Training Autumn Dubai, UAE

23 A2 International Education FairCasablanca, Morocco

Casablanca, Morocco

24A2 Education Turkey - FallsIzmir, Istanbul, Ankara, Eskisehir, Kayseri, Antalya & Adana, Turkey

Turkey

CONTINUES……

SOLO EVENTS


1 Solo Education Exhibition - Oman May

2 Solo Education Exhibition – Saudi Arabia Jul

3 Solo Education Exhibition – Sudan Jul

4 Solo Education Exhibition – Libya Aug


1Newspaper advertisements on Pan-Arab

NewspapersJan – Dec

2Media Write-up in news papers and on

websites in the regionJan – Dec

3 KIOSKS in (Libya, Riyadh, Sudan & Palestine) Jan – Dec

4 Radio and TV interviews and advertisements Jan – Dec

5 Roadside Banner Advertisements Jan – Dec

6 SMS campaigns Jan – Dec

MEDIA CAMPAIGNS:

OTHER PROMOTIONAL EVENTS:

No Programme / ActivityTime

Frame / Date

1Joint Promotion With agents:(in Iran, Sudan, Saudi Arabia, Jordan, Libya, Etc.)

Jan – Dec

2Promotion with Malaysian Government Agencies(MATRADE, Tourism, MIDA, Etc.)

Throughout

3 Market Intelligent Visits Throughout

4 Interaction programmes (Alumni & Potential Students) Throughout

5Sponsored School Programmes in UAE and other Countries Throughout

We invite and encourage our institutions to:

• Join with us in International Exhibition

• Participate in Malaysia Solo exhibition organized by our office and Exhibition Organizers

• Take part in student recruitment activities

• Work with Education consultants and Alumni

• Join with us during our promotion through Newspaper and Magazine

• Use Malaysia Education Kiosk in Saudi Arabia to expose your institution

• Use our facilities to conduct interview, meeting students, meeting regional institutions, etc.

It is without doubt that the markets in the Middle East and India hold great and

enormous potential for our institutions. Apart from our Ministry’s effort, Education

Malaysia Dubai will continue in its efforts to promote the “Education Malaysia” brand

by:

Continuously working with local government and scholarship providers

Continuously researching information and requirements from each and every

market

Propose and right educational needs in the market

Embark on most efficient marketing campaigns

Continuously research and develop new educational products to be Introduced

Provide continuous streams of updated information to the MOHE and Malaysian

Institutions

The Middle East is a relationship-driven region, and despite

the prevalence of sponsorships, students actively engage

with agents, consultants and students representatives. For

that reason, we believe that the single most important step

an institution can take to recruit students is to build visibility

and develop a familiar profile. We therefore encourage our

institutions to be cognizant of developing a satisfying student

experience on campus. This, will create “school

ambassadors” who will return to the region and promote your

institution to anyone who will listen.

A little boy, after being shouted at by his mom. Sitting sadly, arm folded and pouting.

Dad asked : "What happened son?"

Kid : "Dad, I can't handle your wife anymore! I want my own wife!"

THANK YOU

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