ELT in the Gulf States Alison Devine Regional Manager Education UK Middle East.
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Transcript of ELT in the Gulf States Alison Devine Regional Manager Education UK Middle East.
ELT in the Gulf States
Alison Devine
Regional Manager
Education UK
Middle East
Agenda
• Gulf States overview
• Gulf students and UK ELT – the figures
• The competition – US
• The competition – Australia
• Cultural points
• Impact of the ‘financial crisis’
• Promoting your institution
• Local ELT markets
• British Council objectives and strategies
• British Council Education UK staff in the region
The Gulf States
Populations of the Gulf States
Country Total population
(July 2008 estimate) Nationals Non-nationals
Saudi Arabia 28,686,633 23,110,557 (81%) 5,576,076 (19%)
UAE 4,621,399 1,016,708 (22%) 3,604,691 (78%)
Oman 3,311,640 2,734,347 (83%) 577,293 (17%)
Kuwait 2,596,799 1,305,445 (50%) 1,291,354 (50%)
Qatar 833,285 333,314 (40%) 499,971 (60%)
Bahrain 718,306 483,198 (67%) 235,108 (33%)
Total 40,768,062 28,983,569 (71%) 11,784,493 (29%)
Source: www.indexmundi.com
Note: youthful population – over 50% below 24yrs
Need for English language
• Arabisation e.g. Emiratisation, Kuwaitisation – born of a concern about increasing unemployment among local nationals and the Gulf’s reliance on foreigners to provide services
• Serious initiatives afoot to involve larger numbers of the local population in all areas of the economy
• English language is recognised as key to working in a globalised world and as a lingua franca for international access and dialogue
• Graduates from local Arabic secondary school generally have very low levels of English and ELT comprises a large % of local foundation courses for entry into tertiary education
Need for English language
• Ministries of Education and Education Councils across the Gulf are acutely aware of the problem and aiming to reform their education systems from kindergarten level upwards
• In the meanwhile, many send groups of students overseas for summer schools e.g. UAE’s Abu Dhabi Education Council, or for longer ELT programmes e.g. Saudi Arabia’s King Abdulla Scholarship Programme (KASP)
• Cambridge ESOL reported 15,000-20,000 examinations in the Gulf in 2008 which included YLE, KET, BEC, BULATS, TKT and CELTA
• Cambridge ESOL and IELTS numbers (around 50,000) are increasing each year as there is a need for using externally assessed examinations which are internationally benchmarked
Gulf students and UK ELT
Source: English UK (2009)
All 6 Gulf States - Total Study Weeks UK 2006-08
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
2006(Core Group 75
Members)
2007(Core Group 75
Members)
2008(Core Group 94
Members)
Gulf States Total
Saudi students and UK ELT
Saudi Arabia - Total Study Weeks in UK 2006-08
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
2006(Core Group 75
Members)
2007(Core Group 75
Members)
2008(Core Group 94
Members)
Saudi Arabia
Source: English UK (2009)
Gulf students and UK ELT
Other Gulf States - Total Study Weeks in UK 2006-08
0
2,000
4,000
6,000
8,000
10,000
12,000
2006(Core Group 75
Members)
2007(Core Group 75
Members)
2008(Core Group 94
Members)
Bahrain
Kuwait
Oman
Qatar
UAE
Source: English UK (2009)
Summary student weeks
Source: English UK (2009)
Gulf States2006(75
members)
2007(75
members)
2008(94
members)
% change 2008
Bahrain 261 144 317 120%Kuwait 1,136 1,197 1,831 53%Oman 1,862 1,973 2,329 18%Qatar 2,488 1,896 4,597 142%Saudi Arabia 17,447 22,537 68,827 205%UAE 3,810 3,918 10,017 156%
Total 27,004 31,665 87,918 178%
Market share
2006 2007 2008
Saudi Arabia 3.57 4.59 8.68
UAE 0.78 0.80 1.27
Qatar 0.51 0.39 0.58
Oman 0.38 0.40 0.34
Kuwait 0.23 0.24 0.23
Bahrain 0.05 0.03 0.04
Total 5.53 6.44 11.14
% of Total Student Weeks (Market share)
Source: English UK (2009)
Detailed country breakdowns 2008
1 2 3 4 5 6 7 8 9 10
CommNon-
CommSub Total
Adult JuniorSub Total
General English
Bus & Prof
English Plus
Other ESP
One-to-One
Total Student Weeks
Bahrain 105 212 317 276 41 317 282 8 0 25 2 317 0.04
Kuwait 967 864 1,831 1,650 181 1,831 1,742 11 0 67 11 1,831 0.23
Oman 1,879 450 2,329 2,247 82 2,329 2,583 11 14 98 1 2,329 0.34
Qatar 2,661 1,936 4,597 3,990 607 4,597 4,138 144 150 71 108 4,597 0.58
Saudi Arabia 46,488 22,339 68,827 67,021 1,806 68,827 66,096 228 297 1,551 277 68,827 8.68
UAE 8,085 1,932 10,017 9,712 305 10,017 9,500 2 20 435 30 10,017 1.27
Total 60,185 27,733 87,918 84,896 3,022 87,918 84,341 404 481 2,247 429 87,918 11.14
Core Group 2008 (January to December) - 94 members
GULF STATES
% Total Student Weeks (Market share)
Source: English UK (2009)
Detailed country breakdowns 2007
1 2 3 4 5 6 7 8 9 10
CommNon-
CommSub Total
Adult JuniorSub Total
General English
Bus & Prof
English Plus
Other ESP
One-to-One
Total Student Weeks
Bahrain 125 19 144 137 7 144 93 0 0 46 5 144 0.03
Kuwait 831 366 1,197 1,087 110 1,197 1,171 8 2 3 13 1,197 0.24
Oman 1,810 163 1,973 1,955 18 1,973 1,869 28 0 76 0 1,973 0.40
Qatar 1,315 581 1,896 1,752 144 1,896 1,835 15 25 21 0 1,896 0.39
Saudi Arabia 15,167 7,370 22,537 21,767 770 22,537 21,173 318 80 878 88 22,537 4.59
UAE 3,402 516 3,918 3,733 185 3,918 3,330 309 32 243 4 3,918 0.80
Total 22,650 9,015 31,665 30,431 1,234 31,665 29,471 678 139 1,267 110 31,665 6.44
Core Group 2007 (January to December) - 75 members
GULF STATES
% Total Student Weeks (Market share)
Source: English UK (2009)
Detailed country breakdowns 2006
1 2 3 4 5 6 7 8 9 10
CommNon-
CommSub Total
Adult JuniorSub Total
General English
Bus & Prof
English Plus
Other ESP
One-to-One
Total Student Weeks
Bahrain 175 86 261 250 11 261 217 12 0 32 0 261 0.05
Kuwait 900 236 1,136 1,018 118 1,136 1,104 5 5 22 0 1,136 0.23
Oman 1,716 146 1,862 1,791 71 1,862 1,707 103 20 30 2 1,862 0.38
Qatar 1,408 1,080 2,488 2,297 191 2,488 2,284 43 10 30 121 2,488 0.51
Saudi Arabia 10,639 6,808 17,447 16,673 774 17,447 16,511 246 95 494 101 17,447 3.57
UAE 3,274 536 3,810 3,735 75 3,810 3,444 245 20 90 11 3,810 0.78
Total 18,113 8,891 27,004 25,764 1,240 27,004 25,267 654 150 698 235 27,004 5.53
GULF STATES
% Total Student Weeks (Market share)
Core Group 2006 (January to December) - 75 members
Source: English UK (2009)
The competition - US
Gulf student weeks in US intensive ELT programmes 2002-2007
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
2002 2003 2004 2005 2006 2007
Gulf States Total
Source: Institute of International Education (IIE)
The competition - US
Gulf students in US intensive ELT programmes 2002-2007
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
2002 2003 2004 2005 2006 2007
Gulf States Total
Source: Institute of International Education (IIE)
The competition - US
Saudi Arabia student weeks in US intensive ELT programmes 2002-2007
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
2002 2003 2004 2005 2006 2007
Saudi Arabia
Source: Institute of International Education (IIE)
The competition - US
Saudi Arabia students in US intensive ELT programmes 2002-2007
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
2002 2003 2004 2005 2006 2007
Saudi Arabia
Source: Institute of International Education (IIE)
The competition - US
Gulf student weeks in US intensive ELT programmes 2002-2007
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2002 2003 2004 2005 2006 2007
Bahrain
Kuwait
Oman
Qatar
UAE
Source: Institute of International Education (IIE)
The competition - US
Gulf students in US intensive ELT programmes 2002-2007
0
50
100
150
200
250
2002 2003 2004 2005 2006 2007
Bahrain
Kuwait
Oman
Qatar
UAE
Source: Institute of International Education (IIE)
The competition - Australia
Australian ELT - ELICOS and Gulf Total 2002-2008
0
1,000
2,000
3,000
4,000
5,000
6,000
2002 2003 2004 2005 2006 2007 2008
Total Gulf Enrolments
Total Gulf Commencements
Source: Australian Education International (AEI)
The competition - Australia
Australian ELT - ELICOS and Saudi Arabia 2002-2008
0
1,000
2,000
3,000
4,000
5,000
6,000
2002 2003 2004 2005 2006 2007 2008
Saudi Arabia Enrolments
Saudi ArabiaCommencements
Source: Australian Education International (AEI)
The competition - Australia
Australian ELT - ELICOS Enrolments 2002-2008
0
50
100
150
200
250
300
350
400
450
500
2002 2003 2004 2005 2006 2007 2008
Bahrain
Kuwait
Oman
Qatar
UAE
Source: Australian Education International (AEI)
The competition - Australia
Australian ELT - ELICOS Commencements 2002-2008
0
50
100
150
200
250
300
350
2002 2003 2004 2005 2006 2007 2008
Bahrain
Kuwait
Oman
Qatar
UAE
Source: Australian Education International (AEI)
6 month student visa applications
6 Month Student Visa Applications 2006-2008
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Bahrain Kuwait Oman Qatar Saudi Arabia UAE
2006
2007
2008
Source: UK Border Agency
6 month student visas issued
6 Month Student Visas Issued 2006-2008
0
500
1,000
1,500
2,000
2,500
3,000
Bahrain Kuwait Oman Qatar Saudi Arabia UAE
2006
2007
2008
Source: UK Border Agency
Cultural concerns
• Brief host families to better understand Middle Eastern students e.g.• basics of Islam
• prayer times and the importance of prayer – particularly on a Friday
• location of nearest mosques
• halal food – prepare a list of local halal shops and restaurants
• alcohol – actually offensive to many Muslims
• pork – particularly offensive
• dogs – touching a dog is considered by many Muslims to be ‘haram’
• modest dressing
• hygiene (lack of bidets or ‘hoses’)
• very few will have ever used public transport
• some have limited experience of managing themselves e.g. waking up in a morning
Manage expectations
• Manage student expectations beforehand about the standard of UK accommodation• many students will be coming from well-off families and live in luxurious,
modern, spacious villas
• Gulf students are used to high levels of hygiene – many perceive UK bathrooms as ‘dirty’ – perhaps warn about lack of bidets/hoses
• Be prepared to deal with fears and concerns about safety in the light of the Hastings incident last summer and give honest, appropriate advice
Characteristics of learners from the Gulf
• Not used to independent study and critical thinking – rote learning; study skills support may be helpful
• Want the fastest route to achieve certificates
• Expect a significant social element – trips and visits
• Enjoy shopping!
Impact of the ‘financial crisis’
• On the one hand, the recent 30% devaluation of the £ makes a UK education even more attractive (all Gulf currencies besides Kuwait’s are pegged to the US dollar)
• On the other hand, Gulf nationals too have been hit by the crisis and may have less disposable income
• While the full impact of the crisis on the Gulf is not entirely known, it is generally perceived that the region will fare ‘least badly’ in the context of the world economy
Promoting your institution
• Prestige & branding – Gulf students are extremely brand conscious
• ‘Home of the English language’
• Affordable – price sensitivity
• Accessible – visas, entry routes
• Welcoming e.g. picture of local mosque and halal restaurant
• Promotional material in Arabic & sensitive to Islamic culture
• Shout about your strengths & achievements
Promoting your institution
• Agents
• Exhibitions
• ‘Alumni’ – leverage
• Speakers at Gulf ELT conferences
• Research cooperation
• Problems with visiting local schools
Importance of personal relationships in the Gulf
• Relationship building is critical in the Gulf
• Visit major sponsors, for instance the armed forces and the police, who send a lot of students to the UK to study English
• Investigate opportunities to work with firms in the private sector on business English courses
• Keep agents up to date with developments at your institution, especially success stories of students they sent
• Visit the cultural attachés in London
• What sets you apart from other ELT providers?
Local ELT markets – Saudi Arabia
• Broadly, the private ELT market is underdeveloped
• Berlitz, Wall Street, ELS and Direct English present
• Big foundation year programmes at universities a real growth area – offer opportunities for potential UK/Saudi partnerships
• Massive demand for teacher training, especially CELTA, as most of these universities ask for it
• Nobody is offering CELTA in the Kingdom, apart from British Council’s annual course to women only in Jeddah
• “I would say the market here is wide open”
Local ELT markets – UAE
• International House – mainly Teacher Training and CELTA options
• Inlingua, Berlitz
• Several small language schools
• Offer a range of services including training in languages, management skills, soft skills and IT
• Large foundation year programmes at universities and Higher Colleges of Technology
• High demand for IELTS
Local ELT markets – Qatar
• Growing demand - all 6 colleges/universities in Education City require IELTS 6 to enter programmes or at least 4 to join the bridging (foundation) year
• Demand for ELT is met mainly by universities and colleges (College of the North Atlantic in Qatar in particular)
• A few local private centres, but they do not satisfy a large % of the demand – Bell, CNAQ, ELS, CHN, Expression, Academic Bridge, Berlitz, Language Training Institute
• Increasing demand from schools for teacher training and language training for staff and students
Local ELT markets – Bahrain
• Berlitz, American Cultural Centre, Dar Al Ma’arafa
• The market for adult, young learner, corporate and IELTS courses is growing
• English language competence is a key skill for university entrance and employment
British Council objectives and strategies
• To increase awareness of the Education UK brand and UK educational offerings to target groups and the wider general public and increase the number of ME-domiciled students studying ELT in the UK by 10% year on year through:
• more outreach work into schools, colleges and various institutions across the ME
• more extensive use of media & PR, e-newsletters and identity/brand profiling
• specific campaigns focusing on English Language
• proactively working with, training and supporting Education agents, Careers’ Officers & School Counsellors across the Middle East
• cultivating closer relationships with Scholarship Agencies
British Council objectives and strategies
• Establish Middle East education collaboration priorities at governmental and institutional level and devise mechanisms for bringing ME and UK key players together
• Secure the UK’s position as a leader in international education via various regional projects e.g.• English for the future
• Quality Assurance in higher education
• Research capacity building
• Skills for employability
British Council Education UK staff in the region
Bahrain Ms Maryam Abdulla [email protected]
Kuwait Mr Rafat AbuTaleb [email protected]
Oman Zainab Al Barwani [email protected]
Qatar Ms Rana El Adaoui [email protected]
Saudi Arabia Mr Mahmoud Mouselli [email protected]
UAE Mr Tim Carnley [email protected]
UAE Ms Alison Devine [email protected]