Emerging markets key to Australia's international enrolment goals
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ANZA Workshop 2014 Quentin Stevenson-Perks International Education Division Austrade
description
Australia has ambitious goals for international enrolment growth and aims to host as many as 660,000 students by 2020 - an increase of roughly 117,000 students, or 30%, over 2012 levels. In an article on icefmonitor.com, we review new statistics and strategies as outlined by the Australian Trade Commission (Austrade), which will enable the country to meet its longer-term targets. Austrade's Assistant General Manager in the International Education Division, Quentin Stevenson-Perks, reveals that the Middle East, Sub-Saharan Africa, South Asia, and Latin America all show strong potential growth for Australian providers over the next ten years. Read more here: http://bit.ly/1zdgTeN. The slides presented here are from Mr Stevenson-Perks' presentation given at the 2014 ICEF Australia New Zealand Agent Workshop held in Sydney. He discussed the Framework for International Marketing and Promotion of Australian Education and Training, which guides all of Austrade's education promotion work, including agent engagement. The role of the Future Unlimited brand is also covered, as well as recent trends in international student numbers. For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for free daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.
Transcript of Emerging markets key to Australia's international enrolment goals
ANZA Workshop 2014Quentin Stevenson-PerksInternational Education DivisionAustrade
AUSTRADE
Austrade World
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3+5 = Framework for International Marketing and
Promotion
Austrade has three strategic objectives.
To contribute to:
1. the growth of demand for Australian education;
2. the repositioning of Australia as provider of high quality education services to international students; and
3. the building of a sustainable Australian international education sector.
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Five Key Priorities for Austrade
1. Improving perceptions of Australia’s international education through measures such as the Future Unlimited brand for Australia’s international education sector and an effective media strategy.
2. Identification and qualification of opportunities for Australian international education providers, including cross-industry and transnational education opportunities, especially in Asia and other growth and emerging markets.
3. Executing an effective engagement strategy with offshore education agents.
4. Delivering high quality and timely market research, intelligence and services to Australia’s international education sector.
5. Engaging effectively with stakeholders (key government and non-government organisations and individual institutions, both onshore and offshore).
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Ministerial Overview
• “The standout sector for the past decade or so has been
education services….”
• “For me, backing our strengths will be crucial to our
success.”
– Minister for Trade and Investment, Andrew Robb,
6 February 2014
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The 5 drivers of Australia’s future economic growth
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STUDENT TRENDS 2014
Offshore Student Visa Grants: 2010 to 2013
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0
10000
20000
30000
40000
50000
60000
70000
80000
90000 ELICOS Schools VET Higher Education
Introduction of SVP
April 2012
Return to Growth: Student Commencements
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0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Non-award Schools ELICOS VET Higher Education
Top Markets: Student Enrolments, 2002 to 2013 and
2020 Forecast
Nationality 2002 Rank 2013 Rank 2020 Rank
China 44,570 1 150,116 1 China 1
India 10,974 10 49,265 2 India 2
South Korea 17,348 4 27,580 3 Pakistan 3
Vietnam 3,828 13 26,015 4 Philippines 4
Thailand 14,280 7 21,762 5 Indonesia 5
Malaysia 17,177 5 21,208 6 Vietnam 6
Brazil 3,819 14 17,554 7 Brazil 7
Indonesia 19,864 2 17,131 8 Bangladesh 8
Nepal 1,446 26 14,351 9 Saudi 9
Pakistan 1,680 25 12,869 10 South Korea 10
Colombia 2,182 21 12,030 11 Thailand 11
Japan 15,794 6 11,595 12 Colombia 12
Saudi Arabia 115 73 10,352 13 Nigeria 13
USA 10,987 9 9,469 14 Mexico 14
Philippines 948 32 8,830 15 Kenya 15
Other 90,924 116,805
Total 255,936 526,932
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FUTURE UNLIMITED
Australia’s Brand - Future Unlimited
• Launched in June 2011
• Future Unlimited focuses on
the outcomes an Australian
education delivers
• It highlights the global
relevance, practicality and
quality of our institutions, along
with their focus on the future,
innovation and creativity
• Future Unlimited’s message to
students, and their parents, is
that their investment in an
Australian education will deliver
pathways to personal and
professional success that will
last a lifetime
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Brand Licencing Process
There are two categories of brand licence, both of which are free for eligible applicants.
• Category A: Apply online here.
– CRICOS-registered institutions
– Australian education sector peak bodies
– State or federal government departments or agencies
– State-based education marketing bodies
• Category B: Apply online here.
– Registered providers of Australian qualifications operating offshore
– English language proficiency test providers operating in Australia
– Education agents or Education agent associations representing Australian institutions
– Non-education Australian industry bodies
– Australian providers of support services to international students
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Brand Licencing – Eligibility Criteria
Brand licensees must:
• share the purpose for which Future Unlimited was created;
• use the branding on materials/activities that:
– are consistent with the brand positioning
– promote Australian education internationally
– contribute to favourable consideration of Australian education and training prior to the decision to invest
• have a proven track-record of working in international education
• adhere to the brand guidelines
• respect the corporate objectives of Austrade and the policies and standards of the Australian Government
• be financially solvent
• pose minimal reputational risk to the Australian Government internationally
• not be engaged in discriminatory activity or activity which is detrimental to public health and safety.
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Assets available to licenced education agents
• Future Unlimited brandmark (logo)
– Multiple variations and languages
– Not the Government crest
• Future Unlimited promotional video
– Multiple languages
• Eight promotional flyers: Education Overview, Fast
Facts, Schools, English, VET, Higher Education,
Research in Australia, Working Holiday Maker.
• Two infographics: 10 Facts about Studying in Australia
and 12 Facts - An Introduction to Australia
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Brand Licencing Statistics
As at 3 April 2014
• 300 licensees comprising:
– 227 Australian licensees; and
– 73 international licensees
• Of the 300 licensees,122 are agents or agent
associations licensed to cover 59 countries
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STUDY IN AUSTRALIA WEBSITE
www.studyinaustralia.gov.au
• Relaunched in June 2013
– Potential to develop improved section for agents.
– We will seek nominations for a reference group.
– If interested – [email protected]
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THE BRAND IN ACTION
The Win your Future Unlimited competition
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The competition saw Australia’s
international education sector
(including agents), leading
corporates and the Australian
Government come together in a
global campaign to:
• creatively engage genuine,
prospective international
students;
• increase consideration of
Australian education;
• and build the association
between an Australian education
and future success
Campaign Video
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Mr Uttam Kumar and the Minister for Trade and
Investment
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Q&A SESSION TO FOLLOW
