Key ingredients to ensuring sustainable growth in Australia's language sector
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Key ingredients to ensuring sustainable growth in Australia's language sector

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English Australia (EA) is the national peak body for the English language sector of international education in Australia, representing over 100 of the leading English language colleges. Together, they ...

English Australia (EA) is the national peak body for the English language sector of international education in Australia, representing over 100 of the leading English language colleges. Together, they deliver courses to approximately 80% of all English language students in Australia. As “the voice” of the English language sector in Australia, EA is the go-to resource for “quality, professional support and great data collection.”

In an exclusive interview with ICEF Monitor, EA's CEO Sue Blundell shares insights on how the industry can sustain its recent growth, where it’s coming from, the role of effective, unified top-down marketing strategies, and what opportunities are ahead now that the country has a new government in place.

Please read our accompanying article ''Key ingredients to ensuring sustainable growth in Australia's language sector'' and watch our video interview here: http://bit.ly/1aMCVCA.

For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.

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  • Are you interested in sending students to Australia? This session will provide an overview of what Australia has to offer international students. <br /> Learn about: <br /> the key benefits of studying in Australia; <br /> the range of courses; the support services; <br /> the tuition protection service and other important information. <br />
  • every region has seen proportion of student visas grow – <br /> 200920102011 <br /> Asia 69% 15% 12% 4% Asia 59% 22% 15% 3% Asia 51% 25% 16% 7% <br /> Europe 33% 41% 21% 5% Europe 33% 44% 19% 4% Europe 34% 44% 19% 4% <br /> Americas 82% 10% 2% 6% Americas 85% 10% 0% 5% Americas 82% 9% 0% 8% <br /> M. East 86% 6% 1% 6% M. East 84% 10% 0% 6% M. East 78% 7% 0% 15% <br />

Key ingredients to ensuring sustainable growth in Australia's language sector Key ingredients to ensuring sustainable growth in Australia's language sector Presentation Transcript

  • ICEF Berlin 2013 Sue Blundell English Australia 3 November 2013 1
  • Overview – the English language sector • • English Australia & the English language sector • • • • • Importance of agents How Australia meets student/family/agent expectations – Quality, Support, Assurance Global market for English language teaching (ELT) Profile of the English language sector in Australia English Australia & English Australia member colleges Recent developments/opportunities 2
  • - English Australia & the English language sector - How Australia meets student/family/agent expectations - Quality, Support, Assurance - Importance of agents
  • English Australia – who we are • • • English Australia is the national association for English language colleges in Australia • English Australia: – supports quality standards in English language colleges – promotes the quality of English language colleges – provides a professional network for English language colleges • English Australia is the ‘voice’ for the English language sector in Australia and is consulted by government, the media and other professional associations for advice • English Australia member colleges are located throughout Australia in large vibrant capital cities and quieter regional towns – there is a variety of lifestyles and cultures to suit all students English Australia represents over 100 of the leading English language colleges over 80% of international students learning English in Australia choose to study with an English Australia member college 4
  • English Australia member colleges 5
  • wide variety of options - destinations large city vs smaller city city vs country / regional city vs beach large vs small “boutique” university campus vs city centre tropical climate vs temperate climate 6
  • Quality, Support, Assurance 7
  • How Australia meets student/family/agent expectations • • all students are different – motivation, course type, goals • • all destination countries try to address these criteria what are students & their families looking for? – quality (of education) – support (welfare outside the classroom) – assurance (consumer protection) – ?? the lifestyle factor – the “experience” Australia takes it seriously 8
  • Quality (of education) • • • • • globally recognised qualifications consistent national standards national legislation specific to international education registration of all education providers focus on student satisfaction, feedback and continuous improvement 9
  • eg. English Language Barometer Project • student feedback important to English language sector (ref: English Australia Best Practice Guide in Monitoring Student Satisfaction) • students in English language centres – national satisfaction surveys undertaken in 2009, 2011 and 2013 –2009 - 57 colleges, 10,716 students – 28% of all English language students in Australia –2011 - 49 colleges, 8,722 students – 26% of all English language students in Australia –2013 - currently underway • • focus on continuous improvement results overwhelmingly positive –high levels of satisfaction on almost all aspects of their experience –2011 results showed significant improvement compared to 2009 –NEW 2013 survey in Sept/Oct – results currently being collated & analysed 10
  • Learning (ELT student satisfaction survey) 11
  • Support (welfare outside the classroom) • welfare arrangements specified in legislation http://www.aei.gov.au/Regulatory-Information/Education-Services-for-Overseas-Students-ESOSLegislative-Framework/ESOSQuickInformation/ESOSEasyGuide/Pages/ESOSEasyGuide.aspx • includes requirement for all colleges to provide orientation and access to support services to help students with their study and adjust to life in Australia • national Overseas Students Ombudsman to deal with complaints www.oso.gov.au 12
  • Living (ELT student satisfaction survey) 13
  • Assurance (consumer protection) • consumer protection built into legislation for all student visa holders www.tps.gov.au • English Australia also provides tuition assurance for non-student visa holders studying with English Australia member colleges • English Australia mediates any issues between agents/students/parents and member colleges 14
  • Importance of agents • • • • Australia places high importance on students getting the best advice agents are key allies agent contracts Guide for providers on working with agents http://www.aei.gov.au/Regulatory-Information/Education-Services-for-Overseas-Students-ESOSLegislative-Framework/ESOSQuickInformation/Documents/Using_Education_Agents_pdf.pdf • agent training & agent recognition http://eatc.pieronline.org/ 15
  • - Global market for English language teaching (ELT)
  • Global ELT market • number of students travelling to an English speaking country to learn English = more than 1,500,000 in 2011 • total value of the ELT market = estimated US$11.6 billion in 2011 • UK has greatest market share (50% of students & 32% of weeks) • Australia #4 after UK, US and Canada – 9% of students & 13% of weeks • top 4 countries = 85% of all English language students and 91% of all weeks 17
  • - Profile of the English language sector in Australia - English Australia & English Australia member colleges
  • Profile of the English language sector in Australia • • • • over 124,000 English language students in 2012….. …..from over 140 countries approximately 250 accredited English language colleges in Australia over 100 English Australia member colleges deliver courses to over 80% of all English language students 19
  • What is the main reason that you chose to study an English language course (Aus ELB 2011)? 20
  • Visas for English language study study work travel student visa any period must be full-time yes – maximum 40 hours per fortnight up to 4 weeks at the end of the course working holiday visa up to 17 weeks part-time or full-time yes – maximum of 6 months with one employer 1 year visitor visa up to 13 weeks part-time or full-time no 6 months to 1 year 21
  • 2012 – Visa type by region 22
  • Top 10 source countries for ELT students 2012 23
  • Why choose Australia? • • • • • • • • • • Quality – a focus on the learner Variety & innovation Consumer protection Established expertise Lifestyle The whole experience Study, Work & Travel – flexibility Strong focus on supporting student advisors/agents Diversity of cultures Technologically competitive 24
  • Why choose an English Australia member college? • highest quality learning experience for your students – choice of quality colleges all around Australia – from beachside college, to university campus to city centre • comprehensive support services for your students – including accommodation, social program and welfare support • support for you as an agent – online resources – mediation of complaints • assurance that tuition is protected – on any visa – your students are protected – your reputation as an agent is protected 25
  • Agent resources – English Australia website 26
  • Agent resources – English Australia website 27
  • Agent resources – English Australia website 28
  • www.englishaustralia.com.au www.facebook.com/EnglishAustralia @English_Aus www.linkedin.com/company/english-australia
  • Australia – the year ahead “We will deliver a clear strategy, one that lays out a path to growing a world-class education and research industry, that realises our economic potential, reduces barriers and frees the sector to be more productive and globally competitive.” The Hon Christopher Pyne MP Minister for Education 9 October 2013 FUTURE UNLIMITED BRAND INDUCTION 30
  • Australia – the year ahead • a year of opportunity • attractive destination with a unique profile • a new government – strong support for international education • recent announcement of positive changes to student visa program: – expansion of streamlined visa processing – simplification of Assessment Level framework – reduced financial requirements for AL3 http://www.immi.gov.au/students/whats_new.htm • return to growth in new commencements FUTURE UNLIMITED BRAND INDUCTION 31
  • New commencements YTD August 2013 FUTURE UNLIMITED BRAND INDUCTION 32
  • Australia – the year ahead • work opportunities available to add value to study eg. – all student visa holders can work 40 hours per fortnight – post study work visas (2-4 years) available to students with visas issued after 5 November 2011 (Graduates of an Australian Bachelor degree, Masters by coursework degree, Masters (extended) degree, Masters by research degree or Doctoral degree) • a range of new state government initiatives (NSW & Victoria) –internships/scholarships etc. • watch this space! FUTURE UNLIMITED BRAND INDUCTION 33
  • meet with Australian providers at the ANZA Workshop FUTURE UNLIMITED BRAND INDUCTION 34
  • Other useful resources • Study in Australia www.studyinaustralia.gov.au/ • Brand Australia – Future Unlimited www.austrade.gov.au/futureunlimited • CRICOS – registered institutions & courses http://cricos.deewr.gov.au/ • International Student statistics www.austrade.gov.au/Export/Export-Markets/Industries/Education/International-Student-Data • Student visa statistics www.immi.gov.au/media/statistics/study/ FUTURE UNLIMITED BRAND INDUCTION 35
  • Other useful resources • Student Visas www.immi.gov.au/students/ • Student visas – what’s new www.immi.gov.au/students/whats_new.htm • Tourist visas www.immi.gov.au/visitors/tourist/ • Working Holiday Visas www.immi.gov.au/visitors/working-holiday/ FUTURE UNLIMITED BRAND INDUCTION 36