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Emerging markets key to Australia's international enrolment goals

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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.

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Emerging markets key to Australia's international enrolment goals

  1. 1. ANZA Workshop 2014 Quentin Stevenson-Perks International Education Division Austrade
  2. 2. AUSTRADE
  3. 3. Austrade World ANZA Workshop 2014 3
  4. 4. 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. ANZA Workshop 2014 4
  5. 5. 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). ANZA Workshop 2014 5
  6. 6. 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 ANZA Workshop 2014
  7. 7. The 5 drivers of Australia’s future economic growth ANZA Workshop 2014 7
  8. 8. STUDENT TRENDS 2014
  9. 9. Offshore Student Visa Grants: 2010 to 2013 ANZA Workshop 2014 X 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 ELICOS Schools VET Higher Education Introduction of SVP April 2012
  10. 10. Return to Growth: Student Commencements ANZA Workshop 2014 10 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
  11. 11. 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 ANZA Workshop 2014 11
  12. 12. FUTURE UNLIMITED
  13. 13. 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 ANZA Workshop 2014
  14. 14. 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 ANZA Workshop 2014
  15. 15. Brand Licencing –Eligibility Criteria Brandlicensees 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. ANZA Workshop 2014
  16. 16. 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 ANZA Workshop 2014
  17. 17. 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 ANZA Workshop 2014
  18. 18. STUDY IN AUSTRALIA WEBSITE
  19. 19. 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 –webmaster@studyinaustralia.gov.au ANZA Workshop 2014
  20. 20. THE BRAND IN ACTION
  21. 21. The Win your Future Unlimited competition ANZA Workshop 2014 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
  22. 22. Campaign Video ANZA Workshop 2014
  23. 23. Mr UttamKumar and the Minister for Trade and Investment ANZA Workshop 2014
  24. 24. Q&A SESSION TO FOLLOW

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