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University challenge
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Dealing with universities has in the past presented overseas education agencies with a number of challenges. Here, Gillian Evans talks to a selection of agents to find out how things have changed and the ways in which universities and agents work together.
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The working relationship between universities and overseas recruitment agencies has been a slow-evolving partnership in some countries. Now, with international education a multi-billion dollar global industry, no one can ignore the crucial role agents play, and many universities rely on agents for their overseas recruitment. Nottingham Trent University (NTU) in the UK has an active global network of agents in 45 different countries, according to NTU’s International Development Director, Brett Slatter. “Working effectively with agents enables NTU to recruit highly able international students enrolling in a diverse range of programmes,” he says.
But, whereas agents have been fundamental from the dawn of the language travel industry, education travel has been somewhat slower to realise the benefits. This, added to the fact that a whole lot of bureaucracy is usually involved in dealing with universities makes the agent-university working relationship somewhat different.
Miguel Angel López at Studentvisa in Ecuador represents language schools all over the world, and universities in the USA, Canada, UK and Australia, with the latter two being their top destinations for tertiary studies. “It is harder [working with universities] than working with language schools,” asserts López. “Everything takes more time and the [requirements] are obviously more complicated. You have to send original documents, official translations, examination [certificates], such as Toefl, Ielts, SATs, etc.” At language schools, he continues, “You can just enrol a student in minutes. You just need to fill in the application and that’s it. With universities you need many documents and the process can even take months.”
Natalie Krivenko at Inter-Air Group in Russia, agrees. “It is okay to work with universities, though generally language schools are quicker in responding, applying for the courses is simpler and things can be done much faster.” According to Krivenko, there is also more paperwork for them with regards to the financial side of the enrolment procedure. “There’s been some difficulties working with universities because of the large amounts of money involved, for example, we had to draw up a bilingual contract for our bank. It was just paperwork but it’s tiresome.”
Aside from laborious paperwork, ensuring you have the right contact person can also be problematic. “In a university there are so many subjects, programmes, employees, campuses, etc, that you have to be very careful to find the right person for the programme you are looking for,” relates López.
In addition, procedures differ not only from one country to another, but also from one institution to another, as Sonal Parekh-Hariya from Edu World in India, points out. “Generally, the terms and conditions might remain the same but promotions and marketing strategies and acceptance criteria always differ,” she relates.
In the past universities in some countries, notably the USA and Canada, have been reluctant to use agents. Edu World sends students to universities in the USA, the UK, Canada, New Zealand, Australia, Singapore, Switzerland, Italy, France and Germany. According to Parekh-Hariya, the USA and the UK are the most popular as they have a longstanding reputation for quality in the Indian market, although newer study destinations such as New Zealand, Canada and Singapore are gaining popularity. Parekh-Hariya compares working with universities in different countries. “I personally feel that the UK, Australia and New Zealand have been very open about working with agents in the international market. Almost all UK, Australian and New Zealand universities work with agents, so it is a bit easier as they are aware of the terms and conditions expected in the agent market.” She notes that initially they experienced difficulties with US and Canadian universities as they have traditionally not worked with agents. However, she says, “They have just recently opened up the market though there are still many universities that do not work with agents at all.”
López says Spain is one of the countries he has found it hardest to work with. “I tried to work with [universities in Spain] a couple of years ago, and it was a disaster. No one gives you answers, it is very difficult to get in the university and you definitely won’t get commission.”
In the past, commission has been a bone of contention in the university sector in some countries, notably the USA and Canada, and there are still some institutions that do not offer agency commissions. As it is, commission rates offered by universities, at between 10 and 15 per cent, tend to be lower than the usual 20 per cent offered by language schools. “The universities are harder to sell and they do not see it,” asserts López. “They just offer between 10 and 15 per cent for the first semester. They do not see that we are giving them long-lasting students and they will receive money semester after semester.”
López also complains about the payment turnaround time. ”In a language school you can deduct your commission in advance. With the universities you need to send an invoice at least one month prior to the semester starting and then you have to wait at least one more month to receive your little commission,” he says.
Agents also have to work with slower response rates. Parekh-Hariya explains, “Most of the universities are very prompt but sometimes there are delays in getting answers, acceptance letters, visa letters, etc. This typically occurs as we near the academic term due to the heavy rush and burden on the admissions office, I assume.”
Notwithstanding, the working partnership between universities and agents has improved considerably in the last decade or two. More and more, universities are ensuring their overseas marketing strategies include agents, and that a comprehensive infrastructure is built up to maintain the agent relationship. Slatter sums up, “The key features of a successful agent-university business partnership is effective management, diligent planning and practical business process and resource development; rewarding and recognising performance through appropriate formal and informal means; the deployment of market relevant tools and services that contribute to successful business outcomes; and facilitating responsive and market-relevant intelligence dissemination.”
What agents want
• Increase in commission or commission on more than just the first semester of study
• Faster response times
• More visits to overseas agents’ offices
• Incentives to encourage students to enrol
• More support and involvement in the agency promotional activities
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Education Travel Magazine
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