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Contents - April 2011

Special report
Creating a buzz
Effective marketing for institutions in the study travel industry means reaching out to business partners and potential clients with a carefully thought-out message. The media used is frequently technologically-driven and socially-oriented, but personal contact remains important for b2b clients. Jane Vernon Smith reports.

Collecting credentials
There are numerous affilliations, accreditations and certifications available to the study travel advisor. Amy Baker reviews many of the schemes around.

Colossus China
As China’s economy grows so too does the number of foreign students requesting to learn Mandarin. Familiarising themselves with local culture, cuisine and lifestyle is an important part of the language learning process, as Nicola Hancox discovers.

Spirit of endeavour

There are always new opportunities in this industry and we profile a number of new avenues for readers to consider, whether that may be to become ‘trained’ or ‘accredited’ by one of the schemes that exists (pages 44-46), to work with some emerging higher education destinations (page 21) or to consider China for inclusion in their portfolio (pages 52-54).

In Mexico, a study travel market which we have not surveyed for some time, there was certainly an air of optimism to come from survey respondents as the country emerges from recession. They spoke of setting up new office locations, developing marketing materials, improving their sales force or attending fairs and workshops as decisions taken that would build business in the coming year (pages 24-25).

As well as developing a company from the inside, it is clear that there are more channels developing that enable external validation of a business and we devote some space to considering this in this issue. Some agencies attest that they are keen to court credentials, whereas others believe that this will have little impact on the decision of students, who are removed from the validation process. This latter group believe word-of-mouth feedback to be more important (page 9). Undoubtedly, the training or accrediting outfits are enterprising, at least, in their aim.

And this spirit of endeavour is also clear to be seen among education institutions, many of whom are investing in new school premises that really do sharpen the definition of cutting edge; showers on every floor of the new Bellerbys building in Oxford and concealed laptops within desks sounds pretty cool to me (page 8). Others are going all transatlantic, with Kings College launching a new school in the the heart of Hollywood, USA, putting world-famous attractions and the odd celebrity or two, I’m sure, at student fingertips (page 6).

It is also timely to announce our name change, from Language Travel Magazine to Study Travel Magazine; a name which we feel more accurately reflects our broad remit of bringing you incisive content that is relevant to the international education industry, incorporating language, higher education and more. Our sub-brands, Language Travel Magazine, Education Travel Magazine and Work Wise, will still exist, but Study Travel Magazine is a much better umbrella brand from which our stable of products will be delivered to you (page 7).

Spirit of endeavour

Language students caught up in Christchurch quake
Kings Colleges opening two new schools in UK and US
Tax issue progress in Malta
Cambridge Esol honours Polish links
Study Travel Magazine – Hothouse Media’s new umbrella brand
Australia charts visa decline
UK MPs visit Brighton to hear evidence

Business Focus
New schools and premises
ICEF Middle East and Africa

Advisor Survey
Mexico upbeat
The Mexican outbound market slowed down in the last year, but there is a bullish mood that 2011 will bring growth with it

In this year’s Feedback survey on Italy, we find that the Italian language teaching market attracts a more mature clientele focused on the pleasurable aspects of language learning.

Scenic France
Some language students actively seek out schools that are located outside of the major urban centres and below is a list of schools in France that have a more rural setting. Some schools located in the Alps or near the idyllic surf of France’s south coast are well placed for those looking for sporting activities.

English for professionals
With English the lingua franca for business people in many different industry sectors, the business for providing specialist English courses is growing. Bethan Norris reports.

Canada 2010

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