April 2012 issue

News Round Up
Inside the industry
Advisor Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Special Report
Course Guide
City Focus
Market Analysis

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On the move

Ed Perryman has joined Cambridge Education Group in the UK as Market Development Manager for Europe. “I’m absolutely delighted to be joining CEG and the European sales team. It’s a very exciting time...the company has enjoyed high levels of success and growth over the past few years. I’m now looking forward to making my own contribution to its continued efforts,” he said.

Robert Tuck has joined Centre of English Studies as Principal of CES Leeds (formerly Leeds Languages). Mr Tuck previously worked for the British Council as an EFL teacher in Portugal and later in teaching centre management in South Korea, Tunisia and Morocco. “I’m delighted to be joining CES at a time of exciting and ambitious expansion and I am looking forward to making CES Leeds a school of choice for international students looking for a city location in the North of England.” 

Stéphanie Dulac has joined Ifalpes in France as Agency Development Manager. Ms Dulac will act as liaison between existing agencies in order to broaden collaboration as well as developing new contacts. Ms Dulac previously worked at Ifalpes’ sister school, IPAC School of Management, initially in reception and then with IPAC Consulting, which deals with adult education in businesses.

Mark Calland, who has been a teacher and Director of Studies at ELC Bristol for 17 years, has taken over the role of Vice Principal at the school. Pete Clark, who has been teaching at ELC Bristol since 1995, has become ELC’s new Director of Studies.

John Crick has been appointed Marketing Director for Australian-based SAE Institute / Qantm College – a division of Navitas. Formerly the Marketing Director at Navitas English, Mr Crick’s role will focus on providing leadership and coordination to marketing and international student recruitment across the SAE Group globally together with domestic recruitment in Australia.

Marnie Watson, who has been working for Study Group, based in South East Asia, for 10 years, has been promoted to the position of Study Group’s Sales and Marketing Director for Higher Education. Prior to joining Study Group, Ms Watson worked for one of Australia’s leading universities for six years in a marketing role. Ms Watson is looking forward to moving from Vietnam to Singapore in June 2012 and working with the global team to expand Study Group’s geographic reach.

Q&A Educator association

This month, Sue Blundell, Executive Director of English Australia, answers our questions regarding the association’s recent activities.

Full name: English Australia
Year established: 1983
Number of members: 105 colleges representing 133 accredited and registered centres
Type of members: private and public English language colleges
Association’s main role: As the peak body of the international English language industry in Australia, English Australia provides leadership and influence as the voice of the industry, and support and benefits to members in achieving the highest educational and business standards
Government recognition: yes
Code of practice: yes
Complaints procedure: yes
Agent workshops/fam trips: no
Contact details: English Australia, PO Box 1437, Darlinghurst NSW 1300, Australia, Tel: +61 2 9264 4700, Fax: +61 2 9264 4313
E: easec@englishaustralia.com.au
W: www.englishaustralia.com.au

What has your association been up to in the last 12 months?
2011 was a very busy year! With two major government reviews taking place and being implemented, a lot of time was dedicated to submission writing and committee meetings. Ensuring that the perspective of the English language sector is heard by the Australian government is a key role for English Australia.

Have any changes been implemented following the knight review? How soon will Australia’s export education sector start to see the benefits?
As with all reviews, the recommendations take time to roll-out. Some have already been introduced, including the removal of English language minimum requirements, and English Australia is playing an active role on various committees to ensure that other recommendations are implemented in an effective way. The ability for higher education students to access post-study work rights is seen as being a major incentive for potential students to consider Australia as a destination. This option will be ready for students who made their student visa applications after November 5 2011. 

What challenges are likely to affect English Australia member Schools in 2012?
As with the last couple of years, colleges will be grappling with a range of changes to their legislative environment as well as with building their student numbers. In both of these areas English Australia will play a key role. We are excited that 2012 sees the launch of the new English Australia brand, a refreshed image that will take us forward with a new promotional campaign to support our members in growing their share of the Australian and global market.  

What is the focus of this year’s EA conference in Sydney? How will it differ from your 2011 conference? Languages The English Australia Conference 2012 has a theme of “Re-shaping our Future”. This theme acknowledges the challenges of recent years and the need for the industry to be proactive in engaging with developments, both in Australia and overseas, and positioning itself to take advantage of opportunities for growth. We have made a number of changes for 2012, including: consolidating the programme into two days; introducing a pre-conference “ELICOS Leaders Day” to attract senior leaders from the industry; offering an extended welcome event on the Wednesday evening to allow for networking prior to the commencement of the conference; integrating new software that will provide an agenda builder, networking solution and social community for the conference – delegates will benefit from a unique tool to optimise their conference participation through improved networking facilitation.

Industry issues - advisors speak out

Q. Do you have many requests for vocational education in a foreign country from agency clients?

Marina Martine, Campus Brasil, Brazil “We have noticed an increase in the demand of students looking for vocational courses abroad. In reality, they are often young professionals (23-to-35 year olds) with good language skills who want to take a career break. They don’t want to do a language course abroad so they choose a short course (six months) in their field of study. From our experience, these students would rather do a postgraduate course, however, prices and durations are prohibitive. The most popular courses are in Marketing, Management and International Business and the top destination is Australia with its vast range of courses and schools. Students with degrees from universities in Brazil are aware that those courses are not likely to improve their CV. However, vocational courses offer everything they are looking for: a career break, an experience abroad, interaction with local students, the chance to practise their English and affordable tuition fees.”

Zilda Amaro, Oxford School, Portugal “In spite of the economic situation we are facing in Portugal, we have noticed that the demand for courses abroad has been growing, especially for vocational training, such as English for Management, Banking, Tourism, Marketing and Fashion. The number has gone up about 15 per cent. Many of those who are interested in this type of course are recent university leavers, in the 25-to-30 age range, who are seeking their first job. Several others who consider these courses are unemployed and looking for opportunities either in Portugal or abroad. In either of these cases, it is recognised that being fluent in English is absolutely essential to be competitive in the job market.” 

Joaquín sáez, Learning OUt, Spain
“The percentage of those who request vocational programmes is increasing but not too much because in my opinion here in Spain these programmes are not as popular as they are in other countries. Students requesting these programmes are, on average, in their 20s, especially men. The most popular destinations are the UK and Canada. The most popular fields of study are Engineering, Nursing and Tourism. Here, Tourism is one of the most important industries in Spain, although 30 per cent of employees are foreigners. Engineering and Nursing are getting more popular for those who have to go to another country to find a job. The market is growing because people see that they need to be more prepared for their career.”

Karen ong, Language international, USA
“We don’t receive a lot of requests for vocational education, although the number has grown. We believe the main reason is that many vocational schools have had a poor reputation. Especially in Asia where brand matters a lot (for example, in Korea, Japan, Taiwan, and Saudi Arabia), students still see vocational schools as second-rate, offering limited job-specific training instead of a broader more holistic education. The few requests for vocational programmes that we receive come mostly from students in Europe (Germany especially) where vocational schools have had a longer history. Though vocational programmes are popular only in a few countries today, I believe they have the potential to grow over time. This transformation will certainly not happen overnight. But as more and more quality vocational schools get launched, their reputation will improve and demand for them will rise.”

Q&A Advisor association

Giuseppina Foti, President of Italian agent association, Ialca, talks about recent developments.

Full name: Ialca - Italian Association of Language Consultants and Agents
Year established: 1997
Number of members: 25
E: info@ialca.it W: www.ialca.it

What has been the main focus of IALCA in the last 12 months?
Every year a number of our agents, together with selected journalists, participate in interesting educational trips. In 2011 we visited Canada, sponsored by Languages Canada. Ialca is slowly but constantly growing in terms of members: we now have 25 members, but we have set a target of 30 by the end of 2012. We had two general meetings: one in Catania and one in Torino last year. Every meeting is introduced by a day dedicated to a meeting-seminar open to the public, where we discuss a selected number of items related to studying abroad. Important international guests are invited: we have had the honour to host, among many valuable guests, Tony Millns, Chief Executive of English UK, and Juan Manuel Elizalde, President of Felca. And, last but not least, Ialca, in cooperation with Felca, is working intensively to produce a draft of a future common contract, between agents and schools, that all the Felca agencies would like to propose to Gaela schools, in order to better regulate business relationships.

Where do you stand on accreditation? Accrediting agencies is vital for our business. The market is becoming more and more competitive and the customers are every day more demanding. These are both to be considered good trends for our sector, but in order to cope with it the agencies must constantly evolve and increase the quality or their services. That is why accreditation, standards and code of conducts are vital.

What are your feelings concerning agent training schemes?
The number of training schemes is rapidly growing. Constant training is absolutely necessary for agents but too many could be negative. It is also important to say that if a training scheme can be organised by a national school association, the accreditation of the agencies is something quite different. From Ialca’s point of view, as the schools’ accreditation is run and certified by the national school association, in the same way an agent’s accreditation must be certified by the agent’s national associations and/or by Felca.

Agency of the month

In a series appearing each month in Study Travel Magazine, we ask a different language teaching institution to nominate one of their preferred agencies or agent partners, and to explain why this person/company is worthy of their nomination.

This month International House Nice in France nominates Gloria Tour Tokyo, Japan. William Rubinstein, Director at the school, explains this decision.

“We have been cooperating with Mr Atsuchi Fukumitsu for several years and we appreciate his personal involvement and his genuine interest in his job and in his students’ welfare. He is specialised in the French market and he speaks French fluently. He has personally visited most of the schools he works with. He is therefore able to advise his clients according to their specific requirements. When a problem arises, he always tries to solve it in a way that makes both sides happy. When I visited him a few months ago, he was kind enough to introduce me to a student who was going to attend my school, which was much appreciated by her and me. He knows the Japanese market very well and is always happy to give us good advice to improve our programmes to satisfy his clients. We know that he offers a large number of schools in France so when we welcome one of his clients it is because he has chosen our school for the good reasons.”

“We‘ve known Mr William Rubinstein for over 12 years. He is always very enthusiastic and takes the school work very seriously. We believe IH Nice is one of the best schools in France!”
Atsuchi Fukumitsu, Gloria Tour Tokyo, Japan

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Study Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.






English Australia  
Feltom Malta  
CERAN Lingua International  
Study Gold Coast  
English in Chester  

Sara's New York Homestay LLC  

Access Macquarie Limited  
Bond University  
English Australia  
ILSC Australia  
Impact English College  
International House Sydney
Language Studies International  
Study Gold Coast  
University of Newcastle Language Centre  
University of New South Wales  

CERAN Lingua International  

Bics (Business & Intl Communication School)  
GTMI Global Tailor Made Idiomas  

ILSC Education Group  

iMandarin Language Training Institute  
Mandarin House  

Tandem Santiago  
Latin Immersion  

Cambridge Education Group  
Camp Beaumont  
CES - Centre of English Studies  
Country Cousins  
Explore English Language Ltd  
Heart of England Language School  
International House London  
Kaplan International Colleges  
Living Learning English  
London School of Business & Finance  
London School of English  
Malvern House College London  
Queen Ethelburga's College  
St Giles International  
University of East Anglia  
University of Essex - International Academy  

Alphe Conferences  
Quality English  

Camidge Esol  
City and Guildsanch Office in Europe  
TOEFL Educational Testing Service  

Home Language International  

Dr. Walter GmbH  
Gibbs Denley  

A Door To Italy  
Italian in Tuscany  
Italiano Porticando  
Lingua Ś  
Piccola Universita Italiana  
Scuola Verde L'Olmo (Academy Olmo)  

EC English Language Centre  
ETI Malta  

Universidad de Guadalajara  

EAC Language Centres and Activity Camps  

STM Star Awards  

Xul Comunicación Social  

EF International Language Centers  

Malta Tourism Authority  
Study Gold Coast  

Brown University  
Centenary College  
ELS Language Centers  
St Giles International
Zoni Language Centers  

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