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January 2015 issue

Contents
News
News Round Up
Inside the industry
Agency Survey
Secondary Focus 1
Secondary Focus 2
Industry Faces
Direction
Tertiary Focus 1
Tertiary Focus 2
Special Report
Destination
City Focus
Course Guide
Spotlight
Market Analysis
Grapevine

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On the move

Paul Spinks from Inline Marketing (formerly ppi Marketing Communications) in the UK has been promoted to Managing Director. Prior to this, Spinks was Sales and Marketing Director, and also Director of Enhance Business Communications which merged with Inline in 2011. He said, “The promotion has been as a result of working more closely within our main markets, as well as looking at system improvements within the business to enhance the customer experience. I am very excited about the challenges within the role to develop the business.”

The language school ABCHumboldt in Spain has hired Stephen Jenkins as Assistant Director. With 15 years’ experience working at large chains in Madrid such as OISE and ACE Corporate Language Training, Jenkins says he is looking forward to working with an independent school. “At ABCHumboldt I have input into course design and marketing strategies, as well as ensuring we deliver the best possible service to our clients,” he said. “In addition, I am getting to know the delights of Barcelona. I am looking forward to getting to know it better and to working closely with new agent partners and clients.”

Eleanor Stuart has taken up the role of Marketing and Communications Coordinator at Into St George’s, University of London in the UK. Having previously interned for Into Manchester in the Shanghai, China offices in 2013, Stuart also has study abroad experience at Universität Innsbruck in Austria and Zhejiang University in China. She said, “I’m hoping that I can pass on some pearls of wisdom to incoming students and help create some great marketing content for the centre.”

LSI Brisbane in Australia is pleased to welcome James MacDonald as the new Director. With 15 years’ industry experience, MacDonald has previously worked at the University of California as well as in Asia and the Middle East. “I am excited to be taking charge at LSI Brisbane and I am looking forward to working with all the staff and our dedicated agents and welcoming our wonderful students!” he said.

Matthew Lampkin is the new Key Account Manager at PTE Academic in Australia after relocating from the UK. He said, “The highlights of my time with Pearson UK included launching PTE Academic Test Centres in Vietnam as well as visiting Najaf and the Kurdistan region of Iraq where I continue to support partners.”


Q&A Educator association














This month, Mark Raven, CEO of Neas in Australia, talks about the association’s change in tack as well as challenges members face.

Full name: Neas
Year established: 1990
Number of members: 175
Types of members: ELT providers in Australia and Asia
Association’s main role: quality assurance
Government recognition: no, although Neas accreditation will be viewed positively in risk assessment by TESQA and ASQA
Code of practice: yes
Agent workshops/fam trips: no
E: m.raven@neas.org.au
W: www.neas.org.au


How has Neas grown and adapted recently?

Neas has been through a period of major reform, reflecting the need to provide deeper value to members while commensurately delivering a genuine quality assurance (QA) value proposition. As a result, the association has redeveloped its QA processes to reflect the standard of centres’ output as opposed to solely focussing on input. It follows the principle that the best ingredients don’t always produce the best dish. The new model uses input from students, teachers, marketers and management to assess the levels of alignment between stakeholder satisfaction and learning outcomes. The process uses technological innovations and has also attracted the attention of the Australian government. On the marketing front, Neas has engaged with a network of 4,500 agents, sharing information pertinent to the quality journey being undertaken by many members. We also hosted a Quality Symposium in Australia in October [last year], with the objective of establishing a Mutual Recognition Agreement resulting in a network of respected QA and accreditation agencies confronting the rising, corrosive challenge of accreditation mills entering the mainstream market.

What are the main challenges Neas members face?

Neas members are based in Australia, Vietnam, Dubai, Cambodia, Singapore and Indonesia, and as a result their challenges vary considerably by jurisdiction. A major advent in 2015 will be the adoption of English as the lingua franca for ASEAN [Association of South East Asian Nations], which will present quality issues for current providers as new entrants flood the market in response to perceived demand. Our Australian members do seem to be entering a “purple patch”, with reduced entry challenges for students and a softening of the Australian dollar driving growth. That said, the wheel will turn again (and always does!) and now is the time for providers to be investing in quality and a unique selling proposition to see them through the next difficult period.

Do you expect the number of Neas members to grow in 2015?

We experienced a good level of growth both onshore and offshore in 2014, although changes to Australian legislation in 2010 caused some reduction in numbers. We are pleased to report that these seem to be on the rebound though. We have some very large growth opportunities in China and Vietnam in discussion, and we are in constant discussion with the Australian government to find ways where Neas can help reduce bureaucratic red tape, and we expect to see an increase in domestic members (beyond the current 65 per cent of market level) through 2015 as a result.

What activities does Neas have planned for the future?

An area of growth is the Quality Learning Series which has involved the delivery of 35 workshops nationally to more than 500 participants this year, and an associated goal is to deliver these workshops to our Southeast Asian members. We will also remain involved with Gaela and other peak body groups, with the intention of sharing and accessing best practice for the benefit of our members. Our Mutual Recognition Agreement with other QA providers is the first step in that process. Our conference, this year, is in Sydney on May 8-9.


Q&A Agency association

This month we interview Saijai Srijayanta, Manager of Tieca in Thailand.







Full name of association: Thai International Education Consultants Association (Tieca)
Year established: 1997
Number of members: 76
Contact details:
E: manager@tieca.com


What has tieca been up to over the past 12 months?

We have gone up to 76 members. They have participated in many workshops and training programmes such as the BMI Agent Workshops in Asia; Excellence in Trade Appreciation Night by the US Commercial Service; and Cambridge Education Group training on the US programme. The President also joined Alphe UK and attended the STM Star Awards gala in London. We held our annual AGM in April, and we have invited a lecturer from the Office of Consumer Protection to give more knowledge to our members. We also won the award for Excellence in Administration and Trustworthy Study Abroad Management under the category Highest Level of Mission Complete, organised by the Board of Trade of Thailand.

How is business going for thai agents at the moment?

Overall business is going up with the coming Asean Economic Community (AEC). Moreover, nowadays parents have more knowledge and vision for their children’s education. The average age of students is going down.

What are the main thai student trends at the moment?

For high school, New Zealand is the most popular country as it’s not too far, the prices are reasonable and the government supports education exports as it’s good revenue for them. For master’s degrees, the UK is the most popular destination as it only takes one year to graduate.

what future activities does tieca have planned?

We will have focussed fairs such as a high school fair, language school fair, etc. We will also have a new website portal which can be easily reached by visitors and also have information on all the institutions that our Tieca members work with.


Full name of association: Thai International Education Consultants Association (Tieca)
Year established: 1997
Number of members: 76
Contact details:
E: manager@tieca.com


Industry issues - agents speak out

Q.Has your agency recently launched any new marketing techniques to attract students?

Krister Weidenhielm, ESL Languages, international
“We have just added loads of cool new features to our website during a major redesign, but the most significant is the publication of student reviews of our partner schools. We have been collecting the data for years and using it internally, but felt that the time was right to share this online. Our data is particularly useful because we have so much of it – hundreds of reviews for some schools – and it is constantly updated. This step was motivated by a couple of things. Firstly, people have different expectations when searching online: who books hotels nowadays without reading reviews first? We have extended this concept to study abroad. Secondly, we have always prioritised a high level of consultancy and engagement with students during the booking process and beyond. Publishing these reviews reinforces transparency and helps to manage student expectations.”

David Adler, Ustudy, Israel
“Ustudy recently started a series of open house meetings at its offices. Each open house meeting is dedicated to a different study field, for instance business, engineering, arts or filmmaking. These meetings allow us to get to know students who are interested in a specific field and assist them with the different opportunities out there. The students attending these meetings seem to be more serious about studying abroad, ask the right questions and are more likely to attend one of our partner schools.”

Adeila Makashi, Ande-LM, Albania
“Every year we launch a new marketing strategy. In 2014, we launched the Ande-LM roadshow for the first time in cities where it’s uncommon for foreign representatives to do events. This proved to be successful, and quite different from what these cities had experienced before. Also, we were present in all the most important talk shows involving students and education in Albania, where we discussed the pros and cons of professional schools and universities. These TV appearances involved promoting our programmes but by also answering the question “Why study abroad?” we added to our market value.”

Kim Dienhoff, IDP Education, international
“Competition for recruiting international students in China is becoming increasingly fierce with agents, online education portals and offshore international programmes all battling for market share. IDP Education’s China team partnered with Times Higher Education (THE) and the Ministry of Education to host the World University Rankings Symposium. The event brought together more than 70 guests including government officers, leading Chinese and international universities, education experts, the media and THE Editor Phil Baty to discuss the growing influence of global rankings on student decision making. More than 200 students attended the event in Beijing.”


Agency of the month

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

This month, the University of Sydney Centre for English Teaching (CET) in Australia nominates Oceania Koryu Centre (OKC) in Japan. Jacqueline White at the centre explains this decision.


“We work with a broad range of partners and agents, not only for preparing students for university study, but for bespoke customised programmes combining English language with content knowledge and practical applications in a variety of disciplines. One agency that we have been working with for many years who consistently sends quality groups for customised programmes is OKC, based in Tokyo, Japan. OKC specialise in sending groups to Australia, New Zealand and Canada and are highly respected and trusted in the industry. Our longest running programmes of Japanese university groups are all administered by OKC. The level of service they provide to partner institutions, attention to clients and students, from the programme planning phase to on-the-ground support, is excellent.”

“The University of Sydney is well-known as one of the top universities in the world, and its affiliated language school, CET, has high-quality general English courses. Moreover, CET has excellent staff members who deeply understand the unique Japanese market and can respond to special requests flexibly. Thanks to our effective promotions, we created specific programmes and send about 60 students to CET a year. We have absolute trust in CET.”
Akihiro Yamamoto, Oceania Koryu Centre (OKC), 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.

Name

Company

Country

Telephone

Email


LANGUAGE INTERNATIONAL
Ardmore Language Schools
EF International Language Centers  
ELS Language Centers  
IALC International  
ILSC - International Language Schools of Canada  
Kaplan International English  
Rennert International  
St Giles International  
Varsity International  

AUSTRALIA
Ability English  
Cairns Language Centre  
English Australia  
ILSC Australia  
Impact English College  
Monash College  

ENGLAND
International House World Organisation  
Inspiring Learning  
Kings College  
New College Manchester  
Oxford Royale Academy  
PGL  

FRANCE
Alpine French School  
Ecole Suisse Internationale  

IRELAND
Alpha College of English  
Atlantic Language Galway  
Atlas Language School  
International House Belfast  
International House Dublin & Cork  
Irish College of English  
ISI Dublin  
MEI Ireland  

JAPAN
Coto Language Academy  
Manabi Japanese Language Institute  

SWITZERLAND
ALPADIA Language Schools 
USA
Converse International School of Languages  

WALES
City School of Languages  

SECONDARY AUSTRALIA
Monash College  

ENGLAND
Global Study Pass  
Oxford Royale Academy  
Queen Ethelburga's College  

USA
Ross School  
Barrie School, The  
Connelly School of the Holy Child  

TERTIARY INTERNATIONAL
Hult International Business School  

CANADA
St Clair College  
Centennial College of Applied Arts and Technology  
Cambrian College of Applied Arts and Technology  
Georgian College  
Hult International Business School  

ENGLAND
Chichester College  
Harrow College  

VOCATIONAL CANADA
St Clair College  
Centennial College of Applied Arts and Technology  
Cambrian College of Applied Arts and Technology  
Georgian College  

ENGLAND
Chichester College  
Harrow College  
University of the Arts London, Central Saint Martins  

ASSOCIATED ENGLAND
Trinity College London  

MALTA
Malta Tourism Authority  





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