Read the digital October 2013 issue of
Study Travel Magazine here

Contents - October 2013

Special Report
Social media: a marketing tool
International educators have a client base spread across the entire globe a globe getting smaller thanks to social media: a marketing tool that is largely free to use. Potential students especially within the key 18-to-25-year-old demographic use this medium not only to research institutions, but to interact with them in an instant and honest way that traditional marketing methods do not offer. The extent to which educators and agents are utilising this platform to its full potential, however, varies. Claire Twyman reports on the ways in which an effective social media marketing strategy can be achieved.

Agency survey
Brazil stands firm
Business was good among agency respondents, mainly due to a strong economy and job prospects driving study abroad demand, says Bethan Norris.

Teritary focus
Naturally Canada

The number of international students registering to attend university in Canada is growing. Nicola Hancox talks to providers about the recent trends in this sector.

Vocational Focus
Healthy alternatives

As alternative therapies and healthcare, such as naturopathy, aromatherapy and acupuncture, become more prevalent in everyday life, they also become an increasingly popular study field, writes Matthew Knott.

Secondary Focus
Australian international study centres

Designed to provide overseas students with the support they often need, international study centres at Australian high schools help set students on their way to academic success. Claire Twyman reports.

Secondary Focus
High school programmes in Ireland

Compared with the USA or the UK, the high school study abroad market in Ireland is not particularly large but it offers good value for money, as Bethan Norris reports.

Direction Workshops
Accommodating needs

With undersupply in many regions of the world, the student accommodation business is a thriving sector of the study abroad market, and providers are striving to meet increasingly sophisticated student demands, as Matthew Knott discovers.

Golden Germany

Germany is a country that wears it history on its sleeve: at every twist and turn there are fairytale castles, impressive gothic cathedrals and iconic museums and state buildings. Gillian Evans takes a tour.

City Focus
The old and new Shanghai

Proud of local customs and traditions, Shanghai has embraced modern thinking, creating two very distinct cultural personas and differentiating it from other Chinese destinations. Nicola Hancox reports on this city’s many attractions for international students.

Market Analysis
France proactive

Like in 2011, French language schools were largely proactive in responding to changing consumer demands in 2012 and 2013. Europe’s dismal economic situation has remained a major influence on both demand and marketing, reports Jane Vernon Smith.

English in the Prairies
Canada’s Prairie Provinces appeal to language students who have an appetite for a more rural language learning experience, as Nicola Hancox reports.

Showing your worth

Australian peak bodies release action plan
LSBF announces new partnerships
MLI expands with new junior centres
UK launches growth strategy for education exports
Atlas expands into USA and moves Dublin school
Record attendance at Alphe UK conference

News Round Up
Montreal top city for return on study abroad investment
New campus residence for NSTS
Travelling Languages moves to new location
UK sixth-form college enters Swiss education market
F+U Academy opens Berlin language school
Bath Spa Uni signs deal with Shorelight to recruit students
Kaplan remains core to Washington Post Company
News in brief
Travel Update

Inside The Industry
On the move
Q&A Educator association: English New Zealand
Industry issues- agents speak out
Q&A Advisor Association: TIECA
Agency of the month

Course Guide
Business English in UK


Showing your worth

by Nicola Hancox, Editor of Study Travel Magazine

It’s not every day that data you have collated gets cited in a government report! As part of a strategic paper, the Department of Business, Innovation and Skills (BIS) – a ministerial department of the UK government – analysed the value of education exports, challenges the sector faced and how it plans to harness this valuable commodity (see page 7). It was able to gauge the entire education sector’s suspected worth by using STM’s Global Market Report to highlight the ELT sector’s contribution to the UK economy (US$4 billion in 2011). It is good to see government, or at least a department within it, delivering a strategy that aims to showcase export education’s value to a country’s economy. However, no sooner does something like this get published, criticism (with some degree of validity) emerges. A representative from a UK university warned that a strategy of this nature should be about more than just income and international student recruitment (BIS has ambitiously forecast a 15-to-20 per cent increase in the number of overseas students in the next five years).

Seeing any strategy through from inception to implementation can be lengthy and, for those directly involved, arduous; an adjective key education bodies in Australia are only too familiar with (see page 6). Sick of the sheer amount of reviews and strategies in relation to international education that have been proposed (and fallen by the wayside) they have joined forces. “It’s time for action!” they chorused. This call to action comes at a time when Australia is at a political crossroads (at the time of writing elections were imminent) and response from the current opposition party has been positive. We’ll be keeping a close eye on the ‘action’ as it unfolds.

It is always interesting to hear from industry associations (both educators and agents) who review, annually, what they have achieved and what challenges have proved (to borrow a phrase) ‘resource-hungry’. For South African language school association, EduSA, it’s government recognition. However, all members will soon be accredited under the auspices of the Services Sector Education and Training Authority, which should help open up the lines of communication with a government, who are yet to embrace its small, but perfectly formed export education industry (page 15).

Meanwhile, we look at the part social media plays in schools’ marketing efforts (see page 32). Yes, it’s a cheap and effective way to reach potential students but does it negate the agent/school relationship? According to canvassed agents, no. Some believe it is a powerful tool that can actually help them better promote a school partner. Others argue, as an online platform, it can never replace the face-to-face services they provide.

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