|
|
|
(Last updated: 22 July 2008)
Trends and opportunities
The market
Korea continues to be Australia’s third largest source country for international students, following China and India. According to Korean Government statistics, Australia is the fourth most popular destination for Koreans, after the US, UK and China. In 2007 the number of Korean students in Australia increased by over 10 per cent to 34,600.
New government education reform plans aimed at helping students acquire better spoken English, is likely to see even more students enrol in TESOL and professional development programs in Australia.
Koreans of all ages are focused on improving their knowledge, skills and expertise, particularly in English language, to increase their chances in a competitive job market, where 82 per cent of students continue on to higher education and unemployment among 15-29 year olds at 6.7 per cent is more than double the total unemployment rate. Many consider they can gain a ‘competitive edge’ by studying overseas.
Enabling this off-shore flow, the Korean won has appreciated by 13.2 per cent against the US dollar (2.5 per cent against the Australian dollar) since mid-2005 and the number of affluent households continues to increase. The Bank of Korea reported that in 2006, 430,000 Koreans spent over A$4.7 billion on overseas study and unofficial estimates the number of students and the value to increase substantially.
Koreans are focused on securing the best education to stay competitive in a tight employment market. More than 50 per cent of Korean students spend a year in an English-speaking country to learn the language and culture, as they need to know English in order to find a job after graduation.
Many Koreans consider foreign companies, which are continuing to increase in number and size, a ‘desirable’ place to work. They can also exert influence over Korean business practices, particularly in sectors (for example, financial services) where Korea is still maturing.
Opportunities
The education market in career is very healthy and growing – particularly in the school and higher education sectors.
A valuable niche in the higher education sector, which Australia has yet to penetrate, is that of mid-career professionals seeking postgraduate research and/or training. This market includes thousands of fully funded one to two-year Korean Government scholarships annually. Strong alumni networks and perceived advantages – in particular free school education for accompanying dependants – has ensured that the US and UK continue to attract 90 per cent of these influential students. Attracting more scholarship recipients to Australia would have immediate economic benefits (most take their families), and could also have a significant positive flow-on effect for the broader political and economic relationship.
Another higher education opportunity is in trans-national education. Since the government relaxed restrictions in 2005, universities and colleges now offer full/joint/dual diploma/degree programs with international partners as a way to attract domestic students. Australia has a growing profile in this area.
Joint/dual degree arrangements could also be attractive to domestic Australian-born Koreans who, when seeking to work in Korea later, would find a Korean university alumni connection useful.
The rapid growth in the schools sector can be largely attributed to the intense competition among Koreans to enter a prestigious university and dissatisfaction with the options in Korea. This has resulted in many separated families, termed 'kirogi appa' in Korean (literally ‘wild goose father’), where the father remains in Korea to finance his family’s education overseas. This is a highly sensitive social issue, which is of great concern to the Korean Government and of which all Australian stakeholders need be aware.
Growth in school enrolments can be stimulated further by positive exposure to Australian education at the earliest possible age, for example through Australian teachers, sister school relationships, e-English classes or online teacher/classmate exchange. Opportunities like these exist now as the government seeks to strengthen English teaching in schools.
Competitive environment
Until recently, Australia has enjoyed an uncluttered market, however, since 2006 traditional competitor countries have become more aggressive and new competitors have started entering the market.
Korea is now a target market for many countries, including new competitors from Asia and Europe. Korea itself is seeking to become a competitor. Smart, focused, sustained and collaborative efforts by all stakeholders will be needed for Australia to maintain its position at the top.
|
 |
|
|
Tariffs, regulations and customs
There is no specific industry standard requirement applied to international education and training service providers. |
|
|
|
Marketing your products and services
Market entry
Korea is not an easy market and success is not usually without strategically dedicating time, energy and resources. Nevertheless, it continues to offer good potential for Australian providers.
As a general rule, exporters tend to use agents for promoting the school sector and Australia's English Language Intensive Courses for Overseas Students (ELICOS), whereas the University sector relies more on direct marketing through exhibitions and building partnerships with sister universities. The vocational education and training sector tends to use both methods of marketing.
The Austrade and Australian Education International can advise you on entering the Korean market.
Below is a list of key issues to consider:
- Understand the Korean market and the needs and concerns of the Korean student and their parents, including by reviewing market intelligence on Korea and devising promotional material that suits a Korean audience.
- Distil and articulate clearly and precisely how your institution can help Korean students become what Korean employers are looking for and how you can help them get the balance right between both their Korean and overseas education.
- Identify what your institution does that is demonstrably world-class. Highlight your achievements in research, innovation, employment, your global networks, your international influence and demonstrate real outcomes of your current and former Korean graduates.
- Show how your institution supports Korean students to gain an integrated and full experience, including homestay, jobs, work experience, internships, and interaction with students outside the Korean community comfort zone.
- Highlight your institution’s links to Korea (create them if you don’t have any) and show students how they can use these linkages to establish Korean networks and alumni even while studying in Australia, for example through dual/joint degrees, articulation programs, study abroad years (in particular with the top 10-20 Korean universities).
- Prepare quality Korean-language promotional materials. AEI can help you translate, edit, proof and print the material if necessary. If you choose to use another translator, you should ask a Korean speaker (not the translator) familiar with your institution to check the material once it has been translated to make sure it is accurate.
- Create at least one Korean-language webpage on your institutional website and link it to AEI Korea's website and to your agents' or other in-country representatives’ Korean websites to make sure prospective students don’t ‘fall out’ of the Internet loop. This could be a simple introduction with details for a Korean-speaking contact or ideally video testimonials from former or current Korean students and a virtual tour of the campus, surrounds, accommodation and other aspects student life.
- Communicate consistent key messages about the quality and benefits of your institution through, and between the Korean-language Internet and media, your alumni (and their family and friends), your Korean institutional partners and your agents.
- Offer scholarships (or discounts presented as scholarships) to draw attention to your institution and make strategic use of the Australian Government’s Endeavour Scholarships program to strengthen academic and professional connections and build elite Korean alumni and networks.
- Visit Korea at least once, but preferably twice or more a year. Visits need not be limited to marketing staff. Encourage your academic staff to visit.
- Cultivate productive Korean institutional partnerships. Hundreds of schools, colleges and universities are keen to establish linkages with overseas partners.
- Cultivate good agents by selecting AES or EATC qualified agents and then maintaining regular contact, including training, preferably by the same person within your office. Good personal relations are important for successful collaboration in Korea.
- Attend Australian Government education exhibitions, notably the annual Austrade-led student fair held in late October, and consider hosting alumni events, Korean partnership building activities, and/or agent training, in the week leading up to the exhibition.
- Ask for advice and support. Austrade and AEI have a wealth of experience, contacts, insights and ideas. We are always happy to chat with you about how you might enhance your presence in Korea.
(Source: Market overview for the Republic of Korea – Australian Education International)
|
 |
|
|
|
Contact details
The Australian Trade Commission (Austrade) is the Australian Government’s trade and investment development agency, operating as a statutory agency within the Foreign Affairs and Trade portfolio.
Austrade assists Australian businesses contribute to national prosperity by succeeding in trade and investment, internationally, and promoting and supporting productive foreign investment into Australia.
Austrade:
- Delivers services that assist Australian businesses initiate, sustain and grow trade and outward investment.
- Promotes Australia as an inward investment destination and, with the States and Territories, supports the inflow of productive foreign direct investment.
- Administers the Export Market Development Grants scheme.
- Undertakes initiatives designed to improve community awareness of, and commitment to, international trade and investment.
- Provides advice to the Australian Government on its trade and investment development activities.
- Delivers consular, passport and other government services in designated overseas locations.
A list of Austrade offices (in alphabetical order of country) is available.
More information
For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au |
|
Share this content
|
|
|
|
|
Export Update
Austrade's monthly eNewsletter bringing you all the latest export-related news and events within Australia and overseas. |
Export Opportunities
Register on the online database - a useful tool in identifying international business leads to support your firm’s export strategy. |
Case studies
Austrade has profiled over 100 companies from a range of industries and markets, all over Australia. Read these case studies.
|
|
|
|
|