(Last updated: 9 Dec 2010)

Trends and opportunities

The market

Education remains inequitably distributed among various income groups and regions in the country. Literacy and participation rates are below those in other South Asian countries with similar level of economic development and educational institutions lack physical facilities. The target of minimum essential requirement of competencies for quality education has not yet been achieved.

The education system of Pakistan is facing some serious problems:

• It is lacking adequate funds for proper infrastructure development.
• There are many parallel education systems existing in Pakistan which foment discrimination and create disparities among the people.
• There is lack of creative and practical education that could provide fuel for research and innovation in the society.
• The education system is unable to meet personality needs of students that encourage them to participate in the community and become functioning members of society.
• Faculty lacks proper training and shows negligence towards its duties. It is unable to provide a role model for the students.

The Federal Ministry of Education in Islamabad has overall responsibility for education in the country. The provincial education departments are responsible for duties such as curriculum development, teacher training and, in collaboration with local universities, for examination and certification.

There are approximately over 150 colleges and universities based in the major cities of Pakistan. The demand for places exceeds their availability. While the private sector has had some impact in soaking up the excess demand for places, there are a significant number of people for whom studying abroad is the preferred option for reasons mentioned above but also to compete in the job market as well.

Opportunities

The education and training sector has been one of the major contributors of Australian services exports into Pakistan market.

Australia is increasingly being recognised as a supplier of a quality education services, with very significant advantages in terms of cost vis a vis UK and USA. To ensure that Australian education providers remain interested and committed to the market, Austrade works closely with both agents and institutions to value add and extend full cooperation and assistance to sustain and increase market share.

The market demand has doubled over the last three years but one of the major constrain to this growth has been the political and economic instability in addition to travel advisory with certain travel restrictions, issues such as lengthy student visa process (now shifted to Adelaide), and less participation/visit of institutions’ representative in the education events or interview/seminar programs.

There is substantial demand in Pakistan from students, parents and employers for private quality higher education along with a willingness and capacity to pay comparatively high fees. Private institutions are seeking affiliations with universities abroad to ensure they offer information and training that is of international standards.

International donor agencies such as DFID and USAID are funding various projects focusing on teacher’s training and capacity building of the public sector institutions.

In response to increased trade competition and need for a high performing work force, the Government of Pakistan is strongly emphasising vocational training.

Australia’s vocational education and training (VET) system delivers training that is practical and career-oriented could service some of this demand.

The online delivery of programs has potential where Pakistani residents wish to enhance their skills, but are not able to undertake long-term study out of the country. Hospitality is one area where distance education is a preferred option.

Doing business in Pakistan is not without hurdles. Security concerns, inadequate infrastructure and differences in business culture are some of the major challenges faced by Australian institutions or exporters, but the opportunities are not to be underestimated.

Competitive environment

The USA, the UK and Australia are the three destinations most popular with Pakistani students. Most students at the Bachelor’s or Master’s Degree level locally are looking for opportunities to study abroad, often while they complete their Pakistani studies.

An overseas qualification improves chances of gaining a better opportunity in the job market.

Tariffs, regulations and customs

The Federal Board of Revenue, Government of Pakistan has detailed information on Pakistan tariffs and regulations.

Industry standards

Education in Pakistan is based primarily on the British system.

Ten years of primary/secondary school is followed by college, where two more years of higher secondary schooling or intermediate study takes place. This entails specialised preparation for specific areas of future study, eg. students wishing to undertake medical studies must choose the ‘pre-medical’ group of subjects.

Two more years of education are then completed for a Bachelor’s degree. Professional and technical areas such as medicine and engineering take an additional four to five years after intermediate.

Marketing your products and services

Market entry

In the general education market, Australia is cost competitive. The high quality and consistency of Australian education standards, along with lifestyle, climate and religious harmony are major selling points.

There are hundreds of education agents active in Pakistan market for education services, of which number of education agents represents almost every single institutions of Australia in Pakistan market. Austrade works closely with those agents who are already active with Australian institutions and encourage and qualify new potential agents for more representations from Australia.

In order to be fully successful in Pakistan market, you must have the following:

• A competitive educational discipline/program to offer
• A competitive education agent
• A competitive mentor

Austrade Pakistan has developed a close contact with the majority of the Australian institutions for Pakistan market, which includes working with their local education agents to assist them with events/recruitment seminars, promoting Australian institutions through different promotional strategies, ie attending/representing through major educational events or website promotions.

Australian education providers are advised to consider the Pakistan education calendar when marketing their program. Besides the timing, education providers need to consider the type of promotions that suit its programs. Attending the major education exhibition series is an efficient means to gauge the market and gain the intelligence to plan market entry strategies.

In general, Internet usage has been on rise since last few years; therefore, promotion through internet could be a good mean of creating awareness among Pakistani students about your programs.

Distribution channels

Different promotional channels are in place, ie. institutions, individual visit programs, agents, mini exhibitions and Dawn Education Expos.

We always recommend institutions to work with local education agents in Pakistan market. For assistance, please contact Austrade.

Links and industry contacts

Education-related resources

Higher Education Commission – www.hec.gov.pk
Ministry of Education, Government of Pakistan – www.moe.gov.pk

Government, business and trade resources for Pakistan

Board of Investment – www.pakboi.gov.pk
Government of Pakistan – www.pakistan.gov.pk
Federal Board of Revenue, Taxation Department – www.fbr.gov.pk
Ministry of Finance – www.finance.gov.pk

Contact details

The Australian Trade Commission – Austrade – is the Australian Government’s trade and investment development agency.

Through Austrade’s network of offices in over 50 countries, we assist Australian companies to succeed in international business, attract productive foreign direct investment into Australia and promote Australia's education sector internationally.

For more information on how Austrade can assist you, contact us on:

Australia ph: 13 28 78 | Email: info@austrade.gov.au

A list of Austrade offices (in alphabetical order of country) is also available.