Education to Sweden

(Last updated: 13 Jul 2007)

Trends and opportunities

The market

International education in Scandinavia is highly political and distinguishes the region from European counterparts. Respective governments finance international study for Scandinavian students. A complex combination of study grants and loans are available for the higher education sector.

Swedish students are eligible for government grants and loans for higher education studies overseas. Sweden evaluates the grants given to students annually. Students can also apply for financial assistance toward some vocational education (minimum Certificate IV) programs. However, the majority of the assistance is through a loan, so Swedish students seriously consider the type of international study as being of relevance in their home country, when they return.

Although Sweden provides financial assistance toward English language studies, this is currently restricted to countries within Europe. Therefore, funds have to be aided by the students themselves for this type of study in non-European countries (unless the English language course is arranged to commence prior to a university study outside the EU).

The majority of students undertaking overseas study fall in to the 18-25 year age group.

The major impediments to further growth include:

• Tuition-free education within Nordic countries.
• Increasing intra-European competition fuelled by EU integration.
• Reports about the rising tuition fees in Australia.
• Government funding extends only to the higher education sector and some vocational level programs.

Opportunities

There are opportunities in Scandinavia to form institutional linkages via joint ventures, twinning and other cooperative arrangements.

The most common form of representation with regard to student recruitment is usage of local education agents in the Scandinavian market. However, increasingly more Scandinavian students are utilising the Internet in sourcing information about study opportunities, with some students enrolling online direct with the institution. Word-of-mouth will be a support for this type of direct enrolment.

There is a strong tradition in Scandinavia towards adult education, but this type of education is normally sourced locally.

Competitive environment

Australia’s main competition comes from the UK, given their close proximity, European Union (EU) membership, and lower student fees for EU signatories. However, Australia is rapidly encroaching upon the UK’s traditional dominance. Outside Europe, Australia is gaining market share from the USA.

Tariffs, regulations and customs

Industry standards

The respective governments in Scandinavia finance and support international study for Scandinavian students. A complex combination of study grants and loans is available for the higher education sector. Study options and tuition throughout Scandinavia are free for nationals, and can be frequently extended to international tertiary students choosing to study in Scandinavia.

Although Denmark and Sweden have not embraced full European Union (EU) membership, and Norway voted against membership, the EU’s integrationist policy regarding education is currently being adopted throughout the Scandinavian region. All the Scandinavian countries intend to harmonise Europe’s education system and base it on the UK model - Bachelors, Masters and Ph.D.

Marketing your products and services

Market entry

Be aware of the following issues:

• Don't assume that there are no cultural differences between Scandinavians.
• Don't engage in overly commercial behaviour when liasing with Scandinavian institutions. The mutual benefits accruing from a potential partnership should be emphasised, rather than the need to ‘seal a deal’.
• Avoid scheduling meetings during the summer period – July and August. Many Scandinavians are on holiday during this period.
• Don't assume that Scandinavians will be comfortable with ‘home-stay/closely monitored students services’. Scandinavian students are very independent, and the concept of hierarchical structures is not well accepted in the region.

Consider the following:

• Establish and cultivate links with agents.
• Visit the market regularly and participate in AEI/Austrade recommended fairs.
• Arrange appointments with in-market contacts – be punctual for appointments.
• Appreciate the political nature of international education in Scandinavia.
• Show commitment to the market by producing marketing materials in the local language.

Annual education trade fairs in Scandinavia normally run during the period November-February; these events are good opportunities to raise awareness. However, quite a large portion of visitors are from upper-secondary school with the majority unsure about the type of future studies of interest.

Since many students source information via the Internet, advertising should be undertaken to promote your institution in the education publications, with some students enrolling online direct with the institution. Word-of-mouth will be a support for this type of direct enrolment. Online search engine/databases are also emerging.

Links and industry contacts

Education-related resources

Swedish National Board of Student Aid (CSN) - www.csn.se
Lotjtnantsgatan 21
103 96 Stockholm
Sweden
Tel: (46 86) 74 479
Fax: (46 86) 74 5656