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(Last updated: 6 Feb 2009)
Trends and opportunities
The market
Each year, an estimated 50,000 Turkish students travel abroad for higher education. Favoured destinations are the USA, the UK, Europe and increasingly Canada, New Zealand and Australia.
From a demographical perspective, the potential for Australia to provide educational services to Turkey is significant. Turkey has a young population with about 50 per cent under the age of 30.
Competition for university admission in Turkey is fierce – over 1.7 million Turkish students sit for around 500,000 university places, including two-year associate degrees; only an average of less than one in four is successful.
There are only 260,000 Bachelor program places available, and a student must score at least 120 points in a national examination to be able to apply for their choice of Bachelor’s degree.
University entrance exam system will change in 2010 where a two-staged exam system will be developed. Students will first sit through an election exam, and then placement exam in five different subjects depending on their choice of subject of study.
There are 94 state universities and 36 private (foundation) universities – of varying standards. On average, private university tuition fees are approximately A$12,000-A$15,000 per annum. Higher reputation universities cost as high as A$19,000-20,000
Australian student visas are issued in Ankara. The recent reduction in the student visa Assessment Level to Level 2 for higher education is an incentive for Australian Higher Education Institutions. For other subclasses, Assessment Level remains Level 3.
Opportunities
Opportunities exist for the recruitment of Turkish students to Australia in the following areas:
- English Language Intensive Course for Overseas Students (ELICOS)
- Commercial colleges
- Technical and Further Education (TAFE)
- Undergraduate studies
- Postgraduate studies
The sectors of most interest to Turkish students include:
- business
- banking
- engineering
- finance
- information technology
- media-related courses
Most students require English language programs training in Australia prior to commencing other courses. There is an increasing market for postgraduates from Turkish institutions and young professionals wanting to improve their English for career advancement.
Distance learning is relatively poorly understood by the Turkish market. Students are familiar with Turkey’s own form of distance education, which is of poor quality and with very few students who graduate.
Competitive environment
The academic year in Turkey runs from mid-September (universities commence early-October) to mid-June. University entrance examination results are announced mid-July and university enrolments take place mid-September.
Prime student-recruitment periods are April, May, September and October. The majority of students come from Istanbul – Turkey's largest and richest city.
The favoured destinations for Turkish students studying overseas are the USA, the EU (especially Germany, France and the UK, and increasingly Australia, Canada and New Zealand). Germany accounts 53 per cent of Turkish students undertaking higher education abroad; however, most of these students are drawn from the resident population of Turkish citizens in those countries.
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Marketing your products and services
Market entry
Turkey is an emerging market for Australian education institutions. The most effective means to enter the education sector are to:
- Identify and appoint a reliable agent to recruit and guide prospective students
- Create general in-market awareness of the availability and advantages of studying at a particular institution
Austrade can assist institutions identify prospective agents.
Education exhibitions provide a traditional means to marketing education services in Turkey. There are several exhibitions held throughout the year by private sector fair organisers and increasingly by agents. Fairs are held in Istanbul, Ankara and Izmir.
Austrade can assist Australian suppliers in selecting the right fair to attend or, alternatively, assist in organising seminars.
To generate awareness of Australian educational services, Austrade established a Turkish-language website that provides generic information on studying in Australia and links directly to participating Australian institutions. The website promotes the advantages of studying in Australia and provides general ‘how-to’ information such as applying for student visas. It is updated regularly to flag pending visits by Australian education representatives to Turkey.
The website provides low-cost year-round promotion in the language of the student and parents. Austrade promotes the website by placing articles in the local media and by attending student fairs.
In general, Austrade promotes Australian educations suppliers using all promotional outlets as well as placing advertisements in student magazines. Austrade maintains stands at selected exhibitions and will often conduct seminars at these exhibitions.
Institutions considering entering the Turkish market are encouraged to register with the website as well as supplementing its marketing activities with seminars during visits to Turkey.
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Links and industry contacts
Education-related resources
Austrade Turkey's education website (in Turkish) – www.egitimplus.com
The Council of Turkish Higher Education – www.yok.gov.tr
Ministry of Education – www.meb.gov.tr
The National Library – www.mkutup.gov.tr
Turkish Education Foundation (in Turkish) – www.forsnet.com.tr
Australian resources
Turkish Embassy
60 Mugga Way
Red Hill ACT 2603
Tel: +61 2 6295 0227
Fax: +61 2 6239 6592
Turkish Consulate-General – Sydney
66 Ocean Street
Woollahra NSW 2025
Tel: +61 2 9328 1155
Fax: +61 2 9362 4533
Turkish Consulate-General – Melbourne
Level 8, 24 Albert Road
South Melbourne VIC 3205
PO Box 323 South Melbourne VIC 3205
Tel: +61 3 9696 6046
Fax: +61 3 9696 6104
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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 |
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