News and Opportunities
Austrade update 20 July 2011
20 Jul 2011
Austrade Update provides news about recent Austrade activities of interest to the education sector.
On this page:
Postponement of Austrade Middle East/North Africa Education Roadshow
The Austrade Middle East/North Africa (MENA) Education Roadshow that was proposed for November 2011 has been postponed until April 2012. This decision was made, after due consideration of a variety of options, because of continuing instability and the growing number of alternate agent- and organiser-run events, particularly in Jordan and Turkey.
Following the postponement of the MENA Education Roadshow, Austrade has been considering alternate promotional opportunities for Australian education institutions. We have determined that a number of events in Turkey warrant consideration, as they present opportunities for Australian institutions to promote their programs of study to prospective students and parents. The events are international exhibitions with representation from institutions from throughout the world.
Austrade Istanbul can provide a range of tailored support services to compliment the participations of Australian institutions in these events.
If you would like to discuss these Turkish events or how Austrade services can complement your marketing efforts in the Middle East please contact Mr Baris Satar, Business Development Manager, Austrade Istanbul by email or by telephone on (90 212) 243 1333.
China Education Agent Workshop 2011 held in June
Austrade China organised a workshop in Beijing on 15–16 June for Chinese education agents. This whole-of-government initiative included briefings from Austrade, Australian Education International (AEI) and the Department of Immigration and Citizenship (DIAC). The workshop was attended by more than 150 participants, mostly management and senior staff from more than 90 active education agencies across the country.
The aim of the event was to provide the agents with updated information on government policies and initiatives, which includes China’s market update and Austrade’s China 2011–12 marketing plan; AEI’s strategic plan and activities; recent developments in Australian international education; and DIAC’s update on the student visa program. The new brand for Australian education — Future Unlimited — and the redevelopment of the SIA website were also introduced, arousing keen interest from the participants. Positive feedback was received from 98 per cent of the participants, with many agents saying that the Australian Government takes partnership with agents very seriously.
The event also provided an excellent opportunity to hear suggestions from agents and brainstorm new ideas on ways stakeholders could work more effectively in jointly promoting Australian education in China. Interestingly, most agents expressed their aspiration for enhanced support from Australian instiutitions, particularly in the following areas:
- control of rising tuition fees, which they consider are currently too expensive
- joining more agent events to enhance student recruitment, especially those in second- and third-tier cities
- sharing more marketing materials (brochures and DVDs)
- more scholarships
- quicker response to enquiries and applications
- showcasing alumni stories
- more training support to share information on course rankings, student successful graduate rate, graduate employment rate, salary rankings, and local employment status
- assisting students, if possible, with access to internship opportunities, job placements or other activities to build their working experience and career development.
Education agents are viewed as the most valuable partners in marketing Australian international education in China. Working closely with agents is fundamental to the promotion of Australian education at both the institutional and national level, particularly in the face of fierce competition from other English speaking countries in the market, such as the USA and UK.
Australian education providers are encouraged to continue to highlight Australia’s strengths in education and also develop appropriate marketing strategies in response to China agents’ aspirations as reflected in the China agent workshop 2011, as well as in the recent agent survey conducted by Austrade China.
Austrade Education Regional Outreach in Gwangju
Austrade Seoul undertook Education Regional Outreach in Gwangju on 23 June, in an event attended by 20 representatives from local universities and junior colleges. The outreach program is aimed at strengthening relationships with local universities and junior colleges from the Gwangju region.
Austrade provided comprehensive presentations to Korean participants, with an overview of the Australian education system, future opportunities concerning international activities with Australian education providers and information on how to efficiently work with Australian institutions.
The Korean participants also took the chance to introduce their current international relationships with foreign institutions, enabling the Austrade education team to better understand each individual institutions’ current trends, barriers, opportunities, expectations and needs with regards to international collaborative activities.
The following feedback was received from participants with regard to Australian education institutions:
- Australian institutions are perceived as being very commercially-minded or one-sided, with the aim of simply recruiting students from Korea, rather than engaging in two-way exchanges or collaborative activities.
- Many internship programs in Australia have been conducted, especially in private VET colleges. In many cases poorly operated or ‘dodgy’ agents have been involved and students have been disappointed by the quality of work experience offered.
- The Philippines is also recognised as a popular destination among the institutions in Gwangju that send student groups overseas for short-term English studies. Due to the low cost of English language programs in the Philippines, Korean universities and junior colleges are able to send more students to the Philippines than most other English-speaking countries.
The next education regional outreach is scheduled to be held in Daejeon on 1–2 September. Austrade invites any Australian institutions that might be in Korea at that time to attend the event as observers.
Austrade Southeast and South Asia high school counsellors’ mission
Austrade in Southeast Asia and South Asia recently conducted the 2011 High School Counsellors Mission to Australia. A group of 32 guidance counsellors and principals from India, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam participated. The program consisted of visits to a range of provider campuses in Sydney, Brisbane and Melbourne to interact with institution representatives and state allies.
High school guidance counsellors and principals are considered crucial in influencing their students’ decisions on study destinations and programs. The purpose of the trip was for them to experience the quality of education in Australia and engage key education providers.
The delegation members represented the top schools in their respective countries, and presented the best target for international education. The schools were selected by peak bodies in each market. It was the first visit to Australia for many of the delegates, and they found the Australian education system, learning environment, facilities and other support services for students extremely interesting and impressive.
Focus areas selected by the counsellors and principals included higher education, vocational education and training, schools and ELICOS. The trip was run in partnership with peak bodies, which had invited their members and coordinated expressions of interest. Among the partner organisations were Universities Australia, TAFE Directors Australia, English Australia, and state education bodies.
The mission was grouped into three delegations, visiting education providers in two cities within a week. The itineraries were Sydney and Brisbane (28 May to 4 June) and Sydney and Melbourne (26 June to 2 July). Because of the recent volcanic ash cloud over Australia, the scheduled trips to Adelaide and Perth were cancelled at the last minute.
Feedback was positive, and the mission provided a unique opportunity to highlight programs and facilities to the largest regional student market for Australia, as well as explore potential linkages between institutions.
Guidance counsellors from the Philippines and Indonesia on a visit to UNSW
Australian Alumni Awards 2011 in Indonesia
The fourth Australian Alumni Awards in Indonesia was held on 11 June 2011 at the Four Seasons Hotel in Jakarta. The reception was held to acknowledge contributions to Indonesia’s development by Indonesians who have studied at Australian schools, universities and technical colleges.
Australian Ambassador to Indonesia, Mr Greg Moriarty, who hosted the event, said the strong educational links shared between the two countries have built enduring relationships at the individual, faculty, institutional and country level.
There were 11 award categories, with the winners chosen by an independent panel of fellow alumni:
- Excellence in Education: Dr Muhammad Zuhdi, alumnus of the University of New South Wales
- Research and Innovation: Professor Endang Sukara, alumnus of the University of Queensland
- Sustainable Economic and Social Development: Dr Ahmad Agus Setiawan, alumnus of Curtin University
- Culture and the Arts: Ms Kestity A Pringgoharjono, alumnus of Macquarie University
- Journalism and Media: Ms Valerina Daniel, alumnus of Monash University
- Excellence in National Defence: Marsdya TNI Eris Herryanto, alumnus of Deakin University and the Australian Defence College
- Excellence in National Security: Laksdya TNI Y Didik Heru Purnomo, alumnus of Australian Defence Joint Service Staff College
- Entrepreneurship: Ms Ligwina Poerwo-Hananto, alumnus of Curtin University of Technology
- Business Leadership: Ms Amalia Fahmi, alumnus of La Trobe University
- Outstanding Young Alumni: Ms Kamila Andini, alumnus of Deakin University
The Distinguished Alumni Award was presented to Vice President Prof Dr Boediono, an alumnus of the University of Western Australia and Monash University; and to Vice Trade Minister Mr Mahendra Siregar, an alumnus of Monash University.
Six of this year’s winners, including Prof Dr Boediono and Mr Siregar, were previous recipients of Australia Awards scholarships. The reception is an important annual networking function for the Australian Embassy and Australian alumni community.
Korean journalist invited to visit Australia
Austrade Korea initiated a journalist visit to Australia from 14–17 June to raise the profile of Australian higher education in South Korea. The trip resulted in two articles based on Australian universities and Korean exchange students being printed in the Chosun Daily, Korea’s most subscribed newspaper.
South Korea is the third-largest source of international students studying in Australia but a mere 26 per cent of these students were enrolled in higher education institutes in 2010. An increase in enrolments in higher education is considered essential to the long-term growth of Australian education in South Korea.
The Chosun Daily was selected as the media outlet for the initiative because of its high readership among the 30–50 age group of upper-middle class readers — a key market segment. The head of the newspaper’s education team visited three Group of Eight universities in NSW and Victoria, where he interviewed the universities’ Pro-Vice-Chancellors, as well as taking time to hear perspectives from Korean students studying in Australia.
The Chosun Daily article is available here.
An English translation is available here.
The second article, to be published in September, will focus on employment outcomes for Korean graduates of Australian Universities, a key issue given the competitiveness of the Korean employment market. The article will look at the practical skills gained from Australian education and how this is helping the employability of graduates. The article will also touch on South Korean corporations and their growing recruitment activities in Australia.
Marketing through the media is considered a very effective way for Australian education to raise its profile in the South Korean market and better place it against rivals such as the USA, considered by Koreans as the best destination for higher education.