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Study Australia Masterclass success in South Asia

23 Aug 2021

Austrade has delivered the ‘Study Australia Masterclass series’ to showcase Australian education capabilities in STEM, healthcare, IT and management to students and other key education stakeholders.

Developed as an initiative of Austrade’s Digital Education Hub program, the Study Australia Masterclass Live Series and Library project has been designed to engage the global student and education community. This includes current students unable to study onshore due to travel restrictions, as well as alumni, prospective students and partners.

The South Asia Live Masterclass Series was presented in partnership with Times Higher Education (THE), with THE global sector experts providing an introductory analysis of Australia’s expertise in the masterclass field of study. Following each live masterclass, an interactive Q&A session enabled audience members to ask questions of the academic presenter, creating interesting and though-provoking discussion.

As previously reported on the 28 June, the masterclass videos feature leading academics discussing seven global issues, from space exploration, artificial intelligence, climate change, to infectious diseases and strategy in an uncertain world.

The promotion of the event included two phases — driving traffic to our registration platform and live events, and showcasing the Masterclass library on the Study Australia website as a standing resource. 

The promotional video exceeded 10.3 million views, and there were over 289,000 click-throughs to the registration landing page, generating over 11,000 registrations and with 2,369 attendees.

The second phase of this promotion ran from 6–23 July and used organic global social media channels, as well as paid promotional campaigns to direct traffic to the Masterclass library on the Study Australia website. This campaign reached over 4.3 million people, across 14.7 million impressions and 1.29 million click-throughs to the website.

The Australian masterclass series is one of the key projects from Austrade international education team in South Asia under the Australia-India Business Exchange (AIBX) platform.

The new format of the Australian masterclasses was unique with high quality pre-recorded videos involving eminent speakers engaging with audiences, during the event.

With global reach, the Masterclass Library will become a permanent feature of the Study Australia website. Additional classes and live events across different regions are being planned over next year, which will include recorded masterclass content. Currently the content library is available on the Study Australia website.