Education Marketing and Services

"Just back from where we won the Australian Training Marketing award for "Business Developer of the Year". I must confess a lot of credit goes back to AIEC for providing regular and meaningful tools and ideas for virtual market analysis." A Regional Queensland TAFE November 2009

News:

For latest news on international education marketing see AIEC blog.

Advertisers urged to analyse and evaluate their marketing and promotional spends.

 

International Education Web Marketing News Inbound versus Outbound. Latest news on effective and economic marketing using the internet, inbound web marketing versus traditional outbound. Plus related SEO search engine optmisation techniques from Australian Personal Computer.

EUROPE: Bologna magazine sums up progress. The Hungarian and Austrian Ministers for Science and Research, Education and Culture who were responsible for the 2010 Bologna ministerial meeting have released a magazine summing up the Bologna achievements and capturing many of its dimensions.

 

 

Australian Tourism Online eMarketing Kit.  The ATDW Australian Tourism Data Warehouse and its partners have launched Version 4 of the Tourism e-kit for virtual marketing. This highly successful industry education program has been downloaded over 157,000 times.  It contains updates and new information to assist the tourism, and also education,  industry to make the most of your online opportunities.  Why not use this freely available resource as a training tool  within your own organisation?

Online Virtual International Education Marketing. Effective virtual, online or eMarketing is not technical and is merely good marketing practice and allows quantum leaps in the communication channel and analysis components of marketing and promotions, i.e. “electronic social anthropology”.

 

Tourism Australia's new marketing campaign "Nothing like Australia" from Thumbrella.

University Fairs ­ For International Student Recruitment.  Get a unique in-depth knowledge of some of the industries top performing international education fairs, carefully selected from around the world and book your fair participation online with the University Fairs website.

Internet Marketing Innovation 'will draw tourists'  Younger tourism operators with fresh ideas should be driving the tourism industry in the Murray Valley, a leading marketing and promotions director said in Albury yesterday.... Shane Strudwick said that too often the industry was controlled by old style government bodies or tourism boards dominated by older people not keen on innovation or not fully aware of the way the internet had changed how tourists planned holidays.... Same for international education?

Why the Australian education industry can learn from 9/11  "Spooks caught with their pants down.The intelligence community has failed to learn the lessons of 2001..(re. Nigerian terrorist Abdulmuttalab)".  This could also be an analogy for the Australian international education industry especially regarding the Indian market (and related e.g. China).

Industry queries Austrade role.  THE international education sector is expected to renew its call for an independent body to advise on strategy after being surprised and disappointed by the government making Austrade responsible for promoting the industry.   The industry is worried the move risks sending a message that international education is valued largely as an export earner. 

One of the world's biggest student recruitment companies, IDP, has just recruited 11 US institutions as customers of its international student placement services. The Australian-based  firm is jointly owned by 38 Australian universities, is a leading online recruitment company and is one-third owner of the IELTS English proficiency testing system with the British Council and Cambridge University.

Forrester Research put out a great report on US Interactive Marketing Spend recently showing where marketers believe effectiveness will increase and decrease in the next three years. The three biggest expected INCREASES were in Created social media, Online video and Search engine optimisation (SEO). 

ATDW Australian Tourism Data Warehouse Tourism e-kit.  Written by experts but understood by everyone.  The online tourism education e-kit is an initiative of the National Online Strategy Committee and is funded by all Australian State and Territory tourism offices.

Free Online E-Marketing Course Devoured by Australian Tourism Operators.  The new Tourism e-kit, the country’s largest free online e-marketing course for Australian tourism operators, hits record breaking consumption today unprecedented in the history of the industry and providing more than a piece meal of information.

AIEC QUEST Australian International Education Centre also has profile on LinkedIn and member of groups related to international and education eMarketing and recruitment using virtual aor online channels. 

English New Zealand Surveying Student Attitudes English NZ is working with a UK based group, i-graduate, to lead the way in global survey of student satisfaction.  The online survey will will be used as a basis for international benchmarking once other countries come on board.

"Lower fees for foreign students" Universities must be ready to lower the fees they charge international students if they are to continue to enjoy the benefits financial and otherwise, that they bring. John Gill, THES, 25 Sep 2008

Marketing Offer for Central Eastern Europe and Turkey till end 2010. AIEC will be using virtual channels to assist in market development in Hungary, U.K., Serbia, Croatia, Slovenia, Turkey, Romania, Iran, Austria and Germany with subscribing partners. The next phase for 2010 will focus uponTurkey and is still open. 

There seems to be a misinterpretation by education institution International Offices of what marketing is, like many businesses in Hungary:

 

”the concept of marketing is not always clear even to those working in the field. Many interpret it as marketing communications, such as advertising and direct marketing, while in reality it is a tool in business management which ensures - through developing products, pricing policy, positioning, communication and customer research - that a given producer or provider can successfully enter a market and stay there for a long time.”

 

”Survey finds Hungarian companies still weak on marketing” http://www.realdeal.hu July 28, 2008

The Modern (Agency) Client

 "The way study clients or students use education agencies has changed over time. Nowadays, online processing and detailed information on the web is paramount in order to attract the modern client……Today zero per cent of our clients come by the office……. more and more students are happy to use online resources rather than visiting the agency office in person.

 

…….a higher proportion of Internet-based clients is also down to the fact that their customer base is expanding, which is another phenomenon to have occurred in many markets – customers happy to book from an agency not based in their region, or sometimes, country……

 

…..Rather than booking directly, market evolution to date seems to be that many students are continuing to use an agency’s service to book language courses abroad, but they may well conduct the entire booking process over the Internet, and aren’t geographically loyal….

 

…61 per cent of students in our survey indicated that they had first found the agency by browsing online.......the second most likely link was a friend’s recommendation……."

Hothouse Media  July 2008

 

AIEC Group @ EDNA  edna Groups is a free service for communication and collaboration between members of the Australian education and training community.

Blogs concerning International Marketing from Australian context in Central Eastern Europe and Turkey started 14 July 2008

Overview of web based or virtual marketing "Unlocking the doors to internet address" 

AIEC in 2009 and 2010 is assisting ASTHM Perth, Headmasters Academy Melbourne, Cambridge International College, William Angliss Institute of TAFE, James Cook University, Education & Training TAFE Western Australia and Shafston International College Brisbane & Gold Coast Queensland and Hungarian Ministry of Education Study Transfer Office with online market development and marketing in Central Eastern Europe, Turkey and Australia.

Time to stop milking the cash cow. "We should treat international students as though they were our own. The Australian higher-education system is in some ways one of the world's most globally integrated. After two decades of promoting ourselves to overseas students, we have the world's highest ratio of international to domestic students.

The benefits of this have been enormous, not only for the millions of students who have come here seeking opportunities and experiences not available at home, but also for Australia's ability to engage with our region.........A major impediment is that we treat international students differently from domestic students and in ways that appear increasingly parochial and petty".

22 October 2007

Clients, Background & Projects

Conducted education market research (using “Grounded Theory” methodology both quantitative and qualitative i.e. “consumer behaviour”) on Turkey and the Turkic Republics, commissioned and cited by Dr. Denis Blight AO, then of International Development Program IDP 1995

For Karizma Education & Consulting Turkey liaised with International House UK planned, developed language centre model, gained affiliation, established/staffed, conducted marketing and ongoing evaluations, 1997

Master of Education dissertation (Andrew Smith), “International Education: Experience of Students and Stakeholders”, Victoria University of Technology, Melbourne, 2001. Summary of Conclusions:

“Creating a qualitative paradigm representing the experience of international students and stakeholders is essential for marketing and improving quality. Little sophisticated market, social and education research has been conducted by Australian and other education institutions internationally. There is danger of institutions losing touch with both international & domestic stakeholders without ongoing market research. In Europe, Australia has minimal profile while US, Canada, UK & EU are favoured education destinations.

Australian institutions must make more use of inhouse and local resources and those already on the ground in potential markets versus infrequent visits and education fairs, for example. Potential resources include alumni, existing students, Australian educators & other professionals abroad, Australian Studies programs at university and K12, international linkages, exchange programs, tourism, commerce and culture.”

AIEC QUEST formally established to provide education and training services and marketing to MNC’s and SME’s in Hungary 2000

Invited by Austrade and the Australian Embassy Vienna to give presentation on Australian education as part of the Slovene Government’s “Australian Spring” at Ljubljana University, 2003

Participated in consortium led by Corvinus University and Transculture Kft. to submit an EU Leonardo VET funded program for the "Development of Management in Regional SME's". Other members were Krakow Chamber of Commerce, Krakow Economics University and Business & Innovation Centre Burgenland.

Placed Rotary Scholarship teacher from an Australian TAFE into Food Technology Department at Szent Istvan University Budapest

Presented with other participants including British Council, Goethe and French Institute at the Slovenian Education Ministry’s “Ad Futura”, Scholarships & Internships conference for university students at Kranska Gora. 2004

Attracted sponsorship for Pro-Four Bt. to hold the II Boomerang Film Festival and ran associated events i.e. Australian education seminars at Hungarian universities 2004

Commissioned by the George Soros founded Central European University – Graduate School of Business, Budapest to provide entry and marketing services for the Turkish market 2005-6.

AIEC QUEST presented at the Hungarian Education Ministry’s Student Information Centre’s Study Abroad Week Budapest, February and October, 2005-6

Commissioned by Deakin University to develop market in Central Europe, specifically Hungary through seminars, advertising mix and administer scholarships 2005-6 onwards

Commissioned by the University of Sydney to assist with “profile raising” via a mixed marketing strategy for Turkey including stand at IEFT Fair, seminar and very successful online banner campaign resulting in direct applications 2005

Placed wine intern formerly of La Trobe University at Corvus Winery, Bozcaada (near Gallipoli) in Turkey

AIEC consulted to ISW German Institute for Structural Policy and Economic Development (ISW Institut für Strukturpolitik und Wirtschaftsförderung gemeinnützige Gesellschaft mbH) regarding VET qualifications, delivery and international marketing. 2006

AIEC has now commenced 2010 online campaign in Turkey, Hungary and Central Eastern Europe promoting Australia as a study destination.  Active partners include James Cook University, Shafston College, William Angliss Institute of TAFE, ETI Education & Training International WA and Cambridge International College, and many other indirect partners who benefit.

How can AIEC QUEST assist your Marketing Efforts?

In Central & Eastern Europe and Turkey Australia has limited profile and does not feature as first choice study destination. Generally fairs, exhibitions and seminars are not recommended as they are of questionable effectiveness without Australia having a profile and limited audience reach.

In these same markets print media circulation is decreasing while internet penetration amongst younger generation is very high and traffic or unique users far exceeds that for newspapers.

We estimate “word of mouth” via classmates, friends, colleagues & family is responsible for up to 90% of all applications, followed by online up to 75%, while exhibitions, seminars and print advertising 5% or less. We generally suggest that Australian institutions should cooperate together in these markets to gain both cost advantage and through critical mass, greater impact.

Online marketing is by far the most effective and economic form of marketing where Australia has limited profile, but only if direct enquiries to your institution are monitored!

1. Briefing our client through QUEST’s accumulated quantitative and qualitative market intelligence resources "grounding" future strategy.

2. Learn why existing students or alumni chose your institution and feedback on their experience. Every international student chose your institution for a reason and the majority are influenced by existing students and alumni, i.e. "word of mouth".

3. Develop a "sustainable" strategy and refine product or service over time including a variety of effective marketing channels e.g. private school counsellors, online marketing options, monitoring of enquiries both ends and then with interest generated, potential for further activities e.g. visit/seminars.

4 . Evaluate online feedback data, report and review the strategy regularly with recommended adaptations where or when required.

The cost model covers both tangible and intangible knowledge or social capital, compares more than favourably with regular service providers, package includes follow up, counselling and application assistance, well after formal service ends.

Wine

Wine News

AIEC liaises with wine consultant Robert Smyth who writes a regular wine column for the Budapest Business Journal for which he also covered Hungarian wines in special publications, restaurant guides and lifestyle supplements.

 

Robert has also had practical guides on Hungarian wine regions and articles on the business side of wine published for the Budapest Times and Business New Europe, respectively. In addition, to editing "Hungary: its fine wines and winemakers by David Copp" (2006) and contributed to 2007's "Tokaj: a Companion for the Bibolous traveller".

 

Robert is a member of the Circle of Wine Writers (CWW), has the WSET (Wine and Spirits Trust) Advanced Certificate and graduated with a BA (Hons) in Ecomonics from Staffordshire University in England, followed by an MBA from Corvinus University Budapest including thesis on the marketing of Hungarian wines in the UK.

Robert will be visited Australia late 2008 as part of a Wine Australia marketing tour for European wine and travel journalists

Australia’s greatest glory revisited In its youth, Grange can be a bit much – all tannin, tar and camphor. It takes many years to evolve into a gorgeously sweet, luscious, exotic elixir, …… 

He has been feeling for some time that Penfolds Grange, officially designated a heritage icon by the Australian National Trust, has been “unfairly eclipsed recently by more concentrated wines – from California, for example – but Grange is the first New World wine to have shown that it can last over half a century”……

Grange was the brainchild of Max Schubert, Penfolds’ chief winemaker, who was sent to snoop around Europe in 1950 and, inspired by great old bordeaux, flew back to Australia mentally designing an Australian red that would last at least 20 years.  Jancis Robinson - Oct 18 2008 The Financial Times

.EU 7th Framework

The EU’s 7th Framework (FP7) is an example of funding for international cooperation, through which EU candidate countries are also eligible e.g. Turkey. FP7 themes of relevance to Australia and EU are:

1. Life sciences, genomics and biotechnology for health 
2. Information society technologies 
3. Nanotechnology and nanosciences, knowledge-based functional materials, new production processes and devices 
4. Aeronautics and space 
5. Food quality and safety 
6. Sustainable development, global change and ecosystems 
7. Citizens and governance in a knowledge-based society

If an entity is interested in participating it is highly advisable they find partners with common areas of interest, before any calls for proposals emerge.

 
Regional Resources:

Australia & New Zealand

Australian Business in Europe www.abie.com.au
Australian Europe & Utrecht Networks http://aenonline.net/
Australian International Education Centre www.aiec.biz
Australian Trade Commission www.austrade.gov.au
Australian Department of Foreign Affairs & Trade www.dfat.gov.au
Australian Studies www.inasa-home.net
Australian Technology Nework www.atn.edu.au
Australian Government Education Directory www.education.gov.au
Australian Council for Education Research www.acer.edu.au
Edna Education Network Australia www.edna.edu.au
Education.au Ltd. www.educationau.edu.au
Education New Zealand www.educationnz.org.nz
FEAST Forum for European Australian Research Cooperation www.feast.org
Group of Eight www.go8.edu.au
International Development Program IDP www.idp.com
National Centre for Vocational Education Research www.ncver.edu.au
NOOSR Skills Recognition http://aei.dest.gov.au

EU & International

Academici Knowledge Networks www.academici.com

British Council www.britishcouncil.org

Central European Initiative www.ceinet.org

The EU’s 7th Framework Research Funding & Themes www.cordis.lu/fp7/

The Economist www.economist.com

European Association for International Education www.eaie.org

Financial Times MBA Rankings

Hothouse Media www.hothousemedia.com

International Institute of Education IIE www.iie.org

Observer on Borderless Higher Education www.obhe.ac.uk

Times Higher Education Supplement www.thes.co.uk

 Hungary

Ministry of Education – Student Information Centre.
Ministry of Education.
Ministry of Education Online Network.
Hungarian Education Ministry Study Transfer Office.
Budapest Times & Budapest Zeitung Newspaper.
Expats Hungary Portal including CEE region.
Australian Embassy Budapest.

 
Slovenia

Ad-Futura Science Foundation www.ad-futura.si

Centre for Knowledge Promotion www.cpz-int.si

Chamber of Commerce www.gzs.si

Ljubljana University www.uni-lj.si

Slovenian English Newspaper www.sloveniatimes.com

Institute for Slovenian Studies of Victoria www.thezaurus.com

Australian Slovene Institute www.sloaus-inst.com

Slovene Australian Network www.glasslovenije.com.au/index.html

Australian Consulate Ljubljana

Research & Technology Development in Slovenia www.rtd.si

Turkey

Expatriate Portal.
English Newspaper.
English Translation of Hurriyet Turkish Daily.
Higher Education Authority.
Ministry of Education.
Turkish Research & Science Foundation.
Study in Australia Portal.
IEFT International Education Fair Organisers.
Turkish Student Study Abroad Portal Mezun.
TurkStudent Networking Portal.
Australian Embassy.
Social & Business Networking.

Austria

Australian Embassy & Australian Events.
Pickwicks Cafe, Bookshop & Films.
BeST Education Fair.

Croatia

Australian Embassy.
Business Portal.
Croatian Directory.
Education Portal.
ISKON Online Portal.
Student Information Centre.

Romania

Academici Global Academic and Education Networking