AIEC International Education Marketing Services Australia Europe Digital Virtual Online
AIEC can assist with the marketing of education institutions, regional groupings and other entities seeking partners and new markets in the EU, Central Europe and Turkey. This can include market research, market entry strategy, advertising/promotion, visit assistance, research partner search, follow up, liaising, contract arrangement or applications and regular market intelligence updates.
Latest Marketıng & Market Intelligence News:
AIEC QUEST is developing a directory of the 70+ key private universities and related institutions in Turkey and Northern Cyprus including faculties, contact names for Erasmus, international relations, career centres and career days.
This will be followed by private lises or high schools, then the private university preparation and career training institutions.
These guides can be purchased separately, together and/or packaged with dıgıtal and related marketing services in Turkey.
In 2012 in addition to updates for subscribers AIEC QUEST will also develop a directory to include Central and Eastern Europe i.e. Hungary, Slovenia, Croatia, Macedonia, Austria, Romania and Greece.
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.
AIEC Turkey placed Australian university profiles in Turkey’s largest newspaper “Sabah” 2000
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
AIEC Turkey did radio interview for "Study in Australia" with SBS Radio's Turkish Program in Melbourne, September 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 and Centre of English Teaching 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 Turkey has met with the Turkish Higher Education Authority (YOK) regarding recognition of Australian qualifications especially VET, several institutions in Ankara including Turkey’s premier private university Bilkent University and an elite private school foundation TED
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 25%, 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.
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 societyIf an entity is interested in participating it is highly advisable they find partners with common areas of interest, before any calls for proposals emerge.
Wine Research, Intelligence & Marketing
AIEC liaises with wine expert Robert Smyth who lives in HUngary and has acquired expertise, knowledge and contacts in the industry both in Hungary and the region. Robert 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. Additionlly, editing
"Hungary: its fine wines and winemakers by David Copp" (2006) and contributing 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 had previously 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.
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 Network www.austudies.org
Australian Studies www.inasa-home.net
Australian Technology Nework www.atn.edu.au
Australian Government Education Directory www.education.gov.au
Australian International Education Agents Network AIEAN www.aiean.com.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
European Commission's Delegation to Australia www.ecdel.org.au
FEAST Forum for European Australian Research Cooperation www.feast.org
Group of Eight www.go8.edu.au
Innovative Research Universities Australia www.inua.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
Professional International Education Resources - PIER www.pieronline.org
Southern Cross Group www.southern-cross-group.org
Study in Australia www.studyinaustralia.gov.au
Australia Europe Centre Berlin www.go8.edu.au/europe/
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
EU Education Information Network www.eurydice.org
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
Ministry of Education – Student Information Centre www.hik.hu
Ministry of Education www.om.hu
Ministry of Education Online Network www.sulinet.hu
Semmelweiss Health & Medical Sciences University www.sote.hu
Karrier Vocational Study Portal www.karrieradatbazis.hu
Kodolanyi Janos College www.kodolanyi.hu
Central European University Graduate School of Business www.gsb.ceu.hu
Central European University www.ceu.hu
English & German Newspaper www.budapesttimes.hu
Expatriate Portal www.xpatloop.com
Expatriate Portal www.expatshungary.com including CEE region
Austrade Hungary's Australian Portal www.iranyausztralia.hu
Online Business News Portal www.index.hu
Print & Online Entertainment Portal www.est.hu
Budapest Business Journal www.bbj.hu
Budapest Week www.budapestweek.com
Australian Embassy www.australia.hu
QBE Insurance Central Europe www.qbe.com
Hungary In Your Pocket www.inyourpocket.com
Pestiside www.pestiside.hu
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 www.embassy.gov.au/si.html
Research & Technology Development in Slovenia www.rtd.si
Expatriate Portal www.mymerhaba.com
English Newspaper www.turkishdailynews.com.tr
English News Portal www.turkishpress.com
English Translation of Major Turkish Daily www.hurriyet.com.tr/english/
Higher Education Authority www.yok.edu.tr
Ministry of Education www.meb.gov.tr
Turkish Research & Science Foundation www.tubitak.com.tr
Study in Australia Portal www.egitimplus.com
International Education Fair Organisers www.ieft.net
Australian Embassy www.embaustralia.org.tr
Social & Business Networking www.yonja.com
Australian Embassy& Australian Events www.australian-embassy.at
Pickwicks Cafe, Bookshop & Films www.pickwicks.at
BeST Education Fair www.bestinfo.at
Ministry of Education www.bmbwk.gv.at
Business and Innovation Centre Burgenland www.bice.at
Australian Embassy www.auembassy.hr
Business Portal www.croatiabiz.com
Croatian Directory www.hr
Croatian Herald – Melbourne www.croatianherald.com
Education Portal www.edukacija.hr
ISKON Online Portal www.iskon.hr
Student Information Centre www.iro.hr
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