INTERNATIONAL STUDENT RECRUITMENT & MARKETING CONFERENCE

Transcription

1 Global Positioning Through World Class International and Marketing Strategies Conference: 2-3 December Venue: Fraser Suites Hotel, Sydney EARLY BIRD DISCOUNT AVAILABLE! Register now and save up to $800* CONFERENCE CHAIRMAN FEATURING 15 EXPERTS, INCLUDING: Monique Skidmore Deputy Vice-Chancellor, International, University of Queensland Dr Talal Yusaf Executive Director International, University of Southern Queensland KEY TOPICS INCLUDE: Executive Director, International Deakin University Director, International Engagement & Business Development, TAFE Directors Australia Executive Director, International Strategy, Vice-President, Marketing Communications & Student, Office of the Chief Operating Officer & Senior Vice- President, Monash University Industry Outlook: International Education in Australia Assessing the impact of budget cuts and deregulation of fees on international students Exploring the changes to the ESOS act and Student Visa Policy framework and its implications to international students Leveraging social media trends to engage with Millenials Building successful partnerships with agents The role of partnerships to improve recruitment Big data and analytics - tapping into new markets and driving growth Enabling students to become job ready Capitalising on emerging markets Researched & developed by:

2 Dear Colleague, Times are changing for the higher education sector in Australia. With budget cuts and the deregulation of fees, educational institutions must leverage their most lucrative revenue channel international student fees. It is critical that you develop and execute competitive engagement and recruitment strategies for the vast international student market. This brings me to the International Student & Marketing Conference which will provide a platform for industry experts to share insights and discuss recruitment, marketing, engagement and experience strategies. Your learning outcomes will be gained through benchmarking with higher education providers and exploring best practice for international student recruitment and marketing strategies. Through understanding the strategies other Universities are adopting will help you effectively position your institution in a competitive global market. I look forward to welcoming you in Sydney in December. Best regards, Domenica Decrea Conference Director International Student & Marketing To register, simply call , registration@iqpc.com.au or visit WHO WILL YOU MEET? VC / DVC International Head of International Head of International Student Regional Manager Marketing and Head of International Promotions International Student Manager Student Officer International Marketing Manager/Officer Register by 31 October 2014 and SAVE up to $800 with the early bird discount!* CONFERENCE CHAIRMAN: CONFIRMED SPEAKERS: Monique Skidmore Deputy Vice-Chancellor International, The University of Queensland Executive Director, Deakin International Executive Director International Strategy, Fernando Scarmozzino Managing Director, ECA Global and Principal, ECA Melbourne campus Liz Griffin Associate Director, International Marketing and Student, ACU International Dr Talal Yusaf Executive Director International University of Southern Queensland Geza Karacsony Education Services for Overseas Students (ESOS) Officer, University of Western Sydney Mike Evans Vice President, Academic, Kaplan International Australia Sebastian Zagarella Head of Student Services, UTS InSearch Vice-President, Marketing Communications & Student, Office of the Chief Operating Officer & Senior Vice-President, Monash University Director, International Engagement & Business Development, TAFE Directors Australia Mohsen Soliman Ahmed Senior International Regional Manager - Middle East, Africa, Sri Lanka, Thailand and Malaysia UWS International Thomson Ch'ng National President, Council of International Students Australia (CISA) Russ Braby International Manager, Murdoch University John Angley General Manager, Government, Ministerial and International Education Division, Austrade Diana Stevens Associate Director, International Admissions and Student Relations

3 CONFERENCE DAY ONE 2 December :30- PRE CONFERENCE WORKSHOP A: 9:30 Strategic Planning: International Student 8:30 Registration & Morning Coffee 9:45 Speed Networking An effective structured interactive session designed to help you expand your network through one-on-one focused conversations. 10:20 Conference Opening & Remarks from the Conference Chairman 10:40 Industry Outlook: International Education in Australia This session will set the scene for the next two days by providing an industry forecast that will explore both the trends and challenges for International Education in Australia Assessing the current trends for International Education in Australia Outlining the key challenges for 2015 and beyond Highlighting the key market disrupters and the challenges and opportunities they present Exploring key growth and improvement opportunities for international education in Australia Prof. Monique Skidmore Deputy Vice-Chancellor International, The University of Queensland 11:20 Morning Tea Break 11:50 The Great Debate - Fee Deregulation What will be the impact to international education in Australia? Will fee deregulation threaten Australia s competitiveness with winning international admissions? What will be best practise for education providers with introducing new fees? What are the potential threats, challenges and opportunities? Executive Director, Deakin International Executive Director International Strategy, PANEL DISCUSSION Monique Skidmore Deputy Vice-Chancellor International, The University of Queensland Director, International Engagement & Business Development, TAFE Vice-President, Marketing Communications & Student, Office of the Chief Operating Officer & Senior Vice-President, Monash University 12:40 Overview and Update: The ESOS Act & Student Visa Policy Framework An overview of Australia s ESOS Act and national code Exploring the key changes to the student visa policy framework Highlighting the plans, changes and improvements relating to ESOS and the student visa policy framework Discussing the potential effects on education providers Geza Karacsony Education Services for Overseas Students (ESOS) Officer, University of Western Sydney 1:10 Lunch Break 2:10 The Monash Approach to Strategic Marketing and Monash have been extremely successful over the past 12 months, they have achieved a increase in international student admissions through doing things differently and adapting a non-traditional approach to their recruitment and marketing strategies. In this session David will share insights into their journey and will share with you the following: Introducing a different approach to marketing and recruitment Recognising the interface between the sales agenda and the communications agenda Recognising the important of a lead translating into a conversion Vice-President, Marketing Communications & Student, Office of the Chief Operating Officer & Senior Vice-President, Monash University 2.40 Back to the Future: Tapping the Indian Market through Australian In-Country Pathway Colleges The Indian market is shifting from a recent focus on VET courses as an affordable route to skilled migration outcomes in Australia, back to Higher Education courses but with the added benefit of post-study work rights. However, the market remains challenging for HE providers which are subject to continuous risk rating assessments by Australian immigration authorities and leakage of new students through waka hopping between education providers. This session will present a case study on : How University providers can successfully collaborate with an Australian private education provider to grow enrollment through transfers from Australian Pathway Colleges in India (the IUPP Centres launched by ECA Global) Reducing Australia s reliance on North India for recruitment of students through a network of Pathway Colleges spread throughout North/ Central and South India- with potentially 10 sites over t Recruiting students who are better prepared for higher education study in Australia and represent reduced risk of visa rejection or institution-hopping. Provide value add through internships/ work integrated learning built into course modules; and post study Professional Year programs- e.g. in Accounting/ IT Engaging professional bodies such as the Australian Computer Society in delivery of Australian diploma programs in India with advanced standing to Bachelor degree courses Projecting the Australian VET sector in India through professional skills assessment and workforce development programs for Indian employer organisations Executive Director International Strategy, CASE STUDY Fernando Scarmozzino Managing Director, ECA Global and Principal, ECA Melbourne campus

4 CONFERENCE DAY ONE 2 December Afternoon Tea Break 3:40 An Overview of Key Growth Areas - Opportunities in Emerging Education Markets This presentation will provide an overview of key emerging education markets and the opportunities for Australian education providers. This session will also highlight Austrade s strategies to encourage Australian international education providers to pursue sustainable growth in new markets and different sectors. John Angley General Manager, Government, Ministerial and International Education Division, Austrade 4:20 Interactive Roundtable Discussions Areas in Focus The roundtable discussions are designed to discuss the emerging market focus areas that are topical to today s higher education institutions. Each roundtable discussion will discuss the cultural and political barriers associated with each market along with ways for overcoming these barriers. This session will also discuss best practice for marketing and recruiting within these areas providing you with key insights to take back to the office. Roundtable 1: Middle East Mohsen Soliman Ahmed Senior International Regional Manager - Middle East, Africa, Sri Lanka, Thailand and Malaysia UWS International Roundtable 2: Eastern Europe Roundtable 3: Latin America 5:00 Conference Close 5:15 Networking Drinks CONFERENCE DAY TWO 3 December :30- Workshop B 9:30 Capturing Insights to Drive Better Experience 9:45 Conference Opening & Remarks from the Conference Chairman 9:55 Enhancing the International Student Experience International Student play a fundamental role in the economic health of any higher education institution, however, studying abroad comes with many challenges which in turn can affect the over experience of the student which can implicate the reputation of any education provider. This session will look at ways to enhance the student experience Exploring the role and responsibility for universities for managing and enhancing the student experience Managing student expectations from the outset - Painting an honest picture of the university and be clear about the employment options available Being honest and providing quality information - overcoming barriers associated with not having direct communication with overseas students when using agents Set up buddy schemes and involve your alumni - Enable international students to feel more integrated in the university community from the start Executive Director, Deakin International Helping International Students Become Job Ready When it comes time to integrate into the workforce, international students are face with multiple challenges, whereby it be confidence issue associated with communication barriers and different social skills or a lack of direction for finding work through the right channels. This session will explore the role higher education institutions play with assisting the international students integrate into the workforce which in turn will drive an overall enhanced student experience Identifying and developing career recruitment agencies that would support a unique career program for international students Getting students job ready Working with international Students to identify and overcome potential career issues Helping students to overcome applications and interview barriers associated to different communication styles and ways of social interaction Conducting career related workshops and part of international student services Mike Evans Vice President, Academic, Kaplan International Australia 11:05 Morning Tea Break 11:35 Building Successful Partnerships with Agents This session is designed to provide you with insights for building your organisations ability to effectively partner with international education agents. This session will:

5 CONFERENCE DAY TWO 3 December 2014 Exploring best practice in agent management Establish a better understanding of the roles and activities that both providers and agents play in the international education industry Understanding if the use of an agent is an effective market strategy to meet your organisational objectives To onshore or offshore - deciding whether to use onshore or offshore agents and exploring both the challenges and opportunities from each side Russ Braby International Manager, Murdoch University 12:05 Listening and Acting Responsively Operating in a Multi-Channel Environment where Feedback is Real Time and Delivers Real Insights Today s smart and digitally savvy students expect tailor-made services and products, quality and speed. They demand real-time communication and a personalised approach. Consequently, students provide feedback on their terms, when, where and how they prefer e.g. social media, review sites, discussions etc. The time has come to adapt operating models and to listen and to act responsively to stay on top of these ever changing student behaviours. This session will explore: Monitoring the array of channels available that provides insights into student attitudes as well as perception on dealing with your organisation in the current marketplace Utilising organisational intelligence to ensure your operating model is continuously evolving across core business processes to meet student requirements Using this data to make better decisions that build student advocacy which benefits the bottom line Sebastian Zagarella Head of Student Services, UTS 12:45 Lunch Break 1:45 The International Student Perspective This session is designed to provide you with key insights into the international student experience coming directly from the students themselves. Such insights can provide institutions with information on where they need to drive their strategies moving forward What have been the highlights of your journey so far? How do you think institutions can improve on better engaging with students digitally? Do you think institutions could be doing more to help you find jobs, accommodation and peer support groups? Do you believe there is enough support for integrating you into Australia society Thomson Ch ng National President, Council of International Students Australia (CISA) 2:25 Leveraging offshore activities to support student recruitment Breaking down the silos of student recruitment, research, mobility programs, offshore partnerships and other activities The importance and value of bilateral and multilateral agreements Leveraging and expanding cross sectoral partnerships; schools, TAFE and higher education Director, International Engagement & Business Development, TAFE Directors Australia 3:05 Afternoon Tea Break 3:35 Market Growth - opportunity or threat? Managing effective recruitment strategies in an increasingly regulated environment. This session will explore how higher education institutions can effectively manage recruitment operations to maximise market growth and diversification whilst managing potential risk and regulatory compliance requirements. This session will include: Identifying risk factors within marketing and recruitment strategies and opportunities for risk mitigation Market channel management to reduce risk and enhance potential for growth and diversification Utilising data and metrics to identify and manage risk through ongoing quality control and measurement Liz Griffin Associate Director, International Marketing and Student, ACU International Diana Stevens Associate Director, International Admissions and Student Relations 4:05 The Future of International Student Where are we heading? This session will explore how student expectations are rapidly evolving and will provide you with an overview of what the next generation of international student recruitment and engagement will look like Forecasting future student trends by analysing existing trends and data Understanding and Preparing for GenZ the igeneration - what will they want, how will they want it? Exploring ways to better define the quality of Australian education in the eyes of the international market Identifying emerging markets and tapping into the potential for capitalising on these growth areas Dr Talal Yusaf Executive Director International of University of Southern Queensland 4:45 Closing Remarks from the Conference Chairman 4:55 Conference Close

6 INTERACTIVE WORKSHOPS A 2 December 2014 Time: 7:30 AM - 9:30 AM Strategic Planning: International Student This master class will provide insights for those who are interested in expanding their knowledge of key aspects of international recruitment. The focus will be on understanding the range of international student recruitment issues in order to develop or refine a strategic recruitment plan for the educational institution. This Workshop will explore: What must be in place for successful international student recruitment? What are the various methods available for international student recruitment To outsource or not to outsource - Understand the debate over the use of agents If an institution decides to use agents, what are the key decisions? How to integrate international student recruitment into the organisational-wide admissions plan Driving return on Investment Getting Senior level buy-in for non-traditional recruitment strategies that challenge traditional methodology B 3 December 2014 Time: 7:30 AM - 9:30 AM Capturing Insights to Drive Better Experience In today s competitive world, student insights are becoming a pre-requisite for innovation and competitive advantage. Any higher education institute that is committed to developing an innovation culture will put the student at the centre of its organisation. To do this, you need insight into student s wants and needs, now and in the future. Through this workshop, you ll learn how to identify, collect, analyse, benchmark and apply various types of insight. This workshop will map out a 360 view of the student experience where you will learn how to uncover unarticulated student needs, spot trends, challenge the status quo and leverage your organisations competencies. This Workshop will explore: Who is responsible for student insights? Mapping out the student experience at each touch point to identify key trends, students needs and challenges Turning insights into real actions Utilising insights to drive innovation and your competitive advantage

7 Register Early & Save! To speed registration, please provide the priority code located on the mailing label or in the box below. WHERE Fraser Suites Sydney 488 Kent Street, Sydney NSW 2000 Australia P: WHEN? 2-3 December 2014 TEAM DISCOUNTS IQPC recognises the value of learning in teams. Take advantage of one of these special rates: Register a team of 2 to the conference at the same time from the same company and receive a 5% discount Register a team of 3 to the conference at the same time from the same company and receive a 10% discount Register a team of 4 to the conference at the same time from the same company and receive a 15% discount or a free pass for a 5th delegate Ask about multi-event discounts. Call for more details Please note: Only one discount applies STANDARD PACKAGES Conference + 2 Workshops Conference + 1 Workshop Conference Only Global Positioning Through World Class International and Marketing Strategies Conference: 2-3 December Venue: Fraser Suites Hotel, Sydney SAVE $800 SAVE UP TO $400 EARLY BIRD *Register & pay by 31 st October 2014 SAVE AUD $800 $3,699 + GST = $4, SAVE AUD $800 $3,399 + GST = $3, SAVE AUD $800 $2,799 + GST = $3, Final Early Bird *Register & pay by 14 th November 2014 SAVE AUD $400 $4,099 + GST = $4, SAVE AUD $300 $3,899 + GST = $4, SAVE AUD $300 $3,299 + GST = $3, STANDARD PRICE $4,499 + GST = $4, $4,199 + GST = $4, $3,599 + GST = $3, ACCOMMODATION The Fraser Suites Hotel is the official hotel for the International Student & Marketing event and they have negotiated event rates specifically for attendees of this event. To take advantage of these rates, or for a unique HotelMap that shows our discounted hotel deals at nearby hotels, go to and click on the Venue & Accommodation page. QUICK and EASY WAYS to REGISTER o REGISTER ME for International Student & Marketing Conference PLUS: o Workshop A o Workshop B DELEGATE 1 [FIRST NAME] [SURNAME] DELEGATE 2 [FIRST NAME] [SURNAME] DELEGATE 3 [FIRST NAME] [SURNAME] TELEPHONE FAX registration@iqpc.com.au WEBSITE MAIL IQPC, Level 6, 25 Bligh Street, SYDNEY NSW 2000 (PHOTOCOPY THIS FORM FOR ADDITIONAL DELEGATES) * Payment not made at the time of registration will be subject to a $99 service charge. * All 'Early Bird' discounts require payment at time of registration and before the cut-off date in order to receive any discount. * Discounts do not apply to vendors/solution providers. IQPC reserves the right to determine who is a vendor. * Any discounts offered (including early bird and team discounts) are subject to availability and require payment at the time of registration. * All discount offers cannot be combined with any other offer. Please send me set(s) of AUDIO COMPACT DISCS and PRESENTATIONS CD at $ ($799 plus GST) or $ ($549 plus GST) Presentations CD only Please keep me informed via about this and other related events 2 WAYS TO SAVE! Book early for HUGE EARLY BIRD savings. Book as a TEAM, save & benefit as a team. ORGANISATION ADDRESS POSTCODE TELEPHONE ( ) FAX ( ) APPROVING MANAGER [FIRST NAME] [SURNAME] NOTE: PAYMENT IS DUE WITHIN 7 DAYS FROM REGISTRATION TO SECURE YOUR PLACE. Registrations received without payment or a Government PO will incur a processing fee of $99+GST = $ per registration. Payment prior to the conference is mandatory for attendance. 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