The ICEF Moscow Workshop For international educators and student recruitment agents from Russia, Eastern Europe, Central Asia and the Caucasus The Ritz-Carlton, Moscow March 21 23, 2014 Seminar programme March 21, 2014 Moscow III 14:00 15:00 How to Maximise your ICEF Workshop Experience - for Agents Sergey Krasnyanskiy, Director CIS, ICEF, Germany 14:00 15:00 How to Maximise your ICEF Workshop Experience - for Educators Isabel Vogt, Vice President, Events & Logistics, ICEF, Germany Audience: Educators & Service Providers 15:00 15:30 ICEF Agent Services: The ICEF Agent Training Course (IATC) and the ICEF Agency Recognition Programme (IAS) Tiffany Egler, Director, Agent Relations, ICEF, Germany Audience: All 15:00 16:00 The Study Abroad Market in the Ukraine 2014: Current Status and Future Potential Olena Polishchuk, Educational Coordinator Natalia Malashenko, Educational Coordinator, Ukrainian Association of International Education and Exchange Agencies (AIEEA), Ukraine Audience: Educators & Service Providers 15:30 16:30 16:30 17:00 Study in Canada Information Session Milena Ushakova, Representative of DFATD - Department of Foreign Affairs, Trade and Development Canada, Canada The Canada Course for Education Agents (CCEA) Guillaum Dubreuil, Manager of International Affairs & Marketing, Languages Canada, Canada 16:00 17:00 Student Recruitment Trends from Russia in 2014 and the Specifics of Working with Agents from Russia Dr. Anna Ryzhova, Board Member, Association of Russian Educational Advisors (AREA), Russia Audience: Educators & Service Providers 17:00 18:00 Studying in the U.S. and Applying for your Visa Ken Walsh, Commercial Officer US Commercial Service - Moscow 17:00 18:00 Branding your small Business Magdy Attalla, Regional Marketing Director, BHMS Business & Hotel Management School, Switzerland 18:00-19:00 The New Russian-speaking Digital Customer Tatiana Zaytseva, Marketing Coordinator - Russia, Ukraine and Kazakhstan, ILSC Education Group, Canada Audience: All 18:00-19:00 Study Opportunities in the UK Elizaveta Utolina, Head of Education Department, British Council, Russia ICEF GmbH, Am Hofgarten 9, 53113 Bonn, Germany Tel + 49 228 201 19 0 Fax + 49 228 201 19 44 @icefmonitor ICEF GmbH ICEF ICEF GmbH contact@icef.com www.icef.com
14:00-15:00 How to maximise your ICEF Workshop experience - for Agents Sergey Krasnyanskiy This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF Moscow Workshop in particular. The session will cover the following topics: Preparation prior to the workshop Workshop parameters and how to maximise your time during the event Post-workshop follow-up How to maximise your working relationship with educators Sergey Krasnyanskiy, Director CIS, ICEF, Germany Sergey Krasnyanskiy holds the position of Director CIS at ICEF. Sergey achieved two Master of Science degrees in Economics, Marketing and Controlling, one from Simferopol State University, Ukraine and another from The University of Applied Sciences Bonn-Rhein-Sieg, St.Augustin, Germany. Sergey started his career at ICEF in 2000 and has been working in a variety of positions with agents as well as with education and service providers from all over the world while focusing on the CIS market. Page 2 of 12
14:00-15:00 How to maximise your ICEF Workshop experience - for Educators Isabel Vogt Moscow III Audience: Educators & Service Providers This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF Moscow Workshop in particular. The session will cover the following topics: Preparation prior to the workshop Workshop parameters and how to maximise your time during the event Post-workshop follow-up How to maximise your working relationship with agents Isabel Vogt, VP, Events & Logistics, ICEF, Germany Isabel Vogt is Vice President of Events & Logistics at ICEF GmbH, offering a range of solutions designed to help educators, agents and service providers achieve real results in their marketing and student recruitment initiatives. Isabel holds a Master's degree in Communications and Political Science from the Freie Universitaet Berlin, Germany. She has been involved in the implementation and organisation of events for the international education industry since 1996. During her time at ICEF she has organised agent workshops, student fairs and conferences in over 30 countries around the world. Page 3 of 12
15:00-15:30 ICEF Agent Services: The ICEF Agent Training Course (IATC) and the Agency Recognition Programme (IAS) Tiffany Egler Audience: All The IATC (ICEF Agent Training Course) is a practical, professional training course developed by ICEF for education agency-based student counsellors which was launched in May 2010. The course is available online and free of charge to agency student counsellors in a self-paced modular format. After taking the training course, agents have the possibility to sit an official assessment at all ICEF Workshops or online. Participants who complete the IATC assessment successfully will be issued a certificate, certifying them as ICEF Trained Agent Counsellors (ITAC). Agencies with at least one ITAC on their staff will be featured in an agency locator on ICEF s website. This session will give you an introduction about the IATC, its content and how to take the training course. The IAS (ICEF Agent Status) is recognised as an indicator of agent quality, showing that an agent has been successfully vetted for, and participated in, ICEF Workshops. The IAS is renewed through ongoing quality assurance screening and reference checks. Educators and service providers are welcome to join the session. Tiffany Egler, Director, Agent Relations, ICEF, Germany Tiffany is a leading professional in the field of agent relations and workshop procedures. As Director of the Agents Department at ICEF, her knowledge and dedication has been crucial to the development of ICEF workshops and agent recruitment. During her 15 year tenure at ICEF, Tiffany has overseen the successful organization of most of our agent workshops and today, manages an international team which continues to develop and increase efforts to ensure the recruitment of professional recruitment agents worldwide. Page 4 of 12
15:00-16:00 The Study Abroad Market in the Ukraine 2014: Current Status and Future Potential Olena Polishchuk & Natalia Malashenko Moscow III Audience: Educators & Service Providers Introduction of AIEEA Overview of the current market and emerging study abroad trends in the Ukraine Popular study abroad programmes in the Ukraine How to choose the right agencies to work with s Olena Polishchuk, Educational Coordinator, Ukrainian Association of International Education and Exchange Agencies (AIEEA), Ukraine Olena Polishchuk has been working as an educational Counsellor at International Cultural Educational Agency (ICEA) Ukraine since August 2009. She holds a Specialist s Degree in Philology from Cherkasy National University and is an ICEF Trained Agent Counsellor (ITAC #0460). Olena deals with a great number of cultural and educational programs in European countries as well as in Australia and New Zealand: - degree programmes (undergraduate, graduate, postgraduate) - language courses for children and adults - secondary and high school programmes - summer and winter camps - career programmes. Natalia Malashenko, Educational Coordinator, Ukrainian Association of International Education and Exchange Agencies (AIEEA), Ukraine Natalia is an educational manager at ICEA Agency, Ukraine. She provides qualify consultations to Ukrainian students regarding their future education in the USA and Canada and is responsible for the successful promotion of educational programmes. Effective communication skills is one of the most important and essential skills of her work. Natalia has a specialist degree in English Language and Foreign Literature from Cherkasy National University named after Bogdan Khmelnitskyi. For almost 3 years she has been a teacher of English Language at the Institute of Foreign Languages. She has experience of working in the educational field since 2011 and is an ICEF Trained Agent Counsellor (ITAC #0462). Page 5 of 12
15:30-16:30 Study in Canada Information Session Milena Ushakova Come and get the latest information on Canada as a top study destination from the Government of Canada. The information presented will be of interest to agents in international education who seek facts, resources and other information to promote Canada to students and parents. The first part of the session will cover several key topics such as characteristics for each level of study; average costs for international students; and a better idea of what it s like to study, live and work as a student in Canada. The information will cover the full spectrum of levels: primary/secondary, language study in English and French, college, institute, and university undergraduate and graduate. At the end of the session, participants will be able to articulate Canada s unique features; make appropriate comparisons; advise applicants how to apply; identify the appropriate required visa, and highlight Canada s examples of excellence in education. Milena Ushakova, Representative of DFATD, Department of Foreign Affairs, Trade and Development Canada, Canada Milena was born in Moscow, Russia. She graduated from Moscow State University with majors in Economics and Geography and holds a postgraduate diploma in Marketing from Seneca College, Toronto. Milena has extensive working experience in marketing and business development. She has been the Director of the Canadian Education Centre in Russia from 2006-2010 and has coordinated the Canadian pavilions at a number of international education fairs. Page 6 of 12
16:00-17:00 Student Recruitment Trends from Russia in 2014 and the Specifics of Working with Agents from Russia Dr. Anna Ryzhova Moscow III Audience: Educators & Service Providers In the seminar you will be given information about the main trends and changes in Russian student mobility within the past years, based on the regular research studies undertaken by the Association of Russian Education Advisors (AREA), as well as some useful statistics, including the numbers of the students going abroad each year and which programs and courses are in high demand among the students. Another part of the presentation will be devoted to the current structure of the agent sector of the international education market in Russia, its peculiarities and successful techniques used by agents to facilitate the marketing efforts of their partner educational institutions. Dr. Anna Ryzhova, Board Member, Association of Russian Educational Advisors (AREA), Russia The presentation is given by Anna Ryzhova, board member of the Association of Russian Education Advisors (AREA), whose personal experience in the field of international education includes thirteen years as an agency owner in Russia and in Canada. Ms. Ryzhova is a graduate of professional training programs - IATC and the Canada Course. In the years of 1999-2001 she was a Research Officer at the Russian Academy of Science, the Institute of Complex Social Researches. In the year of 2003 Ms. Ryzhova was granted a PhD Degree in the field of Foreign Economy (Russian Academy of Economics, named after G. V. Plekhanov), the post-graduate paper was devoted to the «Position of the Russian Federation in the international labor market». Page 7 of 12
16:30-17:00 The Canada Course for Education Agents (CCEA) Guillaum Dubreuil Learn about the Canada Course for Education Agents, a new online course designed for education agents advising families about study opportunities in Canada. The Canada Course, produced by Foreign Affairs, Trade and Development Canada in cooperation with ICEF and the Canadian Consortium for International Education and Marketing (CCIEM), provides high quality, current, and comprehensive information about Canada as a study destination. It enables agents to study via self-paced modules on topics such as the overall study environment in Canada; the different regions of Canada; Canadian education options and levels of study, including language study and the differences and synergies between colleges and universities; the type of credentials that can be achieved; resources for students wanting to know about visas and immigration rules in Canada; as well as how to prepare students coming to Canada. Participants will be able to take the Canada Course Examination upon completing the course and receive a designation as a Canada Course Graduate (CCG) upon successful completion of the exam. Guillaum Dubreuil, Manager of International Affairs & Marketing, Languages Canada, Canada Originally from the Saguenay region in Québec, Guillaum studied psychology at the Université du Québec à Chicoutimi, and business at Université du Québec à Montréal. He has extensive experience in the education sector, having worked with various associations, including the Association of Universities and Colleges of Canada. Guillaum has also worked as a public affairs consultant, and specializes in strategic communications and marketing. He recently joined the Languages Canada team and will be in charge of all international marketing activities. Page 8 of 12
17:00-18:00 Studying in the U.S. and Applying for your Visa Ken Walsh The Commercial Service will update you on activities between U.S. agents and schools and provide an overview of grant, scholarship and U.S. educational system resources for you and your students. A representative from the U.S. Embassy s Consular section will also provide an overview of the student visa process and answer your questions. Ken Walsh, Commercial Officer, U.S. Commercial Service - Moscow, Russia Ken Walsh is a Commercial Officer in the U.S. Commercial Service, part of the U.S. Department of Commerce. He is responsible for the education and travel and tourism portfolio as well as several other industry sectors. Ken arrived in Moscow in August 2010 for a three-year tour of duty. Prior to the Department of Commerce, Ken served in marketing and operational roles for several trade associations in the travel and tourism industry. This July, Ken will move to his new post in Düseldorf, Germany. Page 9 of 12
17:00-18:00 Branding your small Business Magdy Attalla Moscow III Your brand is one of your greatest assets. It's not just your logo, slogan and design scheme, but your customers' total experience of your business. Communicating your brand clearly and honestly to your customers will spread confidence and goodwill. It is a badge of trust that will set you apart from competitors and can give you a lasting competitive edge. This workshop explores various tools on how to identify and promote a successful USP for your small business, how to re-brand or chose a name for your business, and how to create a powerful brand on a small budget. This is a must-attend seminar for education agents who just started their business or for those who are planning to better exploit their existing brand. Magdy Attalla, Regional Marketing Director, Benedict International Education Group - B.H.M.S. Business & Hotel Management School, Switzerland Magdy Attalla is an educator and a consultant with over 15 years of teaching and consulting experience in prestigious Swiss Hotel and Business Schools as well as British and American Universities. He was an adjunct professor at SBS Swiss Business School, Florida International University, Schiller International University, IHTTI School of Hotel Management, IMI University Centre and Glion Institute of Higher Education. In addition, he has over 15 years of managerial and marketing experience in luxury hotels, resorts and tour operators in the Middle East and Switzerland. He is a graduate of SSTH Swiss School of Tourism & Hospitality and holds a Master s Degree from EAEME and Imperial College of London. He is pursuing his Doctor of Business Administration Degree (DBA) at Heriot-Watt University with specialization in services marketing. He is a Regional Marketing Director at Benedict Education Group and BHMS Business & Hotel Management School of Switzerland who travels ca. 100 days a year to Russia and CIS countries in various marketing and recruitment assignments. Page 10 of 12
18:00-19:00 The New Russian-speaking Digital Customer Tatiana Zaytseva Audience: All Digital marketing in Russia, Ukraine and Kazakhstan is growing at an astonishing pace. The mobile marketing world is changing rapidly and even more so, in growing markets like Russia, the largest online market in Europe. The CIS region has one of the world s most engaged social networking audiences with social platforms like Vkontakte and Odnoklassniki leading the way, while Facebook seems to be losing out. How is the behavior of the Russian-speaking consumer different from the Western consumer? What are the key elements of a comprehensive digital marketing strategy? How can you earn the trust of your Russian-speaking consumers? How valuable are customer reviews, forums and similar types of user-generated content? What is content marketing and why is it important? Do a school s digital marketing activities compete against an agent s recruitment efforts? Join us as we try to tackle the answers to these questions while discussing how an inclusive digital marketing strategy can work to help build brand awareness and drive prospective clients to your business. Tatiana Zaytseva, Marketing Coordinator - Russia, Ukraine and Kazakhstan, ILSC Education Group, Canada Tatiana Zaytseva is the Marketing Coordinator for Russia, Ukraine and Kazakhstan at the ILSC Education Group. Born and raised in Russia Tatiana joined ILSC in 2011 and has since enjoyed working on the Students Counselling team and the European Marketing Team at ILSC. In cooperation with her colleagues Tatiana ensures that the digital marketing is an integral yet constantly evolving part of any company s marketing and branding efforts. Page 11 of 12
18:00-19:00 Study Opportunities in the UK Elizaveta Utolina Moscow III Trends and students insights EducationUK website new exiting and useful content British Council accreditation scheme for language schools British Council trainings for agents and agents website Elizaveta Utolina, Head of Education Department, British Council, Russia Elizaveta Utolina works for the British Council Russia as Head of Education. Her current area of responsibility is strategic business development of services for International Education marketing in Russia, support of UK Russia policy dialogue around education collaboration and internationalisation of Higher Education. Prior to joining the Education Team she worked in the Marketing and Communications Team and was in charge of brand management and events management. She has an academic background in digital marketing. Page 12 of 12