The ICEF Beijing Workshop For international educators and student recruitment agents from China and other Asian countries Grand Millennium Beijing October 12-14, 2016 Seminar programme October 12, 2016 Fortune 2 Fortune 5 14:00 14:45 How to Maximise your ICEF Workshop Experience - for Agents Albert An, Director China, ICEF, China How to Maximise your ICEF Workshop Experience - for Providers Nick Stevenson, Business Development Manager - EMEA, ICEF, Germany 14:45 15:30 The Chinese Education Agent Course (CEAC) Peng Sang, Director, BOSSA, China from China ICEF Agent Training and the ICEF Agency Recognition Programme (IAS) Isabel Vogt, Vice President - Events & Logistics, ICEF, Germany Audience: All 15:30 16:15 Pace of Adoption of International Student Recruitment Agencies by U.S. Universities Jean-Marc Alberola, President, Bridge Education Group, USA Audience: All Study Opportunities in the UK Tom Poole, Destination UK Promotion Manager, ELT, British Council Manchester, UK 16:15 17:00 China Market Update 2016 and How to Work with Your Chinese Agent Partners Peng Sang, Director, BOSSA, China New Trends of Basic International Education in China Xuewen E, Vice Chairman & Secretary General, China Overseas Study Association - COSA, China 17:00 17:30 Coffee Break 17:30 18:15 What to Consider When Marketing your Institutions in China Cecilia Fan, Publisher, China Higher Ed, China The ICEF Agent Barometer: Asian Market Findings Caroline Levesque, Business Development Manager, ICEF, Canada Audience: All 18:15-19:00 Success in China: Building Solid Foundations for Student Recruitment Igor Skibickij, Head of Operations for China & South East Asia, Student Marketing, Austria Study in Germany - Your Way into German Universities Annette Friedl, Owner and Director, ISL Sprachschule / ISL Language School, Germany 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
14:00-14:45 How to Maximise your ICEF Workshop Experience - for Agents Albert An Room: Fortune 2 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 Beijing 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 and contracts How to maximise your working relationship with educators Albert An Director China, ICEF, China Albert An started the ICEF China office in 1999 and has since been closely working with various education factors in the Greater China region. He worked as the China Representative of the British Tourist Authority before joining ICEF. Being part of the operation team of every ICEF Workshop in China, Albert An has helped many education agents and providers find their ideal business partners. Albert An loves to work in the education field and is a strong believer that education is the key to a better world. Page 2 of 13
14:00-14:45 How to Maximise your ICEF Workshop Experience - for Providers Nick Stevenson Room: Fortune 5 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 Beijing 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 and agent contracts How to maximise your working relationship with agents Nick Stevenson Business Development Manager, ICEF, Germany Nick has been at ICEF since July 2014, responsible for business development within the UK & Ireland, helping educators and service providers develop relationships with agencies overseas. He has been working within the international education sector since 2008. He studied Spanish & Management at the University of Leeds, spending the third year of the programme at the Universidad Complutense de Madrid. After graduation, his first position was at Study Travel Magazine, later moving on to Inline Marketing, a supplier of marketing support services to international educators. Page 3 of 13
14:45-15:30 The Chinese Education Agent Course (CEAC) Peng Sang Room: Fortune 2 from China The CEAC (China Education Agent Course) is a practical, professional on-line training course in Chinese offered by ICEF in partnership with BOSSA. The CEAC was designed to support excellence and professional standards in international education and is aimed at Chinese study abroad advisors and student counsellors. This new course is now available online and free of charge in a self-paced modular format. After studying the course, agents can take an official test at a BOSSA location in Beijing. Participants who complete the CEAC test successfully will receive an ICEF certificate, certifying them as a China ICEF Trained Agent Counsellor (CITAC) and recognizing them internationally as qualified consultants for the international education industry. Further to this, they will receive an award from the Chinese Ministry of Human Resources and Social Security (MHRSS) providing national recognition in China. Successful candidates will be displayed on a public web listing on the ICEF and BOSSA sites and agencies with at least one CITAC on their staff will be featured on a web locator (map view find an agency by location). Peng Sang Director, BOSSA, China From 2010 Mr Peng Sang is serving as the acting president of the Beijing Overseas Study Service Association, also known as BOSSA. His fundamental responsibility is to oversee a membership of nearly 70 study abroad companies' sector management and services, as well as to assist the Ministry of Education's International Cooperation and Exchange Division and Beijing Municipal Education Commission. Other duties include engaging in studying market statistics, handling complaints, and conducting industry assessments. From 2008 to 2010 Mr Peng Sang served as a Secretary General of Beijing Overseas Study Service Association. He was responsible for the daily work of the Association under the leadership of its president. From 1996 to 2008 he worked in the International Affairs Administration at Beijing Municipal Commission of the Education Office of International Cooperation and Exchanges. During his tenure Mr Peng Sang has been responsible for: Sino-foreign cooperative education services, affairs of expatriate children in international schools, affairs for children in international schools of foreign embassies' personnel, affairs of students who are self-funded for study abroad service agency, and affairs of Chinese international promotion. From 1984 to 1996 he has served as Foreign Affairs Administrator at Beijing Higher Education Authority. During his tenure he was responsible for all foreign affairs of foreign students in Beijing. Page 4 of 13
14:45-15:30 ICEF Agent Training and the ICEF Agency Recognition Programme (IAS) Isabel Vogt Room: Fortune 5 Audience: All This session will provide you with an introduction to ICEF's agent training courses as well as its agency recognition programme: The ICEF Agent Training Course (IATC) is a practical, professional training course developed by ICEF for education agency-based student counsellors. The course is available online and free of charge to agency student counsellors in a self-paced modular format. The Canada Course for Education Agents was an initiative of the Government of Canada, in partnership with the Canadian Consortium for International Education (CCIE) and ICEF, and was officially launched in May 2013 The USA Agent Training Course (USATC) is designed for international education agents working with American schools, universities, and colleges to recruit international students, and is aimed at increasing agents knowledge and standards of practice in their work with both institutions and students. The ICEF Agency Status (IAS) 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. Isabel Vogt Vice President - 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 5 of 13
15:30-16:15 Pace of Adoption of International Student Recruitment Agencies by U.S. Universities Jean-Marc Alberola Room: Fortune 2 Audience: All This innovative research commissioned by Bridge Education Group in partnership with StudentMarketing provides insight on both the pace of adoption of agencies as a recruitment channel partner by U.S. universities, as well as how specific market forces and public opinion are influencing how this adoption takes place and to what degree it differs from practices in other countries. Understand comprehensive quantitative data on the impact of third-party international recruitment on U.S. university enrollments, including pace of adoption, commission and compensation models, and average number of agents engaged by institutions. Gain visibility into the effect of agent accreditation, role of intermediaries and master agents, trends in the role of agents, fees charged, and how public opinion is shaping how agency channel partner adoption is evolving and practiced. Understand key concerns and the controversy over the use of agents. Jean-Marc Alberola President, Bridge Education Group, USA Jean-Marc is President of Bridge Education Group, a comprehensive provider of language and education services including corporate language training, teacher training, study abroad, and university pathway programs. Jean-Marc has over 25 years experience in language and education abroad and regularly presents at NAFSA, AIRC, IALC, and ICEF events. Page 6 of 13
15:30-16:15 Study Opportunities in the UK Tom Poole Room: Fortune 5 The UK is the home of the English language and each year, over 600,000 students learn English in the UK. This session will give education agents vital information about studying English in the UK. We will explore the options available to students and discuss the benefits of studying at a British Council accredited centre. We will also inform agents about the services available to them to help them work with UK English language centres. This includes our agent training programme which aims to provide support to continually develop the quality and effectiveness of agents representing UK education. Tom Poole, Destination UK Promotion Manager, ELT, British Council Manchester, UK Tom Poole is the British Council s Destination UK Promotion Manager, ELT. Tom s role is to promote the UK as the number one destination to learn English, Tom promotes British Council marketing opportunities and engages UK institutions and agents at overseas workshops and exhibitions. Tom joined the British Council in 2007 and has worked on the Chevening Scholarships scheme, the UK government s international awards scheme aimed at developing global leaders and the British Council s quality assurance scheme for language institutions, Accreditation UK. Tom graduated with a degree in Drama from University of Hull and holds a PRINCE2 Practitioner certificate in Project Management alongside the APM Introductory Certificate in Project Management. Page 7 of 13
16:15-17:00 China Market Update 2016 and How to Work with Your Chinese Agent Partners Peng Sang Room: Fortune 2 1. New government regulation makes licenses more accessible 2. The role of internet in the study abroad business 3. Agents service extends to new areas like finance, insurance, investment and immigration 4. The rise of one-person agencies 5. How consumers now choose their ideal agency 6. Bossa will create an objective platform for students / parents based on agent performance and consumer comments Peng Sang Director, BOSSA, China From 2010 Mr Peng Sang is serving as the acting president of the Beijing Overseas Study Service Association, also known as BOSSA. His fundamental responsibility is to oversee a membership of nearly 70 study abroad companies' sector management and services, as well as to assist the Ministry of Education's International Cooperation and Exchange Division and Beijing Municipal Education Commission. Other duties include engaging in studying market statistics, handling complaints, and conducting industry assessments. From 2008 to 2010 Mr Peng Sang served as a Secretary General of Beijing Overseas Study Service Association. He was responsible for the daily work of the Association under the leadership of its president. From 1996 to 2008 he worked in the International Affairs Administration at Beijing Municipal Commission of the Education Office of International Cooperation and Exchanges. During his tenure Mr Peng Sang has been responsible for: Sino-foreign cooperative education services, affairs of expatriate children in international schools, affairs for children in international schools of foreign embassies' personnel, affairs of students who are self-funded for study abroad service agency, and affairs of Chinese international promotion. From 1984 to 1996 he has served as Foreign Affairs Administrator at Beijing Higher Education Authority. During his tenure he was responsible for all foreign affairs of foreign students in Beijing. Page 8 of 13
16:15-17:00 New Trends of Basic International Education in China Xuewen E Room: Fortune 5 1. A Statistic review of Chinese students who went to study abroad in 2015 1.1 Diversified countries of destination, slow down of US enrollment 1.2 More younger-aged students went to study overseas 2. International curricular development at secondary schools vs. teenager flow abroad 2.1 Younger students encounter more difficulties: Safety and appropriate schooling, etc. 2.2 Policy change in population control in mega cities: tightened restriction of urban household registration. 2.3 Mushroom growth of international curricular schools Xuewen E Vice Chairman & Secretary General, China Overseas Study Association - COSA, China Mr. E Xuewen went to study Arabic language and literature at Kuwait University in 1977. He graduated from the University of Western Ontario in 1985 with a M. Ed. in Educational Administration. Mr. E worked for the Department of International Cooperation of the Chinese Ministry of Education for more than 20 years. He was responsible for supervising and managing Chinese government scholarship programs for international students studying in China, and implementing collaborative education projects in China funded by UN organizations. He also served at the British Council Offi ce in Beijing as a special project offi cer and later at the Chinese Consulate General in Los Angeles, USA as the Education Counselor. He left the Ministry of Education in 2003 and worked as the principal of a private international school and later in 2005 as the vice principal of a local foreign language school in Beijing. In 2007, he worked for the Higher Education Press of the Chinese Ministry of Education and was responsible for training and examination projects. He joined China Overseas Study Association - in 2014 as the Vice Chairman and Secretary General. Page 9 of 13
17:30-18:15 What to Consider When Marketing your Institutions in China Cecilia Fan Room: Fortune 2 The marketing and social media environment is undoubtedly complex in China; education providers can face daunting challenges while attempting to increase their recruiting redults and brand awareness in such a competitive environment. Cecila Fan will present some of the key elements for overseas education providers to consider when planning and conducting marketing and brand building awareness activities in China. She will also share case studies relevant to education providers with different time, resources and budget and allowance. Cecilia Fan Publisher, China Higher Ed, China Cecilia Fan has over 20 years experience in business consulting, having worked for China s first foreignowned consulting firm (USA) and later for several Australian government departments in China. Cecilia is a founder of China Higher Ed, a research, analysis and advisory firm with a strong track record of building overseas higher education institutions presence in China, currently reaching 3,000+ universities. Cecilia has worked on a number of projects with foreign universities in the US and Australia, including the University of Queensland, Macquarie University, UNSW and DeVry in an advisory role. Cecilia is currently commuting between Australia and China and is a regular speaker for international conferences. Page 10 of 13
17:30-18:15 The ICEF Agent Barometer: Asia Findings Caroline Levesque Room: Fortune 5 Audience: All The i-graduate ICEF Agent Barometer is an annual survey of over 1,000 ICEF-screened agents from over 100 countries. This seminar will present the results from the 2015 Barometer, with a focus on results reported by agents recruiting within Asia. This includes a year-on-year comparison of the attractiveness of international study destinations per education sector, as perceived by Asian based agents recruiting for a wide range of international study programs. Caroline will also share: Where Asian based agents plan to send students in 2016 What agents' concerns are for the year ahead What agents see as the most effective marketing strategies for educators What institutions need to provide in terms of support for their agents The survey findings reported will help educators to build their reputation and relationships with agents, and assist in developing strategies to market themselves and their destinations more effectively to Asian based student recruitment agencies. Caroline Levesque Business Development Manager, ICEF, Canada Caroline brings with her 8 years of experience in communication, marketing and student recruitment. Since she joined ICEF in 2011, she has been working with public and private high schools, colleges, universities and language schools in Eastern Canada, helping them increase their international student enrolments through agents. In her role, she is also developing new relationships with service providers and working closely with Canadian associations active in international education. Previously, she worked in marketing and student recruitment at the Institut français University of Regina. Caroline speaks French, English and Spanish and holds a Bachelor s degree from the Université de Montréal and a Master s in Human Resource Management from the University of Regina. Page 11 of 13
18:15-19:00 Success in China: Building Solid Foundations for Student Recruitment Igor Skibickij Room: Fortune 2 While there is no doubt that China is the world s largest source country for international students, it is also full of local nuances and preferences. Success in China is earned, not bought. Igor Skibickij, Head of StudentMarketing's Branch Office in China, and experienced China Hand will be here to share with you his expertise and experience on how to better succeed in this uniquely complex, competitive, and if done right, hugely rewarding market. His insights will be backed up by hard data, case studies, and advice on how to skilfully navigate the Chinese student market. Igor Skibickij Head of Operations for China & South East Asia, Student Marketing, Austria Igor Skibickij is Head of Operations for China & South East Asia at StudentMarketing. He is based in the company s regional office in Tianjin, China and has been advising the company s clients on how to develop their regional markets and marketing strategies in Asia for over 3 years. He currently oversees a team of 5 dedicated members, incl. researchers, sales and marketing managers. Prior to his promotion, he worked as Project Manager in StudentMarketing s European office and as Sales & Marketing Manager of English Bay College (now SELC Canada) for Central & Eastern Europe and South East Asia. Igor has obtained his MA in Political Science and has working proficiency in English, German, Russian and Mandarin. Page 12 of 13
18:15-19:00 Study in Germany - Your Way into German Universities Annette Friedl Room: Fortune 5 Studying at English-speaking destinations has always been popular but in 2015 Europe had - for the first time - more foreign students than the US. Germany and Sweden having the biggest numbers right after the UK. Germany has turned out to be a very attractive alternative: excellent universities with high quality standards, worldwide recognised degrees, tuition-free education and excellent job opportunities are some of the reasons why Germany is becoming so popular. Pathway programmes (language course plus foundation) offer a structured way to access German universities. We will explain the necessary steps, the documentation you need and take a look at prerequisites, also for Chinese students. There will also be room for individual questions. Annette Friedl Owner and Director, ISL Sprachschule / ISL Language School, Germany Annette Friedl co-runs 3 schools in Germany and is focussed on customer contact in Asia and the Middle East. She has been working independently for over 7 years in advising and helping international students who wish to study in Germany. She has close contacts with many German Universities and the German Foreign Offices in many Mid-East/ Asian countries. She deals with several hundred applications from potential students per year and has seen a large increase of interest in Germany in the last few years. She holds a teaching and business degree from universities in Germany and Ireland. Page 13 of 13