RECRUIT International Students

Transcription

1 Organisational Strategy & Marketing to RECRUIT International Students A planning framework to identify markets & attract the best 29th & 30th June 2010, Rydges Melbourne Hotel, Melbourne COMMENTARY FROM HIGHER EDUCATION & VET EXPERTS: Professor John Taplin Pro Vice-Chancellor (International) The University of Adelaide Katherine Marnane Director VET Export Office Department of Education & Training Qld ATTEND AND HEAR: Peter Speldewinde Assistant Secretary Labour Market Branch Department of Immigration & Citizenship Nicholas Hunt CEO William Angliss Institute of TAFE Austrade s international education strategy How to prepare for migration program changes and adapt your strategic plan The shape of the international market in the coming decade and how to minimise strategic risk Strategies to attract and retain the right mix of international students HEAR PRESENTATIONS FROM: Senior Representative Austrade Professor Lesleyanne Hawthorne Associate Dean International Christopher Riley Deputy Director International Office The University of Sydney Janelle Chapman Manager, International Sales Southbank Institute of Technology Alison Taylor Executive Director, International Programs Macquarie University Robyn Dyer Institute Director Barrier Reef Institute of TAFE.. Anthony Bohm CEO Operations Think: Education Group Dr Bob Birrell Founding Director, CPUR Monash University Robert Lawrence Principal Prospect Research & Marketing WORKSHOPS PRE-CONFERENCE WORKSHOP A How to design & implement an organisational plan to recruit international students MID-CONFERENCE WORKSHOP B Measuring the success & impact of your international recruitment strategy Tony Crooks Education Strategy Consultant Ian Olton Chief Marketing & Strategy Officer University of Southern Queensland Valerie Hoogstad Director of International Education Australian Catholic University Researched by: Register by 23rd April & SAVE up to $300 To Register melik.mengi@criterionconfernces.com

2 A planning framework to identify markets & attract the best Education is Australia s largest service export and contributed more than $17 billion to the economy in International students help fund research agendas, educational facilities and teaching positions. Identifying and recruiting the right type of student is essential to boost the profile, reputation and revenue flow to Australian tertiary education. Institutions need to ensure recruitment is outcomes focused, not output focused. Students shape the character and influence the quality of institutions. Therefore, international student recruitment must be underpinned by the institution s strategy and overall mission. The marketing strategy must also be adaptable, comprehensive and based on sound market projections in order to create an impact in a competitive, varying and evolving market. Organisational Strategy & Marketing to RECRUIT International Students will examine emerging international challenges and opportunities; provide tactics to attract the students you want; and analysis of strategies being used by both eminent and emerging international tertiary educators. This conference will assist Australian universities and VET institutions take the next step in securing their market share of international students who will add value to their organisations. Be part of the discussion on how to: Identify emerging trends and opportunities in the international education market Incorporate overall strategic direction and mission into your marketing and recruitment strategy Maintain and promote diversity in international student recruitment What you will take away: Plans to integrate strategy and marketing functions to support your institution s core values An understanding of changes to the migration program and its impact on enrolments Evidence-based tactics to attract and retain students Tools to define and measure marketing success Strategies to generate & maximise revenue generation To register fax back the registration form to or call our customer service department on Who should attend? This conference has been specifically designed for senior level executives from: Universities TAFE Colleges VET Institutions Federal & State Government Educational Agents With an interest in: Organisational Strategy & Marketing International Student Recruitment International Services / Relations Strategic Planning External Relations Corporate Communications Internal Communications Community Relations Book early for the best rates & take advantage of our group discounts To book register a group please call and we ll coordinate your registration. Endorsed by: Media partner: To Register melik.mengi@criterionconfernces.com

3 Day One Tuesday 29th June, :30 Registration, coffee & networking 9:00 Welcome remarks from the Chair LOCAL DEVELOPMENTS & FUTURE OPPORTUNITIES 9:10 Austrade s strategy to position Australian education in an expanding, competitive & lucrative international market Senior Representative Austrade 9:50 Integrating marketing, student recruitment & international functions to meet emerging market needs The challenges and opportunities of merging associated international strategic functions The importance of scenario planning and flexibility to meet future challenges Facilitating collaboration between departments to ensure common approach to challenges Professor John Taplin Pro Vice-Chancellor (International) The University of Adelaide 10:30 changes to the Study-Migration Pathway & its impact on international education enrolments Revising onshore student experience to contribute to Australia s economic capacity English language skills, quality training and good grades as the foundation of the revised Study-Migration pathway Planning for market shifts in international education demand Adapting recruitment strategies to ensure onshore students qualify for residency Peter Speldewinde Assistant Secretary, Labour Market Branch Department of Immigration & Citizenship 11:10 Morning tea & networking 11:40 Preparing for shifts in demand following visa regulation changes Creating a highly-skilled, full-employment society through stricter visa requirements Identifying emerging and existing markets for non-visa dependent students Future reforms to strengthen the value of Australian education Dr Bob Birrell Founding Director, Centre for Population & Urban Research Monash University 12:20 Establishing success indicators in international student recruitment to build revenue Next generation demand: Developing programs and strategies for 2020 Anticipating shifting market dynamics in international education Defining success, measuring impact and embracing change through your organisational strategy Establishing and refining direction through clarity and transparency of performance Robert Lawrence Principal Prospect Research & Marketing 1:00 Lunch 2:00 Increasing enrolments through offshore partnerships & accessible, non-visa reliant programs Mitigating risk through your international marketing strategy Using different marketing strategies for different regions Becoming a provider of choice by providing articulation pathways to university Janelle Chapman Manager, International Sales Southbank Institute of Technology COLLABORATION & COMMUNICATION 2:40 A practical approach to building sustainable relationships in SE Asia to boost Australia s education engagement in overseas markets How Queensland government is working with emerging export markets to promote Australian education Understanding the educational requirements of your target market to effectively promote your product Identifying Australia s competitive advantage against other English-speaking education providers Katherine Marnane Director, VET Export Office Department of Education & Training Qld 3:20 Afternoon tea & networking 3:50 Building relationships with the corporate sector to attract international students Developing working relationships with industry to add value to the quality of international education Improving international student experience by developing internships centred around student needs Collaborating with international industries to strengthen overseas partnerships Valerie Hoogstad Director of International Education Australian Catholic University 4:30 Effectively communicating a change in brand & strategic direction to international stakeholders Realigning organisational processes and procedures to reinforce a new strategic direction Aligning the institution s message and agent s message to attract the right students Choosing the right mix of marketing tools to target the most appropriate markets Alison Taylor Executive Director, International Programs Macquarie University 5:10 Closing remarks from the Chair 5:20 Close of Day One Early booking discounts apply - the earlier you book the more $$$ you save

4 Day Two Wednesday 30th June, :30 Welcome coffee & networking 9:00 Welcome remarks from the Chair ATTRACTING & RETAINING THE RIGHT COMBINATION OF STUDENTS 9:10 An evidence-based approach to market research to attract & retain students Expanding Australia s reputation and capacity to produce skilled, flexible and exportable workers Capitalising on Australia s competitive advantage to attract quality students Strategies to identify growth areas and potential markets to boost international enrolments Tailoring courses to attract students in target markets Professor Lesleyanne Hawthorne Associate Dean International 9:50 International student diversity: Balancing institutional expectations & constraints, legislative changes & market reality Motivations for diversification Identifying impediments and opportunities in the recruitment of a diverse international student body Balancing institutional international student diversification goals with commercial and demographic realities Christopher Riley Deputy Director International Office The University of Sydney 10:30 MORNING TEA & NETWORKING 11:00 Defining & promoting the advantages of regional education to attract international students Personalised and efficient feedback to recruit international students Effectively using the student body and alumni to attract prospective students Maintaining international student diversity on a small budget Robyn Dyer Institute Director Barrier Reef Institute of TAFE STRATEGIC ALIGNMENT 11:40 Beyond sales: Integrating the social & academic mission into the marketing function Focusing on impact and outcomes over outputs Leveraging relationships to profile and position Engaging in cause marketing to appeal to a values-driven generation Tony Crooks Education Strategy Consultant 12:20 Aligning & integrating marketing strategies to achieve strategic goals Understanding why strategic direction is dependent on an integrated marketing campaign Defining and implementing integrated marketing Understanding and managing cross-institutional concerns when aligning marketing strategies.. Anthony Bohm CEO Operations Think: Education Group 1:00 LUNCH 2:20 Using a student-centric strategy to drive international recruitment Integrating domestic and international strategies to gain a competitive advantage Using your brand/core message to drive the recruitment process across markets Challenges and opportunities associated with integration Ian Olton Chief Marketing & Strategy Officer University of Southern Queensland 3:00 AFTERNOON TEA & NETWORKING 3:30 A strategic approach to managing risk & resourcing international recruitment Supporting international recruitment with your strategic plan Building a diversification strategy for long-term sustainable growth Reinforcing strategy through branding and partnerships Nicholas Hunt CEO William Angliss Institute of TAFE 4:10 Closing remarks from the Chair 4:20 Close of Day Two TEAM DISCOUNTS: Register a team of 3-4 & SAVE up to 10% off the standard price Register a team of 5-6 & SAVE up to 12% off the standard price Register a team of 7-8 & SAVE up to 15% off the standard price Early booking discounts: Register & pay by 23rd April and SAVE up to $600!

5 Workshops Monday 28th June, 2010 Tuesday 29th June, 2010 How to design & implement an organisational plan to recruit international students Pre-Conference Workshop A Monday 28th June, :30am - 4:30pm How to design & implement an organisational plan to recruit international students International Education is a competitive and dynamic industry by nature. International marketing and organisational plans should be shaped by the internal and external operating environment and supported by the broader institutional strategy. Australian organisations need to be able to adapt to the changing competitive environment, work with the right marketing mix and set realistic marketing targets in order to attract the most appropriate students. This workshop is specifically designed to provide practical knowledge, skills, resources and templates to assist you in developing an effective international marketing strategy and become effective recruiters for your institution. This workshop will include case studies and group discussions, whilst examining: The role of marketing within a strategic framework The strengths and weaknesses of various international marketing activities How to design an international education marketing plan, including market entry strategies About your workshop leader: Rachel Colaso is an International Education Consultant based in Brisbane. She has over fifteen years experience in the international education industry. Rachel has successfully developed international education opportunities in Asia, Europe, Middle East, Subcontinent and the Americas. She has extensive knowledge on international education and broad experience in the assessment of international qualifications, development of international opportunities and marketing Australian education overseas. This knowledge has allowed her to consult with Queensland government agencies, higher education institutions, RTOs, schools and private organisations. In recent years, Rachel was commissioned by the Queensland government to develop and write best practice manuals for the VET sector, including due diligence of international partners. She is also co-author of an agent management manual. Measuring the success & impact of your international recruitment strategy Mid-Conference Workshop B Tuesday 29th June, :30pm - 8:30pm In order to build upon success and address strategic shortcomings, institutions need to be able to define and measure the qualitative and quantitative performance indicators of their strategic plan. This requires the development of KPI which measure the success of international student recruitment in relation to the overall strategic direction, and the profiling and positioning of the institution. This workshop will help you: Define and develop KPI to measure the success of your institution s marketing and recruitment strategy Measure, analyse and extrapolate meaning from your performance data Feed performance data into your marketing strategy and realign recruitment processes to your strategic plan About your workshop leader: Janelle Chapman is the Manager, International Sales at Southbank Institute of Technology in Brisbane and has been in this role since October Prior to taking up this position, Janelle had been Acting Director, VET Export Office; Manager, International Partnerships at Southbank Institute; Manager, International Business at Open Learning Institute (OLI); Project Officer in the Educational Partnerships Unit developing pathways with university degrees, as well as having a long teaching career. Southbank Institute of Technology is a statutory authority of the Queensland Government. The Institute is Australia s leading provider of high-level vocational and technical education, with more than 31,000 students enrolled in over 300 programs or which 2,700 are international students. EARLY BOOKING DISCOUNTS: Register & Pay by 23rd April and SAVE up to $300 Register & Pay by 21st May and SAVE up to $200 Early booking discounts apply - the earlier you book the more $$$ you save

6 Registration Page Conference: 29th & 30th June, 2010 Workshops: 28th & 29th June, 2010 Organisational Strategy & Marketing to Recruit International Students EVENT PRICES Tick relevant box Register & pay Register & pay Standard price by 23 April 2010 by 21 May 2010 from 21 May 2010 HOW TO REGISTER Brochure Code: CC*DS 2 Day Conference $2299+GST $2399+GST $2499+GST =$ =$ = $ SAVE $200 SAVE $100 2 Day Conference $3148+GST $3248+GST $3398+GST + Workshop A =$ =$ = $ SAVE $250 SAVE $150 2 Day Conference $2748+GST $2848+GST $2998+GST + Workshop B =$ =$ = $ SAVE $250 SAVE $150 2 Day Conference $3497+GST $3597+GST $3797+GST + Workshops A & B =$ =$ = $ SAVE $300 SAVE $200 Fax: Tel: melik.mengi@criterionconferences.com Mail: Criterion Conferences Pty Ltd Level 7 AMP Centre 50 Bridge Street Sydney, NSW, 2000 Audio CD Please send me Set(s) $899 + GST = $ If there is a package you require that is not mentioned above, please contact us and we will be happy to provide you with a quote. *GST is charged at 10% Registration fee includes lunch, refreshments and conference documentation. Full payment must be received prior to the conference to ensure admission. TEAM DISCOUNTS Register a team of save 10% off the standard price Register a team of save 12% off the standard price Register a team of save 15% off the standard price If you want to register a group please feel free to call us on and we will co-ordinate your registration to ensure it s as easy as possible. Only one discount can be used per booking. VENUE Rydges Melbourne Hotel 186 Exhibition Street, Melbourne VIC 3000 Phone: (03) Please call the venue for the best rate of the day Cancellations: Should you be unable to attend, a substitute delegate is welcome at no extra charge or a credit note for the full amount will be provided. The company regrets that no cancellations will be refunded, course documentation will, however, be sent to the delegate. For an event cancelled by Criterion Conferences, registration fees are fully refundable. Privacy Policy: Any information provided by you in relation to this conference is collected by Criterion Conferences Pty Ltd and will be added to our database with the sole purpose of providing you with information about future conferences and services. If you do not wish to be added please tick here when you fax back your registration to Changes to Conference and Agenda: Criterion Conferences reserves the right to alter the programme without notice and is not responsible for any loss or damage or costs incurred as a result of substitution, alteration, postponement or cancellation of any event. Criterion Conferences Pty Ltd ABN number: DELEGATE DETAILS Please complete fully. (Please photocopy for additional delegates) Delegate Forename: Delegate Surname: Job Title: Company/Organisation: Telephone: Fax: Postal Address: Signature: Approving Managers Name: HOW TO PAY Number of delegates: Total amount (inc GST) $ Credit card: Visa Mastercard American Express Bank Transfer (details below) Cheque Please make payable to Criterion Conference Pty Ltd & mail to Criterion Conferences, PO Box R1478, Royal Exchange, NSW Quote TERTIARY on the remittance. Please invoice me Cardholder s name: Card No.: Expiry: Signature: Bank Transfers: Account Name - BSB Code: Criterion Conferences Pty Ltd Account Number: Bank Name: Westpac Ref: TERTIARY Address: SHOP LG 4/5 THE BROADWAY S/C, Broadway, NSW 2007 Gi12337 The earlier you book the more $$$ you save!