Course Content
INTRODUCTION
This chapter answers the following questions: What kinds of education services are offered in destination countries? What information does the student counsellor need to understand a destination country? What advice are students likely to want about a destination country? What are the main destination countries?
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Education Markets in Destination Countries
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Understanding a Country
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Test of Knowledge Progress
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DESTINATION COUNTRIES
The following countries are covered in this chapter: US Canada UK Ireland Germany Switzerland Netherland - Holland France Spain Italy Malta Australia New Zealand China Japan Malaysia Singapore
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The United States of America
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Canada
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Test of Knowledge Progress - Canada
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United Kingdom
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Test of Knowledge Progress - United Kingdom
03:00
Ireland
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Test of Knowledge Progress - Ireland
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Germany
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Switzerland
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Netherlands
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France
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Spain
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Italy
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Malta
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Australia
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New Zealand
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China
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Japan
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Malaysia
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Singapore
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EDUCATION SYSTEMS
This chapter summarizes the following questions: How is the education system structured in destination countries? What types of educational institutions are there and how do they fit in the education system? What types of qualifications can a student gain from these educational institutions? What is the regulatory framework for qualifications, and how does it work? Where do international students enter and leave the education system?
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Overview of Educations System
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Structure
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Qualifications Framework
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Study Planning
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Test of Knowledge Progress - Education System
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REGULATORY SYSTEMS, VISAS AND LEGAL REQUIREMNTS
International education in a destination country is most likely controlled by legislation and associated regulations at national and state/regional levels. This lesson examines common laws and regulations relating to international education and outlines how they operate. Focus Questions How are the regulatory systems structured in destination countries? How do the regulatory systems affect the different types of educational institution? How do the regulatory systems affect the student counsellor?
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Regulatory Systems
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Government Laws and Regulations
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Industry Self-Regulation
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Types of Laws
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Legal Requirements
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Legal Requirements of Education Providers
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Agent Contracts and Accountability
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Consumer Protection
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Student Visas
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Migration Regulations
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Student Visas
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Enrolment and Visa Applications
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Prerequisites
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INTERNATIONAL EDUCATION STAKEHOLDERS
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Overview
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Education Institutions
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Communication with Education Institutions
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STUDENT CLIENTS MANAGEMENT
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Student Client Management
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Recruitment and Enrolment
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After Departure
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STUDENT CARE ISSUES
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Overview
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People
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Student Care Programmes
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Cultural Awareness
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STUDENT DOCUMENTS
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Overview
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Dealing with Student Documents
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Working Effectively
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Technology
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Customer Service
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Work Practices
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MARKETING INFORMATION AND ETHICS
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Marketing Information
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Sources of Information
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Using the Information
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Ethics
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Principles
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Issues
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CISA- Certified International Student Advisor
About Lesson

Using the Information

The student counsellor needs to know how to use information from various sources for marketing and recruitment of students.

Marketing and Promotion

Preparation

When selecting and preparing information for use in marketing materials, consider:

  • Will the information be easy to use and understand, and beneficial for students?
  • How technologically feasible will it be to produce the materials?
  • What are the design, resource, and production requirements?
  • Are there clear aims for the marketing materials?
  • Are the materials used according to the promotional strategy for the institution?
  • Do they meet the business strategy and play to business strengths?

Ideally, new education products/services should be ready to be introduced as others decline so that at least one part of the product range is showing a sales peak.

Presentation

Information about the market in a destination country should be presented in a variety of forms depending on students’ communication needs. Information can be presented to prospective students by means of:

  • Face-to-face counselling
  • Web pages and interactive feeds
  • Brochures and information packs
  • Audiovisual presentations
  • Seminars and lectures
  • Newspaper and magazine articles and television presentations
  • Viral marketing.

Legal obligations concerning marketing and information handling are discussed in A4.1 Legal Requirements of Education Providers and A4.2 Agent Contracts and Accountability.

Extension Questions: When using information about a destination country for marketing:

  • How is the information selected and prepared?
  • How is the information presented to potential students?
  • What are the legal obligations concerning the use of information in marketing?

Recruitment

Recruiting students involves using market information to target potential students and interest them in enrolling. As always, it is essential that the information be accurate and up to date.

Targeting, Persuading, and Promoting

Targeting

Market information should be matched to the profiles of prospective students, and presented to them using the most effective and worthwhile techniques for that market segment.

Persuading

With any form of promotion, the aim is to get potential students’ attention, then keep their interest and develop it into a desire to enrol. The student counsellor should be thoroughly familiar with the destination country and its products. This enables him/her to provide prospective students with more detailed advice and better answers to their questions. He/she should be original and creative in promoting the desirability and benefits of the study and living options in the destination country. The focus should be on the unique and competitive advantage of the education services being promoted.

Some walk-in students do so out of vague curiosity. A proportion of these students may decide on international study in the future but they do not seriously intend to enrol yet. The student counsellor should spend some time to build the relationship so that they become future prospects. If possible, he/she should create a regular programme for communicating with potential students to regularly remind them of what is on offer. An important precaution is to understand that students may react differently to the way that a promotional message is presented.

From Interest to Sale

Students’ interest in a course of international study ideally turns into a sale. The student counsellor’s advice and assistance can be a deciding factor in this happening. (Note: The student counsellor should monitor the results of promotional activities and review selling efforts in order to improve on them.)

Extension Questions: When using information about a destination country for recruitment:

  • How can the student counsellor target information to potential students?
  • How can he/she present the information to them?
  • What are the legal obligations concerning the use of information in marketing?

Enrolment

Before proceeding with the enrolment, the student counsellor should confirm that students have accurate information about their choices for studying and living in the destination country. Any misconceptions must be clarified to be sure that students can make an informed decision. In addition, the student counsellor should advise students clearly about the enrolment and visa application processes.

Extension Questions: When enrolling students:

  • How does the student counsellor confirm that the students have accurate information?
  • How does he/she advise them about enrolment and visa application processes?
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