Forum A4 Kelly

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Information about Forum A4 Kelly
Travel-Nature

Published on March 30, 2008

Author: Beverly_Hunk

Source: authorstream.com

Education Market in East & Southeast Asia:  Market analysis & strategic marketing planning John Kelly Mentor International Oct 2001 Education Market in East & Southeast Asia Who am I?:  education marketing consultant 18+ years experience in Asia working with major British & Australian universities, e.g. University of Birmingham, London School of Economics, University of Melbourne Who am I? Workshop Schedule (Part 1) 15.00-15.05 Introduction 15.05-15.30 Strategies 15.30-15.40 Q/A 15.40-16.05 Country reviews 16.05-16.15 Q/A 16.15-16.25 Group work preparation 16.25-16.40 Coffee break (individual preparation) :  Workshop Schedule (Part 1) 15.00-15.05 Introduction 15.05-15.30 Strategies 15.30-15.40 Q/A 15.40-16.05 Country reviews 16.05-16.15 Q/A 16.15-16.25 Group work preparation 16.25-16.40 Coffee break (individual preparation) Workshop Schedule (Part 2) 16.25-16.40 Coffee break (individual prep) 16.40-16.55 Group discussions 16.55-17.05 Group A presentation 17.05-17.10 Comment 17.10-17.20 Group B presentation 17.20-17.25 Comment 17.25-17.35 Group C presentation 17.35-17.40 Comment 17.40-17.50 Group D presentation 17.50-18.00 Comment & Summary :  Workshop Schedule (Part 2) 16.25-16.40 Coffee break (individual prep) 16.40-16.55 Group discussions 16.55-17.05 Group A presentation 17.05-17.10 Comment 17.10-17.20 Group B presentation 17.20-17.25 Comment 17.25-17.35 Group C presentation 17.35-17.40 Comment 17.40-17.50 Group D presentation 17.50-18.00 Comment & Summary Asia Market Groups:  Japan, Korea & Taiwan (ROC) Singapore, Malaysia & Hong Kong Thailand, Indonesia & Philippines China Myanmar, Vietnam, Laos, Cambodia Asia Market Groups Approaching Asian Markets (Consortium) Advantages:  Joint funding - cost effective Learning together Stronger influence Good for beginners Good for smaller players e.g. GATE, CHEER, other Approaching Asian Markets (Consortium) Advantages Approaching Asian Markets (Consortium) Disadvantages:  Being together Obvious competition Approaching Asian Markets (Consortium) Disadvantages Approaching Asian Markets (Individual) Advantages:  Independence Competitive advantage Brand awareness Good for the knowledgeable Good for larger players Approaching Asian Markets (Individual) Advantages Approaching Asian Markets (Individual) Disadvantages:  High cost Less learning from others Approaching Asian Markets (Individual) Disadvantages Country Competitors in Asia:  UK US Australia New Zealand Canada Japan, Russia, Malaysia Country Competitors in Asia Working with Agents in Asia (1) What is an education agent?:  Government department Travel agency Publisher Language school Education consultant Working with Agents in Asia (1) What is an education agent? Working with Agents in Asia (2) Advantages:  Follow up Local liaison Local market knowledge Fast market access Working with Agents in Asia (2) Advantages Working with Agents in Asia (3) Disadvantages:  Cost - commission, marketing Dependence Servicing Working with Agents in Asia (3) Disadvantages Market Research Know your market!:  Reports, NSOOR*, NARIC ** Local knowledge Survey * www.deet.gov.au/nsoor/cep/index.htm ** www.naric.org.uk/home/htm Market Research Know your market! The Politics of Marketing :  The Politics of Marketing Internal marketing comes first! Find some champions Beware the dinosaurs Gain budgetary support Use the comparative threat Small successes rather than large failures The tail wagging the dog Institutional Stance for Asia:  Institutional Stance for Asia Offer the programmes you have Modify your programmes Create new programmes Solve the English language question Solve the German language question Asia Market Strategy Focus:  Asia Market Strategy Focus Quality Price Subject Location Friendliness Popularity Size of institution Why Market Groups?:  Why Market Groups? Similar economic conditions political similarities cultural similarities reasonably close location Asian Market Groups:  Japan, Korea & Taiwan (ROC) Singapore, Malaysia & Hong Kong Thailand, Indonesia & Philippines China Myanmar, Vietnam, Laos, Cambodia Asian Market Groups Education Systems Source: National Office of Overseas Skills Recognition, Australia (NSOOR)h:  Education Systems Source: National Office of Overseas Skills Recognition, Australia (NSOOR)h Japan - Education System :  Japan - Education System Korea - Education System :  Korea - Education System Taiwan - Education System (Republic of China):  Taiwan - Education System (Republic of China) Thailand - Education System :  Thailand - Education System Indonesia - Education System :  Indonesia - Education System Philippines - Education System :  Philippines - Education System China - Education System (PRC):  China - Education System (PRC) Malaysia - Education System :  Malaysia - Education System Singapore - Education System :  Singapore - Education System Hong Kong - Education System :  Hong Kong - Education System Myanmar - Education System:  Myanmar - Education System Vietnam - Education System :  Vietnam - Education System Laos - Education System (PDR):  Laos - Education System (PDR) Cambodia - Education System :  Cambodia - Education System Country Statistics:  Country Statistics Total Number of International Students in Australia, New Zealand, USA, and UK ------------------------------------:  Total Number of International Students in Australia, New Zealand, USA, and UK ------------------------------------ Sources Australia Education Centre Trade New Zealand British Council www.opensdoorsweb.org www.ukcosa.org Asia Marketing Activities (1) Media:  Asia Marketing Activities (1) Media Newspaper Magazine Foreign university literature Paint a bus, hot air balloon Asia Marketing Activities (2) Literature:  Asia Marketing Activities (2) Literature Brochure Leaflet Flier Poster Postcards Asia Marketing Activities (3) Direct Mail:  Asia Marketing Activities (3) Direct Mail Letter Flyer (or more) CD Rom Special offer (laptop) Insertion Marketing Activities (4) Events:  Marketing Activities (4) Events Exhibitions Presentations Interviews Sponsorship Alumni events Marketing Activities (5) Internet:  Marketing Activities (5) Internet Web site - local language? Email (beware spam!) Other: Visiting academic staff Staff contacts survey Workshop Schedule (Part 2) 16.25-16.40 Coffee break (individual prep) 16.40-16.55 Group discussions 16.55-17.05 Group A presentation 17.05-17.10 Comment 17.10-17.20 Group B presentation 17.20-17.25 Comment 17.25-17.35 Group C presentation 17.35-17.40 Comment 17.40-17.50 Group D presentation 17.50-18.00 Comment & Summary :  Workshop Schedule (Part 2) 16.25-16.40 Coffee break (individual prep) 16.40-16.55 Group discussions 16.55-17.05 Group A presentation 17.05-17.10 Comment 17.10-17.20 Group B presentation 17.20-17.25 Comment 17.25-17.35 Group C presentation 17.35-17.40 Comment 17.40-17.50 Group D presentation 17.50-18.00 Comment & Summary Thank you for your enthusiasm -- o -- Good fortune with your marketing -- o -- John Kelly mentrisc@loxinfo.co.th www.mentorisc.com:  Thank you for your enthusiasm -- o -- Good fortune with your marketing -- o -- John Kelly mentrisc@loxinfo.co.th www.mentorisc.com

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