Policy

1

• Internationalisation in Australia
• From an internationalist to a globalist
• education economy?
• Karel Reus

2
Key datesFrom international aid to international
trade

• 1950 Inauguration of the Colombo Plan for
  students with government-sponsored scholarships.
  Seen as foreign aid.
• 1979 A special Overseas Student Charge (OSC)
  introduced, but the OSC is substantially less
  than full cost.
• 1985 Philosophy changes from international aid
  to international trade. Universities encouraged
  to offer places to overseas students on a
  full-fee, full cost-recovery basis. Institutions
  encouraged to charge a profit margin. No limit
  set on the number of students for any
  institution, but overseas students could not
  buy places reserved for Australian students.
• 2000 ESOS (Educational Services for Overseas
  Students) Act was passed. This is essentially
  consumer protection legislation.

3
Why do we market our system?

• To pay the bills
• To provide resources for expansion
• To internationalise
• What are our main target groups?
• Students
• Friends
• Families
• Institutions

4
How do we market/recruit?

• Guided by targets negotiated with faculties
• Working with
• Agents
• AEI
• Teams of highly experienced recruiters, with
  detailed knowledge of the universitys products
• Advertising
• Attendance at exhibitions and fairs
• Presentations at schools, and on university
  campuses
• Informed by market research (IDP, AEI, own
  research)
• Web support and application system
• Marketing in and outside Australia

5
Where are our main markets?

• China 18
• Malaysia 11
• India 9
• Hong Kong 9
• Indonesia 7
• Singapore 7
• Thailand 4
• South Korea 3
• Taiwan 3
• Norway 2

6
Which products do we sell?

• Full degrees (undergraduate and postgraduate)
• One- or two-semester study abroad
• Graduate and postgraduate diplomas
• Access programs
• Twinning programs
• Articulation arrangements
• Short courses
• Upgrade courses
• Non-award courses

7
Access programs (an example from Monash)

• Pathways to Monash
• Monash University English Language Centre
• For students needing to upgrade English and study
  skills
• Monash University Foundation Year
• On- and off-shore. For students needing an extra
  year of school-level study
• Monash College
• On- and off-shore. For students needing to
  upgrade to university entrance requirements. One
  or two years.

8
What Government provides

• A regulatory environment
• Quality control
• Market intelligence
• Financial incentives

9
Student mobility in Australia

• Of 29 Australian universities surveyed in late
  2003, there were
• 3,815 incoming exchange students
• (mostly from USA, Canada, Germany, Sweden, UK,
  France, Japan)
• 2,861 outgoing exchange students
• (mostly to USA, Canada, UK, and Japan, and mostly
  studying Business, Arts, Law and Engineering)

AUIDF Benchmarking 2003 Report (March 2004)
10
Monash University number of agreements 1989-2003
11
How do we position ourselves?

• Branding
• Smart marketing
• Targeting
• Quality assurance
• Rudimentary Australia brand!

12
How do we deal with competition?

• Through market research
• Through reports from the field
• Through intelligence
• Through advice from government and other agencies
• Better products
• Better processes
• Better services
• Better communication

13
The regulatory environment in Australia

• ESOS
• System of provider and course registration
• National Code (AV-CC)
• International treaties and conventions
• For example
• The Lisbon Recognition Convention
• Code of Good Practice in the Provision of
  Transnational Education
• Diploma Supplement

14
What has acted in Australias favour?

• A financial incentive
• An enterprising culture
• Relative independence of universities in
  approaching the market
• Working together where it makes sense
• Competition

15
What has worked against Australia?

• The tyranny of distance
• Past racism
• Unsympathetic governments
• Too much competition
• Some doubtful practices
• Promoting beach and beer
• Overselling by agents
• Reputation for being interested only in money
• Neglecting, to some extent in some universities,
  the core historical mission of the university

16
Blessing or Curse?

• Australian success in the marketplace has lead
  to
• Better facilities
• More staff
• An international profile
• Friends abroad
• But it has also changed universities
• In attitude
• In governance

17
The future?

• Move towards more cooperation (student and staff
  mobility)
• Move, in some universities, towards emphasis on
  research cooperation
• Move towards mainstreaming internationalisation
• Declining interest in offshore ventures
• Greater interest in rankings
• Greater emphasis on quality assurance

18

• Thank you
• A copy of this presentation will be available
  after October 1 on
• www.karel-reus.com