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Australian Education Industry International Marketing Issues

Australian Education Industry International Marketing Issues

Government scrambles to avoid China crisis. THE marketing of tertiary education to international students by Austrade has had a few “teething issues” in the midst of the growing crisis in the $18.6bn industry.

This will get the attention of Tertiary Education Minister Chris Evans.

But he claimed that long visa processing times, which plagued the sector, had been largely resolved. However, the government’s response and understanding of the impending crisis in student numbers appears fractured, with three departments now having some responsibility for the issues: tertiary education, immigration and trade, which was handed responsibility for marketing international education in July….

…But at the recent China International Students Conference fair, which began a six-month tour in Beijing two weeks ago, there were fewer Australian institutions represented (18) than from New Zealand. By comparison Canada, which is doubling its student intake during the next two years, had 80 booths.

Education fairs are the most expensive sales or promotional channel and should be avoided in favour of effective “marketing” channels i.e. word of mouth via students onshore/offshore, agents and internet which account for 99%+ of all students.

Unfortunately Austrade revenue model, yes they charge for their services, (and possibly personnel bonus scheme?) , favours one off physical promotional events hosting Australian visitors, versus sustainable long term offshore marketing strategy….which is left to offshore agents…..

 

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