AIEC Review 2011 AIEC Review. Visit

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1 1 AIEC 2011 Review

2 2 AIEC 2011 in Summary Andrew Thompson Chief Executive & Managing Director IDP Education Pty Ltd 2011 marked a double celebration: it was the 25th anniversary of the introduction of the full-fee paying international student program in Australia and the 25th year that the Australian International Education Conference has played a vital role in providing a forum for members of the industry. Australia is now a major global player in international education with more than two and a half million alumni worldwide. It has become a world leader in many aspects of international education, including innovative promotion and marketing; extensive pathway programs; offshore delivery of courses; strong quality assurance, student support and consumer protection arrangements; linkages with migration and employment; and an entrepreneurial business focus. Stephen Connelly President International Education Association of Australia But international education in Australia also faces many challenges and major difficulties, particularly in recent years. The 25th anniversary provided the ideal opportunity to reflect on what we have achieved so far and to consider future directions and priorities. The forward-looking theme, The Next Twenty Five Years? provided a vehicle for envisioning what Australia s future international engagement in education, training and research might be. We were privileged to attract some of the world s leading experts in international education from Europe, Asia, North America and Africa to participate in the major plenaries and sessions and examine these issues with us. We were also successful in attracting the largest contingent in recent years of international delegates to AIEC Evaluations by delegates underscore the sense that this was the most successful AIEC ever in terms of content and impact. We successfully continued to press for a national strategy for international education and were witness to Minister Chris Evan s welcome announcement at AIEC about the establishment of the International Education Advisory Council (IEAC) to inform the Australian Government s thinking about our important enterprise. We received a strong and long hoped for signal that the Government is open to a forward-looking, strategic vision for international education producing deep educational, social, cultural, linguistic, economic and diplomatic returns for Australia. The Government has now responded decisively to the multiple voices in the sector, not the least through the AIEC, and has responded in a thoughtful and balanced way, avoiding public policy-making on the run. Our challenge in AIEC 2012 is to continue to give leadership and direction to Australian international education as we move to engage more deeply with countries and regions around the globe.

3 AIEC Review Conference Report Michael Kirby sets the tone for a successful conference One of the stand-out moments at this year s AIEC was The Hon Michael Kirby s sincere thanks, on behalf of the Australian people, for the great job the international education industry does. One of the stand-out moments at this year s AIEC was The Hon Michael Kirby s sincere thanks, on behalf of the Australian people, for the great job the international education industry does. He acknowledged our efforts at every level, and pointed out the diverse benefits, both measurable (economic) and less tangible (richness of culture), that are direct outcomes of our hard working industry. The beaming faces in the packed auditorium at that moment said it all, and Mr Kirby s Opening Plenary address went on to set the tone for another successful conference. There were many highlights for the 1147 delegates over the four days of this 25th Australian International Education Conference: a series of professionally moderated dialogues that challenged assumptions, and asked some tough questions of the senior industry panel members; sessions pointing out recent innovations that will lift the industry to the next level; speakers who shared valuable lessons in maximising social media in marketing; and others who discussed internationalisation of the curriculum. Todd Sampson (from ABC TV s Gruen Transfer) ended the conference with a motivating presentation where he reminded us that to be at our most creative and get the edge on our competitors, we must overcome our fear and be braver five minutes longer than our competitors. Todd s message reinforced that action is the antidote of fear. Another highlight for many was of course the social events. These provided an opportunity for the industry to get together informally over a drink (or a bull ride) and kick up their heels to the best of the 80s in the IDP sponsored 80s dinner. The AIEC is not just about the formal learning opportunities that expert speakers provide in the sessions and workshops, and we were reminded that the sharing of experiences and ideas outside of the session rooms, is just as valuable as inside them. This year s Conference attracted 1147 delegates from 35 countries. More than 140 speakers presented in 96 sessions, including more international speakers than we ve had in recent history. Feedback from delegates has been very positive with 93% of survey respondents indicating that their overall satisfaction with the AIEC as excellent or good. 89% of respondents indicated that the conference sessions were either excellent or good, and around 70% of delegates are planning on attending AIEC 2012 in Melbourne. Planning for AIEC 2012 is already underway and will be held at the new Melbourne Convention Centre (2-5 October). We are looking forward to making the most of their state-of-the-art facilities and integrating some exciting new session formats and innovations using the technology at our disposal. Keep an eye on the website at for information and updates on next year s event. Call for sessions opens in February, and registration will open in late April. Here s a sample of some of the feedback from delegates: A most enjoyable conference, fun and entertaining with lots to do and listen to. A diversity of speakers on most topics that helped to engage with the audience and provide for some fascinating discussions around the room. John Nowakowski, CAPA I am disappointed I was not able to attend the conference full time and would like to do so next year as I gained a lot of information and things to consider in my work in this area. Janette Gerhardy, University of Adelaide This opened up the bigger world of international education to me and helped me to view my place in this industry with a broader perspective. It also prompted me to look at the bigger picture. It gave me many new ideas on how to approach my current role which is related to admissions assessment and coordination. Also I can see now that we can t become complacent in Australia. Overall I gained a huge amount of knowledge, information and growth from this conference. Delegate from RMIT Davina Park IDP Conference Manager

4 4 Keynote Speakers A common theme from the conference keynote speakers was the message. How to tailor the message to rise above our competition, to stand out, to elevate our industry profile and how to use creativity and bravery in crafting our message. Fayi Akindoyeni The Hon Michael Kirby AC CMG Todd Sampson Welcome plenary Fayi Akindoyeni Fayi Akindoyeni, heads a team of strategic business developers for Kreab Gavin Anderson a global strategic communications partnership, advising corporations and other organisations on issues of strategic importance in business, finance and politics. What is it, she asked, that our institutions can put forward to prospective international students that both aligns with fellow state and national institutions yet is personalised by something significant and desirable? Message matters was Fayi Akindoyeni s point of focus. Send your message concisely, effectively and correctly or else prepare yourself to be sidelined as just another bit of noise in a society flooded with content. Opening plenary The Hon Michael Kirby AC CMG The Hon Michael Kirby threw down a challenge to the Australian international education industry in his keynote address. It is important to elevate your profile. You keep your light under a bushel and don t have a high enough profile for an industry that brings $18 billion into the country. Acknowledging the problems that the industry faces (the global financial crisis, high Australian dollar, perceptions of safety and racism), Mr Kirby said that Australia does have some very positive things going for it. Geographically, Australia is in a good position on the rim of the key growth regions of the 21st century. We also have a great advantage in being a natural first language English-speaking country. Mr Kirby said: The future of the international education sector for Australia (in the short and medium term) looks very good but there is an identity crisis. Australian people don t know about the industry. Closing plenary Todd Sampson Todd Sampson is the CEO of advertising agency Leo Burnett and a star of the ABC television show the Gruen Transfer. Todd ended the conference with a motivating presentation where he reminded us that to be at our most creative and get the edge on our competitors, we must overcome our fear and be braver for five minutes longer than our competitors. Todd s message reinforced that action is the antidote of fear. Other Key presenters The Hon Jack Snelling MP, Treasurer, South Australian Government Dr Adam Fraser International education industry speakers William Archer, CEO, International Graduate Insight Group (i-graduate) Professor Awang Bilgiba Awang Mahmud Phil Baty, Deputy Editor, The Times Higher Education Nicola Dandridge, Chief Executive, Universities UK Hans de Wit, Professor of Internationalisation of Higher Education, Hogeschool van Amsterdam Professor Peter Høj, Vice Chancellor and President, University of South Australia Professor John Hudzik, Professor, Michigan State University Dr Janet Ilieva, Head of Research for Education Intelligence, British Council Professor Simon Marginson, Professor of Higher Education, University of Melbourne Amitaby Mattoo, Director of the Australia India Institute, University of Melbourne Arfa Noor, National president of the Council of International Students Australia Gudrun Paulsdottir, President of the European Association for International EducationFazal Rizvi Professor in Global Studies, University of Melbourne Shakil Shamsu, Officer on Special Duty, Department of Higher Education, Government of India Colin Walters, CEO, Australian Education International John Webb, Deputy Director, Australia India Institute, University of Melbourne Shen Yang, Deputy Director-General, Department of International Cooperation and Exchange, Ministry of Education China Dr Michael Wesley, Executive Director, Lowy Institute for International Policy

5 5 Back to the future: IDP s 80s party The Australian International Education Conference celebrated the 25th year since its inception in So, what a great excuse to have a fabulous 80s themed party for the conference dinner. Delegates got into the spirit: we had so many great outfits. Michael Jackson, Madonna, MC Hammer were all channelled for an evening of glamour and fun... so were Marty McFly, Maverick from Top Gun and even a Mario Brother. The jury is still out whether 80s fashions should be left firmly in the past. But everyone agreed that the era produced some unforgettable music. The New Romantics, a great 80 s cover band, cranked out some terrific hits and, fuelled by multi-coloured daiquiris, everyone rocked the room dancing till midnight.

6 6 Conference highlights The 25th Australian International Education conference had the appropriate theme: International Education: the next 25 years. Here is just a sample of some of the thought provoking and insightful sessions that looked at the journey of international education over the past twenty-five years and also took a peek into the crystal ball to envision how the next twenty-five years will look. Where we are today: A Changing Landscape: Malaysia, Singapore and the Asian Education Hubs of the Future RMIT University s Sharon Yap told delegates countries like China, Malaysia, Singapore, Hong Kong and Taiwan are actively working to attract greater numbers of students from around the Asia-Pacific region. Australia is in danger of losing a significant proportion of its international student cohort if Asian universities continue a trend of encouraging students to study in regional education hubs instead. Ms Yap warned this was beginning to happen in the Asian region with damaging implications for Australia s intake of foreign students. For example, Malaysian students make up a large proportion of Australia s higher education enrolments, and Ms Yap said there was potential for that figure to increase but the worry is it will go the other way if they are drawn to Asian education hubs instead. Australia s quite far from everywhere else, so who else is going to come here geographically (if we lose Asian students). Hot topics in international education: global update. It was evident from a diverse panel of speakers that there is a great need for universities all around the world to embrace diversity and to internationalise. From South Africa, Dr Loveness Kaunda relayed the difficulties faced by the emerging higher education institutions of Africa. The Brain Drain occurring due to international scholarship results in a lack of educated living in their home country. Soon there will be an education vacuum which will last until the next generation finishes their studies. This contrasts with what Mr Chris Madden from APAIE observed in the Asia Pacific; teachers are returning after work overseas, combining their Western experience with their own ideas, creating a unique perspective. Professor John Hudzik, from Michigan State University, enlightened the audience about the impact of current economic cycles on the U.S Education System and the shift of education from the public domain into the private sector. Ms Gudren Paulsdottir, EAIE President, discussed the U-Multirank profiling and search system currently in pilot mode; a program being developed allowing interested parties to search for a university with their own personal parameters. It is currently funded by the EU, but looking for a home. Ensuring universities are being internationally relevant was important for Ms Janet Ilieva, British Council H.K. Ilieva believes there is a dire importance for universities to meet the needs of students, local and international, including overcoming challenges with employment. Ms Mary Anne Grant, ISEP, spoke about providing greater student mobility and overcoming the financial limitations through collaboration between higher education institutions around the world. Where we have come from Australia Compared with What? Ms Jennie Lang, Pro- Vice-Chancellor (International) UNSW took a realistic look at the Australian international education industry. She emphasised the importance of emphasising the comparative advantages and our deep connection to our geographic region. She pointed out that the Australian Government was the first in the world to protect international students as consumers under the ESOS legislation.

7 7 Conference highlights Australia is unique. We need to define and promote our unique value proposition in a globalised world. The benefits we offer include: education quality, a healthy economy, the fact that Australian universities are amongst the most international in the world and our geographic advantage of being within the Asian region. Where we are going: Imagining Australia s Future in Global Education, Training and Research: A Facilitated Dialogue. Maxine McKew led a panel of witty and knowledgeable speakers who discussed Australia s future global role in education. The discussion took a strongly developmental approach to the current underlying issues of the Australian international education system, constructively criticising what must change. One word which was routinely visited in all issue discussed was that of partnership, and it was the sheer frequency of this word which presented the topic to the audience as one of the most essential areas of the industry which needs improvement and consistent maintenance in order to secure, and strengthen Australia s international education market and experience. One strong suggestion was put forward of facilitating student to student discussions which could prove a simple, direct and cost free method of understanding and fixing issues with international education in Australia. Communicating Change: Engaging Prospective Students with Mobile Technologies Facebook is in. Brochures are out. Flinders is moving into the digital age with an iphone App released earlier this year which connects people around the world directly to the University. Ms Virginia Pattingale and Ms Kate Silkstone from Flinders University spoke about benefits of utilising new technologies and the amazing potential the digital age offers. Driven by the desire to reduce freight costs and reach out internationally, Flinders jumped online. Beginning with their humble e-brochure and updated website, the new App now combines all online technology at the literal touch of the fingertip. Enhancing the Soft Power Potential of Australian International Education: Re-defining the Next 25 Years Prof Dean Forbes, Deputy Vice-Chancellor (International and Communities) Flinders University discussed enhancing the soft power potential of international education and how we should go about it. The first way is to continue to improve the quality of our international education product. Secondly, universities must put extra effort into building their third wave internationalisation strategies, significantly to expand and deepen international alumni networks. The third element is to strengthen the scholarships and education sector support that addresses the needs of the less developed economies.

8 IEAA AWARDS The 2011 IEAA Awards for International Education seek to recognise good practice and celebrate the outstanding contribution of individuals and teams to Australia s reputation for quality and innovation in international education. IEAA congratulates the winners of the 2011 Awards for International Education. The strength and diversity of the nominations for these awards is testimony to the excellent work being undertaken across Australia in the international education in all sectors. Distinguished Contribution to the Field of International Education Sponsored by IDP Education This award recognises the ongoing outstanding contribution of a professional colleague in international education who has led ground breaking initiatives that improved international education in Australia. There were two winners: Simon Marginson Professor of Higher Education Melbourne Graduate School of Education Paul O Halloran Regulatory Affairs Manager ITC Limited and the University of Wollongong Andrew Thompson, Simon Marginson, Helen Cook, Stephen Connelly Eileen Tyson, Sue Blundell, Helen Cook, Stephen Connelly Eileen Tyson, Tony Pollock, Helen Cook, Stephen Connelly Excellence in Leadership in International Education Sponsored by ETS TOEFL This award recognises a professional colleague who has at least 10 years experience, an appreciable portion of which has been in leadership positions, in organisations or institutions with a significant role in international education. There were two winners: Sue Blundell Executive Director English Australia Tony Pollock Former Chief Executive IDP Education Pty Ltd

9 9 Best practice/innovation in International Education Sponsored by Hobsons This award recognises the work of an individual or team that has contributed to international education through an innovation from which others can learn and improve quality outcomes. There were three winners: Best Practice in Agent Management: A guide for Education Providers. A collaborative project sharing best practice in agent management across 12 Victorian TAFE Institutes and 4 dual sector universities Finding Common Ground: Enhancing Interaction between Domestic and International Students Student Welcome Desk - City of Melbourne Helen Cook, Ian Lang and Sophie Arkoudis (representing the team Finding Common Ground: Enhancing Interaction between Domestic and International Students), Stephen Connelly, David Harrington Excellence in Professional Commentary on Issues Related to International Education Sponsored by Pearson The purpose of this new award is to recognize excellence in journalism, social media commentary and/or publica tions which focus on aspects of international education. Winner: John Ross Journalist - Higher education Sector The Australian Helen Cook, John Ross, Sasha Hampson, Stephen Connelly Outstanding Postgraduate Research Masters or Doctorate Thesis Sponsored by the LH Martin Institute This award seeks to encourage research into international education to provide an evidence base for developing policy and practice and offer support to those engaged in this research area. Winner : Phiona Stanley, for her PhD thesis, awarded by Monash University entitled Performing foreigners: Transnational English teachers training needs, role, and identities at a Chinese university. Helen Cook, Phiona Stanley, Stephen Connelly

10 10 The exhibition hall Twenty-nine exhibitors demonstrated their goods and services to our conference delegates in the exhibition hall. The exhibition space provided a wonderful opportunity for networking and socialising with morning and afternoon tea and lunches served there each day, plus the Welcome Reception on Tuesday evening. The information space also proved popular enabling exhibitors to share the very latest news and updates with delegates during the program breaks.

11 11 IDP and IEAA thank the following organisations for their sponsorship and support of the AIEC Platinum Sponsors Gold Sponsor Silver Sponsors Stationery Sponsor Internet centre Sponsor Conference Management The Australian International Education Conference 2011 was co-hosted by IDP Education Pty Ltd and the International Education Association of Australia (IEAA) and supported by a joint IDP/IEAA conference advisory committee. Cynthia Celestine Operational Improvements Manager, IDP Education Pty Ltd Stephen Connelly President IEAA & Deputy Vice-Chancellor (International & Development), RMIT University Helen Cook Vice President, IEAA & Association Director, Client Relations, ETS TOEFL Tim Dodd Manager, Communications and Corporate Affairs, IDP Education Pty Ltd Louise Goold Director, Murray-Goold International A/Prof Betty Leask ALTC National Teaching Fellow, Division of Business, University of South Australia Dennis Murray Executive Director, IEAA Davina Park Conference Manager, IDP Education Pty Ltd Matt Wingrave General Manager, The Epic Team Pty Ltd The continuing success of the Australian International Education Conference is firmly linked to an outstanding program being organised each year. We acknowledge and sincerely thank the speakers who shared their knowledge and enthusiasm for their subjects and to the chairs who kept the sessions on track. We also thank our volunteer conference crew (fondly labelled the Green Team this year). And, of course, our delegates we look forward to welcoming them back again in October 2012 with another outstanding conference. For further information regarding opportunities to participate in the Australian International Conference as a sponsor or exhibitor in Melbourne, 2-5 October 2012 contact: AIEC 2012 Conference Managers Epic Conferences & Events Ph: Fax: aiec2012@epicconferences.com.au Conference website:

12 12 It is a compulsory event for all involved in the international education sector! D. Ong, Monash Asia Institute Registrations Open in May Mark your diary now! 2 5 October 2012 Melbourne Convention and Exhibition Centre, Australia AIEC is a registered trade mark of IDP Education Pty Ltd is a trade mark of IDP Education Pty Ltd Join more than 1,300 international education professionals at the 26th AIEC and explore the role which international education, training and research will play in the 21st century. Enjoy discussion, debate and information sharing with a focus on how Australia, and other countries and regions, can work in partnership with Asia to help shape this Asian Century.