Changing role of place in international student support

Transcription

1 Changing role of place in international student support Rebecca Hall Director International Education Department of State Development Business and Innovation The role of place Context Victoria Melbourne Geelong International Student Support key elements and approaches Listening to the international student voice 1

2 THE ROLE OF PLACE DESTINATION MATTERS The only remaining superpower is international public opinion Anholt We are all competing. Yet we all win when international students succeed in their time in Australia. No matter where they choose to study The only sure way places can change their images is by changing the way they behave: they need to focus on the things they make and do, not the things they say 2

3 EVERY DESTINATION DOES IT DIFFERENTLY Competitor Lead government agency Other agencies Brand Victoria Department of State Development, Business and Innovation International Education Unit Department of Education and Early Childhood Development International Education Division NSW NSW Trade & Investment Study NSW Department of Education and Communities DEC International QLD Trade and Investment Queensland International Education and Training Unit Department of Education, Training and Employment TAFE Queensland International Education Queensland International WA Department of Training and Workforce Development Education and Training International Department of Education Services Perth Education City Member-based SA Education Adelaide Statutory body funded through the Department of State Development Department for Education and Child Development International Education Services ANHOLT-GFK CITY INDEX 2013 OVERALL BRAND RANKING: TOP 10 OF 50 CITIES 1 London (2 in 2011) 2 Sydney (3) 3 Paris (1) 4 New York (4) 5 Rome (6) 6 Washington D.C. (7) 7 Los Angeles (5) 8 Toronto (13) 9 Vienna (9) 10 Melbourne (8) 3

4 EDUCATION CITIES TIMES HIGHER EDUCATION (THE) WORLD S BEST CITIES QS BEST STUDENT CITIES 1 London 2 Boston 3 Hong Kong 3 Paris 5 New York 5 Seoul 7 Tokyo 7 Melbourne 7 Sydney 10 Barcelona 1 Paris 2 London 3 Singapore 4 Sydney 5 Melbourne 26 Brisbane 30 Perth 37 Canberra 38 Adelaide 4

5 CONTEXT AND APPROACHES Victoria Melbourne Geelong INTERNATIONAL EDUCATION STRATEGY Market Development To support Victorian education providers to deepen engagement in overseas markets, both new and existing Quality To drive the quality of Victoria s international education services and delivery Student Experience To enhance the overall experience of international students in Victoria Marketing and Branding To build Victoria s international education profile in a crowded and competitive global market Victoria is the leading provider of international education in the Asia-Pacific region Study Melbourne is a brand operated by the Department of State Development, Business and Innovation 5

6 THE STUDY MELBOURNE BRAND AND REGIONAL VICTORIA A gateway brand for the whole state Our brand needs international cut through in a highly cluttered, competitive market Study Melbourne Trades on international recognition of Melbourne Aligns with broader Victorian international branding executed through key sporting events (eg. Grand Prix, Aus Open Tennis) Minimal likelihood of place confusion There s really only one Melbourne There s multiple Victoria s Victoria, British Columbia, Canada University of Victoria, Wellington NZ and other institutions across several countries Signals Melbourne s position within Victoria, allowing the rest of the State to benefit from Melbourne s international profile Think Geelong 6

7 ROLE OF PLACE IN INTERNATIONAL STUDENT SUPPORT Public Safety Social Programs Healthcare Education Transportation Urban planning Employment STUDY MELBOURNE CAREER READY Study Melbourne Internships 300 internships by June 2015 private and public sector across Victoria delivered in partnership with TAFEs, private colleges and universities Promoting international student engagement to Victorian business leveraging IEU s location within DSDBI and Business Engagement Model The Overseas Skills Registry international student graduates profiles searchable by Victorian employers 7

8 STUDY MELBOURNE STUDENT CENTRE 24 hour 7 day a week point of contact for international students and other agencies Staffed by a multilingual, professionally trained team that are experienced in supporting international students a one-stop-shop for international students to access a range of face-toface support and assistance, complimenting support of education providers Recently Recently relocated to relocated 599 Little to 599 Bourke Little Bourke St St Melbourne HOW DO WE WORK? The Study Melbourne Student Centre is guided by the following principles: Student-centred: Open, accessible support available which places students needs at the centre of the support Culturally responsive: A space and service that is best practice for the needs of all students Complementary: Supporting and enhancing services and resources available to students through partnerships Strengthening reputation: Of the international education sector and Victoria 8

9 iuse pass Victoria s public transport discount scheme for international students From 1 January 2015 (3 year pilot) 50% discount on annual tickets for eligible international students at participating institutions (opt in process now open) Students enrolled in and studying a Bachelor Degree, Associate Degree, Advanced Diploma or Diploma are eligible Designed in partnership with education stakeholders STUDY MELBOURNE EXPERIENCE Connecting international students and families to Victoria and Victorians GloBaLL Complementing the services provided by education institutions, local councils and others A revamped Culture Card for 2015 Celebrating the contribution international students make to Victoria 9

10 Listening to international student voices 10

11 Types of students and needs are changing 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Postgraduate research enrolments (Victoria) Total Domestic Overseas Source: ucube Victoria s total postgraduate research enrolments have grown from 12,000 in 2001 to 17,000 in Today, international students make up an increasingly large proportion of Victoria s higher degree research enrolments 2001: 12% (1,400 enrolments) 2013: 31% (5,200 enrolments) Embracing social media Over 166,000 likes from over 45 countries within 6 months 12 posts and 20 followers within one month Almost 120,000 views 322 subscribers More than 150 followers within one month 600 views within one month 11

12 Victorian International Student Award winners and finalists - a voice for students Leave your print photographic competition 100 entries 16 finalists 2 winners 2,902 crowdsourced votes 100,000+ reached 193 shares 273 comments 20,171 album views Current Campaign: Win your ultimate day in Victoria 12

13 Engaging the Global Education Network Harnessing the value of returned alumni and global Victorians Charting a Course: The future of place in international student support 13

14 How are we doing? 14

15 Thank you Rebecca Hall Director International Education Come and talk to us at the Study Melbourne Business Corner or StudyMelbourne 15