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• Market Research: Opportunities in China

  The research identifies sector-specific opportunities in the targeted tier one and two cities of Beijing, Shanghai, Guangzhou, Hangzhou, Nanjing, Qingdao and Chengdu/Chongqing.

  The research has been summarised and arranged under the following headings:

  • Market demand
  • Student decision-making
  • Education opportunities, and
  • Strategy in the Chinese market

  You can access the research summaries here

  Please contact ebd@enz.govt.nz to request the full research presentations.

• New China Team Members

  Felix Ye, formerly Director of International Students at Auckland Grammar School, has just begun work as our Education Manager based at the New Zealand Consulate-General in Guangzhou.  “Felix is perfect for this role”, says Alex.  “Having spent the past 11 years in a variety of international education positions in both public and private institutions, Felix comes to us with strong and proven credentials and networks.”  Additionally, “Felix originally came to New Zealand as an international student, and has a valuable innate understanding of the kinds of drivers and factors that go into the decision to go overseas to study,” says Alex.  “Felix understands ‘Why New Zealand?’ – and can clearly articulate this to prospective students”. 

  “I am very excited, both personally and professionally, to have this opportunity to work for ENZ in China and to grow our links with the South”, says Felix.  “Guangzhou is my hometown, and there is a lot of potential for New Zealand here.  Guangdong is already the number 1 source province for Chinese students in New Zealand, and with an ENZ presence now here – we are well-placed to develop the education relationship even further”.

  Felix is a fluent English, Mandarin, and Cantonese speaker, and will have responsibility for growing education business in Southern China, (Guangdong, Guangxi, Fujian, Hainan, Hunan), Hong Kong and Macau.  To connect with Felix, drop him a line at felix.ye@enz.govt.nz.

  

  Sam Mackay, another familiar face to many, will soon be joining the China Team, based with Alex, Li Zhi, and Rosemary An at the New Zealand Embassy in Beijing.

  “Sam will be joining us as Senior Education Manager from the end of November, with responsibility for the government-to-government/policy side of the bilateral education relationship; as well as on growing education business”, says Alex. 

  Sam has a long history in international education, both at the government and institution level.  Sam has previously worked on the China relationship at our Ministry of Education; and has studied Mandarin in Beijing, where he also worked at the New Zealand Centre at Peking University.  “Sam comes to us with a robust international education and policy skillset and a solid understanding of both New Zealand and China”.

  Sam will be kick-starting his China work at the ENZ Conference in November, where he will represent the China Team in giving overview of China opportunities.  Sam can be reached at sam.mackay@enz.govt.nz.

• Student Voice 2013 a ‘great opportunity’

  Twenty five current and former international students gathered to share their education experiences and to network with other international students.

  Activities kicked off with a scavenger hunt where the teams were given a list of clues and tasks to complete at different locations around the city. The scavenger hunt included a creative photo competition to create content for our social media channels. Photos from the scavenger hunt can be found on our Facebook page.

  During day two of Student Voice, workshops were held to learn more about the pathways students took to study in New Zealand, their education experiences, and their views on what can be done to improve the student experience.

  Participants also fed back on the new, New Zealand Education Story brand, creating their own execution of the brand posters.

  ENZ selected three current international students and one alumnus from the Student Voice group to make up the panel members for the Student Voice 2013 session at the New Zealand International Education Conference. The panel members will share their education pathway experiences and the findings from Student Voice 2013. 

  We are very excited to have such outstanding representatives of New Zealand education joining us.  

• ENZ welcomes new Business Development Manager

  He will work with private training establishments in Auckland and throughout New Zealand.

  Henry, who most recently worked for New Zealand Trade and Enterprise in brand management and international marketing roles, will be based in Auckland. 

  A graduate of Otago University in New Zealand, Henry studied Tourism Marketing and spent a number of years working offshore in business roles based in Japan, the United Kingdom and the Netherlands. Since returning to New Zealand in 2003, Henry has delivered marketing strategies and campaigns for brands in New Zealand including Air New Zealand Holidays and Westpac New Zealand.

  “I’m delighted to welcome Henry to the team,” says General Manager Business Development Clive Jones.

  “His passion and purpose lies in helping New Zealand organisations win on the world stage, and I’m confident this enthusiasm and energy will make a real difference to one of the most important sectors in New Zealand’s international education industry.”

  Henry begins his role on 18 November. 

• Introducing Lisa Futschek

  Lisa joined ENZ on secondment from the Ministry of Foreign Affairs and Trade (MFAT) in August, and has been acting in this role since then.

  “Lisa quickly became a very credible candidate for the permanent position, and we’re thrilled with her appointment. ENZ has already benefited from her considerable skill and experience, demonstrated in her involvement in the Minister Joyce visit to Japan and Korea in September and ENZ Chair Charles Finny’s recent delegation to Latin America,” remarked Peter Bull, ENZ’s General Manager, International.

  An 18 year career with MFAT saw Lisa in roles as varied as that of specialist in multilateral negotiations (trade, environment, United Nations issues); campaign manager for Sir Kenneth Keith’s International Court of Justice candidacy; and the Ministry’s Strategic Policy Adviser.

  Lisa recently returned from being Deputy Head of Mission at the New Zealand Embassy in Berlin, and was previously posted to Santiago, Chile. Prior to MFAT, Lisa cut her teeth on New Zealand politics with four years working for Parliamentary Services.

  Graduating from of the University of Otago with First Class Honours degrees in English and Music, Lisa went on to complete a Postgraduate Diploma in Broadcast Communications at the University of Auckland.

  Lisa is the mother of two primary school aged children.

  “I am delighted to have joined ENZ at an exciting time for the sector.  I look forward to putting my full energies into supporting the industry to grow the international education business in my key markets of focus,” says Lisa.

• Korea signings mark progress

  This is an important step in the Government’s on-going engagement with Korean education authorities to increase the acceptance of New Zealand senior secondary qualifications, and as a result, raise the awareness and desirability of New Zealand education for Korean international students.

  The two Korean agencies, the Korea Institute for Curriculum and Evaluation and the National Institute for Lifelong Education , are key organisations responsible for developing Korea’s national secondary curriculum and assessment  and promotion of lifelong education. 

• India strategy available

  ENZ’s India Strategy 2013-2014 provides the New Zealand education sector with an overview of ENZ’s approach to the India market – one that is aimed at raising New Zealand’s profile as a study destination and increasing the number of introductions that result in new business for New Zealand institutions. The strategy captures ENZ’s primary activities in India under three key strands – marketing initiatives, government relations, and business development.

  The strategy follows on the from the ENZ India Plan that went through a consultation process with the New Zealand education sector and NZ Inc partners last year. While the India Plan provides useful background information on the Indian education sector and opportunities in the market, the strategy clearly outlines the areas of focus and activities that ENZ will be leading and supporting from now through 2014. ENZ will continue to work with the New Zealand education sector and NZ Inc partners to refine our approach in the market to ensure the best opportunities are supported and realised.

  The strategy also provides a snapshot of information about the market, a calendar of events, and contact details for the ENZ South Asia team. 

• New resource on the Brand Lab

  "Peking University’s New Zealand Centre (which involves several of our universities and government agencies) runs this undergraduate course which students take to earn foreign language credits (and because of their interest in New Zealand, of course).  Enrolments have grown year-on-year, with 75 students now taking this class.

  In the past, I have delivered a more academic lecture on New Zealand’s education system, including on policies and reform.  And in the past, this has been met with glazed eyes.  So in a break with tradition I decided to make the session more interactive and incorporate some of the tools we now have at our disposal.  I gave an informal “why study in New Zealand” presentation, then moved on to showing the New Zealand Story and New Zealand Education Story.

  We then broke into small groups (just like we do in New Zealand classrooms and tutorials), and students worked on the task I had set:  to discuss and agree on “what three words best exemplify what is ‘special’ about New Zealand education.”

  And I was blown away by the responses.  Each group came up to write its words on the blackboard, and common themes included innovation, openness, diversity, inspiring, and opportunity.  Our messaging is clearly resonating.

  After then watching some of ENZ’s Gibson Group-produced Dragons in a Distant Land alumni episode (and remembering far too late that I have a cameo in it), I asked each group to explain its three words.  And again – I was blown away.  The willingness of these students to contribute their thoughts and to ask questions – in English, in public - with a second member from one group even volunteering additional thoughts – really impressed me.  The course coordinators were also very pleasantly surprised. 

  As products of New Zealand’s education system, volunteering our thoughts, asking questions and speaking in public come naturally to us.  This isn’t so in every education system.  

  Almost best of all, the course was that day being audited by a very senior Peking University Professor.  She stood up at the end and said, “I did my PhD in economics at the University of Chicago.  After today, I want my grandchild to go and study in NZ”.

  I always give the class my email address, and as of right now have received five enquiries from these students at China’s top-ranked university.  I have also had to courier additional blocks of Whittaker’s chocolate.  Each of the nine groups deserved a prize.

  A Chinese subtitled version of the New Zealand Education Story is now available on the Brand Lab, so I encourage you to use this when next in China or hosting Chinese visitors.”

• Successful round of roadmap workshops

  The workshops were an important first step in the development of the Roadmaps, but they are just the beginning of the process. The workshops were rich with robust discussion and innovative thinking. Participants provided plenty of great ideas about the future direction and growth of the international education industry. The workshops were not only about tossing around good ideas though, they focused on identifying aspirations and desired outcomes and identifying clear actionable steps to take us forward.

  On the subject of roadmaps, Education New Zealand (ENZ) is delighted to announce the appointment of Greg Scott and Tim Mahren Brown to the Project Manager roles for the school sector and English Language sector respectively.  We will keep you informed of further appointments as they are confirmed.

  Introducing Greg Scott

  

  Greg Scott has considerable experience in the school sector – as a teacher, a finance manager, and most recently as the Director of Middleton Grange International College, a position he has held since 2008. Prior to that role, Greg was Education Sector Manager at New Zealand Trade and Enterprise. Greg is also a Chartered Accountant and spent ten years lecturing and in management roles at the Christchurch College of Education.

  “With his huge range of skills and experience Greg ticks all the boxes for what is required in this key role. He is well-respected member of the school community, and we are excited about the expertise he will bring to the task at hand. I know that his contribution to the project will match the significance of the project itself,” says General Manager Business Development Clive Jones.

  Greg is looking forward making a difference, and comments; "I am very pleased to be able to contribute to this vital project for the future of international education within the school sector. It is essential that the sector is listened to and well-represented throughout the process and my intention is to do just that.”

  Greg begins his role on 2 December and will be based in Christchurch.

  Introducing Tim Mahren Brown

  

  Tim Mahren Brown is CEO and Director at The Campbell Institute, which has campuses in both Wellington and Auckland. Tim and two other directors founded The Campbell Institute 11 years ago and it is now Wellington’s largest English Language School. The Institute is Preferred Partner to Victoria University of Wellington, is an accredited Cambridge Certificate in Teaching English to Speakers of Other Languages (CELTA) centre, and a member of English New Zealand.

  Tim has been a Board member and Deputy Chair of Education Wellington since 2003, and is a strong proponent of cooperative marketing, lobbying and collegiality. Based in Wellington, Tim has substantial experience liaising with the education sector’s governing bodies and political decision makers.

  “Tim is a highly-skilled English Language provider whose energy and enthusiasm, coupled with his extensive networks mean he will be a great asset to this sector’s roadmap development. I am very pleased that this hugely important sector has someone of Tim’s calibre to guide them (lead them?) in this process,” says Clive Jones.

  Tim is keen to make sure the English Language sector is strongly engaged and involved in in the roadmap development and says; “It’s great to have this opportunity to get out into the industry and share ideas with like-minded people, and to consider proactively how we see ourselves and our English Language sector shaping up over the next 10-12 years. There has never been a better time to have a voice, and I feel strongly about making sure that collective voice amounts to something significant."

• Merry Christmas from ENZ

  2013 had its usual mix of challenges and successes, but as an industry we’ve still got plenty of reasons to be optimistic. Trends such as the projected growth in international education worldwide, the rapidly increasing demand for international education among the growing middle class in Asia and the relatively untapped opportunities for New Zealand education programmes to be delivered offshore (not to mention the possibilities for significant growth in student recruitment) all bode well for a brighter future.

  The launch of the New Zealand Education Story and its associated customisable marketing assets allow us all to tell a shared story as one. This, combined with the new website studyinnewzealand.com, will boost our marketing efforts enormously, helping to drive more inquiries through to your institutions.

  I trust the products and services that Education New Zealand (ENZ) developed and delivered in 2013 to support your growth are useful and making a difference. There are more industry support products and services to come in 2014, and these will be delivered alongside the most important collaborative project we’ve initiated this year: the Strategic Roadmaps programme.

  The New Zealand International Education Conference held in November was one of the highlights for me this year. As well as enjoying the chance to meet and talk with many of you, I also got a real sense of the collaboration that’s going on in our industry.

  Thank you for your continued interest in hearing about the news and opportunities that we bring to you through our e-newsletter. We are committed to improving our communications in 2014, and this will include a review of International Education News, to ensure it continues to provide information and news that adds value to your work.

  But for now, have a great summer holiday break.

  Grant McPherson Chief Executive, Education New Zealand