16 October 2024 at 10:30 am
Insights for PTEs & ELS on how to better attract students from China
Key insights from a report on how New Zealand PTEs and ELS can better attract Chinese students were recently shared at an event at ENZ’s Auckland office. The report was commissioned by North Asia CAPE and undertaken by Shanghai-based market research company China Skinny.
In June, participants from Private Training Establishments (PTEs) and English Language Schools (ELS) in New Zealand were invited by Education New Zealand Manapou ki te Ao (ENZ) and the North Asia Centre of Asia-Pacific Excellence (CAPE) to attend a workshop looking at opportunities in China. The workshop was called “"Navigating the new dynamics of Chinese overseas students seeking to study with PTEs and English Language Schools."
Participants from PTEs and ELS at the June workshop co-hosted by ENZ and North Asia CAPE.
Following the conclusion of the workshop, a report was commissioned by North Asia CAPE and facilitated by ENZ, with Shanghai-based market research company China Skinny conducting an in-depth exploration of key topics discussed during the event.
The report, ‘Insights for New Zealand’s English Language Schools and PTEs to better attract Chinese students’, was launched at an event at ENZ’s Auckland office in September with participants from PTEs and ELS. Mark Tanner, founder and managing director of China Skinny presented the report putting a focus on:
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Building awareness of your institutions with your Chinese target audience.
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Considerations for PTEs and English language schools.
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Examples of how other institutions are marketing to their target audiences in China, with an accompanying checklist.
Richard Kensington, Principal of Academic Relations at UP Education, attended both the workshop and the report launch.
He said, “These initiatives by ENZ provided useful insights into Chinese students considering overseas vocational education, including some we were not previously aware of.
"It also reminded us of the significant potential in China’s vocational education market. We need to explore new, innovative ways to recruit students, rather than just relying on traditional methods,” continued Richard.
The report is based on insights drawn from a survey of 700 vocational and language school considerers and interviews with eight education agents in China. A copy of the full report can be found here - Insights for NZ's ELS & PTEs to better attract Chinese students.pdf
