ICEF Moscow Workshop For international educators and student recruitment agents from, Eastern Europe, Central Asia and the Caucasus The Ritz-Carlton, Moscow March 17 19, 2017 Seminar Programme March 17, 2017 Moscow I - II 14:00 14:45 How to Maximise Your ICEF Workshop Experience - for Educators Mike Henniger, Vice President Marketing and Sales, ICEF, Canada Audience: Providers How to Maximise Your ICEF Workshop Experience - for Agents Sergey Krasnyanskiy, Director CIS, ICEF, 14:45 15:30 ICEF Agent Services: ICEF Agent Training and the ICEF Agency Recognition Programme (IAS) Isabel Vogt, Vice President Events & Logistics, ICEF, Germany Audience: All Australian Education and 2017 Visa Updates Natalia Konovalova, Business Development Manager /CIS, Australian Trade Commission (Austrade) Moscow, 15:30 16:15 Global Education Scholarship Programme (GEP). 2014-2016 Pilot Results and Lessons Learnt Dr. Ksenia Ivanenko, Global Education Scholarship Programme Manager, SKOLKOVO Education Development Center, Audience: All Study Opportunities in the UK Elizaveta Utolina, Head of Education, British Council Services for International Education Marketing, British Council, 16:15 17:00 Working with n Agents - 2017 Updates Dr. Anna Ryzhova, Board Member, AREA, Audience: Providers How to Manage a Successful Education Agency Magdy Attalla, Regional Marketing Director, BHMS, Switzerland 17:00 17:30 Coffee Break 17:30-18:15 18:15-19:00 Agent Panel: International Recruitment in a Changing Global Environment - Market Trends Anastassia Romanenko, Managing Director, Insight-Lingua, Leonid Antipov, Marketing Director, OPTIMA STUDY Group, Vitaliy Stepanenko, Head of Oceania Department, Students International Education Group, Moderator: Sergey Krasnyanskiy, Director CIS, ICEF, Germany Audience: All University Studies in Germany - Foundation Year, Bachelor and Master Programmes Benjamin Effer, Director, Schiller Language School & Rheinisches Studienkolleg, Germany New Trends in Foundation Programmes and Higher Education in the Czech Republic Radim Knobloch, Director, Premium Travel s.r.o., Czech Republic ICEF GmbH, Am Hofgarten 9, 53113 Bonn, Germany Tel + 49 228 201 19 0 Fax + 49 228 201 19 44 @icefmonitor ICEF GmbH ICEF ICEF GmbH contact@icef.com www.icef.com
14:00-14:45 How to Maximise Your ICEF Workshop Experience - for Educators Mike Henniger Moscow I - II Audience: Providers This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF Moscow Workshop in particular. The session will cover the following topics: Preparation prior to the workshop Workshop parameters and how to maximise your time during the event Post-workshop follow-up and agent contracts How to maximise your working relationship with agents Mike Henniger, VP Marketing and Sales, ICEF, Canada Mike Henniger is the VP Marketing and Sales for ICEF and has previously held senior positions in the language, vocational and post-secondary sectors. Mike has been actively involved in the marketing and recruitment sphere in international education for more than 15 years and is a regular presenter and panellist at international education conferences. Mike specializes in cross media marketing, brand advocacy, social media strategies and effectively using agents to maximise international student recruitment. Page 2 of 12
14:00-14:45 How to Maximise Your ICEF Workshop Experience - for Agents Sergey Krasnyanskiy This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF Moscow Workshop in particular. The session will cover the following topics: Preparation prior to the workshop Workshop parameters and how to maximise your time during the event Post-workshop follow-up and contracts How to maximise your working relationship with providers Sergey Krasnyanskiy, Director CIS, ICEF, Sergey Krasnyanskiy holds the position of Director CIS at ICEF. Sergey achieved two Master of Science degrees in Economics, Marketing and Controlling, one from Simferopol State University, Ukraine and the other from The University of Applied Sciences Bonn-Rhein-Sieg, St.Augustin, Germany. Sergey started his career at ICEF in 2000 and has been working in a variety of positions with agents as well as with educators and service providers from all over the world while focusing on the CIS market. Page 3 of 12
14:45-15:30 ICEF Agent Training and the ICEF Agency Recognition Programme (IAS) Isabel Vogt Moscow I - II Audience: All This session will provide you with an introduction to ICEF s agent training courses as well as its agency recognition programme: The ICEF Agent Training Course (IATC) is a practical, professional training course developed by ICEF for education agency-based student counsellors. The course is available online and free of charge to agency student counsellors in a self-paced modular format The Canada Course for Education Agents was originally produced by Foreign Affairs and International Trade, Canada in collaboration with ICEF and the Canadian Consortium for International Education (CCIE). The course is now administered by ICEF and on behalf of CCIE Languages Canada and the Canadian Association of Public Schools International (CAPS-i). The Canada Course supports professional development for agents specializing in Canada as a study destination. The USA Agent Training Course (USATC) is designed for international education agents working with American schools, universities, and colleges to recruit international students, and is aimed at increasing agents knowledge and standards of practice in their work with both institutions and students The ICEF Agent Status (IAS) is recognised as an indicator of agent quality, showing that an agent has been successfully vetted for, and participated in, ICEF Workshops. The IAS is renewed through ongoing quality assurance screening and reference checks Educators and service providers are welcome to join the session. Isabel Vogt, Vice President Events & Logistics, ICEF, Germany Isabel Vogt is Vice President of Events & Logistics at ICEF GmbH, offering a range of solutions designed to help educators, agents and service providers achieve real results in their marketing and student recruitment initiatives. Isabel holds a Master's degree in Communications and Political Science from the Freie Universitaet Berlin, Germany. She has been involved in the implementation and organisation of events for the international education industry since 1996. During her time at ICEF she has organised agent workshops, student fairs and HE conferences in over 30 countries around the world. Page 4 of 12
14:45-15:30 Australian International Education and 2017 Visa Updates Natalia Konovalova Future Unlimited repositioned Australian education internationally by focusing on the outcomes of an Australian education and the real benefits it delivers for students, including the quality of education and institutions, research opportunities, highly rated cities and the difference Australia can make to future career opportunities. Staff from the Immigration section of the Australian Embassy in Moscow will provide an update on student visa processing arrangements. Natalia Konovalova, Business Development Manager /CIS, Australian Trade and Investment Commission (Austrade), As a member of the Austrade education team Natalia represents the Australian education sector in and the CIS. While supporting the international engagement strategies of Australian education providers, she works closely with local agents, partner institutions, specialist education providers and government authorities. Natalia helps both Australian and local communities explore opportunities for academic and research cooperation. She brings to the sector her local and international expertise in education and business and helps discover the real benefits Australian education delivers to students and professional communities. Page 5 of 12
15:30-16:15 "Global Education" Scholarship Programme (GEP). 2014-2016 Pilot Results and Lessons Learnt Dr. Ksenia Ivanenko Moscow I - II Audience: All This session aims to present the analysis of the following "Global Education" Scholarship Programme results: GEP stats including a real conversion rate across The most popular countries, universities and areas of studies selected by GEP grantees The n cities and universities which delivered the largest numbers of grantees The top marketing channels and recruitment mechanisms which generated most of the leads The education agencies which contributed most to the recruitment of GEP grantees Ksenia will also reveal the programme challenges faced at the recruitment stage as well as at the job placement of grantees upon their return to. Once the programme extends beyond the pilot, she will be happy to discuss further cooperation with all education agencies, universities and partner organizations. Dr. Ksenia Ivanenko, "Global Education" Scholarship Programme Manager, SKOLKOVO Education Development Center, Fulbright and Open Society Foundations alumna, Ksenia has more than 10 years of international experience in managing various programmes and projects in Higher Education within Soros Foundation s International Higher Education Programme, Nuffic, Council of Europe and her own education agency. Since 2014 Ksenia designed methodology, provided analysis and recommendations for launching and promotion of the "Global Education" Programme, the n government-sponsored federal scholarship programme under the Ministry of Education and Science. Her team is responsible for the scholarship marketing and recruitment. Page 6 of 12
15:30-16:15 Study Opportunities in the UK Elizaveta Utolina Every HEI now has an ambitious internationalisation strategy and the number of countries with plans to be education hubs grows yearly. This has partly led to unprecedented competition amongst host recruiting countries, not least over the agency channel. Despite these changes, the UK continues to be a leader in international education and recruitment, and the first choice for many agents and prospective students. But how? And what are the strategic and practical advantages being an agent for the UK? This session will discuss the breadth of opportunity, resources and marketing benefits available to education agents recruiting to the UK. Elizaveta Utolina, Head of Education, British Council Services for International Education Marketing, British Council, Elizaveta Utolina works for the British Council as Head of Education. Her current area of responsibility is strategic business development of services for International Education Marketing in, support of the UK policy dialogue around education collaboration and internationalisation of Higher Education. Prior to joining the Education Team she worked in the Marketing and Communications Team and was in charge of brand management and events management. She has an academic background in digital marketing. Page 7 of 12
16:15-17:00 Working with n Agents - 2017 Updates Dr. Anna Ryzhova Moscow I - II Audience: Providers In the century of online marketing technology remains to be an agent-dependent market for both students and their parents who are choosing a study abroad programme. The decline in the industry which started in 2015 due to major political and economical changes in the country had an inevitable impact on the ways of running business for most of the n agents. How did they adjust their structures and approaches to the changing situation in the market? How does it influence the education providers? Why do the same marketing tools not seem to be efficient anymore? Our seminar is based on the opinions of the leading and most reputable agencies in and will give the answers to the above questions and will help you to build your communication with n agents in the best way. Dr. Anna Ryzhova, Board Member, Association of n Educational Advisors (AREA), The presentation is given by Anna Ryzhova, board member of the Association of n Education Advisors (AREA), whose personal experience in the field of international education includes sixteen years as an agency owner in and in Canada. Ms. Ryzhova is a graduate of professional training programmes - IATC and the Canada Course, as well as a Regulated Canadian Immigration Consultant (RCIC). In the years from 1999-2001 she was a Research Officer at the n Academy of Science and the Institute of Complex Social Researches. In 2003 Ms. Ryzhova was granted a PhD degree in the field of Foreign Economy (n Academy of Economics, named after G. V. Plekhanov). Page 8 of 12
16:15-17:00 How to Manage a Successful Education Agency Magdy Attalla This seminar will explore various hands-on practices and strategies employed by successful education agents. We will explore some tips on hiring the perfect consultant, creating leads lifecycle, the complex buying behaviour of education clients as well as how to be persuasive in the sales encounter. Magdy Attalla, Regional Marketing Director, BHMS, Switzerland Magdy Attalla is a marketing consultant and an educator with over 20 years of teaching and consulting experience in prestigious Swiss Hotel and Business Schools as well as British and American Universities. He was an adjunct professor at SBS Swiss Business School, Florida International University, Schiller International University, IHTTI School of Hotel Management, IMI University Centre and Glion Institute of Higher Education. In addition, he has over 15 years of managerial and marketing experience in luxury hotels, resorts and tour operators in the Middle East and Switzerland. He is a graduate of SSTH Swiss School of Tourism & Hospitality and holds a Master s degree from EAEME jointly with Imperial College of London. He is pursuing his Doctor of Business Administration degree (DBA) at Heriot-Watt University with specialization in services marketing. Page 9 of 12
17:30-19:00 Agent Panel: International Recruitment in a Changing Global Environment - Market Trends Anastassia Romanenko, Leonid Antipov & Vitaliy Stepanenko, Moderator: Sergey Krasnyanskiy Moscow I - II Audience: All With thousands of students travelling abroad for education purposes each year, is still one of the strongest markets for international education providers. A vast majority of students seek language and summer programmes followed by higher education courses. There is also growing interest for certificate and diploma, Work & Travel as well as secondary and high school programmes. This session will provide you with an overview of an important country for the international education industy in a changing global environment. The speakers are market specialists and will analyse the market in view of recent events such as Brexit, the US elections as well as general circumstances such as currency fluctuations and the global threat of terrorism. What are the new market trends in and how do the above developments influence the behavior and choices of n students as well as their parents? s Anastassia Romanenko, Managing Director, Insight Lingua, Anastassia Romanenko graduated from Moscow University of Electronic Technology with a Marketing degree in 2000 and ever since worked for Insight- Lingua educational agency a family business started by her mother, Elena Solomonova, in 1992. While being a student herself Anastassia had a chance to experience all sorts of different international education programs and later working in different positions for the company. Presently she holds the position of Managing Director at Insight Lingua. Leonid Antipov, Marketing Director, OPTIMA STUDY Group, Mr. Leonid Antipov, Marketing Director at OPTIMA STUDY Group offering study abroad services for students all over and CIS, organizing educational B2C events in the Volga Federal district, publishing The "BEYOND BORDERS" federal magazine, Board Member of the Association of n Education Advisors (AREA). Educated in the UK, Switzerland and Canada Leonid has more than 10 year experience in sending n students abroad for educational purposes and assisting foreign students to enter n Universities. Vitaliy Stepanenko, Head of Oceania Department, Students International Education Group, Vitaliy Stepanenko is currently in charge of Oceania Department at Students International Education Group in Moscow. Students International's main area of operation is student recruitment for institutions located in the US, Australia, New Zealand, Canada, the UK, countries of European Union and South- East Asia. The company conducts more than 30 educational fairs in and Ukraine. It also runs five IELTS Test centres in conjunction with IDP Australia in and Ukraine. Vitaliy holds a degree in Commerce and Accounting from Macquarie University, Australia and has extensive experience in the international education both as an international student and as an industry professional. His direct involvement in organisation of events and promotion of international education in the CIS region gives him a good perspective on how the market is going to develop in the near future and any tendencies overseas educators should take into account, when promoting their institutes. Moderator Sergey Krasnyanskiy, Director CIS, ICEF, Germany Page 10 of 12
17:30-18:15 University Studies in Germany - Foundation Year, Bachelor and Master Programmes Benjamin Effer This session will give a short overview about bachelor and master degrees in Germany and the recent changes (2014-2016) of prerequisites to apply for university admission at public universities. We will throw the spotlight on foundation year requirements (Studienkolleg) and the new role of "telc Deutsch C1 Hochschule" as examination equal to TestDaF and DSH. Based on these latest adjustments an assessment will be made about what regional agents and students might need to expect from Germany as study destination in the upcoming years. Benjamin Effer, Director, Schiller Language School & Rheinisches Studienkolleg, Germany Benjamin Effer is the co-founder of Schiller Language School and Rheinisches Studienkolleg based in Bonn, Germany. He has been dealing with recruiters from all over the world since the establishment of the language school in 2010 finding solutions for visa issues and university placement. Through both institutes he maintains an educational hub leading students to the right public university. Benjamin was also responsible for the development of the institute s Berlin branch which has been successfully launched in 2015. Page 11 of 12
18:15-19:00 New Trends in Foundation Programmes and Higher Education in the Czech Republic Radim Knobloch This short presentation will cover all the important aspects of higher education in the Czech Republic, its advantages and disadvantages. It will also speak about the foundation programmes in the Czech Republic, which are necessary for foreign students, who do not speak the Czech language. Unless, of course, they want to receive education in English. This topic will also be discussed. The speaker will also cover all new trends, that can help agents offer the Czech foundation programmes even better than ever before. What will this session give you: 1. Information about the Czech Higher Education system 2. Insight into Foundation Programmes 3. Advice on how to offer education in the Czech Republic 4. Tips on how to use new trends in the Czech market to your best benefit Radim Knobloch, Director, Premium Travel s.r.o., Czech Republic Radim Knobloch was born in the heart of the Czech Republic, Prague. He finished his master's degree in the State University of J. E. Purkyne in the city of Ústí nad Labem. He has been the director and a founder of the Educational Center Association in Prague for more than seven years. Over the years he found himself in close partnership with many of the state and private universities in Czechia, therefore he has valuable insight into both the higher education and foundation programmes in the Czech Republic. He is fluent in n and English. He loves his little daughter Sofia and cares deeply about every one of his students. Page 12 of 12