education market of middle east, north africa & india education malaysia – dubai dubai, united...
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EDUCATION MARKET OF MIDDLE
EAST, NORTH AFRICA & INDIA
Education Malaysia – DubaiDubai, United Arab Emirates
CONTENTS
Introduction
Overview of our market
Market – Before, Now & Future
Challenges
Next Step - What we should do
Effective Promotion
Conclusion
Education is at the crossroads for the future of the Middle East
and North Africa (MENA). It plays a crucial role in promoting
economic growth, both at national and at household levels. It
reflects the aspirations of the people for a successful
integration into the global economy in an ever changing world.
According to World Bank (Report 2010), MENA has
accomplished great progress in the field of education during
past decade.
• Middle East is a goldmine and it is up to us to discover the deep
• Average income of the public very high this make them send their kids abroad for study
• People in this region look Malaysia as a example and prefer Malaysia to others
INTRODUCTION
CONTINUES…
• MENA region contributes 1/3 of total number of international students in Malaysia
• Above number will be increased to more than 50% when we target India and Central Asian Countries
• MENA’s education sector is the largest opportunity for any education provider, as oil-rich countries in the Gulf are investing heavily in primary and secondary level education.
• Huge number of the people are under 25 in MENA. They are tech savvy, erudite, ambitious and want to learn.
• This is easily one of the most important markets for promoting education. India on the other hand sends over 100,000 students abroad every single year.
Malaysian government is in its bid to make Malaysia the regional
education centre. The numerous policies introduced and
implemented by the government have to a large extent facilitated
the growth of the education sector in penetrating new markets, and
attracting and recruiting international students. As a result, the
number of students from MENA region opting for higher education in
Malaysia is expected to increase substantially. As of 2010, more than
35,000 students are already studying in Malaysia.
MENA & India comprises of over 20 countries, therefore there are
plenty of potential
Population accounted over 1,800 million (1.8 billion) in MENA and
India
Over 200,000 schools and over 100 million students and growing
In MENA, young people make up a much greater share of
population
Governments’ spending on education on the rise
Healthy GDP per capita especially in the Gulf Countries
MARKET OVERVIEW
Country Population
Students for Upper
Secondary Education
Students for Tertiary
Education
Qatar 629,800
26,668
52,595
Bahrain 730,500
34,056
53,061
Djibouti 820,600
50,827
74,479
Kuwait 2,014,100
109,091
197,842
Oman 3,100,300
166,265
264,043
Palestine 3,328,300
161,927
335,493
UAE 4,104,695
191,538
365,359
Lebanon 4,376,900
199,935
237,130
Jordan 5,612,200
233,622
555,826
Country Population
Students for Upper
Secondary Education
Students for Tertiary
Education
Libya 7,250,800
374,620
687,412
Tunisia 9,879,600
858,885
1,032,376
Syria 18,444,400
1,360,168
2,166,951
Yemen 22,605,400
1,488,251
2,130,286
Saudi Arabia 22,735,900
1,469,251
2,124,941
Iraq 26,298,900
1,892,569
2,761,107
Morocco 30,456,900
1,968,071
3,254,291
Algeria 33,577,500
2,262,784
3,714,825
Sudan 37,985,900
2,346,489
3,614,229
Iran 66,469,100
7,183,922
8,881,264
Egypt 69,296,000
4,818,382
7,836,441
Turkey 73,197,200
4,019,655
6,752,275
NOTE: Above statistics extracted from 2009’s World Bank report, this may differ from latest statistics on other Slides
Iran (Tehran, Mashhad, Esfahan, Shiraz & Bandar Abbas)
Iraq (Baghdad, Kurdistan, & Basra,)
Sudan (Khartoum & Port Sudan,)
Saudi Arabia (Eastern Part, Dammam & Al kobar)
Yemen
Gulf Countries (UAE, Bahrain, Oman, Kuwait)
India
IRAN & SAUDI ARABIA
Population 77.8 M
Population Growth 1.3%
GDP per Capita $ 11,558
Student for Pre-university
1,278,433
Population• Saudi Nationals : 20.2 M• Expatriates : 5.5 M
25.7 M
Population Growth 2.3%
GDP per Capita $ 23,480
Secondary students (2007)
1,013,000
Click for : More Info….
UNITED ARAB EMIRATES & BAHRAIN
Population• UAE Nationals 1.53 M (19%)• Expatriates 6.57 (81%)
8.1 M
Population Growth
2.5%
GDP per Capita $57,744
Population• Bahrainis 0.9 M (70 %)• Expatriates 0.3 M (30 %)
1.2 M
Population Growth
2 %
GDP per Capita $ 35,174
Click for : More Info….
OMAN & SUDAN
Population• Omani - 2.4 M (80%)• Expatriates – 0.6 M (20%)
3.02 M
Population Growth
2.1 %
GDP per Capita $ 25,462
Population 42.3 M
Population Growth
2.2%
GDP per Capita $ 2,210
Click for : More Info….
IRAQ & LIBYA
Population 30.7 M
Population Growth
2.3%
GDP per Capita $ 3,548
Population 6.6 M
Population Growth
2%
GDP per Capita $16,502
Click for : More Info….
INDIA
Population 1.2 B
Population Growth
1.3 %
GDP per Capita $ 3,296
USA Australia UK Malaysia -
20,000
40,000
60,000
80,000
100,000
120,000 103,260
97,000
19,205
1,338
Indian Students
India has been a huge market for overseas education providers. More
than 100,000 students leave Indian shores annually to study at
universities abroad. This number expected to rise in coming years due
to many factors:
India needs 1,500 universities, compared with about 350 now
India needs to raise the enrollment numbers from 7 per cent (of the
population aged 18- 25) to developed country averages.
India’s recent legislation titled, the Foreign Educational Institutions
(Regulation of Entry and Operation) Bill 2010
Increasing number of collaborations or joint programs with foreign
institutions.
Enormous demand for quality education among India’s burgeoning
middle classes
India Continues……..
Click for More on India ……..
2003 2004 2005 2006 2007 2008 2009 20100
5000
10000
15000
20000
25000
30000
35000
40000
38314721
69718954
11405
20114
31430
34206
Actual Results from MENA Region
Then
2008 2009 2010 2011 2012 2013 2014 2015 20160
10000
20000
30000
40000
50000
60000
70000
6000055000
5000045000
3500030000
25000
Future Target for MENA
THREATS1. Establishment of educational free zones in the region2. Increasing competitor activities (UK, USA, Canada, Cyprus, China, India, etc.)3. Increasing bilateral agreement with competitors' governments 4. Study and work option provided by competitors
OUR WEAKNESS1. Application process takes long time (specially by public universities)2. Small quota for international students in public institutions 3. Very poor response from institutions (Specially public institutions)4. No proper coordination between institutions and Ministry of Immigration5. Limited number of institutions for PG programmes
Solution (5S+2EX)…….
HUGE POTENTIAL – BUT WITH CHALLENGES
Good Day:I am sorry I am
bothering you again but those people in XXX University are very slow with their
reply!!! but you Mashallah much
faster.-Kuwaiti Student-
I am writing to inform you that I
am withdrawing my application for
Bachelor of XXXXX engineering at XXX
University . As I indicated, I don’t like the way they
treat students from Africa. -Sudanese
Student-
I wish you can help me with this
university I tried calling and
emailing them but no answer from anyone
there.-UAE Parent-
I tried to contact the University by calling, faxing and emailing yet no one has been
answering . I just want to know the intake dates for
international students as it not
clear on the website. -Indian Student-
Quality of education here is not bad.
However, i want to complain about the
service of my department's admin staff. I experienced cases of lying, rude
attitude, and mistakes done on my particular
case. And the story seems to continue.
Some people just have no ethics and no
professionalism here, while because of this i
lost money, time, not to mention having a very
stressful times.
Complains from students…and parents
Recognition..Another Big Issue
No CountryGovernme
ntPrivate Total
1 Oman 21 21 42
2 UAE 21 19 40
3 Jordan 11 9 20
4 Syria 12 6 18
5 Kuwait 8 4 12
6 Palestine 9 4 11
Our Suggestions…….
After identifying the potential programmes and the markets of which
to promote them, the suggested approach in promotions would be to
conduct:Activities which are skewed towards parents – as they are the decision makers
Activities which bring a greater sense of assurance to the parents about Malaysia
Activities which portray the right image about MOHE, MQA, Institutions & Malaysia
EM Dubai places much attention on the approach as the above are the
critical success factors for promotion. Logically, large number of
students enrolling to these kinds of programmes are young, therefore
parents or guardians would like to make sure that we provide: • Quality Education• Good Facilities• Safety and Security• Value for Money
OUR APPROACH
Our institutions should approach the market differently.
Some of the differences that make our institutions
distinctive and that need to be incorporated in our
communication (marketing plan) should include:
Balancing teaching, research and service
Access to education and career preparation for
students
Our campuses alternative to campuses elsewhere
Integration of on-campus education and distance
education
Our faculties are well qualified, experienced and well
recognized in the market
Additional facilities provided for recreational activities
Career guidance and job placement
CONTINUES..
Partnership between institutions
o Faculty exchange programs
o Student exchange programs
o Joint research projects
o Professional development of faculties
o Knowledge transfer arrangements
Industry training to develop local capacity
o Staff training for big organizations
o Career development programs for private and public sector employees
Education reform projects
o Curriculum development
o Professional development of teachers, principals & administrators
Opportunities beyond student recruitment
Participate in strategic exhibitions and events
Increase marketing and PR activities in key markets
Organize student recruitment drives
Strengthen relationship with relevant ministries and government authorities
Strengthen relationship with key scholarship providers
Work closely with agents and partners Excha
nges
Media promo
Promo -
Alumni
Recruitment Drives
PR Activiti
es
Education
Fairs
Promo -
agents
Marketing
1. Marketing & Awareness
2. Recruitment
3. Continuous Support
Make aggressive Marketing and Awareness campaign in targeted markets
After step 1, conduct Student Recruitment Activities (You can use our office for this)
Make sure Int’l students are well taken care (This in turn brings more students)
No Activities
1. International Exhibitions
2. Solo events (Exhibitions, Road shows & Recruitment events)
3. Seminars
4. Ministry meetings & visits
5. Institution visit / meeting
6. Meeting with educational agents
7. Meeting with travel, media & other agents
8. Joint promotion with Malaysian agencies
Continues….
9. Assist our institutions in their promotion activities & collaborations
10.
Promotion through Alumni
11.
Market intelligent visits
12.
Media promotions
13.
Collaboration with private sector organizations
14.
Collaboration with Islamic Authorities
15.
Alumni activation
16.
Promotion through Education KIOSKs
17.
Other programmes / events
No Programme / Activity Time Frame / Date
1 Malaysia Education Road Show & Student Recruitment Drive Muscat, Oman
2 KuwaitEdu - Kuwait International Higher Education Exhibition
Kuwait City, Kuwait
3 EDU Damascus - Specialised Exhibition of Universities, & Institutes
Damascus, Syria
4 EDU Aleppo - Specialised Exhibition of Universities, & Institutes Aleppo, Syria
5 MEETES Jeddah – Middle East Education & Training Exhibition & Symposium
Jeddah, Saudi Arabia
6 EDUCARE Kuwait - Educare Exhibition 2011 Kuwait City, Kuwait
INTERNATIONAL EXHIBITIONS:
CONTINUES……
No Programme / Activity Time Frame / Date
7IETEX Dammam – Saudi International Exhibition & Training Exhibition
Dammam, Saudi Arabia
8 Bahrain International Education Expo Manama, Bahrain
9 GETEX Dubai – Gulf Education & Training Exhibition Dubai, UAE
10 The International Exhibition & Conference on Higher Education Riyadh, KSA
11 GHEDEX Muscat - Gulf Higher Education Exhibition Muscat, Oman
12 EDU Damascus - Specialised Exhibition of Universities, & Institutes
Damascus, Syria
No Programme / Activity Time Frame / Date
13 EDU Aleppo - Specialised Exhibition of Universities, & Institutes Aleppo, Syria
14 A2 Education TurkeyEducation Exhibition Turkey
Ankara & Istanbul
15 FORMA Education & Training EXPO Tunisia Tunis, Tunisia
16 Academia Egypt - International Exhibition on Education and Training Cairo, Egypt
17 Education and Training Exhibition Sharjah, UAE
18 NAJAH Abu Dhabi – Education, Training & Careers
Abu Dhabi, UAE
19 Education Libya Tripoli, Libya
CONTINUES……
No Programme / Activity Time Frame / Date
20 GETEX Bahrain Autumn – Gulf Education & Training Autumn
Manama, Bahrain
21 GETEX Kuwait Autumn – Gulf Education & Training Autumn Kuwait
22 GETEX Dubai Autumn – Gulf Education & Training Autumn Dubai, UAE
23 A2 International Education FairCasablanca, Morocco
Casablanca, Morocco
24A2 Education Turkey - FallsIzmir, Istanbul, Ankara, Eskisehir, Kayseri, Antalya & Adana, Turkey
Turkey
CONTINUES……
SOLO EVENTS
No Programme / Activity Time Frame / Date
1 Solo Education Exhibition - Oman May
2 Solo Education Exhibition – Saudi Arabia Jul
3 Solo Education Exhibition – Sudan Jul
4 Solo Education Exhibition – Libya Aug
No Programme / Activity Time Frame / Date
1Newspaper advertisements on Pan-Arab
NewspapersJan – Dec
2Media Write-up in news papers and on
websites in the regionJan – Dec
3 KIOSKS in (Libya, Riyadh, Sudan & Palestine) Jan – Dec
4 Radio and TV interviews and advertisements Jan – Dec
5 Roadside Banner Advertisements Jan – Dec
6 SMS campaigns Jan – Dec
MEDIA CAMPAIGNS:
OTHER PROMOTIONAL EVENTS:
No Programme / ActivityTime
Frame / Date
1Joint Promotion With agents:(in Iran, Sudan, Saudi Arabia, Jordan, Libya, Etc.)
Jan – Dec
2Promotion with Malaysian Government Agencies(MATRADE, Tourism, MIDA, Etc.)
Throughout
3 Market Intelligent Visits Throughout
4 Interaction programmes (Alumni & Potential Students) Throughout
5Sponsored School Programmes in UAE and other Countries Throughout
We invite and encourage our institutions to:
• Join with us in International Exhibition
• Participate in Malaysia Solo exhibition organized by our office and Exhibition Organizers
• Take part in student recruitment activities
• Work with Education consultants and Alumni
• Join with us during our promotion through Newspaper and Magazine
• Use Malaysia Education Kiosk in Saudi Arabia to expose your institution
• Use our facilities to conduct interview, meeting students, meeting regional institutions, etc.
It is without doubt that the markets in the Middle East and India hold great and
enormous potential for our institutions. Apart from our Ministry’s effort, Education
Malaysia Dubai will continue in its efforts to promote the “Education Malaysia” brand
by:
Continuously working with local government and scholarship providers
Continuously researching information and requirements from each and every
market
Propose and right educational needs in the market
Embark on most efficient marketing campaigns
Continuously research and develop new educational products to be Introduced
Provide continuous streams of updated information to the MOHE and Malaysian
Institutions
The Middle East is a relationship-driven region, and despite
the prevalence of sponsorships, students actively engage
with agents, consultants and students representatives. For
that reason, we believe that the single most important step
an institution can take to recruit students is to build visibility
and develop a familiar profile. We therefore encourage our
institutions to be cognizant of developing a satisfying student
experience on campus. This, will create “school
ambassadors” who will return to the region and promote your
institution to anyone who will listen.
A little boy, after being shouted at by his mom. Sitting sadly, arm folded and pouting.
Dad asked : "What happened son?"
Kid : "Dad, I can't handle your wife anymore! I want my own wife!"
THANK YOU