Introduction News & Opportunities Clients & Projects How can QUEST assist? What is our approach? Regional Markets OverviewTurkey Hungary Slovenia Croatia Romania Bulgaria AustriaAssociates LinksAustralia EU & International Hungary Slovenia Turkey Austria Croatia Poland
AIEC QUEST has been operating in our region for over 5 years now and have been both directly and indirectly responsible for generating $AUD10,000,000 in export income for Australia (conservative estimate).
QUEST can assist with the marketing of education institutions, regional groupings and other entities seeking partners and new markets in the EU, CEE and Turkey. This can include market research, market entry strategy, advertising/promotion, visit assistance, research partner search, follow up, liaising, contract arrangement or applications and regular market intelligence updates.
Clients, Background & Projects
• Conducted education market research (using “Grounded Theory” methodology both quantitative and qualitative i.e. “consumer behaviour”) on Turkey and the Turkic Republics, commissioned and cited by Dr. Denis Blight AO, then of International Development Program IDP 1995
• For Karizma Education & Consulting Turkey liaised with International House UK planned, developed language centre model, gained affiliation, established/staffed, conducted marketing and ongoing evaluations, 1997
“Creating a qualitative paradigm representing the experience of international students and stakeholders is essential for marketing and improving quality. Little sophisticated market, social and education research has been conducted by Australian and other education institutions internationally. There is danger of institutions losing touch with both international & domestic stakeholders without ongoing market research. In Europe, Australia has minimal profile while US, Canada, UK & EU are favoured education destinations.
Australian institutions must make more use of inhouse and local resources and those already on the ground in potential markets versus infrequent visits and education fairs, for example. Potential resources include alumni, existing students, Australian educators & other professionals abroad, Australian Studies programs at university and K12, international linkages, exchange programs, tourism, commerce and culture.”
• QUEST formally established to provide education and training services and marketing to MNC’s and SME’s in Hungary 2000
• Invited by Austrade and the Australian Embassy Vienna to give presentation on Australian education as part of the Slovene Government’s “Australian Spring” at Ljubljana University, 2003
• Partner in Turkey Ms. Marti Buyukozden placed Australian university profiles in Turkey’s largest newspaper “Sabah” 2000
• Presented with other participants including British Council, Goethe and French Institute at the Slovenian Education Ministry’s “Ad Futura”, Scholarships & Internships conference for university students at Kranska Gora. 2004
• Attracted sponsorship for Pro-Four Bt. to hold the II Boomerang Film Festival and ran associated events i.e. Australian education seminars at Hungarian universities 2004
• Commissioned by the George Soros founded Central European University – Graduate School of Business, Budapest to provide entry and marketing services for the Turkish market 2005-6.
• AIEC QUEST presented at the Hungarian Education Ministry’s Student Information Centre’s Study Abroad Week Budapest, February and October, 2005-6
• Commissioned by Deakin University to develop market in Central Europe, specifically Hungary through seminars, advertising mix and administer scholarships 2005-6 onwards
• Commissioned by the University of Sydney and Centre of English Teaching to assist with “profile raising” via a mixed marketing strategy for Turkey including stand at IEFT Fair, seminar and online banner resulting in direct applications 2005
• Placed wine intern formerly of La Trobe University at Corvus Winery, Bozcaada (near Gallipoli) in Turkey as part of QUEST’s role to provide wine related education and services 2005
• AIEC QUEST has met with the Turkish Higher Education Authority (YOK) regarding recognition of Australian qualifications especially VET, several institutions in Ankara including Turkey’s premier private university Bilkent University and an elite private school foundation TED
• Commenced Marketing of Study, Work & Travel directly to students in Slovenia 2006
• Commenced providing study pathways for clients of UK, Australian and European based registered migration agents 2006
• Commissioned by the Australian Business & Retail Academy to market both Sydney and Brisbane colleges in CEE and recognised online Certificates and Diplomas in Business Services and Retail Operations for eLearning systems to SME’s and MNC’s in CEE 2006
How can AIEC QUEST assist your Marketing Efforts?
In Central & Eastern Europe and Turkey Australia has limited profile and does not feature as first choice study destination. Generally fairs, exhibitions and seminars are not recommended as they are of questionable effectiveness without Australia having a profile and limited audience reach.
In these same markets print media circulation is decreasing while internet penetration amongst younger generation is very high and traffic or unique users far exceeds that for newspapers.
We estimate “word of mouth” via classmates, friends, colleagues & family is responsible for up to 90% of all applications, followed by online up to 25%, while exhibitions, seminars and print advertising 5% or less. We generally suggest that Australian institutions should cooperate together in these markets to gain both cost advantage and through critical mass, greater impact.
For outline of web based marketing from EAIE 2005 click here
Online marketing is by far the most effective and economic form of marketing where Australia has limited profile, but only if direct enquiries to your institution are monitored!1. Briefing our client through QUEST’s accumulated quantitative and qualitative market intelligence resources "grounding" future strategy.
2. Learn why existing students or alumni chose your institution and feedback on their experience. Every international student chose your institution for a reason and the majority are influenced by existing students and alumni, i.e. "word of mouth".
3. Develop a "sustainable" strategy and refine product or service over time including a variety of effective marketing channels e.g. private school counsellors, online marketing options, monitoring of enquiries both ends and then with interest generated, potential for further activities e.g. visit/seminars.
4 . Evaluate online feedback data, report and review the strategy regularly with recommended adaptations where or when required.
The cost model covers both tangible and intangible knowledge or social capital, compares more than favourably with regular service providers, package includes follow up, counselling and application assistance, well after formal service ends. For of overview of services and pricing please contact Ms. Marti Buyukozden direct.
For overview of marketing plan development from EAIE 2005 click here
Population: 70 million
Per Capita Income: €4,000
Australia’s Profile: Low
Family/Business Connections with Australia: low-medium
Market Type: 18-28 year olds, university ELICOS, UG & PG.
Visa Assessment Level: AL3
Annual No. Students Australia: ~250 or ~1% total market share
Fee Paying Culture: High
Australia's profile is minimal in Turkey as confirmed by feedback from 150 visitors to IEFT's April 2005 education fairs:
What is your awareness of Australia?
60% Little, 35% Medium, <5% High
What is your awareness of Australian states/regions?
90% Little, 10% Medium, 0% High
QUEST strongly recommends online banners, firstly, a specialised Turkish study abroad portal with annual traffic of 4.5 million and 400,000 members, ranked 22,000 internationally (versus Austrade Turkey's EgitimPlus ranking of 385,000).
Istanbul is 40-50% maximum of Australian study enquiries and applications, with 30% from Ankara and 20% from Izmir, Adana, Antalya, Bursa etc.. One Australian “name” university in peak season vs “lesser known” in low season had the following results from the study abroad portal:
1. A large university with known name had banner 10 days in April during one of the peak seasons had 375,000 banner views (for profile raising equivalent of 15 IEFT education fairs!!) and 1850 clicks through to university website.
2. Another lesser known university outside Sydney had banner 15 days during low season i.e. August during summer holidays had 75,000 banner views (equivalent of 5 IEFT education fairs) and 250 click throughs to university website.
Another favoured website networking people socially and for business, is excellent for awareness raising of Australia and regions among 18-55 year olds, with 80% between 18-30. The traffic is mostly Turkish but ranked in top 500 internationally, i.e. near no. 1 in Turkey with very high daily traffic and further, above average time spent on site.
There are also many other options available including online, fairs (A2, IEFT, Educaturk & private school or university fairs) and print media which can be packaged together for any campaign complemented by AIEC's student information, counselling and application services. Contact Ms. Marti Buyukozden direct marti@quest-edu.com
Population: 10 million
Per Capita Income: €10,000
Australia’s Profile: Low
Family/Business Links with Australia: Low
Market Type: 18-40 year olds, private ELICOS/VET, TAFE and university increasing.
Visa Assessment Level: AL1 & 2
Annual No. Students Australia: ~250
30% of the population use the internet which also penetrates regional areas. QUEST has two preferred online portals, news information portal and an entertainment portal including education and HR, has traffic largely made up of 15-45 yo’s. Other channels include relevant link sites and specialist publications targetting schools and universities.
Language Parade Fair annually in September in Budapest, Budapest Economics University Career Expo each April and October, Hungarian Ministry of Education's Study Abroad weeks twice yearly and Travel Expo every March.
Population: 2.5 million
Per Capita Income: €15,000
Australia’s Profile: Low
Family/Business Links with Australia: Medium
Market Type: 18-40 year olds, (potential) private ELICOS/VET, TAFE & PG.Visa Assessment Level AL1
Annual No. Students Australia: ~15
Internet access equals that of Austrian and French households i.e. 50%, one third are weekly users, preferred major online portal has daily traffic of 150,000, significantly higher than combined national print media circulation, ranked in top 5000 internationally.
AIEC has recently appeared in a student magazine distributed by hand to 10,000 university students in Slovenia and will also do same with high school publication coming out in February, online banner advertising and potential seminars April/May 2006. Future publications:
March - 19,000 students will get it free - all 3 Slovenian
Universities
1/1 page €1000 & 1/2 page €550
February distributed to students from over 150 outlets mostly individual faculties 1/1 page €1250, 1/2 page €700 & 1/4 page €350
Studentski Arena fair held by Ljubljana University every October in Ljubljana.
Population: 4.5 million
Per Capita Income: €7,000
Australia’s Profile: Low
Family/Business Links with Australia: medium-high
Market Type: 18-40 year olds, potential private ELICOS/VET, TAFE & PG.
Visa Assessment Levels: AL3
Annual No. Students Australia: ~15
EducaPlus HR & Training Fair annually every November in Zagreb.
Population: 21 million
Per Capita Income: €3,000
Australia’s Profile: Low Family/Business Links with Australia Low
Market Type: potential 18-35 year olds, Private ELICOS/VET first, then TAFE & PG.
Visa Assessment Level: AL2
Annual No. Students Australia: 90 (Majority ethnic Hungarian residing in Hungary)
Population: 7.5 million
Per Capita Income: €3,500
Australia’s Profile: Low
Market Type: 18-35 year olds, private ELICOS/VET, TAFE & PG,
Visa Assessment Level: AL3
Annual No. Students Australia: ~20.
Population: 8 million
Per Capita Income: €40,000
Australia’s Profile: Low/Medium
Market Type: 18-30 year olds, university ELICOS & PG,
Visa Assessment Level: AL1
Annual No. Students Australia: ~300
Ministry of Education holds BeST Education Fair annually in March. For more information and potential marketing strategy and proposal please contact QUEST.
Ms. Marti Buyukozden, AIEC QUEST’s partner in Turkey who originally worked in market research and consulting, has assisted various institutions with their entry strategies to the market. Promoted Australia in general and assisted with projects including winery development, film/tv content provision, seeking research partners and clarifying recognition issues with the Turkish Higher Education Authority. B Eng and M. Eng.
Rob Youngs – Australian, has worked in Australian and international education for over 10 years including Melbourne University Private’s Hawthorn English Centre, DOS and Manager at IDP’s Australian Centre for Education Budapest, DOS and Manager at Hawthorn’s Oman Centre and Marketing Manager at Hawthorn for Melbourne University Private. B. Bus. & Grad. Dip. Ed.
Chris Bridge - Australian, after studying at the University of Adelaide had studied and worked in Europe then set up the Study in Australia centre with Henriett Nagy at IDP’s ACE in Budapest 1998, followed by AIEC. Chris is now spending time in Australia working with students at the University of South Australia. B. Sc. (Physics), B. Music Perf., B.A. (International Relations) & Cert TEFL
Angela Inglis – Hungarian/Australian, Angela was Community Information Officer and Manager/Head Teacher of the Education & Training Department Riverina Institute of Technical & Further Education (TAFE), Griffith. In Budapest Angela has worked on a variety of projects e.g. an EU funded pre accession project at the Ministry of Labour. Angela is a Senior International HR Consultant for IBM Central Europe in Budapest. B. Ed., Dip Ed. And Grad. Cert. TESOL.
Tim Gittins – UK – formerly worked for the UK Department of Agriculture before moving to Hungary where he has been involved in education for past 10 years. For example developing EU VET funding project proposal targetted at SME management, lecturing in HRM at various universities including Szeged University, Corvinus University’s International Student Centre and Budapest Technical University. In recent years Tim has been marketing Henley Management College, UK, in the CEE region and delivering corporate training & development. B. Ag.Econ. & MBA
Australian Business in Europe www.abie.com.au
Australian Europe & Utrecht Networks http://aenonline.net/
Australian International Education Centre www.aiec.biz
Australian Trade Commission www.austrade.gov.au
Australian Department of Foreign Affairs & Trade www.dfat.gov.au
Australian Studies Network www.austudies.org
Australian Studies www.inasa-home.net
Australian Technology Nework www.atn.edu.au
Australian Government Education Directory www.education.gov.au
Australian International Education Agents Network AIEAN www.aiean.com.au
Australian Council for Education Research www.acer.edu.au
Edna Education Network Australia www.edna.edu.au
Education.au Ltd. www.educationau.edu.au
Education New Zealand www.educationnz.org.nz
European Commission's Delegation to Australia www.ecdel.org.au
FEAST Forum for European Australian Research Cooperation www.feast.org
Group of Eight www.go8.edu.au
Innovative Research Universities Australia www.inua.edu.au
International Development Program IDP www.idp.com
National Centre for Vocational Education Research www.ncver.edu.au
NOOSR Skills Recognition http://aei.dest.gov.au
Professional International Education Resources - PIER www.pieronline.org
Southern Cross Group www.southern-cross-group.org
Study in Australia www.studyinaustralia.gov.au
Australia Europe Centre Berlin www.go8.edu.au/europe/
British Council www.britishcouncil.org
Central European Initiative www.ceinet.org
The EU’s 7th Framework Research Funding & Themes www.cordis.lu/fp7/
The Economist www.economist.com
European Association for International Education www.eaie.org
EU Education Information Network www.eurydice.org
Hothouse Media www.hothousemedia.com
International Institute of Education IIE www.iie.org
Observer on Borderless Higher Education www.obhe.ac.uk
Times Higher Education Supplement www.thes.co.uk
Ministry of Education – Student Information Centre www.hik.hu
Ministry of Education www.om.hu
Ministry of Education Online Network www.sulinet.hu
Semmelweiss Health & Medical Sciences University www.sote.hu
Karrier Vocational Study Portal www.karrieradatbazis.hu
Kodolanyi Janos College www.kodolanyi.hu
Central European University Graduate School of Business www.gsb.ceu.hu
Central European University www.ceu.hu
English & German Newspaper www.budapesttimes.hu
Expatriate Portal www.xpatloop.com
Expatriate Portal www.expatshungary.com including CEE region
Austrade Hungary's Australian Portal www.iranyausztralia.hu
Online Business News Portal www.index.hu
Print & Online Entertainment Portal www.est.hu
Budapest Business Journal www.bbj.hu
Budapest Week www.budapestweek.com
Australian Embassy www.australia.hu
QBE Insurance Central Europe www.qbe.com
Hungary In Your Pocket www.inyourpocket.com
Pestiside www.pestiside.hu
Ad-Futura Science Foundation www.ad-futura.si
Centre for Knowledge Promotion www.cpz-int.si
Chamber of Commerce www.gzs.si
Ljubljana University www.uni-lj.si
Slovenian English Newspaper www.sloveniatimes.com
Institute for Slovenian Studies of Victoria www.thezaurus.com
Australian Slovene Institute www.sloaus-inst.com
Slovene Australian Network www.glasslovenije.com.au/index.html
Australian Consulate www.embassy.gov.au/si.html
Research & Technology Development in Slovenia www.rtd.si
Expatriate Portal www.mymerhaba.com
English Newspaper www.turkishdailynews.com.tr
English News Portal www.turkishpress.com
English Translation of Major Turkish Daily www.hurriyet.com.tr/english/
Higher Education Authority www.yok.edu.tr
Ministry of Education www.meb.gov.tr
Turkish Research & Science Foundation www.tubitak.com.tr
Study in Australia Portal www.egitimplus.com
International Education Fair Organisers www.ieft.net
Australian Embassy www.embaustralia.org.tr
Australian Embassy& Australian Events www.australian-embassy.at
Pickwicks Cafe, Bookshop & Films www.pickwicks.at
BeST Education Fair www.bestinfo.at
Ministry of Education www.bmbwk.gv.at
Business and Innovation Centre Burgenland www.bice.at
Australian Embassy www.auembassy.hr
Business Portal www.croatiabiz.com
Croatian Directory www.hr
Croatian Herald – Melbourne www.croatianherald.com
Education Portal www.edukacija.hr
ISKON Online Portal www.iskon.hr
Student Information Centre www.iro.hr