Education market of middle east, north Africa & India

1. Education market of middle east, north Africa & India Education Malaysia – Dubai Dubai, United Arab Emirates

2. Contents • Introduction • Overview of our market • Market – Before, Now & Future • Challenges • Next Step - What we should do • Effective Promotion • Conclusion

3. introduction 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

4. 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.

5. Market overview • Malaysian government is in its bid to make Malaysia the regional education centre. The numerous policiesintroduced 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

6. Country statistics

7. NOTE: Above statistics extracted from 2009’s World Bank report, this may differ from latest statistics on other Slides

8. Countries with huge potential • 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

9. Iran & Saudi Arabia Click for : More Info….

10. United Arab Emirates & Bahrain Click for : More Info….

11. Oman & Sudan Click for : More Info….

12. Iraq & Libya Click for : More Info….

13. India

14. India Continues…….. 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 ofEntry 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 Click for More on India ……..

15. Market – before, now & future Future Target for MENA Then

16. Huge potential – but with challenges • OUR WEAKNESS • 1. 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 Immigration • 5. Limited number of institutions for PG programmes • THREATS • 1. Establishment of educational free zones in the region • 2. 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 Solution (5S+2EX)…….

17. Complains from students…and parents 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- 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. 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- 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-

18. Recognition..AnotherBig Issue Our Suggestions…….

19. Our Approach 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

20. suggestions • 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

21. Continues.. Opportunities beyond student recruitment • Partnership between institutions • Faculty exchange programs • Student exchange programs • Joint research projects • Professional development of faculties • Knowledge transfer arrangements • Industry training to develop local capacity • Staff training for big organizations • Career development programs for private and public sector employees • Education reform projects • Curriculum development • Professional development of teachers, principals & administrators

22. PR Activities Recruitment Drives Education Fairs Marketing Promo - Alumni Promo - agents Media promo Exchanges Effective marketing activities • 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

23. Make aggressive Marketing and Awareness campaign in targeted markets 1. Marketing & Awareness After step 1, conduct Student Recruitment Activities (You can use our office for this) 2. Recruitment Make sure Int’l students are well taken care (This in turn brings more students) 3. Continuous Support Promotion vehicles

24. Some of our activities

25. Continues….

26. Next year’s event International exhibitions:

27. Continues……

28. Continues……

29. Continues……

30. Solo Events

31. Media campaigns:

32. Other promotional events:

33. invitation • 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.

34. conclusion 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

35. 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.

36. 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!"

37. Thank you