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Think New Kicks Off in Thailand
Running from 5 August to 31 October, the campaign’s objectives are to generate enquires from prospective students which will then be followed up on by ENZ Recognised Agencies.
The campaign will promote New Zealand education generally, but advertising will primarily target prospective school and tertiary students in line with current demand.
The campaign follows recent campaign activity in China, India, Brazil and Japan.
Thailand is a priority market for Education New Zealand with significant potential for growth.
The number of Thai students studying in New Zealand increased by 6 per cent in 2013 and along with ENZ’s new structure within the region, the campaign is the start of increased focus on New Zealand’s largest source country of international students in ASEAN.
Download the campaign overview
Visit the campaign website.
Insight into China Education Developments
Produced by our China team, the latest report provides a roundup of China’s education developments during the first half of 2014 and follows their January report which was picked up and reported around the world.
Sam Mackay, Senior Education Manager in Beijing, says the Insight Report is the China team’s way of keeping industry up-to-date with changes in the region.
“There’s so much information flying around about Chinese education developments that it can be hard to keep current. We developed the China Insight Report so you can stay abreast of the key trends in this top priority market for New Zealand.”
“We’ve also tried to deliver it in an engaging manner. You can contemplate our ‘questions to ponder’, try your luck at some of this year’s Gaokao questions, and even enjoy a (somewhat related) dance clip.”
Download the China Insight report here. We welcome feedback to china@enz.govt.nz.
Quick summary:
- The number of Chinese students heading overseas rose in 2013, but at a slower rate than previous years.
- Chinese international student enrolments in New Zealand rebounded, exceeding the 25,000 mark for the first time since 2007. Strong growth occurred in the school and university sectors.
- Postgraduate student numbers within China are falling due to the introduction of tuition fees. Interest in ‘professionally oriented’ postgraduate programmes, however, is rising.
- A record number of graduates are finding employment prospects tough. The expected monthly salary has fallen 2000 yuan over the past three years.
- China’s vocational education system is being transformed. Changes to the exam system, institution entry processes and a boost in the number of higher vocational institutions are all in the works.
- Global acceptance of Gaokao has increased as the exams get reformed. A technical stream to the exams will be introduced, and students will be able to sit their English exams periodically throughout the year.
- Chinese parents are increasingly asking providers to illustrate the return on investment.
What’s new in The Brand Lab?
We received an overwhelmingly helpful response when we asked for ideas for locations and talent for the recent photo shoot – thanks to everyone who made us feel so welcome.
“It was lovely to get out around the country to get a wide range of new photos, including shots of primary and co-ed schools, unique ITP and PTE courses, Saudi students, technology and education and general life in New Zealand,” says Kaylee Donald, International Brand Manager.
“We’ve now got over 800 photos for you to choose from when you are putting together your marketing material, or looking for pictures that show what it is like to be a student in this country.”
“At the moment we are working on a set of exciting ‘Day in the Life of’ videos, following current students as they go through their day including home and study life.”
“To keep the videos relevant for all sectors, the specific institution the student is at will not be shown and each video will focus briefly on their studies and then capture what they do outside of study.”
“We will be including things that might seem ordinary, like catching a bus to school, but we know that prospective students want to be able to get a feel for what actual life in New Zealand will be like.”
“I can’t think of anyone better to tell our stories than the students that are here experiencing everything this country has to offer,” says Kaylee.
The new photos are available now in The Brand Lab and the videos are expected to be available in November.
Bold gaokao reforms announced
The changes will see the removal of streaming – a policy which has been in place since 1957 – allowing students greater flexibility in subject choices to count toward their final score. Higher education admission processes are also slated to change.
Common subjects remain
Under the current gaokao system, students must study Chinese language, maths and a foreign language (usually, but not exclusively, English). Students will continue to study these common subjects.
While the three common subjects will be tested at a ‘unified date’, many provinces will allow students to take two separate exams for English and submit their best result.
Streaming abolished
The reforms will remove the policy of streaming students into the arts stream or the science stream in their second year of senior high school. Instead, students will study a mix of arts and science subjects.
More subjects introduced
As well as the three common subjects, the reforms will see students study 11 others. The 11 subject areas will likely vary between provinces.
While students must study all 11 subjects, only three results from six identified subjects – history, geography, politics, chemistry, biology and physics – will count toward their overall gaokao score. The three results may be a student’s best results and/or be from subject areas which align well with their future study plans.
The 11 subjects will be assessed based on a ranking system, with students awarded a ‘pass’ or ‘fail’ grade. How the rankings will be converted into scores for the overall gaokao score is an area that will be clarified through implementation plans.
These changes will likely see students prioritise particular subjects based on their future study plans.
Change in admission processes
The admission processes of China’s higher education institutions will also change. The reforms encourage institutions to adopt a multidimensional enrolment system; to look beyond a singular focus on gaokao results to include ‘academic performance’ and ‘overall qualities’ in their assessments.
With the removal of streaming, it is likely that Chinese higher education institutions will provide students with greater clarity as to the subject requirements they must meet to apply for specific fields of study – for example, a higher score in politics may be more important for students seeking to study law than biology.
Another change relates to the ‘extra points’ policy. This policy saw students with strengths in sports or artistic pursuits awarded bonus points for the gaokao and thus a better chance of entering top universities. This policy will be removed from 2015.
Implementation
The China Ministry of Education has designated Shanghai municipality and Zhejiang province as pilot areas for the reforms. Implementation will begin later this year for first year students at senior high schools.
Both Shanghai and Zhejiang are expected to publish implementation plans in the coming months which will outline in greater detail how the reforms will be implemented.
The reforms will be rolled out nationwide from 2017 and are expected to be fully implemented by 2020.
Rationale for the change
The reforms follow the significant debate across China about the education system’s ‘fitness for purpose’ in an era where innovation is essential for the next phase of China’s economic development.
The reforms seek to address common criticisms of the gaokao. As Vice Minister of Education Du Yubo said, “to put it simply, we are trying to solve the problem of yi kao ding zhong shen (one exam determines one's entire life)”.
Greater international recognition likely
The reforms will likely stimulate an increase in the number of tertiary institutions around the world accepting gaokao for admission into degree programmes. A growing number of institutions already accept gaokao results, including seven of Australia’s Group of Eight universities.
Education New Zealand has been working with Universities New Zealand on the acceptance of gaokao results for direct entry. We are interested in hearing from all New Zealand providers which do currently or are considering direct entry on the basis of gaokao. Email us at china@enz.govt.nz.
Celebrating our education ties with Thailand
Students and their families were able to explore a variety of international study options available in New Zealand with 50 New Zealand institutions providing high-quality representation and advice on the New Zealand education offering.
Ziena Jalil, Education New Zealand Regional Director South – South East Asia, said: “The fact that New Zealand education institutions have visited Thailand every year for 20 years to demonstrate the benefits of studying with them in New Zealand, illustrates our long-term commitment to Thailand and to our Thai partners.”
“This year’s theme for the fair was “New Experiences, New Ideas” and it was important to have the full range of New Zealand institutions and sectors to show the true spirit of New Zealand where new thinking is celebrated and where there are multiple opportunities.”
“With more than 3,000 Thai students studying in New Zealand this year, we are already providing high quality education and life-changing experiences for many Thai students” said Ziena.
Over 400 people attended the fair representing an increase of seven percent from last year, with pre-event publicity including media releases and a media briefing to encourage student registration and boost awareness of the fair.
The fair was the peak event for New Zealand education in Thailand following our August roadshow to Thai secondary schools in Bangkok, promoting New Zealand study opportunities and particularly English language courses. As part of the roadshows ENZ visited three schools and participated in an exhibition held by a network of Thai public schools offering English language programmes.
Education New Zealand also takes this opportunity to provide you with a resourcing update for Thailand. Recruitment is well underway for a new Marketing and Strategic Relationships Manager to be based in Bangkok. Sarah Stabler, ENZ’s Lead – Public Relations/Marketing (SSEA) is your contact point for all ENZ activity in Thailand so please contact Sarah if you have any Thailand related queries sarah.stabler@enz.govt.nz. We wish to thank Gewalin Lertrasameewong, known to most of us as Nan, for her work over the years with ENZ and the former trust. Nan finished with ENZ on Friday 26 September and we wish her all the very best.
Game On English a hit in Tokyo
The event provided an opportunity to showcase the benefits of the programme and to get feedback from the students to help with discussions on the further development of the programme.

Held at the New Zealand Embassy in Tokyo, the event brought together the students, Japanese Ministry of Education officials, Japan Rugby Union representatives, media and other stakeholders. Adding real star power to the event was Black Ferns Captain Huriana Manuel – along with a black moonboot – following up on her attendance at the launch of Game On English in Auckland back in July.

Students from both of the pilots presented on their experience in New Zealand– many in English. The students were full of confidence and enthusiasm about what they had learnt and experienced in New Zealand.

Vice Minister for Education Shinichi Yamanaka spent time with the students as they talked about their time in New Zealand. Chairman of the Japanese Rugby Football Union, Tatsuzo Yabe also attended the event and spoke positively about this NZ Inc. initiative. Both commented on the holistic nature of the programme, equally developing students’ English language and rugby skills which are necessary to play at the top level.

Japan is now looking towards hosting the 2019 Rugby World Cup and the 2020 Olympics which will feature Sevens Rugby, sparking an increased interest in rugby in Japan. We are now exploring how the Game On English programme might be developed in 2015 and beyond.

Two teams participated in the pilot programmes. The first, a top girls’ sevens team from Iwami Chisuikan High School spent four weeks in Auckland working on their English with the Auckland Institute of Studies and their rugby skills with the Auckland Rugby Academy. Their visit coincided with Japanese Prime Minister Abe’s visit to New Zealand, and he and Prime Minister Key launched Game On English in style in Auckland.

Player Ran Aoki said: “The best part of the programme was the training. Auckland Rugby made it fun and give invaluable comments and feedback.

“Kiwis value the quality of training in a given timeframe over accumulated hours which allowed us to get the most out of our short stay in New Zealand.”

The second team in the Game On English pilot was a group of 11 boys from the 11 schools making up the Kanto Super League who were in Dunedin from mid-July through early August. The boys divided their time between the gym and training ground with the Otago Rugby Football Union and the classroom at the University of Otago Language Centre.

“Partnerships between English language schools and rugby unions were key to the success of the pilot programmes. For the month they were in New Zealand, the students were fully immersed in an English speaking environment which started with their homestay families and went on the through the classroom and into their rugby,” said Francesca Hilbron, ENZ’s International Market Manager.

“And they’ve had a New Zealand rugby experience that could see them on the way to being stars of the future.”
NZ universities feature on Chinese TV
Through Education New Zealand’s (ENZ) strong relationship with the International Channel Shanghai (ICS) the documentary All About Going Abroad was filmed at the University of Auckland, AUT, Massey University and Victoria University of Wellington.
The first season of the programme focused on the United States and we were excited to be chosen as the destination country for the second season.
Five episodes were produced on New Zealand university study options and include our own Regional Director Alexandra Grace and Guangzhou-based Education Manager Felix Ye.
ICS is available in nine million cable TV households in Shanghai, and reaches an even wider audience through its website www.ICShanghai.com, which makes programmes available online and on apps for mobile devices.
The show premiered on 20 September and will be broadcast every Saturday at 6pm until 18 October. You can watch online at www.icshanghai.com or www.iqiyi.com after it is aired on TV.
Alumni invaluable at fairs
A first-time participant at an international education fair, Alexandra was keen to present Wanganui High School from both a student and staff perspective. She was very pleased with the results.
“Sujin has an insider’s knowledge of our school and the New Zealand education system. Students and parents felt as if they were getting a genuine opinion from Sujin, not just from a marketer selling a product,” said Alexandra.
For her part, Sujin was delighted to give something back. She studied over years 9 to 13 at Wanganui High School, finishing in 2008, and was keen to share her experience with others considering doing similar.
“It’s been really special. I never thought I could do this and help people by explaining my thoughts and experiences,” said Sujin.
Sujin says she finds New Zealanders “incredibly friendly, welcoming and open”. The best part of school for her was the opportunity to choose from a wide range of subjects such as drama, photography and psychology.
On returning to Korea Sujin completed a BA in English literature and business at Dankook University. Now seeking the right professional path for her, she currently teaches English to high school students part-time.
“I felt very sad that they were memorising the vocabulary but couldn’t actually use the words in a sentence. I do lots of speaking and listening with them – once they get used to it, they find it really fun.”
Regional Director Lisa Futschek said: “It was great to see Alexandra and Sujin working so well together. In addition to the essential Korean language skills Sujin brought to the discussions, it was clear the families valued the opportunity to speak directly with a Korean student who had studied recently in New Zealand.”
Alexandra was in no doubt about the benefits of having a member of the Wanganui High alumni on her stand: “If Sujin hadn’t been there with me, we wouldn’t have achieved what we did. The conversations were fruitful and authentic. For me it was like having family with me on our booth.”
And it truly is a family affair at the high school - Sujin’s brother is currently finishing his year 13 studies at Wanganui High School.
New Zealand shines at China Education Expo
As the photos show, New Zealand’s presence at the fair had a big impact, with the Kiwiana finger puppets proving a popular and distinctive crowd pleaser as students assessed a sea of study options.
Initial feedback from industry participants also noted an increase in interest from agents; they report New Zealand is more and more in demand by their customers. The Beijing agent seminar had 120 participants, the majority of which were agents, who had come along to meet New Zealand institutions.
Alex Grace, Regional Director – Greater China, says collective hard work by government and industry to build awareness and raise perceptions of quality is clearly having an impact.
“ENZ, as the government’s lead agency for international education, has paid particular attention to raising the bar in terms of how we package and present the New Zealand education experience. That was noticed and commented on with envy by other countries.”
“It is gratifying to work in partnership with such a committed and professional group as that which signed up for CEE and our agent seminars. It is only by working together that we’ll increase the impact of our activities and a make a difference.”
New Zealand: Country of Honour for CEE 2015
And there is more good news: New Zealand will be the Country of Honour for CEE 2015. Alex says: “Ambassador Carl Worker and I attended the Gala Dinner event at which New Zealand was named as next year’s CEE Country of Honour. This is a major achievement, representing not only the relationships developed by ENZ, but also the commitment over the years by our industry. Please start planning now to participate in October/November next year!”
Fairs and agent seminars continue in Guangzhou, Chengdu and Shanghai through 3 November.
NZ-India Sports Scholarships announced
Minister Nathan Guy and former Black Cap’s captain Stephen Fleming, along with High Commissioner Grahame Morton presented the awards at an event which also marked 101 days until the start of the 2015 Cricket World Cup.
Education New Zealand’s Regional Director for South and South East Asia, Ziena Jalil congratulated the students on winning the year-long scholarships to study at tertiary institutions around New Zealand.
“The level of students applying for the scholarships was particularly high – we are working to increase the quality and level of qualifications studied by Indian students in New Zealand and these scholarships reinforce that,” says Ziena.
The scholarship recipients are studying programmes ranging from bachelor degrees in sport and exercise to postgraduate study in sports physiotherapy and clinical exercise physiology. They will be studying at AUT, the Universities of Otago and Waikato, Unitec, UCOL and SIT.
Among the recipients are twin sisters Tashi and Nungshi Malik who are the first twins to have climbed Mt Everest, and Surabhi Date a former captain of the Indian Women’s Rugby Team.
“It was great to bring all the recipients together to receive their awards at the Cricket World Cup event in front of more than 250 Indian government, education and business contacts as well as a New Zealand business mission,” said Ziena.
“The evening was a showcase for New Zealand as a country and particularly our world-class reputation for excellence in sports and education.”
The New Zealand India Sports Scholarships programme is one of the several activities underway to deepen New Zealand’s education relationship with India. The initiative was first announced as part of the Prime Ministers’ Education Initiative which seeks to enhance bilateral tertiary education cooperation between New Zealand and India.
Almost 12,000 students from India studied in New Zealand in 2013 making it the second largest source country for international students to New Zealand.