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• New code for student care established

  You are invited to contribute to the development of guidelines that will accompany the new Code.

  Launched by Minister Joyce on 10 March, the new Code better reflects the outcomes expected by students and their families, and the high standards of student support that our industry seeks to maintain.

  Find out more about the Code and the new contract disputes resolution scheme on the Ministry of Education’s website here.

  As the administrator of the Code, NZQA is inviting our industry to contribute to the development of guidelines to help providers understand, in practical terms, what being a Code signatory involves and offer best-practice examples of pastoral care of international students.

  Ensure your voice is heard as NZQA drafts these guidelines. As an industry we want to have a high bar of expected practice when it comes to the pastoral care of students. The guidelines should demonstrate examples of what good practice looks like and what, as an industry, you see as the minimum that should be expected.

  The Ministry of Education, along with NZQA and Education New Zealand would like to acknowledge the important contribution many of you made to the development of the new Code by sharing your ideas and suggestions throughout the consultation process. It is through this sort of industry participation and commitment that New Zealand continues to be at the forefront of best practice in international student care.

  We encourage you to take part in developing the guidelines.

• Update on the New Zealand Story – Our shared story to support export growth

  The New Zealand Story project is led by the chief executives of Education New Zealand, Tourism New Zealand and New Zealand Trade and Enterprise.

  The Story will:

  • Communicate New Zealand’s values and personality

  • Feel and be authentic

  • Feel different to other countries’ stories

  • Move us beyond place (our landscape)

  • Be a foundation story from which other stories can grow

  • Support growth in export earnings.

  It will help communicate New Zealand’s distinct and unique attributes to international audiences around the world.

  Education New Zealand Marketing and Channel Development Manager Kathryn McCarrison says that while New Zealand has a great reputation in a number of areas, “the New Zealand Story is an opportunity to sharpen and highlight our country’s many qualities.

  “What we have got is a gap between how international audiences see us and the ideal positioning we need to ensure the world ‘buys’ New Zealand.

  “The New Zealand Story will fill that gap so that exporters don’t have to spend half their meetings in international markets explaining why New Zealand is great. They can get straight into saying why they are great.”

  The New Zealand Story will be a foundation for more specific stories about individual businesses and sectors like education. It will help give the stories told in international markets by individual companies and organisations a common voice when talking about New Zealand.

  The Story has been tested and accepted by businesses and consumers in six markets –Australia, China, USA, Jakarta, India and Germany.

  Leaders from New Zealand’s primary sectors, manufacturing services, export education, Māori and wider government have also had extensive input into the story’s formulation.

  The project is now in its creative development stage. A toolbox for industry will be developed that will include images and videos to help ‘NZ Inc’ partners (from both the public and private sector) tell a consistent story about New Zealand across different sectors and in very diverse international markets.

  This is an exciting development in the marketing of New Zealand globally and one that will help us all tremendously in raising the profile of our own sectors overseas.

• How New Zealand education compares around the world

  Education at a Glance provides comparable national statistics measuring the state of education worldwide. The report analyses the education systems of 34 OECD member countries, as well as Argentina, Brazil, China, India, Indonesia, Russia, Saudi Arabia and South Africa.  Most of the recent data in the report relates to 2011.

  The findings show New Zealand is performing well.

  In terms of international education, key findings include:

  • New Zealand has the 11th largest market in absolute market share terms (at 1.7 percent), about the same as last year, but much higher than its share in 2000 (0.4 percent)

  • In 2011, we ranked fourth in terms of proportion of tertiary-level students who were international (16 percent). In particular, we had the highest proportion of diploma-level students who were international (at 21 percent ), and the fifth highest (with 13 percent ) at degree level

  • The level of international doctorate students has continued its significant rise since 2005 (since the introduction of domestic-fees policy). Nearly 40 percent  of doctorate-level students were international in 2011 (the third highest level after UK and Switzerland).

  The report shows that New Zealand is:

  • investing 7.3 percent of its GDP in education - the seventh highest in the OECD

  • ·investing 20 percent of all public expenditure in education, which is the second highest percentage in the OECD

  • in the top third of countries for participation in early childhood education - 95 percent of four year olds enrolled in 2011

  • in the top 10 of the OECD for the highest proportion of tertiary qualified adults, with 39 percent of 25 to 64 year-olds and 47 percent of 25 to 34 year-olds in New Zealand having a diploma or higher qualification

  • increasing significantly the number of 15 to 19 year olds enrolled in study - 81.5 percent in 2011, up from 74 percent in 2008.

  The OECD report, Education at a Glance 2013 is available here

• New China Team Members

  Felix Ye, formerly Director of International Students at Auckland Grammar School, has just begun work as our Education Manager based at the New Zealand Consulate-General in Guangzhou.  “Felix is perfect for this role”, says Alex.  “Having spent the past 11 years in a variety of international education positions in both public and private institutions, Felix comes to us with strong and proven credentials and networks.”  Additionally, “Felix originally came to New Zealand as an international student, and has a valuable innate understanding of the kinds of drivers and factors that go into the decision to go overseas to study,” says Alex.  “Felix understands ‘Why New Zealand?’ – and can clearly articulate this to prospective students”. 

  “I am very excited, both personally and professionally, to have this opportunity to work for ENZ in China and to grow our links with the South”, says Felix.  “Guangzhou is my hometown, and there is a lot of potential for New Zealand here.  Guangdong is already the number 1 source province for Chinese students in New Zealand, and with an ENZ presence now here – we are well-placed to develop the education relationship even further”.

  Felix is a fluent English, Mandarin, and Cantonese speaker, and will have responsibility for growing education business in Southern China, (Guangdong, Guangxi, Fujian, Hainan, Hunan), Hong Kong and Macau.  To connect with Felix, drop him a line at felix.ye@enz.govt.nz.

  

  Sam Mackay, another familiar face to many, will soon be joining the China Team, based with Alex, Li Zhi, and Rosemary An at the New Zealand Embassy in Beijing.

  “Sam will be joining us as Senior Education Manager from the end of November, with responsibility for the government-to-government/policy side of the bilateral education relationship; as well as on growing education business”, says Alex. 

  Sam has a long history in international education, both at the government and institution level.  Sam has previously worked on the China relationship at our Ministry of Education; and has studied Mandarin in Beijing, where he also worked at the New Zealand Centre at Peking University.  “Sam comes to us with a robust international education and policy skillset and a solid understanding of both New Zealand and China”.

  Sam will be kick-starting his China work at the ENZ Conference in November, where he will represent the China Team in giving overview of China opportunities.  Sam can be reached at sam.mackay@enz.govt.nz.

• Positive trends signal growth

  "While the effects of increasing competition linger, hard work by many across the industry is turning the tide," says ENZ Chief Executive Grant McPherson.

  Overall, there were 97,283 international students enrolled at a New Zealand education provider in 2013 – 1.8 per cent less than in 2012.

  "This figure is the result of a really hard start to 2013, where from January to April numbers were 5 per cent down on 2012.  Growth since then helped offset some of the decline; from May to December student numbers increased by 4 per cent on the same period in 2012."

  "There’s no doubt numbers do vary sector by sector and market by market, but I’m confident we’re at a point where they’re heading in the right direction. As an indicator for this year, total student visas approved from January to March 2014 are up 22 per cent on 2013," says Grant. 

  Highlights from the report include growth in students from China and India, with both countries increasing by 3 per cent on 2012.

  "These are countries where ENZ has made a significant investment. This investment is reflected in increasing awareness of New Zealand education – our brand awareness is trending up in China and India and preference for New Zealand as a study destination is level with Australia. We’re starting to get noticed, although we’re still well behind UK and USA.

  "In Japan, where enrolments grew 7 per cent between 2012 and 2013, we have also seen our consideration levels increase from 33 to 39 per cent."

  In conjunction with the snapshot report, the Government released another report – the Business Growth Agenda Leadership Statement for International Education Progress Update. 

  The report sets out progress, since 2011, in achieving the goals of the Leadership Statement for International Education. It outlines key actions by government, and ongoing work to support the growth of international education.

  "International education is New Zealand’s fifth largest export industry, contributing $2.6 billion to the New Zealand economy annually, and building links of lasting benefit to our communities."

  "As an industry, we are working together in many ways to increase that contribution. For example, with more than 1,200 people now subscribed to The Brand Lab we’re telling a unified education story internationally. This can only strengthen our brand as a country, paving the way for providers to promote the distinctive strengths of your region and institution."

• New appointments in South and South East Asia

  Including some new roles to support the existing and potential opportunities the region offers New Zealand education providers. 

  “The SSEA region accounts for around a quarter of all international students in New Zealand and offers significant export education opportunities as well. It is home to two of ENZ’s three tier one markets and our fastest growing market this year – India,” says Peter Bull, General Manager International.

  Peter says the new appointments will increase the depth of in-market expertise in marketing, business development and government relations, as well as ensure strong coordination with NZ Inc agencies and the education sector in New Zealand. 

  Following the appointment of Ziena Jalil, as Regional Director – SSEA from 1 July, the latest additions to the region include:

  Sarah Stabler has been appointed Lead – Public Relations/Marketing (SSEA). This is a new role and aims to provide stronger marketing and PR expertise and leadership in the region to increase awareness of New Zealand as a study destination and to lead the delivery of ENZ PR and marketing activity. Sarah is currently Senior Director at PR agency Baldwin Boyle Shand in Singapore and has more than 16 years of PR and marketing experience in South East Asia. Sarah is based in Singapore.   

  Grant Fuller has been contracted as a Senior Advisor to work on a specific project with ENZ in-market staff and the Business Development team in New Zealand to develop a strategy for realising the many business development opportunities that the region offers. Grant is a former New Zealand Trade Commissioner to Malaysia, Indonesia and Singapore and has considerable in-market experience.  

  Jugnu Roy has been appointed Lead – Events (SSEA). In this role, Jugnu will provide leadership to ENZ’s SSEA marketing staff on developing and implementing an events strategy which supports New Zealand institutional needs. Jugnu has most recently been ENZ’s Marketing and Strategic Relations Manager for South Asia and will continue to perform this function while taking on leadership for regional events as well. Jugnu is based in New Delhi. 

  Francesca Hilbron has been appointed Lead – International Market Manager, South and South East Asia, Japan and Korea. Francesca’s role provides the conduit between ENZ in-market staff and New Zealand strategic relationships. It also provides leadership for activities such as Ministerial missions and bilateral meetings. Francesca has most recently been ENZ’s International Market Manager for South Asia, Japan and Korea and brings useful NZ Inc experience to the role, having also worked for Immigration New Zealand. Francesca is based in Wellington. 

  Johnny Tramoundanas-Can has been appointed International Market Manager, South East Asia and reports to Francesca Hilbron. Johnny has joined ENZ from the Tertiary Education Commission where he was most recently Private Secretary in Minister Joyce’s office. Johnny is based in Wellington. 

  In addition, ENZ will shortly be recruiting for another new role – Marketing and Strategic Relations Manager Malaysia, to be based in Kuala Lumpur. 

  “Malaysia is a very important market for New Zealand given the high value of students who come from there. However, recent changes in-market have meant that our student numbers are down. This role will play an important function in strengthening in-market relationships and strongly driving awareness for New Zealand in this key market,” says Ziena Jalil, ENZ Regional Director SSEA. 

  “There are exciting times ahead for the South and South East Asia team, with ASEAN 2015 commemorations and the Cricket World Cup coming up, among many other activities. Our team is determined to ensure we make the most of these opportunities for New Zealand’s education sector,” says Ziena. 

  For further information on ENZ plans for SSEA please contact Ziena Jalil at: ziena.jalil@enz.govt.nz

• Student ambassadors appointed in Christchurch

  “The Student Ambassador programme is one of several initiatives aimed at better supporting international students so that they make the most of their time in Christchurch and perhaps encouraging them to stay longer in the region,” said Richard Ashmore, International Student Pathway Coordinator with Christchurch Educated.

  “It is also a great personal development opportunity for the new ambassadors who will receive training and the chance to expand their own international networks.”

  The inaugural group of ambassadors is made up of 14 students from New Zealand, Australia, Afghanistan, India, China, Japan, Malaysia, Russia and the Philippines.

  “Some of the New Zealanders in the group benefitted from similar programmes during their own overseas study experience and want to help others in the same way,” said Richard.

  Izzie Guo arrived in Christchurch in 2009 totally unprepared for the shock of landing in a foreign environment with only a limited understanding of the language. She was fortunate to have amazing support from her homestay mum and senior classmates to help her adjust to a lifestyle, language and living environment vastly different to the one she had left behind in China. Now Izzie is looking forward to helping other international students faced with the challenges that come with embarking on a learning experience in a new country.

  “I have always wanted to help students new to Christchurch. I remember when I first arrived. I had many difficulties and so many people helped me in many ways. I want to give a little help and hopefully that can make a difference,” said Izzie.

  The student ambassadors are studying at mostly tertiary institutions including the University of Canterbury, Christchurch Polytechnic Institute of Technology, Southland Institute of Technology, along with Middleton Grange and Kaiapoi high schools. 

  The student ambassadors were received into the programme by Christchurch Mayor Lianne Dalziel in mid-October. In addition to their mentoring duties, the ambassadors will represent Christchurch Educated and the city of Christchurch at official functions and international education visits and events. They will start in their roles as fully trained ambassadors in January 2015.

  Interest in the roles was so high that a second group of ambassadors will be inducted into the programme next year.

• Open Hearts, Open Minds, Open Books

  New Zealand’s Guest of Honour presence at the Taipei International Book Exhibition (TIBE) had a strong education flavour as Education New Zealand staff and six education publishers participated alongside a cast of leading New Zealand authors and other New Zealand publishers.

  Education New Zealand contributed $100,000 to New Zealand organiser Publishers Association of New Zealand (PANZ) to support the participation of the Wendy Pye Group, ESA Publications; MJA Publishing; Lanky Hippo Publishing; the New Zealand Council for Educational Research; and Clean Slate Press at TIBE held over 11 – 16 February 2015.

  TIBE is the largest book fair in Asia and acts as a gateway to the region. In 2014, TIBE had more than 500,000 visitors, over 1,000 events for visitors or publishers, more than 700 domestic and international reporters and 423 international publishing houses in attendance. 

  This year TIBE brought in free entry for school-aged children, which was expected to boost visitor numbers as well as providing an expanded audience for Education New Zealand’s “Study in New Zealand” messaging.

  New Zealand’s Guest of Honour status ensured that we received prime positioning within the fair venue as well as enhanced interest and attention from media; Taiwan authorities; and industry representatives seeking to buy rights. 

  A wide-ranging programme included strong publisher presence, public presentations, kapa haka performances, carving by the New Zealand Māori Arts and Crafts Council/Ngā Kete Tuku Iho, a visiting author programme, and offsite events including an art exhibition. The eye-catching New Zealand Pavilion – in a design of three Māori tokotoko (orator’s sticks) – exemplified New Zealand’s “Open Hearts, Open Minds, Open Books” theme.

  “Education New Zealand has previously supported our education publishers’ attendance at such key international trade events, as it gives them the opportunity to explore new markets and opportunities in a dedicated business setting”, said ENZ’s Business Development Manager, Adele Bryant.

  “Dame Wendy Pye was busy at her stand following up leads she attributed to attendance at Frankfurt 2012 where New Zealand was also Guest of Honour and ENZ supported education publishers.”

  

  Above: Dame Wendy Pye and a young Taiwanese student demonstrating one of Wendy’s education tools.

  While the delegation of education publishers represented a mix of experienced and new exporters, all were united in having high-quality products that represented New Zealand's reputation for innovation and quality education. 

  “ENZ support for TIBE and earlier scoping visits to Hong Kong and Seoul has helped profile our strengths in education publishing to Asian publishers. The New Zealand delegation has been able to understand how their product can better fit the market as well as meet new business leads”, said Adele.

  ENZ’s Regional Director – Greater China, Alexandra Grace, also delivered presentations profiling New Zealand as a high-quality education destination that fosters innovation and creativity in its students.

  “It was inspiring to deliver these presentations as part of New Zealand’s Guest of Honour programme”, said Alex.

  “Being part of a programme that included such creative and talented New Zealanders as Eleanor Catton, Witi Ihimaera, and Joy Cowley – not to mention our education publishers, who are seeking to inspire, delight, and educate children around the world with their innovative learning tools – was a real buzz. Their presence complemented perfectly the message I was seeking to make about New Zealand as a place where ideas and talent are nurtured and developed.”

  “I was also able to point to Eleanor Catton and Witi Ihimaera – both of whom teach at Manukau Institute of Technology – as being event-appropriate examples of how New Zealand delivers applied education in a way that is closely linked to industry.”

  Education New Zealand will continue to work with TIBE participants and other education publishers to assist them in finding opportunities to promote their products, skills and expertise offshore; as well as working to promote New Zealand as an education destination of choice to students from Taiwan.

  For further information on New Zealand’s participation at this year’s Taiwan International Book Exhibition, visit: www.publishers.org.nz

  To find out about other connections our education publishers made on their way to Taipei, read here. 

  Below: Inside the NZ pavilion ENZ Regional Director – Greater China, Alex Grace, presents on the strengths of NZ education publishing.

  

• International education growth – 376k investment

  Successful International Education Growth Fund (IEGF) recipients include Tai Poutini Polytechnic, who will develop of a range of study tour programmes for tourism professionals in China, and the University of Otago, who are developing ecology and sustainability papers for students studying the tropical ecosystems of East Malaysia.

  Two projects are focused on delivering masters qualifications offshore, while others relate to new products and programmes, marketing initiatives and exploring new channels to market.

  Educational publishers BIOZONE International and Kiwa Digital received co-funding to boost exports of digital learning resources. BIOZONE International are developing a digital platform for their high school biology resources and Kiwa Digital will be establishing a new distribution channel in North American market for their experiential digital books.

  The successful recipients are primarily focused on China and the US markets and includes universities, polytechnics, schools, private training providers, and the education technology sector.

  Education providers and businesses can apply for matched funding up to $50,000 from the International Education Growth Fund, which is administered by Education New Zealand.  In this latest round, 29 applications were received.

• Introducing ENZ’s new Board member, Victoria Spackman

  Victoria is Chief Executive, Director and co-owner of the screen and visitor experience company, the Gibson Group. You can read Victoria’s bio here but E-News put a few questions her way when she was in the office last week.

  How did you come to know about the world of international education?

  I worked with Education New Zealand on a Mandarin language TV series called Dragons in a Distant Land, which was all about Chinese students studying in New Zealand.  The series was launched by the Prime Minister in Beijing in April 2013 during the celebrations of the 40-year relationship between China and New Zealand, and screened on several TV channels around China. 

  What interests you about the sector?

  I am particularly interested in the fact that there are so many advantages to be had from a well-functioning international education system – advantages to the students visiting NZ, to the NZ students they learn with, to the schools and other providers, and to the wider economies in both NZ and, potentially, in the country that the student is from.  The strong personal and professional connections that are made through international education can help fuel lifelong relationships and opportunities. 

  What excites you most about your appointment to the Board?

  I’m looking forward to the opportunity to help the sector grow and help New Zealand take full advantage of its strong international educational reputation. 

  What challenges do you expect to face? 

  New Zealand is not the only country competing for international students and we are not the best resourced or the most famous.  So we have to differentiate ourselves and help what New Zealand has to offer stand out.  My personal challenges will include understanding the complex ecology of the sector as quickly as I can so I can make a full contribution. 

  What parts of your study/work/life experience do you think is most relevant to your role on the Board?

  I started my school life in the UK and, although I don’t think about it much, I expect that it has impacted on the person I am very much.  The company I own has pushed into several new export markets in recent years, including China, the US and Denmark.  The experience of persisting to reach those goals has taught me a lot about exporting and doing so in challenging markets.  I hope that that experience, as well as my broader experience, can help me be of the most assistance to the organisation and the sector. 

  As well as announcing Victoria’s appointment on 9 July, Tertiary Education, Skills and Employment Minister Steven Joyce also announced the reappointment of Board Chair Charles Finny for an eighteen-month term, and Board members Philip Broughton, Richard Leggat and John Morris for three-year terms.