2021 Edition
EDUCATION & TRAINING A Reference for U.S. SERVICES GUIDE Educational Institutions
U.S. Department of Commerce International Trade Administration U.S. Commercial Service 2021 Edition
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teknol.xyz Table of Contents
Introduction...... 5 Market Briefs...... 8
Algeria...... 9 Jordan...... 106 Argentina...... 12 Kenya...... 109 Australia...... 15 Kuwait...... 112 Austria...... 17 Malaysia...... 115 Brazil...... 21 Mexico...... 119 Bulgaria...... 26 Morocco...... 125 Cameroon...... 30 New Zealand...... 128 Canada...... 32 Nigeria...... 131 Central America...... 35 Nordic Countries...... 135 China...... 40 Panama...... 145 Colombia...... 45 Peru...... 148 Croatia...... 49 Philippines...... 152 Dominican Republic...... 54 Poland...... 156 Egypt...... 58 Portugal...... 162 Ethiopia...... 62 Russia...... 165 France...... 64 Singapore...... 167 Germany...... 68 South Korea...... 171 Ghana...... 72 Taiwan...... 175 Greece...... 75 Thailand...... 179 Hong Kong...... 79 Turkey...... 183 Hungary...... 82 Ukraine...... 187 India...... 86 United Arab Emirates...... 190 Indonesia...... 91 United Kingdom...... 196 Italy...... 96 Vietnam...... 199 Japan...... 101
2020 Market Sizes by Country...... 202 2021 Best Prospects by Country...... 204 Best Student Recruitment Methods...... 206 International Contacts...... 208 U.S. Office Locations...... 215
4 U.S. Commercial Service Introduction
According to the latest data released by the U.S. Department of Commerce’s Bureau of Economic Analysis, education service exports ranked 6th among service exports in 2020. During the 2019/2020 academic year the U.S. hosted over one million students and reported $37.35* billion in education exports, which supported over 415,990 U.S. jobs. U.S. colleges and universities play an important role in helping foreign governments partner with private industry to fulfill vital education and training needs. Pre-pandemic, the Organization for Economic Co-operation and Development (OECD) report estimates that 8 million students will be studying abroad by 2025.
Education services is an important element of our trade relationships with countries worldwide. Promoting study in the United States strengthens our economic development through innovation, workforce development, and attracting foreign direct investment. There are enormous challenges and opportunities for U.S. international education around the world. In 2019, the Commercial Service launched USA: A Study Destination to assist the U.S. international education industry to compete. Increasing trade and investment opportunities for U.S. educational institutions and entities is, therefore, a priority at the U.S. Department of Commerce’s International Trade Administration.
This 2021 Education and Training Services Resource Guide is an important tool to assist U.S. institutions with identifying new international market opportunities. The Guide provides a detailed analysis of the education sector in 57 markets, covering trends, demand and more. This new edition contains information on digital marketing outreach strategies. It also includes comparable market assessments of countries listed as best prospects for U.S. training and educational services to make it easy for institutions to see which markets represent the greatest opportunities for their specific programs. The country assessments are based on the expert observations and market research reports created by U.S. Commercial Service and Industry & Analysis education sector specialists worldwide. For additional information or education market research, please visit https://www.trade.gov/education-industry.
Gabriela Zelaya Global Education Team Leader [email protected]
*Source: Table 3.1 U.S. International Trade in Services, U.S. BEA, Release March 23, 2021 (Adjusted numbers will be released June 23, 2021).
Education & Training Services Guide | 2021 5 What Can the International Trade Administration Do for You?
The U.S. Commercial Service (CS) is the export promotion arm of the U.S. Department of Commerce’s International Trade Administration (ITA). Our global network of approximately 2,100 trade and investment professionals are based in more than 100 U.S. cities and at U.S. Embassies and Consulates in 70 markets. Whether you are looking to recruit your first international student or expand your recruitment efforts to additional countries, we offer the expertise you need to assist with your international outreach to students, potential partners, and agents.
Industry & Analysis (I&A), an agency within the U.S. Department of Commerce’s International Trade Administration, is an advocate for the development of U.S. service industries in international trade. Within ITA, the Office of Supply Chain and Professional and Business Services (OSCPBS) promotes and supports the U.S. education service sector.
Our Services
The CS Global Education Team works to help connect you to high school counselors, agents, and potential partner universities, recruit international students, and meet with companies or government entities that require specialized training. Our team can also assist with your study state consortia efforts and overseas promotion. This resource guide is just one of the ways we can provide the information you need to set priorities and plan for international outreach. For more information on how ITA can help your education institution or Intensive English Program increase its international student enrollment, please visit trade.gov/education-industry and contact your local ITA office. A list of offices appears at the back of this guide. You can also connect with our local U.S. based offices at trade.gov/contact.
• Gold Key Matchmaking Service. Meet the best high schools, universities, agents, and other partners. • Single School Promotion. Set up an event featuring your educational institution and meet key players in the international education field. • International Partner Search. Find qualified partner schools, agents, and other educational organizations. • Trade Fairs and Catalog Shows. Identify the right international education fairs for your institution. • International Market Research. Receive market research reports on target markets around the world. • Trade Missions. Attend a trade mission for high level visibility among key market contacts. • Virtual Education Fairs and Virtual Connection Programs. Connect with agents using online platforms and virtual reality technology—without leaving your office. • Website Globalization Reviews. Improve your online international reach and receive Search Engine Optimization (SEO) recommendations.
6 U.S. Commercial Service “USA: A Study Destination” is a U.S. Department of Commerce, International Trade Administration industry engagement effort that convenes study state consortia from across the United States for the purpose of promoting the United States as a premier destination for international students to study. “USA: A Study Destination” provides a platform for study state consortia to address challenges faced by increased global competition in the international education sector and to foster economic growth. This engagement is designed to convene public and private partners to develop promotion, recruitment, and market-entry strategies that will allow the United States to compete against other countries that are actively engaged in attracting international students as part of their overall national economic development strategies.
“USA: A Study Destination” provides opportunities for study state consortia to participate in programming sponsored by the International Trade Administration, U.S. Commercial Service, aimed to increase educational service exports. To view the list of study state consortia, please visit trade.gov/education-state-consortia.
Education & Training Services Guide | 2021 7 MARKET BRIEFS
8 U.S. Commercial Service ALGERIA
Capital: Algiers Population: 42,972,878 (July 2020 est.) GDP: 495.564 Billion USD (2019 est., Purchasing Power Parity) Currency: Algerian Dinar (DZD) Language: Arabic (official), French (lingua franca), Berber or Tamazight (official); dialects include Kabyle Berber (Taqbaylit), Shawiya Berber (Tacawit), Mzab Berber, Tuareg Berber (Tamahaq)
UNESCO Student Mobility Number: Algeria has 29,718 students studying abroad according to UNESCO.
CIA World Factbook: 43.51% of the Algerian population is under 24 years of age.
OVERVIEW
Algeria has a large untapped international student market. The combination of a relatively uncompetitive education system and a saturated domestic job market creates opportunities for international universities, as well as language study programs. According to the UNESCO Institute for Statistics, Algeria sent 25,700 students abroad in 2018. This number pales in comparison to its popular neighbor, Morocco, which sent 51,100 students abroad during the same year. Currently, Algeria's international student numbers more closely resemble Tunisia, its neighbor to the east, which has just a quarter of Algeria's respective population but sends a roughly comparable 22,400 students abroad.
Despite having fewer international students than Morocco, Algeria is currently undergoing a political transformation that may lead to a dramatic expansion of international student numbers in the coming years. With higher per capital income levels than its western neighbor, Algeria has the potential to match or even exceed Morocco to become the second-largest contributor of international students from North Africa. According to the World Bank, Algerians earn significantly higher wages than their Moroccan counterparts do with net national income per capita in 2010 constant dollars at $3,611 in 2017, compared to $2,952 in 2018 for Morocco - a difference of 22 percent. With an untapped student market that boasts the second largest student population in North Africa after Egypt, Algeria's market potential is large.
Today, the vast majority of Algeria's international students (79.6 percent) choose to go to France. Other destinations include Malaysia, Canada, and Saudi Arabia, which each account for less than two percent of all Algerian study abroad students. The United States takes eleventh place among study abroad destinations with 184 Algerian students, according to UNESCO. Low enrollment numbers in the U.S. are likely due to the cost of education in the U.S., considering that the average monthly salary in Algeria was $338 in 2015 and that only about thirty-thousand students received government backed scholarships. It is interesting to note, however, that approximately a third of all government scholarship recipients chose to study outside of Algeria (Algerian Ministry of Higher Education).
Education & Training Services Guide | 2021 9 Despite low enrollment in the United States, the number of Algerian students studying in the U.S. has increased steadily over the last three academic years. During the 2012/2013 academic year, 176 students from Algeria were enrolled in American schools and universities. The 2013/2014 and 2014/2015 academic years saw negligible changes in enrollment, with 173 and then 175 students, respectively. Student enrollment in the 2015/2016 academic year dropped by nearly ten percent to 158 students. Since the 2015/2016 academic year, enrollment has increased. Enrollment jumped by more than twenty percent to 192 students in the 2016/2017 academic year and by 10 percent to 238 students in the 2017/2018 academic year.
SUB-SECTORS
Academic Level
The majority of Algerian students studying in the U.S. are enrolled in bachelor's and master's degree programs. During the 2016/2017 academic year, 50 percent of students were enrolled in bachelor's programs, and 30 percent were enrolled in master's programs, representing 80 percent of students. During the 2017/2018 academic year, 45 percent of students were enrolled in bachelor's programs, and over one-third (36 percent) were enrolled in master's programs, representing 82 percent of all students. In the 2018/2019 academic year, 49 percent of students were enrolled in bachelor's programs, and over one-third (35 percent) were enrolled in master's programs, representing 84 percent of all students.
Prospective Algerian students are most interested in master's degrees (32 percent), bachelor's degrees (23 percent), doctorate degrees (16 percent), exchange programs (11 percent), and intensive English programs (10 percent). Former study abroad students mostly studied in master's degrees (36 percent), Intensive English Programs (15 percent), doctorate degrees (14 percent), undergraduate exchange programs (13 percent), and undergraduate degrees (12 percent).
Exchange programs across education levels (high school, undergraduate, graduate, post- graduate) were remarkably less popular than direct enrollment programs. Exchange programs were sought after by 11 percent of surveyed prospective students and are only semi-popular (32 percent) with teenage students from 15-18 years old, seeking to enroll in high school exchanges. With former study abroad students, slightly more enrolled in exchange programs (13.3 percent).
Intensive English Programs were about as popular with prospective Algerian students as exchange programs.
OPPORTUNITIES
For prospective students, university discipline and country of study are the two main primary selection criteria for the place of study. When comparing schools, the most important factor for Algerian students is program quality, trailed by diversity and cost. University ratings, location, and connections with institution staff are much less important.
10 U.S. Commercial Service RESOURCES
• U.S. Commercial Service – Algeria: https://www.trade.gov/algeria • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services
U.S. COMMERCIAL SERVICE CONTACT
Jugurtha Rabia, Commercial Specialist U.S. Commercial Service – Algiers, Algeria Email: [email protected]
Education & Training Services Guide | 2021 11 ARGENTINA
Capital: Buenos Aires Population: 45,479,118 (2020 est.) one third reside in Buenos Aires and surrounding areas GDP: 991.523 Billion USD (2019 est., Purchasing Power Parity) Currency: Argentine Peso (ARS) Language: Spanish (Official)
UNESCO Student Mobility Number: Argentina has 9,021 students studying abroad according to UNESCO.
CIA World Factbook: 15% of the population in Argentina is under 24 years old.
OVERVIEW
The United States is a leading destination for students from Argentina, according to UNESCO data. During the 2019/20 academic year, the number of students from Argentina totaled 2,428, a .9 percent increase over the previous year. During the 2019/20 academic year, the United States exported $90 million in education services to Argentina and imported from Argentina $70 million. During 2020, Argentina’s education system was closed for the whole academic year (March-December) due to the quarantine shutdown. Since 2018 Argentina has been undergoing an economic downfall and the funds for education have decreased considerably.
SUB-SECTORS
Undergraduate Education
Although Argentine public universities are free of charge, more than 1,055 students were enrolled in undergraduate programs in the United States during the 2019/20 academic year. This is a 1.3 percent increase from the previous academic year.
Graduate Education
Graduate studies are popular among Argentine students as a way to become more specialized in their field of study. During the 2019/20 academic year, the number of students decreased due to local economic downfall. During the 2019/2020 academic year, there were approximately 900 Argentine students enrolled in graduate programs in the United States, a -0.6 percent decrease from the previous academic year.
Non-Degree
Only 153 students from Argentina were enrolled in non-degree programs in the United States during the 2019/2020 academic year, a 5.5 percent increase from the previous academic year.
12 U.S. Commercial Service OPT - (Optional Practical Training)
During 2019/2020, more than 300 Argentine students were enrolled in OPT programs in the United States with, a 1.2 percent increase from the previous year.
OPPORTUNITIES
• According to the English Proficiency Index released by Education First, Argentina has by far the highest level of English proficiency in Latin America, but there are still opportunities for intensive English program providers, including targeted English programs on selected topics such as finance, law, and accounting. • Exchange programs and partnerships with higher education institutions in Argentina is a common method for market entry. • Argentine universities are interested in forming partnerships with U.S. higher education institutions to teach Spanish and Latin American studies courses to U.S. students coming to study in Argentina. • Popular fields of study for Argentinian students are engineering, law, and business. • Since undergraduate education in Argentina’s public universities is tuition-free, long- term study abroad programs often do not make sense for Argentine students, from an economic perspective. However, U.S. colleges and universities may want to consider highlighting short-term programs with students attending public universities in Argentina.
There are also some challenges facing U.S. education institutions recruiting in Argentina: • Rising tuition costs at U.S. universities discourages students from choosing U.S. higher education institutions. • High inflation and poor currency exchange rates for Argentine currency make it expensive for Argentine students to study abroad. • The new elected Government that took office in December 2019 has placed a 30 percent tax on all foreign purchases including tourism, education, and online applications. • Increased competition from competitors, especially in the European countries.
DIGITAL MARKETING STRATEGIES
The most popular social media sites used by students are WhatsApp, Facebook, Instagram, LinkedIn, Twitter, TikTok and YouTube. The most popular platforms used by Argentine students are Zoom, Google Meet, and Microsoft Teams. Students stream videos through YouTube, Instagram, and TikTok. LinkedIn is one of the sites most used to search for job opportunities, together with university platforms and university bulletin boards.
Information on educational opportunities can be transmitted to students and parents through advertisements on social media, in emails, and on websites. Some private schools and universities have counselors, but many parents and students listen to recommendations from family and friends.
EVENTS
Education & Training Services Guide | 2021 13 • FIESA (Feria Internacional de Educacion Superior Argentina/The International Higher Education Fair of Argentina). Site: Mar del Plata, Province of Buenos Aires. Date: March 16, 2021 suspended for November 2021. (https://www.fiesa2020.com.ar/en/home/) • EducationUSA. Site: Buenos Aires. Date: September 2021. Organizers: Fulbright (https:// fulbright.edu.ar), ICANA (https://icana.org.ar)
RESOURCES
• U.S. Commercial Service – Argentina: www.trade.gov/argentina • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • The Fulbright Program: https://fulbright.edu.ar • ICANA: https://icana.org.ar • Ministry of Education: https://www.argentina.gob.ar/educacion • Argentine Government Program: https://www.educ.ar/
U.S. COMMERCIAL SERVICE CONTACT:
Elizabet Simon, Commercial Specialist U.S. Commercial Service - Buenos Aires, Argentina Email: [email protected] Phone: 54 11 5777 4619
14 U.S. Commercial Service AUSTRALIA
Capital: Canberra Population: 25,466,459 (July 2020 est.) GDP: 1.143 Trillion USD (2019 est., Purchasing Power Parity) Currency: Australian Dollar (AUD) Language: English 72.7%, Mandarin 2.5%, Arabic 1.4%, Cantonese 1.2%, Vietnamese 1.2%, Italian 1.2%, Greek 1%, other 14.8%, unspecified 6.5%
UNESCO Student Mobility Number: Australia has 13,319 students studying abroad according to UNESCO.
CIA World Factbook: 31.61% of the Australian population is under 24 years old.
OVERVIEW
Australia has 43 universities with more than 1.4 million enrolled students (23.4 percent are international). Education services is one of Australia’s top five exports, valued at US $26 billion (2019).
Australian students have traditionally pursued studies abroad. A unique mix of professional, academic, athletic, and social opportunities available within American schools has made the United States one of the most attractive destinations for these students.
There is a broad academic and geographic distribution of Australians at U.S. universities. Undergraduate Australian students tend to focus on liberal arts and sciences, business, international relations, film, or art. Graduate students generally pursue law, business management, or advanced science.
Virtual exchange programs have replaced in-person programs during COVID-19 due to travel restrictions and the closure of international borders.
SUB-SECTORS
The Australian education technology market is dynamic and evolving. This market is expected to grow to US$ 1.2 bn in 2022 (Frost & Sullivan industry analysis).
Since 2017, the most common solutions of EdTech organizations in Australia target the primary, secondary, and higher education sectors. According to Deloitte, this is closely aligned with government spending in these areas.
There are significant opportunities in Australia for U.S. EdTech firms. In its 2020-2021 budget, the Australian government announced significant funding for initiatives to improve the teaching and learning of science, technology, engineering and mathematics (STEM) in early learning and schools. Additionally, the government has provided grants to boost girls’ and women’s participation in STEM and entrepreneurship.
Education & Training Services Guide | 2021 15 OPPORTUNITIES
Upon the reopening of international borders, opportunities for athletic scholarships and sports programs at all levels of competition are still expected to be popular among Australian students. In 2019 Australia was considered the third largest sender of National Collegiate Athletic Association (NCAA)-eligible athletes to the United States. Some of the popular sports are basketball, tennis, soccer, track and field, and swimming.
According to IbisWorld’s industry report (April 2020), Australian universities are projected to expand their online education capabilities over the next five years. Massive Open Online Courses (MOOCs) have increasingly grown in popularity among mature-age students in recent years. Additionally, industry establishment and employment numbers are projected to rise over the same period, resulting in increased demand for professional development. Growth in the national unemployment rate is expected to encourage Australians to upskill/reskill to make themselves more attractive to employers. Improvements in technology infrastructure are anticipated to facilitate the industry’s growth.
Some of the most appealing EdTech products and services to the Australian market include STEM in education (i.e. robots and coding), innovative classroom resources, Augmented Reality (AR)/ Virtual Reality (VR), and gamification.
EVENTS
• The EducationUSA offices in Australia support several education fairs held in Australia throughout the year: • EducationUSA Australia - Events | Facebook
RESOURCES
• U.S. Commercial Service – Australia: https://www.trade.gov/australia • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Australasian Council on Open, Distance and eLearning (ACODE): https://www.acode.edu. au/ • Department of Education, Skills and Employment: https://www.education.gov.au/ • EducationUSA Australia: https://au.usembassy.gov/education-culture/educationusa- australia/ • Tertiary Education Quality and Standards Agency: https://www.teqsa.gov.au/
U.S. COMMERCIAL SERVICE CONTACT
Rana Nusheiwat, Commercial Specialist U.S. Commercial Service - Sydney, Australia Email: [email protected] Phone: +61 2 9373 9202
16 U.S. Commercial Service AUSTRIA
Capital: Vienna Population: 9,006,398 (est. 2020) GDP: 498.78 Billion USD (2019 est., Purchasing Power Parity) Currency: Euro Language: German
UNESCO Student Mobility Number: Austria has 21,514 students studying abroad according to UNESCO.
CIA World Factbook: 24.39% of the population in Austria is under 24 years old.
OVERVIEW
Highly qualified Austrian students and professionals actively participate in study abroad programs ranging from short courses to full semester programs. Austrian professionals attend training programs in the United States at the individual and corporate levels. In total, 1,105 Austrians officially enrolled in the United States in 2019/2020, a slight increase from the previous year according to the 2020 Institute of International Education Open Doors Report. The United States remains one of the top study abroad destinations for Austrian students, being ranked 4th behind Germany, the U.K., and Switzerland per UNESCO reporting.
English is the first foreign language that Austrians learn as early as primary school. Progressing through higher education, Austrian students generally have strong English skills, which contribute to their strong interest in a broad range of study in the United States, including areas of STEM, liberal arts programs, and professional degrees. Leading U.S. study destinations for Austrian students are New York, California, Massachusetts, Illinois and Florida. Various scholarships initiated by the Austrian government and the EU encourage study abroad and are normally channeled through university-to-university exchange programs. International study experiences compliment Austria’s strong education system allowing students and professionals to further advance their English skills and gain expertise not offered in Austria.
2017/2018 2018/2019 2019/2020
Austrian Students Studying in the U.S. 1,148 1,098 1,105 (including online learners)
Source: 2020 IIE Open Doors Report on International Educational Exchange
Education System
In Austria, school attendance is mandatory for nine years including 1 year of preschool. At age 16, students are divided into either a vocational or an academic track program based on their
Education & Training Services Guide | 2021 17 performance and their parents’ preference. The Vocational Education Training (VET) focuses on practical life skills and preparation for an apprenticeship in fields including: metal, electrical, wood, construction, trade/office, services, and tourism. The academic track is comparable to a college preparatory school in the United States, where students prepare to attend university.
Around 610,000 students study vocational and college-prep curriculum at 2,000 high schools nationwide. The 75 universities in Austria are predominantly public with free tuition and nominal student fees, while the 16 private universities charge tuition. In 2019, 353,200 students were enrolled at universities nationwide, including 25 percent international students. In addition to comprehensive universities, specialized universities concentrate in the arts (8), medicine (3), applied sciences (21), and teacher education (14).
In the 2020 IMD (Institute for Management Development) World Talent Ranking, Austria’s education system earned the 6th place among 63 countries worldwide. The goal of lifelong learning is highly integrated in the Austrian education system and society. This study also ranks Austria 1st in the quality of life indicator, 2nd in prioritizing employee training, and 3rd in apprenticeships. This is partly due to the Austrian government’s strong investment in its education system and professional development, which is one of the highest among OECD countries. The vocational program remains an important pillar of the Austrian education system with an average of 68 percent of all upper secondary students enrolling in VET programs, well above the 42 percent OECD average
Austrian education levels are increasing among the younger generations; 42 percent of those under 35 years hold a university degree compared to 25 percent of those over 55. In the broader age range of 25-64 year olds, 52 percent have completed university, 34 percent upper secondary school and 14 percent lower secondary school.
While some Austrian universities, especially in Vienna, already partner with U.S. counterparts, solid potential grows for more exchange programs and tailored training that target both Austrian high school and university students.
COVID-19 Impact
Throughout the 2020 COVID-19 crisis, the Austrian government instituted extensive restrictions including school closures, especially for older students, both in the spring and again in the late fall. During these closures, distance learning was quickly adopted with the government providing computers to students as needed. The Austrian government prioritized school opening in the fall with extensive health measures, in person instruction for younger students and hybrid in-person and remote education for older high school and university students. The Austrian government's recognition of the importance of education technology and distance learning options opens opportunities for U.S. solutions providers, and is reflected in the Ministry of Education's strategic planning and budget through 2022.
SUB-SECTORS AND OPPORTUNITIES
Education Technology (EdTech)
The Ministry of Education budgeted $236 million for digital learning solutions in primary and secondary schools through 2022 and another $50 million for digital and social transformation in
18 U.S. Commercial Service universities. These projects open excellent opportunities for U.S. technology companies offering digital learning tools and cloud solutions.
Distance Learning
Due to travel restrictions resulting from the COVID-19 pandemic, demand has increased for online and distance learning. In addition to students seeking to earn college credits, many Austrian companies are opting for online professional development training opportunities for their employees. While many take advantage of the free online education platforms, fee-based platforms for specialized or customized courses and formal certifications are also becoming more popular.
Scholarships and Grants
The Austrian Agency for International Cooperation in Education and Research (OeAD) manages a series of scholarship programs for international study. This includes the popular Erasmus+ Program, funding students to study, teach, complete an internship, or collaborate internationally with partner higher education institutions. To apply for these scholarships and grants, students apply through their home university in Austria for study abroad at their school’s international partner university. The norm in Austria for school and university exchanges are two-way programs; therefore, U.S. counterparts seeking to attract Austrian students should be prepared to also send their students to Austria. Fulbright Austria also has a very active program, providing grants to qualified Austrian students to teach, engage in research, or study in the U.S., while offering American students parallel opportunities in Austria.
Exchange Programs/Intensive English Language Programs
Customized exchange programs that vary from short-term (7-10 days) during academic breaks to one-year long, are attractive to Austrian university and high school students. Interest is especially strong in unique programs that include STEM and intensive English language courses, hands-on scientific field and lab experiences, and professor-student and private company engagement. While many Vienna-based universities already have long-standing partnerships with U.S. universities, those universities outside of Vienna and high schools nationwide demonstrate strong interest in establishing U.S. academic partnerships.
DIGITAL MARKETING STRATEGIES
The most used social media sites by students are WhatsApp, Facebook, Instagram, LinkedIn, Twitter, TikTok, and YouTube. For streaming videos, YouTube, Instagram, and Tiktok are the most popular platforms. Google is the search engine extensively used by Austrian students for any given topic. Communication platforms such as Zoom, Google Meet, and Microsoft Teams are being utilized by faculty members and students, which have proven to be efficient. For job opportunities, LinkedIn, Karriere.at, Uni.at, Studentenjob.at, At.indeed, individual university websites, and digital bulletin boards are mostly used.
Various information on educational opportunities can be viewed on the websites of the Federal Ministry of Education, Science and Research, of the OEAD – Austrian Agency
Education & Training Services Guide | 2021 19 for International Mobility and Cooperation in Education, Science and Research. Other platforms such as StudyinAustria.at and Studienwahl.at also provide helpful information on educational opportunities.
The U.S. Commercial Service Austria can structure customized introductions and promotional programs for interested U.S. universities and other education institutions to meet targeted Austrian universities, schools, and private entities. The U.S. government’s EducationUSA advising center is also active in Austria providing student advising and promoting Study in USA. Unlike in some other countries, Austrian students do not work through private educational representatives to find international study opportunities; rather, they apply directly to U.S. educational institutions. U.S. Student Visa: For details on the U.S. study visa application process, please visit: https://at.usembassy.gov/embassy-vienna-resumes-limited-visa-services/
EVENTS
BeSt³ Digital Fair Vienna, Austria March 4 – 7, 2021 https://bestinfo.at/en/
RESOURCES
• U.S. Commercial Service – Austria: https://www.trade.gov/austria • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • EducationUSA: https://educationusa.state.gov/ • Fulbright Austria: http://www.fulbright.at/ • OECD: http://www.oecd.org/ • IIE: https://www.iie.org • IMD: http://www.imd.org/ • U.S. Embassy Consulate: https://at.usembassy.gov/embassy-vienna-resumes-limited- visa-services/ • UIS UNESCO: http://uis.unesco.org/ • Federal Ministry of Science, Research and Economy: https://www.bmbwf.gv.at/en.html • “Österreichischer Austauschdienst OeAD” – Austrian agency for international mobility and cooperation in education, science and research: https://oead.at/en • Austrian Grants: https://grants.at/ • Statistik Austria: https://statistik.at/ • Educational platforms: https://studyinaustria.at/en/, https://www.studienwahl.at/
U.S. COMMERCIAL SERVICE CONTACT
Robee Sallegue, Commercial Specialist U.S. Commercial Service – Vienna, Austria Email: [email protected] Phone: +43 1 31339 2203
20 U.S. Commercial Service BRAZIL
Capital: Brasilia Population: 211,715,973 (July 2020 est.) GDP: 3.1 Trillion USD (2020 est., Purchasing Power Parity) Currency: Reals (BRL) Language: Portuguese
UNESCO Student Mobility Number: Brazil has 67,183 students studying abroad according to UNESCO.
CIA World Factbook: 37.17% of the Brazilian population is under 24 years old.
OVERVIEW
Despite the current economic and political challenges that Brazil is still going through, it is the largest higher education market in Latin America. Education expenditures for 2020 were around US $15 billion. The Brazilian Ministry of Education’s budget for 2020 was projected to be US $30 billion.
Brazil has 48.4 million students in its basic education system, with 8.7 million in preschool, 27.2 million in elementary school, and 7.7 million in high school. The higher education sector includes 8.4 million enrolled students and there are 4.7 million students in other modalities, such as adult education. Approximately 75.4 percent of higher education students go to private institutions.
The education sector is a high priority for the government of Brazil. The internationalization of higher education is a subject that is gaining increasing relevance, both for public and private Brazilian higher education institutions. Brazilian federal research agencies have a long history of supporting international research partnerships and these bilateral agreements have existed for decades with various countries in Europe, North America, and Latin America. Available English language courses at Brazilian universities are still limited but growing.
In contrast to the segment for primary education, private institutions dominate higher education in Brazil. Public institutions in Brazil are small and are not capable of meeting the overall demand for higher education courses. Public higher education institutions are directed to serve as centers of excellence and research, with extremely competitive admissions standards and a limited capacity for expansion. Private higher education institutions are focused on meeting the professional requirements of the labor market and have developed flexible programs to meet the needs of the working population.
Industry specialists such as Hoper Education expect that despite the challenging economic/ political situation, the education sector in Brazil will continue to grow, particularly the distance- learning segment. The lower monthly tuition fees for distance-learning are expected to increase the participation in higher education in Brazil. Distance-learning solutions are particularly attractive to the substantial number of private, for-profit universities in Brazil. According to
Education & Training Services Guide | 2021 21 research done by the Brazilian Association of Distance Learning (ABED) in 2018, out of the 259 institutions that offer distance-learning classes and responded to their research, 55 percent are private, while 45 percent are public. Together they have 9.3 million students.
SUB-SECTORS
Higher Education
Brazil ranks ninth as a country of origin for foreign students studying in U.S. universities. In the 2019/2020 academic year, 16,671 students from Brazil were studying in the United States. The breakdown was as follows: 50.2 percent undergraduate; 28.9 percent graduate students; 8.3 percent other (language, short-term non-degree programs, etc.); and 3.2 percent OPT (Optional Practical Training).
Non-automatic recognition of foreign university credits toward earning a degree in Brazil is a barrier to U.S. education exports. The Ministry of Education is in the early stages of creating a system to recognize foreign university degrees. Once the system is established, foreign universities will have to register to be included on the certified list. This is intended to be a fast- track system for students to have their foreign diplomas recognized. For continuing education purposes, the private universities have authority to work on case-by-case diploma acceptance.
Despite the bureaucratic challenges of having U.S. degrees recognized in Brazil, the number of Brazilian students choosing U.S. education is significant. Brazilian students in U.S. colleges and universities contributed $759 million to the U.S. economy during the 2019/2020 academic year.
Approximately 80 percent of Brazilian students who study abroad come from Brazil’s southern and central eastern states (São Paulo, Rio de Janeiro, Brasilia, Minas Gerais, Pernambuco, Rio Grande do Sul, and Paraná). Among these states (each of which presents excellent opportunities for overseas recruitment), São Paulo, Rio de Janeiro, and Brasilia represent the three best locations to recruit Brazilian students to study in the United States. São Paulo has the largest applicant pool (36 percent) and attracts the most talented students to its own university campuses. The capital city of Brasília (11.6 percent), located in Distrito Federal (Federal District) has the country’s highest GDP per capita at approximately USD $16,500, over twice that of São Paulo, the region with the second-highest GDP per capita. The state of Rio de Janeiro (13.3 percent), the country’s hub for the oil and gas industry, attracts many engineering and science majors.
Community College
Community colleges are very popular amongst Brazilian students due to more affordable tuition rates and the possibility to transfer to a U.S. university.
Graduate Education
Graduate education, especially in the areas of executive/business education has shown a slight increase in demand.
22 U.S. Commercial Service Secondary Education
Despite the higher cost, the demand for boarding schools in Brazil continues to increase among parents. However, day schools with a family stay is also in demand among students with a lower budget. Parents will send their children for a semester or up to a year. Summer camps are also very attractive as an alternative to a long-term program.
English as a Second Language Programs
Brazil recognizes the need to improve English language skills across the country. Most of the population (including those employed in the tourism sector) lack basic English language skills, which is the main challenge for many Brazilian students applying for study abroad programs. Institutions that can address this issue by providing conditional acceptance tied to English language training or other such “pathway programs” may have a competitive advantage in attracting Brazilian students.
Short-Term Programs
Although private English language schools are abundant, student exchange programs are a huge market in Brazil, especially short-term and part-time programs. Examples of exchange programs currently popular in Brazil include part-time study programs combined with tourism and outdoor sports, teen vacation (specifically for teenagers with a mix of classes and leisure activities), and English language programs designed for 50+ year-old students.
U.S. schools interested in recruiting in Brazil should provide creative financing options, including options to pay in installments, since cost (along with proficiency in English language skills) will continue to be a challenge for Brazilian students studying abroad. Installment payments are widely popular throughout Brazil, from purchases of personal care products to larger purchases, such as computers.
Online Programs
During 2020, the demand for online programs has shown a significant increase. However, for a student’s first international experience, online programs are not as attractive because the student wants to experience the local culture and living abroad. For more experienced students, perhaps those doing international study for a second time, it may be more attractive. The hybrid option seems to have the potential to be explored in coming years.
OPPORTUNITIES
For the next decade, the fastest growing segment of the education market in Brazil will be short- term vocational and English language courses. The government of Brazil is investing in technical schools to provide courses for high school students and adults.
DIGITAL MARKETING STRATEGIES
In Brazil, digital marketing is effective. With a predominantly young population, social media is very popular. The most popular platforms for online learning are Plurall, Samba Tech/Samba Play, Udemy, Hotmart, Coursera, UOL Educação, Cia Tech, Portal Educação, and Prime Cursos.
Education & Training Services Guide | 2021 23 As far as social media, the most popular platforms for students are Instagram, YouTube, and TikTok. For research purposes, students use the Internet in general and Google, in particular. LinkedIn is the most famous job search app. For videos, Netflix, Amazon, and YouTube are the most used by students. Schools’ outreach to students is done via Google ads, Instagram ads, Facebook ads, email, and LinkedIn ads. U.S. institutions should find an education recruitment agent who can use their social media pages to showcase their partner schools and/or contract an education marketing agency to prepare a recruitment strategy for them.
EVENTS
Education fairs and the use of recruitment agents are the most efficient means to recruit individual Brazilian students, including the biannual EducationUSA roadshows, supported by the U.S. Department of State's Bureau of Educational and Cultural Affairs (ECA). The Roadshow takes place during the first semester of the year and the EducationUSA Fair during the second semester. Universities interested in participating and exhibiting at the Fairs should contact the EducationUSA office in Brazil. Please check each event regularly, as they may switch to a virtual format.
Salão do Estudante – March 6 – 14, 2021. Held across 4 major cities twice a year, Salão do Estudante has been Brazil’s best-known international student recruitment fair since 1994, attracting 90,000+ students, professionals, and parents annually. (São Paulo, Rio de Janeiro, Brasília, and Curitiba).
Study Travel - ALPHE Conferences –March 17-18, 2021 – Online – The Conference creates an environment for networking between international educators and student recruitment agents.
FAUBAI Conference –April 24-27, 2021 – Belo Horizonte – The Brazilian Association for International Education (FAUBAI) meets annually to promote the improvement of exchange programs and international cooperation as a means to improve teaching, research, extension, and administration of affiliated institutions, seeking to stimulate the continuous improvement of the management of international exchange and cooperation.
Bett Brasil Educar – May 11–14, 2021 – São Paulo – This show is the best annual opportunity to exhibit classroom technology and furniture in Brazil. The main objective of Bett Brasil Educar is to create an environment for networking, business, and presenting solutions to improve the quality of Brazilian education.
ICEF - September 30 - October 02, 2021 – São Paulo – This workshop provides an opportunity for international educators from all sectors to solidify existing partnerships as well as establish new ones with quality, screened student recruitment agents. This is the largest event of its kind in Brazil.
RESOURCES
U.S. Government: U.S. Commercial Service Brazil: trade.gov/brazil U.S. Commercial Service Global Education Team: trade.gov/education-industry EducationUSA Brazil: educationusa.org.br/
24 U.S. Commercial Service Government of Brazil: Brazilian Ministry of Education: www.mec.gov.br/ Language without Borders: http://isf.mec.gov.br/ FNDE: www.fnde.gov.br/ Proinfo: http://portal.mec.gov.br/index.php?Itemid=462
Other: Institute of International Education - Open Doors: www.iie.org Belta – Brazilian Educational and Language Travel Association: www.belta.org.br/ WENR– World Education News + Reviews: https://wenr.wes.org/ UNESCO International Student Flows: http://uis.unesco.org/en/uis-student-flow
U.S. COMMERCIAL SERVICE CONTACT
Laura Reffatti, Commercial Specialist U.S. Commercial Service – Brasilia, Brazil Email: [email protected] Phone: +55 61 3312-7481
Education & Training Services Guide | 2021 25 BULGARIA
Capital: Sofia Population: 6,966,899 (July 2020 est.) GDP: 161.654 Billion USD (2019 est., Purchasing Power Parity) Currency: Leva (BGN) Language: Bulgarian
UNESCO Student Mobility Number: Bulgaria has 25,093 students studying abroad according to UNESCO.
CIA World Factbook: 23.92% of the population in Bulgaria is under 24 years old.
OVERVIEW
On one hand, being part of the EU has greatly improved mobility opportunities for Bulgarian students and nowadays a significant number of young people choose to continue their higher education abroad. Some EU countries provide free university education and many incentives for EU member countries. On the other hand, Bulgarian students are not that informed of the U.S. as an educational destination in comparison to the European universities, which are spending a substantial amount on information campaigns and expos promoting their universities.
According to the latest data from Eurostat, Bulgarian government expenditure on education is 4.1 percent of GDP. Education costs in Bulgaria are one of the lowest in the EU, as only EUR 250 (approx. USD 286) are spent on average per inhabitant.
As a member of the European Union since 2007, Bulgaria can benefit from various programs. Operational Program Science and Education for Smart Growth, 2014-2020, helps develop and strengthen innovations in higher and general education, as well as vocational training. The fund amount exceeds USD 770 million and it is expected to advance the students’ opportunities for knowledge, skills, and competencies by supporting laboratories and pilot centers, different activities, and scholarships.
SUB-SECTORS
Higher Education
The 2020 Open Doors Report shows that the percentage of Bulgarian students in the U.S. has decreased by -8.9 percent compared to the previous academic year, and the total number of Bulgarian students in the U.S. is 690. In comparison, for the 2018/2019 academic year there were 757 students in the U.S., in 2017/2018 – 826 Bulgarian students in the U.S., and in 2016/2017 – 929.
The only U.S. university in the country, the American University in Bulgaria (AUBG), is located in two cities – Blagoevgrad and the capital – Sofia. It offers excellent service to international students and strong academic programs. Since its opening in 1991, AUBG has consistently ranked number one among universities in Bulgaria for its Business Administration, Management
26 U.S. Commercial Service and PR/Mass Communication programs. AUBG has approximately 1000 students. In 2017 AUBG started, at their campus in Sofia, the first Executive Master's program in Banking, Finance and Real Estate as a joint venture program with the SDA School of Business of Bocconi University in Italy.
AUBG has an active international student exchange program and currently has an agreement with the University of Maine, Orono for a semester or for a full academic year for outgoing students. For incoming students – they have to be enrolled at the University of Maine, Orono or the State University of New York, Fredonia. The academic credits are recognized in Europe and in the USA.
Colleges
There are total of 54 higher education institutions in Bulgaria. 22 out of the 54 are colleges for professional education in sectors such as tourism, business and management, and marketing. College education in Bulgaria is approximately 3 years, as some institutions provide diplomas equivalent to universities.
Secondary Education
Another established American educational institution in Bulgaria is The American College of Sofia (ACS) – a secondary school based in the capital Sofia. The college was founded in 1860 and is one of the oldest American educational institutions outside the United States. Every year the ACS students score the highest results for the final state exam.
Since 2018, a new trend in secondary education is distance learning platforms. American High School in Varna partners with a Florida-based school to provide an online program that gives the opportunity to get an American diploma by taking only courses that are required by the State of Florida's Education Department. When enrolled in the American High School program, the students are able to sign up for a variety of middle and high school subjects, which vary from English literature to business, programming, psychology, and anthropology.
Most Bulgarian students willing to study abroad are proficient in English and are usually very well-prepared academically, which facilitates their learning experience abroad. About 98 percent of the high school students study a foreign language (usually English) and 73 percent study a second language (mainly German, French, Spanish, Russian).
In Bulgaria, there are many public schools that are fully licensed for teaching in English. There are 42 foreign language schools in the country (mostly English language schools plus other foreign languages). Great examples are First English Language School and Secondary English Language School, “Thomas Jefferson” based in the capital – Sofia, and the English Language School in the town of Plovdiv. The entire first year in those high schools is fully focused on intense learning of the English language. Grades 9 through 12 study almost every subject in English and have the opportunity to learn a second language (German, Spanish, Russian). The majority of the graduating students prefer to continue their studies abroad.
Online Programs
Online programs were not so popular in Bulgaria until 2020. Leading universities such as Sofia University, Varna University, and New Bulgarian University already provided different online education programs. Traditionally, the online programs were an alternative for many students with full-time jobs. The prices for these programs vary from USD 700 to USD 5,000 per year.
Education & Training Services Guide | 2021 27 Due to the recent COVID-19 pandemic, schools and universities in Bulgaria were forced to have their classes online. Preferred online platforms are: Microsoft Teams, Zoom, Shkolo, Moodle, Ucha.se, and Google Classroom. Out of these Shkolo and Ucha.se are Bulgarian online platforms. Shkolo is used by 70 percent of the schools in the country, and it was just developed in March 2020. Ucha.se – has more than 16,000 video lessons, DOX.bg . Microsoft Teams, Google Classroom, Zoom, and Moodle are mostly used by Bulgarian universities.
Two of the biggest publishing houses in the country announced they would guarantee free access to the electronic version of all textbooks they published for grades 1-12. Electronic diaries, e-mails, and social media are also used in order to provide students with instructions on how to better prepare for their self-learning activities and homework exercises.
A1, which is one of the leading providers of digital services and telecommunications solutions in Bulgaria, teamed up with Prosveta Publishing House to give Bulgarian students, parents, and teachers fast, convenient, and secure access to modern digital education. They offer over 425 interactive textbooks in all subjects from 1st to 12th grade, textbooks, manuals, and dozens of notebooks for them. They include over 33,000 additional resources to help the student, teacher, and parent – videos, audio files, presentations, photo galleries, 360-degree panoramic photos, animations, puzzles, crosswords and 3D visualizations, interactive tests, and tasks and exercises – along with hundreds of video tutorials on the curriculum and tests for testing knowledge, as well as entire sections – for preparation for tests and class work.
During the pandemic, the U.S. Ivy League universities offered 500 classes online that students could take to improve their knowledge on various topics. Many Bulgarian students took advantage of this unique opportunity.
Research and Development
Another EU funded program, besides the Operational Program, is Research and Innovation Performance and Horizon 2020, which is focused on national research programs and innovation systems. Research and Development investment is mainly supported by private businesses in Bulgaria. In 2015, 0.96 percent of GDP was spent on R&D, less than 0.4 percent from public spending. The goal of the Horizon 2020 program is 1.50 percent of GDP by 2020, equally shared by government and business.
In the new 7-year EU budget framework Bulgaria is set to receive around USD 33.2 billion. The sum is also meant to help with the recovery from COVID-19. Bulgaria is also allowed to apply for an additional USD 237.3 million for its underdeveloped regions.
The Ministry of Education and Science and the European Institute of Innovation and Technology signed a Memorandum of Understanding. The cooperation will support the development of innovation through education in natural sciences, digital technologies, engineering, and mathematics (STEM) to shape the skills of the future and prepare future generations to be successful in their careers. The activities in implementation of the Memorandum will support more active participation of Bulgaria in the Framework Program, as well as in the future most ambitious program for research and innovation of the European Union - "Horizon Europe."
In 2020 Bulgaria applied for funds from "React EU" to buy at least 80,000 tablets – 20,000 for teachers, and a minimum of 60,000 for students. They will be distributed for e-learning purposes only and will guarantee the educational process for those who do not have the opportunity to acquire their own devices.
28 U.S. Commercial Service OPPORTUNITIES
Best prospects within the education sector for Bulgarians studying in the U.S. include intensive English language training programs (e.g. summer programs for both students and adults), programs in business administration; Work, Study and Travel programs (around 5,500 Bulgarian students participated in 2019); e-learning; and undergraduate and graduate degrees.
Summer courses in the U.S. and year-round on-line courses could present good opportunities for U.S. universities and schools looking to attract Bulgarian students. The summer English language programs are suitable for local students and fit well with Bulgaria’s semester structure. Distance learning courses and e-learning are getting more popular among younger generation students.
Educational consulting agencies in Bulgaria provide great assistance to Bulgarians who plan to study abroad. These consulting agencies inform students about requirements and documentation, while facilitating the whole process. They include such entities as Integral Educational Programs Ltd., Darbi ESH Study Abroad, Orange Education, Skylines Ltd. SRT, Edlanta Education Abroad, Miotrade/Edumarket, and more.
To assist U.S. universities in sharing ‘their story’ to Southeast European (SEE) countries – The U.S. Commercial Service in Sofia supported and organized four regional Virtual Educational Fairs (VEF) – in 2015, 2016, 2018 and the latest one in October 2019, together with Albania, Greece, Romania, Serbia, and Slovenia, attracting over 120 educational consultants, university representatives, and college counselors from the SEE region.
EVENTS
• World Education Fair, Sofia; 20 - 21 Feb 2021https://10times.com/iwef-bulgaria-sofia • International fair Education Beyond Borders, Sofia, March 12 - 13, 2021 http://edu-fair.info
RESOURCES
• U.S. Commercial Service – Bulgaria: https://www.trade.gov/bulgaria • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Ministry of Education and Science: https://www.mon.bg/en/ • Fulbright Commission: http://www.fulbright.bg/en/ • National Statistics Institute: http://www.nsi.bg/en • OP Science and Education for Smart Growth 2014-2020: http://sf.mon.bg/?go=page&pageId=84 • American University in Bulgaria: https://www.aubg.edu/ • American College of Sofia:https://www.acs.bg/ • Eurostat: https://ec.europa.eu/eurostat
U.S. COMMERCIAL SERVICE CONTACT
Peter Delin, Commercial Specialist U.S. Commercial Service – Sofia, Bulgaria Email: [email protected] Phone: +359 2 939 5784
Education & Training Services Guide | 2021 29 CAMEROON
Capital: Yaounde Population: 27,744,989 (July 2020 est.) GDP: 94.248 Billion USD (2019 est., Purchasing Power Parity) Currency: Cooperation Financiere en Afrique Centrale Francs (XAF) Language: English (official), French (official), 24 major African language groups
UNESCO Student Mobility Number: Cameroon has 25,993 students studying abroad according to UNESCO.
CIA World Factbook: 61.75% of the population in Cameroon is under 24 years old.
OVERVIEW
Cameroon continues to lead Central Africa with the most students independently studying in U.S. institutions of higher education. There were over 1,027 students studying in the U.S. during academic year 2019/2020. Cameroonians currently studying in the United States have credited the rigorous and demanding course load of the Cameroonian education system as good preparation for study in the United States.
EducationUSA routinely collaborates with the Consular Section at the U.S. Embassy in Cameroon to provide information to students about the visa process. This promotes transparency and prepares prospective students to present important information at the time of their interview.
The Cameroonian education system continues to stay strong. Notwithstanding COVID-19, students in exam classes were able to successfully complete their studies during the 2019/2020 academic year.
The EducationUSA Center is reaching new audiences by working with populations in the north region of Cameroon and with American Spaces for joint sessions on educational opportunities in the United States. Furthermore, EducationUSA partnered with several higher education institutions in the United States and in Cameroon to organize virtual information sessions. The Commercial Section of the U.S. Embassy in Cameroon is ready to provide support through U.S. Commercial Service branded services, including the Single School Promotion, Gold Key Service, and International Partner Search, to U.S. higher education institutions seeking to broaden their base in the Cameroonian market.
SUB-SECTORS
Percentage by Sector Sector (Open Doors Report) % Change in Sector 2018/2019 and 2019/2020 Undergraduate 56.7% / 54.5% 3.0% / -17.3% Graduate 27.5% / 29.3% 7.6% / -8.4%
30 U.S. Commercial Service Percentage by Sector Sector (Open Doors Report) % Change in Sector 2018/2019 and 2019/2020 Non-Degree 4.5% / 4.8% 0.0% / -8.1% OPT 11.3% / 11.4% -1.3% / -13.5%
OPPORTUNITIES
Cameroonian students looking to study in the U.S. are interested in STEM (Science, Technology, Engineering, and Math) fields. The most popular fields of study for Cameroonians are business and management, health professions, computer science, physical and life science, and intensive English programs.
DIGITAL MARKETING STRATEGIES
In Cameroon, the most popular social media sites for students are WhatsApp, Facebook, Twitter, and Instagram. Google is most used to research information, and Google, LinkedIn, WhatsApp, jumiajobscm, and Njorku Cameroon are used by students to search for job opportunities. To stream videos, students use Facebook, YouTube, and Zoom.
Students and parents receive information about educational opportunities via email, Facebook, WhatsApp, and Twitter.
The Commercial Section at the U.S. Embassy in Cameroon recommends that U.S. study state consortia and/or education institutions connect with the EducationUSA Advising Center in Cameroon to organize joint sessions and in-person recruitment, when feasible.
EVENTS
International Education Week is observed during the month of November. U.S. Commercial Service Cameroon looks forward to developing Virtual Education Fairs and customized programming for visiting education institutions, as well as continuing to hold on-site group advising sessions.
RESOURCES
• U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • In addition to the EducationUSA Advising Center/Fulbright, Cameroon has American Corners in other regions of the country, which help support and provide information on U.S. education institutions. There are also non-profit organizations and regional language centers that help share information about studying in the United States.
U.S. COMMERCIAL SERVICE CONTACT
Ekom Christopher, Commercial Specialist U.S. Commercial Service – Yaounde, Cameroon Email: [email protected] Phone: +237 222201500, ext. 4382 Education & Training Services Guide | 2021 31 CANADA
Capital: Ottawa Population: 37,694,085 (July 2020 est.) GDP: 1.84 Trillion USD (2019 est., Purchasing Power Parity) Currency: Canadian Dollars (CAD) Language: English, French (official)
UNESCO Student Mobility Number: Canada has 48,345 students studying abroad according to UNESCO.
CIA World Factbook: 27.13% of the Canadian population is under 24 years old.
OVERVIEW
In Canada, education falls separately under the responsibility of the country’s ten provinces and three territories. Each province and territory is controlled by a department or Ministry of Education and led by a Minister of Education. The education ministers are responsible for planning, finance, curriculum development, and assessment of knowledge, as well as serve on the Council of Minister of Education Canada (CMEC). CMEC is an intergovernmental body of ministers of education established to do the following: discuss policy issues; undertake activities, projects, initiatives in areas of mutual interest; consult and cooperate with national education organizations, as well as the federal government; and represent the education interests of the provinces and territories internationally.
Post-secondary education is funded through a combination of public sources including funds allocated by the provincial governments, educational institutions, and other sources like corporate donations, increased tuition, or specialized fee programs. A large portion of university funding also derives from the enrollment of international students in Canada.
There are several options to obtain a post-secondary education in Canada originating from universities, colleges, polytechnics, CEGEP (a mandatory one-year program in Quebec before students enroll in post-secondary education), apprenticeships, and some large private vocational institutions. Schools operating in Canada must be registered and need to follow strict curriculum and graduation requirements. Few U.S. institutions operate in Canada; however, those that do include the New York Institute of Technology and Farleigh Dickinson University, operating campuses out of Vancouver, and Northeastern University operating in Toronto.
As of 2020, and despite the global COVID-19 pandemic, Canada kept its ranking as the fifth largest source of international students with 25,992 enrolled in higher education institutions in the United States for the year 2019/20, a small decrease from 26,122 in 2018/19. U.S. study abroad students in Canada increased from 1,786 to 2,107 for the same period.
32 U.S. Commercial Service SUB-SECTORS
Higher Education
Higher education remains a competitive service export sector in the bilateral trade relationship with 25,992 Canadian students having attended U.S. schools in the 2019/20 academic year according to the Institute of International Education's Open Doors Report. Cost remains one of the main barriers for student mobility for Canadians and the great majority will opt to stay in their family home while attending university.
Undergraduate
In the 2019/20 school year, 12,409 students from Canada were enrolled in undergraduate courses, -0.5 percent less than in 2018/19. During the 2019/20 school year, business management and health professions were the most popular fields of study for Canadian students.
Graduate
The percentage of graduate students attending U.S. institutions in 2019/20 increased by 0.2 percent when compared to 2018/19.
Non-degree
Nearly 2.1percent of Canadian students in the U.S. attended non-degree programs (also known as “short term programs” or “non-credit programs”) during 2019/20, representing a -7.3 percent decrease from the previous year.
Optional Practical Training (OPT)
The number of Canadian students pursuing OPT options in the United States decreased by -1.2 percent in 2019/20, as despite OPT’s popularity, border closures and uncertainty with regards to COVID-19 pushed down an otherwise increasingly popular option.
OPPORTUNITIES
The discussions resulting in the signature of the Council of the Great Lakes Region consortium in November 2020 provides a stepping stone to leveraging deeper collaboration among cross- border institutions in 8 U.S. States and 2 Canadian provinces, resulting in improved educational curricula and a better equipped workforce for the region.
Education & Training Services Guide | 2021 33 U.S. academic institutions can explore exchange programs and partnerships with Canadian educational institutions, some of which can include cross-border tuition agreements, reciprocity programs, or in-state tuition for Canadian students. Athletic scholarships are very popular options that attract Canadian students to the United States. Important opportunities exist in student recruitment for highly specialized programs or “niche” studies that may not be available in Canadian institutions.
Engaging with Canadian schools in key subjects around climate change, sustainability, and Artificial Intelligence (AI) will be key to leveraging opportunities and increasing student mobility in the years ahead.
Post-pandemic student enrollment is expected to pick back up as 40 percent of students have deferred their enrollment to a future term. Focusing on Optional Practical Training opportunities to facilitate hands-on experience for the students, as well as focusing on CEGEPs and English language programs for francophone students are also expected to be important pathways to increase Canadian enrolment in U.S. institutions.
EVENTS
Recruit in Canada – Virtual Education Fairs • February 11 and May 20, 2021 https://recruitincanada.com/virtual-education-fair/
Options Career Fair • Kingston, Ontario, January 06, 2021
RESOURCES
• U.S. Commercial Service – Canada: https://www.trade.gov/canada • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https:// www.trade.gov/professional-and-business-services • UNESCO Student Mobility Number: http://uis.unesco.org/en/uis-student-flow • CIA World Factbook: https://www.cia.gov/the-world-factbook/countries/canada/ • Universities Canada: www.univcan.ca • Council of Ministers of Education: www.cmec.ca • Fulbright Canada: www.fulbright.ca • Institute of International Education: Open Doors: www.iie.org • EducationUSA Canada: http://educationusacanada.ca/ • Canadian Information Centre for International Credentials (CICIC): www.cicic.ca/976/ get_information_on_applying_to_study_abroad.canada
U.S. COMMERCIAL SERVICE CONTACT
Ozlem Toplu, Commercial Specialist U.S. Commercial Service – Toronto, Canada Email: [email protected] Phone: +1 437 333 91 39
34 U.S. Commercial Service CENTRAL AMERICA
Number of students studying abroad per Percent of Population under 24 years of UNESCO Student Mobility Statistics: age per CIA World Factbook: Costa Rica 3,326 Costa Rica 37.27% El Salvador 4,553 El Salvador 44.65% Guatemala 3,727 Guatemala 53.44% Honduras 5,017 Honduras 51.23% Nicaragua 2,953 Nicaragua 45.14% Belize 883 Belize 51.57%
OVERVIEW
The United States is a leading destination for international students from Guatemala, Honduras, El Salvador, Costa Rica, and Nicaragua. The number of Central Americans enrolled in U.S. higher education institutions reached a total of 7,054 during the 2019/20 academic year, representing a 1.88 percent increase over the previous year. Among the top receiving states are Texas, Florida, Massachusetts, California, New York, Maryland, Virginia, Pennsylvania, Georgia, and Louisiana.
Number of international students per country and academic level:
Academic Place of Year Undergraduate Graduate Non-degree OPT Origin 2019/2020 Costa Rica 1,240 614 414 38 174 El Salvador 1,581 1,183 189 66 143 Guatemala 1,195 770 235 38 152 Honduras 2,161 1,426 404 85 246 Nicaragua 489 311 106 25 47 Belize 388 232 97 6 53
TOTAL 7,054 4,536 1,445 258 815
Source: 2020 Open Doors Report
Education & Training Services Guide | 2021 35 Key reasons why Central American students choose U.S. higher education institutions:
• Geographic proximity • High quality education system • Wide variety of institutions and higher education programs • Good and diverse living environments; possibility of living with relatives while studying • Availability of intensive and short-term English programs to learn or improve English skills
In addition, studying abroad represents an opportunity to be more competitive and increases the possibility for better employment in national or multinational corporations. Other countries of destination for Central American students are Spain, Argentina, Germany, France, Canada, Chile, and Brazil.
Central Americans in general are interested in scholarships and financial aid when evaluating universities. Community college degrees represent an opportunity due to lower tuition fees and simplified application procedures.
Undergraduate programs are preferred, followed by graduate studies. English language programs have strong potential as there is low to moderate English proficiency in most of the region. Although Costa Rica has a comprehensive program for becoming a bilingual country, it is ranked #36 in the 2020 EF EPI English Proficiency Index (which evaluates the English language skills of 100 countries worldwide), followed by Honduras in position 49, El Salvador at 56, Guatemala at 63, and Nicaragua at 73.
According to the 2020 Open Doors Report, a total of 353 students from Central America participated in Intensive English Programs (IEPs) in the United States, including 83 from Guatemala followed by Honduras (82), Costa Rica (80), El Salvador (64), Nicaragua (42), and Belize (2).
SUB-SECTORS
Central American students are primarily attracted to the following programs in the U.S.:
• Universities and community colleges with tuition fees lower than $20,000 per year • English language programs (from 1-month up to 1-year) for students, teachers, and adults • Summer camps • Undergraduate, graduate and master’s programs • Online programs
In the 2019/2020 academic year, El Salvador ranked 20th among the top 25 places of origin for international students attending community colleges, an increase of 0.8 percent compared to the previous year.
Among the top fields of study and majors are business and management, engineering, math and computer science, physical and life science, and social sciences.
36 U.S. Commercial Service OPPORTUNITIES
The COVID-19 pandemic created new opportunities in the education sector for virtual education programs. As of November 2020, schools in the Central American region continue to provide virtual classes and reopening plans are scheduled for the first semester of 2021. One of the main challenges for the governments of each country is access to the internet and lack of availability of computers for each student.
The “100,000 Strong in the Americas” Initiative represents an opportunity to increase the number of exchange students between Central America and the United States. All U.S. Embassies, U.S. Commercial Service offices, and EducationUSA offices in the region are committed to increasing the number of students studying in the U.S. Through grants competitions, the 100K Strong in the Americas Innovation Fund provides funds for innovative partnerships between U.S. and Latin American and Caribbean institutions of higher education.
On July 2017, Honduras launched the government-sponsored presidential program for international scholarships “Honduras 20/20,” aimed at supporting graduate studies abroad for students of academic excellence. The program gives priority to areas under the economic development program “Honduras 2020,” which seeks to generate 600,000 new jobs and sharply boost exports by expanding and adding value to key investment sectors including textiles, manufacturing, tourism, and business services. In addition, Costa Rica has available funds for five $40,000 grants for students to study STEM subjects at community colleges in the U.S. This program will end in 2021.
To enter the Central American market, it is highly recommended for U.S. universities, community colleges, and/or technical institutions to:
• Seek partnerships or agreements with public or private universities to facilitate exchange programs for students and professors and recognition of credits and/or dual certification. • Travel to the market to meet face-to-face with school counselors, parents, and higher education institution officers. • Participate in local recruitment campaigns, fairs, trade missions, and outreach events in high schools, public venues, and universities. • Provide in-depth information about programs and the application processes. • Describe opportunities for scholarships and financial aid. • Provide information on the process to obtain a U.S. student visa.
It is recommended that all marketing materials and program information be available in Spanish.
DIGTIAL MARKETING STRATEGIES
Due to COVID-19, the use of digital platforms has increased during 2020. There are different platforms preferred by the Central American students, depending on the activity or information desired. Below, is a list of preferred platforms in the region.
• For virtual classes: Google Classroom, Microsoft Teams, Zoom, and Google Meet. • Social media: WhatsApp, Instagram, YouTube, and Facebook.
Education & Training Services Guide | 2021 37 • Research: Google search engine • Streaming videos: YouTube, Instagram, TikTok • For one-on-one quick meetings: WhatsApp
It is important for U.S. higher education institutions to share information with both students and parents, as the latter will be part of the decision process. Information is usually shared by email or during an education fair. As of recently, WhatsApp is being used to send information or conduct video calls.
Finally, when a student is ready to incorporate into the labor market, they seek job opportunities through job fairs, direct recommendations of a professor or Dean, head hunting websites, or LinkedIn.
Competitor countries usually promote their programs through participation in education fairs or paid advertisements on Facebook and Instagram. It is recommended that U.S. higher education institutions or U.S. study state consortia replicate this practice and seek partnerships with the U.S. Commercial Service and/or EducationUSA. The inclusion of short testimonial videos in Spanish is highly recommended.
EVENTS
• Central America Virtual Education Fair (VEF) 2021 for Undergraduate & Graduate Programs Date: April 29, 2021 Locations: El Salvador, Honduras, Guatemala • Central America Virtual Education Fair (VEF) 2021 Study Mississippi Date: February 24, 2021 Locations: Honduras, El Salvador, Guatemala, Costa Rica
For additional country-specific events and activities, please reach out the U.S. Commercial Service contacts below.
RESOURCES
• U.S. Commercial Service – Costa RIca: https://www.trade.gov/costa-rica • U.S. Commercial Service – El Salvador: https://www.trade.gov/el-salvador • U.S. Commercial Service – Guatemala: https://www.trade.gov/guatemala • U.S. Commercial Service – Honduras: https://www.trade.gov/honduras • U.S. Commercial Service – Nicaragua: https://www.trade.gov/nicaragua • U.S. Commercial Service – Belize: https://www.trade.gov/belize
U.S. COMMERCIAL SERVICE CONTACTS
Isabel Salazar, Commercial Assistant U.S. Commercial Service – San Jose, Costa Rica Email: [email protected] Phone: 506 2519-2271
38 U.S. Commercial Service Lidia Sosa, Senior Commercial Specialist U.S. Commercial Service – San Salvador, El Salvador Email: [email protected] Phone: 011 503 2501-2999, ext. 3144
Karla Salas, Commercial Assistant U.S. Commercial Service – Guatemala City, Guatemala Email: [email protected] Phone: 502 2326-4261
Rossana Lobo, Senior Commercial Specialist U.S. Commercial Service – Tegucigalpa, Honduras Email: [email protected] Phone: 504 2236-9320, ext. 4842
Havivi Rodriguez, Commercial Assistant U.S. Commercial Service – Tegucigalpa, Honduras Email: [email protected] Phone: 504 2236-9320
Education & Training Services Guide | 2021 39 CHINA
Capital: Beijing Population: 1,394,015,977 (July 2020 est.) GDP: 22.526 Trillion USD (2019 est., Purchasing Power Parity) Currency: Renminbi Yuan (RMB) Language: Standard Chinese or Mandarin
UNESCO Student Mobility Number China has 993,367 students studying abroad according to UNESCO.
CIA World Factbook 28.77% of China’s population is under 24 years of age.
OVERVIEW
China has the largest education system in the world, with almost 260 million students and over 15 million teachers in about 514,000 schools (National Bureau of Statistics of China, 2014).1 The Ministry of Education of the People’s Republic of China is the agency of the State Council that oversees education throughout the country. In 2019, the State Council issued a blueprint for the country's education development in the coming decade, called China's Education Modernization 2035. This plan sets the objectives of establishing a modern education system of lifelong learning with universal quality pre-school education, balanced compulsory education, as well as enhanced vocational education and more competitive higher education.
Under these guidelines, government policies, investment and financing, and consumer demand became the three driving forces for a dynamic education market in China, and the following subsectors emerged that are worth U.S. education sector attention: education technology (EdTech), higher education, K-12 education, vocational education, and early childhood education.2
SUB-SECTORS
Higher Education
For the 11th consecutive year, China remained the largest source of international students in the United States in 2019/20 with 372,532 students in undergraduate, graduate, non-degree, and Optional Practical Training (OPT) programs, a 0.8 percent increase from 2018/19.3
Undergraduate & Graduate Education
During the 2019/2020 school year, there were 148,160 Chinese students studying in U.S. undergraduate programs, and 137,096 for U.S. master’s and doctoral programs.4 Engineering, mathematics and computer sciences, and business are the most popular fields of study for Chinese students. Liberal arts colleges are also of interest to Chinese students for their diversified curricula, smaller class sizes, high student satisfaction, cultivation of critical thinking, etc. Recruitment of Chinese higher education students is very competitive and students themselves are very rankings-focused when it comes to choosing a college or university. Colleges and universities outside of the top tier should consider promoting the unique experiences available
40 U.S. Commercial Service to students, such as proximity to major cities, ease of transportation, proximity to natural resources, unique student community groups, etc.
Community College
U.S. community colleges and vocational schools are also gaining popularity in China as they require fewer prerequisites for admission, have more affordable tuition and fees, and offer credits recognized by well-known four-year universities in the United States. U.S. community colleges and vocational schools looking to recruit students from China should focus on the unique experiences offered to students. These can include proximity to major cities, ease of transportation, proximity to natural resources, and unique student community groups. To further establish a unique value – and to provide differentiation in a very crowded market – community colleges and vocational schools should highlight feeder programs and partnerships with higher-level and highly-ranked universities and skills training programs. Corporate partnerships, as well as apprenticeship and internship programs are equally critical to gaining notice.
Secondary Education
Chinese children are provided with nine years of free, compulsory education from elementary to junior high school. However, parents routinely enroll their children in after-school tutoring programs to enhance their knowledge in STEAM (Science, Technology, Engineering, Art, and Mathematics) subjects in the hopes of broadening their academic horizons. According to Deloitte, personal training and K-12/STEAM were projected to be more than 46 percent of a U.S. $480 billion education market in China by 2020.5
Education Technology
China represents one of the largest Education Technology markets worldwide due to a large student population and a growing middle class that places immense importance on education investments. The COVID-19 pandemic drove new users to the EdTech market, with 423 million online EdTech users in 20206, more than double the number of users from 2018. While the market is now estimated to have reached $454 billion in value by the end of 2020, it has also become very competitive.
Forces driving rapid EdTech market growth over the last five years include:
High Mobile Abundant Internet Venture Penetration Capital
Ed Tech Increased Government Market Education Policies $454 billion Spending
Source: Deloitte7
Education & Training Services Guide | 2021 41 OPPORTUNITIES
K-12 Sector
Training, Tutoring & Curriculum Licensing: Household spending on tutoring programs is driving demand for teaching methodologies and materials, curriculum materials, educational facilities and products, software, and brand licensing.
International Schools & Cooperation Programs: Chinese high schools continue to create international programs and partnerships to promote study abroad opportunities for students. One such example is the development of college tours paired with intensive summer English programs. International schools are also continuing to become increasingly popular. According to the China International School Marketing Report 2019 by TopSchools (topschools.cn/), in 2019, the number of students enrolled in international schools increased by 19 percent year- on-year, and total tuition payments grew by 20 percent.8 As of the Fall 2019 semester, China recorded 821 certified international K-12 schools, which generated over an $11.6 billion market despite the tightened regulatory environment.9 Median tuition varied from $15,000 to $35,000 per year.10 Domestic education groups lead investment in these schools. More than half of the international schools are private bilingual schools in pursuit of westernized curricula and international partners.
K-12 Education Technology
K-12 students make up nearly 200 million of China’s estimated 264 million students.11-13 With such a large share of the student population, the K-12 education demographic also attracts the most EdTech investments. A 2018 report from JMDedu (en.jmdedu.com/Article/91), for example, notes that 5 out of the 10 largest EdTech investments were received by companies in the K-12 sector. Together these five investments equaled $1.5 billion.14 Importantly, the use of technology in the K-12 market is being adopted both for independent tutoring and for in-person learning by major education groups and training chains, such as (neworiental.org/english/) and TAL.
STEAM Education
EdTech investments are also being made in STEAM-focused “competency-based education,” with courses designed to teach coding or reinforce mathematical skills.15 These investments made up 30 percent of China’s education investments in 2018.16 STEAM-focused EdTech growth is being driven by student demand. In fact, in 2016, Bloomberg (https://www.bloomberg.com/ ) estimated that 50 million students in China would be studying STEAM (science, technology, engineering, arts, and mathematics) courses, leading to the development of a $15 billion STEAM-learning industry by this year. With 40 percent of Chinese college students earning STEAM-related qualifications, by 2020, Bloomberg predicted that China will have as many as 200 million STEAM graduates. Demand for STEAM education and training has seen a boom in the creation of training programs and startups offering out-of-school courses in coding, robotics, and 3-D printing, and attracted the attention of publishers, toy makers, and app developers.17 STEAM-related courses are not only in demand for older children and students. Rising middle class incomes and fears of intense future competition for college admissions and jobs are leading parents to pay substantial sums for STEAM-related education for even young children and students.
42 U.S. Commercial Service DIGITAL MARKETING STRATEGIES
With regards to social media and digital platforms, local Chinese sites and search engines are most popular in-country. For example, students regularly use Tiktok, Bilibili, Weibo, QQ, and WeChat. The most popular social media sites are Bilibili, Tiktok, and Weibo. Baidu is most used to research information, and Zhipin, LinkedIn, Douban, and 51job are used by students to search for job opportunities. To stream videos, students use Tencent, Aiqiyi, and Youku.
In-country schools and schools from competitor countries use Tiktok, Bilibili, Weibo, QQ, WeChat, Tencent, Aiqiyi, and Youku to reach students and parents about education opportunities.
The U.S. Commercial Service in China recommends that U.S. study state consortia and/or education institutions communicate their unique offerings and experiences to differentiate themselves from competitors, identify champions to provide testimonials and drive digital marketing, and seek best practices from peer institutions, especially those that have successful marketing experience in China. The champions to provide testimonials can be current students or alumni from China.
EVENTS
Trade Events
• China Education Expo (CEE): https://www.chinaeducationexpo.com/english/ October 24-November 1, 2020, Beijing/Chengdu/Guangzhou/Shanghai • China Annual Conference for International Education & Expo (CACIE): http://www.cacie.cn/f/home?langType=en October 21-28, 2020, Beijing • Global Education Technology Summit & Expo (GET): https://www.getchinaforum.com/ November 23-24, 2020, Beijing
RESOURCES
• U.S. Commercial Service – China: https://www.trade.gov/china • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services • China Ministry of Education: http://en.moe.gov.cn/
U.S. COMMERCIAL SERVICE CONTACT
Shenyang Ms. Andrea Shen, Commercial Specialist Email: [email protected] Phone: +86 24 2322 1198, ext.8145
Education & Training Services Guide | 2021 43 Beijing Ms. Maggie (Jing) Qiu, Commercial Specialist Email: [email protected] Phone: +86 10 8531 4157
Shanghai Ms. Lauren (Yuan) Liu, Senior Commercial Specialist Email: [email protected] Phone: +86 21 62798958
Wuhan Ms. Catherine Le, Commercial Specialist Email: [email protected] Phone: +86 27 8555 7791, ext. 2811
Guangzhou Ms. Veronica Liang, Commercial Specialist Email: [email protected] Phone: +86 20 3814 5630
Guangzhou Ms. Sarah Zhu, Commercial Specialist Email: [email protected] Phone: +86 20 3814 5000
______
1 Education in China A Snapshot-OECD2016 2 China Daily released on Feb 2019 3-4 Open Doors 2020 5-7,16 Deloitte 8-10 Top Schools, “China International School Marketing Report” 11 Ministry of Education, "Number of Students in Primary Schools" 12 Ministry of Education, "Number of Students in Junior Secondary Schools" 13 Ministry of Education, “Number of Students in Regular Senior Secondary Schools” 14-15 JMDedu 17 Bloomberg
44 U.S. Commercial Service COLOMBIA
Capital: Bogota Population: 49,084,841 (July 2020 est.) GDP: 741.099 Billion USD (2019 est., Purchasing Power Parity) Currency: Colombian Pesos (COP) Language: Spanish
UNESCO Student Mobility Number: Colombia has 46,631 students studying abroad according to UNESCO.
CIA World Factbook: 39.65% of the Colombian population is under 24 years old.
OVERVIEW
U.S. colleges and universities remain the preferred overseas destination for Colombian students, despite significant competition from other countries such as the United Kingdom, Australia, Spain, France, and Argentina. There are several factors that make the United States a leading destination, the most notable factors being increased employment opportunities after graduation, the high quality of education, the chance to improve English skills, and a renewed push by the government of Colombia to encourage English bilingualism. Furthermore, Colombian businesses are increasing their presence and operations in the United States and bolstering the need not just for English speakers, but for Colombians with actual living experience in the United States and knowledge of U.S. business practices and American culture in general. The preferred states for Colombian students are California, New York, Texas, Massachusetts, Illinois, and Florida. The most in-demand fields of study are those focused on business administration, management, finance, banking, marketing, and engineering.
According to the Institute of International Education, Colombia is ranked 23rd in the world and second among South American countries (after Brazil) in sending students to the United States. As the peace process solidifies in Colombia and the country becomes more stable and prosperous, the United States is in a good position to see a potential increase in Colombian students.
SUB-SECTORS
Colombian Student Enrollment in the United States
Indicator 2017/2018 2018/2019 2019/2020 Number of Colombian Students 7,976 8,060 7,787 % Change from Previous Year -0.1 1.1 -3.4
There were 7,787 Colombians who traveled to the United States to study in the 2019/20 academic year, a -3.4 percent decrease from the previous year due to the COVID-19 pandemic.
Education & Training Services Guide | 2021 45 Colombian students in the U.S. are segmented by academic level as follows:
Colombian Students in the United States by Academic Level
Academic 2018/19 2019/20 % Total % Change Level Undergraduate 3,190 3,031 38.9 -5.0 Graduate 2,948 2,877 36.9 -2.4 Non-Degree 661 607 7.8 -8.2 OPT 1,261 1,272 16.3 0.9
Based on data from the Institute of International Education, Colombian students in U.S. colleges and universities contributed US $318 million to the U.S. economy in the 2018/2019 academic year.
The U.S. Embassy in Bogota supports efforts to increase the number of Colombian students studying in the United States by supporting technology projects such as Ed, a 24/7 virtual adviser in Spanish, and various micro scholarships for English language studies.
Additionally, the “100,000 Strong in the Americas” innovation fund seeks to increase the number of Latin American students studying in the United States and the number of U.S. students studying in Latin America. Partnerships between universities in the United States and higher education institutions in the Western Hemisphere are increasing student exchange opportunities and strengthening regional education cooperation throughout the Americas.
Under government-to-government or private agreements, both public and private universities in Colombia have developed partnerships with universities in the United States, Europe, and Latin America. Priority is given to post-graduate programs for training professors as well as research to enhance teaching.
The U.S. Commercial Service collaborates with the EducationUSA offices in Colombia to support various education fairs that include the participation of U.S. boarding schools, universities, and ESL institutions to promote their programs in Colombia.
With the global job market becoming increasingly competitive, the number of Colombian undergraduate and graduate students in the United States is higher compared with other countries. This is partially due to the fact that in Colombia it is difficult to obtain a high-level position within the government or an important national or multinational company without proficient English skills and/or a master’s degree. Moreover, a degree from a U.S. university can make job applicants that much more competitive in the Colombian workplace.
Most scholarships are awarded through two institutions, one of which is the Colombian Institute for Educational Loans and Technical Studies Abroad (ICETEX by its initials in Spanish), which is dedicated to financing higher education through a system of financial aid that allows students to start or continue their higher education either in-country or abroad. In 2019, ICETEX awarded more than 864 scholarships for master’s degrees, PhD, and ESL programs for Colombian students abroad. The second institution is COLFUTURO, which is a non-profit organization that
46 U.S. Commercial Service provides funds to Colombian professionals and students to study abroad. Their loan program is available to students who have been accepted to graduate programs at foreign universities. During 2019, COLFUTURO awarded 1,368 scholarships for master’s and PhD programs, with 257 of those scholarships being for programs in the United States.
COLFUTURO has agreements with many universities, such as: Carnegie Mellon, Columbia University, Duke University, Cornell University, University of Florida, American University, Purdue University, Tulane University, New York University, University of Chicago, University of Texas, Texas Tech University (TTU), and Harvard University, among others.
OPPORTUNITIES
Although COVID-19 has affected the number of Colombian students abroad, the U.S. continues to be the first choice for students. A big factor and potential barrier for Colombian students wanting to study in the U.S. is the exchange rate, but demand and interest remain strong. International education is highly valued in the Colombian workplace and a recent survey of employers found that 58 percent preferred to hire people who had earned advanced degrees abroad.
For U.S. schools and ESL institutions, private and bilingual schools in Colombia offer good recruiting opportunities. Schools are interested in sending groups to study in U.S. schools for periods that may vary between three weeks and three to four months. The goal of these short- term programs is mainly to acquire and improve English skills.
Today in Colombia, relatively few high school graduates have an advanced level of English. Colombia’s outgoing government recently launched a program called “Colombia Very Well,” with the objective of promoting bilingualism in Colombia. The government’s goal is to increase the number of high school graduates with an intermediate level of English to 185,000 in 10 years. This will open opportunities for U.S. English language institutions to enter or increase their presence in Colombia.
At the higher education level, private universities also offer important recruitment opportunities for undergraduate and postgraduate programs. U.S. universities should make initial contact with the office of foreign relations at each university in order to introduce the U.S. university and its programs and areas of specialization.
Colombian universities are interested in having agreements with U.S. universities that offer dual degree programs for their students. This can be accomplished through a combination of two or three years at the local university and one or two years at the U.S. university.
Beyond the economic implications, the availability of educational services carries even greater significance in terms of improving general living conditions in Colombia. A well-educated Colombian population is vital to the country’s economic growth and global competitiveness over the long term. U.S. education services will also expose more Colombians to American culture, further strengthening ties between the two countries.
There are concrete opportunities to increase the number of Colombian students attending U.S. universities. Those wishing to attract Colombian students should consider actively increasing recruitment campaigns to raise their visibility. Financial aid/scholarship opportunities and
Education & Training Services Guide | 2021 47 information on the process to obtain a U.S. student visa are essential topics for U.S. education institutions when promoting themselves in Colombia.
In Colombia, there is a strong network of 11 EducationUSA centers administering language programs and doing extensive outreach around the country. EducationUSA centers are located at nine binational centers, the Fulbright Commission, and COLFUTURO.
EVENTS
Education fairs are one of the most effective ways to recruit Colombian students. Colombia has a few education fairs throughout the year. Additionally, EducationUSA organizes one of the best fairs to promote U.S. education. This year’s fair in Colombia will take place in September in Bogota. Universities interested in participating and exhibiting at the fairs should visit the EducationUSA website.
RESOURCES
• U.S. Commercial Service Colombia: https://www.trade.gov/colombia • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services • Institute of International Education: http://www.iie.org • Colombia Ministry of Education: www.mineducacion.gov.co • Colombian Institute for Educational Loans and Technical Studies Abroad (ICETEX): https://www.icetex.gov.co • COLFUTURO: http://www.colfuturo.org • EducationUSA: https://educationusa.state.gov/
U.S. COMMERCIAL SERVICE CONTACT
Julio Acero, Commercial Specialist U.S. Commercial Service – Bogota, Colombia Email: [email protected] Phone: +57 1 275 2635
48 U.S. Commercial Service CROATIA
Capital: Zagreb Population: 4,227,746 (July 2020 est.) GDP: 116.339 Billion USD (2019 est., Purchasing Power Parity) Currency: Kuna (Kn) Language: Croatian (official)
UNESCO Student Mobility Number: Croatia has 9,754 students studying abroad according to UNESCO.
CIA World Factbook: 24.92% of the population in Croatia is under 25 years of age.
OVERVIEW
As a European Union member, Croatia has an educational system like most European systems, which includes preschool education (kindergarten), basic education (elementary school), secondary, and higher education. Since 2003, Croatia has been involved in an intensive reform of its higher education system within the framework of the Bologna process, in line with its national needs and European Union standards. Education in Croatia is mainly provided by the public sector. Students have the right to free tuition, subsidized meals, and lower taxes during their studies. According to the Croatian Institute for Development of Education the average American standardized test (TOEFL) score in Croatia is 90, which puts Croatia in the top 25 countries in the world. Croatian students are highly interested in studying abroad, and they are considering and researching all available options on the global educational market. The Erasmus program is active in Croatia, allowing students to exchange in other EU countries while remaining within the European university system standards. The Fulbright Exchange Program is funding educational programs between the United States and Croatia.
SUB-SECTORS
Higher Education
In the 2018/2019 school year, the total number of children, pupils, and students enrolled in Croatia was 623,283.
Croatian students who wish to study abroad are, along with the mentioned high English language proficiency, usually very well-prepared academically. Also, many Croatians seek and obtain athletic scholarships in the United States, including those for more specialized sports such as volleyball, rowing, and soccer.
The United States is the fifth most popular destination for study abroad, behind Austria, Germany, the United Kingdom, and the Netherlands. The most popular destinations to study in the United States are California, New York, Texas, Massachusetts, and Illinois. According to the 2020 Open Doors data, there were 472 Croatian students studying in the United States in academic year 2019/2020, an -8.5 percent decrease from the previous year.
Education & Training Services Guide | 2021 49 Croatia has a binary higher education system, meaning that prospective students can choose between the following types of higher education studies:
• University studies (consisting of academic programs conducted solely at universities, of which there are 8 public and 2 private universities). • Professional studies (consisting of professional programs conducted at polytechnics or colleges of applied sciences, of which there are 11 public and 4 private polytechnics). • Professional higher education (consists of 25 schools from which are only 3 public and 22 private).
Since the introduction of the Bologna process, the levels of expertise are: Bachelor of Science and Bachelor of Arts, Master of Science and Master of Arts, Master of Education, Doctor of Science and Doctor of Arts
Undergraduate and Graduate Study
According to Croatian Central Bureau of Statistics (2020), the total number of students enrolled in institutions of higher education in the Republic of Croatia in school year 2018/2019 was 158,016 (98.1 percent of them were citizens of the Republic of Croatia and 1.9 percent were foreign citizens). Out of that number, 81.5 percent were enrolled in universities (1.6 percent of these in art academies), 14.1 percent in polytechnics, and 4.4 percent in professional higher education schools. The largest Croatian Universities are University of Zagreb (with 39.3 percent of all enrolled university students in Croatia), University of Split (11.8 percent), University of Osijek (10.5 percent), University of Rijeka (10.0 percent) and University of Zadar (3.4 percent). The only American higher education institution in the country is Rochester Institute of Technology (RIT) (https://www.croatia.rit.edu/rit-croatia) Croatia.
The most popular field of study in Croatia is social sciences, with 43.1 percent of students enrolled. Other popular degrees among students include technical sciences (engineering) with a share of 26 percent, then biomedicine and health with 11.2 percent, humanities with 7.1 percent, natural sciences with 4.1 percent, arts with 1.9 percent, and interdisciplinary fields of sciences in which 1.5 percent of the total number of students are enrolled.
Postgraduate Study
According to Croatian Central Bureau of Statistics (2020), the total number of students enrolled in post graduate specialist study in the Republic of Croatia in school year 2018/2019 was 1,379 (96.9 percent of them were citizens of the Republic of Croatia and 3.1 percent were foreign citizens).
The most popular specialization field in Croatia is Biomedicine and Health (51.6 percent), followed by Social Sciences (40.0 percent), Engineering (3.1 percent), Biotechnical Sciences (1.9 percent), Natural Sciences (1.8 percent), Artistic Field (0.7 percent), Interdisciplinary Fields of Science (0.5 percent), and Humanities (0.4 percent).
Lower Education Levels
• Preschool education (kindergarten) is optional and provided for children three- to six-years old. The total number of children enrolled in kindergarten in 2018/2019 was 139,682.
50 U.S. Commercial Service • Primary/Elementary education consists of eight years and is compulsory. Children begin school at the age of 6 or 7. The total number of pupils enrolled in elementary schools in the school year 2018/2019 was 315,803. Grades in the elementary school certificate are the major admission criterion in most secondary schools. • Secondary/Higher education is currently optional and is comprised of high schools, mostly gymnasiums and vocational schools. Most high schools take 4 years to complete. The Admission is based on grades from elementary school or the success with entry exams. People who complete secondary school are classified as "medium expertise." Total enrollment in secondary education in the school year 2018/2019 was 148,085.
Online Programs
Online study is not popular in Croatia and there are only few programs in Zagreb and Rijeka. Online study is not funded by the government, so students would need to pay the full fee. During the pandemic, students were rapidly introduced to online learning. Neighbouring countries have more developed programs, so for example Slovenia is offering online study programs in the Croatian language that are recognized in Croatia and EU.
OPPORTUNITIES
English is the first foreign language in the Croatian education system. Foreign language courses (English, German) are mandatory for almost all students in Croatia. Education abroad is becoming a key factor for Croatian graduates seeking to succeed in the European Union’s employment market or pursue further educational opportunities globally. Best prospects within this sector include graduate and post-graduate programs abroad, work & study programs, summer programs, and exchange programs.
Most of the academic degrees awarded by U.S. programs are acknowledged in Croatia. Distance and e-learning started to be increasingly popular during the current Covid-19 pandemic lockdowns. Since students were able to become familiar with online studies, there is now the opportunity for them to be offered by U.S. institutions in Croatia.
An effective way for U.S. institutions, such as universities or high schools, to enter the market is to establish a partnership with Croatian educational institutions to exchange students. With partnership agreements, institutions could facilitate the exchange of students providing recognition of course credits between the schools. Also, during the partnership, the Croatian and U.S. professors could be exchanged as guest speakers.
The Fulbright Program has been active in Croatia since 1964 and offers grants to qualified Croatian students to study at the graduate level in the United States. More than 500 Croatian scholars and students have studied in the United States under the auspices of the Fulbright Academic Program.
DIGITAL MARKETING STRATEGIES
Most Used Student Platforms
“Merlin” is the most used platform among students for sharing files with their professors, updating schedules, and sharing papers. It has been developed by the University of Zagreb. Also,
Education & Training Services Guide | 2021 51 the platform called “InfoEdukas” is very popular and every college has a different adaptation of this platform. A platform called “CarNET” is mostly used for accessing important information like student login information and was one of the first e-mail providers to be connected with students. “Studomat” is also a very reputable website used by students. “eGrađani” is used by parents.
Most Popular Social Media Sites for Students
The most used platforms are Facebook and Instagram. Among 2,149,000 recorded Facebook accounts, roughly 20 percent were students, while on Instagram there were 1,235,000 recorded users, with roughly 29 percent of them being students. Snapchat is also used with 465,000 users, but mostly for quick texting and is mostly used by the female audience. A little less, but still popular are Reddit, Twitch and WhatsApp. LinkedIn and Twitter have started to be more popular during the pandemic period.
Student Research Information Sources
Google Search is the most visited website for research in Croatia. For news updates, Croatians visit: index.hr, 24sata.hr, jutarnji.hr, skole.hr, dnevnik.hr, net.hr, vecernji.hr, tportal.hr.
The most used websites are: moj-posao.net, posao.hr, and LinkedIn.
The Most Popular Video Streaming Platforms
The most used streaming platforms are: YouTube and Twitch.
Platforms for Reaching Students In-Country
The best way to reach students is through ads on social media sites, such as Facebook and Instagram; ads on Google; and ads on YouTube. Also, placing ads on certain websites of student interest such as educational institutions, technical pages, job search pages, etc.
Student and Parent Resources for Educational Opportunities
Students and parents receive most of this kind of information through their high school’s management and local educational agents. Occasionally, there are guest lecturers at the high schools where students and parents learn about opportunities.
Recommendations for U.S. Study State Consortia and Educational Institutions on Digital Outreach Strategies
Advertising through social media is very important. Sending guest lecturers to high schools to promote foreign institutions is recommended since students do not receive enough of this kind of information through their educational system.
52 U.S. Commercial Service EVENTS
The most important educational fair in Croatia is the Higher Education and Scholarships Fair taking place every year in the capital Zagreb, presenting study opportunities and student financial aid available in Croatia and abroad. International and local exhibitors have a unique opportunity to present their institutions, study programs, scholarships and other educational services to over 10,000 Croatian students, parents, adult learners and higher education professionals. See more at: www.stipendije.info/en/fair
RESOURCES
• U.S. Commercial Service – Croatia: https://www.trade.gov/croatia • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Ministry of Science & Education: https://mzo.gov.hr/en • Fulbright Commission: https://hr.usembassy.gov/education-culture/u-s-government- scholarships/ • Higher Education and Scholarship Fair: www.stipendije.info/en/ • Institute for the Development of Education: http://www.iro.hr/en/ • List of Higher Education Institutions in Croatia: https://en.wikipedia.org/wiki/List_of_ institutions_of_higher_education_in_Croatia • Statistics Office:https://www.dzs.hr/default_e.htm • Universities in Croatia website: http://www.studyincroatia.hr/studying-in-croatia/ institutions-and-programmes/institution
U.S. COMMERCIAL SERVICE CONTACT
Suzana Vezilic, Commercial Assistant U.S. Commercial Service – Zagreb, Croatia Email: [email protected] Phone: + 385 1 661 2020
Education & Training Services Guide | 2021 53 DOMINICAN REPUBLIC
Capital: Santo Domingo Population: 10,499,707 (July 2020 est.) GDP: 197.735 Billion USD (2019 est., Purchasing Power Parity) Currency: Dominican Pesos (DOP) Language: Spanish (official)
UNESCO Student Mobility Number: The Dominican Republic has 4,410 students studying abroad according to UNESCO.
CIA World Factbook: 45% of the population in Dominican Republic is under 24 years old.
OVERVIEW
The United States is a leading destination for students from the Dominican Republic. During the 2019/20 academic year, the number of students from the Dominican Republic totaled 1,379, an -11.5 percent decrease from the previous academic year (1,559 students 2018/19).1
According to UNESCO data, the United States was the second largest market for Dominican students after Spain. In 2020, UNESCO reported that the top six markets for Dominican students were:
1. Spain 2. United States 3. United Kingdom 4. Italy 5. France 6. Canada
SUB-SECTORS2
Undergraduate Education
858 students from the Dominican Republic were enrolled in undergraduate programs in the United States during the 2019/20. This academic year, this is a -7.8 percent decrease from the previous academic year.
Graduate Education
280 students from the Dominican Republic were enrolled in graduate programs in the United States during the 2019/20 academic year, an -18.6 percent decrease from the previous academic year.
54 U.S. Commercial Service Non-Degree
75 students from the Dominican Republic were enrolled in non-degree programs in the United States during the 2019/20 academic year, an -8.5 percent decrease from the previous academic year.
OPT
166 students from the Dominican Republic were enrolled in OPT programs in the United States during the 2019/20 academic year, a -17.8 percent decrease from the previous academic year.
OPPORTUNITIES
• Exchange programs and partnerships with higher education institutions in the Dominican Republic is a common method for market entry. • Graduate Programs: The Ministry of Higher Education, Science, and Technology (MESCyT) continues to support study abroad for graduate education levels (Master’s and Doctorate). Priority fields for MESCyT are: Engineering, Basic Sciences, Public Health, Education, Agriculture, and Animal Sciences. MESCyT is interested in establishing articulation agreements with U.S. research universities that offer in-state tuition for students from the Dominican Republic. https://mescyt.gob.do/becas-internacionales • Travel and Hospitality Programs: Because of the importance of the tourism industry in the Caribbean, travel and hospitality programs are popular with students from this region.
While the United States continues to be a popular destination for students from the Dominican Republic, there are challenges to this market:
• Rising tuition costs at U.S. universities discourages students from choosing U.S. higher education institutions. • Increased competition from other English-speaking countries such as Canada and the United Kingdom. • The perception that it is too difficult to obtain a U.S. student visa deters students from considering U.S. higher education institutions.
GRANTS AND SCHOLARSHIP PROGRAMS
There are some academic scholarship opportunities for Dominican students who have earned outstanding grades and scores on their ACT and/or SAT exams. Contact individual admissions offices to learn more about their scholarship opportunities for foreign students.
INICIA Educación: Provides scholarships to Dominican educators, administrators, and professionals for graduate degrees in education-related fields.https://iniciaeducacion.org
Caribbean Hotel & Tourism Association Education Foundation (CHTAEF): CHTAEF awards scholarships to students who have demonstrated a strong commitment to the industry and the potential for future success. The Foundation offers scholarships for Professional Development courses and full-time academic courses in all areas of Hospitality and Tourism Management for Associate and Bachelor's programs. CHTAEF scholarships average from $500 - $5,000 (USD) per academic year. All scholarships are for tuition costs only.
Education & Training Services Guide | 2021 55 http://www.caribbeanhotelandtourism.com/about-the-foundation/apply-for-scholarship/
Fulbright: The Fulbright Program offers grants to qualified Dominican graduate students to study at the graduate level in the United States. Dominican scholars are eligible for Fulbright Scholar-in-Residence grants. https://eca.state.gov/fulbright/country/dominican-republic
DIGITAL MARKETING STRATEGIES
The following platforms are the ones that students use the most in the Dominican Republic: Zoom and Google Classroom (Meets & Handsout). Canvas is also used and most universities and private schools have customized platforms.
The most popular social media sites for students in the DR are Instagram and TikTok.
Students research information on any given topic using Google, Google Scholar, and Wikipedia mostly.
Students search for job opportunities in Aldaba (Aldaba.com), Google, and LinkedIn.
The most popular platforms for streaming videos in the DR are YouTube and Instagram.
The most common way to reach out to students is advertising on social media (Instagram and Facebook), followed up with in-bound marketing.
Every year the Ministry of Higher Education of the Dominican Republic publishes in the local newspapers (March/April) the list of scholarship opportunities.
EVENTS
EducationUSA routinely organizes public orientation sessions to inform prospective students on studies in the United States.
RESOURCES
• U.S. Commercial Service – Dominican Republic: https://www.trade.gov/dominican- republic • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • UNESCO’s Institute for Statistics (UIS): http://uis.unesco.org/en/uis-student-flow • CIA World Factbook: https://www.cia.gov/the-world-factbook/ • Institute for International Education Open Doors 2020: https://www.iie.org/opendoors/ • Ministry of Higher Education of the DR: https://mescyt.gob.do/becas-internacionales • INICIA Educación: https://iniciaeducacion.org • Caribbean Hotel & Tourism Association: http://www.caribbeanhotelandtourism.com/ about-the-foundation/apply-for-scholarship/ • Fulbright: https://eca.state.gov/fulbright/country/dominican-republic
56 U.S. Commercial Service U.S. COMMERCIAL SERVICE CONTACT
Maria Elena Portorreal, Regional Senior Commercial Specialist U.S. Commercial Service – Santo Domingo, Dominican Republic Email: [email protected] Phone: 809-567-7775, ext. 7220
______
1-2 Source: Institute of International Education - Open Doors 2020
Education & Training Services Guide | 2021 57 EGYPT
Capital: Cairo Population: 104,124,440 (July 2020 est.) GDP: 1.180 Trillion USD (2019 est., Purchasing Power Parity) Currency: Egyptian Pounds (EGP) Language: Arabic (official), Arabic, English, and French widely understood by educated classes
UNESCO Student Mobility Number: Egypt has 38,667 students studying abroad according to UNESCO.
CIA World Factbook: 51.63% of the Egyptian population is under 24 years old.
OVERVIEW
Egypt has the most extensive education system in the Middle East region. It has more than 60,000 schools, of which 7,000 are private schools. The public primary schools accommodate about 20 million students and the private primary schools accommodate around 2 million students.
Egypt currently has 20 public universities (with about two million students) and 23 private universities (with about 60,000 students).
Accordingly to World Bank, the COVID-19 crisis has opened up opportunities to speed up the educational reforms for long-term improvements in assessment, pedagogy, technology, financing, and parental involvement.
Despite some concerns, parents and students are recognizing the merits of the technology available to them, which comprises: (a) connectivity: fiberoptic in about 2,500 public secondary schools; (b) digital infrastructure: smart boards and tablets for secondary school teachers and students; (c) student tests: computer-based testing platforms that can create different versions of the same test.
The expansion of digital learning and technological infrastructure has been a key feature of the Ministry of Education’s reform strategy.
SUB-SECTORS
According to the Open Doors Report 2020, there were 3,859 international students from Egypt in the U.S with a 5.0 percent change from the previous year.
Academic Level Number of Students Undergraduate 1,525 Graduate 1,615
58 U.S. Commercial Service Academic Level Number of Students Non-degree 160 OPT 559
OPPORTUNITIES
Foreign Universities Opening Branch Campuses
In July 2018, Egypt ratified into law the International Branch Campus Act (https://www. universitiesuk.ac.uk/International/Documents/Annexe%20A.PDF), which has allowed international universities to set up branches in Egypt by building their own campuses or by partnering with an Egyptian company.
Foreign university branch campuses are required to pay 2 percent of their annual tuition income as fees to the government. The government also requires that 5 percent of the campus’ projected financing be secured before receiving a license. While no restrictions have been placedon choosing a site, the government has been actively promoting its emerging New Administrative Capital City at the outskirts of Cairo.
New Technology Universities
The government, as part of its efforts to develop the country’s vocational education offerings and cope with local and regional labor market demands, has recently established three technology universities.
The new universities are located in New Cairo City (https://nctu.edu.eg/en/home/); in Quesna, and in Beni Suef, all of them located in modern industrial zones. The three universities offer specializations in information technology, mechatronics and autotronics (modern automotive technology), power plant operation and maintenance technology. Other universities are also planned, specializing in areas such as construction, maintenance, building materials, health and applied sciences, and fisheries and aquaculture.
Tuition fees range from 8,000 to 12,000 Egyptian pounds ($500 to $750) per semester.
Internet and Social Media Usage
According to Digital 2020 report for Egypt:
• The reported number of internet users in Egypt increased by 9.8 million (+22 percent) between 2019 and 2020. • There were 54 million estimated internet users in Egypt in January 2020. • Facebook is the most used social media platform in Egypt (80.34 percent), followed by YouTube (13.42 percent), Twitter (3.65 percent), and Instagram (0.3 percent) • There were about 42 million Facebook users in Egypt in January 2020, which accounted for 40.4 percent of the entire population of Egypt. The majority of them were men (63.5 percent) • People aged 25 to 34 were the largest user group (14 million).
Education & Training Services Guide | 2021 59 • There were 92.71 million mobile connections in Egypt in January 2020.
EVENTS
• Education Egypt (Brings together over 250 regional and international leading suppliers of technology, products, and tools to educators and decision makers) 24th – 26th June 2021 - Egypt International Exhibition Center, Cairo, Egypt • EduVation Summit Egypt (The biggest educational summit in Egypt) Date: TBC • EDUGATE Egypt (An international forum and exhibition for higher education in Egypt and the Middle East held every two years) Date: TBC
RESOURCES
• U.S. Commercial Service – Egypt: www.trade.gov/egypt • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • https://opendoorsdata.org/data/international-students/academic-level-and-places-of- origin/ • http://uis.unesco.org/en/uis-student-flow • https://www.cia.gov/the-world-factbook/ • https://enterprise.press/blackboards/light-touch-regulation-attracted-international- branch-campuses-egypt/ • https://nctu.edu.eg/en/home/ • https://blogs.worldbank.org/arabvoices/egypt-back-school-brings-new-test-blending- learning
U.S. COMMERCIAL SERVICE CONTACT
Khaled Elzoughbi, Commercial Specialist U.S. Commercial Service – Cairo, Egypt Email: [email protected] Phone: +20 2 2797 3520
60 U.S. Commercial Service ETHIOPIA
Capital: Addis Ababa Population: 108,113,150 (July 2020 est.) GDP: 248.972 Billion USD (2019 est., Purchasing Power Parity) Currency: Birr (ETB) Language: Oromo (official working language in the State of Oromiya) 33.8%, Amharic (official national language) 29.3%, Somali (official working language of the State of Sumale) 6.2%, Tigrigna (Tigrinya) (official working language of the State of Tigray) 5.9%, Sidamo 4%, Wolaytta 2.2%, Gurage 2%, Afar (official working language of the State of Afar) 1.7%, Hadiyya 1.7%, Gamo 1.5%, Gedeo 1.3%, Opuuo 1.2%, Kafa 1.1%, other 8.1%, English (major foreign language taught in schools), Arabic (2007 estimate) UNESCO Student Mobility Number Ethiopia has 7,578 students studying abroad according to UNESCO.
CIA World Factbook 59.28% of the Ethiopian population is under 24 years old.
OVERVIEW
There is significant growth of academic institutions in Ethiopia and high potential for students who want to study abroad. Ethiopia is ranked fourth among Sub-Saharan Africa countries sending students to U.S universities. Ethiopian students are most interested in science and technology fields, particularly engineering, computer science, and medicine. This may be influenced by Ethiopia's 2008 education policy, which dictates that 70 percent of all students pursue science and technology-related degrees, while 30 percent pursue social sciences. The U.S remains the number one destination for Ethiopian students.
U.S. Study Abroad Students in Ethiopian Students Studying in the Ethiopia U.S. 400 302 3,000 2,118 2,356 267 261 1,516 2,061 300 231 235 249 1,517 1,847 207 2,000 1,463 1,472 200 73 1,000 100 0 0 2010 2012 2014 2016 2018 2020 2012 2014 2016 2018 2020 2022
SUB-SECTORS
% By Number of Students in U.S. % Change Academic Level Students by Academic Level (2019/2020) (2019/2020) (2019/2020) Undergraduate 65.7% 1,550 15.3%
Education & Training Services Guide | 2021 61 % By Number of Students in U.S. % Change Academic Level Students by Academic Level (2019/2020) (2019/2020) (2019/2020) Graduate 19.9% 470 6.1% Non-Degree 3.4% 81 47.3% OPT 10.8% 255 16.4%
OPPORTUNITIES
Individuals’ economic growth is increasing, and it is desirable to send one's children to the U.S. for education. Most families prefer community colleges because the lower tuition is more affordable.
The existence of many international and private schools in Ethiopia helps recruitment efforts by U.S. higher education institutions.
There is an EducationUSA Advising Center in the U.S. Embassy in Ethiopia, which helps to assist U.S. higher education institutions in Ethiopia to create a platform for connecting with Ethiopian local students. The U.S. Commercial Service can support with customized programs, such as Single School Promotions, Virtual Introductions, and the like, to meet with potential recruitment partners.
EVENTS
The Public Affairs Office at the U.S. Embassy organizes education fairs. Dates for 2021 fairs are not yet determined.
RESOURCES
• U.S. Commercial Service Ethiopia: https://trade.gov/ethiopia • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Federal Democratic Republic of Ethiopia Ministry of Education Website: www.moe.gov.et • Ministry of Science and Higher Education: http://www.moshe.gov.et/ • National Educational Assessment and Examinations Agency Website: www.neaea.gov.et • EducationUSA advising centers in Ethiopia: Addis Ababa • Email: [email protected] • Telephone: +251 111307924/7625 • Websites: https://educationusa.state.gov/centers/educationusa-Advising-Center-addis- ababa https://et.usembassy.gov/education-culture/study-usa/
62 U.S. Commercial Service U.S. COMMERCIAL SERVICE CONTACT
Yemesrach Kassu, Commercial Specialist U.S. Commercial Service – Addis Ababa, Ethiopia Email: [email protected] Phone: +251111306794
Education & Training Services Guide | 2021 63 FRANCE
Capital: Paris Population: 67,848,156 (July 2020 est.) GDP: 3.097 Trillion USD (2019 est., Purchasing Power Parity) Currency: Euro (EUR) Language: French
UNESCO Student Mobility Number: France has 89,379 students studying abroad according to UNESCO.
CIA World Factbook: 30.24% of the French population is under 24 years of age.
OVERVIEW
In France, the United States is known to be home to some of the world’s best colleges and universities. As English is the language of business and diplomacy in the European Union, there is growing interest in studying in English-speaking countries, such as the United States. The ability to speak English in a professional setting gives French students a competitive edge in the employment market. During the 2019/2020 academic year, 8,471 French students pursued academic study at U.S. colleges and universities, contributing $340 million to the U.S. economy. Accordingly, with a well-thought-out strategy, U.S. academic institutions have a unique opportunity to attract French students.
The number of French students attending school in the United States rose steadily in the 1990s peaking at 7,401 students in 2001/02. After a three-year decline, the number of French students began to rise again in 2007/08. Since then, the number of French students in the U.S. has maintained a slow, steady increase for nearly 10 years; the growth rate even surpassed 5 percent in 2014/15 for the first time since 2010/11. In the 2018/19 academic year, there was a slight decrease of 1 percent and this year the decrease was 2.8 percent.
France is still the eighteenth leading country of origin for students coming to the United States and the fourth leading host country for U.S. students studying abroad. For French students studying overseas, the U.S. is the second-most popular destination (behind the United Kingdom). The United States and France expressed their support for the Transatlantic Friendship and Mobility Initiative, which promotes increased student and junior researcher mobility and exchanges. This initiative aims to double the number of U.S. students going to France and the number of French students coming to the United States by 2025, and it is endorsed by the Association of American Universities, the Association of Public and Land Grant Universities, the Institute of International Education, and NAFSA, the Association of International Educators.
64 U.S. Commercial Service # of Students % Change from # of U.S. Study Abroad Year From France Previous Year Students Going to France 2019/20 8,471 -2.8% n/a 2018/19 8,716 -1.0% 18,465 (+7.4%) 2017/18 8,802 -0.1% 17,185 2016/17 8,814 0.6% 16,462 2015/16 8,764 0.2% 17,214 2014/15 8,743 5.3% 18,198 2013/14 8,302 0.1% 17,597 2012/13 8,297 0.8% 17,210 2011/12 8,232 1.7% 17,168 2010/11 8,098 5.0% 17,019 2009/10 7,716 4.0% 17,161 2008/09 7,421 5.3% 16,910 2007/08 7,050 5.2% 17,250
Note: Study abroad figures from Open Doors reflect credit given by U.S. campuses during the survey year to their students who studied abroad in the academic year just completed, including the summer term.
SUB-SECTORS
Academic Level
There are 8,471 French students studying in the U.S., which comprises 0.008 percent of total international students in the United States. The undergraduate level is the most common time for French students to go abroad, but other levels are also represented. In 2019/20, the breakdown of education levels was as follows: 32.6 percent undergraduate students, 26.9 percent graduate students, 24.6 percent non-degree students, and 15.9 percent OPT (Optional Practical Training).
• Undergraduate: 2,761 students • Graduate: 2,282 students • Non-degree: 2,085 students • OPT: 1,343 students
Fields of Study
In 2019/20: Business/Management 23.5 percent, Engineering 14.2 percent, Social Sciences 10.2 percent, Fine/Applied Arts 5.5 percent, Math/ Computer Science 7.6 percent, Humanities 5.7 percent, Physical/Life Sciences 5.6 percent, Health Professions 1.2 percent, Education .8 percent, Intensive English .6 percent, Undeclared 4.1 percent, Other 21 percent.
Education & Training Services Guide | 2021 65 Community Colleges
Community colleges are an important financial option for French students looking for a U.S. education at a more affordable price. French high school students show a growing interest in community colleges as they are accessible and offer the opportunity to transfer to a university after a couple of years.
Research and Development
Optional Practical Training has contributed to a rise in the overall number of international students in the U.S. because it allows students in science and engineering fields to stay in the country and work for 36 months. This has made studying in America more desirable – particularly for STEM majors.
OPPORTUNITIES
American educational institutions can take advantage of the importance placed on English language abilities as well as the current state of the French labor market. In Q3 of 2020, the unemployment rate in France was 9 percent with a 19.6 percent unemployment rate for those under 25 years old. This has led to a “race for diplomas” among French students. Studying abroad has become a great way for graduates to enhance their resume for future positions.
According to a survey conducted by the Institute of International Education, many French students find the cost of studying in the United States to be a major obstacle. Approximately 87 percent of them believe that tuition fees at U.S. institutions of higher education are very high, particularly in comparison to the low-cost French educational system (for public universities) or ERASMUS programs (European Region Action Scheme for the Mobility of University Students) in other European countries. Therefore, in crafting a recruitment strategy, U.S. institutions should consider that studying in the United States represents an important investment for many French students. The high comparative cost of a U.S. education explains why more than half of the French students studying in the United States are also scholarship recipients. However, when compared to other potential study destinations, most prospective students from France perceive the United States to have a superior education system (81 percent).
DIGITAL MARKETING STRATEGIES
1. What platforms do students in your country use most? Facebook, YouTube, Instagram, Twitter, LinkedIn but also Pinterest, TikTok, and Snapchat 2. What are the most popular social media sites for students in your country? YouTube. Instagram is becoming more popular for students under 25 years old. TikTok is also used by high school students 3. How do students in your country research information on any given topic? Google, YouTube (for tutorials) 4. What platforms do students use to search for job opportunities? LinkedIn, Indeed, and Keljob 5. What platform is the most popular for streaming videos in your country? YouTube
66 U.S. Commercial Service 6. What platforms do in-country schools and competitor countries use to reach students in your country? Instagram / YouTube (less and less Facebook and Twitter) 7. How do students and parents in your country receive information about educational opportunities? Via the local CIO but also from the fairs organized by L’Etudiant and Studyrama 8. Please provide recommendations for U.S. study state consortia and/or educational institutions as they build on their digital outreach strategies in your country? Contact the U.S. Commercial Service and EducationUSA
EVENTS
• Studyrama International Studies Fair, Virtual events- Nov/Dec/Jan 2021: https://www.studyrama.com/salons/ • Salon Go Study Abroad, Virtual events - Oct/Nov 2021: https://www.letudiant.fr/espace- pro/decouvrez-l-etudiant/l-etudiant-a-l-international.html • Council of International Schools - University Exploration Day - France: June 2, 2021 https://www.cois.org/colleges-and-universities/student-recruitment/europe
RESOURCES
• U.S. Commercial Service – France: https://www.trade.gov/france • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Fulbright Commission: https://fulbright-france.org/
U.S. COMMERCIAL SERVICE CONTACT
Isabelle Singletary, Commercial Specialist U.S. Commercial Service – Paris, France Email: [email protected] Phone: +33 01 43 12 70 63
Education & Training Services Guide | 2021 67 GERMANY
Capital: Berlin Population: 83,190,556 (Destatis) GDP: 4.5 Trillion USD (2019 est., Purchasing Power Parity) Currency: Euro (EUR) Language: German (official)
UNESCO Student Mobility Number: Germany has 122,538 students studying abroad according to UNESCO.
CIA World Factbook: 22.70% of the population in Germany is under 24 years old.
OVERVIEW
Germany, with a population of 82.7 million, boasts the largest economy in the European Union (EU). Germans are well-educated, and students see experience abroad as a key advantage when competing for employment and additional educational opportunities. Over 90 percent of Germans study English, which is the first foreign language Germans learn in school. English language courses are mandatory for almost every German student, the degree of difficulty depending on the school level. English is taught in primary school starting in the third grade or earlier. Employers generally prefer job applicants with international experience.
SUB-SECTORS
Higher Education
According to the Open Doors 2020 report, COVID-19 had an overall negative effect on foreign enrollment in the U.S., with a 1.8 percent decline in higher education compared to 2018/2019. Nevertheless, the number of German students enrolled (9,242 students) in U.S. higher education reflects a 0.6 percent increase compared to the previous academic year. This increase does not consider that the COVID-19 impact on the western world started in March 2020, which is near the end of the academic school year. All students who had to return earlier were not counted. Thus, the 2020/2021 academic year will reflect a much larger decline in enrollment.
Undergraduate
33.7 percent of Germans studying in the United States are enrolled in undergraduate courses (3,094 students), which is an increase of 0.8 percent compared to the 2018/2019 academic year.
Community College
Community colleges have become more popular during the last few years for Germans due to the financial advantage, as well as the simplified application process. The fact that it is possible for
68 U.S. Commercial Service Germans to register at a community college without the “Abitur” requirement (an examination required to be eligible to attend a German university) also renders community colleges as an attractive option.
Graduate Education
27.3 percent of Germans studying in the United States are enrolled in graduate courses, an increase of 1.7 percent compared to 2019.
Secondary Education
In the academic year of 2019/2020, 4,913 German high schoolers participated in an exchange program.
Professional Training Services
During the 2019/2020 academic year, 8.3 percent of German students in the United States pursued optional practical training, which is a decrease of 5.2 percent compared to 2018/2019.
Non-degree
30.7 percent of Germans studying in the United States in 2019/2020 attended non-degree programs such as English language or short-term studies, which represents a 16.8 percent decrease compared to the previous year (2018/2019).
OPPORTUNITIES
Undergraduate and Graduate
Studying in the United States is particularly attractive to German students of engineering, business and management, math, and social sciences.
One of the most effective ways for U.S. universities to attract German exchange students is to form a partnership with a German university. These partnership agreements facilitate the exchange of students and the recognition of course credits between the partner institutions.
As European universities implement the Bologna Process, which is meant to ensure more comparable, compatible, and coherent systems of higher education in Europe and shift to a three- tier bachelor/master/doctorate system of education, European credits and degrees are becoming easier to compare with those of U.S. universities. However, a couple of obstacles for German students planning to study in the United States remain. Cost is the most frequently quoted barrier, especially because education in Germany is free. Also, German students who have been accepted to study in the United States are required to obtain a student visa before departure.
U.S. educational institutions should consider working with exchange organizations in Germany such as the German Academic Exchange Service (DAAD) and the Fulbright Commission, as well
Education & Training Services Guide | 2021 69 as private sector recruiters and advisors. There are also several events focused on student recruitment, listed at the end of the report, which take place in Germany.
Community College
German students with no “Abitur” (an examination required to be eligible to attend a university in Germany) are qualified to apply to a community college in the United States. Transfer Degree Programs are a possible option for those students since the costs are lower than those of a four- year college, as an Associate Degree is unfortunately not recognized in Germany.
Non-Degree
Germany offers strong recruitment opportunities for short-term programs thanks to Germany’s English language proficiency, high per capita income, strong business ties between thetwo countries, and a well-established secondary exchange program. The average program length for Germans attending intensive English programs in the U.S. is 12.1 weeks.
Secondary Education
Most German high school students prefer to study in an English-speaking country, with the United States and Canada being the most popular study abroad destinations. 87.7 percent of German high school exchange students stay in the United States for the whole academic year.
Online Programs
Due to the flexibility, possibility to work full-time, and the “virtual presence” factor, online education is very popular in Germany, and this trend is expected to continue. According to the DAAD, almost half of German universities switched exclusively to virtual learning in the 2020 summer semester (47 percent), and almost as many to a mixed model of in-person and virtual learning.
Research and Development
Education and research are major priorities for the major priorities of the German federal government. The Pact for Research and Innovation's ('Pakt für Forschung und Innovation') objective is to stabilize and increase funding for the main non-university research organizations (Fraunhofer-Society, Helmholtz-Association, Max-Planck-Society, Leibniz-Association, German Research Foundation) with 5 percent annual funding increases. The increases in funding are tied to research policy objectives that are also included in the Pact. Federal and Laender (state) governments have agreed to continue the Pact for Research and Innovation until 2030. Funding will increase by 3 percent annually initially until 2025.
Professional Training Services
German companies tend to use private trainers to train employees rather than providing in- house training. The German Association for Coaching and Training (www.dvct.de), with more than 1,600 members, evaluates and certifies training courses to ensure quality. A significant difference between the American and German training services market is that German contracts usually stipulate a fixed base fee rather than working on commission. The best strategy for a U.S. company interested in entering the German training services market is to find a German partner with whom to collaborate.
70 U.S. Commercial Service DIGITAL MARKETING STRATEGIES
The most popular online platforms that German students use are social media platforms. 1. The most popular social media sites include Instagram, WhatsApp, and Snapchat. 2. Students often research information on any given topic through Google and other search engines. 3. The platforms that students use for job opportunities include Indeed, LinkedIn, Stellenwerk, university platforms, and university bulletin boards 4. The most popular streaming services in Germany include YouTube, Netflix, and Amazon Prime. 5. In-country schools and competitor countries use information events at universities or schools, websites, emails, and social medial channels to reach German students. 6. Parents and students mainly receive information about educational opportunities through the internet and email. 7. It is recommended for U.S. study state consortia and/or educational institutions to use social media platforms like LinkedIn in their digital outreach strategies.
EVENTS
• Learntec (June 22-24, 2021, Karlsruhe): www.learntec.de/en • Zukunft Personal (April 20-21, 2021, Stuttgart): www.zukunft-personal.de/en • Didacta (May 17-21, 2021, Stuttgart): www.messe-stuttgart.de/didacta/en/ • EducationUSA: https://educationusa.state.gov • QS World MBA Tour: www.topmba.com/events/qs-world-mba-tour • International College Days: https://collegedayfairs.org/germany-2020 • Jugendbildungsmesse: https://jugendbildungsmesse.de/
RESOURCES
• U.S. Commercial Service, Germany: www.trade.gov/germany • Deutscher Akademischer Austauschdienst (German Academic Exchange Service): www.daad.de/en • Fulbright Kommission: www.fulbright.de • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services
U.S. COMMERCIAL SERVICE CONTACT
Ulrike Riegeler, Commercial Specialist U.S. Commercial Service – Frankfurt, Germany Email: [email protected] Phone: +49 69 7535 3157
Education & Training Services Guide | 2021 71 GHANA
Capital: Accra Population: 29,340,248 (July 2020 est.) GDP: 164.64 Billion USD (2019 est., Purchasing Power Parity) Currency: Cedis (GHC) Language: English (official), Asante 16%, Ewe 14%, Fante 11.6%, Boron (Brong) 4.9%, Dagomba 4.4%, Dangme 4.2%, Dagarte (Dagaba) 3.9%, Kokomba 3.5%, Akyem 3.2%, Ga 3.1%, other 31.2% (2010 est.)
UNESCO Student Mobility Number: Ghana has 15,962 students studying abroad according to UNESCO.
CIA World Factbook: 56.08% of the Ghanaian population is under 24 years old.
OVERVIEW
Ghana has become an increasingly important market for sending international students abroad for education over the past seven years. The number of Ghanaian students enrolled in degree programs abroad climbed from 8,964 in 2012 to 17,525 in 2020 (UIS) – an increase of 57 percent. Economic development, rising income levels, population growth, and demand for higher education, are factors that likely contribute to student mobility from Ghana, as are existing quality shortcomings in domestic higher education and the fact that the English language abilities of Ghanaians facilitate study abroad. While competition over the limited number of available slots at Ghana’s public universities is fierce, most private institutions are of lackluster quality – a situation that creates incentives for study abroad, especially among more affluent Ghanaians. High youth unemployment and a lack of economic opportunities are other factors driving young Ghanaians overseas.
Increased availability of scholarships for African students, including Ghanaians, no doubt also plays a role. Study abroad scholarships for students from Ghana are provided by the Ghanaian government, as well as by countries like China, Germany, Japan, Ukraine, and Russia. China, for example, has funded more than 1,000 scholarships to Ghanaian students and over 30,000 scholarships to African students in general.
SUB-SECTORS
Percentage by Sector % % Change in Sector Sector (Open Doors Report) (2019/2020) (2019/2020) Undergraduate 25.60% 0.9% Graduate 41.80% 21.3% Non-degree 2.50% 20.8% OPT 10.00% 17.6% Community College 4.00% 0.8%
72 U.S. Commercial Service Percentage by Sector % % Change in Sector Sector (Open Doors Report) (2019/2020) (2019/2020) Online Programs 1.30% 0.2% Research And Development 1.70% 0.6% Professional Training Services 1.90% 0.8% Education Technology 0.80% 0.2%
Top Areas of Study for Ghanaian Students
Major Field of Specialization 2018/2019 Business and Management 25% Engineering 15% Fine and Applied Arts 9% Health Professions 4% Humanities 15% Math/Computer Science 15% Physical and Life Sciences 15% Other Fields of Study 2%
OPPORTUNITIES
Ghana is now ranked second for sending students from the Sub-Saharan African region to the United States. Ghana is among the top 25 countries that sends graduate students abroad for further education. The free senior high school policy currently deployed in Ghana has created an opportunity for increased undergraduates’ interest in being educated outside of Ghana.
Ghanaian students who study at colleges and universities across all 50 states in the U.S. continue to share the success stories with contacts in Ghana that continues to increase the desire in students to study abroad. Ghana experienced an 18.5 percent increase in the number of U.S. students who study abroad in Ghana and maintained its spot as the second preferred destination in Sub-Saharan Africa, which opens opportunities for exchange programs between Ghana and the U.S.
DIGITAL MARKETING STRATEGIES
Most students in Ghana use social media platforms. Social media has gained a lot of interest in the young population of the country and has become the go-to tool for disseminating information. The most popular social media sites are: Facebook, Twitter, Instagram, LinkedIn, WhatsApp, WeChat, and Snapchat. These are the same platforms used by in-country schools and competitor countries to reach and recruit students. While Facebook Live, YouTube, and Instagram are the most popular for streaming videos in Ghana.
Education & Training Services Guide | 2021 73 When searching for information, students typically use the Google search engine and similar research tools. The following resources are typically used when searching for job opportunities:
• www.Jobbermanghana.com • www.jobwebghana.com • www.nyu.edu • www.buzzghana.com
Students and their parents received information about educational opportuniites from student seminars, education fairs, and educational counseling sessions.
EVENTS
• Worldview Education Fairs: https://educationfair.findadmission.com/ • Various embassy education fairs • ISN Expo: https://isnexpo.com/ • CSI Education Fairs: https://www.eventbrite.com/e/csi-education-fair-2019- tickets-72230839385
RESOURCES
• U.S. Commercial Service – Ghana: https://www.trade.gov/ghana • U.S. & Foreign Commercial Service Global Education Team: trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services • EducationUSA/Fulbright: https://gh.usembassy.gov/education-culture/educationusa- center/ • World Education News and Review: https://wenr.wes.org/2019/04/education-in-ghana • UNESCO Institute for Statistics: http://data.uis.unesco.org/index.aspx?queryid=172 • UHY Articles: https://www.uhy.com/the-worlds-fastest-growing-middle-class/
U.S. COMMERCIAL SERVICE CONTACT
Rita Adubra Asante, Commercial Specialist U.S. Commercial Service – Accra, Ghana Email: [email protected] Phone: +233302741715
74 U.S. Commercial Service GREECE
Capital: Athens Population: 10,607,051 (July 2020 est.) GDP: 319.334 Billion USD (2019 est., Purchasing Power Parity) Currency: Euro Language: Greek
OVERVIEW
Greece, per its constitution, offers free education as a right to all citizens. Education is compulsory for all children between the ages of 6 and 15 years old. The education system is divided into early education and care for children up to the age of 6 years old, primary education for school children between the ages of 6-12 years old, and secondary education for teenagers between the ages of 12-18 years old. There is also higher education for those wishing to attend university and lifelong learning for adults. Most students in Greece attend public schools at all levels, for which there are no tuition fees. Less than 10 percent of the student population is enrolled in private schools.
Over the years, the Ministry of Culture, Education, and Religious Affairs has made significant changes in adopting recent scientific findings and/or acclaimed education models of other countries worldwide. That was the goal for the new Greek government elected in July of 2019, which proceeded to enact many changes within the structure of the Ministry itself, reinforcing educational material and improving the teachers’ evaluation system. The current government, already intent on accelerating the digitization of government and society before the COVID-19 pandemic, made rapid progress during the pandemic to integrate more online and digital resources.
Reflecting increased interest in strengthening educational links between Greece and the United States, the Ministry of Education announced a partnership in 2020 with the Institute of International Education (IIE) to launch the International Academic Partnership Program (IAPP) Greece. As a result of the COVID-19 pandemic postponing travel plans, an online forum of this partnership was held in July 2020 with Greece’s Prime Minister, Minister of Education, and Greek higher education institutions (HEIs) joining more than 20 U.S. universities and IIE representatives.
SUB-SECTORS
Higher Education
Higher education in Greece is free to the public. There are 25 institutions of higher education in Greece, divided between universities and technical institutes. Popular majors include law, medicine, tourism, economics, shipping, and other academic areas, with most disciplines taking four years. There are some longer programs such as polytechnics and medicine. The sector also includes schools that provide diploma degrees with shorter years of total study.
According to the Open Doors 2020 survey findings published by the Institute of International Education (IIE), thousands of Greek students have chosen the U.S. for their studies, with a total
Education & Training Services Guide | 2021 75 of 2,489 Greek students studying at U.S. institutions during the 2019/20 academic year. Almost half (1,132) attended graduate programs, 793 students attended undergraduate programs, and the rest attended other, non-degree programs. The report also shows a growing number of Americans are choosing Greece as a destination for study. Greece welcomed a total of 5,834 U.S. students during the 2018/19 academic year, marking an increase of 11.7 percent compared to the previous year and making it the 12th ranked study abroad destination for U.S. students.
Graduate and Undergraduate
While most graduate and undergraduate study in Greece is in public institutions, there is a notable exception. The American College of Greece (ACG) is the oldest U.S.-accredited college in Europe and the largest private college in Greece, located in Athens, the capital city. It has three divisions: Pierce (secondary education), Deree (undergraduate and graduate), and ALBA (graduate). With very competitive graduate (ALBA) and undergraduate programs, Deree enrolled 4,197 undergraduate and graduate students in Fall 2020.
Secondary Education
In secondary education, there is the Athens College (Hellenic American Educational Foundation) and Pierce, part of the ACG institution, two of the strongest schools in the education field with U.S. connections. Both schools not only give the opportunity to students to participate at the National Exams, but also provide IB programs so students can go on to some of the finest schools abroad.
Online Programs
The COVID-19 pandemic has helped raise the importance of online programs as an alternative to traditional education. At the same time, the Ministry of Education has been integrating online education options into its pandemic response with the help of U.S. online education platforms and U.S. technology companies. While online programs are increasing student engagement, this is not a new area for Greece. For over 20 years, Greece has offered the Greek Open University (EAP) as an opportunity for students to participate in graduate and/or undergraduate programs through distance learning.
OPPORTUNITIES
For over 100 years, the United States and Greece have engaged in cross-cultural educational exchange and cooperation. Educational ties are renewed every year as thousands of U.S. and Greek citizens participate in cross-cultural educational programs in each other’s nations. English is the first foreign language in the Greek education system and is taught in private kindergartens and primary schools starting in grade one. Education abroad has long been a key consideration for Greek high school graduates, with the UK attracting the largest number of Greek students. The U.S. has seen a steady and consistent number of Greek students studying abroad, while Greece itself is attracting more inbound U.S. students. More interaction between U.S. students and Greek institutions may contribute to greater outbound students to the United States. As a European Union member state and close ally of the United States, there are no significant barriers preventing students from studying in the U.S., aside from tuition and travel costs.
76 U.S. Commercial Service Best prospects for studying in the U.S. include intensive English language training programs (summer programs for both students and adults), programs in business administration, work/ study programs, e-learning, and undergraduate and graduate degrees.
Distance e-learning programs are likely to see increased opportunities, as changes since the start of the COVID-19 pandemic have introduced many more students to this format. Summer online courses, as well as year-round courses, may appeal to local students.
Greek education partners have participated in Virtual Education Fairs (VEF) organized by the U.S. Commercial Service with U.S. education institutions. Virtual programs are a cost-effective way for U.S. education institutions to market their services in Southeast Europe. The lack of agents and consultants in Greece makes it harder for Greek students to research education options in the U.S. Greek public schools are limited in the assistance they provide; however, private schools do assist students. Fulbright Greece has an EducationUSA office that also provides counsel.
DIGITAL MARKETING STRATEGIES
The most popular social media sites in Greece are Facebook and Instagram, with TikTok increasing in users. The most common platform used by schools to connect with their students is WebEx. Private schools also use Microsoft Teams, Blackboard, ManageBac, and Zoom. Greek students use Google for their research, but private institutions also provide their students with access to platforms like Euromonitor, EBSCO, Statista, and the Economist as extra academic information sources. Moreover, private institutions maintain digital libraries for research. Greek public universities use an Integrated Library System and are connected in a common database such as OPAC, which allows access to digital libraries abroad for more advanced searches. Job opportunities are announced online through LinkedIn and KARIERA - a Greek job search platform. The most popular platforms for streaming videos are YouTube and Netflix. Schools advertise their programs through TV ads and social media. Moreover, some schools organize career days. Greece, being a small country, gives easy access for parents to receive educational information, especially if they live in Athens or Thessaloniki, the country’s two largest cities.
Greece has a large diaspora in the United States. Outreach to diaspora organizations and local Greek Consulates in the U.S. may help attract more Greek students. Virtual forums and education fairs may be additional ways to increase visibility in the Greek market.
EVENTS
There are no major education fairs in Greece. Private schools and embassies organize forums that allow for matchmaking between local students and foreign universities. There have been ad hoc events developed with the U.S. embassy to promote study in the U.S.
RESOURCES
There are many education institutions in Greece that share a U.S. connection. Below you may briefly see U.S. affiliated schools and educational programs in Greece:
• Fulbright Foundation in Greece • American School of Classical Studies at Athens • The American College of Greece
Education & Training Services Guide | 2021 77 • ALBA Graduate Business School • American Farm School/Perrotis College • Anatolia College/American College of Thessaloniki • University of Indianapolis • College Year in Athens • Hellenic-American Educational Foundation (Athens College-Psychiko College) • Hellenic American University • Hellenic American College • Pinewood-American International School of Thessaloniki • American Community Schools (ACS) • City Unity College • New York College • International School of Athens • Arcadia University in Greece • School of American Law for Greece and Cyprus IIT Chicago Kent College of Law
Web Resources
• https://trade.gov/greece • https://trade.gov/education-industry • www.trade.gov/professional-and-business-service • https://www.fulbright.gr/en • https://www.iie.org/opendoors/ • https://gr.usembassy.gov/ • https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Education_and_ training_in_the_EU_-_facts_and_figures
U.S. COMMERCIAL SERVICE CONTACT
Maria Georgousi, Commercial Specialist U.S. Commercial Service – Athens, Greece Email: [email protected] Phone: +30-6942474955
78 U.S. Commercial Service HONG KONG
Capital: Hong Kong Population: 7,249,907 (July 2020 est.) GDP: 449.299 Billion USD (2019 est., Purchasing Power Parity) Currency: Hong Kong Dollar (HKD) Language: Cantonese (official), English (official), Mandarin (official)
OVERVIEW
Hong Kong had a total of 6,778 students studying in the United States during the 2019/2020 academic year, with 58 percent of these students at the undergraduate level. Hong Kong parents have a history of sending their children abroad, and this trend is likely to increase in the near term. Inquiries about sending students to U.S. high schools have increased significantly. Interest in overseas education by parents is partly due to political instability and partly due to the work prospects that come with a U.S. education. In addition, as the University Selection Process in Hong Kong is extremely competitive; it has led some students to seek overseas education outside of Hong Kong, and the U.S. is one of the major study destinations.
On the other hand, the Hong Kong government has invested a lot of resources to create initiatives to promote STEM education and boost the talent in financial technology. For instance, the Hong Kong government announced that US $64 million will be deployed over the next three years to local high schools for the procurement of education-related technologies, course materials, and trainings programs. Moreover, the government organization, Cyberport, has been partnering with MIT and the University of Chicago Booth School of Business to offer a Fintech Bootcamp to local university students. The government is open for future collaboration with U.S. EdTech companies and universities.
SUB-SECTORS
Secondary Education
The demand has been growing tremendously for Hong Kong parents to find opportunities for their children to study in U.S. boarding schools. Parents are now interested in their children starting at boarding school at an earlier age than was historically the case (Grade 7 or 8).
Community College
There is an emerging market for two-year community colleges, where admission requirements are comparatively lower. Hong Kong students tend to be more interested in community colleges with guaranteed transferable credits to universities, particularly those schools with established paths to transfer to top tier four-year colleges in the U.S.
Undergraduate
There is high demand among Hong Kong students to study in American four-year undergraduate programs. 58 percent of the 6,778 Hong Kong students studying in the United
Education & Training Services Guide | 2021 79 States during the 2019/2020 academic year were pursuing undergraduate studies. Some of the popular majors include business, engineering, and the humanities. An increasing number of students are also pursuing degrees in journalism, media studies, and computer science in the U.S.
Graduate Education
Compared to undergraduate programs and secondary education, the demand by local students for graduate education is comparatively lower. During the academic year 2019/2020, 20 percent of the Hong Kong students studying in U.S. were graduate students. Outreach to these prospective students is difficult because many of them do their own independent research for schools online and apply directly, without working with education recruitment agents or attending seminars to learn more about graduate education programs.
Online Programs
There is a high demand for online programs, especially since the Covid-19 period when social distancing measures have been put in place. Hong Kong vocational schools, professional institutions, and extension schools of local universities are very interested in collaborating with U.S. universities to provide online bachelor's degrees, graduate degrees, and executive training programs to local students and professionals in the industry. Hybrid programs are also another opportunity for cooperation between local and U.S. schools.
Research and Development
The Hong Kong government has introduced a number of policies and allocated over one hundred billion dollars to support a series of measures for the research and development of innovation and technology. In 2019, Hong Kong Science & Technology University joined force with Johns Hopkins, Harvard, Stanford Medical School, and University College London to set up the city’s first international research center on dementia and other neurodegenerative diseases.
Professional Training Services
There is a high demand for professional training or short-term executive education programs from the extension schools of local universities, Hong Kong vocational schools, the government- funded academy, and organizations, especially in the fields of digital transformation, innovation, financial technology, AI, blockchain, and data science.
Education Technology
There is a growing demand for education technology from local high schools, as the Hong Kong government has announced that it will deploy US $64 million over the next three years to local high schools to procure education-related technologies, course materials, and training programs to promote STEM education.
DIGITAL MARKETING STRATEGIES
U.S education institutions can consider promoting their programs to local prospective students through digital marketing. Some of the most used social media platforms for Hong Kong students
80 U.S. Commercial Service include Facebook, LinkedIn, YouTube, and Instagram. Facebook, YouTube, and Instagram are especially popular for streaming videos in Hong Kong. When students research information or search for job opportunities or programs of study overseas, they use Google as a search engine, as well as LinkedIn, Indeed.com, and Jobsdb.com, and also look at the schools’ websites and Facebook pages. Students and parents usually receive education opportunities via Facebook, email, SMS messages, and e-newsletters. The educational institutions in Hong Kong and foreign countries use Facebook, e-newsletters, LinkedIn, and Instagram to promote their education programs and seminars to parents and students in Hong Kong.
EVENTS
• Education and Career Expo (annual): http://m.hktdc.com/fair/hkeducationexpo-en/ HKTDC-Education-and-Careers-Expo.html • Hong Kong International Education Expo (annual): http://www.newayfairs.com/EN/ EventCalender.asp • Hong Kong Virtual Education Fairs (4 times annually) - Organized by the U.S. Commercial Service office in Hong Kong. Participating U.S. academic institutions come from the following segments: • U.S. undergraduate/four-year colleges • U.S. community colleges • U.S. summer study abroad programs • U.S. technical and vocational colleges
RESOURCES
• U.S. Commercial Service – Hong Kong: https://www.trade.gov/hong-kong U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • EducationUSA: http://educationusa.hk/index.php
U.S. COMMERCIAL SERVICE CONTACT
Joanna Lam, Commercial Specialist U.S. Commercial Service – Hong Kong Email: [email protected] Phone: +852 2521-3721
Education & Training Services Guide | 2021 81 HUNGARY
Capital: Budapest Population: 9,771,827 million (2020) GDP: 321.869 Billion USD (2019 est., Purchasing Power Parity) Currency: Hungarian Forint (HUF) Language: Hungarian
UNESCO Student Mobility Number Hungary has 14,983 students studying abroad according to UNESCO.
CIA World Factbook 25.14 percent of the Hungarian population is under 24 years of age.
OVERVIEW
Education in Hungary is predominantly public and supervised by the Ministry of Human Capacities. Secondary education includes three traditional types of schools focused on different academic levels: grammar schools, secondary vocational schools, and technical schools, which prepare students for vocational education and for work. The system is flexible and bridges exist – graduates from a vocational school can have access to vocational higher education with a two- year supplementary program. Students study two foreign languages at grammar schools. Many of these grammar schools teach foreign languages intensively – 10-12 classes weekly – offering a language preparatory year called “0 grade.”
Language teaching starts in elementary schools in grade 4. Students have two language classes weekly, and English or German are the top two languages. Grade 5-8 students have three/ four language classes weekly. In bilingual public schools biology, history, or math are taught in a foreign language (mostly English or German). Foundation-schools function with tuition fees ranging between US$ 300-700 monthly. Here, students receive an excellent education, especially in subjects such as foreign languages, IT, arts, and other skills public schools are unable to provide.
Most of the Hungarian universities are public institutions, traditionally without tuition fees. The Hungarian public tertiary education system includes universities and other higher education institutes. They provide both education curricula and related degrees up to PhD and also contribute to research activities. International faculties of prestigious Hungarian universities accept foreign students for BA and MA degrees and Erasmus/Erasmus+ studies in certain fields such as medical, science and technology, and business studies. Hungary's higher education and training was ranked 44 out of 148 countries in the Global Competitiveness Report 2018.
Today, there are close to 80 higher education institutions in Hungary with 280,000 students, ranging from small colleges to top research universities. 87 percent of universities and colleges are supervised by the state, 8 percent by the church, and 5 percent by foundations. In accordance with the objectives of the Bologna process, the degree structure of tertiary education is based on three cycles. Nearly all study fields lead first to a Bachelor’s degree (usually 3 years), and after another two years of study, to a Master’s degree. However, there are some exceptions: medicine,
82 U.S. Commercial Service pharmacy, dental and veterinary studies, architecture, law, teacher training, and certain arts-, crafts- and design-related study programs which retain a long single-cycle structure of 5 or 6 years of study. A four-year doctoral program is a post-graduate course to follow any Master’s or equivalent qualification.
Hungary has a long tradition of higher education, including the University of Pécs, Eötvös Loránd University, the Budapest and Debrecen Medical University, and the Budapest University of Technology. Hungary attracts foreign students from both EU and non-EU countries, mostly to the above-mentioned universities. Three quarters of the students studying in Hungary arrive from ten countries, while one quarter of the students arrive from another 100 countries. The majority of the foreign students in Hungary come from Germany, Iran, Norway, Israel, and Sweden, while the majority of guest students are citizens of the neighboring countries, mostly from Romania, Serbia, and Slovakia. During the 2018/2019 academic year, the total number of foreign students studying in Hungary was 18,256 compared to 14,491 during the 2014/2015 academic year. The figure is increasing as a result of affordable tuition fees, low living costs (within the European Union and Schengen area), a high level of scientific education, and easier admission procedures. Many education programs are offered in English and/or German. Study visas are easier to acquire than in other European Union and Schengen Member States. Lastly, education in Hungary leads to employment opportunities in the European Union (during education years and upon graduation).
The two waves of the COVID pandemic in Hungary have re-written plans in the education sector. All schools had to switch to digital education starting mid-March 2020 through the end of the academic year (mid-June 2020). The new school year started in a traditional way in September, but the government announced remote education again as of November 11th. This includes all secondary schools and universities. The first half of the academic year will be completed in this form.
Government Education Initiatives
The government of Hungary considers education as the primary means of sustainable economic and talent development, social mobility, national cohesion, and social development.
Based on a government decree, Hungarian grammar school students are eligible for a free two-week language course, after completing grades 9 and 11, to take place during the summer vacation as outlined in the “Foreign Language Study Program” implemented in 2019. Roughly 140,000 grammar school students learning English can participate in fully financed language programs starting from the 2019/2020 academic year in the U.K., Malta, and Ireland. German language students can go to Germany and students studying French can go to France. The program will start with a delay due to the pandemic.
Challenges and Gaps
The number of Hungarian students studying abroad for college/university has decreased by -8.7 percent. Hungarian students studying in the U.S. increased by 7 percent from the 2018/2019 to the 2019/2020 academic year. During the 2019/2020 academic year, 724 Hungarian students studied in the U.S., including bachelor’s, master’s, and PhD degrees.
Education & Training Services Guide | 2021 83 The following barriers prevent Hungarian students from studying in the United States: high tuition fees, relatively high living expenses, and securing a visa. For a comparison, tuition for a Hungarian public university is approximately $1,000- $3,000 per academic year.
Top Areas of Study for Hungarian Students
Major Field of Specialization 2018/2019 Business and Management 29% Engineering 10.5% Fine and Applied Arts 5% Health Professions 2% Humanities 2% Intensive English 8%
84 U.S. Commercial Service Major Field of Specialization 2018/2019 Math/Computer Science 12.5% Physical and Life Sciences 13% Social Sciences 11% Undeclared or Other Fields of Study 7%
OPPORTUNITIES
Most opportunities exist in recruitment for undergraduate and graduate programs in the United States. There is a high interest in U.S. education, particularly in fields of international business, engineering, and physical and life sciences. Furthermore, many U.S. colleges and universities offer degrees in areas that are not available at local universities.
The best months of the year to recruit students at educational fairs are January through March and September through November.
EVENTS
• EDUCATIO International Education Fair - January 21-23, 2021: https://www.educatioexpo.hu/
RESOURCES
• U.S. Commercial Service – Hungary: https://www.trade.gov/hungary • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services
U.S. COMMERCIAL SERVICE CONTACT
Csilla Viragos, Commercial Specialist U.S. Commercial Service – Budapest, Hungary Email: [email protected] Phone: +36 1 475 4250
Education & Training Services Guide | 2021 85 INDIA
Capital: New Delhi Population: 1.38 Billion GDP: 9.15 Trillion USD (2019 est., Purchasing Power Parity) Currency: Indian rupees (INR) Language: English
UNESCO Student Mobility Number: India has 375,055 students studying abroad according to UNESCO.
CIA World Factbook: 43.82% of the population in India is under 24 years of age.
OVERVIEW
The emphasis on higher education in India has never been as relevant as it is today, and this industry has grown significantly in the last two decades. India has one of the largest systems of higher education in the world, following only China and the United States.
Per the University Grants Commission (UGC) (https://www.ugc.ac.in/) statistics of 2020, there are 935 universities in the country, including 409 state universities, 127 deemed-to-be universities (a status of autonomy granted to high performing institutes and universities by the Department of Higher Education), 50 central universities (established by the Department of Higher Education), and 349 private universities. India has 95 Institutes of National Importance (https:// www.education.gov.in/hi/institutions-national-importance-hi), a status that is conferred on a premier public higher education institution in India. Institutes of National Importance receive special recognition and funding from the government of India. In addition, the Institutes of Eminence (IOE) (https://www.ugc.ac.in/ioe/about.aspx) guidelines were launched to empower higher education institutions and assist them in becoming world class teaching and research institutions. Twenty institutions (10 private and 10 public) are now a part of the exclusive group of IOEs. Together they offer a wide range of degree and diploma programs.
The UGC is the regulator providing grants, coordination, and standards for institutions of higher education in India. The higher education sector in India can broadly be divided into two segments - regulated and unregulated. The regulated segment includes central, state, and private universities, private/professional colleges, and technical and research institutions. The unregulated segment includes online education, vocational training, finishing schools, professional development, and training and coaching classes.
India’s higher education system is the world’s third largest in terms of student enrollment, following only China and the United States. The market, however, is experiencing a huge gap between demand and supply. The demand for skills is being driven by the large number of private players, explosive growth of the IT sector, increasing FDI, and other disruptive innovations. Online education, expansion of current institutions, and the establishment of new schools are examples of the rapid growth in this sector.
86 U.S. Commercial Service The GOI recently announced its National Education Policy 2020 (NEP) (https://www.education. gov.in/sites/upload_files/mhrd/files/NEP_Final_English_0.pdf), replacing the three-decade old National Education Policy of 1986. The new NEP is India’s vision statement for transforming the education sector in India. Though policy drafting and implementation will take time, the NEP statement provides insight into India’s priorities. For example, India plans a major shift that will allow foreign universities (those with a top 100 worldwide ranking) to confer degrees and establish campuses in India. Also, students will now be allowed the option of completing their bachelor’s degree in four years (currently it is three years) and can use part of the additional year for research work. This means U.S. schools could see Indian students better prepared for the rigors of their graduate and post-graduate programs. Prime Minister Modi’s recent statements about developing a curriculum that creates global citizens and giving greater autonomy to high- performing Indian education institutions bodes well for greater collaboration between U.S. and Indian schools.
SUB-SECTORS
As per the annual Open Doors Report for the 2019/20 academic year (https://opendoorsdata. org/fact_sheets/india/), 193,124 Indian students (graduate, undergraduate, and Optional Practical Training) were studying in the United States. India is the second-highest source of students coming to the United States. Students from India make up approximately 18 percent of the total foreign student population in the United States. Of the Indian student population in the U.S., 44.1 percent are graduate students, 13 percent are undergraduate students, 0.9 percent select other programs, and 42 percent are classified as pursuing OPT (Optional Practical Training). In 2019/20, the number of Indian students in the U.S. dropped by 4.4 percent.
Graduate
India is a strong market for U.S. graduate institutions, with Indian students accounting for the second-highest number of foreign graduate students.
Undergraduate
Though there is growing interest in undergraduate studies in United States, limited scholarships and the increasing cost of education are major deterrents. However, with the increase in international schools in India, the interest in undergraduate study in the United States is slowly increasing. In 2019/20, India contributed the second highest number of undergraduate international students to the U.S.
Community Colleges
Community colleges, especially those with transfer programs with reputed U.S. universities, have generated interest among Indian students in recent years. The market is still at a nascent stage and will require more awareness among Indian students.
Secondary Education
At present, the Indian market for U.S. secondary education is underdeveloped. Cultural reasons along with bourgeoning numbers of international schools in India are likely factors in the lack of demand.
Education & Training Services Guide | 2021 87 OPPORTUNITIES
There are several possible opportunities for collaboration between U.S. universities and Indian education institutions, including:
Twinning Programs
In a twinning arrangement, students begin their studies in India and finish with a partner institution overseas. The National Education Policy, which will loosen restrictions for foreign higher education institutions in India, is still in draft mode. If passed, this will be a great opportunity, as many U.S. schools have shown interest in twinning programs with Indian schools.
Student Exchange Programs
Student exchange programs enhance cross cultural exposure and provide a global perspective to students. Exchange students attend courses at overseas universities for a short time, ranging from two weeks to a full term/semester. Indian schools are receptive to working with U.S. institutions for student exchange programs.
Faculty Exchange Programs
Faculty exchange programs allow faculty to teach or conduct research for short periods at an overseas partner university or college. Faculty staff are exposed to varied cultures, while receiving an opportunity to exchange ideas and observe a variety of teaching styles in a different setting.
Joint Research Programs
The purpose of these programs is to advance collaborative research between foreign and Indian universities, while providing opportunities for young researchers to hone their skills. There is currently limited collaboration between universities and industry in India. Indian institutions would like to engage with industry in the development of science parks, incubation centers, and technology transfer units. For this reason, Indian universities are interested in working internationally on systemic support and institutional models.
Representatives and Recruiters
Several U.S. institutions have appointed representatives in India to conduct promotional and student recruitment activities. The U.S. Commercial Service assists U.S. schools in finding the right in-country partner.
Online Programs
According to a recent report, the online education market in India was valued at USD $520 million in 2018 and is expected to reach over USD $4 billion by 2024. The Covid-19 situation will accelerate this trend as Indian schools, like the rest of the world, are now moving to online classes.
Professional Training Services
The Indian professional training services market includes executive education providers and skilling and training companies, as well as Indian schools offering courses to mid-career
88 U.S. Commercial Service professionals. The professional training market has witnessed robust growth in recent years due to high economic growth, a dominant service sector that contributes more than 50 percent of the GDP, and the entry of many new foreign companies into the Indian market. U.S. firms and schools providing professional training services have great potential for establishing strategic alliances with partners in India.
Service Providers
Non-Indian universities can enter into partnerships with Indian education institutions to provide expertise and services such as teaching staff, curriculum development, affiliations, and school administration.
DIGITAL MARKETING STRATEGIES
India is one of the largest and fastest-growing markets for digital consumers, with over 700 million internet subscribers. The Indian government’s Digital India initiative aims to improve digital infrastructure and Internet connectivity. This and other major government initiatives will provide a huge impetus to the digital growth and open opportunities for U.S. companies and schools in India. Most U.S. schools use Massive Open Online Courses (MOOCs) like Coursera, Edx, and Udemy to offer certificate courses online to Indian students. Foreign schools and local international schools have been using social media sites like Facebook, which has over 290 million users in India alone, to promote and advertise various programs. Other social media sites that foreign schools use include Instagram, YouTube, Twitter, LinkedIn, etc.
Though one cannot deny the popularity of digital media, most foreign schools use agents/ private counselors to promote their programs and recruit students in India. The agents/private counselors also use social media platforms like Facebook, WhatsApp, Twitter, etc. to reach out to their student contacts.
It is important for U.S. study state consortia and/or education institutions to take into consideration the 2 percent equalization levy, which is now imposed on foreign institutions rendering online services with a turnover in excess of approximately USD $263,549. The equalization levy is applicable to both business-to-business (B2B) and business-to-consumer (B2C) transactions.
EVENTS
Virtual Education Fairs India: contact Noella Monteiro at [email protected]
RESOURCES
• U.S. Commercial Service India: https://trade.gov/india • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • All India Council of Technical Education (AICTE): www.aicte-india.org • Association of Indian Universities (AIU): http://www.aiu.ac.in/ • Ministry of Human Resource Development (MHRD): http://www.mhrd.gov.in/ • National Assessment and Accreditation Council (NAAC): http://www.naac.gov.in/ • National Council of Educational Research and Training (NCERT): http://www.ncert.nic.in/
Education & Training Services Guide | 2021 89 • University Grants Commission (UGC): http://www.ugc.ac.in/ • Open Doors IIE: https://opendoorsdata.org/fact_sheets/india/
U.S. COMMERCIAL SERVICE CONTACT
Noella Monteiro, Commercial Specialist U.S. Commercial Service – India Email: [email protected] Phone: +91-22-26724000
90 U.S. Commercial Service INDONESIA
Capital: Jakarta Population: 267,026,366 (July 2020 estimate) GDP: 3.19 Trillion USD (2019 est., Purchasing Power Parity) Currency: Indonesian rupiah (IDR) Language: Bahasa Indonesia (official), English, Dutch, local dialects (of which the most widely spoken is Javanese)
UNESCO Student Mobility Number Indonesia has 49,900 students studying abroad according to UNESCO.
CIA World Factbook 40.63% of the Indonesian population is under 24 years old.
OVERVIEW
Indonesia is the world’s fourth most populous country and third-largest democracy. It is an archipelago comprised of over 17,500 islands and is home to 267 million people, 87 percent of whom identify as Muslims, making it the world’s largest Muslim-majority nation on earth. The population is dominated by a young generation; close to 50 percent of whom are younger than 30 years old. The country’s middle class is growing rapidly and is the biggest in Southeast Asia. Indonesia is the world’s 10th largest economy in terms of purchasing power parity and a member of the G-20. Prior to the Covid-19 crisis, Indonesia was able to maintain a consistent economic growth, recently qualifying the country to reach upper middle-income status (source: World Bank https://www.worldbank.org/en/country/indonesia/overview).
Indonesia has compulsory education that lasts nine years, from age 7 to age 16. The primary to post-secondary education academic year begins in July and ends in June. The Indonesian school system is immense and diverse, with over 50 million students and three million teachers in more than 250,000 schools throughout the archipelago. Based on data on Indonesian education statistics, the number of university students was about 7.5 million in 2019 and is projected to grow over 20 percent in the next 2 years.
Universities in Indonesia are largely private. There are three Ministries that supervise and organize the entire system: the Ministry of Education and Culture, the Ministry of Religious Affairs, and the Ministry of Research and Technology. The Education and Culture Ministry oversees state primary, junior, and secondary schools and vocational study; the Religious Affairs Ministry has control of Islamic schools and other religious schools; and the Ministry of Research and Technology is responsible for universities, polytechnics, and research.
Indonesian culture is notable for prioritizing family closeness and connection. Of the major concerns of Indonesian students when considering study abroad, 46 percent of young Indonesian students cited fear of homesickness and 47 percent mentioned safety and security in an AFS survey (www.afs.org). The desire to stay closer to home, in addition to the high cost of tuition/fees at U.S. institutions, has resulted in U.S. institutions losing market share to rivals, especially Indonesia’s neighboring countries like Australia.
Education & Training Services Guide | 2021 91 Australia is the number one choice for Indonesians abroad, largely due to geographic proximity, perceived institutional quality, and English-language instruction. More than 12,000 Indonesian students are studying in Australian higher education institutions. One in four Indonesian students who study at universities overseas choose to study abroad in Australia. Adding students in vocational training to the number pursuing university studies brings the total of Indonesian students studying in Australia to more than 29,000. The most popular courses for Indonesians in Australia are in the fields of management and commerce, society and culture, and engineering and technology. There are also significant increases in students choosing to study education, natural and physical sciences, and agriculture and environmental studies. Malaysia became the second-most popular destination for Indonesian students in 2017, which is reflective of the Indonesian focus on affordability and cultural similarities.
SUB-SECTORS
Indonesia is a huge potential market for U.S. providers of secondary, tertiary, and vocational education. The Indonesian government has made a clear commitment to education. The government has taken steps toward education reforms and greater investment in education in recent years. Significant increases in government spending have led to real gains in terms of secondary enrollment and the number of higher education students has doubled over the last five years. This equates to an increase in the number and quality of students seeking post- secondary education opportunities.
During the 2019/2020 academic year, 8,300 students from Indonesia were studying in the U.S. (down 0.7 percent from the previous year). Indonesia is the twentieth leading place of origin for foreign students studying in the U.S. Over 96 percent of all students that apply for visas are granted them by the U.S. Embassy in Indonesia and 95 percent of Indonesians studying abroad are self-funded. This group of students finances their education privately with financial support from their parents or assistance from overseas relatives. The remaining five percent of students are financed by local universities, companies, government, and scholarships through different grants.
There are two types of high schools in Indonesia: SMA (Sekolah Menengah Atas) and SMK (Sekolah Menengah Kejuruan). SMA students are prepared for higher education, while SMK, as a vocational school, prepares its students to work after finishing school, without higher education. There are many international schools in Indonesia. International schools adopt an international curriculum such as IB (International Baccalaureate) or CIE (Cambridge International Examinations).
Top 5 Academic Majors Chosen by Indonesian Students Studying in the U.S.
Math & Business/ Health Year Engineering Life Science Computer Management Professions Science 2016 31.1% 17.1% 7% 5.6% 1.9% 2017 30.3% 16% 6.5% 7.1% 1.9% 2018 28% 17.8% 6.8% 8.5% 1.9% 2019 27.4% 16.7% 6.5% 10% 1.5% 2020 23.4% 15.1% 6.8% 18.9% 1.8%
Source: Open Door 2020
92 U.S. Commercial Service OPPORTUNITIES
A recent survey conducted by a leading Indonesian newspaper shows that most students perceive academic institutions in the U.S. as offering higher quality education compared to academic institutions in other countries. The U.S. has consistently been a desired destination for Indonesian students seeking to study overseas. U.S. universities and community colleges can become more visible in the Indonesian market through participation in education fairs, including the U.S. Department of State’s EducationUSA Fairs and/or by working with education consultants. Education consultants are very popular with prospective Indonesian students and their parents because they serve as “one-stop-shops” for applying to schools and provide services such as assisting with visa applications and arranging travel and accommodations.
To compete with other countries offering lower tuition, U.S. universities are participating in “1+1”, “1+3”, or “2+2” programs, which enable students to apply credits from the years of study at a local university towards an undergraduate degree at a U.S. university. Studying at U.S. community colleges has also become an increasingly popular option for Indonesian students. Some 40 percent of Indonesians applying for student visas to the U.S. have been accepted at a community college and half of the top 10 school destinations are community colleges.
Finally, vocational schools have increasingly become targets of Indonesian government interest. The Indonesian government is planning to improve the current vocational education system with multiple skill certificates, in which vocational school students can earn certificates after completing training courses in addition to their high school graduation diploma. This system could speed up the process of workforce employment. Data from the Education and Culture Ministry shows that Indonesia currently has more than 13,000 vocational schools, each of which specializes in one of several fields, including tourism, business, maritime industries, and machinery. The Indonesian government has invited business leaders to contribute in an expanded role to shape the curriculum and set the skill standards relevant to the demands of the job market. Business leaders are also expected to provide internship opportunities and on-site training programs for both students and teachers. There may be opportunities for U.S. vocational schools to partner with Indonesian vocational schools to support the development of curricula and establish a presence in Indonesia. In addition, U.S. vocational schools may enjoy increasing appeal as opportunities to gain overseas education and employment experience.
The government supports Indonesian students studying abroad by offering the Indonesia Endowment Fund for Education, abbreviated as LPDP (Lembaga Pengelola Dana Pendidikan). LPDP is a full-ride scholarship from the Indonesian Ministry of Finance for all Indonesian citizens. LPDP has a vision to be the best regional fund management institution to prepare future leaders and encourage innovation for a prosperous, democratic, and just Indonesia. The LPDP service program consists of scholarships, research funding, and fund management (investment). By 2018, there were 4,000 student awardees to go abroad. In total, there are 20,255 students being funded by LPDP scholarships. In 2019, the government funded 50 trillion rupiah for LPDP’s budget.
DIGITAL MARKETING SRATEGIES
The development of digital marketing in Indonesia continues to increase significantly over time. Indonesia’s digital landscape is rapidly growing, with the country’s population of over 260 million people and the rapidly rising number of Internet users. The social media penetration rate in Indonesia is 40 percent. The use of digital media in the education sector in Indonesia has increased tremendously due to COVID-19.
Education & Training Services Guide | 2021 93 In Indonesia, over 530,000 schools have closed amid the coronavirus outbreak, effecting 68 million students from pre-primary through tertiary levels and making the need for effective EdTech extremely urgent. Local platforms, such as “Ruangguru” (an interactive e-learning platform for K-12 students in Indonesia) and “Cakap” by Squline (a tutoring platform for language learning), have grown during this time, but overall, the sector is still emerging.
Increased demand for online learning is driving the growth of Indonesia’s leading EdTech platforms. The most popular EdTech products offer learning management systems for teacher- student collaboration and interactive classroom tools for hosting live teaching sessions, such as G-Suite for Education, Microsoft for Education, Zoom, etc. EdTech is not accessible to all learners, however, and Indonesia’s education system is not well-equipped for quickly scaling up online learning.
Many students in rural areas lack connectivity and many lower-income students lack access to devices needed to use EdTech tools. This contrasts with lower-tech options such as television; according to data from the 2018 national socio-economic survey, 95 percent of students accessed TV in the prior week (96.6 percent in urban and 92.3 percent in rural areas). To help address these equity of access issues, the Ministry of Education and Culture launched educational programming called “Belajar dari Rumah” (Study from Home) on national TV on April 13, 2020.
There are several social media sites that are very popular among students in Indonesia, such as WhatsApp, Instagram, Twitter, Facebook, Linkedln, YouTube, TikTok, etc. Despite increasing demand, Indonesia’s EdTech sector faces major bottlenecks that prevent it from replicating the level of success seen in other technology sectors and in other countries.
Supply-side constraints include:
• Difficult access to funding • High marginal costs, particularly to acquire and retain new customers • A shortage of qualified talent to develop and maintain products
These are coupled with demand-side constraints, including:
• A low willingness to pay from schools and parents • A lack of digital literacy, particularly on the part of education providers • Poor digital infrastructure, which limits connectivity in remote regions and download speeds across the country
EVENTS
Due to the COVID-19 situation in Indonesia, there are not many education fairs available at this time. The below fairs are subject to change, depending on the COVID-19 situation in Indonesia:
• Indonesia International Education & Training Expo 2021 (February 4-7, 2021): https://10times.com/iiete • The International Education Fairs in Jakarta, Medan, and Surabaya - February 26-28, 2021
94 U.S. Commercial Service Due to COVID-19, exhibitors can choose to attend either physically or online. https://www.educationfair.nl/event/international-education-fairs-indonesia/
RESOURCES
• U.S. Commercial Service Indonesia: https://trade.gov/indonesia • U.S. Commercial Service Global Education Team: https://www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • EducationUSA Indonesia: https://educationusa.state.gov/centers/educationusa-us- embassy-jakarta • Ministry of Education and Culture: www.kemdikbud.go.id T: +62-21-570-3303/5790-3020, ext. 2115 • Ministry of Research and Technology: www.ristekbrin.go.id • American Indonesian Exchange Foundation (AMINEF): www.aminef.or.id T: +62-21-5793-9085/86 • Institute of International Education: https://opendoorsdata.org/ • World Bank Blogs: www.blogs.worldbank.org
U.S. COMMERCIAL SERVICE CONTACT
Yulie Tanuwidjaja, Commercial Specialist U.S. Commercial Service – Jakarta, Indonesia Email: [email protected] Phone: +62-21-5083-1000
Education & Training Services Guide | 2021 95 ITALY
Capital: Rome Population: 60,367,477 GDP: 2.56 Trillion USD (2019 est., Purchasing Power Parity) Currency: Euro (EUR) Language: Italian
UNESCO Student Mobility Number: Italy has 75,954 students studying abroad according to UNESCO.
CIA World Factbook: 23.06% of the Italian population is under 24 years of age.
OVERVIEW
In Italy, schools are mainly state schools. Non-state schools may either have a status equivalent to state schools or be private schools. Equivalet (Equal) schools are either privately- or publicly-run (e.g. by local authorities such as Municipalities and Provinces) and have obtained the equivalent status after meeting some specific requirements (law no. 62/2000). These schools are public entities and can confer all official certifications overseen by the Italian education system. Only private schools are not part of the Italian education system and cannot release official certifications.
The state directly finances state schools through funds included in the budget of the Ministry of Education, University, and Research (Miur).
Equal schools, as they are part of the national education system, receive state funds according to specific criteria established by regulations. Regulations also determine that priority must be given to those schools run by non-profit entities (Ministerial Decree of 21 May 2007).
The Higher Technical Education and Training System (IFTS) is financed by the state and co- financed by the regions.
The state directly finances higher education institutions (Universities and Afam - Higher Artistic, Musical, and Dance Training institutions) through funds included in the budget of the Ministry of Education, University, and Research.
The Italian Constitution establishes that education is accessible to everyone and that compulsory education is free (art. 34). At present, compulsory education lasts 10 years (from 6 to 16 years of age). Education, at all levels, is accessible throughout the national territory and Italian is the official language of education.
According to the Institute of International Education’s 2019 Open Doors report, during the 2019/2020 academic year, 6,063 Italian students were enrolled in undergraduate, graduate, OPT, or intensive English programs in the U.S. This was a 0.8 percent decrease from the previous academic year. Italy is also the second most popular host for American students, with 39,043 in the 2018/2019 academic year. Of all U.S. students studying abroad in 2018/19, 11.2 percent
96 U.S. Commercial Service did so in Italy, which saw a 5.7 percent increase in American students. (https://www.usnews. com/education/best-global-universities/slideshows/top-10-study-abroad-destinations-for-us- students?slide=10)
First Cycle of Education
The first cycle of education is compulsory and is made up of primary and lower secondary education. • Primary education (scuola primaria) starts at 6 years of age and lasts 5 years. • Lower secondary education (scuola secondaria di I grado) starts at 11 years of age and lasts 3 years.
Within the first cycle, students pass from one level to the next one without exams. At the end of the first cycle of education, students who pass the final state examination progress directly to the second cycle of education, the first two years of which are compulsory.
Second Cycle of Education
The second cycle of education starts at the age of 14 and offers two different pathways: • upper secondary school education • regional vocational training system (IFP).
The first two years of the second cycle of education are compulsory.
The upper secondary school education (scuola secondaria di II grado) offers both general (liceo) and vocational (technical and vocational) programs. Courses last 5 years. At the end of the upper secondary school education, students who successfully pass the final exam receive a certificate that gives them access to higher education.
The regional vocational training system (IFP) offers three- or four-year courses organized by accredited training agencies or by upper secondary schools. At the end of regional courses, learners receive a qualification that gives them access to second-level regional vocational courses or, under certain conditions, short-cycle courses at the higher education level.
Higher Education
The following institutes offer higher education • Universities (polytechnics included – Polytechnics are institutes that include a faculty of engineering and an architecture faculty, with specialization schools in the various engineering sectors); • High level arts, music, and dance education institutes (Alta formazione artistica, musicale, e coreutica - Afam); • Higher schools for language mediators (Scuole superiori per mediatori linguistici - SSML); • Higher technical institutes (Istituti tecnici superiosi - ITS).
Access to university, Afam, and SSML programs is solely for students with an upper secondary school certificate. The Ministry of Education and individual institutions establish the specific conditions for admission.
Education & Training Services Guide | 2021 97 Courses at ITSs are accessible to students with an upper secondary certificate and to students who have attended a four-year regional vocational course followed by an additional one-year course in the Higher Technical Education and Training System (IFTS). ITS offers short-cycle bachelor’s programs, according to the Bologna structure.
Study Abroad
Studying abroad takes place mainly through the Erasmus program. Students can choose to study abroad at a partner higher education institution (HEI) and to complete a traineeship abroad in an enterprise or any other relevant workplace. The study/traineeship period abroad must be part of the student's study program to complete a degree at a first cycle (Bachelor’s), second cycle (Master’s), or doctoral cycle. A student can receive up to 12 months of Erasmus funding per each cycle of study, independent from the number of periods abroad and types of study.
The Fulbright program, the flagship international educational exchange program sponsored by the U.S. government, is designed to increase mutual understanding between the people of the United States and the people of other countries, such as Italy.
In Italy, the program is administered by the Commission for Cultural Exchanges between Italy and the United States - the U.S.-Italy Fulbright Commission. The U.S.-Italy Fulbright Commission is a bi-national body financed and managed by the U.S. Department of State and the Italian Ministry of Foreign Affairs. Honorary Presidents are the Italian Minister of Foreign Affairs and the United States Ambassador to Italy.
SUB-SECTORS
Higher Education
The number of Italian students studying in the U.S. during the academic year 2019/2020 was 6,063, a 0.8 percent decrease compared to the previous year.
The most popular courses of study for Italian students in the U.S. are business and engineering. An MBA is highly regarded in Italy, and Italian students who enroll in MBAs generally excel at their studies (being used to the rigor of the Italian system).
In 2019/2020, 2,194 students from Italy were enrolled at the undergraduate level (a -2.1 percent decrease from the previous year); 2,155 at the graduate level (decrease of -1.1 percent from the previous year); 795 in non-degree programs (an increase of 2.4 percent from the previous year); and 919 in OPT (an increase of 0.2 percent compared to the previous year).
OPPORTUNITIES
Italy’s demand for U.S. educational services decreased during the last year, probably due to the impact of the COVID-19 pandemic and how it affected student mobility. During the 2019/2020 school year, 6,063 Italian students were enrolled in undergraduate, graduate, OPT, or intensive English language programs in the U.S. In general, the most popular U.S. programs are English as a second language, MBAs, and other graduate and short-term programs that give students the opportunity to live in the U.S., make contacts, and improve their English.
98 U.S. Commercial Service Italian demand for a U.S. education at the undergraduate level is not particularly strong due to the difficulty in transferring credits, as well as the fact that U.S. degrees are notofficially recognized in Italy. Students often prefer flexible graduate programs and one-year study exchange programs as a way to gain international experience, perfect their English, and make contacts abroad, all in a shorter period and at a lower cost. E-learning opportunities are also becoming increasingly popular in Italy, especially for language training and continuing medical education (CME).
Although the cost of education is usually the main barrier, demand remains high as Italians place great value on a U.S. education. Although some financing options do exist, many students are opting for shorter, less expensive programs to study in the United States.
One should note that due to university autonomy and growing internationalization, the number of international agreements between Italian and foreign universities has increased. In order to keep records of such inter-university agreements, a platform was created in 2009 by the Ministry of Education, the Ministry of Foreign Affairs, and the Conference of Rectors of Italian Universities (CRUI).
The Ministry of Foreign Affairs contributes to the internationalization of the university system through agreements and specific projects, funding for the mobility of researchers within bilateral programs, and awarding grants and allowances for post-graduation programs and for scientific and technological initiatives, which are always included in bilateral programs.
The Ministry of Foreign Affairs publishes scholarship offerings, coming from several states and some international organizations, for attending courses at universities or higher education institutions abroad; for conducting research in public archives, cultural centers, libraries, and laboratories; and for attending language courses at specialized language centers.
Finally, the Ministry of Foreign Affairs has stipulated bilateral and multilateral agreements with several EU and non-EU states for the recognition of qualifications in order to allow students to have the opportunity for the maximum international experience without prolonging the duration of studies.
EVENTS
• Bologna Children's Book Fair: http://www.bookfair.bolognafiere.it/ • Salone Internazionale del Libro di Torino: http://www.salonelibro.it/
RESOURCES
• U.S. Commercial Service Italy: https://trade.gov/italy • U.S. Commercial Service Global Education Team: https://www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Italian Ministry of Education, University and Research: http://www.miur.gov.it/ • EACEA National Policies Platform: https://eacea.ec.europa.eu/national-policies/eurydice/ • Fulbright Italy: http://www.fulbright.it/ • Open Doors IIE: https://www.iie.org/ • Italian National MBA Association: http://www.nova-mba.org
Education & Training Services Guide | 2021 99 • Unesco Institute for statistics: http://uis.unesco.org/en/uis-student-flow • The World Factbook: https://www.cia.gov/the-world-factbook/countries/italy/ • U.S. News & World Report: https://www.usnews.com/education/best-global- universities/slideshows/top-10-study-abroad-destinations-for-us-students?slide=10
U.S. COMMERCIAL SERVICE CONTACT
Elisa Martucci, Commercial Specialist U.S. Commercial Service – Rome, Italy Email: [email protected] Phone: +39 06 4674 2252
100 U.S. Commercial Service JAPAN
Capital: Tokyo Population: 125,507,472 (July 2020 est.) GDP: 5.23 Trillion USD (2019 est., Purchasing Power Parity) Currency: Yen (¥) Language: Japanese
UNESCO Student Mobility Number: Japan has 31,903 students studying abroad according to UNESCO.
CIA World Factbook: 22% of the population in Japan is under 24 years old.
OVERVIEW
During the 2019/20 academic year, Japan had the eighth largest population of international students studying in the United States. 17,554 Japanese students studied in the United States, a -3.0 percent decrease from the previous year.i
Japan was the top country of origin for students to the United States from 1994 to 1998. Since then, Japan has fallen to the eighth place due to various circumstances, including its challenging economic conditions, low birth rate, and business recruitment cycle. Additionally, many countries, such as Australia and China, have increased their Japanese students recruiting efforts. Japan’s downward trend bottomed out during the 2015/16 academic year. The United States remains the most popular destination for Japanese studying abroad. The U.S. Department of Commerce estimates that in 2019, Japanese students studying in the United States contributed $682 million to the U.S. economy.
The market for study abroad programs under the international exchange agreement between Japanese universities and U.S. partner universities will continue to grow. Short-term programs are the most popular choice among university students.
Government of Japan Priorities and U.S. Embassy Support
The Government of Japan (GOJ) continues to focus on internationalizing Japan's education system. In 2014, the Ministry of Education, Culture, Sports, Science and Technology (MEXT) began to provide funding support to help the designated 37 “Top Global Universities” internationalize. For the list of the schools, please refer to the "Top Global Universities" website: https://www.jsps.go.jp/english/e-tgu/selection.html.
In 2018, MEXT and the American Council on Education (ACE), in partnership with the U.S. Embassy and the Institute for Innovative Global Education, launched the U.S - Japan Collaborative Online International Learning (COIL) initiative. The U.S.-Japan COIL initiative aims to increase global learning experiences through virtual classrooms and platforms where Japanese and U.S. students work together on subject-specific projects. MEXT has selected 13 Japanese universities to disseminate COIL educational methods, led by Kansai University. The COIL methods will be
Education & Training Services Guide | 2021 101 cost-effective and long-lasting solutions to support the Japanese education system's global learning goals. Please refer to the ACE website for more details. https://www.acenet.edu/ Programs-Services/Pages/Communities/US-Japan-COIL-Initiative.aspx
In December 2019, the GOJ approved MEXT’s supplementary budget, approximately US$2.2 billion, for the Global Innovation Gateway for All (GIGA) school project. GIGA funds will be used to accomplish two key objectives:
1. Establish high speed and extensive internet network capacity connecting Japanese schools by 2020; 2. Provide personal computers (PCs)/tablets for all elementary and secondary school pupils by 2023.
The GOJ will allocate budgets to local governments for GIGA-related public school projects. Private schools will administer their own projects with 50 percent of the central government funding support. In addition to MEXT, the GIGA project is supported by other GOJ agencies, including the Ministry of Economy, Trade and Industry (METI) and the Ministry of Public Management, Home Affairs, Posts and Telecommunications. MEXT and METI aim to leverage the GIGA project to boost Japan’s “Five-Year ICT Advancement Project,” which started in 2018 and will be completed in 2022. The GIGA project demonstrates the GOJ's determination to modernize the Japanese school systems with advanced education technologies and solutions.
The U.S. Embassy in Japan initiated the TeamUp campaign to increase student mobility by promoting strategic partnerships between American and Japanese colleges and universities. The TeamUp RoadMap is a web-based, step-by-step guide for creating partnerships in Japan. Please visit http://teamup-usjapan.org/ for more information.
SUB-SECTORS
Higher Education
Academic 2018/19 2019/20 % Total % Change Level Undergraduate 9,001 8,684 49.5 -3.5 Graduate 2,875 2,774 15.8 -3.5 Education Non-degree 4,713 4,621 26.3 -2.0 Optional Practical 1,516 1,475 8.4 -2.7 Training Japanese 18,105 17,554 100 -3.0 students total
102 U.S. Commercial Service Community 2018/19 2019/20 % Total % Change College Japan 5,008 4,751 6.0 -5.1 World total 86,351 79,187 100 -8.3
(Source: The Institute of International Education (IIE), 2020 Open Doors Report)
There was a relatively slow decline of 3.0 percent between 2018/19 and 2019/20; Japan remained the 8th ranking to the U.S. for higher education. Japan ranked the third country of origin for community colleges in 2019/20, according to the “Community College Data Resource.”
Secondary Education
The secondary school-organized student trips (7-10 days) are a Japanese tradition. The educational travel sector has excellent market potential as the demand for overseas school trips is increasing. The short-term programs have served as teasers boosting Japanese students' interest in longer-term plans in U.S. universities/colleges.
The market for U.S. boarding schools is a niche opportunity. A steady number of wealthy families can afford to pay boarding school tuition and prepare their children for further learning. There are increasing numbers of independent educational consultants available, with a few specialized in boarding schools. The U.S. Commercial Service in Japan supports U.S. boarding schools through fairs with invited local agents and consultants. It's recommended to partner with Japanese consultants/agents and participate in educational fairs to expand in Japan effectively.
Intensive English Programs
Japan is the second leading country of origin for students studying in Intensive English Programs in the United States, following China. 12,814 Japanese students participated in Intensive English Programs in the U.S. during the 2019 academic year, a 0.4 percent increase from the previous year. According to the Japan Association of Overseas Studies (JAOS), which comprises 40 study abroad agents, Japan has high ratios of agent usage in the English study market. JAOS’ survey shows that about 60 percent of their clients who decide to study in the U.S. choose Intensive English Programs, including non-academic studies.
Professional Training Services
Improving English skills is critically important to Japan's globalization efforts. However, Japan’s decades-long economic stagnation since the 1990s has continued to strain organizational funds for professional training, which contributes to decrease executive education abroad.
OPPORTUNITIES
The GOJ promotes Japan's internationalization and globalization, and supports study abroad, human resource development, and people-to-people exchange. There are opportunities for U.S. universities, particularly in short-term programming to Japanese students.
Education & Training Services Guide | 2021 103 It is essential to understand the English proficiency levels of Japanese students. U.S. institutions need to consider this condition for relaxed TOEFL score requirements and customize programs for Japanese students. The ability to offer conditional acceptances will be valuable in attracting students. Please also note that Japanese and U.S. academic calendars do not align. Short- term (1-2 months study abroad) programs are the most popular in Japan because it makes the best use of summer/spring breaks. There are opportunities for U.S. institutions to market attractive short-term programs to Japanese students, such as demonstrating any direct benefits with future career success gained from studying in the U.S. (e.g., internship and volunteering experiences for enhanced resume building). Japanese universities and education agents also seek immersion programs for English learning and cultural experience – in sports, music, dance – with U.S. institutions.
U.S. institutions need to customize their programming to meet the Japanese academic calendar. The Japanese academic calendar begins in April and ends in March the following year, with the first term running to around July 20. Japanese student exams are given at the end of each grading period. There are typically three breaks in a Japanese academic year, which are the following:
• The summer break: late July – late August for secondary schools; late July – late September for higher education • The winter break: late December – early January • The spring break: late March – early April for secondary schools; February/March – early April for higher education
Japanese institutions also seek one-semester to one-year study exchange programs with partner U.S. universities. Establishing partnerships with Japanese universities is an effective way of entering the Japanese market. Japanese universities continue to look for U.S. universities to establish bilateral student exchange programs. They recognize the challenges in maintaining balanced two-way student numbers but are interested in discussing creative ways to foster the exchanges.
Short-term (7-10 days) educational travel programs for high schoolers have great market potential. Many Japanese high schools want unique study abroad programs, such as STEM- related travels, including scientific field trips, sustainable development goals (SDGs) related topics, interaction with faculty/students, and businesses/lab visits. It's strongly recommended to customize the programming to meet a Japanese school's needs (e.g., SDGs, STEM, art, entrepreneurial studies, robotics, music, sports, and leadership). Additionally, it helps to prepare information on homestay availability, exchange programs with local U.S. schools, and any other special events that the U.S. host may provide.
DIGITAL MARKETING STRATEGIES
In 2019, LINE ranked as the most popular social media among teenagers in Japan (88.7 percent), followed by Twitter (66.7 percent) and Instagram (58.2 percent), according to the Ministry of Internal Affairs and Communication (MIC). LINE originated from Japan and is widely used for messaging among friends/families. Instagram is one of the fastest-growing applications in Japan. Zoom is often used in online classes, and Japanese students are familiar with its features. Digital advertising via video content has become more prevalent in Japan. YouTube, Instagram, and TikTok are popular for video streaming among young users. Japanese students routinely visit Facebook search for educational information.
104 U.S. Commercial Service EVENTS
• Tokyo EducationUSA EXPO in September 2021 (TBD): The U.S. Embassy Tokyo will host the EducationUSA EXPO in cooperation with EducationUSA, the Japan-U.S. Educational Commission (Fulbright Japan), U.S. College Alumni Network of Japan (USCANJ), KagakushaNet and Eiken Foundation of Japan. http://americaexpo.jp/for-us-institutions/ • Osaka EducationUSA EXPO in September 2021 (TBD): The U.S. Consulate General, Osaka-Kobe, and other constituent posts will host the EducationUSA Expo in various locations in Western Japan. There is no fee to participate in this public event. http://americaexpo.jp/for-us-institutions/ • Western Japan College Fair in fall 2021 (TBD): The U.S. Consulate General, Osaka- Kobe will endorse the Western Japan College Fair, organized by the Canadian Academy and Osaka International School of Kwansei Gakuin in fall 2019. The Fair will feature about 100 Japanese and foreign universities, including U.S. universities, and attract international school students and local high schoolers. • The Association of Boarding Schools (TABS) “Boarding School Fair in Tokyo” in fall 2021. http://www.boardingschools.com/
RESOURCES
• U.S. Commercial Service – Japan: https://www.trade.gov/japan • U.S. & Foreign Commercial Service Global Education Team: http://www.trade.gov/ education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • U.S. College Alumni Network of Japan: http://www.uscanj.net/ • Ministry of Education, Culture, Sports, Science and Technology (MEXT): http://www.mext.go.jp/en/ • A list of existing exchange agreements at the higher education level: http://www.mext.go.jp/a_menu/koutou/shitu/1287263.htm • Japan Student Services Organization (JASSO): Japanese institutions offering programs in English: http://www.jasso.go.jp/en/index.html • JAFSA, Japan Network for International Education: https://www.jafsa.org/en/ • Fulbright Japan: http://www.fulbright.jp/eng/index.html • EducationUSA Tokyo: https://educationusa.state.gov/centers/educationusa-tokyo
U.S. COMMERCIAL SERVICE CONTACTS
Kazuko Tsurumachi, Commercial Specialist U.S. Commercial Service – Tokyo, Japan Email: [email protected] Phone Number: +813 3224 5049
Tetsuko Fujioka, Commercial Specialist U.S. Commercial Service – Osaka-Kobe, Japan Email: [email protected] Phone Number: +816 6315 6078 ______i Source: The Institute of International Education (IIE), Open Doors IIE Open Doors / Japan (opendoorsdata.org)
Education & Training Services Guide | 2021 105 JORDAN
Capital: Amman Population: 10,820,644 (July 2020 est.) GDP: 101.73 Billion USD (2019 est., Purchasing Power Parity) Currency: Jordanian dinar Language: Arabic (official), English (widely understood among upper and middle classes)
UNESCO Student Mobility Number: Jordan has 26,484 students studying abroad according to UNESCO.
CIA World Factbook: 19.98% of the population in Jordan is under 24 years old.
OVERVIEW
The Jordanian Ministry of Education is divided into the Ministry of Education (MoE) and the Ministry of Higher Education and Scientific Research (MOHESR). There are no official government scholarship programs for Jordanian students. However, some scholarships are available at U.S. institutions that are only offered to Jordanian applicants.
Secondary Education (High School)
English is a mandatory course for 10 years in public schools (basic education) and 12 years in private schools (10 years basic education and 2 years secondary education).
Language of instruction is Arabic in public schools and English in the majority of private schools.
Jordanian students complete one of the following high school programs: • Tawjihi (General Secondary Examination) offered in the majority of schools • International Baccalaureate (IB) offered in a very limited number of private schools • International General Certification of Secondary Education (IGCSE) offered in some private schools • Scholastic Aptitude Test (SAT) offered only in some private schools • Advanced Placement (AP)
Standardized undergraduate admissions testing availability in-country: SAT, ACT.
Structure of the University System
A Bachelor’s degree is earned in four years except for fields that require additional study, such as medicine, pharmacy, engineering, or law. • Language(s) of instruction in universities: Arabic and English • Top fields of study/majors: medicine, engineering, law • Degrees offered: Bachelor's, Master's, Doctorate
106 U.S. Commercial Service Study Abroad
Per UNESCO Institute for Statistics reports (2020), the United States (2,420) hosts the third largest number of Jordanian students studying abroad, after the UAE (6,107) and Saudi Arabia (3,016).
In cooperation with the U.S. Embassy in Jordan, Yarmouk University (public) created a first of its kind free online platform (https://BeEnglishReady.net/) to help native Arabic speakers be prepared to complete their postgraduate studies at prestigious U.S. universities.
COVID-19 Updates
Since the outbreak of the coronavirus, public and private schools and universities in Jordan have relied on remote learning via televised lessons and online platforms. In-person classes have been implemented for medical students in their fourth, fifth, and sixth years; dentistry students in their fourth and fifth years; nursing students in their third and fourth years; laboratories students, and students who study practical and physical majors. In response to the challenge of the coronavirus lockdown, Jordanian students and teachers are adapting to new online learning methodology.
SUB-SECTORS
According to the Open Doors Report, during the 2019/2020 academic year, there was a slight decrease in demand among Jordanian students for U.S. undergraduate and community college programs (-1.0 percent), and there was a slight increase in demand for U.S. graduate programs (0.8 percent).
OPPORTUNITIES
The U.S. Embassy created and supported the Jordanian-U.S. University Cooperation Network (UCN) to establish and sustain institutional research partnerships between U.S. higher education institutions and Jordanian universities, and to support faculty and student mobility programs.
The U.S. Embassy in Amman has launched the GRE English Prep Program, an online tool created in partnership with Yarmouk University (a UCN member) to support native Arabic-speaking students considering graduate study in the U.S. Visit: https://beenglishready.net/
Although there is substantial interest in attending U.S. higher education institutions, knowledge is limited regarding the higher education system in the United States.
BARRIERS
Accreditations
With regards to online programs, students should check with the MOHESR regarding accreditations for distance education prior to enrollment, to clarify consideration of credit hours.
Standardized Testing
Lack of academic-level English skills prevents many potential Jordanian students from gaining admission to American graduate programs. There is a need to help Jordanian students interested in studying in the United States to better prepare for and pass the necessary entry testing.
Education & Training Services Guide | 2021 107 The presence of private high schools and universities is primarily concentrated in the capital, Amman, and Irbid governorate, because English language is still an obstacle in the Southern governorates of Jordan.
Lack of governmental scholarship programs at the undergraduate level is also a barrier.
RESOURCES
• U.S. Commercial Service – Jordan: https://www.trade.gov/jordan • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Ministry of Higher Education and Scientific Research:http://www.mohe.gov.jo/ • AMIDEAST Jordan Website: http://www.amideast.org/jordan • Education Jordan is based in the U.S. Embassy, Amman Website: https://educationusa.state.gov/centers/us-embassy-jordan • UNESCO: http://uis.unesco.org/en/uis-student-flow • Jordanian-American Commission for Educational Exchange (JACEE) (aka The Binational Fulbright Commission in Jordan): https://www.fulbright-jordan.org/
U.S. COMMERCIAL SERVICE CONTACT
Suzan Barbour, Commercial Specialist U.S. Commercial Service – Amman, Jordan Email: [email protected] Phone: +962 6 590 6966
108 U.S. Commercial Service KENYA
Capital: Nairobi Population: 53,527,936 (July 2020 est.) GDP: 227.63 Billion USD (2019 est., Purchasing Power Parity) Currency: Kenyan Shillings (KES) Language: English (official), Kiswahili (official), numerous indigenous
UNESCO Student Mobility Number: Kenya has 15,732 students studying abroad according to UNESCO.
CIA World Factbook: 59.16% of Kenya’s population is under 24 years of age.
OVERVIEW
The government of Kenya continues to place a high priority on education in its budgetary allocation, in line with its mandate of ensuring every Kenyan citizen is literate and able to access basic education. In the 2020/2021 national budget announcement, the education sector was allocated KSh 497.7 billion or 26.7 percent of the national budget. Out of this, KSh 59.4 billion was for free secondary education and KSh 12.4 billion for free primary school education. Treasury further allocated KSh 2 billion for the recruitment of 5,000 teachers, KSh 1.8 billion for the school feeding program, KSh 6.3 billion to TVET (Technical and Vocational Education and Training institutions), KSh 4 billion to cater for exam registration fees waivers for class 8 and fourth form students, and KSh 800 million for digital learning programs as well as for implementing the Competence-Based Curriculum (CBC). The Higher Education Loans Board that offers student loans was allocated KSh 16.8 billion.
2020 has been a unique year for the education sector with the outbreak of the Coronavirus. All learning institutions were shut down in early March by the government in an effort to contain the virus. Prior to this, the Ministry of Education was on an expansion strategy of both primary and secondary schools and on course with the implementation of the newly rolled out curriculum. The sector was grappling with increased demand and limited resources, giving a chance for private investors to venture into the sector. The number of private schools increased from 7,742 in 2014 to 16,594 in 2020, showing the increase in demand for the service.
International private equity and individual investors jumped onto the opportunity that lay in the Kenyan education sector with numerous acquisitions and investments in various educational institutions. The tuition fees in private education remain costly hence government intervention with the help of international bodies and aid agencies like UNICEF, USAID, World Vision, and JICA among others, which have contributed significantly to the expansion and development of education in the country, especially in public institutions.
Resumption of learning activities in the country commenced in October 2020 with candidate classes of grade 4, Class 8, form 4 and final year university students starting off with an expected full resumption of learning in January 2021 in line with Covid-19 protocols and guidelines. The Treasury further allocated KSh. 11.2 billion to schools to manage pending bills accrued during the pandemic.
Education & Training Services Guide | 2021 109 Top Areas of Study for Kenyan Students
Major Field of Specialization 2019/2020 Business and Management 13% Education 4% Engineering 22% Fine and Applied Arts 3% Health Professions 15% Humanities 5% Math/Computer Science 13% Physical and Life Sciences 10% Social Sciences 8%
OPPORTUNITIES
Most opportunities are found in recruiting for undergraduate and graduate programs in the United States. There is a high interest in the fields of technology and computer sciences by Kenyan students, especially for the courses that are not offered in local universities.
DIGITAL MARKETING STRATEGIES
Students in universities and high school use various platforms to stay up-to-date with their learning. This period has seen a skyrocketing use in the use of online educational platforms. Zoom and Google Meet are the primary platforms for administering classes among university students while local platforms such as Kytabu and E-limu are used by high school and primary school students. The number one social media site used by students is Facebook, although at a declining rate. Instagram follows, with YouTube gaining traction throughout the country. Large telecommunication companies saw the potential that YouTube has and started offering YouTube bundles and educational bundles to students for use in their learning.
Students use Google to do basic research on many topics, as it is the most available platform in the country, largely because of the widespread ownership of Android devices among many students. Primarily, students use Google to look for various job opportunities, but local platforms have trumped this with the use of platforms like Fuzu and Brightermonday to access employment opportunities. In-country schools mainly use Facebook to reach students and Instagram to appeal to new students. Twitter is also used to lure students with schools updating various achievements and/or events. Parents and students receive information about educational opportunities through platforms such as Facebook. Educational marketers know the value that the platform brings. WhatsApp also plays a role in sharing some of the information from other social media platforms.
U.S educational institutions should take advantage of the thriving digital space in Kenya by investing in content creation to attract Kenyan students. Virtual school tours, student life, and
110 U.S. Commercial Service educational benefits are some of the aspects that they should focus on. Facebook should be the primary platform of use, along with Google to target the specific demographic and also to target parents who fund their children’s educational dreams. YouTube and Instagram should also be utilized to appeal to the students looking to study in the U.S.
EVENTS
• Kenya & Tanzania -14th ISFA International Student Fairs Africa – Spring, February 26 - 27, 2021, Nairobi • Kenya & Tanzania -14th ISFA International Student Fairs Africa – Spring, March 2, 2021, Mombasa • Virtual education fair UNISERV- January 13 – 20, 2021 • ICEF virtual education Africa tour June 8 - 10, 2021 • The best time for recruiting students is during annual education fairs, KCSE (Local) - January - March & May – July and international during September - November & January – April.
RESOURCES
• U.S. Commercial Service – Kenya: https://www.trade.gov/kenya • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services
U.S. COMMERCIAL SERVICE CONTACT
Catherine Malinda, Commercial Specialist U.S. Commercial Service – Nairobi, Kenya Email: [email protected] Phone: 254 20 363 6064
Education & Training Services Guide | 2021 111 KUWAIT
Capital: Kuwait City Population: 3,000,000 (July 2020 estimate) GDP: 209.72 Billion USD (2019 est., Purchasing Power Parity) Currency: Kuwaiti dinars (KD) Language: Arabic (official), English widely spoken
UNESCO Student Mobility Number: Kuwait has 24,694 students studying abroad according to UNESCO.
CIA World Factbook: 39.25% of the population in Kuwait is under 24 years of age.
OVERVIEW
Kuwait spends heavily on improvements to its education system. The government has spent US $1.14 billion on facilities, including US $882 million to rebuild old schools as well as create new facilities. The budget allocated for fiscal year 2019/2020 is around US $7 billion.
Scholarships and Study Abroad
The U.S. remains the number one favored destination for Kuwaiti students seeking to study abroad. Kuwaiti students who have a high school diploma or equivalent are eligible to apply for the Ministry of Higher Education’s Scholarship Program for undergraduate studies. There is no limit to the number of scholarships awarded each year. In June 2019, the Kuwaiti government awarded 9,211 scholarships for study inside Kuwait at local private universities and the sole public university, Kuwait University, and 1,977 scholarships for study outside Kuwait. Of these 1,977 scholarships for study abroad, 35 percent were for study in the United States. Most of these students require one year of English language study because the teaching in Kuwaiti public schools is in Arabic.
In 2018, the Ministry of Higher Education adopted a new regulation stating that Kuwaiti students seeking to obtain a scholarship to study in the United States must obtain a score of 5 in the IELTS exam (an equivalent of TOEFL) to be accepted into the scholarship program. This may impact the number of new students awarded government of Kuwait scholarships. This is one of the reasons why the number of scholarships has been decreasing over the past two years. In 2017/18, 51 percent of the scholarships were awarded to study in the U.S. For 2018/19, the number was at 41 percent. The Ministry of Higher Education hopes to increase the number of scholarships available to its students to address the volume of high school graduates seeking higher education abroad.
As of 2019 /2020, approximately 8,375 Kuwaiti students were studying in the United States. The Ministry of Higher Education is looking to delay the launch of its external scholarship plan for the upcoming year due to a number of factors, including the uncertain global coronavirus situation, the second wave that has hit some countries, the Health Ministry’s recent recommendation to postpone travel plans, and the Education Ministry’s unclear position on resuming public sector education.
112 U.S. Commercial Service Schools and Universities in Kuwait
In total, there are approximately 1,300 public and private elementary and secondary schools in Kuwait. The Ministry of Education (MOE) has begun to revamp its entire curriculum, starting at the primary school level. The project is to be phased in over a period of five years and will cover all subjects, from social sciences to mathematics and science. Industry experts expect the demand for training programs in a variety of fields to increase due to Kuwait’s multi-billion dollar national development plan. Of the 30 international schools, eight are American and the rest follow Canadian, British, French, or Indian curricula, with English-language programs.
There are eleven universities in Kuwait. Kuwait University, the only public university, graduates 4,000 students each year. Students earn degrees from a variety of programs. On May 4, 2004, the government issued a decree establishing a new Kuwait University City in the Shedadiya area, with a campus that includes various colleges, scientific centers, and other facilities, allowing an increase in the university’s student body. The University opened some faculties to students in September 2019. All other universities in Kuwait are private: the American University of Kuwait, American University of the Middle East, The Arab Open University, Australian College of Kuwait, Kuwait International Law School, Kuwait Maastricht Business School, Algonquin College, Kuwait Technical College, Box Hill College, American International College, and Gulf University of Science and Technology.
Training
There is also high demand for vocational and non-degree training. The Ministry of Defense contracts with a foreign language institute to offer English language instruction to its personnel. The Kuwait Chamber of Commerce and Industry (KCCI) delivers various training programs for the private and government sectors. The Public Authority for Applied Education and Training provides programs for graduates seeking employment at government ministries, departments, and agencies.
According to industry sources, the government has created a $5.6 billion education market that is strong, steady, and offers many opportunities for U.S. universities and related suppliers of products and services. The United States leads the pack with 20 percent market share, followed by Japan, the United Kingdom, and several Asian countries. U.S. products are highly respected by the MOE, but companies seeking business in Kuwait have to be competitive, flexible, and well- connected to compete for government projects.
SUB-SECTORS
Best Prospect Services
• ESL and TOEFL • Certified Programs: executive training, management training, IT training, security training, and ongoing professional development • Undergraduate degrees in pharmacy, engineering, and dentistry and graduate business degrees • Exam review courses for U.S. medical board exams
Education & Training Services Guide | 2021 113 OPPORTUNITIES
There is a move afoot to emphasize certain disciplines, including dentistry, nursing, and pharmacy, due to urgent demand for workers in these sectors, as well as science, technology, and engineering. U.S. universities targeting Kuwaiti students should approach the Cultural Office of the Embassy of the State of Kuwait in Washington, D.C., and request inclusion on its list of pre-approved universities. Universities must meet the specific criteria of the Kuwaiti Embassy’s Cultural Office in order to be included on this list. To confirm if your university is already on the list, visit the SIS Kuwait Culture D.C. (https://sis.kuwaitculturedc.org/kc_university/ext_mcpf_list. php website). In 2019, the Ministry of Higher Education added some majors to their approved list: cybersecurity and meteorology.
EVENTS
The U.S. Embassy in Kuwait places significant emphasis on the promotion of U.S. education and training institutions. The Embassy regularly promotes various education fairs, including the American Education Expo, EduEx Expo, International Student Network (ISN) Expo, and Linden Tours. The Embassy also provides advice and counseling to students on applying to accredited U.S. educational institutions.
Another effective way to promote your university to Kuwaiti high schools is via theU.S. Commercial Service’s Gold Key Service. Under the Gold Key Service, the U.S. Commercial Service, U.S. Embassy Kuwait will arrange 1-2 days of appointments with high school counselors and principals. Universities that have utilized this service in the past have found it to be very effective in establishing business relationships with local international and bilingual schools.
RESOURCES
• U.S. Commercial Service Kuwait: https://trade.gov/kuwait • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services
U.S. COMMERCIAL SERVICE CONTACT
Rasha Al-Muhtaseb, Commercial Specialist U.S. Commercial Service – Kuwait City, Kuwait Email: [email protected] Phone: +965 2259 1449
114 U.S. Commercial Service MALAYSIA
Capital: Kuala Lumpur Population: 32,652,083 (July 2020 est.) GDP: 906.2 Billion USD (2019 est., Purchasing Power Parity) Currency: Ringgits (MYR) Language: Bahasa Malaysia (official), English, Chinese (Cantonese, Mandarin, Hokkien, Hakka, Hainan, Foochow), Tamil, Telugu, Malayalam, Panjabi, Thai
UNESCO Student Mobility Number Malaysia has 61,904 students studying abroad according to UNESCO.
CIA World Factbook 43.43% of the Malaysian population is under 24 years old.
OVERVIEW
Malaysia is ranked 24th as a sending market in terms of the total number of students going to the U.S. for higher education. Students from Malaysia contributed US $282 million to the U.S. economy during the academic year 2019/2020. According to the IIE Open Doors 2020 Fact Sheet for the 2019/2020 school year, there was a decrease of -10.4 percent in the number of students coming to the U.S. from Malaysia.
The number of scholarships for U.S. study offered by Malaysian companies and government agencies has recently declined, but major companies such as Khazanah Nasional, Petronas, and Bank Negara continue to fund U.S. educational opportunities. Many of these scholarships are, however, reserved for Bumiputra students (Malay Muslim ethnic group). Thus, students from Chinese, Indian, and other ethnic groups must find other routes for financing their studies abroad. The Public Service Department (PSD) in Malaysia offers full scholarships to its National Scholars for undergraduate studies at top-ranked universities around the world, including those in the United States.
The primary sources of funding for Malaysian students are personal and family. Malaysian students are generally known to be good and serious students. The secondary source of funding for Malaysian students is Malaysian government and corporate scholarships. Successful Malaysian government scholarship applicants must be accepted into a Times Higher Education (T.H.E.) World University Ranking Top 100 school to have access to the funds. T.H.E. is part of the Thomson Reuters Group. Due to continued U.S. government commercial diplomacy efforts, the Malaysian government is willing to explore other alternatives to the Top 100 T.H.E. ranking education institutions.
The top international education destinations for Malaysian students other than the U.S. are the United Kingdom, Australia, Egypt, and Russia, with the majority going to the United Kingdom and Australia.
Education & Training Services Guide | 2021 115 SUB-SECTORS
International Education Overview 2017/2018 2018/2019 2019/2020 Number of Malaysian Students in U.S. 8,271 7,709 6,910 Percentage of Change from Previous Year (%) 0.3 -6.8 -10.4 Ranking in Places of Origin for Students 21 21 24 Going to the U.S.
International Education Overview 2017/2018 2018/2019 2019/2020 Undergraduate 5,817 5,104 4,333 Percentage of Change from Previous Year (%) 2.38 -7.13 -15.1 Graduate 1,116 1,061 1,069 Percentage of Change from Previous Year (%) 1.53 -0.55 0.08 OPT (Optional Practical Training) 1,223 1,391 1,398 Percentage of Change from Previous Year (%) 0.46 1.68 0.5
Higher Education
The four top fields of study for Malaysian students in the U.S. are: • Engineering – 25.8 percent • Business/Management – 16.8 percent • Math/Computer Sciences – 12.7 percent • Physical/Life Sciences – 12.3 percent
Although four-year university undergraduate study is still the main growth opportunity, increasingly, we are seeing more Malaysian students interested in associate, graduate, and post-graduate degrees. Optional Practical Training involving internships either pre- or post- completion of degree is gaining market traction as well.
Online Programs
The implementation of the Movement Control Order on March 18, 2020 to curb the spread of Covid-19 led more students to embrace online teaching and facilitation via applications such as Zoom, Skype, MS Team, Google Hangout, Google Meet, and WhatsApp. Due to the pandemic, students have unwittingly accelerated the acceptance of distance education. Prior to this pandemic, the general feeling was that virtual learning would take much longer to gain traction.
To sustain online learning efforts, platforms are being established that support and encourage educators to publish their own online materials. Besides producing teaching videos from Education TV and EduWeb TV, the Ministry of Education launched a digital learning platform know as Digital Educational Learning Initiative Malaysia to replace the Frog Virtual Learning Environment platform. The strategic partners for this initiative are Apple, Microsoft, and Google.
116 U.S. Commercial Service Professional Training Services
Under the Economic Transformation Program (ETP), Malaysia will require a two- to five-fold increase in technical and vocational education and training (TVET) enrollment by 2025. However, at present there is an undersupply of TVET workers in 10 of the 12 National Key Economic Area (NKEA) sectors (Oil, Gas, and Energy; Palm Oil; Financial Services; Tourism; Business Services; Electronics and Electrical; Wholesale and Retail; Education; Healthcare; Communications Content and Infrastructure; Agriculture; and Greater Kuala Lumpur). To remedy this shortage, the Ministry plans to intensify industry involvement and partnerships, streamline qualifications, and improve coordination within the Ministry to enhance the TVET branding efforts. Some of the key initiatives include:
• Enabling industry to lead curriculum design and delivery through new partnership models to increase apprenticeship, hands-on training, real-life simulations, and specialized employer training programs. • Enhancing coordination across the Ministries to eliminate duplication of resources.
OPPORTUNITIES
Malaysia aspires to be a regional and international education hub. The Malaysian government is strongly encouraging international education partnerships and collaboration and is also pushing the Malaysian public and private higher education institutions to become more research oriented. Twinning between Malaysian and foreign institutions [2+2 (i.e. two years in Malaysia followed by two years study in the U.S.), 3+1, and 4+0] and foreign education institution branch campuses are various forms of collaboration opportunities.
DIGITAL MARKETING STRATEGIES
Digital marketing in Malaysia is rapidly growing and becoming a competitive industry, especially with the current global pandemic and the increase of smartphone penetration in the country. As of January 2020, there were 26 million social media users and 40.7 million mobile connections in Malaysia.
Due to the Covid-19 pandemic, more than 240,000 schools in Malaysia are closed, effecting most students. Google is widely used to search for information. Facebook, Instagram, Twitter, YouTube, and WhatsApp are the most popular social media sites in Malaysia.
The Ministry of Education has also launched an e-learning platform “Classruum” that provides online lessons, including video tutorials, notes, trial examinations, and gamification. Subjects that students will need to know in order to sit for their major exams are taught on the platform. All lessons are in compliance with the Education Ministry’s syllabus and are taught by a selected group of Malaysian teachers and tutors. The pre-school education mobile application, “Classruum Playlabs” is designed for small children from four to six years old to educate them about colors, numbers, and the alphabet. Another new platform, “Brain Box”, which focuses on skills, such as cooking, gardening, sewing, carpentry, and foreign language, is also being looked into.
Jobstreet and Indeed are the most widely used search engines to look for job opportunities. YouTube, Twitch, and Facebook are widely used for streaming.
Education & Training Services Guide | 2021 117 EVENTS
• The Star Education Fair – https://www.thestar.com.my/edufair/ • Bett Asia 2021 – https://asia.bettshow.com/page/bett-asia-2021 • Education Further Studies Fair – https://10times.com/education-further-studies-fair
RESOURCES
• U.S. Commercial Service Malaysia: https://trade.gov/malaysia • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • EducationUSA: May Ng - [email protected]
U.S. COMMERCIAL SERVICE CONTACT
Janet Suan, Commercial Assistant U.S. Commercial Service – Kuala Lumpur, Malaysia Email: [email protected] Phone: +60-12-395-3907
118 U.S. Commercial Service MEXICO
Capital: Mexico City Population: 128,649,565 (July 2020 est.) GDP: 2.52 Trillion USD (2019 est., Purchasing Power Parity) Currency: Mexican Peso Language: Spanish and indigenous languages (various Mayan, Nahuatl, and other regional languages)
UNESCO Student Mobility Number: Mexico has 34,196 students studying abroad according to UNESCO.
CIA World Factbook: 42 percent of the population in Mexico is under 24 years old.
OVERVIEW
Mexico is the tenth largest country of origin for students studying in the United States. In the 2019/2020 academic year, 14,348 Mexican students were enrolled in U.S. schools, primarily in undergraduate programs. The five main destinations for Mexican students are Texas, California, New York, Massachusetts, and Florida. Mexican students often choose to study in the United States due to the prestige of the American higher education system, as well as the strong ties and proximity between the countries.
Mexican Students in U.S. Colleges and Universities 2019/2020 Academic Year Academic Level Number of Students Percentage Undergraduate 7,993 55% Graduate 3,817 26.6% Other / Non-Degree 813 5.7% Optional Practical Training 1,725 12%
Source: IIE Open Doors 2020
Mexican private education institutions have prioritized international education, fostering student mobility and academic exchanges with institutions abroad, to become more competitive in the international market. A successful program is the 100,000 Strong in the Americas Innovation Fund, a public-private sector collaboration to increase academic exchange and student mobility, including opportunities for students from disadvantaged backgrounds or historically underserved populations. Since 2014, the Innovation Fund has awarded 232 grants to teams of 477 higher education institutions in 25 countries and 49 U.S. states. Mexico is the leading country in this hemispheric-wide initiative to partner with U.S. universities, colleges, and community colleges. To-date, a total of 60 Innovation Fund grant-winning teams between higher education institutions in both countries are working across nine Mexican states and 24 U.S. states to provide academic training to underserved students to gain technical skills and prepare for the
Education & Training Services Guide | 2021 119 workforce in areas such as public health, STEM, sustainable agriculture, technology, business development, education, and others.
The current COVID-19 pandemic is impacting student mobility, making higher education institutions implement virtual recruitment strategies and more online collaboration with local institutions, develop Virtual Exchange programs or Collaborative Online International Learning (COIL) interactions. An example of bilateral virtual collaboration, the Mexican Association for International Education (AMPEI) with the support of Banco Santander and the Bilateral Forum on Higher Education (FOBESSI) have launched the Program for the Internationalization of the Curricula United States – Mexico – PIC US-MEX, with the objective to contribute to the internationalization of the Curricula of Higher Education Institutions in both countries.
SUB-SECTORS
Higher Education
In the 2019/2020 academic year, 14,348 Mexican students enrolled in U.S. universities, a -5.8 percent decrease from previous years. Among the top fields of academic interest of Mexican students in U.S. institutions are the STEM fields such as engineering, due to the demand of the industry, business administration, and social sciences, as well as fine and applied arts.
Mexican higher education institutions actively participate in regional education consortia to increase their knowledge and collaboration with other institutions in the same region and to develop mobility strategies to increase the exchange of students, faculty, and collaborative programs.
Undergraduate
According to the latest IIE Open Doors 2020 statistics, 7,993 Mexican students enrolled in U.S. institutions for undergraduate programs. Mexico and the United States have a strong relationship not only in trade, bilateral academic collaboration has also strong linkages among U.S. and Mexican institutions. The key factor for students looking for undergraduate academic programs abroad is innovative curricula that can help them develop strong multicultural skills to be competitive in the international market.
The job market in Mexico is diverse, because of the dynamics of the country, but the fields that show more demand are IT, cyber security, financial services, engineering, aerospace, health, digital media, and education.
Community College
Given the global competition in the manufacturing sector, training of skilled workers is becoming more significant in Mexico. Opportunities for community colleges are increasing, particularly among Mexican students interested in two-year programs. Mexico's higher education system offers different options for U.S. community colleges to develop collaborative programs and increase academic mobility with technical universities that offer bilingual education in different regions in Mexico. The most demanded technical specializations are in the IT, engineering, aerospace, agribusiness, and tourism industries.
The National School for Technical Professional Education (CONALEP) is a vocational studies institution and the largest technical education system in country. CONALEP internationalization
120 U.S. Commercial Service activities include dual programs with international schools and collaboration with multinational companies.
Graduate Education
For graduate education, Mexican students are looking for programs that can provide them the abilities to perform in the international arena, given that Mexico has a strong international business presence. Mexican students are interested in fields such as aerospace, environment, business, education, and IT among other specialties. Mexican students pursuing graduate education abroad seek funding or scholarship support. It is recommended to develop relationships with granting organizations such as the U.S. -Mexico Binational Fulbright Program (Fulbright-Garcia- Robles), which is one of the largest in the world, sending about 100 grantees in each direction and receiving approximately $5 million annually in contributions from the governments of the United States and Mexico. Since the establishment of the binational Fulbright Commission in 1990 with joint U.S. and Mexican funding, more than 3,500 students on both sides of the border have received Fulbright-Garcia-Robles scholarships.
Secondary Education
Given the strong ties with the United States, Mexican families seek academic opportunities in U.S. boarding schools mostly from grades 10 to 12, as well as short-term programs to increase English language skills. It is important to mention that the main competitor in this segment is Canada, followed by the UK; therefore, it is highly important to develop relationships with local schools or partners to promote U.S. boarding education opportunities.
Online Programs
Online education has taken more importance in the last year, mainly for short-term programs or specialization programs (MOOCS). Mexican students prefer hybrid or blended programs, where education can be taken online but having the personal advisory option at least once a month, as students still need the personal contact with the instructor.
Research and Development
Since 2014, the U.S. and Mexican governments implemented a bilateral education project called the U.S.-Mexico Bilateral Forum on Higher Education, Innovation, and Research (FOBESII) to expand opportunities for educational exchanges, scientific research partnerships, and cross- border innovation. Through FOBESII, the National Science Foundation (NSF) and Mexico's National Science and Technology Council (CONACYT) have fostered high quality and industry relevant collaboration among universities, research centers, and industry of both countries. Besides FOBESII’s bilateral research collaboration, universities have continued their partnership in research projects in conjunction with industry players.
Professional Training Services
Workforce and professional training are an important element to improve competitiveness in- country. With an eye towards global competitiveness, employers and economic development organizations are interested in training opportunities for the Mexican workforce. Employers in Mexico seek training to improve their business processes and effectiveness and innovate and
Education & Training Services Guide | 2021 121 strengthen their relationship with clients. Customized training in information technologies, quality control, management and language programs are in high demand. It is important to highlight that in 2020 companies have implemented home office activities; therefore, training programs now are given via online platforms.
Education Technology
As part of the Mexican education model, technology plays a key role in providing learning tools to students and fostering interactive experiences. The Mexican government, through the Secretariat of Education and private educational institutions, have been investing in equipment and technology solutions such as software, applications, and digital content to provide students a more participative experience. The COVID-19 pandemic has challenged the education sector, mainly at the K-12 levels, as students continue their academic activities through digital channels. The Mexican Secretariat of Education launched the ‘Learn at Home’ (Aprende en Casa) program, a virtual project that allows students from public and private K-12 institutions to follow academic lessons either online or through a TV channel. The broadcasting program is aimed at families who lack internet access or do not have electronic devices for each family member. Over 500,000 teachers and parents received online training, providing tools to support online learning for students throughout the pandemic.
Higher education institutions in Mexico have evolved to educational models that incorporate innovative digital classrooms, laboratories (robotics, language), and digital libraries as part of their strategies to improve the teaching and student experience.
OPPORTUNITIES
Key opportunities are in three key sub-sectors:
• Academic-related training in the United States is the largest subsector divided into undergraduate, graduate, non-degree programs (including language proficiency), and practical training. • Professional training services in Mexico represent significant opportunities for U.S. educational providers, which can include partnerships with local educational institutions or management companies. Online training options are becoming more popular for language learning. • The education supplies and technologies sector offers strong opportunities for U.S. solutions providers, particularly in the areas of software, online learning, development of apps, classroom, or field education tools, and distance learning services.
DIGITAL MARKETING STRATEGIES
According to the latest statistics from the National Institute of Statistics and Geography (INEGI), in Mexico in 2019, there were about 80 million internet users in Mexico, a 4 percent increase from the previous year. From different age segments, the main group that uses internet for most of their daily activities is the group of people from 18-24 years old, followed by the 12-17 year old population. Among the main activities Mexican internet users report are for entertainment, search of information, and communication (use of social media)
122 U.S. Commercial Service Source: INEGI
Social media has become a powerful marketing tool to reach out to promote academic mobility. In Mexico, digital platforms are fully integrated into the life of the students, not only for academic purposes, social media is the main place where students spend their time connecting with friends, searching information, and entertainment. Mexican youth, mainly from 14-24 years old are avid users of platforms such as YouTube, Instagram, TikTok, and Twitter; Facebook and Linkedin are more used in the segments of 25-50 year old population.
U.S. institutions must be aware of the new taxation of the digital economy in Mexico that came into effect on June 1, 2020. Mexico incorporated a new chapter into its VAT law aimed to set rules for the rendering of the considered ‘digital services’ by foreign residents. Under the new taxation regime, digital services – including distance learning – that are performed through digital content or applications via internet or any other network, which are fundamentally automated, are subject to specific VAT rules (16 percent tax) whenever the receiver of the service is located in Mexico.
EVENTS
• Mexico College Fair Tour, various locations in Mexico • Bett Latin America Leadership Summit, Mexico City
RESOURCES
• U.S. Commercial Service – Mexico: https://www.trade.gov/mexico • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Mexican Secretariat of Public Education (SEP): www.gob.mx/sep • National Association of Universities and Higher Learning Institutions: www.anuies.mx • U.S. Embassy Education and English Programs: mx.usembassy.gov/education-culture • COMEXUS – Fulbright-Garcia Robles Scholarships: www.comexus.org.mx • Consortium for North American Higher Education Collaboration: www.conahec.org • 100,000 Strong in the Americas Innovation Fund: www.100kstrongamericas.org • Peace Corps in Mexico: www.peacecorps.gov/mexico • Mexican Association for International Education: www.ampei.org.mx
Education & Training Services Guide | 2021 123 U.S. COMMERCIAL SERVICE CONTACT
Martha Sánchez, Commercial Specialist U.S. Commercial Service – Mexico City, Mexico Email: [email protected] Phone: +52 55 5080 2000, ext. 5225
124 U.S. Commercial Service MOROCCO
Capital: Casablanca Population: 35,561,654 (July 2020 est.) GDP: 279.29 Billion USD (2019 est., Purchasing Power Parity) Currency: Moroccan Dirham Language: Arabic (official), Berber languages (Tamazight (official), Tachelhit, Tarifit), French (often the language of business, government, and diplomacy)
UNESCO Student Mobility Number: Morocco has 52,500 students studying abroad according to UNESCO.
CIA World Factbook: 43.59% of the population in Morocco is under 24 years old.
OVERVIEW
Morocco’s educational system currently requires the study of Philosophy, English, French, Arabic, Math, Science, Economics (depending on your Baccalaureate), Chemistry, Physics, and Biology. Currently, instruction is conducted in Arabic and French, however English will be added next academic year with the new reform.
The Ministry of Higher Education recently announced plans to open 34 new higher education institutions. There are currently 12 public universities in Morocco in eight different regions. The universities include 145 higher education establishments, including 61 open-access and 84 limited-access institutions. As part of their national strategy, the Ministry of Higher Education announced that a 4-year bachelor will replace the 3-year License Master Doctorate (LMD) system, but this was delayed one year due to the COVID-19 pandemic.
Morocco had roughly 1,499 students studying in the United States during the 2019/2020 academic year. Most students sought educational opportunities in five main states: New York, Massachusetts, California, Florida, and Illinois.
SUB-SECTORS
Students in U.S. by % Change % Number Academic Level (2019/2020) Undergraduate 45.8% 687 -10.1% Graduate 28.2% 422 2.4% Non-degree 8.7% 130 62.5% OPT 17.3% 260 26.8%
Major Field of Specialization 2019/2020 Business and Management 11.23% Education 23.27%
Education & Training Services Guide | 2021 125 Major Field of Specialization 2019/2020 Engineering, Technologies & Technical Science 5.47% Fine and Applied Arts NA Health Professions 12.10% Humanities & Social Sciences 3.50% Intensive English NA Other Fields of Study 2%
OPPORTUNITIES
A large portion of Moroccan students interested in studying in the U.S. are at the undergraduate level and are seeking a traditional Bachelor's degree or 2+2 path through community colleges. There is a growing interest in graduate studies abroad for Master’s and MBAs. There is also a growing interest for technologies and engineering programs. The International Baccalaureate system was recently introduced in select public schools where cohorts are taught fully in English. These students represent a good target population for U.S. study.
DIGITAL MARKETING STRATEGIES
Most Moroccan students use Zoom and Google platforms. The most popular social media sites for students are Facebook, YouTube, Instagram, WhatsApp, and LinkedIn. Usually Moroccan students use Google to search for topics. For job opportunities, students use the internet to connect to specialized job websites, in addition to using business-oriented newspapers and magazines and companies’ websites. YouTube, Facebook, and Instagram are the most popular for streaming videos in the country. In-country schools and other competitor countries, particularly Europeans, use blogs, Facebook and amazing videos on YouTube to attract Moroccan students.
Moroccan students and their parents use the Google search engine to find information on foreign universities. They also connect with specialized recruiting agencies and English language centers for assistance. Education fairs and events are another means for parents and students to inquire about foreign universities.
There were 25.32 million internet users in Morocco in January 2020. The numbers of internet users has increased by 13 percent between 2019 and 2020. There are 18 million social media users in Morocco and the social media penetration in Morocco stood at 49 percent in January 2020. The number of mobile connections in Morocco in January 2020 was equivalent to 118 percent of the total population. The majority of internet and social media users in Morocco are young people aged 18-25 years old. It is important that U.S. universities target Moroccan students through digital content and platforms. Online recruitment has become the first and most important channel for attracting and enrolling international students. It is recommended for U.S. universities and educational institutions to start advertising on social media with targeted messaging to build awareness of their organizations. They should start placing ads on specific websites to reel in prospects. Universities should also improve their presence through SEO on the most popular search engines in Morocco. In Morocco, students typically begin looking for options online with broad Google searches for universities in the U.S.
126 U.S. Commercial Service BEST PROSPECTS
It is recommended for U.S universities and colleges to build more partnerships with Moroccan universities, educational institutions, student recruitment agencies and alumni associations. Joint events with the U.S. Mission in Morocco and local educational institutions could also be beneficial for U.S. universities and colleges.
UPCOMING EVENTS
• Forum de l’Etudiant (Student Forum), March 2021 (TBD)
RESOURCES
• U.S. Commercial Service – Morocco: https://www.trade.gov/morocco • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Ministry of Education Website: http://www.men.gov.ma/En • AMIDEAST Morocco Website: http://www.amideast.org/morocco • EducationUSA Advising Centers in Morocco: https://educationusa.state.gov/centers/ educationusa-casablanca
U.S. COMMERCIAL SERVICE CONTACT
Redouane Ghadouna, Commercial Specialist U.S. Commercial Service – Casablanca, Morocco Email: [email protected] Phone: +212 661 29 13 70
Education & Training Services Guide | 2021 127 NEW ZEALAND
Capital: Wellington Population: 4,925,477 (July 2020 est.) GDP: 210.87 Billion USD (2019 est., Purchasing Power Parity) Currency: New Zealand dollar (NZ$) Language: English (de facto official) 95.4%, Maori (de jure official) 4%, Samoan 2.2%, Northern Chinese 2%, Hindi 1.5%, French 1.2%, Yue 1.1%
UNESCO Student Mobility Number New Zealand has 4,920 students studying abroad according to UNESCO.
CIA World Factbook 12.92% of the New Zealand population is less than 24 years old.
OVERVIEW
The United States recently surpassed Australia in 2019 to become the most popular study destination for New Zealand students. During the 2019/20 academic year, 1,856 New Zealand students chose to study in the United States – an increase of 26 percent over the past five years. Most of this increase is attributed to students pursuing undergraduate degrees and optional practical training (OPT) related to their academic field after completing their degree.
California, New York, Massachusetts, Pennsylvania, and Hawaii are the most popular destinations for New Zealand students. However, New Zealand students are currently studying in 49 of the 50 U.S. states, and at more than 475 U.S. higher education institutions.
There are currently no local scholarship programs available for students to study overseas.
SUB-SECTORS
Short-Term Study Abroad Programs
One or two semester study abroad programs are popular with New Zealanders who want the experiences that come with studying abroad but are not looking to go abroad for their entire degree.
Graduate Studies
Students from New Zealand are interested in pursuing advanced degrees at U.S. higher education institutions in the fields of law, business management, and advanced science degrees.
Summer Work and Travel Programs
New Zealand and Australia are currently participating in a pilot program that allows exchange visitors from the respective countries to have the opportunity to gain international cultural exposure and work and travel experience for up to twelve months in the United States, and U.S.
128 U.S. Commercial Service participants have the opportunity to work and travel in either Australia or New Zealand. The program provides work and travel experience to qualified applicants who may not otherwise have such cultural exchange opportunities.
OPPORTUNITIES
College Athletics
The opportunity for student athletes to earn an athletic scholarship is a significant driver for undergraduate students interested in studying in the United States. New Zealand is a top-10 sending country for student athletes. Currently there are more than 400 New Zealand student athletes studying at NCAA Division I and II institutions. Students participate in the full range of NCAA offerings, but the top sending sports are soccer, basketball, tennis, rowing, running, and swimming.
Student athletes who have been asked to start in January after finishing New Zealand high school in December may now be eligible for early release of their results from the New Zealand Qualifications Authority, in order to speed up the admissions process.
Armchair Recruitment
University alumni in New Zealand are most likely going to be your institution’s most enthusiastic supporters. Utilizing local alumni as brand ambassadors is a low-cost approach with a strong rate of return. Engaging your alumni network to give talks and interviews and participate in recruitment activities is important in a geographically remote market like New Zealand.
DIGITAL MARKETING STRATEGIES
Websites and Digital Content
Websites and digital content are going to play a prominent role in the decision-making process for international students looking to study abroad. Since potential students from New Zealand are unlikely to have the opportunity to tour U.S. campuses in-person, it is a best-practice to make sure that your school’s website and digital media offer genuine insight into your institution.
• Storytelling: Video content offering virtual tours and interviews is an excellent way to help build an emotional connection between your institution and potential students. • Alumni focus: Highlighting your alumni from, or currently working in, New Zealand also highlights how their time at your institution prepared them for their current jobs.
Social Media
New Zealand students are regular users of Facebook, Instagram, and Snapchat. Activities like highlighting your alumni in social media postings and marketing materials are helpful when recruiting students from New Zealand.
School counselors mainly use Facebook and email for their communications.
Education & Training Services Guide | 2021 129 EVENTS
• EducationUSA New Zealand Events: https://www.facebook.com/educationusanz/ events/
RESOURCES
• U.S. Commercial Service New Zealand: https://trade.gov/new-zealand • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Institute of International Education: www.iie.org/Research-and-Insights/Open-Doors/ Data/International-Students/Places-of-Origin • EducationUSA Centers in New Zealand: https://nz.usembassy.gov/education-culture/ us-educational-advising/ • New Zealand Qualifications Authority:www.nzqa.govt.nz
U.S. COMMERCIAL SERVICE CONTACT
Ian Walker, Commercial Specialist U.S. Commercial Service – Auckland, New Zealand Email: [email protected] Phone: + 64 21 222 1089
130 U.S. Commercial Service NIGERIA
Capital: Abuja Population: 214,028,302 (July 2020 est.) GDP: 1.03 Trillion USD (2019 est., Purchasing Power Parity) Currency: Naira (₦) Language: English (official), Hausa, Yoruba, Igbo (Ibo), Fulani, over 500 additional indigenous languages
UNESCO Student Mobility Number: Nigeria currently has 76,338 students studying abroad according to UNESCO.
CIA World Factbook: 20.27% of the population in Nigeria is under 24 years old.
OVERVIEW
Nigeria, with its official language being English, has an estimated (July 2020) population of 214,028,302 people with an estimated growth rate of 2.53 percent. Nigeria’s population is expected to explode to 392 million in the year 2050, projecting it to be the world’s 4th most populous country and creating a larger pool of education prospects for U.S. higher educational institutions.
Nigeria is Sub-Saharan Africa’s largest economy and relies heavily on oil as its main source of foreign exchange earnings and government revenues. Following the 2008-09 global financial crisis, the banking sector was effectively recapitalized and regulation enhanced. Since then, Nigeria’s economic growth has been driven by growth in agriculture, telecommunications, and services. Economic diversification and strong growth have, however, not translated into a significant decline in poverty levels, as over 62 percent of Nigeria's population still live in extreme poverty.
The country is currently grappling with its second economic recession in less than 5 years, which has seen more protectionist policies developed by government, and stricter financial policies effected to shore up the foreign exchange reserves. Economists project the country to rebound between Q3 and Q4 of 2021.
According to data from the World Bank, Nigeria had a GDP growth rate of 2.2 percent and a GDP Per Capita of $2,229.90 in 2019, with inflation at 13.71 percent (Nov. 2020).
Nigeria has one of the larger telecom markets in Africa with most Internet connections being available via mobile networks. There are currently over 184 million mobile users in Nigeria, with 88.18 out of every 100 inhabitants having access to the internet, which creates a market for distance/virtual learning.
Given the growth in the economy in the last 4 years, Nigeria has seen a booming middle and elite class who value quality education and have international exposure, specific educational preferences, a higher disposable income and general affluence, some of which drive the thirst for international education.
Education & Training Services Guide | 2021 131 Nigerian students have a strong focus on science, technology, engineering, and mathematics which sees many students in both the undergraduate and postgraduate categories enrolled in courses such as engineering, mathematics, health professions, etc. Arts (Fine/Applied), social sciences, and other related courses remain a developing sector in Nigeria with less than 20 percent enrollment rates.
SUB-SECTORS
Sector Percentage by Sector % Change in Sector Undergraduate 39.1% -5.4% Graduate 40.4% 5.5% Non-Degree 1.7% -36.5% OPT 18.8% 23.4%
Major Field of Specialization 2019/2020 Business and Management 12.8% Education 1.9% Engineering 21.6 % Fine and Applied Arts 2.5% Health Professions 13.3% Humanities 2.3% Intensive English 0.2% Math/Computer Science 12.7% Physical and Life Sciences 14.6% Social Sciences 7.0% Other Fields of Study 10.1% Undeclared 1.1%
OPPORTUNITIES
Large Prospect Pool (Undergraduate, Graduate, Non-degree, Community Colleges) – There are over 300 combined public and private institutions of higher education: universities (41 Federal Universities, 47 State Universities and 75 Private Universities), polytechnics, specialized technology colleges, colleges of education, public and private high schools, and faith-based schools, which provides a large pool of talent and ready source of students with high interest across all education sub-sectors of U.S. study.
Specialized Trainings, Skill Development and Empowerment Initiatives - Education franchises, professional and industry specific training to support services (Power Generation/Distribution,
132 U.S. Commercial Service Oil & Gas, Financial services, ICT, Coding & Robotics, Entrepreneurship Development programs) as well as local content initiatives have a lot of potential in Nigeria. There is significant demand for continuing education for Nigerian professionals and academics, which make this a sub-sector best prospect. Provision of electronic content for online and distance learning is also growing rapidly. Given challenges with visa approvals for some international students, increasing access to the internet, and the rising cost of foreign exchange, online/distance learning is fast becoming an option that can be explored.
Infrastructure Development - Given the poor state of educational facilities in Nigeria there is a rapid growth in private investment in education (building design and construction), laboratory equipment, books, and professional textbooks would continue to gain market position.
DIGITAL MARKETING STRATEGIES
Given increased access to internet connectivity (high/moderate upload and download speeds), prospective study abroad students from Nigeria access information about courses of study, institutions, tuition fees, etc., via generic searches on search engines over the internet. The most common search engine used in Nigeria is the Google search engine where everything from learning to cook, to driving a car, to finding a job, searching businesses, etc. can be found. YouTube is also another popular video streaming platform where educational and non- educational videos are uploaded for likes and comments from social media followers.
Nigerian students have also become very social media savvy, with most having several accounts on popular platforms such as Facebook, Twitter, Instagram, Tik Tok, Snap Chat, etc., where they engage with international admissions officers from U.S. higher educational institutions and other institutions.
Outside of the conventional means of accessing education related information, prospective students and parents engage the services of education agents and travel agencies who have relationships with international education service providers or organize summer camp trips to destinations such as the U.S.
Doing business in Nigeria is also largely relationship based with industry associations, multilateral agencies, business management organizations, etc., using their networks to disseminate information through mass mail campaigns, mass SMS campaigns, newspaper inserts, billboard/ advert placements, radio adverts, television adverts, social media influencers, etc.
In engaging with agents or other prospective partners within Nigeria, the following steps are suggested:
• Be upfront on agent commissions • Adopt a hybrid model of providing learning (given visa constraints) • Identify a credible local partner • Establish close relationship with alumni who wield influence in respective markets – word of mouth referrals are the most effective means of publicity • Adopt a strong social media presence • Tailor content to different audiences • Judge admissions based on merit – restrictive/blanket admission requirements can be a turn off to prospective students, especially as it pertains to English language proficiency and testing
Education & Training Services Guide | 2021 133 BEST PROSPECTS
Four-year universities/colleges with top choice programs: • Science, Technology, Engineering & Mathematics • Business Management • Finance • Arts
Community Colleges – growth sector
High schools/Boarding schools – growth sector
EVENTS
• Virtual Education Fairs – Dates to be confirmed
RESOURCES
• U.S. Commercial Service – Nigeria: https://www.trade.gov/nigeria • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • EducationUSA • Abuja: Folashade Adebayo – Education Advising Supervisor – [email protected] – +234-9-4614241 • Lagos: Chinenye Uwadileke – EducationUSA Adviser – [email protected] - +234-1460-3801 • Website: http://educationusa.state.gov/ • The Fulbright Commission • U.S. Embassy Abuja, Plot 1075 Diplomatic Drive, Central District Area, Abuja, Nigeria, +234-9-461-4000 • [email protected] or [email protected]
U.S. COMMERCIAL SERVICE CONTACT
Anthony Adesina, Commercial Specialist U.S. Commercial Service – Lagos, Nigeria Email: [email protected] Phone: +234 1 460 3465
134 U.S. Commercial Service NORDIC COUNTRIES
Education Market Snapshot
Category Denmark Finland Norway Sweden
Total number of mobile 17,833 10,033 18,806 17,281 students abroad1 Percent of population 27.3% 27.4% 30.0% 28.5% under 24 years of age2
Total population3 5,837,213 5,571,665 5,467,439 10,202,491
OVERVIEW
The United States remains one of the most popular study destinations for Nordic students, and the number one destination outside Europe. Nordic students view studying abroad as an opportunity to enhance employability and improve transferable skills and they are often motivated to travel abroad in some phases of their study. Generally, the completion of a degree from a U.S. educational institute is a desirable qualification on employment applications.
According to the Open Doors 2020 report, 7,000 Nordic students studied in the United States in academic year 2019/20, a -7 percent decrease compared to the prior year. Despite the decline, Nordic students contributed $297 million to the U.S. economy4 in 2019.
All levels of education are tax funded in the Nordics and thus tuition is free for eligible residents. The Nordic educational systems range from highly ranked to world renowned, nearly all youth are enrolled in public schools and study English from the third grade or earlier. All Nordic countries rate around or above the OECD average of performance in reading, mathematics, and science (PISA, 2018), and according to the Shanghai Ranking (2020), there are seven Nordic universities among the world’s top 100. Nordic students with strong academic abilities often select a secondary education where they can focus on languages, sciences, math, or similar subjects to prepare them for university.
Financial aid is also available to eligible Nordic students wishing to pursue a degree in higher education. The structure of the aid also transfers abroad with local variations/limitations due to, for instance parents’ incomes, degree level, commencement, and terms of studies (part- or fulltime; maximum amounts, etc.), creating a potential for Nordic students to pursue higher education abroad.
Education & Training Services Guide | 2021 135 Denmark, Finland and Sweden are European Union (EU) members. Norway is not a member, but is linked to the EU through the European Economic Area (EEA) agreement. The EU has strict laws governing the protection of personal data, including the use of such data in the context of direct marketing activities. For more information, see the Full GDPR text (https://eur-lex.europa.eu/ legal-content/EN/TXT/?qid=1552662547490&uri=CELEX%3A32016R0679).
SUB-SECTORS
In the academic year 2019/2020, just over 10 percent of Danish university students that studied abroad, studied in the United States. This was a small decrease from 2018/2019 and a more than 7 percentage point decrease from 2017/2018.
In the academic year 2018/2019, more than 6,900 Finnish university exchange students spent a semester or a whole academic year abroad; 250-300 of them chose to study at a U.S. higher education institution. 450-500 students were studying an entire degree in the United States.
The number of Norwegian students studying in the United States has steadily decreased, the largest percentage decrease last year was at the graduate level. The Norwegian government published a White Paper on Student Mobility in October 2020. To normalize student mobility as a natural part of the Norwegian higher education system, students are now presumed to participate in international studies, unless they make an active choice to opt-out of an exchange period abroad. Financial aid and the structure of support will also be impacted by the recent White Paper, however per today the changes are unclear.
In the academic year 2018/2019, 23,600 Swedish students studied abroad, a decrease for the fourth consecutive academic year.5 Of these, 16.8 percent or 3,960 studied in the United States (-6.4 percent), of which 700 were exchange students and 3,270 were free movers. The decrease in Swedish students studying abroad is in part due to shifting demographics, with smaller cohorts graduating from high school in 2019, and in part due to the unfavorable exchange rate.
Nordic society is highly digitalized, and many students take advantage of the free online education platform available to them through Nordic university enrollment.
Higher Education
Denmark6
Denmark had a total of 230,559 domestic students in reporting year 2020.
Danish Students in the U.S.
Academic Level 2018/19 2019/20 % Change
Undergraduate 449 421 -6.20 Graduate 181 184 1.70 Non-Degree 709 584 -17.60 OPT 84 75 -10.70
136 U.S. Commercial Service Finland7
Finland had a total of 260,983 domestic students in reporting year 2019 (latest available information).
Finnish Students in the U.S.
Academic Level 2018/19 2019/20 % Change
Undergraduate 1,153 1,144 -0.8 Graduate 294 259 -11.9 Non-Degree 338 327 -3.3 OPT 203 156 -23.2
Norway8
Norway had a total of 254,179 domestic students in reporting year 2019 (latest available information).
Norwegian Students in the U.S.
Academic Level 2018/19 2019/20 % Change
Undergraduate 388 373 -3.90 Graduate 138 117 -15.20 Non-Degree 129 128 -0.80 OPT 61 72 18.00
Sweden9
Sweden had a total of 321,339 domestic students in reporting year 2020.
Swedish Students in the U.S.
Academic Level 2018/19 2019/20 % Change
Undergraduate 1,978 1,963 -0.8 Graduate 348 318 -8.6 Non-Degree 688 557 -19.0 OPT 446 375 -15.9
Education & Training Services Guide | 2021 137 Totals
Total of Swedish, Norwegian, Danish and Finnish students in the U.S.
Academic Level 2018/19 2019/20 % Change
Undergraduate 3,968 3,901 -1.7% Graduate 961 878 -8.6% Non-Degree 1,864 1,596 -14.4% OPT 794 678 -14.6% Total 7,587 7,053 -7.0%
Undergraduate
Most Nordic students studying in the United States do so at the undergraduate level, with the exception of Denmark.
While associate degree courses are popular, there is no Nordic equivalent to the U.S. associate degree. When students return to their home countries, not all U.S. credits are approved for further studies in the Nordics. Therefore, a non-trade associate degree is a less interesting option for a Nordic student, unless they intend to pursue higher education where credit is recognized.
Community College
Many U.S. community colleges are represented by educational agents in the Nordics and are those that draw the largest percentage of Nordic students. In 2017, 1,200 Swedish students studied at community colleges in the United States. According to a 2018 report by the Swedish Board of Student Finance (CSN), the most popular community college programs 2010-2012 were the general and economics programs.
Graduate Education
Contrary to their Nordic peers, Danish students generally study abroad during their master’s degree program. In Denmark, international study at the graduate level in the United States increased slightly in the academic year 2019/2020 as compared to 2018/2019. Historically, the number of Danish students studying at the graduate level abroad has been relatively stable.
Secondary Education
Due to the difference in educational systems between the United States and Nordic countries, the demand for secondary education in the U.S. is limited. Since U.S. high school credits generally are non-transferable to Nordic high schools, students need to redo the grade upon returning to the Nordics, with the below mentioned exception of Norway. A U.S. high school year can be integrated into a Norwegian diploma, but not into a Danish, Finnish or Swedish diploma.
In Norway, credits can be considered and approved, but need to be confirmed in advance with the student’s Norwegian school. Swedish students take a gap year when attending U.S. high
138 U.S. Commercial Service schools, since U.S. high school grades are only acknowledged at the lowest passing level in Sweden, an option that is not attractive to most pupils.
Financial aid is generally not available to Nordic students for high school studies abroad, with the exception of Norway. In Norway, students whose U.S. high school credits have been confirmed and approved in advance, can be granted a scholarship from the government. Students are also required to pass their classes. Finnish students are able to apply for financial aid for international secondary education, but the requirements are stricter than for financial aid for local secondary education. Swedish students are eligible for financial aid at the secondary level, if the equivalent education is not available in Sweden.
Online Programs
There are many local providers of non-degree and certificate online programs in the Nordics. Online programs are typically targeted for individuals to further their professional development in a specific field. These programs include Professional Certificate Training and eMBA programs. In general, for these types of programs, Nordic students cannot receive financial aid.
Research and Development
Research and development are high priorities for all Nordic governments. Some of the most well-known programs for research and development between the United States and the Nordic countries can be found below:
• American Scandinavian Foundation: www.amscan.org • Thanks to Scandinavia Scholarship: www.thankstoscandinavia.org
Denmark
• The Denmark-America Foundation: www.wemakeithappen.dk • Fulbright Center Denmark: www.fulbrightcenter.dk
Finland
• Fulbright Finland: www.fulbright.fi • Björn Savén's Finnish American Scholarship: www.samsuomi.fi
Norway
• EducationUSA Norway: www.education.usa.no • NORAM Scholarships: www.noram.no • U.S. - Norway Fulbright Foundation: www.fulbright.no
Sweden
• Fulbright Sweden: www.fulbright.se • The Sweden America Foundation: www.sweamfo.se
Education & Training Services Guide | 2021 139 Professional Training Services
There are many local providers of professional training services in the Nordics, both public and private. Among the most popular professional training services are management training, courses for entrepreneurs, and courses in ICT, accounting, and marketing. Nordic customers could be trained virtually in areas where expertise is high and where the market segment is considered narrow, such as high tech. For U.S. companies interested in entering the Nordic market, the best option is to identify a Nordic partner to collaborate with. For more information, please contact the Commercial Specialists listed at the end of this report.
Education Technology
The Nordic countries are among the most digitalized in the world and have specifically been working toward digitalizing education over the last decade. Many schools use Zoom or Microsoft Teams as platforms for distance teaching. For handing in assignments, posting course literature, and communicating with classmates and instructors, it is common in Nordics schools to use Learning Management Systems (LMSs). Examples of such include Google Classroom, Canvas, Moodle, Itslearning, and Showbie. The decision regarding which LMS each school uses is often made on a municipality level, although many schools have the autonomy to make the choice independently. U.S. companies hoping to break into the Nordic LMS markets will need to adapt their products/services to each respective Nordic language and curriculum.
Online learning platforms are widely used in Denmark, though the market is dominated by a few domestic providers. Because of the oligopolist structure of the market, it would be challenging for a new platform to enter the Danish market without establishing a strong partnership with one of the giants in the industry.
In Norwegian higher education, the local platform Itslearning is losing market share against its international counterparts such as Tieto and Showbie. The latter two are commonly used for elementary, middle, and high school.
In Finland and Sweden, pupils are provided with personal devices as early as in elementary school. Throughout all levels of education, students are commonly given access to MS Office and use a wide array of LMSs. In addition to the LMS platforms common to the Nordics, these platforms are also used: Ping Pong, Fronter, and Vklass.
OPPORTUNITIES
Nordic students are highly literate, proficient in English, have an open, international mind-set, and are interested in travel and engaging with other cultures. Many Nordic students are attracted by the characteristics of American university life. The life painted through media in the last century holds promise of collegial activities such as a playful environment with an inspirational and high standard learning. In the very fitness and sports oriented Nordic societies, college sports are an area for elite youths looking for scholarships in the United States. Programs/agreements where tuition can be reduced are attractive for Nordic students who want to partake in the American college experience while further improving their English language skills. Partnership and exchange agreements with Nordic universities are a common method for market entry.
140 U.S. Commercial Service The Nordic countries consistently rank in the top 10 in EF’s English Language Proficiency Rankings. In 2020, Denmark, Finland, Sweden, and Norway occupied the second, third, fourth, and fifth spot rankings, respectively. Because of their high English language proficiency, many Nordic students will not be attracted to basic English classes, but will seek educational opportunities in other, more specialized fields.
The EU goal is that, by 2020, 20 percent of all students should have experience from exchange studies or internships abroad when they graduate. The Norwegian government announced in 2017 and confirmed in a 2020 White Paper, that they have a long-term goal of 50 percent exchange/studies abroad. In Sweden, the student mobility goal has been set at 25 percent by the year 2025, yet of those that graduated in 2018/19, only 15 percent had studied abroad.
Engineering and Business and Management are the two most popular study fields for both Danish and Finnish students in the United States. In Norway, the one-year LLM program in the U.S. is of interest to Norwegian law students wishing to gain expertise in a specialized field.Swedish graduates with the highest share of studies abroad included those with masters degrees in Business, Economics and Law, as well as degrees in social sciences, law, business and administration.
DIGITAL MARKETING STRATEGIES
Facebook, Snapchat, Instagram, Twitter, and LinkedIn are the most used social media platforms among students in the Nordic countries. These platforms each attract more than 70 percent of students from each country, making them ideal venues for digital marketing campaigns.
Generally Zoom and Microsoft Teams are the online communication platforms of choice among Nordic schools and universities. Nordic students most frequently stream videos from YouTube and Netflix. Spotify is commonly used to stream music, and in Finland, WhatsApp is a common messaging platform among students. Students search for extracurricular jobs on LinkedIn, union websites, private job platforms (i.e. CareerGate, Graduateland, Finn.no, Monster, etc.), and university-sponsored job platforms.
In Denmark, students generally learn about educational opportunities such as exchange through their academic institution or personal connections. It is common for universities to advertise their international programs by organizing student fairs and through student counseling.
Finnish schools often provide students with information about educational opportunities through visits or “open house” days in higher education institutions. During these days, high school and vocational school students visit university campuses to learn about degrees they are interested in. Higher education institutions advertise in social media.
Norwegian and Swedish students often learn about the different educational routes through student fairs, guidance counselors in their high schools, ads on social media, or personal connections. There are also information meetings and student fairs held by local education agents reaching out to students regarding international higher education opportunities, sports scholarships, etc.
The EU General Data Protection Regulation (GDPR), which governs how personal data of
Education & Training Services Guide | 2021 141 individuals in the EU may be processed and transferred, went into effect on May 25, 2018. The Nordic markets are bound by GDPR rules. Conducting advertising campaigns directed at EU markets or mentioning an EU member state in relation to the good or service could be relevant to U.S. companies. For more information, see Full GDPR text (https://eur-lex.europa.eu/legal- content/EN/TXT/?qid=1552662547490&uri=CELEX%3A32016R0679).
EVENTS
College Days Scandinavia: www.collegedaysfairs.org
Denmark EDU days - Webinars approximately biweekly (no in-person events due to COVID-19) www.edu-days.dk/
Finland Educa Helsinki Trade fair for education and training sector Helsinki (online event), 29–30 January 2021
Studia Finland’s largest youth study and career event Helsinki, 23–24 November 2021 https://studia.messukeskus.com/?lang=en
Norway Ta Utdanning 2020 www.tautdanning.no/uk/
EducationUSA Fair 2020 – Beginning of November www.education.usa.no/for-u-s-higher-education-institution/
Sweden Gymnasiemässan This is Sweden’s largest high school fair. 2021 dates have not been set yet, but are generally in November. In 2020 this fair was virtual. https://www.gymnasiemassan.nu/summary-in-english?sc_lang=en
Saco Student Fair 2019 This is Sweden’s largest event for post-secondary education. 2021 dates have not been set yet, but are generally in late November-early December in Stockholm and Malmö. In 2020 this fair was virtual. https://www.saco.se/en/saco-student-fairs/
RESOURCES
• U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services
142 U.S. Commercial Service Denmark
• U.S. Commercial Service – Denmark: https://www.trade.gov/denmark • Danish Students Grant and Loan Scheme: www.su.dk/english/ • Fulbright Commission & Education – USA: https://fulbrightcenter.dk • Denmark-America Foundation: www.wemakeithappen.dk/ • Ministry for Children and Education: www.eng.uvm.dk/ • Ministry for Higher Education and Science: https://ufm.dk/en?set_language=en&cl=en • The Danish Accreditation Institution: https://akkr.dk/en/
Finland
• U.S. Commercial Service – Finland: https://www.trade.gov/finland • Fulbright Finland Foundation: www.fulbright.fi • League of Finnish – American Societies (SAM): www.samsuomi.fi/activities • Ministry of Education and Culture: www.minedu.fi/en • National Board of Education: www.oph.fi/en • Social Insurance Institution in Finland, KELA: www.kela.fi/web/en
Norway
• U.S. Commercial Service – Norway: https://www.trade.gov/norway • Association of Norwegian Students Abroad (ANSA): www.ansa.no • Fulbright Norway: www.fulbright.no/ • Norwegian Agency for Quality Assurance in Education (NOKUT): www.nokut.no/en/ • Norwegian Agency for International Cooperation and Quality Enhancement in Higher Education (DIKU): www.diku.no/en • Norwegian Agency for Quality Assurance in Education, NOKUT: www.nokut.no/en/ • Norway America Association (NORAM): www.noram.no/en/ • Norwegian State Educational Loan Fund (Lånekassen): www.lanekassen.no/Languages/ • StudentTorget: www.studenttorget.no/
Sweden
• U.S. Commercial Service – Sweden: https://www.trade.gov/sweden • Fulbright Commission: www.fulbright.se/ • Study Now Studera.nu: www.studera.nu/startpage/ • Sweden America Foundation: www.sweamfo.se/in-english • Swedish Board of Student Aid: www.csn.se/languages/english.html • Swedish Council for Higher Education: www.uhr.se/sv/Information-in-English/ • Swedish Higher Education Authority: www.english.uka.se/ • Swedish Institute: www.si.se/en/
Other • EducationUSA: www.educationusa.state.gov • EducationUSA – Student Mobility Fact Sheets: www.educationusa.state.gov/us-higher- education-professionals/recruitment-resources/student-mobility-fact-sheets • EU Country Commercial Guide: https://www.trade.gov/country-commercial-guides/
Education & Training Services Guide | 2021 143 european-union-brexit?section-nav=9652 • Institute of International Education, Open Doors Report 2020: www.iie.org • Organization for Economic Co-operation and Development (OECD): www.oecd.org
U.S. COMMERCIAL SERVICE CONTACTS
Patrycja Dahl, Commercial Specialist U.S. Commercial Service – Copenhagen, Denmark Email: [email protected] Phone number: +45 3341 7202
Mia Maki, Senior Commercial Specialist U.S. Commercial Service – Helsinki, Finland Email: [email protected] Phone number: +358 9 6162 5289
Heming Bjorna, Senior Commercial Specialist U.S. Commercial Service – Oslo, Norway Email: [email protected] Phone number: +47 213 08 760
Nancy Bjorshammar, Commercial Specialist U.S. Commercial Service – Stockholm, Sweden Email: [email protected] Phone number: +46 8 783 5347
______
1 UNESCO Student Mobility number 2-3 CIA World Factbook 4 BEA, Table 2.3. U.S. Trade in Services 5 Swedish Higher Education Authority, 2020 Annual Report 6,9 Open Doors, Research & Insights 6,7,8,9 Open Doors, Places of Origin
144 U.S. Commercial Service PANAMA
Capital: Panama City Population: 3,894,082 (July 2020 est.) GDP: 104.1 Billion USD (2017 est., Purchasing Power Parity) Currency: Balboas (PAB) Language: Spanish (official)
UNESCO Student Mobility Number: Panama has 3,647 students studying abroad according to UNESCO.
CIA World Factbook 42.15% of the population in Panama is under 24 years old.
OVERVIEW
Panama’s education sector comprises a total of 827,583 (est. 2019) students. 703,445 attend public schools and an estimated 124,138 students attend private schools (2019). The total number of 12th graders for the 2019/2020 school year was 43,466. The 10,000 high school seniors in private schools are the ones who have the ability to conduct university studies abroad. There are currently 35,000 students in higher education in 11 private universities in the country and every year 18,000 new students go into the University of Panama (government subsidized university).
The school year in Panama runs from March to late November or early December. There are six private schools with the same school calendar as the United States.
As Panama faces huge challenges post-Covid 19, the quality of its education system has become a priority in a bid to sustain economic growth, and for good reason. The country’s ability to acquire the level of skills needed to compete in a changing global economy with increasingly complex demands depends on it. Though the sector has historically suffered from a lack of continuity in policy, the current government’s emphasis on carrying out the goals of previous administrations – improving infrastructure at all levels, expanding technical training, increasing bilingualism, and strengthening student funding – represent steps in the sustainability of the sector.
SUB-SECTORS
Higher Education
U.S. colleges and universities continue to be the preferred overseas destination for Panamanian students, though competition from Europe has increased. The number of Panamanian students in the United States totaled 1,708 for the 2020 academic year, a negative -7.4 percent change from the prior academic year. The top five U.S. states for Panamanian students are Florida, Massachusetts, Texas, the District of Columbia, and California.
Universities such as Florida State University in Panama, University of Louisville in Panama, South Florida University, Towson University, and Illinois State University have agreements for students
Education & Training Services Guide | 2021 145 to start their courses in Panama and finish their studies in the United States. With the two-plus- two program, students spend two years in Panama and two years in the United States.
OPPORTUNITIES
English-language courses and higher education represent the best prospects within the study abroad market, and it’s worth noting that 85 percent of all managerial positions are filled by candidates who study abroad. The most in-demand fields of study for Panamanian students in the U.S. are business administration, management, finance, banking, marketing, and engineering.
The government of Panama, to improve English-language education in public schools, created the teacher-training program, Panama Bilingue. This program is designed for teacher trainees and teachers in Panama, in order to develop and enhance their teaching skills and English language skills. Since 2014, more than 10,000 teachers were sent abroad, predominantly to the United States, Canada, and the United Kingdom in the Panama Bilingual Program, translating to an impact on 200,000 students in the country. The trend for 2021-2022 is in-house English- language courses.
The following government of Panama institutions offer scholarships and financing for studying abroad:
IFARHU (Instituto para la Formacion y Aprovechamiento de Recursos Humanos) is a government agency that offers loans to finance higher education. Its programs include financial aid to be paid back by the student that allows students to start or continue higher education, either in-country or abroad. IFARHU has developed several programs and scholarships with universities and colleges in the United States. The contact for IFARHU is: [email protected].
SENACYT (Secretaria Nacional de Ciencia y Tecnologia - Science & Technology Secretariat) is another government agency that provides scholarships for Panamanians to study abroad in science- and technology-related fields. The scholarships are available to students who have been accepted to graduate (Master’s, PhD, and research) programs abroad. The contact for SENACYT is Jane Saldaña: [email protected].
FULBRIGHT Program, U.S. Embassy Panama, is the flagship international educational exchange program sponsored by the U.S. government and is designed to increase mutual understanding between the people of the United States and the people of other countries. The Fulbright Program offers grants to qualified Panamanian graduate students to study in the United States. Panamanian scholars are eligible for Fulbright Scholar-in-Residence grants and Fulbright NEXUS, a year-long grant with a 2-3-month exchange component focused on applied research. For information on Fulbright, contact Sarah Ferguson at [email protected].
The EducationUSA contact in Panama is Gladys Bernett, [email protected].
Activities, including school visits, student fairs, seminars, and advertising campaigns have become effective and important tools for student recruitment. Marketing materials should target the parents of prospective students. Internet and social networks are rapidly growing in Panama, while radio advertisement continues to be an effective and inexpensive way to promote study abroad programs.
146 U.S. Commercial Service DIGITAL MARKETING STRATEGIES
Panama’s total population is 4.28 million people, with a total of 4.86 million cellular phone lines, representing 114 percent of the population. This means that many Panamanians own more than one cell phone. The total number of Internet users is 2.63 million, 62 percent of the population, of which 2.40 million are active users of social networking sites.
The preferred internet platform of students in Panama is Google, which gets 14.6 visits every 12 minutes. Google is used to research information on any given topic. The most popular social media site used by students is Instagram, with 1.60 million users. YouTube is by far the most popular video streaming platform in Panama. LinkedIn is the platform most used to search for job opportunities, with 675,900 users registered in Panama, accounting for 15.6 percent of the population.
Instagram and radio are the most used platforms for in-country schools and competitors to reach students.
Students and parents receive information about educational opportunities through student counselors, agents, and social medial platforms. Electronic newsletters are also a good way to promote your institution in-country.
The U.S. Commercial Service in Panama recommends that U.S. study-state consortia and/or education institutions invest in marketing in radio, digital newsletter campaigns, and WhatsApp as they build their digital outreach strategies in Panama.
In Panama, it is common to see WhatsApp contact numbers everywhere, from business cards to advertising campaigns. People not only use it to message their friends, but also doctors, lawyers, plumbers, teachers, and students. WhatsApp groups are also very popular and another good reason to use the app.
EVENTS
• IFARHU Trade Fair • EducationUSA Fair
RESOURCES
• U.S. Commercial Service – Panama: https://www.trade.gov/panama • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services
U.S. COMMERCIAL SERVICE CONTACT
Jeane A. Zuniga, Commercial Specialist U.S. Commercial Service – Panama City, Panama Email: [email protected] Phone: +507-6617-9982
Education & Training Services Guide | 2021 147 PERU
Capital: Lima Population: 32,625,948 (June 2020 – Peruvian National Institute of Statistics) GDP: 417.69 Billion USD (2019 est., Purchasing Power Parity) Currency: Sol (PEN) Language: Spanish
UNESCO Student Mobility Number: Peru has 33,701 students studying abroad according to UNESCO.
CIA World Factbook: 42.64% of the population in Peru is under 24 years of age.
OVERVIEW
During the last 11 years, education has been the sector to which the largest proportion of the Peruvian public budget has been allocated. However, local governments executed just two- thirds of the budget, said the Peruvian Institute of Economy (IPE).
The constitutional reform law approved by the Peruvian Congress establishes a minimum of 6 percent of GDP for the budget of the education sector. The main argument behind this is that public spending on education is below that of other countries in the region. In year 2019, the public budget of the education sector in Peru was USD 8.8 billion (4.2 percent of GDP for that year).
According to the IPE, the execution of the budget in the education sector in Peru was only 69 percent in 2019. In particular, local governments executed just two-thirds of the investment budget, which is mainly explained by the limited progress in the construction of buildings and structures (65.9 percent). On the other hand, there is room to improve the efficiency of the use of resources in education. According to the International Monetary Fund (IMF), in Peru savings of around 1 percent of GDP could be obtained from reducing spending inefficiencies in the education sector.
COVID Impact on Education
According to UNESCO, Peru was the first country in Latin American to decree the mandatory social distancing of its population on March 16, 2020 only 10 days after detecting its first case of COVID-19. The quarantine has impacted the education of 9.9 million Peruvian students as the start of classes was postponed and face-to-face classes suspended. The Peruvian government’s swift and decisive action has been recognized as one of the best responses to the pandemic in the region, though the impact has been questionable as Peru has maintained one of the highest per-capita death rates due to COVID-19. The Peruvian government is planning to establish virtual classes until mid-2021.
148 U.S. Commercial Service SUB-SECTORS
Higher Education
Due to Covid-19, higher education institutions, including universities (public or private) and graduate schools, had temporarily implemented virtual learning instead of non-attendance modality. The National Superintendency of Higher University Education (SUNEDU), responsible for licensing institutions and validating higher education degrees, has established criteria such as accessibility (economically and physically accessible learning alternatives for students), adaptability (adaptation of subjects and measurement instruments to non-attendance formats), and quality standards to be followed when giving classes virtually.
In higher education, students seek English training and soft skills and many study abroad through university programs and partnerships. Students also increasingly prefer vocational schools as Peru’s economic growth raised demand for qualified technicians. Furthermore, the government recognizes the need for vocational training and specialized skills in the labor market. Both the government and the people of Peru prioritize workforce readiness in a globalized world.
Secondary Education
Peru has 8 million students between the ages of 5 and 16 years. Many of Peru’s students come from the middle class, seeking education that is affordable, practical, and proximate. The private sector market for education in Peru presents several opportunities for U.S. firms. There are different school networks that provide innovative education and seek to cut the cost of higher education. Their goal is to expand geographical reach within Peru. These schools incorporate new methodologies and technologies aimed to develop research and exchange programs. Some examples of these types of schools are Futura Schools and Innova Schools. Their educational models involve blended learning — a form of education that uses technology and guided independent study to encourage critical thinking. Innova currently operates 49 locations in 12 regions in Peru and plans to expand its student body from 40,000 to 100,000 by 2023. There is strong potential for profitability in this market that U.S. education providers can tap into.
Online Programs
On March 27, 2020, one day after the announcement of the general quarantine and approximately 10 days after the scheduled opening of the school year, the Ministry of Education (MINEDU) announced the initial phase of a new strategy. The school year began with a non-attendance
Education & Training Services Guide | 2021 149 mode on April 6 through Aprendo en Casa, a new distance education strategy for pre-school, primary, and secondary education.
Aprendo en Casa is a virtual teaching initiative created by MINEDU with the cooperation of private organizations and multilateral agencies, in communication with ministries of education in the region. For the transmission of content, it has the support of national radio and television companies, and of telecommunication companies (to exempt the consumption of mobile data). Its objective is to cover the school curriculum by integrating new subjects such as citizenship and certain socio-emotional aspects of education; for example, by presenting educational games and readings.
The technological facilities in the homes of Peruvians are disparate: according to Peruvian National Institute of Statistics, 73 percent of Peruvians use the internet, however 82 percent have access only through a cellphone. Less than 40 percent of households have a computer.
OPPORTUNITIES
With over 1 million university students and an ever-growing middle class that is eager to invest in education, the demand for affordable, high-quality education in Peru is surging. Many of Peru’s educational institutions are incorporating cutting-edge technology and methods into their curriculum. Education providers entering Peru must consider approaches that broaden geographic reach and reduce costs for students. For example, the Pontifical Catholic University of Peru (PUCP) is expanding its offerings by creating new campuses in 10 of the largest metropolitan areas outside of Lima, as well as an international campus in Colombia.
Because Peruvian universities are expanding their geographic offerings, U.S. companies in the education field can offer partnerships for technological support, as well as best practices in pedagogy methods and instructional design. Foreign universities, such as la Universidad de Tarapaca of Chile and the Instituto Tecnologico de Monterrey of Mexico, have begun investing in the Peruvian education market.
The Peruvian Government proposed a change in the educational infrastructure execution model to accelerate the closing of the gap and contribute to the economic reactivation of the country. They are developing a series of projects to improve educational infrastructure in the country, such as the Special Bicentenary Project. They want to construct 125 schools in the whole country that will benefit 142 thousand Peruvian students. The main goals are to improve the infrastructure of the schools, which is adapted to each geographic field, and standarize the investment cycle by reducing times of execution. American construction companies have a great chance to participate in these types of construction projects.
After the switch to mandatory virtual classes in Peru, several private schools and universities had to quickly identify alternatives for virtual platforms for distance education. There is a need for a new strategy for virtual learning, as the Peruvian government is planning to continue virtual classes until mid-2021. This represents an attractive opportunity for technology companies in the United States that wish to promote functional and practical platforms that can be used for distance learning.
150 U.S. Commercial Service DIGITAL MARKETING STRATEGIES
Under COVID times, Peruvian students use mostly Zoom, Google Teams and MS Teams platforms for their virtual classes. Also, students rely on Google for researching information. The most common platform used to promote professional opportunities is LinkedIn. The most popular streaming platform used in Peru is YouTube.
The most common way to receive information about educational opportunities abroad is through the international relations offices that several schools and universities have. The general recommendation for U.S. study state consortia and/or educational institutions to build digital outreach is through LinkedIn and Facebook, which are the most common social media platforms.
EVENTS • International Congress of Educators 2021 (Virtual): www.congresodeeducadores.upc. edu.pe/ • National Science and Technology School Fair (Date to be defined): http://eureka. concytec.gob.pe/
RESOURCES
• U.S. Commercial Service – Peru: www.trade.gov/peru • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education- industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Peruvian Ministry of Education: www.minedu.gob.pe • Regional Education Center of Lima: www.drelm.gob.pe • Institute of International Education: www.iie.org/opendoors • Peruvian National Institute of Statistics: www.inei.gob.pe • National Council of Science, Technology and Technological Innovation: https://portal. concytec.gob.pe/index.php/concytec/quienes-somos
U.S. COMMERCIAL SERVICE CONTACT
Jorge Prado, Commercial Specialist U.S. Commercial Service – Lima, Peru Email: [email protected] Phone: +51 956023507
Education & Training Services Guide | 2021 151 PHILIPPINES
Capital: Manila Population: 110,818,325 (July 2021 est.) GDP: 963.121 Billion USD (2019 est., Purchasing Power Parity) Currency: Philippine Pesos (PHP) Language: Filipino (official, based on Tagalog) and English (official)
UNESCO Student Mobility Number The Philippines has 18,859 students studying abroad according to UNESCO.
CIA World Factbook 51.58% of the population in the Philippines is under 24 years of age.
OVERVIEW
In 2016, the Philippines transitioned to a K-12 education system led by the Philippine Department of Education (DepEd) and the Philippine Commission on Higher Education (CHED). The transition to a K-12 model opened the door for international education institutions to market degree programs and universities to future graduates of the K-12 system. While previously only a small group attending elite private schools qualified for international programs, more students are now enrolling in tertiary education. This increases the potential for full degree, short-term exchange, and certificate programs in the U.S.
The Philippines has 1,963 institutions of higher education. As of 2019, student enrollment was 1.5 million for private and 1.6 million for public institutions. Through the Quality Tertiary Education Act, public university tuition is free.
There is a strong presence of international schools in major cities such as Manila, Cebu, and Davao. In Manila, there are more than ten popular schools: Brent International School, British School of Manila, Chinese International School Manila, Domuschola International School, International School of Manila, The King’s School Manila, Multiple Intelligence International School, Reedley International School, Korean International School Philippines, the Beacon School, Faith Academy, Australian International School, and Southville International School and Colleges. These international schools offer both International Baccalaureate (IB) and Advanced Placement (AP) programs, with annual tuition fees ranging from $13,000 to $15,000.
Most Filipino students studying abroad are from the local private education network. This network is composed of 18,350 schools. The Coordinating Council of Private Educational Associations (COCOPEA) is the umbrella organization of all private schools in the Philippines. The Association consists of the Philippine Association of Colleges and Universities (PACU); the Philippine Accrediting Association of Schools, Colleges, and Universities (PAASCU); Association of Christian Schools, Colleges, and Universities (ACSCU); Catholic Education Association of the Philippines (CEAP); and Technical Vocational Schools Association of the Philippines (TVSA).
The U.S. Embassy in the Philippines and CHED signed a Joint Statement on Higher Education Cooperation in 2019 to increase collaboration in institutional linkages, capacity building, and
152 U.S. Commercial Service developing government/industry/academic ties. The Joint Statement recognizes the growing market, the possible economic rebound after the pandemic, and the transition to a K-12 system to allow more middle-class students to have the option of studying abroad.
SUB-SECTORS
Community College Programs and Boarding Schools
Continues to be a niche market. Most Filipino families prefer direct university entry.
Higher Education (Undergraduate and Graduate)
According to the IIE Open Doors Report, there were 3,295 Filipino students enrolled in the United States for the 2019/2020 academic year, including 1,753 pursuing undergraduate degrees, 1,007 seeking graduate degrees, 444 pursuing Optional Practical Training (OPT), and 91 in other programs. The states with the highest numbers of Filipino students are California, New York, Texas, Massachusetts, Maryland, Illinois, Hawaii, Florida, Pennsylvania, and New Jersey. This mirrors locations with the largest Filipino communities in the U.S., as community and family support networks are determining factors in where Filipino students choose to study. With over 50 percent of the population aged 24 and younger, there will be a surge of youth positioned to enter higher education institutions.
Online Programs and Education Technology
The pandemic has sparked demand for online programs and education technology tools across all academic levels for distance learning. However, this educational model shift has experienced challenges, primarily due to the lagging Philippine Internet connectivity. Speedtest Global Index documents Philippine mobile Internet speed at 14.24 Mbps (global average is 30 Mbps) and fixed broadband speed at 23.80 Mbps (global average is 74.64 Mbps). For many years, the Philippines' internet speed ranked lower than Syria and was the slowest in Asia. Cellular coverage is spotty at best due to a long-lasting duopoly between two major players that has not encouraged investment in the sector. The nation of 109 million people and 7,000 islands has only 20,000 cellular towers.
Research and Development
There are research and development opportunities in academic programs relevant to the government's priority disciplines: science, maritime, medicine, health, engineering and technology, agriculture, teacher education, hospitality, and architecture and town planning. Private and public institutions welcome partnership opportunities for research and accommodate visiting fellows and professors for knowledge exchange programs and capacity building.
Professional Training Services
The majority of the Philippine workforce is aged 25 – 54 years old. There are more than 500,000 Philippine small- and medium-sized enterprises (SMEs) seeking training to advance their business operations. Several training centers partner with private and public sector employers to offer technical training and programs. There is an increased interest in executive education programs and certificates among Philippine business leaders. The Philippine Business for
Education & Training Services Guide | 2021 153 Education, a USAID-funded education organization, and several others urge the government to create a national plan for workforce competitiveness and skills development to support its growing economy.
U.S. education institutions need to consider several factors when marketing in the Philippines. First, with increased difficulty securing employment beyond the OPT period after graduation, returning students to the Philippines must attend well-known universities to be competitive in the local job market. Second, according to the Philippine Statistics Authority, the average individual yearly income for 2018 was $6,260. While the middle class is growing, it will take time for overseas education to be commonly accessible. U.S. schools are primarily targeting the private school network, where students meet the academic and financial requirements for overseas education. Popular destinations for Filipino students include Australia, Canada, New Zealand, and Japan, all of which extend price-competitive offerings compared to the United States. Many competing countries offer generous scholarships, have active marketing campaigns, and are highly visible at local study abroad fairs, often with government subsidies. Finally, the commission provided to agents promoting competitor nation schools tends to be as large as 50 percent of the first year of tuition, while the U.S. standard is around 20 percent.
OPPORTUNITIES
U.S. schools should be prepared to invest considerable time and financial resources into the Philippine market as competition is fierce. Schools without brand recognition should partner with local agents and universities and conduct aggressive marketing efforts. Visiting the university fairs of the international school community would also be an excellent first step.
Best practices for success include featuring successful Filipino alumni in marketing materials and providing career support for those wishing to remain in the U.S. after graduation. International recruiters are also utilizing incentives, including TOEFL waivers, scholarship programs, and student internships.
For the truly dedicated, creating a program that would qualify for a Philippine government scholarship may be an available marketing angle. This would require devising a price and program structure in close communication with CHED.
DIGITAL MARKETING STRATEGIES
Filipino students are fascinated by education events promoted via social media. As a social media capital of the world, Filipinos actively use social media platforms for a whopping 10 hours per day, seven days per week. The best platforms to reach the most students are Facebook (75 million active users), Twitter (12 million active users), and Instagram (10 million active users). YouTube (11 million active users) is the most popular platform for social video streaming. LinkedIn's usage (8 million active users) has also been growing among newly graduated students and young professionals.
154 U.S. Commercial Service EVENTS
The U.S. Embassy in the Philippines organizes education fairs through EducationUSA. There were two EducationUSA fairs pre-COVID.
• EducationUSA Fair 2020, Manila - February 27, 2020 • EducationUSA Fair 2020, Cebu - February 28, 2020
For EducationUSA scheduled virtual programs, please visit https://ph.usembassy.gov/education- culture/educationusa/ and https://www.facebook.com/educationusa.philippines/.
RESOURCES
• U.S. Commercial Service Philippines: https://trade.gov/philippines • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services • Philippine Department of Education (DepEd): https://www.deped.gov.ph/ • Philippine Commission on Higher Education (CHED): https://ched.gov.ph/ • U.S. Embassy in the Philippines: https://ph.usembassy.gov/ • EducationUSA Philippines: https://ph.usembassy.gov/education-culture/educationusa/
U.S. COMMERCIAL SERVICE CONTACT
Mr. John Giray, Education Commercial Specialist U.S. Commercial Service – Manila, Philippines Email: [email protected] Phone: +632 301 2000, ext. 2182
Education & Training Services Guide | 2021 155 POLAND
Capital: Warsaw Population: 38 million (July 2021 est.) GDP: 1.261 Trillion USD (July 2019 est., Purchasing Power Parity) Currency: Polish Zloty (PLN) Language: Polish
UNESCO Student Mobility Number: Poland has 26,351 students studying abroad according to UNESCO.
CIA World Factbook: 24.6% of the Polish population is under 24 years old.
OVERVIEW
Before the COVID-19 outbreak, Poland had been undergoing consistent and uninterrupted economic growth for the past 20+ years. GDP per capita, which is a major indicator of the Polish society’s purchasing power, has been increasing steadily and reached $33,221 in 2019, 72 percent of the EU average. Public expenditures for education currently amount to 4.6 percent of GDP, including 1 percent spent on higher education.
Due to the COVID-19 pandemic, the situation in Poland has changed dramatically during the past nine months, even though economically Poland is the least affected country in Europe. The latest forecast of the Organization for Economic Cooperation and Development (OECD) predicts a decline in Poland's GDP in 2020 by 3.5 percent, and an increase in GDP of 2.9 percent and 3.8 percent in 2021 and 2022, respectively.
The societal effects of COVID-19 are severe, with the first lockdown in spring 2020 exposing the shortcomings of Polish schools’ organization, technology, and teaching methodologies. The situation in autumn 2020 became more drastic as the second wave of the pandemic spread rapidly, causing Poland to become one of the most negatively affected European countries and leading to another complete lockdown of schools in October.
Public education is free at all levels in Poland and the public system is supplemented by private and community schools and universities. Polish schools offer a solid educational foundation, which can be confirmed by good results on the PISA tests (the Program for International Student Assessment).
Poland’s ruling government was elected into power in 2015, bringing with it educational reforms to the primary and higher education systems. In autumn 2020, government restructuring consolidated education responsibilities under the umbrella of a newly established Ministry of Education and Science.
The school system currently consists of eight years of primary school and four years of general high school. For those in technical high school, it is a five-year program. Middle schools were phased out in 2019, and high schools will continue to teach a combination of old and new programs until the end of the 2021/2022 school year.
156 U.S. Commercial Service In the 2019/2020 school year, there were 14,500 primary schools, more than 90 percent of them public. There are 7,600 secondary schools, 77 percent public and 23 percent private. 87.7 percent of pupils attend schools that culminate with final exams, allowing them to apply for universities. An International Baccalaureate (IB) certificate is offered by 44 general secondary schools, making an IB certificate available to 1.2 percent of all pupils. From 2014-2018, Poland’s private education base grew by 17 percent. In 2020, the interest in private education has boomed due to the repeated lockdowns of schools, which revealed the shortcomings of Poland’s public education system, technology, and quality of teaching. Monthly tuition fees for non-public schools vary from less than $300 for community schools, to $600-$700 for private schools, and $2,700 or more for high-end international schools. Approximately 40 percent of Polish families with children attending private schools have a yearly income exceeding the equivalent of US $40,000, confirming the population’s growing interest and ability to invest in private education. The turbulence caused by recent education reforms further increased the interest in private schools, as well as in education opportunities abroad.
Poles between the ages of 30-34 years surpassed EU targets, with more than 45.7 percent attending higher education institutes, becoming one of the best-educated societies in the region.
A reform of the higher education system launched in 2018, with the aim of improving the potential of the Polish science curriculum and the quality of education. The reform, which was aimed at strengthening the ties between the science and business communities, has changed funding rules for universities and academic career paths, increasing their autonomy. Though it was recently introduced, Poland’s higher education reform is currently under review. The Minister of Education’s statement that Polish universities should focus on formative, intellectual, and educational work and the system should steer toward “Polonization” raised concerns in academia.
There are 353 higher education institutions, located in 97 Polish cities. At the end of 2019, there were approximately 1.2 million students, 75 percent of whom study at public universities, 152,200 postgraduate students, and 93,100 academic teachers. The most popular fields of study are business and administration (18.1 percent), health (10.9 percent), social and behavioral sciences (9.7 percent), and engineering and technology (8.9 percent).
The number of students has decreased slowly but steadily over the last decade. The unfavorable demographic trend is expected to continue and become fully visible once the former higher education cycle is completed in 2022. Polish universities benefit from the interest of foreign students, who’s numbers increased from 57,000 in 2015 to 82,200 in the 2019/20 academic year. The majority of Poland’s foreign students come from the Ukraine (50.1 percent of all foreign students), Belarus, India, Spain, and Turkey. In 2019, there were 899 students from the United States, a decline of 77 students compared to the previous year.
English prevails as the foreign language taught at primary and secondary schools and universities and is commonly spoken by youth and young adults that have attended high school or higher education institutions. Private language schools offering English courses and summer programs are also popular and it is estimated that some 240,000 students study English at these schools.
SUB-SECTORS
Higher Education
The outbound mobility ratio of Polish students stands at 1.8 percent. Most Polish students take
Education & Training Services Guide | 2021 157 advantage of European programs, making Western Europe the primary destination for studying abroad. The United States is the sixth most popular destination country for Poles studying abroad, following the United Kingdom, Germany, the Netherlands, Denmark, and Italy. Poland was the 9th largest country in the European Union for sourcing students to study in the U.S.
According to the 2020 Open Doors Report, in the 2019/2020 academic year, there were 1,513 Polish students studying in the U.S., which indicated approximately a -1 percent decrease over the previous year. This change is reflected by a decrease in the number of category J visas issued in Poland. The top five destination states were New York, California, Massachusetts, Florida, and Texas.
Students in the U.S. by U.S. Institution Type % Associate's (2-year) Colleges 9.58% Baccalaureate (4-year) Colleges 5.81% Doctorate-granting Universities 65.67% Master's Colleges and Universities 14.15% Special Focus Institutions 4.79% Public Institutions 51.81% Private Institutions 48.19%
% Year-to-year Sector % Number Change Undergraduate 47.4 717 -0.4% Graduate 28.9 437 -4.2% Non-Degree 10.4 157 6.8% OPT 13.4 202 -0.5%
Source: 2020 Open Door Report
Undergraduate
According to the Open Doors Report, almost half of all Polish students in the U.S. pursue undergraduate studies.
158 U.S. Commercial Service Graduate Education
Polish students usually obtain institutional support for graduate studies in the U.S., and seldom bear the costs themselves. Graduate education and post-graduate studies have strong support from the Fulbright Commission. Since 2016, the Polish-U.S. Fulbright Commission has facilitated links between Polish and U.S. higher education institutions through study abroad initiatives funded by a State Department study abroad grant. More details are available at https://en.fulbright.edu.pl/news/. Partnerships between Polish and U.S. universities and their faculties provide for curriculum cooperation, exchange of lecturers, and student exchanges or scholarship programs.
Community College
Despite EducationUSA and Fulbright’s promotion efforts, knowledge of community college opportunities are still limited in Poland.
Secondary Education
The reform of Poland’s education system has resulted in an increased interest in a non-public education. It has also contributed to growing interest in investing, on a commercial basis, in studying abroad. The number of children attending elementary or middle schools grew from 37,000 in 2010 to over 100,000 in 2019. Data on the high school numbers is not yet available.
The United States is the second most popular destination for high school pupils studying abroad, following the United Kingdom. Polish youth usually attend school abroad to allow them to master their English language skills.
Online Programs
Before COVID-19, online programs were not very popular in Poland, though universities allowed up to 60 percent of programs to be delivered through the e-learning system. Some universities offer comprehensive online studies for selected programs, thanks to a direct cooperation between U.S. and Polish universities. Despite cost-efficient e-learning becoming more popular, it is generally seen as a training tool rather than a mode of regular study.
Research and Development
Recent higher education reforms and new innovation laws are aimed at boosting the scope and quality of research and development programs. Ten research universities were selected in 2019 to receive increased education subsidies in 2020-2026, allowing them to further improve the quality of their research and education programs and to compete and cooperate with foreign markets.
The Polish government has also introduced robust tax incentives for commercial enterprises investing in research and development, encouraging them to closely cooperate with universities.
Professional Training Services
The education reform provides for closer cooperation between universities and businesses. As a result, universities can grant academic degrees based on project implementation achievements, as well as offer dual education programs, which allow students to gain knowledge and practical skills at the same time.
Education & Training Services Guide | 2021 159 The development of new technologies and shortages of qualified employees has forced employers to provide training for their existing and future personnel, especially in the emerging professions.
OPPORTUNITIES
As of November 11, 2019, Poland became eligible for visa waiver status, making the United States more accessible for Polish citizens. Polish students still need visas to study and to participate in the Summer Work Travel Program and other exchange programs. However, it is expected that a boom in tourist and business travels will eventually translate into increased interest in acquiring a U.S. education.
Poles hold U.S. education in high esteem, although, they need more information in order to navigate the U.S. education system, admission procedures, visa procedures, and scholarship opportunities. EducationUSA programs run by the U.S. Embassy in Warsaw, the U.S. Consulate in Krakow, and the Poland Fulbright Commission, play an instrumental role in promoting U.S. education, while the U.S. Commercial Service assists individual U.S. education institutions with help in locating Polish partners, schools, universities, or commercial companies through fee- based services.
The main barriers preventing more Polish students from studying in the U.S. are the cost of study and the physical distance. Most Polish students seek direct scholarship opportunities or academic exchange programs.
Specialized travel agencies and language schools recruiting for short-term education programs usually also include offers for regular studies. The education agents that are active in Poland are mainly international organizations working on multiple markets.
Polish universities are usually reluctant to support student recruitment, unless, this is done under their existing university-to-university partnerships or a wider program. Polish universities usually list their foreign education partners on their websites.
DIGITAL MARKETING STRATEGIES
Facebook is used by almost all young people in Poland. For them, Facebook is the most important source of information, making it a good tool for education recruitment purposes.
The majority of Polish universities use the USOS platform, locally developed by the Inter- Academic Information Technology Center, of which most Polish universities are a member. Universities usually interface their individual platforms with USOS.
EVENTS
• Poland International Education Fair, Warsaw, TBD http://perspectives.pl/
There are many smaller fairs with regional outreach. Information is available upon request.
160 U.S. Commercial Service RESOURCES
• U.S. Commercial Service Poland: https://trade.gov/poland • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Ministry of Education and Science: https://www.gov.pl/web/edukacja • National Agency for Academic Exchange (NAWA): https://nawa.gov.pl/en/ • National Science Center (NCN): https://www.ncn.gov.pl/?language=en • Polish-U.S. Fulbright Commission: https://en.fulbright.edu.pl/ • Kościuszko Foundation's Program for Advanced Study, Research and/or Teaching: https://www.thekf.org/kf/scholarships/exchange-us/ • EducationUSA Advising Centers in Poland: https://pl.usembassy.gov/education-culture/ https://educationusa.pl/ • The National Centre for Research and Development: https://www.ncbr.gov.pl/en/
U.S. COMMERCIAL SERVICE CONTACT
Maria Kowalska, Commercial Specialist U.S. Commercial Service – Warsaw, Poland Email: [email protected] Phone: +48 22 625 4374
Education & Training Services Guide | 2021 161 PORTUGAL
Capital: Lisbon Population: 10,263,850 (July 2021 est.) GDP: 237.698 Billion USD (2019 est., Purchasing Power Parity) Currency: Euro (EUR/€) Language: Portuguese (official)
UNESCO Student Mobility Number: Portugal has 15,074 students studying abroad according to UNESCO.
CIA World Factbook: 24.52% of the population in Portugal is under 24 years old.
OVERVIEW
The education system in Portugal went through significant changes since it became regulated back in 1986. The last major reform was the redefining of the degree system according to the Bologna Process, of which Portugal is a signatory nation. The Portuguese higher education system is currently a three-cycle system, with a network of more than 40 public and 92 private higher education institutions.
According to the 2020 Institute of International Education Open Doors Report, there were 934 students from Portugal studying in the United States, a decrease of -4 percent compared with the previous year. Prior to 2020, the number of students in the U.S. from Portugal had been increasing, although, the proportion of the Portuguese population between the ages of 15-24 has been declining over the past ten years.
In 2019/20, 48 percent of students from Portugal in the United States enrolled at the undergraduate level, followed by the graduate level with 31.7 percent. Students pursuing optional practical training (OPT) accounted for 12.6 percent and the remaining 7.7 percent enrolled in non-degree programs, such as English language or short-term studies.
Portuguese students are actively seeking study abroad opportunities, and many take full advantage of the European Union’s Erasmus program for exchanges within Europe. Portuguese students highly value educational opportunities in non-EU countries, namely the United States.
SUB-SECTORS
• U.S. – Portuguese university student exchange programs • High school exchange programs • ESL – English as a Second Language intensive short-term programs • Distance and e-learning
162 U.S. Commercial Service OPPORTUNITIES
Portuguese students are primarily attracted to these types of U.S. programs:
• U.S. universities and community colleges • Undergraduate, Graduate and Master’s degree programs • Summer camps • Online programs • Optional practical training (OPT)
To effectively enter the Portuguese market, it is highly recommended that U.S. schools consider the following strategies:
1. Seek partnerships or agreements with public or private universities to facilitate joint programs and exchange programs for students and faculty; 2. Participate in local recruitment fairs, trade missions, and outreach events, as well as meet face-to-face with school counselors and other stakeholders; 3. Identify local agents/distributors/partners.
U.S. schools should also provide clear and in-depth information about programs and the application process, as well as describe opportunities for scholarships and financial aid. Due to the current conditions of Portugal’s economy and the fact that tuition fees in Portugal and in Europe are generally lower than the United States, fully or partially funded scholarships are the best way to attract Portuguese students.
EVENTS
• Futurália, April 2121 (Lisbon): http://futuralia.fil.pt/ • Study Abroad Portugal, Spring 2021 in Lisbon and Porto: http://www.studyabroadportugal.pt/
RESOURCES
• U.S. Commercial Service, Portugal: www.trade.gov/portugal • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Fulbright Commission Portugal: http://www.fulbright.pt/ • Portuguese National Council of Education: http://www.cnedu.pt • Council of Rectors of Portuguese Universities: http://www.crup.pt/ • Portuguese Polytechnic Institutes Coordinating Council: http://www.ccisp.pt • Portuguese Association of Private Higher Education: http://www.apesp.pt/ • Portuguese Foundation of Science and Technology: http://www.fct.pt/apoios/
Education & Training Services Guide | 2021 163 U.S. COMMERCIAL SERVICE CONTACT
Ana Vila, Commercial Specialist U.S. Commercial Service – Lisbon, Portugal Email: [email protected] Phone: +351 21 770 2532
164 U.S. Commercial Service RUSSIA
Capital: Moscow Population: 141,722,205 (July 2020 est.) GDP: 3.968 Trillion USD (2019 est., Purchasing Power Parity) Currency: Russian Rubles (RUB) Language: Russian (official)
UNESCO Student Mobility Number: Russia has 57,632 students studying abroad according to UNESCO.
CIA World Factbook: 26.78% of the Russian population is under 24 years of age.
OVERVIEW
Russia is the 6th largest economy in the world. Russia’s GDP at purchasing power parity is US $3.968 trillion. The country has a population of over 140 million people with growing purchasing power that demand well-known global brands and quality service. Russia is mostly an urban country. Between 15-25 percent of the country’s population belongs to the middle class and 74 percent of Russians live in urban areas. Besides Moscow and St. Petersburg, there are fifteen other Russian cities with populations over one million.
Education in Russia is provided predominantly by the state and is regulated by the Ministry of Education and Science. Regional authorities regulate education within their jurisdictions within the prevailing framework of federal laws. In 2004, state spending for education amounted to 3.6 percent of GDP, or 13 percent of the consolidated state budget. In 2018, the spending on education amounted to $20 billion. Private institutions account for 1 percent of preschool enrollment, 0.5 percent of elementary school enrollment, and 17 percent of university-level students. Education in state-owned secondary schools is free and first tertiary (university level) education is free, with exceptions. However, a substantial number of students are enrolled for full tuition fees. There are equal numbers of male and female students in all stages of education, except tertiary education, where women make up 57 percent of the student body. The literacy rate in Russia, according to a 2018 estimate by the Central Intelligence Agency, is 99.7 percent. According to a 2018 OECD estimate, 53 percent of Russia's adults (25 to 64 year- olds) have attained a tertiary (college) education.
Russian students are increasingly choosing to pursue university degrees abroad. Based on the latest Institute of International Education Open Doors Report, 5,293 Russian students studied in the U.S in 2019/2020. Over the last five-year period, there was a 10 percent increase in the number of Russian students studying in the U.S.
SUB-SECTORS
Russian students are traditionally interested in pursuing their undergraduate and graduate studies in the U.S. In view of the Russian ruble devaluation, many students favor less expensive community colleges and/or one- or two-year undergraduate programs. Most Russian students
Education & Training Services Guide | 2021 165 choose to major in business/management, life sciences, social sciences, fine/applied arts, math/computer science, and engineering. Summer English language programs are gaining popularity among Russian high school and undergraduate students.
There is also a growing interest in elite U.S. boarding schools for children (starting at age 8) from wealthy Russian families, especially from the 15 major cities throughout Russia.
OPPORTUNITIES
Russian students are attracted to the quality of U.S. graduate and undergraduate programs and the extracurricular opportunities student life on campus has to offer. In recent years, Russian students that chose to pursue their studies in the U.S. came not only from Moscow and St. Petersburg, but also from many other regions of Russia.
RESOURCES
• U.S. Commercial Service, Moscow, Russia: http://www.trade.gov/russia • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: http://www.trade.gov/professional-and-business-services • EducationUSA, Moscow, Russia: https://educationusarussia.org
U.S. COMMERCIAL SERVICE CONTACT
Diana Ryan, Commercial Specialist U.S. Commercial Service – Moscow, Russia Email: [email protected] Phone: +7 495 7285398
166 U.S. Commercial Service SINGAPORE
Capital: Singapore Population: 5,866,139 (July 2021 est.) GDP: 555.193 Billion USD (2019 est., Purchasing Power Parity) Currency: Singapore Dollar (SGD) Language: English (official), Mandarin (official), and other Chinese dialects
UNESCO Student Mobility Number: Singapore has 23,752 students studying abroad according to UNESCO.
CIA World Factbook: 27.81% of the population in Singapore is under 24 years old.
OVERVIEW
Singapore is recognized as a global education leader and ranked as one of the finest in the world for its quality and consistency in producing students who are rated among the best in literacy, reading, mathematics, and science. As such, Singapore, with a population of 5.8 million, has been the choice destination for around 50,000 foreign students from around the world. Singapore’s education system is in sync with the job market and stays current to ensure relevance to the local economy.
To further sustain growth and maintain a reputation for top quality education, Singapore has attracted various leading international institutions. Partnerships such as research collaboration, joint degree, or exchange programs are popular among local universities and colleges. However, due to the competitive nature of higher education in Singapore, around 23,000 Singapore students travel overseas to further their studies.
The U.S. is a popular destination for these students due to the strong liberal arts education track; however, the strengthening of the U.S. dollar is causing student numbers to remain flat compared to other countries such as Australia, Britain, Canada, and New Zealand. Despite this, U.S. higher education providers can expect favorable recruitment figures from Singapore for institutions that are internationally well-ranked and/or strategically marketed.
SUB-SECTORS
Based on International Student Data from the 2020 Open Doors Report, Singapore has 4,504 students studying in the U.S., which is around a fifth of the total Singaporeans studying overseas. This number represents a decrease of -2.8% compared to the previous year and correlates with the student visa numbers being issued to Singaporeans.
• 2009: 2588 (3.6% increase) • 2010: 2814 (8.7% increase) • 2011: 2875 (2.2% increase) • 2012: 3109 (8.1% increase) • 2013: 3253 (4.6% increase)
Education & Training Services Guide | 2021 167 • 2014: 3038 (-6.6% decrease) • 2015: 3117 (2.6% increase) • 2016: 2846 (-8.7% decrease) • 2017: 2747 (-3.5% decrease) • 2018: 2853 (3.9% increase) • 2019: 2859 (0.0% increase) • 2020: 1131 (-60.4% decrease)
Out of the 4,504 students, slightly above 40% are pursuing undergraduate courses and 30% are pursuing graduate courses, while the remainder are mainly undergoing practical training. There is practically no demand for secondary or high school education, while online programs are mainly taken up by adult students who do distance learning or skills upgrading. Several degree programs have become increasingly important and are expected to see increased demand from Singaporean and third-country students studying in Singapore. These include:
• Cybersecurity • Media and Animation • Hospitality and Tourism • Sports Science and Medicine • Business Analytics and Digital Economy • Logistics and Supply Chain Management • Advance Manufacturing & Engineering
Singapore’s education market emphasizes, supports, and values higher education and skills upgrading. The government awards funding for Singaporean workers to continually receive training to upgrade and sharpen their skill sets and be more knowledgeable in a globalized economy. Many government agencies and private sector companies offer full scholarships for top students to pursue their undergraduate and graduate studies at foreign universities, including in the United States. In line with the long-term commitment to continuing education and training, the government has topped-up the Lifelong Learning Endowment Fund by USD 357 million, bringing the total fund size to USD 3.3 billion. A credit of S$500 (around US$370) per Singapore citizen with a periodic increase is also given by the Singapore government for Skills Future development and training.
The mandatory school age for Singaporeans begins at 7 years. A pre-school education is provided for children under 6 years to prepare them for formal schooling. There are more than 1,800 pre-schools and the Ministry of Education plans to add more new establishments. This is to emphasize the importance of starting a child’s learning journey early, so they have a head start when they begin mandatory school.
There is limited interest from Singaporeans for boarding schools, since parents are not keen to have their children leave home for an extended period of time at such a young age. Moreover, Singapore male citizens must do compulsory National Service and if they are out of the country from 13-14 years old onwards, they must apply for an exit permit which comes with a financial bond. U.S. boarding schools can instead tap the expat students studying in Singapore, some of whom have expressed interest in attending boarding schools.
Professional Training Services are getting to be popular, especially with Multi-National Corporations (MNCs) and larger companies in Singapore, though competition is very great.
168 U.S. Commercial Service Courses such as leadership, project management, six sigma quality, digital transformation, and continuous improvement are the more common ones being offered by various local and even foreign companies who have a presence in Singapore. Small- and medium-sized enterprises (SMEs) who want to have their staff undergo such courses for professional development credit usually apply for government grants to cover the costs. However, mentoring courses are not popular due to the Asian culture, which is more of a top-down, command and control approach.
OPPORTUNITIES
Singapore’s education system is well known for its quality, which is why there is a strong demand from students in the region to study here. The estimated number of foreign students in Singapore is around 50,000 (mainly from Malaysia, Indonesia, Thailand, Vietnam, China, India and South Korea) who are between the ages of 13-23 years old. Hence, besides Singaporeans, U.S. universities and colleges should also take into consideration the large number of foreign students in Singapore. In addition to recruiting full-time students (both local and overseas) to study in the United States, U.S. universities may want to consider offering their external degree and executive education programs in Singapore to international executives working in the Indo-Pacific region.
U.S. universities and colleges interested in offering courses in Singapore have various market entry options. These include, setting up a physical campus, partnering with local universities, polytechnics and private education institutions, or partnering with an institution to offer on- line courses. Having a local presence is beneficial in terms of creating visibility and being able to answer questions from prospective students face-to-face. Many local universities and colleges welcome various forms of partnerships, including R&D, exchange programs and the promotion of dual degrees. Alternatively, U.S. universities and colleges can recruit students to study in the U.S. Generally, Singaporean students find programs that allow them to complete at least part of their coursework in Singapore to be very attractive and financially-viable alternatives to completing their studies entirely in the United States.
Singapore schools are not new to digital learning, however given the pandemic situation much importance has been given to remote learning. The Singapore government is pushing universities and other schools to come up with innovative digital strategies to better prepare students for more digitized jobs in the future.
Digital Marketing Strategies
Google, Government What platforms do students in your country use most? Websites What are the most popular social media sites for students in Instagram, Facebook your country? How do students in your country research information on Internet, Library any given topic? What platforms to students use to search for job LinkedIn, GlassDoor, opportunities? Education Fairs What platform is the most popular for streaming videos in Instagram, YouTube your country?
Education & Training Services Guide | 2021 169 Digital Marketing Strategies
Letters in Post, Emails, What platforms do in-country schools and competitor Education Fairs, Visits by countries use to reach students in your country? University Staff Flyers, Education Fairs, How do students and parents in your country receive Newspaper and Various information about educational opportunities? Publications, Internet, Facebook, Blogs Please provide recommendations for U.S. study state Interactive Flyers, Digital consortia and/or educational institutions as they build on Marketing, Alumni Videos their digital outreach strategies in your country?
U.S. universities and colleges will find a receptive market in Singapore, provided they are willing to invest in long-term branding and marketing with accredited programs in disciplines that offer strong career growth and high-income potential. Additionally, Singapore is also a gateway to the ASEAN region, which makes it an ideal location for U.S. universities to enjoy the amplifying effect and reach to the ASEAN market.
EVENTS
• Jack Study Abroad: https://www.studyabroad.sg/global-university-expo-20200919/ • International Education Specialists (IDP): https://www.idp.com/singapore/study-abroad- education-fair-event/ • AEO Tour Fair: https://aeotour.com/tours/
RESOURCES
• U.S. Commercial Service – Singapore: https://www.trade.gov/singapore • U.S. & Foreign Commercial Service Global Education Team: http://www.trade.gov/ education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services • Department of Statistics Singapore: https://www.singstat.gov.sg/modules/infographics/ population • Council for Private Education: https://www.ssg.gov.sg/cpe/pei.html • Ministry of Education: https://www.moe.gov.sg/ • EducationUSA: https://educationusa.state.gov/centers/educationusa-singapore- advising-center%20 • IIE: https://www.iie.org/opendoors/ • UNESCO Institute of Statistics: http://uis.unesco.org/en/uis-student-flow • Central Intelligence Agency: https://www.cia.gov/the-world-factbook/
U.S. COMMERCIAL SERVICE CONTACT
Jayacely Joseph, Commercial Assistant U.S. Commercial Service – Singapore Email: [email protected] Phone: (65) 6476 9415
170 U.S. Commercial Service SOUTH KOREA
Capital: Seoul Population: 51,849,800 (2020 est.) GDP: 2.211 Trillion USD (2019 est., Purchasing Power Parity) Currency: South Korean won (KRW) Language: Korean
UNESCO Student Mobility Number Korea has 101,774 students studying abroad according to UNESCO.
CIA World Factbook: 24% of the Korean population is under 24 years of age.
OVERVIEW
In South Korea, education is a high priority for Korean families. Success in education is important culturally and seen as important as a pathway to greater achievements. Korea represents the third largest source of foreign students matriculating at U.S. universities, comprising five percent of total international students in the U.S. The Open Doors Report from the Institute of International Education (IIE) indicates that a total of 49,809 Korean students were enrolled in U.S. institutions for academic year 2019/2020. On a per capita basis, Korea sends the second- most students to the U.S. from Asia. The fields of study of Korean students in the U.S. have now become more diversified; currently, 25 percent of Korean students are seeking STEM majors, while 14 percent are studying engineering, 13 percent are studying business management, 12 percent are studying fine and applied arts, and 11 percent are studying social studies in the U.S.
A degree from a well-known institution is a status symbol in Korea and essential to finding the “right job at the right company.” Coveted spaces in Korea’s top schools are open to competition from all students, but attainable by only a few. Many talented students instead opt for the best schools outside of the country and obtain a diploma from an accredited overseas school. Although Korean students with U.S. degrees no longer can enjoy the same advantages in the job market as they did a decade ago, English language skills, internship experience, vocational training, or a degree from a mid-ranked state university in the U.S. is seen as providing a competitive advantage to secure full-time employment. This translates into opportunities for U.S. schools to recruit some of Korea’s most talented students. Koreans remain willing to spend a substantial portion of their income on education.
While this market is very attractive to a wide swath of U.S. education service providers, it has become, over the last few years, an increasingly challenging market. The number of Korean students studying in the U.S. has trended slightly downward in each of the last five years. While the U.S. remains by far one of the most preferred overseas destinations, especially for undergraduate studies, fewer Korean students are going to the U.S. because there are simply fewer younger people and partially because of the rising number international schools in Korea attracting students who otherwise might have gone abroad. Korea is a rapidly aging society, with one of the world’s lowest birth rates at 0.8 children per family. In addition to this demographic change, the recent economic slowdown at home is also contributing, to some
Education & Training Services Guide | 2021 171 degree, to the declining number of Korean students in the U.S.
Although a university’s reputation is still a key element for Korean students seeking degree programs, recently more Korean students are employing strategies to lower the costs of their education by studying at community colleges before transferring to four-year schools or state universities with less expensive living costs. Korea’s dynamic and constantly evolving education market is best accessed via the speed and power of referrals and information that flow by word-of-mouth. Good opportunities do exist, albeit with decreasing numbers of U.S.- bound Korean students, when U.S. educational entities are prepared to compete in a highly sophisticated, demanding, and brand-oriented market.
Korean Students Total
Year 2015/16 2016/17 2017/18 2018/19 2019/20 South Korea's 4 3 3 3 3 Rank Korean Students 61,007 58,663 54,555 52,250 49,809 % Percentage 5.8 5.4 5.0 4.8 4.6 No. of New International 300,743 290,836 271,738 269,383 267,712 Student Enrollment Total No. of International 1,043,839 1,078,822 1,094,792 1,095,299 1,075,496 Students
Source: IIE Open Doors 2020 Report
SUB-SECTORS
Undergraduate and Graduate Programs
According to Open Doors 2020, 47 percent of Korean students studying in the U.S are enrolled in undergraduate courses and 30 percent are enrolled in graduate courses. The best prospects for attracting Korean students are in higher education programs of undergraduate- and graduate- level study. The perception and prestige of U.S. universities, academic research, and the chance to gain English proficiency remain strong draws for Koreans, despite challenges, such as the declining Korean population and the growing appeal of China as a study abroad destination.
Intensive English Programs
Korea is the fifth-leading country of origin for students studying in intensive English programs in the U.S. Korean students take intensive English programs to improve their English language skills for academic and professional reasons. The numbers have declined over the years due to the increased availability of English language training programs by native English speakers in Korea. However, Korean students continue to opt to study in the U.S. because most Korean parents view English education as a top priority and prefer immersion in an English-language
172 U.S. Commercial Service speaking environment. Lower school students in Grades 1 - 6 utilize summer or winter vacation periods to take short-term language learning programs in the U.S.
Korean Students Studying in the U.S.
Academic Year 2015/16 2016/17 2017/18 2018/19 2019/20 Level Number Undergraduate 32,695 30,080 27,638 25,161 23,415 of South Graduate 16,613 16,471 15,572 15,518 15,219 Korean Students by Non-Degree 4,660 4,328 3,631 3,497 3,301 Academic Level OPT 7,039 7,784 7,714 8,074 7,874 Total No. of South Total 61,007 58,663 54,555 52,250 49,809 Korean Students
Source: IIE Open Doors 2020 Report
OPPORTUNITIES
To attract Korean students and penetrate the dynamic and highly competitive Korean education market, U.S. educational institutions should take an approach based on a more permanent, consistent, and profound commitment to the market. Korean parents are increasingly savvy about how they acquire information on educational opportunities for their children. Traditional ways of recruiting students, such as hosting school information sessions and participating in trade fairs are less effective than they were in the past. Education recruitment agents or local representatives are utilized less. U.S. educational institutions should consider employing a combination of online and off-line promotional campaigns. Building people-to- people networks through alumni advocacy, as well as developing and broadening exchange programs, which could, in turn, raise the profile of the U.S. institution, help U.S. schools attract Korean students to the United States.
DIGITAL MARKETING STRATEGIES
Korea is known for having one of the fastest Internet networks in the world and the Internet penetration numbers reach 96 percent. The number of mobile connections was equivalent to 118 percent of the total population and social media penetration stood at 87 percent in 2020. The proliferation of Internet use has contributed to the increased usage of social media channels. The country’s search traffic is dominated by local search engine platforms such as Naver and Daum, which control 93 percent of the market. Use of Google is growing in the market. The most popular social media sites for students in Korea are Facebook, YouTube, Instagram, Twitter, Band, and Kakao Story. Kakao Talk is the most popular messaging app and social network that Korean students use to interact. The increasingly hyper-connected student population uses mobile devices during the exploration phase of seeking out education programs and the majority make their first visits to websites on their mobile devices.
Education & Training Services Guide | 2021 173 U.S. schools should create new channels of engagement with Korean students by utilizing the popular local platforms and social media channels to share valuable information on their programs and increase their visibility to this audience. Digital marketing is very relevant for the higher education sector since students have the highest Internet consumption rate of any other group.
EVENTS
• International Education & Emigration Fair: https://uhak2min.com/en/ • EDUPlus Week (Korea International Children Education and Product Expo: https://eduplusshow.com/?ckattempt=2) • Edtech Korea Fair: https://edtechkorea.or.kr/fairDash.do • Education Korea: https://educationkorea.kr/eng/main/main.php?ckattempt=1
RESOURCES
• U.S. Commercial Service South Korea: https://www.trade.gov/south-korea • U.S. Commercial Service Global Education Team: http://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services • Ministry of Education: www.english.moe.go.kr • Fulbright (Korean-American Educational Commission): www.fulbright.or.kr • EducationUSA: www.educationusa.info • KOSA (Korea Overseas Studying Agencies): http://www.kosaworld.org/
U.S. COMMERCIAL SERVICE CONTACT
Ms. Song Oh, Commercial Specialist U.S. Commercial Service - Seoul, South Korea Email: [email protected] Phone: +82-2-397-4396
174 U.S. Commercial Service TAIWAN
Capital: Taipei Population: 23,603,049 (July 2020 est.) GDP: 1.143 Trillion USD (2019 est., Purchasing Power Parity) Currency: New Taiwan Dollars (TWD) Language: Mandarin Chinese (official)
CIA World Factbook: 24.04% of the Taiwanese population is under 24 years of age.
OVERVIEW
According to the Institute of International Education's 2020 Open Doors Report (https://www.iie. org/opendoors), 23,724 students from Taiwan studied in the United States during the 2019/2020 academic year, a 1.5 percent increase over the 2018/2019 academic year. These students contributed $991 million to the U.S. economy. Taiwan is the seventh leading source of students going to the United States and the number one source of students per capita (followed by South Korea and Hong Kong). Of the Taiwanese students studying in the United States in the 2019/2020 academic year, 39 percent were graduate students, 31 percent were undergraduates, 7 percent were non-degree students, and 23 percent undertook OPT (Optional Practical Training). The most popular fields of study for Taiwanese students were STEM (32 percent), business and management (18 percent), fine or applied arts (10 percent), and social sciences (6 percent).
Taiwan’s early 2000s educational reforms, in which vocational and technical colleges became universities, have resulted in an oversupply of universities, a devaluation of college degrees, and a mismatch of the labor supply to job market demand. These overcapacity issues are further complicated by Taiwan’s persistently low birth rate. It is estimated that by 2023, there will be 184,000 new college entrants, a huge decline from the 271,108 new entrants in 2013. This 32 percent decline is a major concern, as it could lead to a labor shortage in the future workforce and the forced closure of many higher education institutions. In response to these challenges, in January 2016, Taiwan’s Ministry of Education formed a Higher Education Innovation and Transformation Task Force to promote alliances between higher education institutions and to establish experimental branch campuses, independent colleges, and certificate programs and courses. However, collaboration efforts between domestic and foreign universities have been hindered by the high cost of education abroad, which limits study abroad opportunities for many Taiwanese students.
Additionally, in response to globalization and rising talent mobility, the Taiwan authorities created two important initiatives in 2018. The "Yushan Project" seeks to attract and retain top domestic and foreign talent through three major programs: the "Yushan Scholars," "Salary Flexibility in Higher Education Deep-Planning Program," and "Increase Salaries for Academic Research-Oriented Professors by 10 percent." Each year, a maximum budget of US $187 million will benefit 19,000 teachers by providing a higher salary to teaching and research staff in colleges and universities.
Education & Training Services Guide | 2021 175 According to statistics from the Taiwan Ministry of Education, a total of 71,221 Taiwan students went abroad to study or work in 2019. The United States remained the top study destination for Taiwan students, with 23,369 students, accounting for 33 percent of Taiwanese students going abroad. Australia came in second place, with 18,791 students, and Japan third place, with 9,524 Taiwan students in 2019. Canada, the United Kingdom, Germany, Korea, and New Zealand were also popular among Taiwan students. Most Taiwanese students choose to go to the United States to attend degree, certificate, or language programs. In contrast, most Australia-bound students take part in working holiday programs. Canada and Japan offer similar visas to allow Taiwan citizens to work and study in short-term programs.
Taiwanese Student Study Abroad Destinations in 2019
North America (mainly United States) 27,771 Oceania (mainly Australia) 20,681 Asia (mainly Japan) 12,812 Europe (mainly United Kingdom) 9,957 TOTAL 71,221
Source: Taiwan Ministry of Education
Traditionally, English-speaking countries have dominated foreign education recruitment in Taiwan. However, in recent years, neighboring Asian countries such as Hong Kong, China, and Singapore have stepped up recruitment efforts for Taiwanese students, especially high school students.
Many factors contribute to the increased interest in education abroad, including parents’ dissatisfaction with inadequate prospects available to Taiwan youth, mainly regarding higher education, job opportunities, and compensation and benefits packages. Despite many incentives offered by China and by other Asian countries, the United States remains the top choice for Taiwanese parents. This is further supported by the growing number of bilingual international schools operating in Taiwan that prepare students to study in the United States and at other foreign universities. Since many of these students remain in the United States to continue their studies at the graduate level, graduate institutions may also expect growing demand in the future as a result of ongoing growth in the high school and undergraduate education markets.
For many Taiwan students, studying abroad at U.S. institutions remains an appealing alternative to studying in Taiwan. Although Taiwan schools are far more affordable than those in the United States, studying in the United States (or in other overseas locations) provides better employment opportunities after graduation. As a result, U.S. schools that emphasize post-graduation job placement are popular with Taiwan students. Finally, it is recommended that U.S. schools promote their institutions to Taiwanese students by hiring student recruitment agencies, developing active alumni networks, and reaching out to potential students through education fairs and social media.
176 U.S. Commercial Service SUB-SECTORS
• High schools and boarding schools • Joint-degree programs with local universities • Programs containing a work or internship component • Programs in business, engineering, computer sciences, health care, education, and fine arts • Pathway or bridge programs
OPPORTUNITIES
Partnering with local schools is an effective long-term strategy for U.S. schools to recruit Taiwanese students for joint-degree programs or short-term summer programs. In addition, many Taiwanese universities have established Mandarin centers to educate foreign students. U.S. schools should consider increasing cultural and language exchanges with Taiwan schools. The U.S. Commercial Service in Taiwan can help match U.S. schools with local universities or high schools.
Partnering with student recruitment agents also allows U.S. schools to have year-round exposure to the Taiwan market. Recruitmennt agents are one of the main resources used by Taiwanese students and parents when planning study abroad activities. Commercial Service Taiwan can help U.S. schools pre-screen prospective agents and arrange one-on-one meetings in Taipei, Taichung, and Kaohsiung.
Participation in education fairs may also be an effective tool to recruit Taiwanese students. Fair organizers have a deep knowledge of the market and can greatly reduce U.S. schools’ marketing expenses. Local fair organizers also counsel students throughout the year and are able to follow up with prospective students.
DIGITAL MARKETING STRATEGIES
Regarding digital media, the platforms used most by students in the country are Zoom, Google Meet, and Microsoft Teams. To do research, students perform Internet searches using Google. To search for job opportunities, students use various Taiwanese job hunting websites, such as yes123.
For social media, students in Taiwan use Facebook and Instagram. They use YouTube to stream videos.
Taiwanese and foreign schools market their programs through Facebook, education fairs, education agents, and partner schools in Taiwan. Students and parents mostly receive information about education opportunities via word-of-mouth referrals and education agents, or they attend eduation fairs. They also get school recommendations via advertising on Facebook. The U.S. Commercial Service in Taiwan recommends that U.S. study state consortia and education institutions consider finding well-qualified recruitment agents and attending education fairs in Taiwan in order to build on their digital outreach strategies. Well-qualified recruitment agents can help to build online exposure to promote U.S. education.
Education & Training Services Guide | 2021 177 EVENTS
Participation in education fairs may also be a very effective tool. Fair organizers have a deep knowledge of the market and can greatly reduce U.S. schools’ marketing expenses. Local fair organizers also counsel students throughout the year and are able to follow up with the students who visited the fair. Taiwan’s major education fairs featuring U.S. schools include:
• The Association of Boarding Schools (TABS) Fair: https://www.boardingschools.com • Linden Education Fairs: https://www.lindentours.com/fairs/ • The MBA Tour, Taipei (February 25, 2021 Virtual Event): https://thembatour.com • Oh! Study International Education Expo (March 6-10, 2021): https://www.useas.com.tw/ study-world/index.php • USEAS Study World (Online Counseling): https://www.useas.com.tw/study-world/index.php
RESOURCES
• U.S. Commercial Service Taiwan: https://trade.gov/taiwan • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Foundation for International Cooperation in Higher Education of Taiwan (FICHET): http://www.fichet.org.tw/ • Taiwan Ministry of Education (MOE): http://english.moe.gov.tw/
U.S. COMMERCIAL SERVICE CONTACT
Wellington Chu, Commercial Officer U.S. Commercial Service – Taipei, Taiwan Email: [email protected] Phone: +886 2 2162 2633
Mei Mei Wang, Senior Commercial Specialist U.S. Commercial Service – Taipei, Taiwan Email: [email protected] Phone : +886 2 2162 2639
178 U.S. Commercial Service THAILAND
Capital: Bangkok Population: 68,977,400 (July 2020 est.) GDP: 1.2 Trillion USD (2019 est., Purchasing Power Parity) Currency: Thai Baht Language: Thai (official)
UNESCO Student Mobility Number: Thailand has 32,912 students studying abroad according to UNESCO.
CIA World Factbook: 29.47% of Thailand’s population is under 24 years of age.
OVERVIEW
The Thai government remains focused on improving English proficiency and enhancing the digital and IT skills of students, teachers, and employees in order to increase the number of highly skilled workers and competitiveness in key industry sectors. The government encourages workers to learn new skills and technologies, thereby expanding potential employment opportunities.
Thailand's education market faced significant challenges during the pandemic. Schools and universities were closed for over four months to maintain physical distancing and avoid large gatherings. The Ministry of Education made efforts to sustain learning continuity during this period, however, and the pandemic helped accelerate the use of digital technologies in the education sector. Many education institutions were able to shift students and lecturers to online distance learning.
However, some educational institutions still faced challenges, including teachers' ability to support digital learning, students' hesitation to commit large amounts of time to online courses, and students' limited resources to support digital connectivity. Many students were forced to return to Thailand to continue studying remotely at home, losing the benefits and opportunities of exploring international cultures, meeting new people, and networking with new friends.
Overall, Thailand's education system has room for improvement, including reducing the gap between elite schools and underprivileged schools, developing students' and instructors' English proficiency, enhancing teachers' skills, and developing quality educational materials.
The Thai Minister of Education plans to recruit 10,000 native English-speaking teachers to help upgrade and improve English proficiency in the education system. The Ministry also plans to launch an intensive English program that will require all public-school students to study English for five hours per week. Bilingual programs will be introduced at about 2,000 schools nationwide. In addition, the Thai government continues urging education institutions to equip their students with the skills to become innovators instead of simply joining the conventional workforce. Universities and other higher education institutions are partnering with the corporate sector and the government to educate and improve human resources.
Education & Training Services Guide | 2021 179 Another challenge for Thai education is the declining number of students due to demographic trends, with Thailand's population aging rapidly. The National Economic and Social Development Board expects the number of Thais in the school-age group (0-21 years) will fall to 20 percent of the population by 2040. During the past year's admissions period, universities had vacancies for approximately 150,000 prospective students, while only 80,000 applied for the entrance test. Three-quarters of Thai universities face a shortage in student enrollment, and they are at risk of downsizing or closing over the next decade.
Both online and offline education, training, and other human resource development programs are facing new challenges because of emerging technologies, including data analytics, artificial intelligence (AI), fifth-generation (5G) mobile networks, blockchain, Internet of Things (IoT), and other technologies, which are not associated with traditional education programs.
SUB-SECTORS
Higher Education
The demand to study abroad for undergraduate degrees has grown over time. More than half of the Thai students in the U.S. education system are enrolled in higher education programs. According to the 2019/2020 Open Doors report, prepared by the Institute of International Education (IIE), in 2020, the total number of Thai students declined by 5 percent to 6,154 students, compared to 6,503 students the previous year. Thai students studying in the U.S. are comprised of 43 percent undergraduates, 34 percent post-graduates, 15 percent Optional Practical Training (OPT) students, and seven percent short-term non-degree program students (one-year exchange students and ESL students).
Community College
Community colleges remain a niche market as Thai parents still prefer that their children enroll directly in traditional colleges or universities. However, community college representatives should join marketing and promotion efforts with their partner universities.
Secondary Education
Student exchange and summer programs in the U.S. are popular choices among Thai high school students. Moreover, many Thai students enroll in universities that offer ESL and English- intensive programs to increase their English proficiency. It is common for students looking to enter undergraduate and graduate programs to choose a pathway program to ease the transition into a new social environment, learn more about Western culture, and immerse themselves in an English language environment with native speakers before enrolling in their intended study program.
The number of international high schools is increasing by 12 percent per year, while the number of new students increases by around five percent annually. Currently, there are 175 international high schools in Thailand, according to the International Schools Association of Thailand. Due to the growing demand for high-quality education and parents' desire to prepare their children for the global market, Thai parents are choosing to provide their children the opportunity to study in international high schools with a broader international focus. It is widely accepted in Thailand that international schools provide students a greater chance to enter a top university with better career opportunities post-graduation.
180 U.S. Commercial Service Online Programs
Online degree programs are not popular among students since these programs are often not taken seriously by employers. Distance learners need to provide a rationale for this study method, and it also requires a high level of discipline to maintain self-driven learning for an extended period. Finally, online distance learning cannot provide the same student life experience or improve English competence to the same degree as in-person programs.
OPPORTUNITIES
The United States remains the top destination for Thai students to study abroad, followed by the other English-speaking countries, including the United Kingdom, Australia, Canada, and New Zealand. Thai students are also interested in studying in non-native English-speaking countries like China, Japan, Germany, South Korea, and Singapore because of the short distance, affordable tuition fees, and selection of programs.
Thai students seeking high school educational exchange programs present a growth opportunity for the U.S. education market. Graduates from these schools are good candidates for further education in the U.S. because they generally have superior language capabilities and have been exposed to an international school environment, which typically offers broad cultural experiences, a variety of programs, and teaching styles that help drive demand for self-development.
In addition, Thai students seeking higher education and graduate degrees also present a growing opportunity. However, these students currently face a significant obstacle since their high school grade point average (GPA) and standardized test scores often do not meet U.S. standards, which has limited the number of Thai students enrolling at universities in the U.S. The United Kingdom has also become a more affordable competitor destination for studying abroad. It is advisable for U.S. schools and higher education representaties to work with agents in Thailand in order to promote their institutions and increase their accessibility.
Thai students are mostly self-funded; however, scholarships are being offered by Thai government agencies, the public sector, and private sources in countries such as Japan, Germany, Italy, and China. A common scholarship would involve a Thai student receiving a scholarship to study overseas, where a specific corporation is headquartered, and then returning to Thailand to ply their trade at the Thai office of the corporate entity that granted the scholarship, usually for a predetermined period that was stipulated in the initial scholarship offer.
The most popular academic programs for Thai students are:
• Business Administration • Marketing • Computer Science • Social Studies and Communications • Engineering • Law • Tourism and Hospitality • Health and Medicine • Creative Arts • Film and Television Production
Education & Training Services Guide | 2021 181 DIGITAL MARKETING STRATEGIES
Thailand has almost 70 million people, with over 93 percent of the population owning mobile devices and 70 percent owning smartphones. Thais spend an average of nine hours per day on the Internet, including three hours per day on social media. The top three most-popular Internet activities are watching videos online (98 percent), streaming TV content (53 percent), and playing an online game (36 percent). The top three social media platforms by usage are Facebook (94 percent), YouTube (94 percent), and Line Messenger (85 percent).
Study abroad agencies have been using Line Messenger, Facebook, and YouTube to communicate with students; share upcoming seminars, workshops, study travel, and cultural programs; and communicate with students' parents. Educational organizers use Facebook as a channel to reach potential students and publish upcoming student fairs.
Thai students use many social platforms, including Facebook, YouTube, and Instagram to post activities; Twitter and LINE for messaging; and Google and Zoom for meetings. Facebook, YouTube, Instagram, and Twitter are the top four platforms used by Thai students, and Google remains the most common search tool. TikTok and YouTube are popular for streaming and sharing video content among peers.
U.S. educational institutions and consortia may consider providing digital promotional materials and working with study abroad consultants, school counselors, and university faculty to share their information with potential student groups. Topics of interest include scholarship opportunities, academic programs, co-op opportunities, and tuition fees.
EVENTS
The OCSC International Education Expo: www.ocscexpo.org November 13-14, 2021
RESOURCES
• U.S. Commercial Service Thailand: https://www.trade.gov/thailand • U.S. Commercial Service Global Education Team: https://www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • EducationUSA: https://educationusa.state.gov/centers/us-embassy-bangkok • Fulbright Thailand – United State Education Foundation: www.fulbrightthai.org • Thai International Education Consultants Association (TIECA): www.tieca.com • Thai Office of Civil Service Commission (OCSC):https://www.ocsc.go.th/english/csc • Thai Office of Educational Affairs, DC (OEA): http://oeadc.org/english/oea-staff
U.S. COMMERCIAL SERVICE CONTACT
Thanyathorn Voravongsatit, Commercial Specialist U.S. Commercial Service – Bangkok, Thailand Email: [email protected] Phone: +662-205-5282
182 U.S. Commercial Service TURKEY
Capital: Ankara Population: 82,017,514 (July 2020 est.) GDP: 2.371 Trillion USD (2019 est., Purchasing Power Parity) Currency: Turkish Liras (TRY) Language: Turkish (official)
UNESCO Student Mobility Number: Turkey has 47,546 students studying abroad according to UNESCO.
CIA World Factbook: 39.08% of the population in Turkey is under 24 years old.
OVERVIEW
Turkey's population of 82 million is relatively young when compared with many other countries. Over 30 percent of the population is under the age of eighteen. This young population provides considerable opportunities for international education institutions.
As of December 2020, there are 131 public and 78 foundation (private) universities serving 7.94 million students in various academic programs. 2019 figures reveal that 4.54 million students are enrolled in undergraduate and vocational programs, 297,000 in graduate programs, 101,240 in doctorate programs, and 2.20 million in the Open University. Public universities charge a small fee, whereas private university tuition costs range from $2,000 to $12,000 per year. Many outstanding students of limited means can attend private universities on merit scholarships.
Entrance into universities is competitive due to the limited capacity of high-quality university programs. Students need to successfully pass a nationwide placement test that is administered in June every year over two days in three sessions. Every year an increasing number of students take the university exam. In 2020, 2,296,138 high school graduates took the exams and around 16 percent of these applicants were enrolled in a 4-year program, 13.5 percent in a 2-year program, and 6 percent to the Open University (distance education in the various subfields). The rest were unable to enter any higher education program. In Turkey, the Ministry of National Education is responsible for administering all educational services in the country, excluding higher education. The Council of Higher Education (YÖK) is a 22-member corporate public body responsible for the planning, coordination and supervision of higher education.
The capacity and quality constraints of Turkish universities have spurred the demand for Turkish students to study abroad. Many students wishing to study abroad place American universities at the top of the list due to the quality of education and strong career prospects. Over 46,000 Turkish students go abroad for university education. U.S. colleges and universities already attract around one fourth of these students for undergraduate and graduate programs, as well as specialized training.
Education & Training Services Guide | 2021 183 SUB-SECTORS
Higher Education
The Institute of International Education’s Open Doors 2020 statistics show that Turkey, with its 9,481 students, is the fifteenth leading place of origin for students in the U.S. Among European countries, Turkey holds the second place after the U.K. with its number of students in the U.S. The enrollment level of the Turkish students is as follows:
• Undergraduate: 3,104 • Graduate: 4,178 • Other (Non-degree programs): 463 • OPT: 1,736
About half of the Turkish students in U.S. universities are studying for their graduate degrees.
According to the Turkish Fulbright Commission, which is part of the EducationUSA network of the Department of State, the following are the most popular fields of study chosen by Turkish students planning to study abroad:
• Engineering, computer science, and other technical fields • Business administration and economics (especially MBA programs in finance, marketing, and international business) • English as a second language • Short-term certificate programs and/or summer programs (mostly in business ESL) • Social sciences, humanities, and arts (mainly psychology, political sciences, architecture and law) • Mass communications (radio-TV, film & video production) • Medicine and other medical fields (for the most part, advanced level residencies)
SECONDARY EDUCATION
The inadequacies of the Turkish secondary education system have been a driving force for Turkish parents to send their children to reputable boarding schools. Through marketing efforts, Turkish student representation at the U.S. boarding schools has been increasing in recent years. In 2019, over 400 Turkish students pursued their studies at U.S. boarding schools, making the U.S. the second most popular destination for boarding schools after the U.K.
Many Turks find the academic excellence at U.S. boarding schools invaluable, as well as the unique residential campus environment and the superior extra-curricular activities. It is also important for potential students and their families that graduating students are accepted at some of the most prestigious and competitive universities in the U.S. and around the world.
OPPORTUNITIES
There are more students interested in quality higher education programs than can be accommodated by the popular Turkish universities. Thus, opportunities exist for American universities and colleges to explore recruitment possibilities from Turkey. The results of the central university placement exam in Turkey are announced in mid-July. U.S. higher education
184 U.S. Commercial Service institutions can reach out to unmatched or dissatisfied students if they are able to accept students starting in the second semester/quarter of the school year.
The Ministry of National Education, the Council of Higher Education and many ministries offer scholarships to hundreds of successful students each year wishing to continue their studies abroad. These students usually apply to well-known "top universities” chosen from a specific list provided to them. Cost is not a critical factor in their decision-making process as the scholarship sponsors pay for their entire studies and the scholarship holders are usually bonded to work with their sponsoring organizations for about 4-8 years after they graduate.
Due to the competitive nature of the Turkish labor market and the significant unemployment level, many students feel the necessity to have a postgraduate/master’s degree increasing their chances to find better jobs. These programs are even more competitive, so students seek placement at international universities. Graduate studies are the most popular level of enrollment for Turkish students; over 50 percent of the Turkish students in the U.S. are pursuing graduate degrees.
U.S. universities may wish to pursue cooperative agreements and student exchange programs to attract qualified Turkish students. Several Turkish universities have cooperative programs, such as dual diploma or language programs, with U.S. universities, enabling their students to start their education in Turkey and then continue at the U.S. institution.
EVENTS
• EURIE- Eurasia Higher Education Summit: https://www.eurieeducationsummit.com/ March 3-5, 2021 – Istanbul (Virtual) • Study Expo Study Abroad Fairs: https://www.studyexpo.com Online Programs Virtual Fair – January 19, 2021 Secondary Education Virtual Fair – February 13, 2021 • IEFT Study Abroad Fairs: https://www.ieft.net/i/yurtdisi-egitim/ieft_fairs_turkey2 May 18-24, 2021 – Ankara, Izmir, Istanbul (Hybrid fairs) • A2 Study Abroad Fairs: http://www.a2fairs.com/ April 10-11, 2021 – Istanbul (Hybrid fairs)
RESOURCES
• U.S. Commercial Service – Turkey: https://www.trade.gov/turkey • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Turkish Ministry of National Education: http://www.meb.gov.tr/en/ • Higher Education Council of Turkey: http://www.yok.gov.tr/ • EducationUSA Turkey: https://educationusa.state.gov/search/node/Turkey • The Turkish Fulbright Commission: http://fulbright.org.tr/en/ • Turkish-American Association: https://www.taa-ankara.org.tr/en • Institute of International Education: https://www.iie.org/
Education & Training Services Guide | 2021 185 U.S. COMMERCIAL SERVICE CONTACT
Perim Akguner, Commercial Specialist U.S. Commercial Service – Ankara, Turkey Email: [email protected] Phone: +90 212 335 9197
186 U.S. Commercial Service UKRAINE
Capital: Kyiv Population: 43,922,939 (July 2020 est.) GDP: 538.388 Billion USD (2019 est., Purchasing Power Parity) Currency: Hryvnia (UAH) Language: Ukrainian (official)
UNESCO Student Mobility Number: Ukraine has 72,063 students studying abroad according to UNESCO.
CIA World Factbook: 25% of the Ukrainian population is under 24 years of age.
OVERVIEW
With nearly 5.7 million students in a country the size of Texas, Ukraine is among the largest and most talented international student markets in Europe. According to UNESCO, Ukraine has an adult literacy rate of 99.97 percent.
Despite its track record in producing talented, literate students, over the last twenty years Ukraine’s educational system has suffered, which in turn has caused increasing numbers of students to look for study abroad programs. According to the Ukrainian think tank CEDOS, the number of Ukrainian international students has almost tripled since 2009 and reached 72,063 in 2019/2020. The most attractive countries for Ukrainian students to study abroad are Poland, Slovakia, Bulgaria, Czech Republic, Germany, Italy, Russia, Canada, USA, Spain, Austria, and France. According to UNESCO, the outbound mobility ratio has tripled since 2012 and reached 4.6 percent in 2017.
It is important to mention that Ukrainians dominate the international population in Poland, accounting for more than half of all international students, and in Bulgaria, where they make up more than 30 percent of the international student body. Poland and Bulgaria are such popular destinations for Ukrainian students due to the lower cost of education and obtaining a diploma that is valid in the entire EU.
Education reforms introduced in 2014 hold significant promise for a fundamental transformation of the sector. The new laws adopted in recent years – for higher education in 2014, for research and scientific activity in 2015, and the “Law on Education” in 2017 - represent a major shift towards democracy and decentralization of the education system in Ukraine and contribute to its further harmonization and integration with European norms and standards.
SUB-SECTORS
Higher Education
According to the most recent Open Doors Report by the Institute of International Education, 1,899 Ukrainian students came to the U.S. to study in 2019/2020. Fifty percent of Ukrainians
Education & Training Services Guide | 2021 187 studying in the U.S. pursue bachelor’s degrees, 28 percent enroll in graduate programs, 17 percent take optional practical training, and 5 percent go for non-degree programs. Due to a limited number of high-quality business education programs in Ukraine, business administration is the number one field of study for Ukrainian international students, followed by engineering/computer science, law, intensive English, and languages.
Secondary Education
Ukrainian students planning to apply to top universities in the U.S. select boarding schools to prepare for their undergraduate studies. According to agents’ estimates, the number of Ukrainians studying at private secondary schools is about 50 annually.
In addition, in 2019/2020, 227 Ukrainian students went to study in public schools under a U.S. government-sponsored Future Exchange Leadership Program (FLEX). FLEX provides scholarship funding for students to travel to the United States, attend a U.S. high school for a full academic year, and live with a U.S. host family.
OPPORTUNITIES
There are many recruitment agents in Ukraine and numerous small agencies dominate the market. Most agents concentrate their efforts on serving students who plan to use their parents’ income or personal savings to pay for their education.
The most popular destination for prospective students looking for high quality education is Canada, followed by the U.K, the U.S., and Western Europe. When selecting a country, Ukrainians base their decisions on a country's reputation for helping a student with career preparation and the strength of a country's overall education system. When comparing schools, prospective students consider first the quality and then the cost of tuition.
Regarding competition for U.S. education institutions, according to agents, Canada is the primary competitor to the United States in recruiting Ukrainians to study in secondary and higher education programs. According to agents, Canadian schools have been intensively promoting their programs in Ukraine for the past ten years. Promotion tactics include various events, workshops, and trainings for agents in Ukraine. Other reasons for Canada’s popularity are the attainable cost of education and availability of scholarships for Ukrainians. According to the Canadian government, the number of Ukrainian students in Canada has risen by 420 percent over the past decade, from 525 in 2008 to 2,730 in 2018.1
Even though cost is a major obstacle for Ukrainians to study in the U.S., nearly all agents report that they currently partner with U.S. schools in recruiting students. Most of them are currently satisfied with the support they receive from the U.S. institutions.
DIGITAL MARKETING STRATEGIES
Before the pandemic, foreign education institutions organized seminars, participated in education fairs, and arranged partner workshops to recruit Ukrainian students. Today, all these events have been shifted to the virtual space, but face-to-face communication is still essential to developing partnerships in Ukraine. Local agents are open to speaking with institutional
188 U.S. Commercial Service representatives online. Skype and Zoom are the most-used platforms for communication, while Facebook, Instagram, and YouTube are the best choices for promotional purposes.
EVENTS
There are no education trade events on a national level in Ukraine. The educational companies organize their own fairs and invite international schools to participate. The most popular events are:
• DEC Study Abroad Fair • Study UA Fair - Online, 6-7 February, March 13-14 • EducationUSA fair – October/November 2021 (TBC)
RESOURCES
• U.S. Commercial Service Ukraine: https://www.trade.gov/ukraine • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • Ministry of Education and Science of Ukraine: https://mon.gov.ua/eng • American Councils Kyiv: https://educationusa.state.gov/centers/american-councils-kyiv • America House Kyiv: http://www.americahousekyiv.org/ • Analytical Center CEDOS: http://www.cedos.org.ua/?locale=en
U.S. COMMERCIAL SERVICE CONTACT
Yulia Myronenko, Commercial Specialist U.S. Commercial Service – Kyiv, Ukraine Email: [email protected] Phone: +380-44-521-5640
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1 https://wenr.wes.org/2019/06/education-in-ukraine
Education & Training Services Guide | 2021 189 UNITED ARAB EMIRATES
Capital: Abu Dhabi Population: 9,992,083 (July 2020 est.) GDP: 655 Billion USD (2019 est., Purchasing Power Parity) Currency: Emirati dirhams (AED) Language: Arabic (official)
UNESCO Student Mobility Number: The United Arab Emirates (UAE) has 12,276 Emirati students studying abroad according to UNESCO.
CIA World Factbook: 22.39% of the population in the UAE is under 24 years of age.
OVERVIEW
Education remains a top government priority in the United Arab Emirates (UAE). The UAE Vision 2021, launched in 2010, emphasizes the development of a first-rate education system.1 As such, this sector continues to experience rapid expansion. The UAE’s 2020 federal budget allocated US $2.8 billion to public higher education and university programs -- roughly 15 percent of the total budget, which is the federal plus all seven Emirates. The estimated cost of public education programs amounts to AED 6.7 billion, or 9.5 percent of the total budget, while higher and university education is expected to cost AED 3.7 billion, or 5.3 percent.2
In line with Vision 2021, the UAE’s Ministry of Education (MoE) has developed the Education 2020 Strategy, which is designed to bring significant qualitative improvement in the education system. Smart learning programs, new teachers' codes, licensing and evaluations systems, as well as curriculum revision, including teaching mathematics and science in English, are all part of the strategy.
The COVID-19 outbreak has had a significant impact on education: schools were closed as of March 2020 and homeschooling was implemented until the end of the 2019/2020 academic year. As a result of the pandemic, Colliers International conducted a survey with education operators and investors in 2020 to get their perspective on online learning for K-12, the challenges they are facing, and their outlook for the academic year 2020/2021. The survey results indicated that the K-12 sector was significantly impacted by the pandemic, which is expected to last beyond the current academic year. Although there is no uniform approach, some schools looked to offer fee discounts and flexible payment plans and were taking other necessary measures to retain students.
In September 2020, UAE schools re-opened physically, while some offered a hybrid learning structure. All schools implemented very strict parameters, including limiting capacity in classrooms. The MoE proposed a document that outlines the protocols, requirements, and precautionary measures that all education establishments in the UAE should follow in order to achieve a safe, healthy, and learning-stimulating environment when education establishments are opened during the Covid-19 pandemic. 3
190 U.S. Commercial Service The education system in the UAE is divided into public schools, private schools, and higher education. Private institutions are generally not under direct government control but are nevertheless bound by guidelines set forth by the federal ministry and local authorities. The Ministry of Education (MoE) oversees all UAE-based education councils and authorities as per the following:
Abu Dhabi Department of Education and Knowledge (ADEK) – Established in 2005, it was formerly known as Abu Dhabi Education Council (ADEC) and was primarily responsible for the management and administration of Abu Dhabi’s public schools, while also acting as the regulatory body that provided licensing and accreditation to private schools in Abu Dhabi, Al Ain, and the Western Emirates, setting the minimum standards that must be met in terms of educational outcomes, health, safety, and building and site requirements.
In September 2017, ADEC was renamed the Department of Education and Knowledge (ADEK) and made a government department according to a decree issued by President Sheikh Khalifa.4 Under this new mandate, ADEK is responsible for fully regulating private schools and higher education in Abu Dhabi. In 2018, the MoE and ADEK announced a plan to achieve the standardization of the UAE’s education systems to support a unified and highly performing education sector across the UAE. The plan will unify the education sector through the development of the Emirati School Model across all emirates.
Knowledge and Human Development (KHDA) in Dubai – Established in 2006, KHDA5 is responsible for inspecting all private schools in Dubai to ensure proper quality of education, from early learning to higher and continuing education.
Because expatriates in Dubai move often, many parents prefer to enroll their children in international schools. Hence, demand for private education has been on the rise, leading to strong overall growth in the education sector. In the UAE, private school enrollments were expected to increase from approximately 56 percent to 66 percent over the course of the next five years according to a 2018 BCG report titled “Where to Invest Now in GCC Private Education”.
The majority of international schools in demand remain UK curriculum schools. According to a presentation by Colliers International titled “K12 Schools in Dubai – Academic Year 2018- 2019”, 75 percent of the total new student enrollments in academic year 2018/19 came from UK curriculum schools; Indian schools’ share slightly decreased from 28 percent to 27 percent; and U.S. curriculum schools maintained their market share at 17 percent. IB schools recorded a net addition of 1,371 students, second only to UK curriculum schools, growing their market share slightly from 4.9 percent to 5.2 percent.
In higher education, only five foreign universities have full campuses in the UAE, including two U.S. institutions: Rochester Institute of Technology Dubai and New York University Abu Dhabi.
SUB-SECTORS
In terms of mobility, the United Arab Emirates had 2,074 Emirati students studying in the United States for the academic year 2019/2020, according to the Institute of International Education (IIE) Open Doors Open Data report.6 The majority of Emirati students studying abroad come from a public school background. The report provides the following segmentation:
Education & Training Services Guide | 2021 191 Graduate Programs: 255 students enrolled in graduate education in 2019, a decrease of -10.5 percent from the previous year.
Undergraduate: 1,655 students enrolled in undergraduate education in 2019, a decrease of -11.6 percent from the previous year.
Non-Degree Studies: 121 students enrolled in non-degree programs in 2019, a decrease of -10.4 percent from the previous year.
Optional Practical Training (OPT): 43 students enrolled in OPT programs in 2019, a decrease of -36.8 percent from the previous year.
The top five receiving states are: Arizona, California, Florida, Pennsylvania, and Virginia. Top fields of study and majors include innovation, space science, engineering (Artificial Intelligence, nuclear, chemical, petroleum), alternative and renewable energy, business, and information technology (including cyber security).
OPPORTUNITIES
K-12 Education
According to the 2018 BCG report cited above, there is an oversupply of international private schools with high- and premium-range fees in Dubai, and not enough international private schools with low- and medium-range fees. In 2017, schools with high- and premium-range fees reportedly began to advertise, implement loyalty programs, and slash their fees by as much as 33 percent to attract and retain students. In December 2018, education authorities in Abu Dhabi announced that a total of 10 new schools offering affordable fee structures are set to open in the emirate over the next three years, adding that they will readily make plots and vacant public school buildings available to investors for the development of new schools. According to education experts and consultants, the emirate of Sharjah is also in need of affordable schools with tuition fees ranging from US $5,500 to $9,500.
To meet the needs of Emirati students, there is a need in the UAE for high-quality schools, with a rating of “good” or better, that cater specifically to local preferences (for example- by offering gender segregation and adequate provision of Arabic and religious studies). For expatriate families, there is a need for high-quality schools, with tuition/fees in the low- to mid-range, structured around the International Baccalaureate (IB) and U.S. curriculum, among others. There is also an opportunity to leverage Dubai’s drive to become a testing spot for innovation by introducing schools with modern, digital approaches to education.
Higher Education
According to Colliers International, the higher education sector still offers a number of opportunities for investors and operators to grow, as currently, only 15 percent of total K-12 students attend private universities in Dubai. Business-related courses remain the most popular choice in Dubai, followed by engineering and agriculture, then media and design.
Simultaneously, there is continued demand for study in the United States in graduate, undergraduate, and non-degree programs. However, the largest number of tertiary level
192 U.S. Commercial Service students from the UAE go to United Kingdom according to the UNESCO Institute for Statistics. The United States ranks second.7
There is also a demand to open higher education institutions in the UAE.
There is a total of 30 government-affiliated scholarship granting institutions, which offer a number of scholarships to a select number of top U.S. universities. Such institutions include ADEK, Abu Dhabi Investment Authority (ADIA), Abu Dhabi Police, Dubai Police, and the Presidential Department. Online programs are not covered under the scholarship programs. However, education experts noted that there is a real demand for online programs in executive education.
DIGITAL MARKETING STRATEGIES
According to International Education Specialists’ (IDP) UAE office, here are the most effective digital marketing strategies for reaching students in the UAE:
For most educational webinars and online sessions, UAE-based students use Microsoft Teams and Zoom, as well as WebEx in rare cases. These platforms are not only used by in-country schools but also by competitor countries to reach students in the UAE.
Additionally, Instagram, TikTok, Snapchat, YouTube (for streaming videos), and Facebook are the most popular social media sites for UAE students, although Facebook is less popular amongst the younger generation.
The most popular information search site for UAE students is Google. Therefore, it is important to make sure content on educational opportunities is up-to-date and your Search Engine Optimization (SEO) strategy is strong.
Some of the other popular online platforms for UAE students seeking job opportunities are: Gulf Talent, Monster, Bayt.com, and LinkedIn. However, not all students have a LinkedIn account.
Students and parents are generally kept informed via email marketing, online, and through the counselors and the local schools. IDP, for instance, runs seminars on different topics for students and parents to get relevant information. These events allow students the opportunity to meet the universities directly, physically or through virtual channels.
IDP highlights some key elements to keep in mind for your digital strategy in the UAE:
1. Search Engine Optimization (SEO) – Ensuring the content is relevant and includes high- ranking keywords to drive organic traffic. 2. Search Engine Marketing (SEM) – A good strategy puts the brand right into the hands of the potential students. 3. Social Media – Ensuring the consortium has a solid social media plan is key for this target audience, and it needs to be beyond just static posts. An in-depth understanding of what a student considers relevant these days is necessary. The attention span of students in this region is very limited. IDP has found that students are looking for real, relatable content; video content; and inspirational content. 4. Virtual Events – Virtual events are the new norm. The key is in how they are run. With so many platforms available now, students want something easy and user friendly.
Education & Training Services Guide | 2021 193 E-Learning and Distance Learning: In October 2018, the UAE launched Madrasa (https:// madrasa.org/), a free eLearning platform that provides 5,000 free Arabized videos in general science, math, biology, chemistry, and physics. It also provides 11 million words of educational content to students from kindergarten to grade 12.8
More than 240 Grade 6 students at a UAE Ministry of Education curriculum school have begun using another locally produced education technology solution called Alef. This new digital learning platform, which has been 36 months in the making, is being touted as a complete end-to-end mainstream form of formal classroom-based academic learning.9
Government schools are running a home-teaching program called ‘Learn from Afar’, while private schools are using digital platforms such as Google Classroom, ClassDojo, Seesaw, Teams, and Zoom. ADEK and KHDA launched specialized portals, Activity Platform (https:// activityplatform.adek.gov.ae/) and In This Together Dubai (https://inthistogetherdubai.kdha. gov.ae/en/), to support remote learning. Almost overnight, the UAE successfully moved 1.2 million students online.10
EVENTS
• International Education Show, Oct. 20-22, 2021, Expo Center Sharjah: http://www.educationshow.ae/ • International Consultants for Education and Fairs (ICEF) Dubai, Feb. 09-11, 2021, Virtual MENA: http://www.icef.com/ • Global Education Supplies and Solutions (GESS), Nov. 14-16, 2021, Zabeel Halls 4, 5 & 6, Dubai World Trade Centre, Dubai: https://www.gesseducation.com/ • Gulf Education and Training Exhibition (GETEX), Mar. 25-27, 2021, Dubai International Convention and Exhibition Center, Dubai: http://www.mygetex.com/ • BETT Middle East and North Africa, TBD 2021, Dubai: https://mena.bettshow.com/ • Najah Connect, Sept. 2020-Sept. 2021, Abu Dhabi: https://www.najahonline.com/en/ najah-connect.html • Najah Virtual Expo, May 23-25, 2021, Abu Dhabi: https://www.najahonline.com/en/ VirtualExpo.html
RESOURCES
• U.S. Commercial Service UAE: www.trade.gov/united-arab-emirates • U.S. Commercial Service Global Education Team: https://trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services • The Abu Dhabi Department of Education and Knowledge (ADEK): https://www.adek.gov.ae/ • Boston Consulting Group: https://www.bcg.com/en-us/offices/dubai/default.aspx • Colliers International: https://www.moe.gov.ae/En/MediaCenter/archive/Pages/ HigherEducationAffairs.aspx
194 U.S. Commercial Service • EducationUSA Abu Dhabi: https://educationusa.state.gov/centers/us-embassy-abu- dhabi • EducationUSA Dubai: https://educationusa.state.gov/centers/us-consulate-general- dubai • International Education Specialists: https://www.idp.com/uae/ • Knowledge and Human Development Authority (KHDA): www.khda.gov.ae/en • Ministry of Education – Higher Education Affairs:www.moe.gov.ae/En/Pages/Home/ aspx
U.S. COMMERCIAL SERVICE CONTACT
Mustapha Oulhaci, Commercial Assistant U.S. Commercial Service – Abu Dhabi, United Arab Emirates Email: [email protected] Phone: +971 56 677 1036
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1 https://www.vision2021.ae/en/national-agenda-2021/list/first-rate-circle 2 https://u.ae/en/information-and-services/education/education-budget https://www.emirates247.com/news/emirates/uae-cabinet-approves-2020-federal-bud- get-2019-10-30-1.690452 3 https://www.moe.gov.ae/Ar/Documents/Operation_of_Educational_Establishments_during_the_Pan- demic_Protocols.pdf 4 https://www.adek.abudhabi.ae/en/Pages/default.aspx 5 www.khda.gov.ae/en 6 https://www.iie.org/Research-and-Insights/Open-Doors/Data/International-Students/Places-of-Origin 7 http://www.uis.unesco.org 8 https://u.ae/en/information-and-services/education/elearning-mlearning-and-distant-learning 9 https://www.itp.net/614631-uae-company-launches-new-digital-education-platform 10 https://www.itu.int/en/myitu/News/2020/09/21/08/01/UAE-ICTs-education-1-million-students-online- COVID-19
Education & Training Services Guide | 2021 195 UNITED KINGDOM
Capital: London Population: 65,761,117 (July 2020 est.) GDP: 3.118 Trillion USD (2019 est., Purchasing Power Parity) Currency: British Pound (GBP) Language: English
UNESCO Student Mobility Number: The United Kingdom has 38,986 students studying abroad according to UNESCO.
CIA World Factbook: 29.12% of the population in the United Kingdom is under 24 years old.
OVERVIEW
According to the Institute of International Education’s 2020 Open Doors Report (https:// opendoorsdata.org/fact_sheets/united-kingdom/), the United Kingdom has maintained its rank of 14th among senders of students to the United States. The UK has consistently ranked in the top 15 for many years and has continued to be the number one sender in Europe for the past 5 years. After last year’s slight decline of -2.7 percent, the number of British students has declined again by -3.5 percent to a new total of 10,756 in the academic year 2019/2020. At 49.4 percent, the majority of British students studying within the United States are undergraduates. Graduate students make up 23.8 percent, followed by remaining students categorized as Non-degree at 14.9 percent and Optional Practical Training (OPT) at 11.9 percent.
196 U.S. Commercial Service UK students contributed $444 million to the U.S. economy, a decrease of -12.8 percent from the previous year. There are strong U.S.-UK study abroad ties, which are often leveraged to form a partnership entry strategy. The UK continues to be the number one destination for American study abroad students.
SUB-SECTORS
Higher Education
The United Kingdom’s educational system is well-established, with a highly regarded international reputation. The best prospects for attracting British students to the United States lie in the undergraduate and graduate levels of study. According to the U.S.-UK Fulbright Commission, the primary motivators for British students to study in the U.S. include the quality and flexibility of American academic programs (liberal arts), the availability of scholarship funding, athletic/sporting opportunities, and the ability to experience and be a part of U.S. culture and campus life.
Undergraduate Education
According to Open Doors 2020, British undergraduate students studying within the United States make up 49.4 percent of students. The number of British students has declined by -2.9 percent for a new total of 5,314 undergraduate students compared to last year’s total of 5,472.
Graduate Education
Graduate students make up 23.8 percent of British students studying in the United States. Last year, 2,618 students made up the British graduate student population and in 2020, there has been a -2.3 percent decrease for a new total of 2,557 students studying at the graduate level.
Non-Degree Education and Optional Practical Training (OPT)
Non-degree students comprise 14.9 percent of British students studying within the United States. That equates to 1,606 students, which is a -7.0 percent decrease from last year. However, OPT has not experienced as significant a decrease in students. In 2020, OPT students decreased by -3.8 percent with 1,279 students compared to last year’s 1,330. OPT students continue to constitute 11.9 percent of the student population, the same percentage as last year.
OPPORTUNITIES
As a result of widespread teleworking and online learning throughout 2020, the UK market has become more accustomed to education and training delivered in a digital format. In the past, online or distance learning programs looking to expand into the UK met with limited success. However, the adoption rates for online and distance learning have increased, and this presents an opportunity for U.S. providers in these areas.
Exchange programs and partnerships with British universities are a common method of market entry. For U.S. institutions looking to gain exposure and to test the market, there are several UK events of interest (see Events section below).
Education & Training Services Guide | 2021 197 Changes to UK government policy have made U.S. universities more competitive in this market. Rising university fees and active encouragement of outward mobility both present opportunities for recruiting British students. Tuition fees were introduced in England in 1998 and have risen steadily. The current tuition fee of £9,250 ($11,100 using a rate of 1.2 GBP per 1 USD) in England was set in 2017 and has been frozen pending a university funding review. Fees in England are the same for all students, whereas other areas of the UK give their domestic students a reduction in fees. For example, Welsh students in Wales pay £9,000 ($10,800) as opposed to £9,250 ($11,100). Domestic students in Northern Ireland pay £4,395 ($5,274), and in Scotland, domestic students do not pay university fees. At the time of writing, students from the European Union (EU), the European Economic Area (EEA), and Switzerland pay the same tuition as British students. However, this will change after January 1, 2021. This could be an opportunity for U.S. educational institutions if UK tuition rates become less favorable for these student groups.
In addition to university studies, UK students are increasingly taking advantage of other options available to them, including apprenticeships, graduate schemes, trainee schemes, or indeed directly entering the work force. UK students are a discerning consumer group with a variety of choices and opportunities readily available. Interest in U.S. study programs is high, but challenges are expected in the years ahead as the UK’s transition period with the European Union ends on January 1, 2021.
EVENTS
• Student World: www.thestudentworld.com • What Career/What University Live: www.whatcareerlive.co.uk • USA College Day: http://www.fulbright.org.uk/events/usa-college-day-2020
RESOURCES
• U.S. Commercial Service – United Kingdom: www.trade.gov/united-kingdom • U.S. & Foreign Commercial Service Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services • U.S.-UK Fulbright Commission: http://www.fulbright.org.uk
U.S. COMMERCIAL SERVICE CONTACT
Chrystal Denys, Commercial Specialist U.S. Commercial Service – London, United Kingdom Email: [email protected] Phone: +44 20 7891 3432
198 U.S. Commercial Service VIETNAM
Capital: Hanoi Population: 98,721,275 (July 2020 est.) GDP: 775.669 Billion USD (2019 est., Purchasing Power Parity) Currency: Dong (VND) Language: Vietnamese
UNESCO Student Mobility Number: Vietnam has 108,527 students studying abroad.
CIA World Factbook: 37.83% of the Vietnamese population is under 24 years old.
OVERVIEW
Domestic Education
The domestic education market in Vietnam continues to strengthen due to the significant increase in per capita income over the past ten years, the expansion of both the manufacturing and services sectors, and the emphasis Vietnamese families traditionally place on ensuring a strong education for their children. As a result, the domestic offerings continue to improve, but many affluent families look to education sources outside of Vietnam for thebest opportunities. The strongest competition to U.S. institutions is from Asia, including Australia and Japan. These countries are able to promote proximity in what is a family-centric society, affordable cost, and the possibility of post-graduate employment. However, as mentioned, international schools are facing stiff competition from Vietnam’s local institutions. According to the 2018- 2019 academic year report of the Ministry of Education and Training in Vietnam, currently there are 237 universities (172 public, 65 private); 188 colleges; 2,386 Upper Secondary schools (2,122 public and 264 private); 9,551 Lower Secondary schools (9,536 public and 15 private); and 13,970 primary schools (13,852 public and 118 private) operating in Vietnam. Most Vietnamese students in higher education study at the undergraduate level.
Overseas Study
According to the data from the Vietnamese Ministry of Education and Training (MoET), there were approximately 190,000 Vietnamese students studying abroad at the end of 2019, with a vast majority of students abroad focused on post-secondary school opportunities. These numbers continue to grow as families increase their household income and look to send their children abroad to ensure they have access to the best education opportunities.
Educational exchange is a cornerstone of the U.S. bilateral relationship with Vietnam and Vietnam is a top prospect market for U.S. education institutions. The mutual understanding between the two countries’ students will play a key role in the process of expanding our bilateral relations and consolidating our comprehensive cooperation, as these scholars become Vietnam’s future leaders.
Education & Training Services Guide | 2021 199 Vietnam remains the sixth leading country of origin for all international higher education students in the United States in the 2019/2020 academic year (AY) after China, India, South Korea, Saudi Arabia, and Canada, according to the Institute of International Education’s (IIE) annual Open Doors Report. In addition, according to the data from the Student and Exchange Visitor Information System (SEVIS) of the U.S. Department of Homeland Security and the IIE Open Doors Report, respectively, the number of Vietnamese students studying in the United States in the 2019/2020 academic year across all education levels was approximately 26,000 students, contributing $827,000 to the U.S. economy.
Of the almost 26,000 Vietnamese students in the United States, 23,777 students are studying at U.S. higher education institutions, with 69.8 percent in undergraduate programs, 15.3 percent focused on graduate studies, 11.4 percent enrolled in Optional Practical Training (OPT), and the remaining 3.5 percent pursuing non-degree programs.
SUB-SECTORS
Undergraduate and Graduate Degrees
An increasing number of Vietnamese students are pursuing four-year programs at universities first and then continuing at the graduate level. Science, technology, engineering, andmath (STEM) remain the top selected fields of study by Vietnamese students, followed by business and management and physical/life sciences.
High Schools/Boarding Schools
There is growing interest among Vietnamese families in sending their children to the U.S. to enroll in high school/boarding schools to better prepare them for a U.S. college education. It is important to note that Vietnamese parents cite their desire for providing a safe and comfortable environment for their kids as a primary criterion for selecting boarding schools. Other factors that go into the family’s decision making are financial aid/scholarship packages and the relationships a school has with community colleges and universities, allowing their student to smoothly and seamlessly transition to a U.S. institution.
OPPORTUNITIES
Education remains a cornerstone of the United States-Vietnam bilateral relationship and as such, the U.S. Commercial Service stands ready to assist education institutions in learning about market opportunities and challenges and introducing them to pre-qualified potential Vietnamese education consultancies/agencies.
EVENTS
There are several education fairs in Vietnam annually, including events organized by EducationUSA. The EducationUSA fairs are some of the largest and best attended events of their kind in Vietnam. For more information, please visit https://educationusa.state.gov.
200 U.S. Commercial Service RESOURCES
• U.S. Commercial Service in Vietnam: https://www.trade.gov/vietnam • U.S. Commercial Service’s Global Education Team: www.trade.gov/education-industry • Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services • EducationUSA: https://educationusa.state.gov/ • Higher Engineering Education Alliances: www.heeap.org • Viet Abroader: https://vietabroader.org/ • Fulbright Vietnam: https://fulbright.edu.vn
U.S. COMMERCIAL SERVICE CONTACT
Mr. Jim Curtis, Commercial Attaché U.S. Commercial Service – Hanoi, Vietnam Email: [email protected] Phone: +84-24-3850-5199
Ms. Huong Nguyen, Commercial Assistant U.S. Commercial Service – Ho Chi Minh City, Vietnam Email: [email protected] Phone: +84-28-3520-4680
Education & Training Services Guide | 2021 201 2020 MARKET SIZES BY COUNTRY
# of Students % of Undergraduate % of Graduate % of Other: ESL*/ Country Abroad in the U.S. Enrollment Enrollment OPT*/HE* Algeria 239 47% 34% 19% Argentina 2,428 43% 37% 20% Australia 4,982 50% 22% 28% Belize 388 60% 25% 15% Brazil 16,671 50% 29% 21% Bulgaria 690 47% 30% 23% Cameroon 1,027 55% 28% 17% Canada 25,992 48% 36% 16% China 372,532 40% 37% 23% Colombia 7,787 39% 37% 24% Costa Rica 1,240 50% 33% 17% Denmark 1,264 33% 15% 52% Dominican Republic 1,379 62% 20% 18% Egypt 3,859 39% 42% 19% El Salvador 1,581 75% 12% 13% Ethiopia 2,356 66% 20% 14% Finland 690 54% 17% 29% France 8,471 33% 27% 40% Germany 9,242 34% 27% 39% Ghana 4,221 28% 54% 18% Greece 2,489 32% 45% 23% Guatemala 1,195 64% 20% 16% Honduras 2,161 66% 19% 15% Hong Kong 6,778 58% 20% 22% Hungary 724 45% 30% 25% India 193,124 13% 44% 43% Indonesia 8,300 59% 19% 22% Japan 17,554 49% 16% 35% Jordan 2,441 39% 42% 19% Kenya 3,710 57% 30% 13% Kuwait 8,375 82% 9% 9% Malaysia 6,910 63% 15% 22% Mexico 14,348 56% 26% 18% Morocco 1,499 46% 28% 26% New Zealand 1,856 60% 22% 18% Nicaragua 489 63% 22% 15% Nigeria 13,762 39% 40% 21% Norway 1,886 61% 14% 25% Panama 1,708 67% 14% 19% Peru 3,547 47% 32% 21% Philippines 3,295 53% 31% 16%
202 U.S. Commercial Service # of Students % of Undergraduate % of Graduate % of Other: ESL*/ Country Abroad in the U.S. Enrollment Enrollment OPT*/HE* Poland 1,513 47% 29% 24% Portugal 934 48% 31.7% 20.3% Russia 5,293 42% 34% 24% Singapore 4,504 41% 30% 29% South Korea 49,809 47% 31% 22% Sweden 3,213 61% 10% 29% Taiwan 23,724 31% 39% 30% Thailand 6,154 43% 35% 22% Turkey 9,481 33% 44% 23% Ukraine 1,899 50% 28% 22% United Arab 2,074 80% 12% 8% Emirates United Kingdom 10,756 49% 24% 27% Vietnam 23,777 70% 15% 15%
Education & Training Services Guide | 2021 203 2021 BEST PROSPECTS BY COUNTRY
Summer/ High Boarding Community Law Online Country Undergraduate Graduate OPT ESL Certificate School Schools College School Degree Programs Algeria X X X
Argentina X X X X
Australia X X X X
Austria X X X X X X X X
Belize X X X X
Brazil X X X X X X X X
Bulgaria X X X X X
Cameroon X X X X X
Canada X X X X X
China X X X X X X
Colombia X X X X X X X
Costa Rica X X X X
Denmark X X Dominican X X X X X X Republic Egypt X X
El Salvador X X X X X X
Ethiopia X X
Finland X X
France X X X
Germany X X X X X
Ghana X X X X X
Greece X X X X
Guatemala X X X X
Honduras X X X X X
Hong Kong X X X X X X X
Hungary X X X X X
India X X X X X X
204 U.S. Commercial Service Summer/ High Boarding Community Law Online Country Undergraduate Graduate OPT ESL Certificate School Schools College School Degree Programs Indonesia X X X X X X
Japan X X X X X X
Jordan X X X X
Kenya X X X X X
Kuwait X
Malaysia X X X X X X
Mexico X X X X X X X New X X X X Zealand Nigeria X X X X X
Norway X X X
Panama X X X X X
Peru X X X
Philippines X X X X X
Poland X X X X
Portugal X X X X X X X
Russia X X X X X X X X
Singapore X X X X X X South X X X X X Korea Sweden X X X
Taiwan X X X X
Thailand X X X X X X X X X
Turkey X X X X X X X
Ukraine X X X X X X X X United Arab X X X X X Emirates United X X X X X X Kingdom Vietnam X X X X
Education & Training Services Guide | 2021 205 BEST STUDENT RECRUITMENT METHODS
Country Education Agents Institutional Student Outreach Online Outreach Algeria X X X X Argentina X X Australia X X Austria X X X Belize X X Brazil X X Bulgaria X X X Cameroon X X X Canada X X X China X X X Colombia X X X X Costa Rica X X X Denmark X X X Dominican Republic X X X Egypt X X El Salvador X X Ethiopia X X Finland X X X X France X X Germany X X X Ghana X X Greece X X X Guatemala X X Honduras X X X Hong Kong X X X Hungary X X X India X X X X Indonesia X X X X Japan X X X Jordan X X X Kenya X X X X Kuwait X X Malaysia X X X Mexico X X X X Morocco New Zealand X X X Nigeria X X X Norway X X X X Panama X X X X Peru X X X Philippines X X X X
206 U.S. Commercial Service Country Education Agents Institutional Student Outreach Online Outreach Poland X X X Portugal X X X Russia X X X X Singapore X X South Korea X X X Sweden X X X X Taiwan X X X Thailand X X X X Turkey X X Ukraine X X X United Arab Emirates X X X X United Kingdom X X X Vietnam X X
Education & Training Services Guide | 2021 207 INTERNATIONAL CONTACTS
208 U.S. Commercial Service A C ------
Albania — Tirana Cameroon — Yaounde Edi Jacellari, Commercial Specialist Ekom Christopher, Commercial Specialist +355 42 247 285, ext. 3116 +237 222201500, ext. 4382 [email protected] [email protected]
Algeria— Algiers Canada — Toronto Jugurtha Rabia, Commercial Specialist Ozlem Toplu, Commercial Specialist +213 770 082 274 +1 437 333 91 39 [email protected] [email protected]
Argentina — Buenos Aires Chile — Santiago Elizabet Simon, Commercial Specialist Valerie Henderson, Commercial Specialist 54 11 5777 4619 56 2 2330 3316 [email protected] [email protected]
Australia — Sydney China — Beijing Rana Nusheiwat, Commercial Specialist Jing Qiu, Commercial Specialist +61 2 9373 9202 +86 10 8531 4157 [email protected] [email protected]
Austria — Vienna China — Guangzhou Robee Sallegue, Commercial Specialist- Veronica Liang, Commercial Specialist 43 1 31339 2203 +86 20 3814 5630 [email protected] [email protected]
Azerbaijan — Baku China — Guangzhou Govhar Mammadova, Commercial Specialist Sarah Zhu, Commercial Specialist 994 12 488 33 00, ext. 3593 +86 20 3814 5000 [email protected] [email protected]
B China — Shanghai ------Yuan Liu, Senior Commercial Specialist +86 21 6279 8958 Brazil — Brasilia [email protected] Laura Reffatti, Commercial Specialist +55 61 3312 7481 China — Shenyang [email protected] Andrea Shen, Commercial Specialist +86 24 2322 1198, ext. 8145 Belgium - Brussels [email protected] Ira Bel, Commercial Specialist +32 2 811 5116 China — Wuhan [email protected] Catherine Le, Commercial Specialist +86 27 8555 7791 ext. 2811 Bulgaria — Sofia [email protected] Peter Delin, Commercial Specialist +359 2 939 5784 Colombia — Bogota [email protected] Julio Acero, Commercial Specialist +57 1 275 2635 [email protected]
Education & Training Services Guide | 2021 209 Costa Rica — San Jose European Union — Brussels Isabel Salazar, Commercial Assistant Seth Oppenheim, Regional Commercial +506 2519 22 71 Officer [email protected] +32 475 704354 [email protected] Croatia — Zagreb Suzana Vezilic, Commercial Specialist F +385 1 661 202 [email protected] Finland — Helsinki Czech Republic — Prague Mia Maki, Senior Commercial Specialist Zdenek Svoboda, Commercial Specialist +358 9 6162 5289 +420 257 022 323 [email protected] [email protected] France — Paris D Isabelle Singletary, Commercial Specialist ------+33 01 43 12 70 63 [email protected] Denmark — Copenhagen Patrycja Dahl, Commercial Specialist G +45 3341 7202 [email protected] Germany — Frankfurt Dominican Republic — Santo Domingo Ulrike Riegeler, Commercial Specialist Maria Elena Portorreal, Regional Senior +49 69 7535 3157 Commercial Specialist [email protected] +809-567-7775, ext. 7220 [email protected] Ghana — Accra Rita Adubra Asante, Commercial Specialist E +233302741715 [email protected]
Egypt — Cairo Greece — Athens Khaled Elzoughbi, Commercial Specialist Maria Georgousi, Commercial Specialist +20-2-2797-3520 +30 6942474955 [email protected] [email protected]
El Salvador — San Salvador Guatemala — Guatemala City Lidia Sosa, Senior Commercial Specialist Karla Salas, Commercial Specialist +503 2501 2999, ext. 3144 +502 2326 4261 [email protected] [email protected]
Estonia — Tallinn H Reene Sepp, Commercial Specialist ------+372 66 88 130 [email protected] Honduras — Tegucigalpa Havivi Rodriguez, Commercial Specialist Ethiopia — Addis Ababa +504 2236 9320 Yemesrach Kassu, Commercial Specialist [email protected] +251 0 11 130 6794 [email protected]
210 U.S. Commercial Service Hong Kong — Macau India — New Delhi Joanna Lam, Commercial Specialist Shibu Mathews, Commercial Specialist +852 2521 3721 +91 11 2347 2131 [email protected] [email protected]
Hungary — Budapest Indonesia — Jakarta Csilla Viragos, Commercial Specialist Yulie Tanuwidjaja, Commercial Specialist +36 1 475 4250 +62 21 5083 1000 [email protected] [email protected]
I Ireland — Dublin ------Padraig O'Connor, Commercial Specialist +353 1 237 5848 India — Ahmedabad [email protected] Sangeeta Taneja, Commercial Specialist +91 79 2656 5210 Israel — West Bank [email protected] Issa Noursi, Commercial Specialist +972 2 625 5201 India — Bengaluru [email protected] Manjushree Phookan, Senior Commercial Specialist Italy — Rome +91 80 2227 6402 Elisa Martucci, Commercial Specialist [email protected] +39 06 4674 2252 [email protected] India — Chennai Mala Venkat, Senior Commercial Specialist J +91 44 2857 4293 [email protected] Japan — Osaka-Kobe India — Hyderabad Tetsuko Fujioka, Commercial Specialist Annette D’Silva, Commercial Specialist +81 6 6315 6078 +91 402 33 04025 [email protected] [email protected] Japan — Tokyo India — Kolkata Kazuko Tsurumachi, Commercial Specialist Shantanu Sarkar, Commercial Specialist +81 3 3224 5049 +91 33 3984 6444 [email protected] [email protected] Jordan — Amman India — Mumbai Suzan Barbour, Commercial Specialist Harold "Lee" Brayman, Commercial Officer +962 6 590 6966 +91 70459 50795 [email protected] [email protected] K India — Mumbai ------Noella Monteiro, Commercial Specialist +91 22 2672 4400 Kazakhstan — Nur-Sultan [email protected] Aliya Shaikhina, Commercial Specialist +7 727 250 7612, ext. 6491 [email protected]
Education & Training Services Guide | 2021 211 Kenya — Nairobi New Zealand — Auckland Catherine Malinda, Commercial Specialist Ian Walker, Commercial Specialist +254 20 363 6064 +64 21 222 1089 [email protected] [email protected]
Kuwait — Kuwait City Nigeria — Lagos Rasha Al-Muhtaseb, Commercial Specialist Anthony Adesina, Commercial Specialist +965 2259 1449 +234 1 460 3465 [email protected] [email protected]
L Norway — Oslo ------Heming Bjorna, Senior Commercial Specialist +47 213 08 760 Lebanon — Beirut [email protected] Naaman Tayyar, Senior Commercial Specialist P +961 4 544860 [email protected] Pakistan — Lahore Lebanon — Beirut Hassan Raza, Commercial Specialist Jeanine Sabaji, Commercial Assistant +92 42 603 4271 +961 4 544860 [email protected] [email protected] Panama — Panama City M Jeane Zuniga, Commercial Specialist ------+507 6617-9982 [email protected] Malaysia — Kuala Lumpur Janet Suan, Commercial Specialist Peru — Lima +60 12 395 390 Jorge Prado, Commercial Specialist [email protected] +51 956023507 [email protected] Mexico — Guadalajara Juan Herrera, Commercial Specialist Philippines — Manila +52 33 3615 1140, ext. 103 John Giray, Commercial Specialist [email protected] +632 301 2182, ext. 2182 [email protected] Mexico — Mexico City Martha Sanchez, Commercial Specialist Poland — Warsaw +52 55 5080 2000, ext. 5225 Maria Kowalska, Commercial Specialist [email protected] +48 22 625 4374 [email protected] Morocco — Casablanca Redouane Ghadouna, Commercial Portugal — Lisbon Specialist Ana Vila, Commercial Specialist +212 661 29 13 70 +351 21 770 2532 [email protected] [email protected]
N Q ------
212 U.S. Commercial Service Qatar — Doha Srinivasa Murthy, Commercial Advisor Slovakia — Bratislava +974 4496 6730 Lucia Maskova, Commercial Assistant [email protected] +421 2 5922 3325 [email protected] R Slovenia — Ljubljana ------Mirjana Rabic, Commercial Specialist +386 1 200 5528 Romania — Bucharest [email protected] Gabriel Popescu, Commercial Specialist +4 021 200 3312 South Africa — Johannesburg [email protected] Andrew Billard, Commercial Officer +954 356 6641 Russia — Moscow [email protected] Diana Ryan, Commercial Specialist +7 495 728 5398 South Korea — Seoul [email protected] Song Oh, Commercial Specialist +82 2 397 4396 S [email protected] ------Spain — Madrid Saudi Arabia — Dhahran Jesus Garcia, Senior Commercial Specialist Tareq Ghazal, Commercial Specialist +34 91 3081578 +966 1 333 3200, ext. 3065 [email protected] [email protected] Sweden — Stockholm Saudi Arabia - Jeddah Nancy Bjorshammar, Commercial Specialist Syed Shariq Iqbal, Commercial Specialist +46 8 783 5347 +966 (0) 55 516 1957 [email protected] [email protected] Switzerland — Bern Saudi Arabia — Riyadh Sandor Galambos, Commercial Specialist Ahmed Khayyat, Commercial Specialist +41 31 357 7237 +966 1 488 3800, ext. 4441 [email protected] [email protected] T Serbia — Belgrade ------Boris Popovski, Commercial Specialist +381 11 706 4533 Taiwan — Taipei [email protected] Mei Mei Wang, Senior Commercial Specialist +886 2 2162 2639 Singapore — Singapore [email protected] Yiu Kei Chan, Commercial Specialist +65 6476 9037 Thailand — Bangkok [email protected] Thanyathorn Voravongsatit, Commercial Specialist Singapore — Singapore +662 205 5282 Jayacely Joseph, Commercial Specialist [email protected] +65 6476 9415 [email protected]
Education & Training Services Guide | 2021 213 The Netherlands - Wassenaar Alan Ras, Commercial Specialist +31 0 70 310 2418 [email protected]
Turkey — Istanbul Perim Akguner, Commercial Specialist +90 212 335 9197 [email protected]
U ------
Ukraine — Kyiv Yulia Myronenko, Commercial Specialist +380 44 521 5640 [email protected]
United Arab Emirates — Abu Dhabi Mustapha Oulhaci, Commercial Specialist +971 56 677 1036 [email protected]
United Kingdom — London Chrystal Denys, Commercial Specialist +44 20 7891 3432 [email protected]
Uruguay — Montevideo Stephanie Grunvald, Commercial Specialist +5982 1770 2322 [email protected]
V ------
Vietnam — Hanoi Jim Curtis, Commercial Attaché +84 24 3850 5199 [email protected]
Vietnam — Ho Chi Minh City Huong Nguyen, Commercial Specialist +84 28 3520 4680 [email protected]
214 U.S. Commercial Service U.S. Office Locations
For more information about how we can help you, please contact one of our Trade Specialists. For detailed contact information, please visit www.trade.gov/commercial-services-offices-us.
U.S. COMMERCIAL SERVICE OFFICES
Alabama Tallahassee St. Louis Pittsburgh Birmingham Georgia Montana Puerto Rico Alaska Atlanta Missoula San Juan Anchorage Savannah Nebraska Rhode Island Arizona Hawaii Omaha Providence Phoenix Honolulu Nevada South Carolina Scottsdale Idaho Las Vegas Charleston Tucson Boise Reno Columbia Arkansas Illinois New Hampshire Greenville Little Rock Chicago Portsmouth South Dakota California Libertyville New Jersey Sioux Falls Bakersfield Peoria Newark Tennessee Cabazon Rockford Trenton Knoxville Fresno Indiana New Mexico Memphis Inland Empire Indianapolis Santa Fe Nashville Los Angeles Iowa New York Texas (Downtown) Des Moines Buffalo Austin Los Angeles (West) Kansas Harlem El Paso Newport Beach Wichita Long Island Fort Worth North Bay Kentucky New York Grapevine Oakland Lexington Rochester Houston Sacramento Louisville Westchester McAllen San Diego Louisiana North Carolina Midland San Francisco New Orleans Charlotte San Antonio San Jose Shreveport Greensboro Utah Ventura County Maine Raleigh Salt Lake City Colorado Portland North Dakota Vermont Denver Maryland Fargo Montpelier Connecticut Baltimore Ohio Virginia Middletown Massachusetts Akron Arlington Delaware Boston Cincinnati Richmond Served by Michigan Cleveland Washington Philadelphia, PA Detroit Columbus Seattle District of Columbia Grand Rapids Toledo Spokane Served by Arlington, Pontiac Oklahoma West Virginia VA Ypsilanti Oklahoma City Charleston Florida Minnesota Tulsa Wheeling Clearwater Minneapolis Oregon Wisconsin Fort Lauderdale Mississippi Portland Milwaukee Jacksonville Jackson Pennsylvania Wyoming Miami Missouri Harrisburg Served by Denver, CO Orlando Kansas City Philadelphia
Education & TrainingU.S. Services Commercial Guide Service| 2021 215 2021 Edition U.S. Commercial Service
The International Trade Administration’s mission is to create prosperity by strengthening thethe competitiveness of U.S.U.S. industry,industry, promoting promoting tradetrade andand investment,investment, and ensuring fairfair tradetrade andand compliance compliance with with trade trade laws laws and and agreements. agreements.
U.S. Commercial Service 1401 Constitution Avenue NW Washington, D.C. 20250 A Reference for U.S. Educational Institutions trade.gov 216 U.S. Commercial Service A Reference for U.S. Educational Institutions