Thailand Education Exhibition Briefing

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ThailandEducation ExhibitionBriefing
6 February 2009
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Briefing Agenda

• Briefing Agenda
• STEP Analysis
• SWOT Analysis
• Governments Education Policy
• Market Trends The Competition
• Transnational Education
• British Council Thailand Education UK Strategy
• Thailand Education UK Team
• Education UK exhibition 2009 - Logistics

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1. Thailand STEP Analysis

• Social
• Population (2007) 65.74 Million 0.7 growth
  from 2006 (Economist Intelligence Unit)
• In 2007, age group under 15 14.7M-----22.4 of
  total population
• In 2007, age group above 15 51.04M
• Literacy rate of population at aged above 15
  accounted for around 96 (Bank of Thailand)
• English proficiency viewed as competitive
  advantage and parents strongly emphasize
  education willing to pay premium
• Masters degree is increasingly considered an
  entry-level job requirement overseas
  qualifications viewed as leading to better career
  path
• Increased number of international programmes in
  Thailand - opportunity for links and
  collaborations vs students choice to study in
  country
• Increase in international school students results
  in growing undergraduate market

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Technological

• Technological
• Internet Users 13.416 (Million) Users as of
  January 2008 (NECTEC)
• The number of people using the internet has grown
  (around 14.9) from 11.4 million in the year 2007
• 70 of people in Thailand using the internet are
  between the age of 15-34 (National Statistical
  Office 2003-2004)
• 60 of 20-29 year old, upper-middle income people
  living in Bangkok and urban area are online
  (Mindshare)
• Thai people judge that the Internet is most
  effective in delivering information and
  supporting decision making (Synovate)
• Increasing policy emphasis on ICT in education
  e.g. Satellite technology delivery of distance
  learning in higher education

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Economic

• Economic
• The significantly weaker outlook for the world
  economy, the forecasts for Thailand's growth. In
  2009 real GDP will contract by 1, the economy's
  first contraction since the 1997-98 Asian
  financial crisis. Positive growth will resume in
  2010 (The Economist Intelligence Unit)
• Decelerated private consumption estimated to grow
  at 1 in 2009, the lowest since the 1997 crisis
  but expected to pick up slightly in 2010 to 1.3\
• The baht dropped to a 23-month low against the US
  currency on December 1st of Bt35.8US1. Although
  the baht has since appreciated, it will revert
  back to a downward trend against the dollar,
  falling in value to an annual average of
  Bt36.6US1 in 2009 and Bt37.2US1 in 2010.
• Unemployment rate is forecasted at 2.4 in 2009
  and 2.2 in 2010
• (Source EIU, Economist Intelligence Unit)

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Political

• Political
• The leader of the Democrat Party (DP), Abhisit
  Vejjajiva, has become the countrys third prime
  minister in less than a year, with his party
  forming a coalition government in late December.
• Remain unstable political situation even the
  Democratic Party won the election and the
  government is in place
• Economic recovery is the key government priority.
  The government have launched 13 key economic
  recovery strategies to implement the plan but
  this still unclear for people in terms of the
  effectiveness.

(Source EIU, Economist Intelligence Unit)
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2. Thailand SWOT Analysis

• Strengths
• High reputation - quality
• Safe place to study live
• One year Masters program course varieties
• Gateway to Europe
• Great culture, history scenery
• Expanded TH-UK Alumni network
• Job placement programme after graduation
• Flexible provision - TNE

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• Weaknesses
• UK is expensive (high cost of education and
  living) and offers few scholarships
• Student perceptions of work restrictions during
  after study
• A long way from Thailand
• Incompatible education system i.e. M6 vs A-Levels
• Research based PhD programmes do not appeal to
  the market
• Perception that UK institutions not as active in
  seeking links/ provide less financial and other
  support/ less flexible regarding entry criteria

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• Opportunities
• Increasing provision and demand for international
  programmes in Thailand for secondary school and
  university students, leading to growing
  opportunity for trans-national education
• Education is a priority investment for government
  (future leaders) as well as individuals (career
  focus)
• Thai institutions are due to become autonomous
  high potential for links and collaborations
• Government support in Development of academic
  staff and personnel, thus more funding for PhD or
  research collaborations
• New visa policy allowing students to work in the
  UK for 1-2 years after graduation

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• Threats
• Increasingly good local provision of secondary,
  degree and postgraduate programmes including
  joint delivery with overseas partners which are
  well marketed i.e. Thailand PhD student numbers
  in 2006 were 108 of those from 2005
• Competitors especially EU countries offering
  courses with no tuition fees
• Increase in competitors, including non-English
  speaking countries like China or Japan
• Mandarin is rising MOE has introduced a 5 year
  plan Chinese as a foreign/ third language to
  nearly 500 schools across Thailand English is
  still a second language
• Global economic slow down
• New visa system to be introduced in April 2009

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ThailandEducation ExhibitionBriefing
6 February 2009 Governments Education Policy
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3. Governments Education Policy

• Reform the entire education system by reforming
  its
• structure and management
• Encourage the private sector to participate in
  the
• development of the educational system as a whole
• Develop teachers, professors and education
  sector
• personnel to ensure that there are good, capable,
  and more highly-educated teachers
• Ensure that everyone is provided with access to
  15
• years cost-free education
• Raise vocational and tertiary education standards
• Improve the management of the student loan fund
  to
• provide for debt negotiation and arbitration

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Governments Education Policy

• Encourage children, youth and the people
  generally to
• make constructive and intelligent use of
  information technology so as to enhance learning
• Accelerate investment in education and integrated
• learning at all levels and in each community
  

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Key implementation in Higher Education

• Raising HE standards by grouping universities
  into 4 clusters Research and Post Graduate
  Universities Cluster, Specialised Universities
  Cluster, Degree Universities Cluster, and
  Community Colleges.
• Setting up body that will take care of funding
  allocation of HE(equivalent to HEFCE)
• Announced to Thai universities a guideline for
  academic collaboration with oversea universities

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Key implementation in vocational education

• Setting up Professional Qualification Institute
  to support skills development for 31 professional
  business clusters.
• Increasing percentage of students choosing to
  study vocational education and HE from 3763 to
  5050.
• Change the management system by merging fifteen
  colleges into one Vocational Institution and
  allowing that institution to offer degrees that
  specialise in technical skills.

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Market Trends The Competition

• Market Trends
• English Language fluctuated in recent year,
  representing over 50 of the market share
• Masters grows at a steady rate, quite mature
• PhD declining over the past two years
• UG grown significantly over the past years
• Independent schools small market - remains
  steady
• Foundation little demand
• Professional growing market high demand in
  Business administration, IT, Cooking/ Bakery, Art
  and design
• Vocational very marginal

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Thai students in the UK (HE) by level of study
Source HESA Student Record
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Thai students in the UK (HE) by level of study
Source HESA Student Record
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Thai students in the UK (HE) by level of study
Source HESA Student Record
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Thailand Share of UK HE market
Thailand Share of UK HE market
Source HESA Student Record
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2006/07 Thai students in the UK (HE) by level of
study and gender
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2006/07 Thai students in the UK (HE) by age and
gender
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2006/07 Thai students in the UK (HE) by subject
area
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Thai students in the UK Further Education
Sources LSC (2008) Scottish Further Education
Funding Council (SFEFC) (2007) DELNI (2008)
LLWR (Lifelong Learning Wales Record) March 2008.
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Thai students attending independent schools in UK
Number of new students from Thailand attending
independent schools in UK
Sources LSC (2008) Scottish Further Education
Funding Council (SFEFC) (2008) DELNI (2008)
LLWR (Lifelong Learning Wales Record) March 2008
(Note that data for Wales are only 'provisional').
These are numbers for pupils who have entered the
schools between January of the current year and
January of the previous year. Figures exclude
expatriate UK nationals and relate to number of
students entering schools between January and
January, not current school population. the
2004-05 census, 1,270 were covered in 2005-06,
1,276 were covered in 2006-07 and 1,271 were
covered in 2007-08 see other worksheet for
adjusted figures
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Main Competitor Thai students in Australia
Source AEI International Student Data
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Main Competitor Thai HE Student Enrolment in
Australia and UK
Source AEI International Student Data, HESA
Student Record
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Competition Student from Thailand in Major
competitors 07-08
Source IIE Network 07/08, AEI International
Student Data 07/08, UNESCO, UK, NZ and Canada
student visas 07/08
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Education UK strategy

• Education UK Strategy 2009-2010
• Conduct the Insight Customer research in order
  to know the market trend and share the
  information with partners.
• Marketing and communications programme to
  establish the Education UK product range and
  Brand Values with Thai teenagers and their
  parents i.e. Media Familiarisation Trip,
  promotional activities across nation (outreach),
  specific campaigns focus (ELT FE, Summer
  School, UG)
• On-line marketing strategy blog, advertisement
  on website, e-newsletter
• Investment for the Future campaign will be
  continued (scholarship, successful alumni
  profile, one-year course, work placement)
• Expansion of the relationship with Thai Education
  Agents from service provision and support
  business relationship development
• Activities to build long term relationships with
  International Schools
• Expansion of the Thai-UK Alumni and Professional
  Networks programmes of professional development
  and networking activities as well as leveraging
  Alumni in the marketing of UK Education
• Promotional events and counselling sessions
  promoting Masters studies and key subject areas
  within the masters products to coincide with the
  British Council showcasing events and activities
• Market research and match-making activities
  supporting the establishment of links and
  collaborations between Thai and UK institutions
  i.e. Thai institutions demand on links and
  collaborations research, on-line search tool and
  workshop (for CP only), Business-to-business
  meeting, visit programme (upon request)
• Working more strategically with scholarship
  providers
• Working more closely with business partners such
  as BCCT and the Thai Federation ??? to re
  implement the Placement scheme and work placement
  

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TransnationalEducation

• 6 February 2009

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Transnational Education in Thailand

• 361 international education institutes
  nationwide under MOE 110 international schools,
  53 universities, 187 English-based schools and 11
  vocational schools all point to growth of
  international education market in Thailand
• 7 pairs of TH-UK partners currently offer 16 TNE
  programmes in Thailand
• Opportunities in Engineering, Business
  Management and Language Studies but some concerns
  over set-up cost and language issue
• Demand for links and collaborations UK (10)
  remains the 3rd dominant player after USA (12)
  and Australia (11)
• Overseas institutions must collaborate with HE
  partner in Thailand in order to gain
  qualification accreditation by Commission on
  Higher Education

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TNE Pilot Scheme

• Market Intelligence research on market
  opportunities, profiles of local institutions,
  database of existing provision
• Student facing offer TNE presence at
  Exhibitions, building local awareness of UK TNE,
  printed/online marketing materials
• Brokering matching/finding partners, local
  information for UK institutions, "Collaborate- a
  regional newsletter on opportunities, developing
  regulatory guides and FAQs.
• Supporting local institutions local partner
  subscription package, building key partnerships
  with local partners, partner access  to
  promotional opportunities, workshop for new
  market entrants

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Education UK team
Thailand Education UK Team Peredur Evans
Director of Education Uraiwan Samolee
Education Promotion Manager Dollaporn Intr-Roong
Education TNE Manager Isara Sukgrarongka
Education Market Research Officer Ornwimon
Noreewong Education Officer Prompen Wattanabud
- Education Promotion Officer educationuk_at_british
council.or.th firstname.lastname_at_britishcouncil.or
.th
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Education UK exhibition 2009 Programme
logistics
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Theme

• Investment for the future
• Strapline A brighter future

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The new venue Centara Grand at Central World
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(No Transcript)
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Education UK exhibition 2009 programme
Friday 6th February 2009 The Novotel Hotel Siam
Square 1300 1345 Market briefing for all
exhibitors 1400 1530 Links and collaboration
workshop or Workshop on working with agents
1545 1700 Thailand partnership members meeting
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Education UK exhibition 2009 programme

• 7th February 2009
• Centara Grand at Central World
• 1030 1100 Interpreter briefing (At the booth)
• 1100 1800 Education UK exhibition 2009
• 1000 1800 UG seminar, IELTS pre-test, British
  Council English test, and Learn UK seminar
• 1900 2100 UK Alumni Grand Reunion 2009, the
  Residence, Grand Hyatt Erawan Hotel
  

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Education UK exhibition 2009 programme

• 8th February 2009
• Bangkok Convention Centre, Centara Grand at
  Central World
• 1100 1800 Education UK exhibition 2009
• 1000 1800 IELTS pre-test, British Council
  English test, Learn UK seminar, and PhD
  seminar
• 1815 1845 Exhibitors debriefing (Lotus 7)

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Floorplan
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Services, facilities, and others

• 1 lunch coupon/ booth/ day Lotus 5-6 from Anna
• Coffee break at exhibitors room from Anna
• Photocopy Secretariat room, free of charge
• Stationary Secretariat room, free of charge
• Mystery shopping

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Meet the Thai Prime Minister at the exhibition
Education for Future Global Citizens and
Leaders 8 February 2009, 1330 1400 hrs.
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Advertisement

• Primary target group university students and
  young professional 20-24
• Secondary target group parents 40
• Integrated promotion with other products of
  British Council
• e-marketing

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Advertisement

• TV Channel 9, channel 3
• Newspaper and magazine

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Advertisement

• Radio
• Website

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Education UK exhibition 2009 website
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On-line registration
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Press conference
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Promotions- direct invitation

• Potential PhD students Thai universities, the
  Golden Jubilee
• Almost 100 audience Chula, Kasetsart,
  Thammasat, SWU, Bangkok
• Ecotourism, Fine Art, Law, Biochemistry,
  Engineering, Languages
• Potential UG students direct invitation to
  International schools
• Almost 150 students The Regents, Harrow,
  Pattana, Modern
• Posters, postcards, e-mail to over 30,000
  database
• SMS

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• Thank you.