1 / 59

UAE Market Update

UAE Market Update. UAE Country Partnership Meeting, 5 June 2009 Tim Carnley, Education UK Promotion Manager, UAE. Country Partnership Meeting Agenda. UAE Market Update 1330 – 1400 Interactive presentation 1400 – 1515 TNE Market Research Findings Coffee break 1515 – 1530

adanne
Télécharger la présentation

UAE Market Update

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. UAE Market Update UAE Country Partnership Meeting, 5 June 2009 Tim Carnley, Education UK Promotion Manager, UAE

  2. Country Partnership Meeting Agenda • UAE Market Update1330 – 1400 • Interactive presentation1400 – 1515 • TNE Market Research Findings • Coffee break 1515 – 1530 • Interactive presentation1530 – 1615 • Current status of research in the UAE • Open discussion 1615 – 1700 • Current status of research in the UAE

  3. Market Briefing Agenda • STEP analysis • The market for UK education • Market trends and recent events in the Emirates • The competition • Marketing your institution • British Council UAE Education UK Objectives, Strategy and Activities

  4. STEP Analysis - Social • Population currently estimated at 4.7 million (UAE census) • Expected/predicted to double in 10-15 years but expat population affected by recession - reported drop of 20% • Youthful population – over 60% below 24 years old anda quarter below 15 years old • Potential student intake for foundation / first degree courses 2008-2012 likely to be about 25,000 each year (based on current numbers of twelfth grade students as potential candidates for 2008, eleventh grade students as potential candidates for 2009 and so on) but at least one UAE federal institution aims to increase UG intake in next 5 years • A quarter of the population is made up of UAE nationals

  5. STEP Analysis - Social • Emiratisation – remains one of the country’s most important priorities • Recent establishment of the Emiratisation Council – aims to get more Emiratis into the workplace and develop their abilities to make them more competitive in the job market • Zayed University to offer degrees in Emirati studies and increase undergraduate intake from 4800 toover 9000 by 2014 • By far the biggest employer of Emiratis is the government sector, the preferred option for most school leavers - Armed Forces for instance provide good salary and opportunity for high standard of living • However the public sector is no longer capable of absorbing significant numbers of new employees and pressure is growing on the private sector to provide them with jobs • Termination of Emiratis ‘banned’ when recession hit • Training implications – need to skill up local nationals

  6. STEP Analysis -Technological • Technologically advanced, ‘land of the superlatives’ - still remains true although many building projects ground to a halt in late 2008 • E-government initiative – 50% of government services to be offered online this year and 90% by 2010 (Gulf News, January 08) but not always effectively implemented • GITEX exhibition a focal point for consumer electronics in the region • Recent transfer of technology by US to make UAE first Arab nuclear state • A 2007-08 human development report issued by the UN Development Program (UNDP) states that the UAE tops all Arab countries regarding Internet access, with 308 users for every 1000 people (30.8%) • Report commissioned by Visit Britain - Arab youth is very comfortable using online technology and the internet is an ideal channel through which to target this segment of the market

  7. STEP Analysis -Economic • Almost all reports in the media suggest impact of the crisis is limited and the country is recovering, but was felt strongly amongst expat workforce • Continued efforts to move towards a more diverse economy perhaps helped by a correction in real estate prices freeing up funds for other sectors • Expectations that economic growth will remain buoyant - tourism - Abu Dhabi recently became a ’brand’ • UAE Dirham pegged to the $ (Dhs 3.67 = $1) and despite moves towards GCC single currency UAE stated recently the dirham would continue to be pegged to the dollar

  8. STEP Analysis -Political • A major push this year towards raising standards: KHDA and DED in Dubai, ADEC, CAA hosts INQAAHE conference in April/May 2009 • Complex dynamics of public–private, expatriate–local are enhanced in UAE by the governmental and geographical structure of the country, where federal and state level organisations and bodies operate side by side • e.g. federal bodies such as the Ministry of Higher Education and Scientific Research operate on a country wide basis while the Dubai Knowledge and Human Development Authority and the Abu Dhabi Education Council serve their own Emirates – creates rivalry • Individuals at the highest level commonly shift between the two spheres • Phenomenon of royal patronage of individual colleges and universities e.g. University of Sharjah • Existence of free zones such as Knowledge Village and Academic City, where dozens of international providers offer courses which are often unaccredited by any national body • Makes it very difficult for the outsider to develop a clear understanding of the situation

  9. Market for UK Education • The market for HE in the UAE can broadly be segmented into: • i) nationals - who have access to local scholarships • ii) non nationals from other Arab nations and from the Indian subcontinent whose parents are relatively affluent (particularly Indians & Pakistanis) and the parents themselves - distance learning • iii) European expatriate families working in the UAE (particularly UK citizens) • The many expatriate students follow various foreign education systems e.g. IGCSE, GCSE, A-Level, Indian CBSE and ISC, Pakistani High School, French, American and local private high school diplomas (‘tawjihyya’). • There are 18 different education systems in the UAE • In 2006-07, 55% studied in the UK at UG level, 45% at PG level • In 2007-08, 53% studied in the UK at UG level, 46% at PG level

  10. Market Trends • UG – continued growth but showing signs of levelling out • PG – HESA stats suggest increase on last year • Foundation - essential for many – awareness raising • FE – slight decline - awareness raising and important to some sponsors both public and private

  11. Level of HE study of UAE domiciled students 2002-2008 Source: HESA Student Record (2009)

  12. Level of HE study of UAE domiciled students 2002-2008 Source: HESA student record (2009)

  13. Level of HE study summary 2007-08 Source: HESA Student Record (2009)

  14. Gender of students and level of study 2007-08

  15. Mode of study by level 2007-08

  16. Age of first year undergraduate students 2007-08

  17. Age of first year postgraduate students 2007-08

  18. Nationality of UAE domiciled students in UK HE 2007-08 Source: HESA Student Record (2008)

  19. Nationality of UAE domiciled students in UK HE 2007-08 (%) Source: HESA Student Record (2008)

  20. Nationality and level of study 2007-08 Source: HESA Student Record (2008)

  21. Popular Subject Areas – first degree 2007-08

  22. Popular Subject Areas – postgraduate taught 2007-08

  23. Popular Subject Areas – postgraduate research 2007-08

  24. Qualification Aim 2007-08

  25. Qualification Aim 2007-08

  26. Students from UAE in further education 1996–2007 Sources: Department for Employment and Learning (2008), Further Education Statistical Record, Northern Ireland; Learning and Skills Council for England (2008), Individualised Student Record (2008) for Wales; Scottish Further Education Funding Council (2008)

  27. Source of tuition fees 2007-08

  28. UCAS applications from UAE-domiciled students 2008 cycle

  29. UCAS applications from UAE-domiciled students 2008 cycle busiest month

  30. UAE visa applications 2006-08

  31. The UKBA view on the student market • The UK continues to be a top destination – student applications up 7% on 2007-08 • April 09 - Month 1 of the PBS • 184 student applications received, up from 161 in April 2008 • 161 were Tier4 applications • Refusal rate for Tier 4 applications was 27%, 16% for student applications as a whole • Reasons for refusal • Incorrect support documents - applicant/joint accounts • Information contained in the Visa Letter

  32. Recent events in the Emirates • Dubai • KHDA (Knowledge and Human Development Authority) school inspections • See www.khda.gov.ae • Abu Dhabi • ADEC (Abu Dhabi Education Council) following suit with its own upcoming inspections • ADEC to offer scholarships for tertiary education from Autumn 2009 - ’specific list of institution partners’ • Masdar City - world’s first zero-carbon, zero-waste city and first major solar power plant in the UAE • Masdar Institute of Science and Technology – research intensive, co-educational institution for UAE nationals and international students • UAE University in Al Ain plans to launch PhD programmes

  33. Recent events in the Emirates • Sharjah • Science and technology park to be developed by American University of Sharjah • Conference on Arab Identity at Sharjah Women’s College • Ras Al Khaimah • University of Bolton RAK Campus moves to new,much larger building • RAKEducation Free Zone visited GETEX to encourage international institutions to establish campuses within the freezone • George Mason University closed, to be replaced by a new government college

  34. Recent events in the Emirates • UAE • Ministry of Higher Education – New list of approved higher education institutions in the British Isles issued last month • No breakdown by subject area and no ruling out of’ lower-ranked’ institutions

  35. Principal Sponsors for UAE Nationals • Abu Dhabi Investment Authority (ADIA) Training and Scholarships Department www.adia.aeAhmed Badr and Reem Mahmoud • Ministry of Higher Education and Scientific Research www.mohe.gov.ae • H.E.Dr Said Hamad Al Hasane and Reem Alboainain • The Armed Forces and Police (Ministry of the Interior) • The Scholarship Coordination Office (Ministry of Presidential Affairs) www.sco.org.ae • Gail Fernandez • EDAAD (HH Sheikh Mohammed Bin Rashid Al Maktoum’s Executive Office) www.edaad.com • Maysun Nimr • State owned companies also sponsor employees

  36. Sponsors for UAE Nationals • Abu Dhabi Water & Electricity Authority www.adwea.gov.ae • ADNOC (state oil company) www.adnocscholar.ae • ADEC (Abu Dhabi Education Council) www.adec.ac.ae • Aldar Properties www.aldar.com • Dubai Internet City www.dubaiinternetcity.com • Dubai Municipality www.dm.gov.ae • Dubai Water & Electricity Authority www.dewa.gov.ae

  37. Sponsors for UAE Nationals • Dubai Dept of Health & Medical Services http://dohms.dubai.ae • DUBAL (Dubai Aluminium Company) www.dubal.ae • Emirates Airlines Group www.emirates.com • Emirates Center for Strategic Studies & Research www.ecssr.ac.ae • National Gas Shipping Company Limited www.ngsco.com • Program for Government Excellence http://sspge.rak.ae • UAE University www.sfund.uae.ac.ae

  38. Competition • Growing influence of the Australian market – however we should note recent events with Indian students • Aggressive marketing from US (leading with scholarships), Australia and Canada - recent events in Abu Dhabi • Smaller competitors Singapore, Japan, France, Germany, Egypt, Gulf • Perceived growing anti-Muslim sentiments from the West are persuading some families to send their children to countries like Egypt, Lebanon and Malaysia, where students can study in an Islamic environment

  39. UAE-domiciled students in major competitor markets 2007-8 British Council estimates using data from the following sources: AEI, Statistics Canada, IIE, HESA, Dept. of Education NZ, UNESCO. * Latest available UNESCO data are for 2006-07, Canada data are for 2005-06.

  40. UAE Nationals in major competitor markets 2007-8 British Council estimates using data from the following sources: AEI, Statistics Canada, IIE, HESA, Dept. of Education NZ, UNESCO. * Latest available UNESCO data are for 2006-07, Canada data are for 2005-06.

  41. UAE-domiciled students in UK and US 1994-2008 Sources: IIE (2009), HESA (2009)

  42. Source: HESA (1 December population) 2008

  43. Why do students in the UAE choose a UK education? • International reputation for quality / prestige - overwhelming number of EDUKEX visitors chose quality as the main reason for studying in the UK • UK qualifications valued highly by employers • Value for money particularly applicable this year • Flexible entry routes and breadth of subjects (foundation often necessary) – but some issues with articulation • Work opportunities • Cultural diversity / tolerance • UK deemed relatively ’safe’ - although concerns were inevitably raised after incident with ELT student from Qatar • Physical proximity to UAE

  44. Perceived weaknesses of UK Education • Traditional issue of cost less of an ’excuse’ this year • Recent problems with Points Based System - perceived ’tightening’ of the application process • Slow turnaround of university applications (in contrast to US and Australia) • UK system perceived as academically difficult • US / Australian system fits better with Gulf (also finish secondary year 12) • UK HE relationships with sponsors (especially re student reports) • Quality and type of accommodation • Lack of preparation for UK academic life - Education UK is attempting to combat this • Lifestyle (pubs, food, clubs) & climate

  45. Working with agents - recent comments • Regular visits by UK institutions • Turnaround time for applications - perhaps partly due to issues with PBS • In the months of May and June fast turnaround time is needed • Single points of contact and replacements in their absence • Keep agents in the loop when applications are rejected - comprehensive feedback • Clear explanations of entry requirements and the need for foundation courses • Advice on calculating living expenses • Realistic guidance for Arab students on accommodation, public transport etc • Realistic guidance for all students on type of work available in a particular city

  46. Working with sponsors - recent comments • Reporting and up to date grades - particularly mid-term, although operating through the UAE Embassy office helps with this issue • Understanding in terms of expectations of Arab students - prayer, accommodation etc • Single point of contact - excellent in many cases • Understanding of UK systems among high level managers/directors within sponsorship bodies – fam trip? • Most happy to host visits from UK institutions and they appreciate these visits, when available!

  47. Opportunities for UK institutions • Youthful population – 60% below 24 years old • Need for foundation programmes • Partnerships – e.g. with Higher Colleges of Technology, private vocational training institutes • Progression routes/top-ups-mentioned last year but something of an issue with the equivalence department at the Ministry • In-country advertising opportunities - Next Step magazine, Khaleej Times education supplement

  48. Marketing your institution • Promotional material in Arabic & sensitive to Islamic culture • Ability of graduates to find jobs • Affordable - price sensitivity • Accessible - visas, entry routes • Welcoming – case studies and alumni • Cultural Attaches in London (H.E. Abdul Rahim Al Merri)

  49. Marketing your institution • Tailored visits, PR • Exhibitions • Alumni • Agents • Localise information on your promotional materials • Shout about your strengths & achievements

  50. Marketing the UK – courtesy of Visit Britain • Diversity and natural beauty • Multicultural museums, music and markets • A Britain beyond London • Modern luxury and Britain’s status as an island • Efficiency and expertise in getting things done

More Related