2017 - ICEF · Agent Relations, ICEF, Germany Audience: Agents The German Language Travel ... How to Guide your Students Successfully Linda Heyer, Marketing Manager, EIIE ... •

2017ICEF Seminars & Industry Presentations

Berlin Workshop • October 29, 2017

www.icef.com

#ICEF17

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Industry Presentation VisaMarketing & Recruitment

ICEF Seminars & Industry Presentations Overview

Bellevue Charlottenburg I / II Tegel Tiergarten Glienicke

14:00 -

14:30How to Maximise your ICEF

Workshop Experience - for EducatorsIan Cann, Director, Business

Development, USA, ICEF, GermanyAudience: Providers

How to Maximise your ICEF Workshop Experience - for Agents

Tiffany Egler, Director, Agent Relations, ICEF, Germany

Audience: Agents

The German Language Travel Market: Aspects – Figures – IssuesDr. Olaf Bärenfänger, Member of

the Independent Academic Advisory Board of the FDSV, Fachverband

Deutscher Sprachreiseveranstalter, Germany

Audience: Providers

Marketing to Millennials: Best Practice for Student Recruitment

OnlineRoss Holmes, Director - Online

Products, ICEF, GermanyDavid Blackie, Director,

International Education Connect Ltd, United Kingdom

Audience: All

SchoolApply: For Students, Schools, and Now for Agents

Erik van Delden, CRO and Co-Founder, SchoolApply,

SwitzerlandAudience: Agents

14:30 -

15:00

`Bildungsurlaub´ – Less Scary than you Think!

Thomas Roth, Owner, Language Peps, Germany

Audience: Providers

15:00 -

15:30

Professional Sales Presentations in Education

Timothy Birdsall, Director of Sales, Wittenborg University of Applied

Sciences, The Netherlands Audience: All

Gender Equality in our Industry - What is the Point of Lead5050?

Ella Tyler, Co-Founder, Lead5050, United Kingdom

Stephen Shortt, Managing Director, Alpha College, Ireland

Lisa James, Regional Sales Director, EMEA, Study Group, UK

Tamsin Plaxton, President, Tamwood International, Canada Michelle Westfort, Chief Growth

Officer, Pivot Worldwide, USA Jenny Nieveen, President, OHLA,

USAChair: Katie Puckrick, Broadcaster,

United KingdomAudience: All

Recruiting in India - Overcoming the Challenges

Amit Jalan, Managing Director, EEC, India

Audience: Providers

The Need for Well-Educated Professional Figures in the Sports Industry and the Benefits of Tailor-

Made Programmes in Collaboration with Top Brands

David Rossi, Director, Europ.Education, United Kingdom

Laurent Colette, Independent Consultant, France

Prof. Dr. Federico Corni, Coordinator, Education Lab of the Ducati Foundation, University of

Modena and Reggio Emilia, Italy

Audience: Agents

New Higher Education Opportunities in Germany

Diego Tellkamp, IUBH Campus Recruitment Director, IUBH School of

Business & Management, Germany

Audience: Agents15:30

- 16:00

Market Snapshots: Brazil, Argentina and Mexico

Maura Leão, President, BELTA, Brazil

Gabriela Ardito, President, ARSAA, Argentina

Gustavo Viale, Board Member & Head of PR, ARSAA, Argentina

Joshua Tripp, President, AMTE, Mexico

Karin Florez, Business Development Manager Latin America, ICEF, Germany

Audience: Providers

16:00 -

16:30

Latest Market Data for your 2018 Planning

Samuel Vetrak, Founder & CEO, StudentMarketing Ltd., Austria

Audience: All

Tier 4, UKVI, Brexit - What is Going on and What Does it Mean?

Mark Taylor, Executive Director, The Taylor Partnership Ltd,

United KingdomAudience: Agents

Teaching the Unreached – the EC/UWS Partnership

Dan Woodard, Partnerships Director, EC English Holdings, United Kingdom

Jack Clark, Partnerships Director, United World Schools (UWS),


Future Made in GermanyElisabet Capdevila, International

Sales Manager, Carl Duisberg Centren, GermanyAudience: Agents

16:30 -

17:00

The Future of Student Recruitment in Africa - Updates on Nigeria and the

SADC RegionStephanie Zimmermann,

Senior Agent Relations Manager, ICEF, Germany

Chika Stella Eboh, Managing Consultant,

Mediatrix Educational Services Ltd, Nigeria

Christine Whittaker, Managing Director,

International Education Link, South Africa

Audience: Providers

17:00 -

17:30

The Education Agent MindsetChris Evason, Managing Director,

PIER online, AustraliaAudience: Providers

Developing An Effective Digital Marketing Strategy

Laurie Robinson, Marketing Director, ICEF, Germany

Audience: Providers

Can Malta Offer a Guaranteed Pathway to Highly Ranked

Universities?Linda Azzopardi, Director of Studies,

Clubclass | European College of Malta, Malta

Genevieve Abela, Chairperson, Tourism Sector Committee at the Malta Chamber of Commerce and

Enterprise Business, MaltaAndrew Straughan, Business

Development Executive, NCUK, United Kingdom

Audience: Agents

English Online – Adapting to the Online Classroom & Maximising

Student PotentialJack Prince, Business Development

and Academic Manager, British Study Centres, United

KingdomAudience: All17:30

- 18:00

How to Attract Swedish Students and Get Funding from CSN

Johan Asplund, CEO / Founder, Dreamstudies, Sweden

Audience: Providers

18:00 -

18:30How Technology is Shaping

International Education Mike Henniger,

VP Sales & Marketing, ICEF, Germany

Audience: Providers

Coming Back: Signs of Recovery for UK ELT?

Sarah Cooper, CEO, English UK, United Kingdom

Samuel Vetrak, Founder & CEO, StudentMarketing Ltd., Austria

Jane Dancaster, Principal & Managing Director, Wimbledon School of English,

UKJanette Donjon, Director of International Development, Sunderland College, UK

Steve Phillips, Managing Director, British Study Centres, UK

Justin Quinn, Managing Director, Centre for English Studies / EAQUALS,

IrelandAudience: Providers

The ICEF Agent Barometer 2017Jessica Howlett,

Business Development Director, i-graduate, United Kingdom

Audience: All

The Northern Powerhouse - the EFL Market in the North of England

Jamie Gantley, Global Business Development Director, New College

Group, United KingdomAudience: All Global Insurance Meets Integrative

TechnologyRobin Ingle, President,

INGLE, CanadaAudience: All

18:30 -

19:00

Introducing the Irish Education Agent Course (IEAC)

Tiffany Egler, Director, Agent Relations, ICEF, Germany

Audience: All

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Market Intelligence Agent TrainingProfessional Development

ICEF Seminars & Industry Presentations Overview

Köpenick I / II Köpenick III Charlottenburg III Schöneberg

Branding a Sustainable WorldGerold Muhr, Founder, CEO, Brand Academy

– University of Applied Sciences, Germany

Audience: All Don’t Get Left Behind: See How Edvisor’s Real-Time

Technology is Changing International RecruitingNicolas Miller, CEO, edvisor.io, CanadaAudience: Agents

Young Learners - Students and Parents Want Something Different

David Ganly, Managing Director, Future Learning Language School, Ireland

Peter Lahiff, Academic Director, Future Learning Language School, Ireland

Marina Aguareles, Director of Studies, New Link, Spain

Audience: All

10:00 - 14:30ALTO

Annual General Meeting and Professional Development Seminar

(for members only)

14:00 -

14:30

Video Marketing in International Student Recruitment

Florian Schäfer, Director - ICEF Media, ICEF, Germany

Audience: Providers

Measuring English Skills With the TOEIC® and TOEFL® Tests Throughout Academic and

Professional JourneysDaniela Muresan, Product Specialist EMEA,

ETS Global, The NetherlandsAudience: All

Studying at a German Public UniversityAnnette Friedl, Owner and Director,

ISL Language School, Germany Audience: Agents

14:30 -

15:00

ICEF Agent Training and the ICEF Agency Recognition Programme

Mirna Hodzic, Event & Agent Relations Manager, ICEF, Germany

Audience: AllAustria: A New and “Affordable” Destination for International Students with High Expectations

Özel Coskuner, Director, AED Housing, Turkey

Audience: Agents

Revealed: What Students Think and Want?Patrik Pavlacic, Market Research Manager,

StudentMarketing Ltd., AustriaAudience: All

Study UK: A Guide for Education Agents and Counsellors

Helen Obaje, Professional Development Manager Agents,

British Council, United Kingdom Audience: All

15:00 -

15:30

New Zealand: Small Country, Big OpportunitiesOlga Elli, Education Marketing Manager

Europe, EduNZ, New Zealand Julian Ashby, International Market Manager

Americas & Europe, EduNZ, New ZealandAudience: Agents

ALTO Presents: How to Use the Big Five for Smart Personalisation

Nathalie Nahai, Web Psychologist, United Kingdom

Audience: All

15:30 -

16:00

Live and Learn in CanadaBonnie McKie, Executive Director,

Canadian Association of Public Schools – International (CAPS-I), Canada

Rachel Lindsey, Director of International Affairs and Operations,

Languages Canada / Langues Canada, Canada

Audience: Agents“Work Smarter NOT Harder“

Live Agency Management System (AMS) DemoIzzet Aslantatar, Director,

Agency Management System - AMS, TurkeyAudience: Agents

The Motivating Power of International Baccalaureate Programmes

Whitney Sterling, Head of Boarding School, Berlin Brandenburg International School,

GermanyAudience: Agents

16:00 -

16:30

German University Pathways - How to Guide your Students Successfully

Linda Heyer, Marketing Manager, EIIE EURASIA Institute for International Education,

GermanyAudience: Agents

The Vision for Future Success Powered by STEAM

Spencer Fordham, Co-Founder and Managing Director,

Capital School of English, United Kingdom

Angharad Holloway, Head of School, Talbot Heath School, United Kingdom

Audience: Agents

16:30 -

17:00

Global Education in the 21st Century: The BAU Global Network Approach

Sean Michael Cox, Director - International Academic Affairs & Advisor to the Board of Trustees, BAU Global Network, Bahcesehir

University, TurkeyAudience: Agents

ELS: New For 2018Vincent Powell, Vice President of Sales,

ELS, USAAlexandra Zilovic, Executive Vice

President, Global Operations & Business Affairs, ELS, USA

Audience: Agents

The Global Impact of an American Liberal Arts University

Peter Maher, Associate Vice President of Academic Affairs, Webster University, USA Ashley Grierson, Regional Director South

Asia, GUS, United Kingdom,Samrat Ray Chaudhuri, Director of Global

Enrollment, Webster University USAAudience: All

Paid Search and Social Media Advertising Campaigns for Student Recruitment

Philippe Taza, CEO, Higher Education Marketing,

CanadaAudience: All

17:00 -

17:30

17:30 -

18:00

INTO University Partnerships: From Pathway to Direct Entry

Tuukka Hinttula, Vice President of Global Recruitment,

Direct Entry, INTO University Partnerships, United Kingdom

Audience: Agents

The Future of UK Universities in the Face of Brexit

James Gardner, Pro Vice-Chancellor for Strategic and International Partnerships, De Montford University, United Kingdom

Audience: Agents

Engaging Gen-Z: Marketing to Younger English Language Learners in the UK

Ross Metherell, Sports Partnerships and Development Director,

The Language Gallery, United Kingdom

Lea Aylett, Academic Director, The Language Gallery,


Developing Confident Global CitizensWard Lincoln, Director - Head of Sales

Educational Tour Operators, OISE, United Kingdom

Audience: Agents

18:00 -

18:30

18:30 -

19:00

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14:00 - 15:00How to Maximise your ICEF Workshop Experience - for ProvidersIan Cann

Topic: Welcome & Introduction

Audience: Providers

►Session description

This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF Berlin Workshop in particular. The session will cover the following topics:

• Preparation prior to the workshop• Workshop parameters and how to maximise your time

during the event• Post-workshop follow-up and agent contracts• How to maximise your working relationship with agents

►Speaker

Ian CannDirector, Business Development, USA, ICEF, Germany

Ian Cann serves as Director for ICEF USA’s Business Development team, working with new and existing customers in effectively using agents to maximize international student recruitment. Ian has been involved in international student recruitment for a decade, and regularly presents at international conferences on the subject of working with international recruitment agents, international marketing, and regional market intelligence. Previously, Ian was involved in international education as a sales and operations representative for Salão do Estudante/Expo Estudiante, based in Salvador, Brazil, where he gained experience in the Latin American market. Prior to that, Ian was based in London, working for IPC Media (Time Inc.) on some of the most popular magazines and websites in Britain. Ian gained a Bachelor of Arts with Honours in Philosophy from the University of Leeds in the UK in 2005. He speaks English, Spanish, and Portuguese and is currently based in Barcelona.

15:00 - 16:00

Professional Sales Presentations in EducationTimothy Birdsall

Topic: Professional Development

Audience: All


This is a very practical session - so please be prepared to practice and learn!

• Personal Impact. The basic skill of standing up in front of an audience. What to do with your feet, hands, eyes, body, voice, where to stand, tips and tricks.

• Audience Interaction. How to demand it and create opportunities for it, how to avoid it if necessary.

• Producing Visuals. Basic recommendations for creating PC presentations; developing slides that work

• Media Handling. Flipchart, Data projector, all the things that can go wrong and how to avoid them, and how to use the room to the best advantage.

• Flipchart Visuals. Using the flipchart or whiteboard to build up an idea and story

►Speaker

Timothy BirdsallDirector of Sales,Wittenborg University of Applied Sciences, The Netherlands

Tim Birdsall heads up the sales department at the Wittenborg University of Applied Sciences. In another life, Tim is a trainer for companies like IBM, Bayer, and BASF.

Room: Bellevue

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The Education Agent MindsetChris Evason

Topic: Market Intelligence

Audience: Providers


Education agencies play a vital part in the recruitment of international students. Who are these education agents and how do they see their role? Their offices are located across the globe serving different markets, with different organisational business practices, including different expectations for their student consumers and the financial remuneration expected from their education partners. Agent counsellors demonstrate significant variations in their expertise regarding the international education environment and the needs of their students. Using new data supplied by PIER’s agent learning community of 50,000 counsellors, this session will outline the typical business environments of agents, their competitive pressures and the extent of the agent community worldwide. This session is an in-depth examination and update of a data set first explored at the inaugural SYMPLED conference in Sydney, Australia in September 2017.

►Speaker

Chris EvasonManaging Director, PIER online, Australia

Chris Evason worked in international education in the UK and Spain in the 1980s before migrating to Australia and establishing International Education Services (IES) in 1997. IES is a not-for-profit education provider offering university pathway programmes in partnership with The University of Queensland. IES also operates a suite of online training platforms and programmes including the Education Agent Training Course (EATC), the Massive Open Online English Course (MOOEC) and The Cultural Competence Program (CCP).

Chris has been a keen advocate for increased professional development in the international education industry, particularly in respect of the training of education agencies and their counsellors. In 2005, IES (pieronline.org) began offering the online EATC programme which has become an important quality assurance measure in engagement with education agents. More than 5,000 individuals have undertaken certified training with approximately 100 people qualifying each month. Chris has delivered numerous agent training workshops focussed on agent related matters, and has conducted surveys and reported on the views of its global education agent network.

16:00 - 17:00 17:00 - 18:00

Room: Bellevue

Latest Market Data for your 2018 PlanningSamuel Vetrak


Audience: All


This session will feature the most important, newest and complete data on market numbers, destinations, source markets, student demand, customer preferences and trends for 2018. The information provided will enable you to better succeed in the coming season. Knowledge is power and this session shall provide attending schools and agents a competitive advantage in the year to come as the data will not be shared later.

►Speaker

Samuel VetrakFounder & CEO, StudentMarketing Ltd., Austria

Samuel Vetrak is the founder and CEO of StudentMarketing, a market research and business development company specialising in the global youth, student and educational travel market.

The company, a United Nations World Tourism Organization (UNWTO) Affiliate Member, also a member of the prestigious international research association ESOMAR (Samuel Vetrak), provides comprehensive insights on the global student mobility patterns and market trends, and helps organisations to succeed in the international youth travel market (strategies, policies, solutions).

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18:00 - 19:00

Room: Bellevue

How Technology is Shaping International EducationMike Henniger

Topic: Marketing & Recruitment

Audience: Providers


It was not that long ago that communication in International Education departments was accomplished by fax, Rolodexes, and licking of stamps. How things have changed! To be competitive today it seems we need to walk a tightrope between embracing new technologies and maintaining traditional ways of communicating, marketing, and delivering education. This session will examine the digital catalysts in international education as well as look at current research on what most interests and engages students.

►Speaker

Mike HennigerVice President, Sales & Marketing, ICEF, Germany

Mike Henniger is the VP Marketing and Sales for ICEF and has previously held senior positions in the language, vocational and post secondary sectors.

Mike has been actively involved in the marketing and recruitment sphere in international education for more than 15 years and is a regular presenter and panellist at international education conferences.

Mike specializes in cross media marketing, brand advocacy, social media strategies and effectively using agents to maximise international student recruitment.

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14:00 - 15:00

How to Maximise your ICEF Workshop Experience - for AgentsTiffany Egler

Topic: Welcome & Introduction

Audience: Agents


This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF Berlin Workshop in particular. The session will cover the following topics:

• Preparation prior to the workshop• Workshop parameters and how to maximise your time

during the event• Post-workshop follow-up and contracts• How to maximise your working relationship with

providers

►Speaker

Tiffany EglerDirector - Agent Relations,ICEF,Germany

Tiffany Egler is a leading professional in the field of agent relations and workshop procedures. As Director of the Agents Department at ICEF, her knowledge and dedication has been crucial to the development of ICEF workshops and agent recruitment.

During her tenure of over 15 years at ICEF, Tiffany has overseen the successful organisation of most of ICEF’s agent workshops and today, manages an international team which continues to develop and to increase efforts to ensure the recruitment of professional study abroad agents worldwide.

Room: Charlottenburg I / II

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15:00 - 16:00


Stephen ShorttManaging Director, Alpha College,Ireland

Stephen is the Managing Director of Owl Recruitment / ETC Consult; Alpha College and Distributed Training.

Stephen is a self confessed tech and audio/visual marketing geek who spends far too much of his time learning about - and trying out - new digital marketing strategies and techniques. He is involved in different industries including psychometric selection and leadership development as well as international education and training; inward tourism in Ireland and more recently online learning.

Stephen has delivered seminars and workshops; moderated panel discussions and acted as the MC for a range of international events on the topics of entrepreneurship; international communication; leadership; social media marketing; audio visual marketing and more. He is honoured to act on a number of advisory boards and as a mentor to emerging entrepreneurs in Ireland and internationally. Stephen is also interested in archery and currently shoots a traditional style horsebow.

Stephen and his Spanish wife have two bilingual daughters and try to spend as much holiday time in Spain as possible.

Lisa JamesRegional Sales Director, EMEA, Study Group Ltd., United Kingdom

Lisa started working in international education in 1994, as a teacher and

activity leader in a summer school. From here she moved into a full time EFL teacher position and within the role worked across the many functions of the school, finally moving more permanently into management of Embassy Summer’s large junior operation.

In 2007 she moved permanently across to the Sales and Marketing side of the international education industry, working in a variety of roles and regions over the last 10 years. In May this year Lisa moved into her current position of Global Sales & Marketing Director, Embassy English - 23 years after starting out as a teacher and activity leader within the same organisation.

As a French, Spanish and (very bad) Russian speaker - with a degree in Linguistics - the international education sector is a natural fit for her. She loves mentoring and coaching both her direct reports and other sales and operational teams and as a leader within the industry she has given half of her life to, she thinks it is great to get involved in an organisation such as Lead 5050 and start giving back some of her own knowledge and experience, especially to other women in the industry.

She is a mother of two, wife of one and likes to spend as much of her time outside of work simply relaxing with her family in Shoreham by Sea.

Gender Equality in our Industry - What is the Point of Lead5050?Ella Tyler, Stephen Shortt, Lisa James, Tamsin Plaxton, Michelle Westfort, Jenny Nieveen & Katie Puckrick

Topic: Professional Development

Audience: All


Gender Equality in our industry - what is the point of Lead5050? Come and get an introduction to Lead5050 - who are we, why have we started this, and how can you get involved?

Key questions to be debated will include:

• Is the International Education industry more or less sexist than other industries?

• Is a women’s group necessary in our industry?• Everyday sexism - what are your experiences of this,

and should we call it out when it happens? Or is it better to ignore it and hope it goes away?

• What is the most significant barrier to female leadership for women in our industry?

• Do I need to act like a man to become successful in this industry?

►Speakers

Ella TylerCo-Founder, Lead5050, United Kingdom

After following the safe path and securing a career in the corporate world for ten years which could have been her life forever, Ella followed her dream of owning her own business, which just happened to be an English language school. 14 years later she has turned an ailing business into a multi-million pound success.Currently on the board of English UK, Deputy Chair of EUKSW, and a co-founder of Lead5050, she is now passionate about starting a conversation about diversity in our industry, especially supporting women into position of leadership and redressing the balance at board level to the benefit of everyone.Ella believes in the power and potential of different brains working together and in today’s rapidly changing climate, our industry needs to work together with people from all walks of life - male, female, LGBT, people of colour - in order to stay ahead of our game.

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►Chair

Katie PuckrickPresenter & Broadcaster, United Kingdom

Katie Puckrik is a broadcaster, writer, and performer – and with the success of her YouTube channel and blog, Katie Puckrik Smells, a globally renowned authority on perfume. On TV she’s best known for The Word, The Sunday Show, and Pyjama Party, and is a presenter and contributor across BBC Radio 2, 3, 4, 5 and 6 Music. She began her career as a singer and dancer, and has performed with Pet Shop Boys, Michael Clark Company, DV8 Physical Theatre, and Sparks. She writes for the Guardian and the Sunday Times, among others, and reviewers have called her memoir, Shooting From the Lip, “Gonzette journalism…an ammunition-packed bad girl’s guide to life.”

15:00 - 16:00


Tamsin PlaxtonPresident and Managing Director, Tamwood International - GO International Work & Travel Providers, Canada

Tamsin Plaxton is a founding partner in Tamwood which operates 4 companies in Canada and the USA offering adult English training, summer and winter camps for juniors, vocational training and work experience programmes.

Michelle WestfortChief Growth Officer, Pivot Worldwide, USA

Michelle Westfort’s 20-year career in recruitment began as an intern in New York City’s famous Wall Street district, building the first finance-focused fresh graduate platform for job seekers. Her mission and vision to educate has enabled her to work with thousands of high schools in the USA and around the world to promote university studies. She led marketing and admissions teams regionally and globally for US-based Art Institutes and Australia-based Navitas. Michelle is a natural ‘connector’ and devotes her time to two world-class priorities: empowerment of women to educate as the Head of Campus Global Ambassador Program for Commit2Change and advocacy of international students to become globally employable as the Chief Growth Officer of Pivot Worldwide.

Michelle holds degrees in Psychology (BA), School Counseling (MA) & Organizational Leadership (EdD) from public & private universities in the United States and has completed coursework at INSEAD School of Business and Development Communications & e-philanthropy at Harvard Extension School. She resides in West Palm Beach, Florida.

Jenny NieveenPresident & Marketing Director,OHLA,USA

Jenny Nieveen is the Founder and President of OHLA Schools.

With a degree in Business with concentration in Education Administration, she has a unique 19 year background in business development, entrepreneurship, real estate acquisition, strategic planning and international marketing. In her spare time she likes spending time with her family, watching movies and exercising.

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16:00 - 17:00

Tier 4, UKVI, Brexit - What is Going on and What Does it Mean?Mark Taylor

Topic: Visa

Audience: Agents


On the face of it, UK immigration will witness a great deal of change within the next few years. This seminar will highlight the changes you can expect to see and, importantly, what measures agents and students can take now to ensure that their visa applications are trouble free. Change is not necessarily bad – but it is important to be aware of it and to have the commercial flexibility to develop with it.

►Speaker

Mark TaylorExecutive Director, The Taylor Partnership Ltd, United Kingdom

Mark Taylor is recognised as one of the UK’s leading experts in not only Tier 4 but on the whole spectrum of the Points Based System – including Tier 1 Investors / Entrepreneurs and Tier 2 Work. Mark acts for a large number of prestigious schools and colleges throughout the UK and assists agents and clients globally. He is currently working on a new project to support student applications from Vietnam. After studying at Oxford University, Mark worked in shipping insurance based first in London, then Italy and moving on to Brazil. Returning to the UK, he worked in the political field especially with both the Council of Europe and the UK Home Affairs Select Committee. He established The Taylor Partnership in 2008 and has a reputation for honest, professional advice. Whilst the UK immigration system may be a dry subject, Mark has the ability to bring the subject to life and give practical advice!


Developing An Effective Digital Marketing StrategyLaurie Robinson


Audience: Providers


Developing and implementing a digital marketing strategy for your institution can be a confusing and overwhelming endeavor. We all know simply having a website and being active on social media isn’t enough. Even if you currently have a strategy in place, are you confident it’s effective?

ICEF is here to eliminate the guesswork and ensure you leave the conference with a strategy to create a customized digital marketing plan you can begin implementing as soon as you arrive back to your school. How do you know where you are going if you don’t know where you are?

►Speaker

Laurie Robinson Marketing Director,ICEF, Germany

Laurie Robinson is a marketing and communications professional with 18 years of experience working in the post-secondary sector. Her specialties include everything digital from conducting digital marketing assessments, creating digital marketing strategies and leading teams of designers, writers, social media gurus, administrators and developers in the implementation of these strategies. Laurie has taught best practices in web user experience, accessibility and intercultural and international communication.

17:00 - 18:00

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Coming Back: Signs of Recovery for UK ELT?Sarah Cooper, Samuel Vetrak & Panel


Audience: Providers


The UK’s English language teaching (ELT) sector experienced a third successive year of decline in 2016 (student weeks were 13% down on 2015). The uncertainty created by external factors such as the UK’s exit from the European Union, elections in Europe and ‘Trumpism’ added to the impact of the structural shifts occurring as the industry matures and the ever-increasing competition between host countries.

In this time of uncertainty and challenge, English UK is ambitiously leading the way. Our new statistics initiative, the Quarterly Intelligence Cohort (QUIC), gives English UK member centres quarterly, in-depth reports by StudentMarketing. QUIC helps members identify emerging market trends and opportunities, ensuring time-critical business decisions are based on robust data.

Statistics from 2017 quarter one and two have indicated that a recovery is underway for the UK’s ELT sector. We will be presenting an exclusive first-look of the quarter three report. Top line figures will show the performance of the crucial summer season and provide comparative data on previous years, providing definitive answers to the questions of if and how far the UK ELT sector has rebounded in 2017. Our panel of industry experts will set the numbers in context, considering the reasons behind the recovery and what the future holds for the world’s oldest language learning destination.

►Chair

Sarah CooperChief Executive Officer, English UK, United Kingdom

Sarah Cooper is Chief Executive of English UK, the national association of accredited English language centres in the UK, whose mission is to lead the UK ELT industry to success, through innovation and intelligence.

Sarah was previously in senior management in international education at a leading London FE college, having started a second career there as an ELT teacher, and prior to that pursued a successful marketing career in private industry.

18:00 - 19:00


►Speaker

Samuel VetrakFounder & CEO, StudentMarketing Ltd., Austria

Samuel Vetrak is the founder and CEO of StudentMarketing, a market research and business development company specialising in the global youth, student and educational travel market.

The company, a United Nations World Tourism Organization (UNWTO) Affiliate Member, also a member of the prestigious international research association ESOMAR (Samuel Vetrak), provides comprehensive insights on the global student mobility patterns and market trends, and helps organisations to succeed in the international youth travel market (strategies, policies, solutions).

►Panellists

Jane DancasterPrincipal & Managing Director,

Wimbledon School of English, United Kingdom

Janette DonjonDirector of International Development, Sunderland College, United Kingdom

Steve PhillipsManaging Director, British Study Centres, United Kingdom

Justin QuinnManaging Director, Centre for English Studies / EAQUALS, Ireland

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14:00 - 14:30 14:30 - 15:00

Room: Tegel

The German Language Travel Market: Aspects – Figures – IssuesDr. Olaf Bärenfänger


Audience: Providers


Language travel provides excellent opportunities to acquire the linguistic and cultural skills required by our increasingly globalized world. In this presentation, I will first highlight the most important features of products and services related to language travel. In a second step, I will discuss results from a market survey conducted in 2017. For this survey, a significant number of German language travel agents provided data on the target groups related to linguistic stays, target languages, main destinations, the average duration of stay, purposes of linguistic stays, and market developments. In the third section, I will discuss recent developments in the German language travel market.

►Speaker

Dr. Olaf BärenfängerMember of the Independent Academic Advisory Board of the FDSV,Fachverband Deutscher Sprachreiseveranstalter, Germany

Olaf Bärenfänger (Ph.D. University of Bielefeld, Germany) is director of the Language Center at the University of Leipzig. After finishing his Ph.D., he worked for the Test-DaF Institute, the German equivalent of ETS, as senior psychometrician before joining the University of Leipzig as Assistant Professor of German as a Foreign Language. He currently holds the position of Director of the Language Center.

Dr. Bärenfänger has been a consultant on numerous test projects with ACTFL, Language Testing International (LTI), the Goethe Institute, The European Language Certificates (telc), and various international textbook publishers. Dr. Bärenfänger has authored numerous research articles and technical reports. He has developed tests and teaching materials for the following languages: German, French, Italian, Spanish, Russian, Portuguese, and Swedish.

‘Bildungsurlaub’ – Less Scary than you Think!Thomas Roth


Audience: Providers


You have never heard of ‘Bildungsurlaub’, the German educational leave scheme for company employees? Do you find the scheme of ‘Bildungsurlaub’ confusing? You never know which requirements need to be met in which German state? You are struggling with the documents, you need to provide for the client? Employees in 14 of 16 German federal states have the right to ‘Bildungsurlaub’ or ‘Bildungsfreistellung’ and yes it does vary from state to state. Thomas Roth will give you a quick overview of the different requirements and gives you tips on how to deal with it the easiest way. You will get suggestions on which states are worth applying for. The seminar is aimed at language schools whether already approved for ‘Bildungsurlaub’ or interested in getting approved, and for the ones who have never heard of ‘Bildungsurlaub’ before. At the end, there will be time to ask general questions about ‘Bildungsurlaub’.

►Speaker

Thomas RothOwner, Language Peps, Germany

Thomas Roth is the owner of Language Peps, an agency specialised for airline and travel industry staff, who are mostly booking ‘Bildungsurlaub’ courses. He also owns Bildungsurlaub Approval, a service provider to help language schools getting and maintaining their ‘Bildungsurlaub’ recognition. Thomas has been in the language travel business for over 16 years working in his own agencies and in the marketing department of international global agencies. ‘Bildungsurlaub’ has always been his main target as he has close bonds to airlines, allowing their crew members to study languages at recognised language schools.

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Recruiting in India - Overcoming the ChallengesAmit Jalan


Audience: Providers


This session will provide you with a comprehensive overview on student recruitment in India covering the following topics:

• India is not one country. 8 kinds of India (more than its regions)

• Understanding recruitment geographies in India • There is no ESL market in India. Who said that? • Where are the undergrads? • Quality vs Quantity • Recruiting for liberal arts programs. • How to reduce melt and manage enrollment with

Indian applications. • Overwhelmed with applications? Don’t be. How to get

the numbers in your favour and increase revenue from applications.

• Why do Indian students transfer out and how to retain them.

• Managing expectations when you don’t know what they expect from your school.

• Recruiting for pathway programmes.

►Speaker

Amit JalanManaging Director, EEC, India

Amit Jalan is the founder and managing director of EEC and has over eighteen years of experience in international student recruitment.

From one student in 1997, EEC has a documented history of teaching test prep courses to over 50,000 students. One of the few AIRC certified agencies in South Asia, the company has large centres & student facilities available in India.

Amit has been quoted frequently in the media in India and in the UK. EEC has won several awards of excellence from the British Council, Educational Testing Service (ETS) and Idp IELTS Australia. Having himself studied at Purdue University in the USA, Amit brings first hand insights on the challenges faced by international students.

15:00 - 15:30

Room: Tegel

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Market Snapshots: Brazil, Argentina and MexicoMaura Leão, Gabriela Ardito, Gustavo Viale, Joshua Tripp & Karin Florez


Audience: Providers


Latin America is an important source market for international students. Effective recruitment in this region requires a diverse range of strategies which differ for recruiting into ESL, secondary education, undergraduate and graduate programmes.

This session will focus on three important markets within this region: Brazil, Argentina and Mexico. The presenters will highlight the latest market trends as well as offer practical advice on how to market your institution in the region.

►SpeakersMaura LeãoPresident,BELTA - Brazilian Educational & Language Travel Association, Brazil

Maura de Araújo Leão, is BELTA’s (Brazilian Education & Language Travel

Association) President for the 2015-2018 period and FELCA’s (The Federation of Education and Language Consultant Associations) President for the 2015-2019 period. She is co-founder and CEO responsible for the international education holding company Yet Education & Travel for the brands Yázigi Travel and Youniverse Intercâmbios, designed to deliver international education programmes to the Yázigi language school network, which has been in the market for 66 years and has over 430 schools throughout Brazil. And also to other chains that are part of the Pearson group in Brazil, sending thousands of students abroad to several programmes. With wide experience since her participation as a scholarship holder for the American Field Service in the 70’s, she has large international experience, deep knowledge about the Brazilian market and has lived in the USA and Germany as an exchange student and travelled to all continents.

Gabriela ArditoPresident, ARSAA, Argentina

Gabriela Ardito holds a Bachelor´s Degree in English Language and a PhD in Modern Languages from Universidad del Salvador,

Argentina. She has been involved in ESL teaching & language travel research since 1993. Founder of VCE International, Gabriela has signed collaboration agreements with over twenty international educational institutions, is an ICEF trained agent, Quality English, IALC & English UK partner agent and presides the Argentine Study Abroad Association ARSAA, launched in 2016.

Room: Tegel

Gustavo VialeBoard Member & Head of PR, ARSAA, Argentina

Gustavo Viale is a founding board member of ARSAA (Argentine Study Abroad Association) and CEO of InterWay Eucational Consultancy in Buenos Aires, Argentina. InterWay Educational Consultancy has two business divisions. It has been delivering English and other language courses in company premises for 29 years. Our priority is to provide a quality and efficient service to meet the objectives of our clients.

Interway’s SAT Department, Study Abroad Trips, offers a great variety of general, intensive and business language courses abroad. Inbound programs are offered all across LATAM representing the top five private Argentine universities as well.

Joshua Tripp, President,AMTE, Mexico

Joshua Tripp is the Executive Director of LAMAT. He studied International Relations at Instituto Tecnológico Autónomo de México (ITAM) in Mexico City and also specialised in Mexican History and Archeology at the National School of Anthropology and History (ENAH).

Joshua has worked in International Education for fifteen years, has served as consultant for Mexico‘s main airline to improve and open new cargo destinations in Asia and Latin America, and worked with an international non-profit micro-finance consultant agency. Joshua is the founder of LAMAT, a non-profit international education organisation and the owner of Tripp Group, a group of companies that develop different touristic products worldwide. He is also the Vice President of the Federation of the Experiment in International Living (Federation EIL) and the President of AMTE - Asociación Mexicana Turismo Educativo.

►Chair

Karin FlorezBusiness Development Manager Latin America,ICEF, Germany

Karin Florez is ICEF’s Latin America Business Development Manager. Her job is to help organise a successful ICEF Latin America Workshop, recruit the top Brazilian and Latin American agents to ICEF’s events around the world and to introduce Latin American and especially Brazilian educators to ICEF workshops.

Karin holds a marketing degree from ESPM (Escola Sup. de Prop. e Marketing) as well as a Post Graduate Degree in Planning and Marketing in Tourism/Events from SENAC.

15:30 - 16:30

15

The Future of Student Recruitment in Africa - Updates on Nigeria and the SADC RegionChika Stella Eboh, Christine Whittaker & Stephanie Zimmermann


Audience: Providers


Africa has become an increasingly important continent for international student recruitment and is home to a number of significant emerging markets. This session will provide you with an overview of countries within this region: Nigeria and the SADC region. The following topics will be covered: • Background information: geopolitical, size of market,

education system • Current Status of the Study Abroad Market: - Number of students studying abroad - Course and destination preferences - Average length a student spends abroad - Student expectations • Future potential & market trends

►Speakers

Chika Stella EbohManaging Consultant,Mediatrix Educational Services Ltd,Nigeria

Chika holds a Bachelor of Science Degree in Accounting and a Postgraduate Diploma in Theology majoring in Counseling.

She is a trained Education Consultant/Agent and certified by ICEF and other international bodies and has been in the business of recruiting students for overseas studies for twelve years. Chika is the Managing Consultant/CEO of Mediatrix Educational Services Ltd based in Lagos Nigeria.

She is also a pioneer member, trustee and Secretary of the Association of Agents for Overseas Studies Recruitment of Nigeria (AAFOSRON) due to be launched in the early part of 2018.

Room: Tegel

Christine Whittaker, Founder and Managing Director,International Education Link, South Africa

Christine is an astute business developer who has spearheaded major marketing projects throughout Africa’s Sub-Saharan countries since 1993. She has a strong African footprint developed over the many years she has worked in these countries.

The company is well established and a leader in its field and now markets and recruits not only in South Africa but also in seven neighbouring countries – namely, Namibia, Botswana, Lesotho, Swaziland, Mozambique, Zimbabwe and Zambia. These countries form part of the SADC region which is a region rich in recruitment potential and boasts a population of 237 million. The company’s reach and existing contact base is vast and besides this region’s size, it is very diverse and is made up of many different cultures and ethnic groups. Being based in this region, the company’s competent marketing and recruitment teams understand the cultures and speak many of the local dialects and are able to provide meaningful recruitment results.

►Chair

Stephanie ZimmermannSenior Agent Relations Manager,ICEF, Germany

Stephanie joined ICEF in 2006 through an internship program while completing her Master’s degree in Germany. In 2007 she accepted a full time role as a Project Manager in ICEF’s Agents Department and has since May 2011 held the position of Senior Agent Relationship Manager. Stephanie’s role includes connecting multinational student recruitment agents with international educators at ICEF events. In addition, she is responsible for building and managing a wide range of agent relationships and advising agents as to which ICEF Workshops will provide them with educator contacts to fit their student profiles and demand.

16:30 - 17:30

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How to Attract Swedish Students and Get Funding from CSNJohan Asplund


Audience: Providers


Do you want more Swedish students in your school? In this presentation, we look at where Swedish students go to study abroad. We discuss what they are looking for and what you can do to make your school more attractive on the Swedish market, including how to tweak your website. The Swedish state provides loans and grants to Swedish students studying abroad through the CSN-system. We have a look at how the CSN-system works, how your school can get approved and why CSN is so important for attracting Swedish students. The primary audience for this seminar is schools and other service providers interested in the Swedish market.

►Speaker

Johan AsplundCEO / Founder,Dreamstudies,Sweden

Johan Asplund has worked in this industry for 15 years as a student counselor, product developer, web marketer and managing director. He has studied abroad in five different countries and helped thousands of Swedish students to study abroad. He is an expert on the Swedish CSN-system and has helped many schools to get approved by CSN.

Johan founded DreamStudies (www.dreamstudies.se), based in Stockholm, Sweden, in 2016. It is a new kind of agency offering great flexibility to schools and students. DreamStudies helps schools and other service providers to find and recruit international students from Sweden and the rest of the world.

Room: Tegel17:30 - 18:00 18:00 - 19:00

The ICEF Agent Barometer 2017Jessica Howlett


Audience: All


Since 2007, ICEF has partnered with i-graduate to conduct an annual survey on the opinions of education agents about the international education industry. The session will report on the latest findings of the 2017 ICEF Agent Barometer. The study uncovers the latest trends in student mobility, and what support agents expect from their educator partners. We will be looking at a number of questions, including: How many students do agents around the world recruit per year? What are the trends? Is there any market re-direction? Is the attractiveness of study destinations changing? How can education institutions market themselves more efficiently?

►Speaker

Jessica HowlettBusiness Development Director,i-graduate,United Kingdom

Jess joined i-graduate in 2008 and leads on bespoke market research projects delivering insight for education stakeholders. She joined i-graduate from a background in TEFL and recruitment in China.

She has worked in multiple regions on administration of the International Student Barometer and other large-scale student surveys. She conducts research studies on prospective students, alumni, education agents and a range of stakeholders.

Recent projects include research for a university exploring options for a branch campus in Malaysia. She also conducted a study for a UK university branch campus in Poland. She has also run new programme feasibility studies in the online education space, and supported research into recruitment of international students into a branch campus in China. She implemented in 2015 the first census of pathways students in the UK with the Big 5 private foundation providers to determine the scale and importance of the sector and provide market share intelligence. She is currently supporting the uptake of a tool, which provides understanding of the social and academic integration of students from different backgrounds within higher education settings.

Jess studied Classics at Brasenose College, Oxford and has an MA in Chinese Studies from the University of London’s School of Oriental and African Studies.

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14:00 - 15:00

Room: Tiergarten

Marketing to Millennials: Best Practice for Student Recruitment OnlineRoss Holmes & David Blackie


Audience: All


There are more ways to reach students online than ever before, and it is easier than ever to get it wrong.

This seminar will discuss how to market to digital natives that have become immune, or even have adverse reactions, to commercial messages; what their expectations are, and how to get it right. Recommendations include tools you can use to implement best practices now, without a team of web developers.

►Speakers

Ross HolmesDirector - Online Products, ICEF, Germany

Ross has worked in international student recruitment since 2007. He began his career in Brazil organising student fairs and agent events across Latin America. He then returned to his native UK where he helped brands such as HSBC, British Airways and Harrods develop strategies to reach international students studying in the UK. He joined ICEF in 2013 where he has managed the development of Coursefinders.com and brought on board new services such as CoursePricer, VR and AR.

David BlackieDirector, International Education Connect Ltd, United Kingdom

David Blackie has worked as a teacher and manager in schools and universities, and on training and development projects, in Europe, the Middle East, Africa, the Americas and the Far East, as well as in international publishing, systems analysis and software development.

His company owns and runs the English in Britain and the Colleges in Britain web services, and has more recently developed CoursePricerTM, the web application which provides students with instant itemized quotes, now published in association with ICEF GmbH.

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Room: Tiergarten15:00 - 16:00

The Need for Well-Educated Professional Figures in the Sports Industry and the Benefits of Tailor-Made Programmes in Collaboration with Top BrandsDavid Rossi, Laurent Colette & Federico Corni

Topic: Industry Presentation

Audience: Agents


Sports has progressively become an industry that can be seriously compared to others. However, till the recent past, headhunters were considering it as a kind of hobby or even a circus, in which an executive with a brilliant past would lose its soul and skills.

But as sports (and especially football) has become the number one global entertainment industry, engaging millions of fans, involving the largest companies around partnership agreements and moving huge amounts of money, it also requires best practices and world class human talents. Far from the pitch or the arena’s pure reality, a manager involved in the sports business has to build strategic plans, build and motivate teams, engage with peers and represent his entity in front of third parties. More and more executives coming from neighbouring industries such as FMCG bring their experience, skills and best collaborators to leverage the sophistication of the corporate reality in sports.

The most successful human resources must not only be duly prepared and educated but must also develop a genuine passion for what happens on the field, resist the glamorous but extremely superficial attraction of the limelight and also consider that a serious, intense networking is key to open doors and to overcome the natural dam of mistrust.

Last but not least, sport generates new collateral activities, amongst others charity marketing, talent scouting, digital development, athletes image development or medical/nutritionist experts. Thus developing jobs, vocations and innovations as not many other industries are able to do.

►Speakers

David RossiOwner and Director, M&R GROUP Limited, United Kingdom

David is the founder and director of M&R Group, which is the mother company of Europ.Education. He has been into education providing for 12 years. His experiences include strategic marketing, new programmes’ development, logistics and services for education, customization of education offer, branded training projects with non-education partners, and organization of conferences. He is a pioneer of study abroad programmes and football training programmes in the MENA Region. He has unique marketing and sales experience in North America, former USSR, South-East Asia and MENA.

Laurent ColetteIndependent Consultant, Ex Marketing Director of FC Barcelona & AS Roma,France

A French citizen, Laurent has held diverse management positions for several international brands such as L’Oreal fragrances and cosmetics, AC Nielsen consumer research, Best Foods and Universal Studios. But most of his career has been focused on sports, first 3 years as Chief Marketing Officer of Nike Spain & Portugal, then international strategic advisor of entities and projects such as Aspire’s Football Dreams, ACB Spanish Bball League or CAR Training Centre development. He also served for FC Barcelona more than 8 years, first as Facilities and Venues Director and in a second step as Chief Marketing and Commercial Officer with responsibilities embracing brand equity, international development, digital business, strategic alliances and facilities revenues. His last assignment has been at AS Roma, with similar functions as at FC Barcelona.

Prof. Dr. Federico CorniCoordinator, Education Lab of the Ducati Foundation,University of Modena and Reggio Emilia, Italy

Federico Corni is professor in Physics Education and president of the international scientific committee of the Center for Metaphor and Narrative in Science at the Department of Education and Humanities of the Univeristy of Modena and Reggio Emilia, Italy. Since its inauguration, he had led the “Fisica in Moto” lab of the Ducati Foundation in Bologna. The lab, within the framework of Ducati’s corporate social responsibility, promotes educational activities about physics and technology addressed to secondary schools’ students.

19


Teaching the Unreached – the EC/UWS PartnershipDan Woodard & Jack Clark


Audience: All


A look at how EC’s Giving Back programme has evolved to include a long-term partnership with the charity UWS, in which schools are built for children in low-income areas in post-conflict countries. Beyond this, EC and UWS seek to provide development opportunities for their staff through volunteer and scholarship programmes, as well as developing awareness of the importance of education for all children.

►Speakers

Dan WoodardPartnerships Director,EC English Holdings, United Kingdom

Dan Woodard has worked at EC for 10 years, as both teacher and more recently as the CSR Manager. Dan’s role encompasses both the environmental and community aspect of Giving Back, from sustainability issues such as carbon footprint monitoring and reduction, through to local, regional and global community projects. The partnership with UWS is the pinnacle of the Giving Back work EC is doing, and there are several strands to the project which come together to deliver a holistic and comprehensive approach to charitable work that goes beyond philanthropy and seeks to build and maintain bridges between global communities, engaging staff and students alike.

Jack ClarkPartnerships Director, United World Schools (UWS),United Kingdom

Jack Clark has worked at the education charity United World Schools (UWS) since 2014. The mission of UWS is simple, they want to teach the unreached by providing education to out-of-school children in post-conflict communities. As the Partnerships Director, Jack oversees both the school and corporate relationships for this fast growing charity. To-date they have built nearly 100 UWS School and educated over 16,000 children in communities that have no other access to education. Jack supports a network of over 140 partners in 19 different countries and continues to believe in the power of education to change lives.

20

Can Malta Offer a Guaranteed Pathway to Highly Ranked Universities?Linda Azzopardi, Genevieve Abela & Andrew Straughan


Audience: Agents


Malta is not a newcomer to Tertiary Education – the University of Malta started off as a college run by the Jesuits in 1592, making it one of the oldest universities in Europe.

For the last 50 years, Malta has been considered to be a quality destination for students to learn and improve their English.

In recent years Malta started making inroads to become an important player in academic and tertiary education with the opening and representation of a number of prestigious international universities and colleges.

This session will provide a detailed overview about Malta as a quality and affordable destination, and NCUK’s International Foundation Year programme with guaranteed progression to highly ranked universities.

All visitors to the seminar will be in with a chance to win one of the following:

• 2 x International Foundation Year course scholarships, worth € 5,000 each

• 2 x € 100 vouchers from amazon.com

►Speakers

Linda AzzopardiDirector of Studies,Clubclass | European College of Malta,Malta

Linda is an experienced English teacher and teacher trainer. She has trained English teachers in Malta, Russia and the Ukraine both in mainstream education and in private language school contexts. She has been with Clubclass Malta since 1999 as the school’s first Director of Studies. In 2014 she was tasked to set up and run Malta’s only delivery centre for NCUK’s International Foundation Year Programme. Since the beginning of the programme Linda has been the main point of contact with partners, agents and students. She has an M.A in English and Cambridge DELTA.

17:00 - 18:00

Room: Tiergarten

Genevieve AbelaChairperson,Tourism Sector Committee at the Malta Chamber of Commerce and Enterprise Business, Malta

Genevieve Abela’s experience and background in International Education is the back drop for her work in Business Solutions, Marketing, and Events Management, for education focused organisations. Till recently, she was known for her role with FELTOM (Federation of English Language Organisations in Malta) which she joined in 2012 as the Federation’s first Chief Executive Officer. In August 2017, Genevieve branched out on her own with GABS (Genevieve Abela Business Solutions) and Geeky Connections, where she works with clients as a consultant, brand manager, and destination manager. She currently sits as chairperson for the Tourism Sector Committee at the Malta Chamber of Commerce and Enterprise Business.

Andrew StraughanBusiness Development Executive,NCUK,United Kingdom

Andrew Straughan started working for NCUK in 2013 as a Market Researcher and Data Analyst. In this role, support was provided to both the Marketing and Business Development functions within the organisation. Support was provided predominantly through the provision of market research and analysis. In 2015 Andrew became NCUK’s Market Development Manager for Europe, Africa and South America. Within these regions, Andrew’s main focus is to support NCUK’s study centres by working closely with the academic, marketing and placement teams to satisfy recruitment and placement objectives. Andrew holds a degree in History from the University of Liverpool.

21

18:00 - 18:30


The Northern Powerhouse - the EFL Market in the North of EnglandJamie Gantley


Audience: All


This session will cover the following topics: regional investment in the EFL market in the North of England, Science, Arts, Media, Technology and Innovation in the region as well as the student life.

►Speaker

Jamie GantleyGlobal Business Development Director, New College Group, United Kingdom

Jamie Gantley is the Global Business Development Director for New College Group (NCG), an English Language provider with schools in the UK and Ireland. Jamie has over 10 years experience in education working for some of the largest companies in Europe and brings with him a passion for not only language learning but also personal development and forward thinking 21st century skills which will serve clients long after their time in the classroom has come to an end.

Introducing the Irish Education Agent Course (IEAC)Tiffany Egler

Topic: Agent Training

Audience: All


This session details the new Irish Education Agent Course (IEAC), available online and free of charge as of November 2017.

The IEAC is designed for international education agents working with Irish schools, universities and colleges to recruit international students, and is aimed at increasing agents’ knowledge and standards of practice in their work with both institutions and students.

The course begins with a background on Ireland (history, economy, population, geography, culture etc) and then proceeds to detail the education system and what options (secondary school, English language programme, Institutes of Technology, university) it offers to international students. Topics include how to choose an institution, costs of studying, financial aid, how to apply, how to prepare, student visa and work possibilities, ethics, legalities etc. There are also sections on living and working in Ireland and how to promote the country as an agent. Course participants can take an optional examination to become Irish Course Graduates (ICGs). ICGs will be listed on icef.com.

►Speaker

Tiffany EglerDirector - Agent Relations,ICEF,Germany

Tiffany Egler is a leading professional in the field of agent relations and workshop procedures. As Director of the Agents Department at ICEF, her knowledge and dedication has been crucial to the development of ICEF workshops and agent recruitment.

During her tenure of over 15 years at ICEF, Tiffany has overseen the successful organisation of most of ICEF’s agent workshops and today, manages an international team which continues to develop and to increase efforts to ensure the recruitment of professional study abroad agents worldwide.

22

14:00 - 15:00

Room: Glienicke15:00 - 16:00

SchoolApply: For Students, Schools, and Now for AgentsErik van Delden


Audience: Agents


In February 2018, SchoolApply will expand its platform to support study abroad advisors around the world. This session will outline the full details about how agencies around the world can be part of our exclusive beta programme and benefit from our global network of 300+ partner universities. Visit www.schoolapply.com/agent for additional details.

►Speaker

Erik van DeldenCRO and Co-Founder, SchoolApply, Switzerland

Eric Van Delden is the Co-Founder and Chief Revenue Officer for SchoolApply - an innovative platform that matches students with their ideal school. Being born in Guatemala, raised in Canada, and schooled in Sweden helped build the foundation that’s pushed Eric to live and work all over the world including China, Switzerland, Germany, and the UAE. After a decade of working in education, Eric is focused on simplifying the process of finding and applying to the perfect school.

New Higher Education Opportunities in GermanyDiego Tellkamp


Audience: Agents


IUBH, Winner of the 2017 Innovation & Excellence Award 2017 (Corporate LiveWire), will present their new study modules including online, smart entry and on-campus degree programmes (BA, MA, MBA) as well as study & work programmes combining top level management courses with hands-on experience.

All IUBH degrees are state-accredited and open doors to a 1,5 year stay-back option in the Schengen zone, and excellent employment opportunities.

►Speaker

Diego TellkampIUBH Campus Recruitment Director,IUBH School of Business & Management, Germany

Diego Tellkamp is currently the Director of International Recruitment at IUBH University of Applied Sciences in Germany. He worked previously for Laureate Education in Europe where he held several positions such as International Business Development Director for Universidad Europea in Spain and Sales Director for the University of Applied Sciences Europe in Germany. In the past he has worked for FMCG and Pharmaceutical companies where he had responsibility over several international markets such as Spain, Portugal, Colombia, Mexico, Saudi Arabia, USA, and the Netherlands among others.

Diego Tellkamp holds a Bachelor Degree in Business Administration and a Master in Marketing. He speaks English, Spanish and German.

23

English Online – Adapting to the Online Classroom & Maximising Student PotentialJack Prince


Audience: All


The demand for online English lessons is rapidly increasing as companies, educational institutions and individuals are seeing the benefits of this form of training. However, many teachers (and schools) are often ill-prepared for the transition to online lessons. And providers and agents are often unaware of what online learning actually means.

This talk will show the benefits of online lessons for the students, the agents and the schools.

It will look at the different approaches to online lessons, ways of adapting to the online environment and how to exploit the technology.

It will also look at how employing blended learning and promoting learner autonomy motivates students.

►Speaker

Jack Prince Business Development and Academic Manager,British Study Centres, United Kingdom

Jack Prince has been working in ELT (UK, Germany, Ecuador, Austria, & Italy) for over two decades as an English trainer & coach, materials writer and Cambridge examiner and began teaching online about 15 years ago (he has seen some significant changes in the technology!).

He has managed training departments and worked on the development of eLearning platforms and blended learning programmes for several large companies and is author and co-developer of the EmailWriter app and writes the Business English Blog.

Currently he is the Business Development and Academic Manager at British Study Centres English Online, the online language division of British Study Centres. BSC English Online offers bespoke English language learning solutions for individuals, companies and educational institutes via the latest video conferencing technology.

16:00 - 17:00 17:00 - 18:00

Room: Glienicke

Future Made in GermanyElisabet Capdevila


Audience: Agents


A solid education and lifelong learning are fundamental for a successful career. The German Education System offers manifold opportunities to prepare yourself for professional success.

Germany is one of the most attractive locations for international students and is now the fourth most popular study destination worldwide – for good reason. German universities offer a diverse range of study opportunities and world-class academic standards.

With tuition fees and living expenses on the rise elsewhere, education in Germany is a cost-effective alternative.

As the global leader in innovation Germany welcomes foreign experts and specialists to contribute to the success of the German economy, offering a broad range of job opportunities.

In this seminar, Sabine presents the unique advantages of Germany as a study and work destination and the programmes and services offered by Carl Duisberg Centren to optimally build your career in Germany.

►SpeakerElisabet CapdevilaInternational Sales Manager,Carl Duisberg Centren, Germany

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18:00 - 19:00

Room: Glienicke

Global Insurance Meets Integrative TechnologyRobin Ingle


Audience: All


Join Robin Ingle, CEO of Studyinsured.com by Ingle International, as he talks about empowering travellers by delivering the best-in-class travel and student health insurance around the globe. He will also speak about successfully managing risk, with the help of integrative web and mobile applications.

►Speaker

Robin InglePresident, INGLE, Canada

CEO of Studyinsured.com by Ingle International, and Novus Health, Robin Ingle has worked in insurance, travel assistance, security, and health care industries for over 40 years. Based in Toronto with global operation centres, he frequently travels worldwide to assess changing insurance, security, and health landscapes, as well as to develop client and partner relationships.

25

14:00 - 14:30 14:30 - 15:00

Room: Köpenick I / II

Branding a Sustainable WorldGerold Muhr


Audience: All

►Session description Being open-minded is one of the most important values of our time. Nowadays we are dealing with global challenges in the sense of the word: Social, ecological and economical issues are results of a globalized economy and its sins. For a long time the “Old World” used to exploit both the natural and human ressources of the “New World”. This relationship has been changing - especially within the last decades – and it still does.

A lot of emerging countries are not sources of cheap workforce any longer. Today they are serious competitors of growing sophistication and important markets for both foreign and domestic products and services. When it’s about sustainability leading countries like China seem to be even higher motivated, more innovative and flexible, and faster in finding solutions for devastating problems.

In this context Branding is a powerful strategic tool for both economical growth and the responsible handling of sustainability. Brand Academy Hamburg is the world’s only university dedicated to teaching and training international undergraduate and graduate students in becoming highly sophisticated experts for developing and applying brands for our planet’s social, ecologocial, and economical bright future. Brand Academy - University of Applied Sciences ranks between Germany’s private universities and highly represents the quality promise “Made in Germany”. Located in Hamburg, Germany’s capital of media, publishing and advertising, we are known as the first university worldwide focusing on brands. Our unique programmes combine state-of-the-art knowledge from the field of branding with a strong focus on practical application.

Theory-oriented, frontal teaching methods were yesterday, today through a strong practice approach we educate the brand experts of tomorrow.

►Speaker

Gerold MuhrFounder, CEO,Brand Academy – University of Applied Sciences, Germany

Gerold Muhr studied Philosophy and Literature Science with a focus on

Science Theory. He developed and implemented several interdisciplinary projects and is a two-time winner of the European Media Innovation Price ‘Stroemung’ of the EU Cultural Commision. After one decade of activities in the field of researching artificial learning systems, managing R&D programmes and working as a strategic business consultant he founded Brand Academy - University of Applied Science together with partners from Germany and China.

Video Marketing in International Student RecruitmentFlorian Schäfer


Audience: Providers


“If you are not using video already, you are already behind” Gary Blake

In the digital world we are bombarded with thousands of messages every day. And so, it becomes increasingly difficult to grab a prospective student’s attention. Video creates a scintillating opportunity to break through the clutter.

In this seminar you will learn why video should be the key element of your digital marketing campaign! We will walk you through the common mistakes to avoid and teach you how to ensure your brand will be recognised globally through video.

►Speaker

Florian SchäferDirector - ICEF Media, ICEF, Germany

Florian has more than 10 years of experience as a director and filmmaker in the education industry. He has brought to life 100+ video marketing projects for educational clients in 30+ countries around the globe (in 8 different languages).

Since September 2016 Florian is the Director of ICEF Media, which offers video production solutions for the international education industry.

Florian speaks German, English and Spanish. He has a Master’s degree in audio-visual communications from the University of the Arts, Berlin.

26

ICEF Agent Training and the ICEF Agency Recognition ProgrammeMirna Hodzic


Audience: All


This session will provide you with an introduction to ICEF’s agent training courses as well as its agency recognition programme:

• The ICEF Agent Training Course (IATC) is a practical, professional training course developed by ICEF for education agency-based student counsellors. The course is available online and free of charge to agency student counsellors in a self-paced modular format.

• The Canada Course for Education Agents (CCEA) was originally produced by Foreign Affairs and International Trade, Canada in collaboration with ICEF and the Canadian Consortium for International Education (CCIE). The course is now administered by ICEF and – on behalf of CCIE – Languages Canada and the Canadian Association of Public Schools International (CAPS-I). The Canada Course supports professional development for agents specializing in Canada as a study destination.

• The China Education Agent Course (CEAC) is a practical, professional online training course in Chinese offered by ICEF in partnership with BOSSA, a government supported industry association of member educational agencies.

• The US Agent Training Course (USATC) is designed for international education agents working with American schools, universities, and colleges to recruit international students, and is aimed at increasing agents’ knowledge and standards of practice in their work with both institutions and students.

• The ICEF Agent Status (IAS) is recognised as an indicator of agent quality, showing that an agent has been successfully vetted for, and participated in, ICEF Workshops. The IAS is renewed through ongoing quality assurance screening and reference checks.

Educators and service providers are welcome to join the session.

►Speaker

Mirna HodzicEvent & Agent Relations Manager, ICEF, Germany

Mirna joined ICEF in 2008 as a student, accepting a full time role as Project Manager in the Agents Department in 2010. Since May 2011, she exercises the position of Agent Relationship Manager, recruiting quality agents for ICEF Workshops.

As a native Bosnian who has lived and gained language skills in the US, Germany and Spain, Mirna holds responsibility for agents from Thailand and the Balkans.

New Zealand: Small Country, Big OpportunitiesOlga Elli & Julian Ashby


Audience: Agents


Olga and Julian will take you on a whirlwind tour of New Zealand and the exciting study opportunities awaiting international students. They will introduce you to ENZ’s strategic objectives and upcoming promotional activities for the European market, and will share the latest marketing resources available to help agents tell the New Zealand story in a powerful and engaging way.

►Speakers

Olga ElliEducation Marketing Manager Europe, Education New Zealand, New Zealand

Olga is located in Berlin and works across Europe promoting New Zealand as the ultimate education destination - a role she has enjoyed for nearly four years. Olga works closely with education agents and provides support and guidance on the best ways to raise awareness of what New Zealand has to offer, both inside and outside the classroom.

Julian AshbyInternational Market Manager Americas and Europe, Education New Zealand, New Zealand

Julian is based in Wellington, New Zealand. As the International Market Manager for the Americas and Europe he gets to experience the diversity that is International Education on a daily basis. Julian works to ensure a two way flow of information exists so that the offshore staff know what is happening in government circles and onshore staff know what is happening around the world. A never-ending role and one that he loves.

15:00 - 15:30 15:30 - 16:00

Room: Köpenick I / II

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16:00 - 16:30

Room: Köpenick I / II16:30 - 17:00

Live and Learn in CanadaBonnie McKie & Rachel Lindsey


Audience: Agents


The opportunity to be immersed in English, French or have a bilingual experience while living and learning, makes Canada a unique destination. This presentation will provide insights as to why the number of students studying in Canada continues to grow year after year and why agents rank Canada a top destination for students from around the globe. Learn how the Canada Course can benefit your organization as well as the many program offerings and other resources available to support the promotion of studying in Canada.

►SpeakersBonnie McKieExecutive Director, Canadian Association of Public Schools - International, Canada

Bonnie has provided leadership for the Canadian Association of Public Schools – International (CAPS-I) as the Executive Director since its incorporation as a non-profit association in 2008. Bonnie completed her undergraduate studies in Business Administration and Criminology at Simon Fraser University. Throughout her career in international education, Bonnie developed and managed the International Education Department for Surrey Schools in BC. She also served on the Executive Committee of IPSEA (International Public School Education Association of BC) as Vice-President and currently plays an active role in the Canadian Consortium for International Education. Bonnie currently resides in Calgary, Alberta.

Rachel LindseyDirector of International Affairs and Operations, Languages Canada, Canada

Rachel Lindsey is the Director of International Affairs and Operations at Languages Canada, overseeing the association’s international activities, operations and human resources. Rachel possesses over 15 years of experience in international education, trade and development. Prior to joining the Languages Canada team, Rachel held the position of Senior Analyst, International Relations with Universities Canada, where she was the lead on strategic international partnerships and projects, as well as the oversight of Universities Canada’s national network of International Liaison Officers. Rachel possesses a Bachelors of Commerce from Carleton University (Ottawa) and a Masters of Science in Development Management from the London School of Economics (London, UK).

German University Pathways - How to Guide your Students SuccessfullyLinda Heyer


Audience: Agents


Germany is arguably one of the most popular study destinations worldwide and the most popular among non-English speaking countries. The presentation will highlight what makes Germany so attractive for foreign students and will feature current trends as well as specific advantages of obtaining a degree from a German university including cost effectiveness, education quality, living standard, employment and settlement opportunities.

This session aims to educate you on how to guide your students through all the steps of the process successfully:

• meeting the admission quality criteria • successfully obtaining their student visas • experiencing fast learning progress through

super-intensive language programme • enjoying a secure and international learning

environment • being individually counselled in their personal

university choices Whether you are new or an experienced consultant come along and you will be fascinated to learn about the positive trends and changes which make Germany a great study destination for your students.

►Speaker

Linda HeyerMarketing Manager, EIIE - EURASIA Institute for International Education, Germany

Linda studied Culture, Language and Business Studies with a focus on China and Southeast Asia, spending extensive periods of time in the region. She worked several years in international organizations, before joining the Eurasia Institute as Marketing and Sales Manager. Linda is responsible for business development, training of partners and student recruitment.

Over the last 25 years of its existence, the Eurasia Institute has become a renowned global player on the international education market and works with some of the top universities in the world. In 2017 the institute has moved to a new school campus in Berlin with state of the art teaching facilities.

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17:00 - 18:00

Room: Köpenick I / II18:00 - 19:00

Global Education in the 21st Century: The BAU Global Network ApproachDr. Sean Michael Cox


Audience: Agents


In the 21st century, international education has taken a new turn with the growth and development of global education networks such as Navitas and INTO Education. The BAU Global Network is one such network which currently includes five universities, four language schools, two K-12 school groups, five academic centers, a business incubator, and an ever expanding portfolio of education-related enterprises around the world. With much of this growth taking place in the last decade, BAU Global Network is fast becoming a significant presence in the global education market. With this growth have come many challenges, opportunities and developments which have led to an organization attuned to best practices in international education. This presentation describes BAU Global’s approach to providing a truly international education experience, and how students from around the world benefit from being part of the BAU Global family.

►Speaker

Dr. Sean Michael CoxDirector - InternationalAcademic Affairs & Advisor to the Board of Trustees, BAU Global Network, Bahcesehir University, Turkey

Sean Michael Cox, Ph.D., is Director of International Academic Affairs and Advisor to the Board of Trustees for the BAU Global Network and Bahçeşehir University. His office is responsible for all formal institutional agreements as well as the maintenance of these relationships. Dr Cox also works on business development for BAU Global, reporting to the Chair and Vice Chair of the Board, as well as teaching in the Graduate Institute of Social Sciences.

INTO University Partnerships: From Pathway to Direct EntryTuukka Hinttula


Audience: Agents


INTO is developing in response to the market needs. In addition to our market-leading Pathway provision, we have now invested significantly in broadening our product range to agents by facilitating a more seamless placement of Direct Entry students (Bachelor’s/Master’s) at our partner universities.

We will be available at booth #38 for more information after the presentation. Come and see us!

►Speaker

Tuukka HinttulaVice President of Global Recruitment, Direct Entry, INTO University Partnerships, United Kingdom

Tuukka has over 15 years international student marketing and recruitment experience within the public and private HE sectors.

Between 2009 and 2016, Tuukka has held senior positions within the global recruitment team with INTO University Partnerships including the management of INTO’s regional office network. Based in Brighton, he is currently Vice President of Global Recruitment, Direct Entry, providing leadership and direction over a significant investment and expansion of INTO’s Direct Entry service. His responsibilities cover the strategic direction of this function to ensure INTO is optimally aligned and positioned to deliver growth in direct entry enrolments.

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14:00 - 15:00

Room: Köpenick III15:00 - 16:00

Don’t Get Left Behind: See How Edvisor’s Real-Time Technology is Changing International RecruitingNicolas Alexander Miller


Audience: Agents


The Edvisor Platform is the only place where agencies connect directly with their partner schools to collaborate in real-time. This means agencies can:

Search available courses, accommodations, and services across their schools in a single place.

Access up-to-date prices and promotions directly from schools (no more updating pricing!).

Create online quotes instantly with photos, videos, nationality mixes and more.

Send and track applications directly on the platform.

Chat with school admissions team to accelerate application processing.

In this seminar, we’ll see how leading schools and agents are leveraging this technology to accelerate their businesses.

►Speaker

Nicolas Alexander MillerCEO,edvisor.io,Canada

Nicolas is CEO of Edvisor.

Edvisor is a 30-person technology company based out of Vancouver, Canada. The Edvisor Platform is the most widely used industry product for schools and agents, and the 2017 winner of the ST Star Service Provider award.

Austria: A New and “Affordable” Destination for International Students with High Expectations Özel Coskuner


Audience: Agents


Austria, the culture and art capital of the world, is also the beacon of educational excellence since the first German teaching university in the world was established in Vienna 653 years ago (University of Vienna - Est 1365). Today, this unique academic heritage still guides Austria towards being one of the best study destination in the world.

Nevertheless, Austria is still one of the least known international study destination, despite she is being the:

• No:1 in the world in living quality (Mercer, for 8 consecutive years!),

• No:3 in the world for safety and stability (GPI), • No:7 best job market in EU (16th in the world, OECD), • No:13 richest country in the world (World Bank). This seminar will reveal the advantages of studying and working (as a student) in Austria and details of “up to 100% scholarships on university tuition fees”. Agents will learn how easy it is to recruit and register students to the highest ranking universities of Austria as well as the advantages of an Austrian visa.

►Speaker

Özel CoskunerDirector, AED Housing, Turkey

Özel Coskuner, director of the CESS (Centre for European Student Services) in Austria, which is the biggest private student hostel and consultancy provider in Austria, serving over 2,000 international clients annually. Mr Coskuner has been active in the international student recruitment market for more than 10 years and has been a regular guest as an expert on international education in several nationwide TV shows and given seminars to agents and students in several countries.

He worked with government and private organizations in more than 20 countries including Malaysia, China, Brazil, Honduras, Korea, Turkey, Bangladesh and more.

He was also awarded as “The Best Young Entrepreneur in Malaysia” in 2008 (by “MeCD - Malaysia Ministry of Entrepreneurship”), in addition to his several other international awards (from SIFE, L’Oreal, etc…).

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Room: Köpenick III16:00 - 17:00 17:00 - 18:00

ELS: New For 2018Vincent Powell & Alexandra Zilovic


Audience: Agents


This session will cover ELS’s progam diversification and new products for the vacation study market as well as the new flagship center in NYC opening February, 2018, and other location offerings.

►SpeakersVincent PowellVice President of Sales,ELS, USA

Vincent Powell is a strategically minded and results-oriented business development professional with extensive experience in

the higher education and ESL industries. He has a proven track record in consistently overachieving recruitment targets, growing revenue and increasing market share for both universities and educational companies. He is a highly effective leader and team builder, having recruited, led, mentored and managed remote, high-performance recruitment teams across several countries. He has extensive experience working with a large range of educational agents, government sponsors and high school counselors from different regions. Over the years, he has worked very closely with senior executives and universities to develop manage and implement a wide range of successful sales initiatives at a strategic level. Vincent is the Vice President of Sales at ELS Educational Services. He is responsible for developing and implementing ELS’s global recruitment strategies and managing the sales staff that is based in China, Taiwan, South East Asia, Latin America, Turkey, Russia, Europe and the U.S.

Alexandra ZilovicExecutive Vice President, Global Operations & Business Affairs,ELS, USA

Alexandra Zilovic is an executive management professional, with 28 years of experience in international education and expertise in academic program development, strategic planning, contract negotiations, business affairs, and senior level management in the Intensive English Program industry. Ms. Zilovic has facilitated the evolution and expansion of ELS Educational Services, Inc., overseen its global operations, and has spent decades building and fostering relationships with international education professionals and organizations throughout the world. She is active in many industry associations and has been an elected commissioner of ACCET since 2013. Ms. Zilovic has the equivalent of a Master of Arts degree in Teaching Languages and Literature from the University of Zagreb, Croatia.

“Work Smarter NOT Harder “ Live Agency Management System (AMS) DemoIzzet Aslantatar


Audience: Agents


You will in this session see AMS in action and be able to determine if your agency needs to go digital as well.

►Speaker

Izzet AslantatarDirector, Agency Management System - AMS, International

Izzet Aslantatar has more than 20 years’ experience in the agency and education industry.

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The Future of UK Universities in the Face of BrexitJames Gardner


Audience: Agents


The BREXIT referendum has generated much speculation about the future of UK higher education but did you know that in 2015/2016 more than 125,000 students from the EU chose to study in UK universities – How many of these students were recruited through your agency? James Gardner, Pro Vice-Chancellor at De Montfort University, will guide you through the exciting opportunities EU agencies have in partnering with UK Universities.

►Speaker

James GardnerPro Vice-Chancellor for Strategic and International Partnerships, De Montford University,United Kingdom

James Gardner is a Pro Vice-Chancellor with responsibility for Strategic and International Partnerships and a member of the Vice-Chancellor’s Executive Board. He joined De Montfort University in March 2011. James is responsible for the development and implementation of DMU’s international strategy, network of overseas offices and all international recruitment activity.

James’ key achievements in his role include:

Leading the development and implementation of #DMUglobal, DMU’s pioneering student mobility programme which has grown to be one of the largest in the sector, with more than 3000 students taking part in an overseas experience as part of their studies since the programme began in 2013.

Expanding DMU’s overseas office network, implementing a new student recruitment approach and driving significant growth in DMU’s overseas student numbers.

Establishing DMU as the sole education partner for the GREAT Festivals of Creativity - the British Government’s flagship global marketing campaign which aims to showcase the very best of what Britain has to offer.

James’s work has achieved external recognition through DMU being awarded the Times Higher Education Leadership and Management Award for Outstanding International Strategy of The Year. For the last two years DMU has been recognised as one of the world’s leading young universities in the Times Higher Education Top 150 World Universities Under 50.

Within his wider role, James leads the Strategic Partnerships Directorate, which includes Strategic Partnerships, Events, Advancement and the award-winning Square Mile programme.

Room: Köpenick III18:00 - 19:00

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14:00 - 14:30

Room: Charlottenburg III

Young Learners - Students and Parents Want Something Different David Ganly, Peter Lahiff & Marina Aguareles


Audience: All


Today’s students and parents have increased expectations when choosing a language programme.

We also have to consider that the needs of students are constantly changing and in this current climate there is a profound attraction to learning with and through the latest technologies.

The traditional general English programme is widely available and it is those who can offer something different, exciting and innovative who will attract the young learners who are growing up in this digital and tech savvy era.

This session explains how technology enhanced learning and an effective and carefully planned activity programme can attract new and maintain existing students. The experience is shared by the directors of Future Learning which is the first dedicated school to teaching English through technology, now going into its fifth year.

►Speakers

David GanlyManaging Director, Future Learning Language School,Ireland

David has served as an Engineering and Computer Science teacher for over 10 years, graduating from University of Limerick he also holds a Masters of Science in Technology and Learning from Trinity College Dublin. David is the founder of Future Learning Language School, 2013.

Throughout his secondary teaching career he has been involved in a range of national and international ICT related projects. David continues to provide advice to school principals, board of managements and parents councils on the introduction of modern technology.

Now firmly leading the technology enhanced approach in the English language sector with Future Learning, David continues to be involved with second level education with the introduction of computer science as a senior cycle subject in Ireland.

Having worked in both sectors David believes the language sector can learn a lot from state education systems and vice versa.

Peter LahiffAcademic Director,Future Learning Language School,Ireland

Peter Lahiff is an experienced course designer, teacher trainer and academic manager who has worked in ELT for just under 20 years. He has taught English in Spain and Ireland to adults and junior students. He has worked as Director of Studies for a number of different summer schools starting in a small centre with just three staff in his first year in Spain, and going on to manage the Young Learners’ Division of Language in Group overseeing five centres in Ireland and the UK. In this latter capacity he devised an innovative content-free communicative curriculum.

Peter became Academic Director of Future Learning soon after it was founded and worked on the preparation of its first summer course in 2014. He develops and implements its innovative technology enhanced language courses for young learners and teenagers across various locations in Ireland and the UK. He is a key member of the team that worked on the school’s Eaquals accreditation which was confirmed in September.

He is also Course Director on Dublin’s first Trinity Cert. TESOL course, which he designed and brought through validation in cooperation with English Studio Dublin.

Peter is one of the founding committee members of ELT Ireland, a network of English language teaching professionals in Ireland and an IATEFL associate. In his capacity as event coordinator he organises regular events in the TED Talk style, among other things.

He has spoken at a range of national and international conferences on topics associated with course design, academic management, and the technology enhanced language learning. He has also done in-service training sessions and advised on curriculum development for a number of Dublin schools.

Marina AguarelesDirector of Studies, New Link, Spain

Marina holds a degree in Translation & Interpreting along with two Master Degrees in Business Administration and HHRR & Organizational Development.

Marina has worked with Newlink Education for seven years; five years as Director of Language Academy Newlink Idiomas and two years as Director of Training and Organizational Development at Newlink Education.

Currently Marina works as a Customer Management Director & International Operations Assistant Director. Newlink Education was established in 1997 in the north of Spain, it is a well known language academy but better known for its outbound language abroad programmes. Newlink Education sends over 2.700 students of all ages every year on language and cultural programmes worldwide.

33

Revealed: What Students Think and Want?Patrik Pavlacic


Audience: All


The students have spoken! Landmark research into students’ own feedback provides vital insights for schools and agents.

A new project commissioned by IALC asks students what they look for in a language programme, how they make their choices, and how they evaluate their experience. Are you communicating effectively with students and meeting their expectations? How can you reach more students and achieve higher satisfaction levels? Come hear what students want.

►Speaker

Patrik PavlacicMarket Research Manager, StudentMarketing Ltd., Austria

Patrik Pavlacic is the Head of Research at StudentMarketing, global specialists in market research and strategic business development for the international youth, student and educational travel sector.

A UNWTO Affiliate Member, StudentMarketing works with governments, associations, and individual educational institutions providing critical analyses of the forces driving international student mobility, and translating them into insights on how to expand or gain foothold internationally.

Patrik has been at StudentMarketing since 2009. His primary focus and expertise lies in global-scale data collection (quantitative research), trend analysis and interpretation, and data-driven market expansion strategies. Over the past 8 years, he has produced or contributed to over 50 bespoke research projects for stakeholders across all sectors and markets.

Since 2011, he has led the company’s team of in-house and in-field researchers. Patrik is a member of ESOMAR World Research and presents frequently at international events in youth, student and educational travel.

15:00 - 16:0014:30 - 15:00


Measuring English Skills With the TOEIC® and TOEFL® Tests Throughout Academic and Professional JourneysDaniela Muresan


Audience: All


In the competitive global market, academic institutions, language schools and companies need the confidence that their students and employees have the English skills to succeed. As a company that develops, administers and scores more than 50 million testing and learning products and services each year in more than 180 countries, ETS has a global reputation for quality English language assessments.

This session presents an overview of our globally recognized English language assessments, the TOEIC® and TOEFL® tests that accompany students and employees throughout their academic and professional journeys. We design our assessments with industry-leading insight, rigorous research and an uncompromising commitment to quality to help the education and workplace communities meet the expectations of their stakeholders. The result: strong market acceptance. By attending this session, you can discover how you can profit from a portfolio of English language assessments and learning products that follow those developing their English skills from young learners, high-school and university students to mid-career professionals. Each product family also has a broad suite of teaching, skill-building and test preparation products, that you can find out more about during this session.

►Speaker

Daniela MuresanProduct Specialist EMEA, ETS Global,The Netherlands

An English Language and Literature graduate, with an MA in International Relations at the Faculty of European

Studies, Daniela started her professional path 10 years ago as an English Language teacher at private and public schools within academic and workplace environments in Italy and the U.K. After gaining her CELTA qualification in 2009, she then became more interested in the area of Business English skills, communication and the broader field of education management. Among her most notable experiences are the time at SDA Bocconi School of Management, Bocconi University as tutor of two international Master Programmes, as business developer and trainer at a start-up test-preparation and higher education admissions consultancy and as project officer focusing on CLIL initiatives in Italy. At ETS Global, she is the product specialist and looks after the entire portfolio of products with an emphasis on the TOEIC® and TOEFL® assessments. Her core aims at ETS Global are to launch new online and offline English language assessments and learning tools, provide teacher training and assessment knowledge In Europe, Middle East and Northern Africa.

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Room: Charlottenburg III16:00 - 16:30 16:30 - 17:00

The Motivating Power of International Baccalaureate ProgrammesWhitney Sterling


Audience: Agents


As young learners grow, we hope that their passion for learning grows with them. The beauty of the International Baccalaureate Programme lies in exactly this: a six year old creator becomes a 10 year old detective who evolves into a 15 year old project head who at 18 becomes a self-motivated and competent analyst. The dynamic educational experience at an IB school offers growing children and youths the tools to become energetic inquirers, passionate discoverers, and committed and competent researchers. As a result, top IB Diploma graduates are regularly accepted into the elite universities of the world. They arrive there extremely well prepared and blessed with the key to life-long learning: creativity, excitement, wonder and joy when exploring the world around them. This presentation will outline the various IB programmes and introduce Berlin Brandenburg International School.

►Speaker

Whitney SterlingHead of BBIS Boarding, Berlin Brandenburg International School,Germany

Mr. Whitney Sterling completed his BA at Yale University and his Masters of Education at Hamburg University. A qualified English and German teacher in both the United States and Germany, he gained high school principal certification at the Boston College Lynch School of Education.

He taught as an English teacher for many years and was headmaster of a German boarding school for almost a decade. Whitney Sterling is married and has three children.

The Vision for Future Success Powered by STEAMSpencer Fordham & Angharad Holloway


Audience: Agents


What will future employers demand in the labour market? Two schools are launching a revolutionary programme to meet the changing needs. The whole teaching and learning landscape is going through dramatic changes to keep pace with the demands of the IT revolution - many jobs our young students will take up in 2025 and onward don’t even exist yet.

Now more than ever we need to prepare students for the competitiveness of an international and global environment.

This is a must-attend session for anyone who recognises the critical need to develop, nurture and equip the future work force. Both speakers are keen to forge further ties with universities, colleges and educational tour operators who are interested in becoming STEAM ambassadors.

►Speakers

Spencer FordhamCo-Founder and Managing Director, Capital School of English, United Kingdom

Co-founder of Capital SE Ltd, Spencer and his wife and fellow Director Paulina

Fordham founded Capital 11 years ago and have built the school from the very bottom.

Now one of the most highly accredited centres in the UK, the school has grown to offer not only year round adult programmes but also offers exciting mini stay programmes throughout the year aimed at international school groups. Operational within the school both Spencer and his wife have built a very strong reputation, gaining the respect of its partners with whom many they have worked with for a number of years.

Still as student orientated as 11 years ago the school strives for excellence and continues to maintain very exacting standards where Every Student Matters!

Angharad HollowayHead of School,Talbot Heath School, United Kingdom

Angharad Holloway is the head of Talbot Heath, one of the UK’s leading girls’

schools. She has forged collaborations with Higher Education institutions and businesses so her students’ education focusses on depth of knowledge and vocational relevance. Her vision is for a new type of inter-disciplinary and future-focused education.

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17:00 - 18:00


The Global Impact of an American Liberal Arts UniversityPeter Maher, Ashley Grierson & Samrat Ray Chaudhuri


Audience: All


This session will highlight the characteristics of American liberal arts universities and curricula, as well as the advantages of graduating with a liberal arts degree in today’s changing world.

It will also cover how Webster University has taken its mission outside its national and continental boundaries, and what it offers to those who are interested in recruiting for its many campuses.

►Speakers

Peter MaherAssociate Vice President of Academic Affairs, Webster University,USA

Dr. Peter Maher oversees Webster’s international campuses and its partnerships with external institutions.

After gaining a PhD in artificial intelligence, Dr. Maher began his career in higher education as an Assistant Professor of Computer Science at the University of Missouri-St. Louis. He subsequently joined a software consulting company and was responsible for developing and managing a nationwide training program.

In 2004, Peter returned to academia with Webster University and was appointed AVP of Academic Affairs, International Campuses and Initiatives in September 2016.

Ashley GriersonRegional Director South Asia, GUS, United Kingdom

Ashley Grierson works as Regional Director for US Recruitment for Global University Systems, including recruitment onto Webster University’s US campuses. Ashley is passionate about helping international students change their lives through education, creating successful global citizens who can contribute to their communities.

Samrat Ray ChaudhuriDirector of Global Enrollment, Webster University,USA

Samrat Ray Chaudhuri is the Director of Global Enrollment at Webster University. He is responsible for the strategic and operational aspects of agent-based and traditional recruitment onto the US, European, and Asian campuses of Webster University. Samrat has an MBA in strategic management and has worked as a higher education administrator for over 15 years.

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18:00 - 19:00


Engaging Gen-Z: Marketing to Younger English Language Learners in the UKRoss Metherell & Lea Aylett


Audience: All


We recognise that people learn English because they have a real need for it in their everyday lives and we are transforming our portfolio to reflect this. This session will share ideas on how to engage Generation Z students in course provision in the UK.

►Speakers

Ross MetherellSports Partnerships and Development Director,The Language Gallery, United Kingdom

Ross Metherell has been Sports Partnerships and Development Director at The Language Gallery (TLG) since 2015, driving the school’s partnership with Liverpool Football Club and the success of the TLG Juniors summer schools. Before working at TLG, he was Head of Soccer Schools/International Academies at Arsenal Football Club.

Lea AylettAcademic Director,The Language Gallery, United Kingdom

Lea has worked in English language teaching for 17 years, including roles in China and the UK. In addition to her experience as a teacher and as an academic manager, she has written course books for the Indian market. Lea now leads The Language Gallery’s global academic direction and provision.

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14:30 - 15:00 15:00 - 15:30

Room: Schöneberg

Studying at a German Public UniversityAnnette Friedl


Audience: Agents


Studying at a German public university - with no fees but an excellent degree, which is recognized worldwide and basically guarantees you a job in Germany, is becoming more and more popular all over the world.

The government’s target to have 325,000 foreign students in German universities by 2030 is almost reached. The demand for young qualified people is getting bigger and bigger every year in Germany. Germany sees free education as an investment into our own future as supposed to a product that Germany is trying to sell.

Pathway programmes (language course plus foundation) offer a structured way to access German universities. We will explain the necessary steps, the documentation you need and take a look at prerequisites. There will also be room for individual questions.

If you want to be part of this development and offer a new product with great potential to your students, then join our presentation on the German university system.

►Speaker

Annette FriedlOwner and Director,ISL Language School, Germany

Annette Friedl co-runs three schools in Germany and is focussed on customer contact in Asia and the Middle East. She has been working independently for over seven years in advising and helping international students who wish to study in Germany. She has close contacts with many German Universities and the German Foreign Offices in many Mid-East/Asian countries. She deals with several hundred applications from potential students per year and has seen a large increase of interest in Germany in the last few years. She holds a teaching and business degree from universities in Germany and Ireland.

Study UK: A Guide for Education Agents and CounsellorsHelen Obaje


Audience: All


The British Council has launched a free MOOC, Massive Open Online Course for Agents, Advisors and Counsellors who are interested in recruiting students to the UK as part of this year’s StudyUK: Discover You campaign, Study UK: A Guide for Education Agents and Counsellors. After a very successful pilot project in July, the next run will start on 13 November. This session will introduce the MOOC as well as share some fascinating insights from the pilot.

►Speaker

Helen ObajeProfessional Development Manager Agents, British Council, United Kingdom

Helen delivers the Education UK Certificate for Agents and Education Advisors at the British Council, and the professional development programme for global staff working in International Higher Education, responsible for monitoring and enhancing both the internal and external training through a process of continuous improvement.

Prior to working at the British Council she has worked in a diverse range of education institutions from community education to FE. With an MA in Technology she has focused on developing the use of technology for teaching.

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15:30 - 17:00 17:00 - 18:00

Room: Schöneberg

ALTO Presents: How to Use the Big Five for Smart PersonalisationNathalie Nahai


Audience: All


In this presentation, we’ll explore how you can use the golden standard for personality profiling, The Big FIVE, to design persuasive copy that engages and converts. From personality-based keywords, to message framing and tools, you’ll come away with actionable points, principles and examples you can use to optimise your communication today.

►Speaker

Nathalie NahaiWeb Psychologist, United Kingdom

Nathalie Nahai is a web psychologist, international speaker and author of the best-selling book, Webs of Influence: The Psychology of Online Persuasion (Pearson).

The foremost expert in web psychology, Nathalie helps businesses apply scientific rigour to their website design, content marketing and products. She has worked with Fortune 500 companies, design agencies and SMEs, including Google, eBay, Unilever and Harvard Business Review, to name a few.

Nathalie lectures internationally on the digital application of behavioural sciences, has hosted Guardian podcasts, and contributes to national publications, TV and radio on the subject of online behaviour.

She also ran Humanise The Web (a conference that explores both how the internet influences our behaviours, and how businesses can harness persuasive technologies for good), and sits on the Social Media Week advisory board and Ogilvy Change experts’ panel.

You can tweet to her @NathalieNahai.

Paid Search and Social Media Advertising Campaigns for Student RecruitmentPhilippe Taza


Audience: All


Paid search and social media advertising can be an invaluable way for institutions to increase lead generation. This workshop will provide education professionals with a comprehensive framework for creating, implementing, and managing campaigns across a range of popular digital channels. Both new and intermediate users will learn how paid search campaigns can be used to supplement their student recruitment efforts, target specific regions, languages and countries, and increase overall online visibility. Led by Philippe Taza, CEO of Higher Education Marketing, the workshop is designed to help institutions optimize their Pay-per-Click and social media advertising to reduce their cost per lead (CPL) and increase their return on investment (ROI). Participants will learn how to:- Conduct comprehensive keyword research - Understand the Google Adwords interface - Set up geo-targeted PPC campaigns - Implement effective social media advertising - How to implement remarketing campaigns - Create custom landing pages - Carefully manage bids to reduce CPL - Track and measure campaigns - Interpret monthly reports to increase ROI

►Speaker

Philippe TazaCEO, Higher Education Marketing, Canada

Philippe Taza has worked in higher education marketing and recruitment since 2001. He began his higher ed career as a recruitment officer at a private college in Vancouver, BC. Advancing into recruitment management, he developed his skills in online marketing and trained in web analytics to more effectively manage marketing performance. In 2008, Philippe founded Higher Education Marketing, a digital marketing agency dedicated to helping colleges and universities market themselves online, offering expertise and services in lead generation, web design, content development, branding, PPC, SEO, social media and analytics.

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Room: Schöneberg18:00 - 19:00

Developing Confident Global CitizensWard Lincoln


Audience: Agents


What are the attributes of a global citizen? Why do people aspire to be influential in the global arena? What are the milestones along the journey? During this session, Ward will detail the odyssey of the student from a monolingual to a bilingual identity. He will show how OISE takes responsibility of the programme for ambitious and motivated students to achieve their desired outcomes. Using a rigorous and demanding academic approach, OISE uses the learner as the student resource and complements the learning with authentic materials, making the course feel ‘real’ from the start. Using up-to-date presentation platforms and public speaking skills is part of every course at OISE. We examine ranking interpersonal skills and touch on TA in the classroom and also look at some common genuine barriers to fluency. The session will benefit those looking for a fast paced academic approach, leading to accelerated learning for time-poor students.

►Speaker

Ward LincolnDirector - Head of Sales Educational Tour Operators,OISE,United Kingdom

Ward has been involved in language education for more than 30 years; on the receiving end as well as the delivery. 25 of those years have been with OISE which is part of the Instill Education group. Although Ward spends most of his time in international student recruitment, training and start ups, he is passionate about language learning being challenging and engaging to every student. Ward’s mission is to make a noticeable, positive difference to students’ future success in life. He believes that by helping students to gain confidence through language learning, they will be in a better place to compete on the international stage.

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