The Role of Education Agents in Promoting the U.S. as a Study Destination
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In the fast-paced world of international education, staying informed and adaptable isn’t just important – it’s essential. With the sector constantly evolving, continuous professional development plays a key role in building your knowledge and skills, whilst positioning you as a trusted advisor in the field. Whether you’re navigating complex application processes, advising students on the best study destinations, or managing relationships with education providers, having the right training can make all the difference.
Akram Mardini, General Manager at Student World, shares his journey from starting as an intern to leading a global education agency, discussing the challenges, opportunities, and the importance of continuous professional development through platforms like ICEF Academy.
Could you tell us how you got started in the international education industry?
Before I started my journey as an education agent in 2010, I was an international student myself. When I first applied for my student visa, I had no idea that this line of business or service was available to anyone and I remember thinking to myself how tedious it was to look up all the information I needed online. And, in a lot of situations, I had to call the embassy and ask them questions. This was my first exposure to the field and my experience helped me develop a passion for helping students navigate their educational journeys.
Can you describe what your typical day looks like and how you approach your responsibilities?
I’m not your typical general manager. I’m still very much involved in the day-to-day operations on a global scale. The reason I emphasise this is because we sometimes forget that we’re not selling a product. We don’t have a factory. Our role is to provide a service, and the clients who come to our offices every day expect that service from experts who truly know what they’re doing. Given all the changes happening in the industry, it’s clear that just knowing your job isn’t enough – you need to master it.
The repercussions of any issues that arise can have significant impacts on someone’s future. That’s why, even today, my role involves checking in on our offices, to ensure everything is running smoothly and to address any new inquiries, as well as dealing with our education providers. I stay in close contact with them to ensure we’re meeting their standards, that they’re satisfied with what they see, and to explore any potential improvements. I also keep them updated on our activities and expansions to see if they’re interested in participating.
How have professional development courses helped you in your journey as an education agent?
I strongly believe that self-development is crucial in any industry. The ICEF Agent Training Course and the Education Agent Training Course were the first stepping stones in my journey to grasp the full scope of this industry. These courses provided me with a deeper understanding of the sector and gave me insights into what to expect in my role and how to effectively manage client relationships.
At the same time, they broadened my perspective and helped me realise the vastness of this sector. Usually, when you start working as an agent, it’s easy to become very focused on particular products, particular clients, or particular markets. However, as you progress, you start realising that different markets have unique needs and requirements.
The knowledge I gained through these courses goes beyond what you can gain from working in a single space or market. The courses help you to see the bigger picture so that you can provide the best service to the client sitting in front of you and work in their best interests. That, to me, is the most important thing in our industry and what keeps me motivated to learn continuously.
Do you focus on specific sending markets and study destinations, or is there a lot of diversity? What opportunities or challenges do you encounter in this process?
We actually operate in a variety of markets. We’re present in Lebanon, Jordan, Turkey, UAE, Saudi Arabia, India, Nepal, Bangladesh, Pakistan, the Philippines, Indonesia, Vietnam, Bhutan, Nigeria, China, Australia, the US, Colombia, and Brazil. So, we’ve got quite a diverse range of markets.
Australia has traditionally been, and continues to be, our biggest destination – primarily because that’s where our head office is located. It’s been our bread and butter since we started. However, over the last four to five years, we’ve seen a noticeable shift, with more students exploring other regions and countries. We’ve been actively working on expanding into these areas, and we’re seeing great success in destinations like the US, New Zealand, various European countries, Dubai, Malaysia and, more recently, India.
These are new destinations that, in the past, people might not have considered for study. But, with recent legislative changes and delays in visa appointments, we’re seeing a lot more students opting for these countries, to pursue their international education and obtain the degrees and recognition they seek.
In light of the ongoing conversations around agent regulation, what specific steps has your agency taken to ensure transparency?
Transparency is key to the success of any agency today and it’s also vital for the success of our industry as a whole. So, when providers conduct proper due diligence and are able to trust the agents they work with, the outcome is a satisfied client – someone who is placed in the right course, one that they can afford and succeed in, as well as one that will help advance their career.
From everything I’ve learned over the years – whether through daily industry experience or training at ICEF Academy – I’ve been able to streamline our processes to enhance transparency. This streamlined approach allows us to provide clients with all the information they need right from the beginning, ensuring they fully understand what they’re getting into.
Part of this process involves connecting the client with various specialised teams within our organisation. We have a dedicated team for visa processing and documentation; and another team focused on admissions, handling communication with universities and managing timelines. This structure ensures that clients receive clear, timely answers throughout the process.
What has been the most valuable aspect of ICEF Academy courses and why would you recommend them to other agents and counsellors?
ICEF Academy’s courses offer a deep understanding of best practices and provide a framework, which is crucial. What’s great about them is that they’re quite personalised – each person can take what they need most from the course. For example, when I first started, I had a lot of product knowledge thanks to extensive training with providers, but I had zero understanding of how to manage client interactions.
The courses I took really offered a holistic approach to what an ideal scenario looks like, which I found incredibly beneficial.
So, whether you’re new or even if you’ve been in the industry for a long time, I would strongly encourage everyone to take these professional development courses. As I mentioned, they not only provide an in-depth understanding of an agent’s role but also offer a practical perspective into what the global network looks like. In fact, if I weren’t actively involved in migration work now, I’d need a refresher on changes to systems like the Canadian visa process or updates to the US visa policies, and would take the respective destination-focused courses.
Want to share your story? Contact us at academy@icef.com with the subject line ‘My Journey in International Education’. We’d love to hear about your experiences in the industry. Whether it’s about overcoming challenges, mastering new skills, or making a difference in students’ lives, your journey as an education agent or student counsellor can inspire others.
