ICEF Berlin - International Education Industry’s Networking Event

Real-World AI applications in international education 14:00 - 14:25, 1. BellevueSpeaker:Jamie Gibbs - Commercial Director, Edvisor
Description: In the rapidly evolving landscape of international education, Artificial Intelligence (AI) is more than just a buzzword—it’s a transformative force reshaping operations across the sector. This session will showcase real-world examples of how Edvisor is integrating AI into its operations to enhance internal workflows and improve customer service.

Attendees will gain insights into AI’s potential to enhance student recruitment and operational efficiency. By focusing on practical applications and actionable strategies, this seminar aims to equip participants with the knowledge to effectively harness AI in their own organizations.

Findings from the ICEF Agent Voice survey 2024 14:30 - 15:25, 1. BellevueSpeaker:Ian Cann - VP Americas, ICEF
Description: Join us for an in-depth exploration of the latest ICEF Agent Voice survey results, offering valuable insights into current trends in student recruitment.

Key topics covered for 2024:
- Recruitment expectations & Decision-making factors
- Student interest & Visa approval rates
- Employability factors
- Enrolment challenges & Institutional support
- Online programmes
- Agency operations & Remuneration

The ICEF Agent Voice survey is conducted annually with ICEF-screened agents from over 100 countries. The survey stands out for its frequency, extensive reach, and detailed insights, comparing the perspectives of agents worldwide. It provides fresh insights into how agents are adapting to and addressing global challenges.

How to navigate difficult negotiations? 15:30 - 15:55, 1. BellevueSpeaker:Richard Cackowski - Chief Commercial Officer, Acceptix
Description: In this presentation, we will delve into various strategies for navigating complex negotiation scenarios. I will guide you through understanding how to avoid the most common traps and unethical ploys that can arise during negotiations. You’ll learn how these deceptive tactics can harm your business and, more importantly, how to protect yourself from such dangers.

We will also explore effective techniques to strengthen your negotiation skills, ensuring you can achieve better outcomes in your professional interactions. By the end of this presentation, you will gain valuable insights and practical strategies to enhance your negotiation capabilities and secure more favorable results.

Is AI positive for international student recruitment? 16:00 - 16:25, 1. BellevueSpeaker:Lucy Wigginton - Director of Global Partnerships, Edvoy
Description: We have seen widespread adoption of AI in recent years, sparking mixed reactions. Some see it as a valuable tool that enhances everyday tasks, while others believe it stifles creativity and cognitive thinking.

Beyond its growing presence in academic curricula, and putting the debate, should or should not be used as a learning tool, to one side. AI is also a powerful resource for university teams in the application process. It is being used to assess the eligibility of prospective students and ensure compliance in applications.

Drawing insights from a recent Edvoy survey, we explore the benefits and pitfalls of using AI for administration and recruitment. Join the debate and have your say.

The surging global demand for ‘Made in Germany’ education 16:30 - 16:55, 1. BellevueSpeakers:Natchayaa Weerawat - Director of International Student Recruitment, University of Europe (UE) for Applied Sciences
Laila Irfan - Global Director of Recruitment, GISMA University of Applied Sciences
Description: Germany is rapidly emerging as a global education powerhouse, with its academic system experiencing a significant surge in popularity among international students. Offering a unique blend of academic excellence, cutting-edge research opportunities, and a welcoming, diverse environment, Germany is becoming the destination of choice for students from every corner of the globe.

In this discussion, Global Directors of Recruitment Laila Irfan from GISMA University of Applied Sciences and Natchayaa Weerawat from the University of Europe for Applied Sciences will explore the key factors driving this trend. They will examine how Germany’s education system is continuously evolving to become even more attractive to students worldwide. From innovative curriculum updates to enhanced support services and post-study opportunities, Germany is not just keeping pace with global educational demands—it is setting new standards that other countries aspire to emulate.

Student-focussed selling: Harnessing the ethical advantage 17:00 - 17:55, 1. BellevueModerator:Sara Sandford - Consultant, Edified
Panelists:Ivonne Navas - Director RCIC and International Education Specialist, Explore I.D.E.A.S. Immigration and Education
Hersha Pandya - Executive Director, Partnerships UK and Europe, M Square Media (MSM)
iLaria Bossi - Associate Director International Marketing and Recruitment, Università Cattolica del Sacro Cuore
Description: When we talk about selling in the context of student recruitment, we’re not talking about high-pressure tactics or quick wins. We’re talking about guiding students towards life-changing decisions with integrity, transparency, and a focus on their best interests. But what is ethical selling, and what does it mean across borders and cultures, whose ‘ethics’ or local interpretation of ethical behaviour is the right one and what impact can it have on the student experience?

This session will explore how agents, institutions, and students alike can benefit, and even create an advantage, from a sales process rooted in ethics. We’ll discuss the balance between achieving business goals and maintaining ethical standards, and most importantly, how we can collectively elevate the student experience while protecting the integrity of our sector.

What challenges and opportunities will shape the study abroad sector in 2025 and beyond? 18:00 - 18:55, 1. BellevueModerator:Henry Tolley - Global Sales Director, LanguageCert
Panelists:Justin Quinn - CEO, Centre of English Studies (CES)
Shoko Doherty - CEO, Celtic English Academy
Sonia Dhawan - CEO & Managing Director, Grey Matters Group
Ashu Mogla - Head of Europe (Business Development), GEDU, Chair, English UK
Description: 2024 has been a tough year for our sector, in this session we will review the impact and discuss what is on horizon for 2025 and beyond. There will be input from ICEF Monitor and our own market insights. With opportunities for comments from the audience as well as thoughts and advice from our expert panelists.

Join us to hear more from our panel of experts about:
- What has happened in 2024? Lessons to be learnt.
- What will happen in 2025 and beyond?
- What are the issues around the study abroad market that agents, recruiters, and training partners need to look out for?
- What are the new markets, where should your focus go.

In a year of elections, what effects are political decisions on immigration having?

How to build effective relationships in 25 minutes • Providers (for FIRST TIMERS) 14:00 - 14:40, 2. TegelSpeakers:Nick Stevenson - Executive Director, EMEAA, ICEF
Ross Holmes - VP, Partnerships and Publishing, ICEF
Description: This session will provide educators with a step-by-step guide on how to make the most out of their participation at ICEF events in general and ICEF Berlin in particular.

The session will cover the following topics:
- How to maximise your time during the event
- Post-event follow-up and agent contracts
- How to maximise your working relationship with providers

How do international schools prepare students for higher education? 14:45 - 15:25, 2. TegelPanelists:Bruce Jia - Chinese Principal, Wycombe Abbey School Hangzhou
Sian Thomas - International Student Recruitment Specialist, Inspired Education Group
Sofana Rojas - Head of Student Recruitment, Constructor University
Speaker:Katie Hebbes - Business Development Manager, ISC Research
Description: With a student body of over 7 million, international schools are an invaluable source of recruitment for universities worldwide. Preparing students for higher education is a vital part of international school life, encompassing many different aspects from academic achievement to holistic development.

Join Katie Hebbes, Business Development Manager, for the latest data and market intelligence from ISC Research as she hosts a panel discussion exploring the multifaceted ways in which international schools equip international school students for life after graduation.

Bridging gaps: How international STEM students can thrive in society and the job market in Germany 15:30 - 15:55, 2. TegelSpeaker:Jonas Marggraf - Managing Director, Fintiba
Description: Germany has become a top destination for international STEM students, drawn by its world-class education and thriving innovation ecosystem. However, while many of these students aspire to stay and work in the country, transitioning from academic studies to employment poses unique challenges. This panel session will present key findings from a recent research paper exploring strategies to bridge this gap.

We will discuss the most pressing action areas and identify effective approaches to increase the retention of international graduates in the German workforce. What strategies can employers, universities, and policymakers adopt to ensure these talented individuals continue to contribute to the local economy? How can support networks and career services be optimized to better serve this group?

Join us as we delve into these questions and examine the role different stakeholders play in facilitating the career success of international STEM students. This session offers valuable insights for educators, employers, and policymakers interested in fostering a more inclusive, skilled workforce in Germany.

The value of pathway programmes 16:00 - 16:25, 2. TegelSpeaker:Brad Johnson - Head of Operations, NCUK
Description: In an era of evolving international education policies and shifting routes to university, the significance of pathway programmes has never been greater. This seminar, led by NCUK's Head of Operations, will delve into the unparalleled value of pathway programmes, leveraging recent research to demonstrate their benefits for both institutions and students.

With the flexibility to study partially overseas or from home, and a predictable stream of academically-prepared students, this seminar will redefine the role of pathway programmes in today's educational landscape.

Quality standards in ELT market: Insights from Malta 16:30 - 16:55, 2. TegelSpeaker:Jessica Rees-Jones - CEO, FELTOM - Federation of English Language and Teaching Organisations in Malta
Description: This session offers a clear look with a quirky angle, at the global English Language Teaching (ELT) quality assessments , especially focusing on MALTA compared to other destinations. We will cover aspects from regulatory compliance to data analytics and why they are so important to maintain the standards locally but also to showcase the value of the sector globally.

FELTOM will showcase examples and insights of local and the global ELT data,. We will discuss both the challenges and opportunities that these present and how they can be relevant to decision making, and the growth of various markets.

Learning Objectives:
1. MALTA ELT positioning:
- Get the latest data on MALTA ELT sector and source markets, along with future projections.
- Understand more of the value proposition of MALTA as the popular ELT destinations and how it is s changing. In this context, the session will look at MALTA’s position globally, identify its growth drivers, strengths, and areas needing an improvement.
- Discover trends and factors shaping the ELT sector in Malta

2. Insights from FELTOM:
- FELTOM will share key insights and lessons learned as well as getting future fit.
- Adapting strategies, anchored in the latest intelligence on Malta.

Expected Outcomes:
By the end of this session, participants will have a clearer understanding of the Malta ELT market, FELTOM’s future direction, and the factors that will influence its development. Attendees will leave with actionable insights and an unusual perspective on what to expect in 2025 and beyond.

Diversity in marketing for language schools and agents 17:00 - 17:25, 2. TegelSpeaker:Hannah Youell - Diversity & Inclusion Advisor, International House World Organisation
Description: Like it or not, diversity within our organisations plays a deciding role in the purchasing behaviour of our prospective customers.

That all important first impression comes from our websites, brochures and social media channels, so it’s now essential that we harness every opportunity for students to have that ‘I can see myself here’ moment. If not, we lose out.

But it can feel like a bit of a minefield. We want to show diversity, yet we are afraid of getting it wrong, or worse still, being called out for tokenism.

This session will break down some key concerns, unpicking what true representation looks like. You’ll learn actionable steps to make your marketing materials more inclusive, wherever you are in the journey.

The importance of focusing on your brand during difficult times 17:30 - 17:55, 2. TegelSpeaker:Jonathan Kolber - Co-Founder, ILAC Education Group
Description: In challenging times, a strong brand is more important than ever. This seminar explores strategies to maintain and strengthen your brand identity, build trust, and stay relevant in the market. Learn how to leverage your brand to navigate uncertainty and emerge stronger.

The true cost of a bachelor's degree in the USA 18:00 - 18:25, 2. TegelSpeaker:Tim Honadel - Director, Office of International Services & Programs, Santa Clarita Community College District
Description: The cost of completing a bachelor’s degree in the USA is often underestimated. Of course there are regional differences between locations, but many universities complete on marketing low financial demonstration numbers. This can be problematic because the assumptions behind those numbers often reflect a best-case scenario of the few, not the most common lived experience. One common source of marketing of low cost is 2+2. Although tuition is about half of the 0+4, living expenses are about the same.

This presentation is specifically designed to arm agents with the information necessary to accurately portray a student’s real costs regardless of the HEI’s reported costs. It also addresses the link between community college low-cost expectations and the dismal visa approval rates for community college. Spoiler: Scholarships are not really a thing, and although many students travel home annually, travel home is never included in the cost estimates.

Dr. Tim Honadel has a decade of experience with the heavy lift of managing student expense expectations in Southern California and the ethically dubious and equally mythical I-20 number. Join us in a revealing discussion of how to best leverage the career outcome benefits of a U.S. degree against the expense of studying in the USA.

Global supply chain of education industry: Push or Pull supply chain? 18:30 - 18:55, 2. TegelSpeaker:Yoo-Taek Lee - Executive Dean of International Schools (Sol-Bridge, Endicott, & JCFS) & Dean of Endicott College of International Studies, Woosong University
Description: Due to the transformation from globalization to forming a block economy, the global supply chain of the education industry is becoming more complicated.

As a result, the traditional global supply chain may not function as it was and we need to take a different approach to attract learners who might have different needs.

We will learn from the other industries from their history and discuss the difference between Push and Pull based supply chains in the global education industry.

Work and study English or French in Canada 14:00 - 14:25, 3. TiergartenSpeaker:Diego Sanchez - Director, International Affairs, Languages Canada
Description: As of 2024, Languages Canada is a designated Recognized Organization (RO) of the Government of Canada’s International Experience Canada (IEC) program. Languages Canada RO consortium members offer programs for foreign national youth (ages 18 to 35) that combine language, work and travel!

Join us on this session to learn about the eligibility criteria, how to apply, and overall conditions of the program. With locations in Victoria, Vancouver, Calgary, Toronto, Montréal, and Halifax, the LC consortium is comprised of eight school with different offers for your students looking for a truly Canadian experience.

Youth can improve their English or French skills at an accredited language school and work with a Canadian employer!

The Canadian college advantage: pathways to success 14:30 - 14:55, 3. TiergartenSpeaker:Kiley Fithen - Senior Project Officer - International Marketing and Recruitment, Colleges & Institutes Canada (CICan)
Description: Explore the distinctive advantages of the Canadian post-secondary education system, with a special focus on the remarkable flexibility and exceptional value it offers to international students.

In this session, Kiley Fithen from Colleges & Institutes Canada (CICan) will offer a comprehensive overview of recent immigration statistics related to study permits and international students enrolling in Canadian colleges. You will discover how pursuing higher education in Canada can be a transformative experience, providing unparalleled opportunities for growth, career advancement, and cultural enrichment.

Uncover the unique strengths that make Canadian colleges an ideal choice for students seeking a world-class education in a diverse and welcoming environment.

A look at the Canadian high school landscape & the way forward 15:00 - 15:25, 3. TiergartenSpeakers:Bonnie McKie - Executive Director, CAPS-I, Canadian Association of Public Schools - International (CAPSI-I)
Lisa Williamson - Marketing & Communications Manager, Canadian Association of Public Schools - International (CAPSI-I)
Description: Canada continues to be the most popular destination for international high school students because of the excellence of education in English and French, value and variety of programs offered by our member schools from coast to coast. This presentation will share information about resources and tools to support agents in navigating the Canadian high school landscape.

CAPS-I staff will also provide agents with useful insights and tips to enable them to better meet the needs of their clients/students. Agents will also learn about the Canada Course, a professional learning opportunity available at no cost, to help build ‘Canadian’ expertise within their staff.

Sales data on the Brazilian international education market in 2023 15:30 - 15:55, 3. TiergartenSpeaker:Alexandre Argenta - CEO, Brazilian Educational & Language Travel Association (BELTA)
Description: With Brazil increasingly a focal point for international student recruitment professionals, it is important to take into account both its size and its diversity. The world’s fifth largest country in terms of area and seventh in terms of population, there is no one definition of “a Brazilian student”, making it essential that institutions connect with established, quality agencies, whose regional knowledge is crucial in reaching students across the whole country and not just the major cities.

In this session, we dig deeper into the exciting market that Brazil represents, providing an overview of 2023 sales as reported by agents and the market demands reported by students. Additionally, we’ll look at the destination and programme trends, regional insights, and provide practical tips on working with Brazilian agents.

What do agents want? How agents and educators can better collaborate 16:00 - 16:55, 3. TiergartenModerator:Brendan McGerty - Latin America Regional Director, ICEF
Panelists:Stephen Bwete - Founding Director/Senior Career Advisor, Kirooto Consults International
Ziyad El Mouniri - Founder, Addictest Centers
Claudio Cesarano - CEO, Linguista Sprachaufenthalte
Description: International student recruitment is a challenging endeavour, which requires close cooperation between educators and agents if it is to provide students with the best possible experience. It is, therefore, essential to remember that to form an educator-agent partnership is to enter into a mutually beneficial arrangement, with communication key to its success.

Based on ICEF’s extensive experience of connecting agents and educators, the world-recognised training provided through Academy - Working with Education Agents Course (WEAC), as well as insights gleaned from the Agent Voice survey, this session outlines the expectations of agents, from initial contact through to training and day-to-day operations. With practical tips on best practices, this session is a must for educators, whether experienced in international student recruitment or new to the sector.

Learning objectives:
1. Develop effective communications with Agents
2. Understand the importance of building trust and mutual respect to enhance collaborative efforts.
3. Identify shared goals and objectives to ensure cohesive and unified outcomes.
4. Enhance collaboration through professional development and cultural understanding

The Global ELT market: The UK's standing and future outlook 17:00 - 17:55, 3. TiergartenModerator:Roz McGill - Market Development & Insights Manager, English UK
Panelists:Gary Palmer - Managing Director, Oxford International Education Group
Tregarran Percival - COO, UK Language Courses (UKLC)
Speaker:Ivana Bartosik - International Education Director, BONARD
Description: This session offers a clear look at the global English Language Teaching (ELT) sector, especially focusing on the UK’s role compared to other destinations. It covers how the sector has changed, what is driving these changes, and possible future directions.

Using English UK’s insight partner BONARD’s analysis of the global ELT data, we will discuss the challenges and opportunities facing the global ELT sector today, including how destination popularity is developing, the impact of government policies on student mobility, and the growth of various markets.

Gain insights on the post-pandemic evolution of ELT:
- Understand how the global ELT sector has evolved since the pandemic including the latest (2023) annual data on the eight major ELT destinations and source markets.

- Discover key trends and factors shaping the ELT sector in 2024 and beyond as BONARD provide evidence-based forecasts for the whole of 2024, 2025 and beyond.

- See how the popularity of ELT destinations is changing, and which ones are attracting more students. In this context, the session will analyze the UK’s position globally, and identify its growth drivers, strengths, and areas needing improvement.

By the end of this session, participants will have a clearer understanding of the global ELT market’s future direction, the UK’s role in it, and the factors that will influence its development. Attendees will leave with actionable insights and a realistic perspective on what to expect for the rest of 2024 and beyond.

Unlock new growth: Why Cape Town is the future of English language travel 18:00 - 18:25, 3. TiergartenSpeakers:Stephan Gotta - Trade Specialist, South African Tourism
Ilse Liebenberg - Chairperson, Education South Africa (ESA)
Description: With international student mobility facing increasing restrictions in traditional destinations like Australia, Canada, and the UK, Cape Town is stepping forward as the future of language travel. In this pivotal session, we explore why now is the perfect time to shift your focus to South Africa, a destination with fewer barriers, vibrant culture, and unparalleled educational experiences.

Join Stephan Gotta, a leading voice from South African Tourism, and Ilse Liebenberg, Chairperson of English in South Africa (ESA), as they unveil Cape Town’s unique position in the global English language market. Learn how to capitalize on the city's open-door policies, competitive pricing, and enriching student experiences to expand your offerings and drive more business.

This session will provide key insights into emerging trends, visa advantages, and opportunities to differentiate Cape Town as a go-to destination for English language students.

Discover how Cape Town can help you meet the growing demand for alternatives to the increasingly restrictive policies of incumbent countries. Don’t miss out on this chance to gain a competitive edge in the evolving landscape of international language travel.

Providing medical & veterinary education on a global scale 18:30 - 18:55, 3. TiergartenSpeakers:Philip Jaroslow - Director for International Recruitment, Adtalem Global Education
Dami Olugbode - Associate Director, International Partnerships UK/Africa, Adtalem Global Education
Suji Jeong - Associate Director, International Partnerships - Asia/ANZ, Adtalem Global Education
Description: Adtalem Global Education (ATGE) has three exceptional institutions for international medicine and veterinary students: American University of the Caribbean School of Medicine (AUC), Ross University School of Medicine (RUSM), and Ross University School of Veterinary Medicine (RUSVM). Each institution offers U.S.-modeled curriculums, expert faculty, and a strong network of affiliate partners providing transformative clinical opportunities. Collectively AUC, RUSM, and RUSVM have graduated over 26,000 MD’s and DVM’s into North America and beyond.

How to build effective relationships in 25 minutes • Agencies (for FIRST TIMERS) 14:00 - 14:55, 4. Köpenick I-IISpeakers:Tiffany Egler - Executive Director Event Management & Agent Relations, ICEF
Stephanie Zimmermann - Agent Relations Director, ICEF
Description: This session will provide student recruitment agencies with a step-by-step guide on how to make the most out of their participation at ICEF events in general and ICEF Berlin in particular.

The session will cover the following topics:
- How to maximise your time during the event
- Post-event follow-up and agent contracts
- How to maximise your working relationship with providers

GEDU’s global expansion: Fuelling education growth through strong partnerships 15:00 - 15:25, 4. Köpenick I-IISpeaker:Raj Kapoor - Head of International Student Recruitment, GEDU
Description: Join Raj Kapoor, Senior Director of International Student Recruitment at GEDU, as he discusses the pivotal role of partnerships in expanding global educational opportunities. In this session, Raj will share GEDU’s growth journey and outline its innovative strategies for entering new markets through collaborations with agents, educational institutions, and industry leaders. Attendees will gain valuable insights into how these partnerships have enhanced GEDU’s international presence while positively impacting students worldwide by improving access to quality education.

Learn how partnering with GEDU can drive growth, create opportunities, and extend educational access on a global scale.

Establishing the pillars of industry self-regulation: A collaborative approach 15:30 - 16:10, 4. Köpenick I-IIModerators:Stacey Crosskill - Director, ICEF Academy, ICEF
Nick Golding - VP Government Relations and Strategic Partnerships, ICEF
Panelists:William R. Herrera Garza - CEO / President, Estudiantes Embajadores / AMTE
Ali O'Shaughnessy - Associate Director, Agent Relations, Healthcare Education Student Support Services
Description: In this session we’ll address the thorny issue of industry regulation, and provide a brief summary of ICEF’s work to-date to establish strong pillars from which to build a framework for developing aligned standards and self-regulation.
We’ll be joined by an educator and an agent panellist, and will be strongly encouraging audience participation, as we move into a discussion on what each side of the industry would like to see when it comes to regulatory measures such as accreditation and training.

The increasing appeal of European study destinations in a rapidly changing global political climate 16:15 - 16:55, 4. Köpenick I-IIModerator:Myriam Marchand - Global Business Development Manager, ICEF
Panelists:Stephen Carleton - Global Director of Student Recruitment, IU Group
Tomas Bengtsson - Director International Affairs, University West
Patrice Goujet - Project manager, Campus France
Description: Set against a backdrop of restrictive policy environments in major study destinations such as the UK, Canada, and Australia, interest is growing in a range of study destinations, with countries across Europe proving to be major beneficiaries. Driving this growth are a range of factors including a strategic shift towards sustainable international student recruitment policies. At the same time, international students themselves are increasingly factoring affordability, ease of gaining a visa, the expansion of English language programmes, and opportunities for work (both during and post-study) into their decision-making.

In this presentation, Tomas Bengtsson (University West) and Stephen Carleton (IU Group) will join ICEF’s Myriam Marchand to look at how interest in European destinations has evolved over the last five years, the policy decisions that have affected these changes, the opportunities available across European study destinations, including work rights and programme options, as well as projected challenges for the future.

Promoting wellbeing for international students: Strategies for success 17:00 - 17:25, 4. Köpenick I-IISpeaker:Jannyree Gongora - Sales and Marketing Director, EU Business School
Description: In a world where mental health challenges are pervasive, students are at a critical crossroads. Research shows that 75% of lifetime mental health problems emerge during the college years. As an institution, we recognize our responsibility to provide international students with the tools to navigate these challenges. Our Wellbeing Program is designed to improve overall wellbeing, foster a sense of belonging, and support adaptation to life abroad. By investing in their holistic growth, we empower students to build resilience, form strong connections, and thrive academically and personally in a new cultural environment.

Study in Spain - Differentiation among other options 17:30 - 17:55, 4. Köpenick I-IISpeaker:Ignacio Asin - Manager Agencies International Department, Universidad Europea
Description: Studying in Spain is today an attractive option for students from all continents. The higher education currently offered in Spain, both public and especially private, offers quality standards aligned with the main traditional destinations when it comes to being an attractive option.

In those countries where Spain is closer due to linguistic or cultural tradition, the arguments are more embedded in the mindset of potential students. But: what happens in those countries where Spain is not clearly perceived as an option?

This presentation seeks to offer arguments both for the country as a destination and for university education, so that agents can argue with data and support why Spain is a good option for foreign students.

Beyond the Big Four: The rise of Asian study destinations 18:00 - 18:55, 4. Köpenick I-IIModerator:Josephine (Jo) Phinith - Business Development Manager, ICEF
Panelists:Rob Turner - Director of International Development & Marketing, International College of Liberal Arts (iCLA), Yamanashi Gakuin University
Woo-young Shin - CEO / Secretary-General, Global Education and Services/University Network for International Education-South Korea
Novie Tajuddin - Chief Executive Officer, Education Malaysia Global Services (EMGS)
Tong Zhang - Deputy Section Chief of Red Bird MPhil Program, The Hong Kong University of Science and Technology (Guangzhou)
Description: The traditional "Big Four" study destinations - the US, UK, Australia, and Canada - have long dominated the international education landscape. However, a seismic shift is underway as Asian countries are rapidly emerging as attractive alternatives for students seeking quality education.

Key factors driving this trend include:
Affordability: Many Asian countries offer lower tuition fees and living costs compared to the Big Four, making them more accessible to a wider range of students.

Cultural diversity: While the Big Four offer diverse student populations, Asian countries often boast even greater cultural diversity from locals, fellow students and faculty;, providing students with unique opportunities to interact with people from different backgrounds and perspectives.

Growing reputation: Asian universities are increasingly recognized for their academic excellence, particularly in fields like engineering, technology, and business.

Government support: Many Asian governments are investing heavily in education to enhance their countries' global competitiveness, resulting in improved infrastructure, facilities, and teaching quality.

We will be joined by our panel of experts covering destinations like: China, Japan, Korea and Malaysia to explore:

What trends in enrollment have we seen over the past 10 years?
What has been the answer from governments and institutions to the growing demand?
What makes Asia so attractive to students?
What challenges still exist for institutions and how can they be solved?

Cultural awareness in international student recruitment 14:00 - 14:40, 5. Köpenick IIIModerator:Josephine (Jo) Phinith - Business Development Manager, ICEF
Description: TBA

Women in international education: Overcoming challenges and embracing opportunities 14:45 - 15:25, 5. Köpenick IIIModerator:Ninfa Margarita Gómez Limas - CEO, IE - International Experience
Description: At this special campfire session, you’ll have the opportunity to share your experiences as a woman in international education. Join moderator Ninfa Margarita Gómez Limas for a candid campfire session, where we'll explore together the multifaceted challenges and opportunities that women face in this dynamic industry.

From managing stress and balancing work-life demands to navigating the complexities of female leadership, we'll delve into the topics that matter most to you. This is your chance to connect with like-minded individuals, share your personal stories, and gain valuable insights from others.

All are welcome to participate and, whether you're a seasoned professional or just starting out, your perspective is invaluable. Let's come together to support, inspire, and empower one another as we continue to shape the future of international education.

Optimising the student journey: CRM and data-driven recruitment strategies 15:30 - 18:30, 5. Köpenick IIIModerator:Alejandra Otero - Founder & CEO, geNEOus
Description: This session has a limited number of seats, which will be allocated on a first-come, first-serve basis. Those who have bookmarked the session on Marcom will be prioritised, although it should be noted that this does not guarantee entry. Due to the limited spaces available, it is essential that you arrive at least five minutes prior to the allotted start time, otherwise your space will be reallocated.

Join our upcoming workshop, Optimising the Student Journey: CRM and Data-Driven Recruitment Strategies, led by Alejandra Otero, Founder & CEO of geNEOus, Education Marketing Experts. In this session, you’ll discover how to streamline the student journey from first contact to enrollment by leveraging CRM technology, automation, and data insights. Learn to meet rising student expectations, improve lead nurturing, and enhance your recruitment efficiency. Don’t miss this chance to equip yourself with the tools and strategies needed to deliver personalised, compliant, and effective student engagement at every stage of the marketing, recruitment, admissions, and enrollment funnel.

Learning Outcomes:
- Understand the Student Journey: Gain a clear understanding of the phases of the student journey, from initial discovery to enrollment, and how to map out key touchpoints.
- Leverage CRM Effectively: Learn how a well-configured CRM can enhance student engagement, streamline communications, and track leads throughout the recruitment funnel.
- Improve Response Times: Discover strategies for meeting rising student expectations for immediacy and personalisation in inquiry responses using automation and AI tools.
- Break Down Silos: Identify ways to eliminate inefficiencies caused by departmental silos, ensuring smooth information flow between marketing, admissions, and other teams.
- Data-Driven Decision-Making: Learn how to analyse CRM data to identify friction points, optimise recruitment tactics, and improve conversion rates at every stage of the funnel.
- Ensure Compliance: Understand the importance of integrating GDPR and other privacy regulations into your recruitment communications and CRM processes.
- Enhance Recruitment ROI: Discover how to shift focus from lead quantity to lead quality, ensuring better outcomes and higher ROI through targeted recruitment strategies.

How to best prepare your students for their overseas higher education studies: Language, TNE, Online K12? 14:00 - 14:55, 6. CharlottenburgModerator:Martijn van de Veen - Chief Business Development Officer, ICEF
Panelists:Angel Lozano - Director of Summer Recruitment, TASIS England
Andrew Straughan - Business Development Lead, NCUK
Osama Mohamed - Executive Director, AGES
Description: Various options exist not just to properly prepare prospective students for their overseas HE studies, but especially to improve their chances of admission at higher ranked institutions in popular study destinations. Think of specific pathway programs, specialised language courses, transnational education (TNE), online K12 programmes from renowned education providers or even summer school or exchange programmes.

In this session, our panel of experts will discuss the specifics of such preparatory formats, explore how they help to equip students with the proper skills, knowledge, and cultural understanding needed to thrive in overseas universities, and assess which format best fits which types of students.

Recruiting scholarship-funded students from the Middle East 15:00 - 15:40, 6. CharlottenburgModerator:Vanessa Goulding - Business Development Manager, USA & Canada, ICEF
Panelists:Sarah Crowther - Head of Strategic Partnerships and Programs, Imperial Platforms
Deena Wang - Director, International Recruitment and Admissions, University of Windsor
Description: This seminar will present information on the opportunities currently available to recruit scholarship-funded students, as well as practical advice on how to work successfully with scholarship organisations in the Gulf region, and the latest updates on the various Scholarship Programs from the Middle East.

Agent Perceptions Tracker: Amplifying the agent voice to transform institutional partnerships and drive competitive advantage 15:45 - 16:25, 6. CharlottenburgPanelist:Birgit Hirst - Director Recruitment and Admissions Solutions, Flywire
Speaker:Sara Sandford - Consultant, Edified
Description: In 2024, over 700 agents across 65 countries, and 48 universities in Australia and New Zealand participated in the Agent Perceptions Tracker (APT), providing institutions with invaluable insights into the comparative quality of their agent relationships. APT uniquely offers a data-driven, statistical scoring and ranking of institutions based on agent feedback, delivering a powerful tool for enhancing partnerships. This session will explore how APT gives agents a unified voice to influence institutional strategies, while helping institutions pinpoint areas for improvement to gain a competitive edge. Join us to discover how APT is transforming global recruitment by fostering stronger, more impactful relationships.

ChatGPT for education marketing: Opportunities, strategies and outcomes 16:30 - 16:55, 6. CharlottenburgSpeaker:Philippe Taza - CEO, Higher Education Marketing (HEM)
Description: It’s no secret that AI is changing the digital marketing landscape, including the education sector. These advancements enable institutions to streamline workflows, elevate productivity, and achieve remarkable outcomes in the global student market, all within an incredibly short timeframe. However, this all depends on how well your team can utilise AI and prompt the right results.

In this presentation, Philippe Taza will highlight how your organisation can use ChatGPT to supercharge your team and its international marketing activities. You can expect to learn valuable tips and strategies, gain insight into AI risks and pitfalls, and discover helpful resources for your institution’s continued success with AI.

Australia and New Zealand - Study destination updates and insights 17:00 - 17:55, 6. CharlottenburgModerator:Rod Hearps - Vice President, Oceania, ICEF
Panelists:Akram Mardini - General Manager, Student World
Romez Moukachar - Director, International, UP Education
Ian Aird - CEO, English Australia
Description: Panellists will discuss the latest updates, opportunities, and challenges shaping the future of international education in Australia and New Zealand. We will discuss recent changes in the education landscape, including policy updates and their impact on demand for study in these two destinations.

Employability for international students in a rapidly changing world 18:00 - 18:55, 6. CharlottenburgModerator:Martijn van de Veen - Chief Business Development Officer, ICEF
Panelists:Akshay Chaturvedi - Founder & CEO, Leverage Edu, Fly Finance & Fly Homes
Ghada Ferchichi - Regional Manager, Europe, Hult Prize Foundation
Kofi Agyeman-Duah Boachie-Danquah - Global Sales Manager - International Hub, Private University of Applied Sciences, Göttingen
Saksham Sharda - Communications Director, TETR
Description: International education is an attractive gateway to personal and professional growth, providing students with valuable skills and experiences that are in high demand by employers worldwide. To ensure that international students are indeed fully prepared for a competitive job market, institutions have a responsibility to provide students with suitable support services and initiatives to guide them in their employability development.

In this session, we will explore a range of employability-related programs offered by universities such as internships, industry placements, project-based learning, professional development courses, career counselling and more. We will also assess to what extent such programmes meet the demands of a rapidly changing employment market due to new technologies, international trade, geopolitical events and other factors.

ALTO Open Session – Jim Lawless: Taming Tigers – How to do things you never thought you could 14:30 - 16:00, 7. SchönebergSpeaker:Jim Lawless - Founder and CEO of Symmetry.inc, ALTO Keynote Speaker
Description: Taming Tigers - How to do things you never thought you could

We would like to invite ICEF delegates who are interested in ALTO membership and would like experience a taster session of the high profile professional development opportunities we provide to our members.

Drawing on Jim’s global bestseller, he will deliver a complete toolkit for achieving things you never thought you could.

We’ll explore humility and the transformative power of being genuinely vulnerable. You’ll learn the four dimensions of change and your most potent weapon in delivering transformation. Jim will cover the tools that aren’t taught at school, not even business school, but that Jim and his team have used to build transformation in companies from Diageo to Apple and that he has used to become the UK’s deepest freediver and compete as a televised Jockey just 12 months from sitting on a horse (alongside his day job).

Can the USA reassert its leadership in international student recruitment? 18:30 - 18:55, Köpenick IIIModerator:Ian Cann - VP Americas, ICEF
Description: Gather around the campfire for an engaging discussion on the evolving global landscape of international student recruitment, exploring the potential for the United States to reassert its position as the global leader in this domain. Referencing data and trends from ICEF Monitor, we'll delve into the geopolitical shifts impacting student mobility, with a focus on recent developments in the UK, Australia, and Canada. We'll discuss how these changes may—or may not—present unique opportunities for the U.S., all set against the dynamic backdrop of a presidential election.

Seminar Programme ICEF Berlin 2024

Seminars