ICEF Digital 2024 - Seminar Programme

Morning refreshments and registration 08:00 - 09:00, Auditorium

Opening remarks and welcome 09:00 - 09:10, AuditoriumSpeaker:Martijn van de Veen - Chief Business Development Officer, ICEF GmbH

Technology as Copilot for your international student recruitment 09:10 - 09:30, AuditoriumSpeaker:Florian Trautwein - Commercial Director, Strategic Sales, Microsoft Advertising
Description: The concept of a virtual assistant can be traced back decades but it was in 2022, with the revolutionary launch of ChatGPT, that a virtual assistant arrived capable of producing highly human-like text. Since then, several competitors have joined the market, aiming to develop the most effective model, with Microsoft forming a partnership with ChatGPT creator OpenAI.

Launched in 2023 by Microsoft as Bing Chat, the idea of a 'Copilot' evolved rapidly, offering a wide range of capabilities including citation, summary, and paraphrase, as well as the ability to operate in multiple languages.

In this session, we look at the story, developments, and vision behind Microsoft Copilot, exploring the ways in which virtual assistants bring together and implement the latest innovations in AI and digital technologies, and how a virtual assistant like Copilot is relevant to student marketing and recruitment professionals.

Digital communication channels: The preconception that GenZ doesn't use email 09:35 - 10:15, AuditoriumModerator:Josephine (Jo) Phinith - Business Development Manager, ICEF
Panelists:Franz Riedl - Head of DACH, Intuit Mailchimp
Xenia Muether - Director, Pink Orange Education Marketing
Pernilla Carlstrom - CEO, House of Education
Description: GenZ is the primary target demographic for international student recruitment and, to effectively engage with this generation, it is crucial to understand their communication habits, preferences, formats, and platforms.

For example, one preconception about GenZ is that they hardly use email, meaning that we need to shift to alternative communication channels to meet them in their digital habitat - on a wide variety of social media platforms for example. Another often heard requirement is that communication should be concise, visually appealing, and informal to accommodate an alleged 8-second attention span.

In this session, we'll discuss these and other preconceptions about GenZ and debate whether they are perhaps mere misconceptions. Additionally, we’ll consider whether there really is a need to fundamentally adjust our communication strategies, moving away from email and squeezing our messages into visually appealing formats and soundbites to capture GenZ's attention.

Digital marketing and recruitment: Selecting the best mix of tools, platforms and services 10:20 - 10:45, AuditoriumSpeaker:Oliver Matthews - CEO & founder, 4Uni Solutions
Description: In this session, Oliver Matthews will walk us through the broad range of options available in digital marketing and recruitment, looking at common marketing automation platforms and recruitment specialists. We’ll also consider whether it is better to build your digital team in-house, or partner with external providers; and explore the “build versus buy” dilemma, providing insights from real-world case studies.

As trial and error is a common approach in digital marketing and recruitment, this session builds upon an existing bank of experience, showcasing both successes and, more importantly, failures, allowing you to learn from others and avoid costly missteps.

Case study: The data paradox in digital marketing 10:50 - 11:00, AuditoriumSpeaker:Mariana Macedo - Senior Marketing Manager, ESMT Berlin
Description: In this case study, Mariana Macedo from the European School of Management and Technology (ESMT Berlin) discusses their experience in overcoming the so-called 'privacy paradox.' This phenomenon occurs when individuals express concern for privacy but are often willing to share their data in exchange for convenient services, such as those offered by ChatGPT, Alexa, and Siri.

Data is essential for personalised marketing but it can be challenging to collect, especially when using lengthy forms that can negatively impact conversion rates. To address this issue, ESMT implemented a user-friendly tool that respects users' data preferences and provides transparent information about data collection and usage.

This approach has enabled ESMT to enhance their email communication, build stronger relationships with prospective students, and effectively leverage data through a robust CRM system.

Coffee break 11:00 - 11:30, Auditorium

How modern AI turns clunky chatbots into human-like service desks 11:30 - 11:50, AuditoriumSpeaker:Matt Lanham - CEO & founder, Gecko
Description: In 2023, AI reached a pivotal point, transforming clunky, often disliked chatbots into seamless, human-like interfaces capable of understanding, predicting, and responding to student questions with remarkable accuracy and even empathy.

With international student recruitment agencies supporting hundreds, if not thousands, of students through the recruitment and application process, the benefits of adopting such AI powered chatbots are clear: By reducing the cumbersome work of dealing with routine queries and allowing instant, 24/7 support for students, these AI powered chatbots free up valuable resources and time for recruitment professionals to focus on the more complex and personal aspects of the student recruitment process.

In this session, we will explore the key innovations behind this transformation, showcase real-world examples, and discuss how the future looks as AI begins to drive other critical support processes beyond simple automation of Q&A.

Where is the 'Track&Trace’ in international student recruitment? 11:55 - 12:30, AuditoriumModerator:Martijn van de Veen - Chief Business Development Officer, ICEF
Panelists:Naresh Gulati - CEO & founder, Ascent One
Rachel Fletcher - CEO & Co-founder, UniQuest
Description: In today's highly digitised world, consumers expect quick and complete answers to their queries, and real-time updates on the processes they are involved in, often known as ‘track & trace’.

In international student recruitment however countless prospective student enquiries remain unanswered or are met with lengthy delays, and applicants often lack clear and timely updates on the different stages of their application process. Whilst this is frustrating for students, it also means missed leads and missed opportunities for education providers.

In this fireside chat, our host will interview 2 experts in process management in the student recruitment funnel, on all that is needed to ensure a timely and transparent communication process between applicants, agencies and education providers. We'll delve into the roles, responsibilities and opportunities for recruitment professionals, and especially, zoom into the digital tools that are needed to facilitate real-time communication, similar to a track & trace, in the student recruitment process.

AI language learning as a driver of language travel 12:30 - 12:45, AuditoriumSpeaker:Julia Silvere - Head of Learning and Development, inlingua
Description: Cutting-edge technologies are revolutionising language learning, making it more accessible and effective than ever before. While initially met with scepticism by the language travel sector, concerned about potential competition from new Apps and platforms, these digital innovations are actually fueling a new wave of language travel.

In this session, Julia Silvère from inlingua will explore how AI is effectively transforming language learning, presenting both opportunities and challenges for traditional language learning providers. She'll also discuss how AI is inspiring a new generation of cultural explorers eager to discover their new language and improve their skills in the countries where it is spoken. Discover how AI is boosting learner confidence, turning curious students into eager travellers seeking authentic immersion experiences.

Case study: ASU’s AI powered ‘language buddy’ 12:50 - 13:00, AuditoriumSpeaker:Christiane Reves - Assistant Teaching Professor, Arizona State University
Description: In this special case study, Dr Christiane Reves (Arizona State University’s School of International Letters and Cultures) will present “Language Buddy”. Developed in collaboration with OpenAI as part of the AI Innovation Challenge, Language Buddy supports students in asynchronous online courses with their speaking practice. Serving as a personalised speaking partner, it is capable of adapting to each student’s individual language proficiency level.

Dr Reves will not only share insights into the development and implementation of this AI-powered tool, but she will also present student feedback, demonstrating the real-life impact of Language Buddy upon their studies.

Lunch break 13:00 - 14:00, Auditorium

Blockchain: The fraud-proof technology explained 14:00 - 14:20, AuditoriumSpeaker:Markus C. Hemmer - Professor of IT Management, Program Director, IU International University of Applied Sciences
Description: *in partnership with IU International University Berlin*

Blockchain is most famous for its use in cryptocurrency, but in reality its applications are much wider. At its core, blockchain is a system of recording information in a way that makes it difficult or impossible to change, hack, or cheat the system. This makes it an attractive technology for use in supply chain management, healthcare, voting, and international education.

In international education, blockchain is used for example to create secure and tamper-proof transcripts and diplomas (digital credentials), making it easier for students to transfer credits between institutions, and for employers to verify the credentials of prospective employees. Blockchain can also be used to create a more efficient and transparent system for international student admissions, using the technology to track applications, financial aid, and visa status.

In this session, Dr. Markus Hemmer, Professor of IT Management at the IU International University in Berlin, will explain the basics of blockchain, with clear examples and use cases.

Student perspectives on AI in student recruitment and admissions processes 14:25 - 14:45, AuditoriumSpeaker:Stewart Nutting - Associate Head of Data Analytics, IDP Education
Description: Roughly half of international students state that they have used or expect to use AI tools to help them select a programme and destination for study abroad, but at the same time students seem cautious about institutional use of AI, especially in admissions processing.
The Emerging Futures survey by IDP has investigated how international students feel about the use of artificial intelligence (AI) in planning for study abroad and admissions processing, and in his presentation IDP’s Stewart Nutting will walk us through the results, for example:
In which areas of their degree/application process do students use AI most heavily
Which concerns do they have about AI in HE (e.g. bias, post-uni job availability, plagiarism etc.)
How does the institution's use of AI impacts students' decisions
When looking at the survey results, which differences exist between the different source markets, genders, age brackets, intended fields of study.

Balancing automation with authenticity: Understanding the human factor in digital student recruitment 14:45 - 15:30, AuditoriumModerator:Craig Riggs - ICEF Monitor, Editor in Chief, ICEF
Panelists:Alejandra Otero - Founder & CEO, geNEOus
Leanne Linacre - CEO & Co-founder, Lead5050
Andrew Plant - Senior Business Development Director, QS Quacquarelli Symonds
Description: *in partnership with Lead5050*

From marketing to admissions to enrollment and anything in between, increasingly sophisticated digital tools are available in every step of the international student recruitment funnel and beyond. They provide revolutionary opportunities to improve efficiency, increase quality, create more transparency, and reduce cost & time. And it doesn’t end there: Artificial Intelligence is now making it possible to automate different stages in the recruitment process, in part or in full.

As we rely more and more on technological innovations and automation, questions arise such as
- How far does automation go and what impact does it have on the human factor in the student recruitment process?
- Is technology always the better option?
- What are the ethical implications of using AI in student recruitment, especially in areas like admissions decisions?
And ultimately:
- What is the true, and indispensable human factor in digital student recruitment?

On this panel, moderated by ICEF Monitor’s Editor in Chief Craig Riggs, we aim to answer these questions and debate the human factor in digital student recruitment.

Transformation in admissions: The journey to a 100% digital intake 15:30 - 15:45, AuditoriumSpeaker:Holly Sanders - Chief Transformation Officer, World Education Services (WES)
Description: Any organisation undergoing a digital transformation process must first clearly define its reasons, objectives, and motivations: the 'Why' before the How, When, Where, and so on. This is just especially crucial when aiming for a 100% digital admissions process.

Drawing from her experience, Holly Sanders, Chief Transformation Officer at World Education Services (WES), will guide us through the different steps of a digital transformation process. She will identify key factors, stakeholders, partners and possible pitfalls, all whilst reminding us of the fact that Digital Transformations is not just about technology.

Case study: Harnessing AI to revolutionise international admissions 15:50 - 16:00, AuditoriumSpeaker:Bernie Thompson - VP UK & Australia Partner Admissions, INTO University Partnerships
Description: Bernie Thompson, from INTO University Partnerships, will walk us through the digital transformation of their admissions process, using automation and AI-driven technology. To address the challenge of scaling operations, the organisation has implemented an innovative system to automate and enhance international student recruitment, improving the experience for both students and agents. Bernie will highlight the steps they have taken to implement this project, from recognising the need for change to executing the solution, and provide insights into the successes, challenges, and key learnings from this ongoing transformation.

Coffee break 16:00 - 16:30, Auditorium

The metaverse as a social hub: Building community for international students 16:30 - 16:50, AuditoriumSpeaker:Anna Herasymenko - Senior Product Designer, Meta Reality Labs, Meta
Description: Social activities are a cornerstone of any student's journey, fostering a sense of belonging and community, whether they are international, domestic, or online.

As international students increasingly engage in online, hybrid, and immersive learning environments, emerging digital solutions are required to replicate the fun, freedom, and social connections they typically enjoy in traditional educational settings. This will help them express themselves and build lasting friendships also in digital and virtual environments.

In this session, Anna Herasymenko, Senior Product Designer at Meta, will explore how the Metaverse enables connectivity and a sense of belonging, through examples of virtual campus events, student-led virtual spaces, and enhanced self-expression tools.

Smart money moves smart students: Digital innovations in cross-border payments 16:50 - 17:05, AuditoriumSpeaker:Julie Armstrong - Global Head of Education, Industry Solutions and Partnerships, Convera
Description: Fintech, which refers to innovative digital solutions that enhance financial services, has revolutionised international payments and helped to streamline processes for education agents and their clients.

Advanced payment technologies ensure that students, agencies and universities benefit from seamless financial transactions and international tuition fee payments and cross-border transfers become more efficient, reliable, and secure.

The fintech landscape however is not always an easy one to navigate, especially in an international context. In this session, Julie Armstrong, Global Head of Education, Industry Solutions, and Partnerships at Convera, shares her views, experience and insights on fintech and international education, and will guide us through the latest digital innovations in cross-border payments.

How new technologies are reshaping standardised language testing 17:10 - 17:50, AuditoriumModerator:Martijn van de Veen - Chief Business Development Officer, ICEF
Panelists:Bronagh Rolph - Head of Assessment, HE & Adult, Cambridge English
Steven Duggan - Vice President, Vollee
Arum Perwitasari - Academic Relations Lead, EMEA, ETS
Description: Standardised language tests play a crucial role in providing uniform measures of reading, writing, listening, and speaking abilities, ensuring fair comparisons among test-takers for academic admissions and professional certifications.

AI technologies, including natural language processing and machine learning, are expected to revolutionise standardised language testing through increased speed and efficiency: By automating the evaluation of responses and providing instant feedback. Moreover, AI can adapt assessments in real-time based on a test-taker's performance, offering a personalised experience that traditional tests cannot provide.

While the potential benefits of AI are promising, concerns about bias, security, and privacy, as well as the need for human oversight, must be carefully considered. On this panel representatives of leading and upcoming test providers will explore the future of language testing in the age of AI, and discuss the potential benefits and challenges of AI-powered testing, as well as strategies for ensuring fairness, accuracy, and ethical standards.

Case study: Harnessing GenAI & student data to enhance retention, academic success and administration 17:50 - 18:00, AuditoriumSpeaker:Nina Kunkel - Head of Public Sector Partners DACH, Amazon Web Services (AWS)
Description: Artificial intelligence is reshaping the education landscape across various key areas in international education, like learning, administration and student retention.
In terms of learning you can think of personalised learning paths, tailored content, and adaptive exam formats, ensuring a more effective and engaging educational experience.

When it comes to administration, especially in the often rather complex international student recruitment process, application processing and timetabling can be streamlined and automated.

And in terms of student retention, especially relevant for international students, AI powered platforms can help predict student academic success by analysing vast amounts of data, identifying those students who may require extra support. This enables education providers to implement targeted interventions aimed to decrease dropout rates and enhance overall academic performance.

In this session, Nina Kunkel from Amazon Web Services will walk us through examples of these innovations, and how they are implemented by education providers.

ICEF Digital evening reception 18:00 - 20:30, AuditoriumDescription: We invite all ICEF Delegates to join us for some final networking in a pleasant atmosphere with drinks & canapés and stunning city views at "Hugos's," the iconic rooftop bar on the 14th floor of the Intercontinental Berlin.

Digital twins: A must-have for international education marketing? 10:30 - 11:00, Campfire sessionsModerator:Vlado Damjanovic - Global Partnerships & Business Development, Beyond42
Description: A “digital twin” in the context of international education, is typically a digital replica for example of a physical campus, student accommodation, library or other relevant building. It's a highly detailed, interactive 3D model that mirrors the real-world environment, allowing prospective students to virtually explore the premises of the education providers they are considering.

With GenZ and Gen Alpha growing up in digital and immersive environments, one could argue that a website with a slick campus video, let alone a printed brochure, are no longer enough to entice the next generations of international students. The question therefore becomes: Are “digital twins” A must-have for international education marketing?

This campfire session is moderated by Vlado Damjanovic from Beyond42.

Agencies: Is opposition to digital innovation your biggest competitor? 11:30 - 12:00, Campfire sessionsModerator:Shamim Ghani - Director Sales & Marketing, SAMS Global Solutions
Description: Is the recruitment of international students primarily an art and is this resulting in agents being reluctant to invest in technology, citing the art of relationships being the key factor in growing a successful business? Let’s discuss the factors that may, potentially, be hindering the adoption of technology among international student recruitment agencies. For example, despite the known benefits of advanced CRM systems, AI-driven analytics, and digital communication tools, do we think many agencies remain reliant on traditional methods of recruitment? Key barriers could include limited digital literacy among agents, concerns over data security, resistance to change, and the perceived high cost of technology implementation. A discussion about these challenges allows us to discuss how the industry can better leverage technology to enhance efficiency, improve student experiences, and stay competitive in a rapidly evolving global education market.

This campfire session is moderated by Shamim Ghani, Director, Sales & Marketing at SAMS Global Solutions Ltd.

Online learning, international education: Two sides of the same medal? 12:30 - 13:00, Campfire sessionsModerator:Mathew Jacobson - President & Founder, Kennedy University
Description: An “international student” is typically defined as "an individual who physically crosses an international border to participate in educational activities in a different country from their own."

However, in today’s rapidly evolving, multidimensional and interconnected digital world, one could argue that a student who:
- studies online in their home country at an institution in another country;
- collaborates with students from various nationalities in online projects and/or
- engages in a virtual internship internationally
could also claim that they are an international student, even without physically crossing any border.

Mat Jacobson, CEO and founder at Ducere Global Business School, will moderate this campfire session and invite the campfire audience to share their views, experience and insights on today’s definition of an international student.

Are recruitment professionals underestimating the ‘digital shock' phenomenon? 13:30 - 14:00, Campfire sessionsModerator:Elizabeth Newall - Senior sector specialist (digital transformation), JISC
Description: We are all well acquainted with the concept of ‘culture shock’ and as professionals in international student recruitment, we offer guidance, support, and a hospitable environment to ensure a seamless transition, fostering comfort and a sense of support for our students.

But what about the phenomenon of “digital shock”? Do we prepare our students enough for the different types of applications, software, and the broader digital infrastructure they will encounter overseas, be it for education, local services, government or transportation? Do we prepare them enough for what's termed 'digital shock,' causing students to face difficulties on transition that can impact them negatively for weeks if not months?

Elizabeth Newall from JISC, the UK agency specialising in digital technology for education, research, and innovation, will moderate this campfire session and invite the campfire audience to engage with their own views, experiences and insights.

The truth behind the ratings: How reliable are online reviews? 14:30 - 15:00, Campfire sessionsModerator:Paul Humphreys - Founder & CEO, StudentCrowd
Description: Online ratings, testimonials and reviews of schools, courses and destinations can be powerful tools for education providers, as they are valuable tools to help international students with their decision making process. Research indicates that online reviews in general have an important impact on brand image and consumer behaviour.

The rise of fake reviews and review manipulation however, have a significant impact on review credibility, raising concerns for both students and education providers and the need for initiatives to deliver credible reviews has gained attention.

Paul Humphreys from Studentcrowd will moderate this campfire session and invite the campfire audience to engage with their own views, experience and insights on the topic of online testimonials, reviews and ratings.

Is the human factor in recruitment under pressure? 15:30 - 16:00, Campfire sessionsModerator:Paris Childress - CEO & Founder, Hop Online
Description: Rapidly advancing technologies using the latest artificial intelligence innovations have a profound impact on every step in the recruitment funnel, from marketing to recruitment to admissions and beyond. What does this mean for the human factor in the entire process? Will we soon rely entirely on data, AI and algorithms? Should we be concerned and are we slowly becoming obsolete in the process, or should we be excited as we now get to focus even more on the human factor in international student recruitment?

This campfire session follows right after the panel discussion in the main room titled "Balancing automation with authenticity: Understanding the human factor in digital student recruitment” and allows delegates to share their own views, concerns, insights and opinions on this important topic, moderated by Paris Childress from Hop Online.

AI is making marketers lazy - go out and do the hard work instead! 16:30 - 17:00, Campfire sessionsModerator:Guus Goorts - Author, Guus Goorts (Consultancy)
Description: Sure, AI can automate tasks that were previously manual, but it's not a silver bullet. Unless you use it thoughtfully, it will likely create more problems than it solves. In what ways are you and your team really using AI? What works, and where have you had to step back? This campfire session is the place to share and learn.

How can we avoid bias in AI driven student recruitment? 17:30 - 18:00, Campfire sessionsModerator:Rachit Juneja - COO, Fly Finance & Fly Homes
Description: Decision making processes in international student recruitment rely on robust data collection. This allows us to automate tasks, minimise expenses, and improve overall efficiency.

However with AI increasingly driving the student recruitment processes a number of questions arises, such as:
- How do we ensure that all data is reliable and unbiased - is that even possible?
- Is today’s data sufficient for tomorrow’s decisions?
- Is data enough to automate processes that also require insights into factors like creativity, personality and ambition?

We will discuss all the above in this final campfire session of the day, moderated by Rachit Juneja from Fly Finance & Fly Homes.

Seminar Programme ICEF Digital 2024

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