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UAE Country Partnership MeetingSpring Gardens, 8 October 2010
Mr Abdul Rahim Al-Marri, UAE Cultural AttacheKate Owen, Director Dubai, Deputy Director UAE, Regional Manager Education UKTim Carnley, Education UK Promotion Manager, UAE
Country Partnership Meeting Agenda
Guest Speaker 1000 – 1100
UAE Cultural Attache – Mr Abdulrahim Al-Marri
UAE Market Update 1115 – 1215
Lunch 1215 – 1245
Interactive presentation 1245 – 1315
Update on research activity
UAE Scholarships update
TNE in the UAE
Open discussion 1315 – 1345
Market Update Agenda
Macro environment analysis – PESTEL and recent events
Micro environment analysis – competitors and the industry
Analysis of the UK’s position in the market
Strategic fit – Strengths/Opportunities, Weaknesses/Threats and the market for UK education
Education UK objectives and activities
PESTEL Analysis – Political
Increasing profile of Abu Dhabi – the most significant political shift came with Abu Dhabi’s $10b bailout of
Dubai’s debt in November 2009 and the renaming of the Burj Khalifa Tower
2010-2020 thought by some to be ’Abu Dhabi’s decade’, in contrast to the last decade belonging to Dubai
Federal/state issues – Ministry of Higher Education and Scientific Research and Knowledge and Human
Development Authority’s University Quality Assurance International Board
Top-heavy decision making will never change
Growing concerns of regional stability, but UAE itself remains stable
PESTEL Analysis – Economic
Conflicting reports…
Sheikh Mohammed Bin Rashid Al Maktoum - ’Dubai’s vision is unchanged’
Dubai World debt successfully restructured – growing confidence?
Hotels opening across the UAE, retail sector boost and rise in oil price
Other reports suggest a more dismal outlook for Dubai this Autumn
Recovering, but at a slow rate
Abu Dhabi has invested a great deal in ’reinventing itself’ - Abu Dhabi 2030 aims to grow GDP to $416 billion with
non-oil economies supplying 64%
PESTEL Analysis – Social
Population estimated at 8.19m in May report from National Bureau of Statistics, with a drop in the Emirati % - likely to be closer to
5m
Trends - globalisation, living standards, empowerment of women, blurring of some traditional roles/values
Young population – majority (80%) still in 15-59 age bracket, median age 30
Increase in school attendance rates to over 750,000, with significant increase in students attending private schools, including
Emirati families
Recruitment picking up - 33% increase in vacancies in second quarter of 2010, 45% up on same period last year (www.bayt.com)
80% of Arab respondents wanted to work in public sector in the future (TNS Audience Research Summer 2010)
PESTEL Analysis – Technological
‘Online state’
Blackberry - security issues
SMS promotions taken seriously – 42% find it interesting & 52% find it influential (TNS Audience Research Summer
2010)
High penetration (71%) and depth of internet usage, 86% across GCC involved in forums and chatting. 3% looking for
education-related information, but this is second only to emails and chatting (TNS Audience Research Summer 2010)
Infrastructure projects – new airports, nationwide railway
UAE takes a seat on International Atomic Energy Agency
PESTEL Analysis – Environmental
En vogue - awareness raising and initiatives (green building codes etc.) are numerous but public
action/understanding remains low
Abu Dhabi taking the lead – Masdar City, raising awareness by including environmental studies in school curriculum
Water consumption/conservation a key issue
UAE continues to hold environmental summits/conferences - environmentally friendly tourism
Emirates Environmental Group the only dedicated organisation
Public transport initiatives
PESTEL Analysis – Legal
Licensing and quality assurance a key priority at KHDA
Freezones provide relatively straightforward procedures for establishing a presence, but very
little legal power held by foreign organisations
Male non-nationals required to leave at 18 yrs
Construction Law – British University in Dubai and King’s College London
Dubai
Zayed University Dubai begins classes for male students to widen currently limited federal HE options, with over 100 in the
first intake – future PG recruitment opportunity?
Abu Dhabi
ADEC (Abu Dhabi Education Council) launches school overhaul and Higher Education Strategy (www.adec.ac.ae)
Kaplan International Colleges foundation course at IAT (Institute of Applied Technology)
Minister of HESR keen to eliminate remedial foundation programmes in HE institutions
Zayed University to move to new state-of-the-art campus in 2011
Recent events in the Emirates
Sharjah
Teaching hospital to open next year, affiliated to University of Sharjah
Ras Al Khaimah
American University RAK established on old George Mason campus, following a similar model to American Universities in
Dubai and Sharjah
Recent events in the Emirates
Competitor Analysis
IDP runs a roadshow alongside NAJAH exhibition in Abu Dhabi, also taking institutions to Dubai
and Al Ain
Specific areas of Canada and US recently arranged agent fam-trips, organised by institutions
US raising profile through NYU in Abu Dhabi and research alliances
Europe: Alliance Francaise begins school visits, DAAD present at large scale exhibitions
Malaysia takes huge stands at UAE exhibitions
British Council estimates using data from the following sources: AEI, Statistics Canada, IIE, HESA, Dept. of Education NZ, UNESCO. * Latest available UNESCO data are for 2006-07, Canada data are for 2005-06.
UAE-domiciled students in major competitor markets 2007-8
UK45%
India4%
USA18%
Ireland2%
Australia10%
Jordan2%
Canada11%
Other8%
British Council estimates using data from the following sources: AEI, Statistics Canada, IIE, HESA, Dept. of Education NZ, UNESCO. * Latest available UNESCO data are for 2006-07, Canada data are for 2005-06.
UAE Nationals in major competitor markets 2007-8
India6%
UK26%
USA25%
Ireland3%
Australia13%
Jordan2%
Canada14%
Other11%
Agents in the UAE
Dubai
New to us - Australian Agency for Education and Training, Premiers Management Consultancy
Concerns about payment of commission
Canadian and US fam-trips
Increase in applications
Some concerns about their own role and maintaining competitive edge
www.educationuk.org/me - list of agents, soon to be updated with new cohort of trainee counsellors
Agents in the UAE
Abu Dhabi
Experienced an increase in UK enquiries after the summer
Business, IT, Engineering, MBA - law courses new to the market
Medicine-specific agent saw increase in UK numbers
2 agents we contacted for feedback sent a combined 52 students to UK this year
Concerns about turnaround time and feel other countries respond faster, but generally happy with working relationships with UK
institutions
Concerned about lack of MoHESR scholarships to UK, as this results in business for some agents
Participating in Canadian, Australian and US mini-exhibitions
29% increase in Emirati applications on March-September last year
81% increase in Emirati applications in first year of PBS
Issue rate for Emiratis around 88%
Overall issue rate for UAE (including Pakistan and Iran applications) is 67%
Recap of 2008 figures – 5444 (Abu Dhabi: 4108, Dubai: 1336)
Visas – UKBA feedback
Gulf relatively straight forward compared to other high-risk regions
Stakeholder engagement has helped significantly, with British Council and ADEC
Some applicants still not providing original education certificates mentioned in their CAS record
UKBA advises institutions to use the ‘Sponsor Note’ section to enter any additional details, and make sure
to issue new CAS for each application (obviously difficult if student doesn’t inform institution!)
When in-country contact Ian Walker, Entry Clearance Manager, at [email protected] for a visit
(Abu Dhabi only)
Visas – UKBA feedback
Level of HE study of UAE domiciled students 2003-2009
Source: HESA student record (2010)
Level of Study 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 Growth Postgraduate Research 255 295 310 320 340 355 4.4%Postgraduate Taught 600 560 670 685 780 990 27%First Degree 690 840 970 1085 1135 1255 10.6%Other Undergraduate 100 115 140 130 170 225 32.4%Total 1645 1810 2085 2220 2425 2825 16.5%
Jan-June 2010: visa applications 729, issued 510, refused 183
Source: HESA Student Record (2010)
Level of HE study of UAE domiciled students 2003-2009
0
200
400
600
800
1000
1200
1400
PostgraduateResearch
Postgraduate Taught
First Degree
Other Undergraduate
Trends in the UAE international student market
PG Research – slight increase
PG Taught – substantial growth, over half of actual new students
UG First degree – around 30% of actual new students
UG Other undergraduate – substantial growth on last year, between 50 and 60 actual new students
(Bachelors courses in a range of fields, mostly aged 18 to 23)
The UAE in context: level of HE study of Gulf domiciled students 2003-2009
Country 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 GrowthUnited Arab Emirates 1645 1810 2085 2220 2425 2825 16.5%Bahrain 870 965 990 960 1030 1040 1%Kuwait 805 885 980 1165 1340 1615 20.5%Oman 1495 1160 1140 1325 1875 1310 -30%Qatar 420 510 515 600 735 980 33.3%Saudi Arabia 2200 2445 2765 3265 3880 5640 45%Yemen 470 240 165 195 175 150 -14.3%Total 7905 8015 8640 9730 11470 13560 18.2%
Source: HESA Student Record (2010)
Popular subjects for UAE students
Source: HESA Student Record (2010)
UCAS applications
Source: UCAS, (*2010 acceptances not yet complete)
Applications Acceptances2007 568 3242008 708 3742009 808 4352010 836 371*
70% male, 30% female basically consistent across the board (Emiratis 80% male to 20% female, Indian
nationals 60% male to 40% female)
Nationalities: Emirati (around 40%), Indian, UK, Pakistan, unknown, Jordan, Egypt, Iran, Canada,
Lebanon
First degree optimum age 18-20, postgrad 35+ followed by 30-34
Overall issue rate for UAE (including Pakistan and Iran applications) is 67%
Recap of 2008 figures - 5444 (Abu Dhabi: 4108, Dubai: 1336)
Demographics summary
Source: HESA Student Record (2010)
Students from UAE in further education 1996–2007
Sources: Department for Employment and Learning (2008), Further Education Statistical Record, Northern Ireland; Learning and Skills Council for England (2008), Individualised Student Record (2008) for Wales; Scottish Further Education Funding Council (2008)
UAE Domiciled Students in UK Further Education
0
200
400
600
800
1000
1200
1996-97
1997-98
1998-99
1999-00
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Gulf students in UK ELT 2006-2008
Strengths and Opportunities
Strong perceptions of quality among students - the first choice for families?
PR campaigns based on quality
British Council and British Embassy support in Abu Dhabi
Abu Dhabi school and institution visits
UK qualifications valued highly by employers
Promoting work opportunities in the UAE to existing students, PR based on Success Stories
Work opportunities
Highlighting opportunities for students to gain work experience/pay for fees
1yr Masters courses - almost half people in 30-39 age bracket believe minimum Masters is critical to
success (TNS Audience Research Summer 2010 - GCC regional)
Identify source institutions/companies for PG specific future promotion
Strengths and Opportunities
Cultural diversity / tolerance - 60% of regional respondents have a positive perception of the UK (TNS Audience Research
Summer 2010)
PR campaigns
Provision of suitable care and support
Physical proximity to UAE
PR campaigns
Largely good relationship with agents
Next step a fam-trip?
Switch to private education by many Emirati families
Identifying schools with high ratio of locals for visits
Success of partnerships with Higher Colleges of Technology
Regular contact with Education UK to identify areas of collaboration
Other opportunities
Social media and online promotion
Alumni
Exhibitions
Visits by high level staff
Attendance at local conferences - use Education UK as a source of advice
Weaknesses and Threats
Slow turnaround of university applications (in contrast to US and Australia)
Agents/scholarship organisations continue to send to competitor countries
More synergy between Arab system and competitor education systems
Lose students to competitor countries
Quality and type of accommodation
Perception of support level deteriorates
Expense
Expatriate students turn to other countries, or stay in the UAE
Marketing the UK
Diversity and natural beauty
Multicultural museums, music and markets
A Britain beyond London
Modern luxury and Britain’s status as an island
Efficiency and expertise in getting things done
Home of the English language - 46% of respondents felt they lacked suitable language skills (TNS
Audience Research Summer 2010 – GCC regional)
Education UK UAE objectives 2009-10
1) To increase awareness of UK education and the number of UAE students studying in the UK at all levels - HESA
stats suggest 16% increase, applications up, 5000 T3 contacts reached in 2009-10
2) To develop ambassadors for UK education – support to increasing number of agents, scholarship office
support, Success Stories due this year
3) To secure the UK’s position as a leader in international education and build strategic partnerships and alliances
between UK and UAE institutions – 6 PMI2 Connect research partnerships and travel grants
4) To ensure the quality of the student pre-departure experience – summer 2010 sessions saw highest attendance
rates so far
Education UK UAE objectives 2010-11
1) Raise quality of engagement with students
2) Identify ways for Education to add value for students
3) Increase public exposure of UK education
4) Raise quality of engagement with schools
Education UK UAE stakeholder engagement
Agent support
Information sessions, social events, joint events, visa training with UKBA, newsletters
Scholarship office support
Visa training with UKBA, newsletters
School Counsellors’ Club
Visa training with UKBA, UCAS training, pathways to UK education
Annual pre-departure briefings
Highest attendance to date - almost 100 across 3 sessions
School visits
Dubai, Abu Dhabi, Sharjah, Ras Al Khaimah,
Upcoming Education UK UAE activities
Launch of new Education UK website
Within this year
Education UK Exhibition January 2010
Kuwait 12-13
Abu Dhabi 16
Dubai 17-18
Bahrain 20
Market research
…
Recent/upcoming external education events in the UAE
Sharjah Education Show 2010 – currently taking place
Traditionally quiet exhibition for local players
GETEX Autumn 2010 – October and November
Bahrain, Kuwait, Dubai
NAJAH Education Training Careers 2010 – October 19-21
Abu Dhabi National Exhibition Centre’s flagship education event - showcase for local providers
Global Vision UK Exhibition – end of October
UAE Education Conference – 5-6 October
First education conference, organised by Emirates Centre for Strategic Studies
UAE Education UK Team
Kate Owen - Regional Manager Education UK, Dubai
Tim Carnley - Education UK Promotion Manager, Dubai
Joann Mazarello - Education UK Advisor, Dubai
Amal Serhan - Education UK Advisor, Dubai
Sara Himoudi - Education UK Advisor, Abu Dhabi