The Australia New Zealand Agent Workshop
The region’s largest B2B event for buyers & sellers of education, work, youth and
student travel
Pullman & Mercure Melbourne Albert Park, April 13 - 15, 2016
Connect. Recruit. Grow.
ANZA Seminar Programme • Wednesday April 13, 2016
14:00
14:45
14:50
15:35
State Room 1
State Room 2
State Room 3
The Role of the Overseas Students
Ombudsman and Lessons Learnt
Christopher Roberts,
Director, Overseas Students Ombudsman
(OSO), Australia
Provider Welcome + Workshop Overview How to Maximise your Experience
Gavin Hopper,
Market Development - ICEF Asia Pacific,
ICEF, Australia
Agent Welcome + Workshop Overview How to Maximise your Experience
Seher Neöz,
Business Development Manager,
ICEF, Germany
Audience: All
Audience: Providers
Audience: Agents
English Language Proficiency Testing for
New Student and Work Visas What Agents Need to Know
Helen Cook,
Associate Director (Client Relations)
Australasia, ETS TOEFL, Australia
Cath Moore,
English Language Consultant
ETS TOEFL, Australia
Global Trends and Disruptors in International
Student Mobility - Where are International
Students Going and Why?
Rod Hearps,
Vice President, Asia Pacific, ICEF, Germany
Audience: All
15:40
16:30
Audience: All
16:30
17:00
Chris Evason
Managing Director, PIER Online,
Australia
Audience: Agents
Audience: Agents
Ageing and International Education
(Global Welfare Summit 2016)
Marcus Ganley,
Executive Director - Legal & Corporate
Affairs,
CHARLTON BROWN, Australia
Agent Training and Professional Profile
Markus Badde,
CEO,
ICEF, Germany
Rethinking Marketing
Mike Henniger,
Vice President, Sales & Marketing,
ICEF, Canada
International Education Agent Project:
Australia’s First Quality Assurance System
for Agents
Phil Honeywood, Chief Executive Officer,
International Education Association of
Australia - IEAA
Audience: All
Audience: All
Refreshment break
State Room 3
17:00
18:00
18:00
19:00
New Zealand - Small Country, Big Opportunities
Sam Heeney, International Events Manager, Education New Zealand
Celia Coombes, Sector Relationship Manager (Education), Immigration New Zealand
Audience: All
Australia - Future Unlimited
Brett Blacker, Chief Executive Director, English Australia
Marie Hill, Senior Education Adviser, AUSTRADE
Alice Maclean, Director, Student and Graduate Visas, Department of Immigration and Border Protection
Ben Houston, Director, Systems and Compliance Section, Policy and Systems Branch, International Group, Australia Government
Department of Education and Training
Audience: All
Contact and further information: Tel: +61 7 5545 2912 (Australia) ► icefasiapacific@icef.com ► www.icef.com/anza
14:00 - 14:45
The Role of the Overseas Students Ombudsman and Lessons Learnt
Mr. Christopher Roberts
State Room 1
Audience: All
►Session description
The Overseas Students Ombudsman has been investigating complaints and external appeals from intending,
current and former international students about private education providers in Australia since April 2011. This
session will provide information about the role of the Overseas Students Ombudsman, the common complaints
we receive as well as the key issues and trends we have seen over the last five years. This session will highlight
the good and poor practices we see by both education providers and education agents with an emphasis on how
providers and agents can use this information to improve the services they provide to international students.
►Speaker
Christopher Roberts
Director,
Overseas Students Ombudsman (OSO),
Australia
Chris Roberts is the Director of the Overseas Students Ombudsman and Immigration Strategy Teams at the
Commonwealth Ombudsman’s office. It provides a free, independent and external complaints and appeals process
for overseas students and private registered providers. The Overseas Students Ombudsman also provides best
practice complaints handling advice and training to private providers. Prior to this, Mr Roberts was the Director
of the Law Enforcement Ombudsman Team, State Director, ACT and South Australia, of the Commonwealth
Ombudsman’s office. He has previously served as The Manager of the Welfare Rights Centre SA Inc, Senior
Advocate with the Department of Social Security, served terms on the Social Security Appeals Tribunal, lectured
part-time for University South Australia and had a long clerical career with the Department of Social Security.
Page 2 of 12
14:00 - 14:45
Provider Welcome + Workshop Overview - How to Maximise your Experience
Gavin Hopper
State Room 2
Audience: Providers
►Session description
This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF
Workshops in general and the ANZA Workshop in particular. The session will cover the following topics:
• Preparation prior to the workshop
• Workshop parameters and how to maximise your time during the event
• Post-workshop follow-up
• How to maximise your working relationship with agents
►Speaker
Gavin Hopper
Market Development - ICEF Asia Pacific,
ICEF,
Australia
Gavin currently advises ICEF clients throughout the Asia Pacific region on how to maximise their resources to
source international students using quality student recruitment agents. ICEF connects educators, education agents
and industry service providers to key markets and networks worldwide, supporting the growth and development of
international education and student mobility. Through ICEF’s various services, education institutions and agents
achieve results and efficiencies in growing and diversifying international student enrolments.
Gavin's previous roles have included recruiting international students for the University of Ballarat and the Faculty
of Business, Monash University. He has also worked for a large student recruitment agency. Experienced with
outsourcing logistics, printing and admissions services offshore, Gavin has assisted his clients to benefit from
implementation of these processes. He has also managed work & travel programs into Australia, and developed
online course content for an internet trading company.
Page 3 of 12
14:00 - 14:45
Agent Welcome + Workshop Overview - How to Maximise your Experience
Seher Neöz
State Room 3
Audience: Agents
►Session description
This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF
Workshops in general and the ANZA Workshop in particular. The session will cover the following topics:
• Preparation prior to the workshop
• Workshop parameters and how to maximise your time during the event
• Post-workshop follow-up
• How to maximise your working relationship with providers
►Speaker
Seher Neöz
Business Development Manager,
ICEF,
Germany
Seher joined ICEF in 2009 as a Business Developer for the Turkish, Middle Eastern and selected European markets.
Her main duties are to assist and advise educational institutions new to working with education agents and/or new
to ICEF Workshops and helping clients to select the most appropriate ICEF services to increase their international
student enrolments. In addition Seher is responsible for recruiting quality agents from Turkey, Africa and some
Middle Eastern countries to our events around the world.
Seher gained a Bachelor of Arts with Honours in Translation Studies at the London Metropolitan University and also
graduated in Translation Studies and Political Sciences from the University of Bonn.
Page 4 of 12
14:50 - 15:35
English Language Proficiency Testing for New Student and Work Visas What Agents Need to Know
Helen Cook & Cath Moore
State Room 1
Audience: Agents
►Session description
Applicant choice of English language proficiency tests for student visa and post study work visa applicants is now
well established by the Australian Department of Immigration and Border Protection (DIBP).
The planned mid-year changes to the student visa in Australia mean agents will need to review the English test
choices that apply under the new framework. For some institutions in countries regarded as higher risk by DIBP,
only the DIBP approved English tests will be applicable for a wide range of institutions.
Research shows that applicants consider a range of factors in choosing in which English test they should invest
their time and energy. Online options and social media also play a role in student choice as applicants consider
study options.
Applicants also need assistance with English test planning and preparation. This session will cover some of the
free and for purchase options available for the TOEFL iBT® test, the most widely available English proficiency test
globally.
►Speakers
Helen Cook
Associate Director, Client Relations (Australasia),
ETS TOEFL,
Australia
Helen Cook is the Associate Director Client Relations (Australasia) for Educational Testing Service (ETS), the
largest not-for-profit research and measurement company globally. As a consultant and researcher with over 25
years experience, Helen works with education institutions, organisations and government regarding the TOEFL
test, the most longstanding English proficiency test worldwide. Prior to joining ETS, Helen held senior management
positions in international higher education at one of Australia’s largest universities. From 2008- 2012, Helen Cook
was Vice-President of the International Education Association of Australia (IEAA).
Cath Moore
English-language Consultant (Australasia),
ETS TOEFL,
Australia
Catherine Moore has over 25 years experience in the international education sector both in Australia and overseas.
She has extensive experience in managing and teaching across the sector in tertiary, high school, VET and
private ELT centres. She worked with young learners as Academic Manager of John Paul International College,
Queensland, Australia; a language centre providing High School Preparation, Primary School Preparation and
Foundation Courses for overseas students. She is currently employed as an English Language consultant for ETS
Global providing professional development on the TOEFL iBT.
Page 5 of 12
14:50 - 15:35
Global Trends and Disruptors in International Student Mobility - Where are International Students
Going and Why?
Rod Hearps
State Room 2
Audience: All
►Session description
Rod will review recent global trends in international student mobility, including supply and demand, trends for Australia's
major competitors, and the rise in popularity of non-English speaking study destination countries. The key drivers for
international student referrals and enrolments, including the role and impacts of migration policy and work rights, will
also be examined.
Part 2 of the presentation will focus on disruption and innovation within the industry, including rising regulation and
consolidation. The rise of transnational and in-country delivery models, web based technologies, digital language
learning, international schools and other important trends will also be discussed.
►Speaker
Rod Hearps
Vice President, Asia Pacific,
ICEF,
Germany
Rod Hearps is passionate about the international education industry. For over 25 years Rod has sought to innovate
and create better ways of connecting educators, agents and international students. In the 90's Rod owned and
managed a student recruitment agency, with offices in Japan and Australia, then served as Principal and Marketing
Manager of an Australian ELICOS College. Rod has been involved in the ownership, management and marketing
of numerous international education companies, including ICEF Asia Pacific, EdMedia and Hyperstudy.com. Rod
currently manages the Asia Pacific region for German based ICEF.
Page 6 of 12
14:50 - 15:35
Agent Training and Professional Profile
Markus Badde & Chris Evason
State Room 3
Audience: Agents
►Session description
An overview of how the Australian EATC (Education Agent Training Course) and the IATC (ICEF Agent Training
Course) help professionalise and promote agency counsellor practices, through online programmes, web-listings
and free mobile applications.
The EATC (Education Agent Training Course) is an agent training course aimed at agents sending students to
Australia. The EATC provides information about the Australian education system and Australia as a study destination,
as well as education quality assurance issues and the Australian visa regulation system. Qualified Education Agent
Counsellors are publicly listed at www.eatc.com/qualified_agents/
The IATC (ICEF Agent Training Course) is a practical, professional training course developed by ICEF for education
agency-based student counsellors. The course is available online and free of charge to agency student counsellors
in a self-paced modular format. Participants who complete the IATC assessment successfully are issued a
certificate, certifying them as ICEF Trained Agent Counsellors (ITAC). Agencies with at least one ITAC on their staff
are featured in an agency locator at www.icef.com/icef-agent-training/iatc/itac-finder/
The Qualified Education Agent (QEA) App, geo-positions agents who have undertaken recognised training programs
on a free- iOS and Android mobile app.
This session will introduce the EATC and the IATC, their contents, how to access these training courses and the
benefits that these provide to increasing an agents professional profile.
►Speakers
Markus Badde
CEO,
ICEF,
Germany
Markus Badde is the CEO of ICEF GmbH, connecting international educators and student recruitment agents to
key markets and networks worldwide, helping them to achieve the results and efficiencies they require in growing
quality international student enrolments. He has a background in journalism and publishing, having studied at
CELSA (Sorbonne University – Paris IV) and worked in the media and communications sector in France during
the 1980’s before co-founding ICEF in 1991. After that, Markus held various senior marketing positions over eight
years at Cisco Systems, the world leader in Internet networking. He is a member of NAFSA, the EAIE and other
international associations, and presents regularly on topics related to international education. Markus speaks seven
languages fluently and is at home nearly anywhere in the world.
Chris Evason
Managing Director, PIER Online,
Qualified Education Agent Counsellors,
Australia
Chris Evason is the Director of PIER - Professional International Education Resources, who offer professional
development and agent training for Australian-focussed recruitment worldwide. Since 2006, PIER have trained
and certified over 4,000 agents and conduct agency workshops and focus groups to explore changing attitudes
and work practices. www.pieronline.org PIER have developed a range of mobile technologies for the international
education industry including the Qualified Education Agent App, in partnership with ICEF.
Page 7 of 12
15:40 - 16:30
Ageing and International Education (Global Welfare Summit 2016)
Marcus Ganley
State Room 1
Audience: All
►Session description
The ageing population is a global phenomenon. This will affect international education as it will affect all industries. It
will change both:
• the courses students choose to study as demand for new industries and services change
• the demographics of the student cohort – the ageing population is reflected not just in more older people, but in fewer
younger people
This session highlights these trends, discusses the challenges (and opportunities) they present for international
education and student recruitment, and introduces the Global Welfare Summit 2016.
►Speaker
Marcus Ganley
Executive Director - Legal & Corporate Affairs,
CHARLTON BROWN,
Australia
Marcus Ganley is Executive Director, Legal and Corporate Affairs at CHARLTON BROWN, a Brisbane-based training
provider specialising in training professionals to work in Aged Care, Child Care and Disability Care. In November 2015
CHARLTON BROWN celebrated its 30th year in the training sector by winning the International Training Provider of
the Year award in the Australian Training Awards.
Before returning to CHARLTON BROWN in April 2015, Marcus spent 14 years working in the Australian, New Zealand
and South Australian Governments. Between 1996 and 1997 Marcus was a Commonwealth Scholar from Australia at
the University of Auckland, where he completed a Master of Arts with first class honours. He also holds a Bachelor of
Laws (First Class Honours) from Victoria University of Wellington and was admitted as a barrister and solicitor of the
High Court of New Zealand in 2004.
Page 8 of 12
15:40 - 16:30
Rethinking Marketing
Mike Henniger
State Room 2
Audience: All
►Session description
This session explores best-case practice in marketing to international students. Traditional marketing techniques in
education often fail to differentiate one program or institution from another. During this presentation, participants
will learn what type of information students are really looking for. Case studies will be examined to see how some
education institutions are standing out from the noise and getting themselves noticed in a positive way.
►Speaker
Mike Henniger
Vice President, Sales & Marketing,
ICEF,
Canada
Mike Henniger is the VP Marketing and Sales for ICEF and has previously held senior positions in the language,
vocational and post secondary sectors.
Mike has been actively involved in the marketing and recruitment sphere in international education for more than 15
years and is a regular presenter and panelist at international education conferences.
Mike specializes in cross media marketing, brand advocacy, social media strategies and effectively using agents to
maximise international student recruitment.
Page 9 of 12
15:40 - 16:30
International Education Agent Project: Australia’s First Quality Assurance System for Agents
Phil Honeywood
State Room 3
Audience: All
►Session description
Australia is about to move beyond its longstanding self-regulated governance of education agents. With funding
provided by the Department of Education and Training, the International Education Association of Australia (IEAA)
has coordinated an industry-led agent quality assurance framework project. After conducting a global stakeholder
survey, extensive focus groups and wide ranging industry consultation a proposed framework has now been
developed.
This session will outline the key timelines for the framework as well as likely system changes. A proposed new Code
of Ethics and potential accreditation and training model will also be presented.
►Speaker
Phil Honeywood
Chief Executive Officer,
International Education Association of Australia - IEAA,
Australia
Phil has been IEAA's Chief Executive Officer since November 2011. Previously, he was a Member of the
Victorian State Parliament (1988–2006), Minister for Tertiary Education, Training and Multicultural Affairs (19961999) and Deputy Leader of the Opposition (2002–2006). Since retiring from politics, Phil has worked at Stott’s
Business College and Cambridge International College. Phil is a member of the Steering Committee for the
Australian International Education Agent Project.
Page 10 of 12
17:00 - 18:00
New Zealand - Small Country, Big Opportunities
Sam Heeney & Celia Coombes
State Room 3
Audience: All
►Session description
Let the team from Education New Zealand take you on a whirlwind tour of what the country has to offer international
students.
Immigration New Zealand (INZ) plays a vital role in bringing the best students to New Zealand. Celia will discuss
recent policy and product developments, such as the Pathway Visa, and will update you on INZ’s progress in
transforming the way they operate.
►Speakers
Sam Heeney
International Events Manager,
Education New Zealand,
New Zealand
Sam is tasked with delivering high quality events in Education New Zealand’s targets markets to raise awareness
of New Zealand as a study destination internationally. These events range from commercial and education fairs to
virtual fairs and involve consultation with industry; universities, institutes of technology and polytechnics, private
training establishments and schools. Sam has an extensive background in events spanning four continents and
too many countries to list. Her career in International Education began at Le Cordon Bleu NZ where she worked as
part of the business development and marketing team to get the school up and running and open the doors with
classrooms full of students.
Celia Coombes
Sector Relationship Manager (Education),
Immigration New Zealand,
New Zealand
Celia leads Immigration New Zealand (INZ)’s engagement with government agencies on matters related to
international students and immigration. She also leads INZ’s engagement with the education industry in New
Zealand. Celia is located in INZ’s National Office in Wellington and has been with INZ for 12 years. Prior to joining
INZ Celia was the Assistant Manager of a large youth hostel in Scotland. She holds a Bachelor of Arts with Honours
in International Relations.
Page 11 of 12
18:00 - 19:00
Australia - Future Unlimited
Brett Blacker, Marie Hill, Alice Maclean
State Room 3
Audience: All
►Session description
This panel discussion will provide agents and providers with insight into the development of the National
Strategy on International Education, including the Australian International Education (AIE) 2025 Market
Development Roadmap, and offer a perspective from English Australia about how to leverage these
initiatives. It also will highlight the resources and services available to agents and providers from across
Commonwealth and State Government agencies and peak bodies.
►Speakers
Brett Blacker
CEO,
English Australia
Brett is Chief Executive Officer of English Australia, the national peak body association for English language
colleges in Australia. Previously he was President of the International Education Association of Australia
(IEAA), International Director at the University of Newcastle, Director of Murdoch International at Murdoch
University and also National Business development Manager and subsequently General Manager - Health at
OSHC Worldcare, Mondial Assistance (Allianz Insurance).
Marie Hill
Senior Education Adviser,
AUSTRADE
Marie Hill leads the Client & Stakeholder Relations Team in Austrade’s International Education Division.
Her team connects education peak bodies and providers with the services and opportunities generated
by Austrade’s offshore network. Marie has held a variety of positions in international education and trade
promotion with Austrade, the University of Melbourne, the US Foreign Commercial Service, and the
Department of Foreign Affairs and Trade. Her experience includes working for extended periods in Chile,
southern Africa and Hungary.
Page 12 of 12