POSITION DESCRIPTION
POSITION TITLE:
Manager International Marketing
DIVISION/DEPARTMENT:
International and Business Development/
International Education Office
MANAGER CLASSIFICATION LEVEL:
Senior Manager Level 2
REPORTS TO:
Director International and Business Development
DATE:
INSTITUTE CONTEXT
October 2012
William Angliss Institute is the Victorian State government endorsed Specialist Centre for
Hospitality, Tourism, Food Trades and Culinary Arts and is recognised as Australia’s leading
provider of training for these key industry sectors. The Institute aims to provide excellent
vocational education and training services for industry, students and government in Victoria,
Australia and globally.
Programs offered by William Angliss Institute range from one-day courses and weekend
training, through to apprenticeships, nationally recognised certificates and two-year full-time
advanced diploma programs. Training is provided both at the Institute and in the workplace. The
accreditation of specialist degree programs including a Bachelor of Tourism and Hospitality
Management and a Bachelor of Culinary Management, extends the Institute’s portfolio to
provide higher level business and management education. Close links with industry and
continuing innovation in the delivery of services ensure the relevance of programs to today’s
workplace.
JOB PURPOSE
Reporting to the Director International and Business Development, the role of Manager
International Marketing will manage all aspects of the operation of the Angliss International
Education Office to assist the Institute meet its strategic goal of influencing the hospitality, tourism
and culinary arts industries by ensuring these industries are populated by outstanding individuals
who challenge existing practices and seek opportunities to excel.
PRIMARY OBJECTIVES
In consultation with the Director International and Business Development:

Plan, co-ordinate and implement professional and ethical marketing strategies to ensure the
recruitment of qualified fee-paying international students into registered Institute courses.

Monitor the provision of student support services for international students to ensure the
Institute is a safe, enjoyable and rewarding place to study.

Provide accurate advice and information services to prospective international students on the
Institute’s location, courses, services and facilities to expedite successful enrolment of qualified
fee-paying international students.

Manage the tasks of the direct report, the International Recruitment Coordinator to ensure
his/her efficiency and effectiveness.

Manage the human, physical and financial information resources directly associated with
International Marketing and Student Recruitment to ensure that the Institute’s mission, goals
and objectives are met or exceeded in a cost effective manner.
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
Ensure the Angliss International meets the Institute’s internal and external reporting
requirements
REPORTING AND WORKING RELATIONSHIPS
As a member of the Angliss International division, the position will report directly to the Director
International and Business Development and will have a network of working relationships with
other associate directors, managers, coordinators, support teachers and administrative staff.
The International Recruitment Coordinator reports to the Manager International Marketing. The
coordinator supports the International recruitment and marketing strategies for international
students by participating at international recruitment events and exhibitions including visits to
education agents and partner institutions. The International Recruitment Coordinator will also
develop international student advertising and promotional activities with external websites and
blogs, government and third party publications.
Immediate Supervisor:
CEO:
Director: Angliss International
William Angliss Institute of TAFE
The two main areas of activity in Angliss International division are:

Selection and screening of qualified international students for enrolment in accredited
Institute courses, provision of support services, monitoring of student progress and
establishing continuing contact with overseas students; and

Identification and development of off shore market opportunities and the management of off
shore projects.
Chief Executive Officer
Director International &
Business Development
Manager Strategic Project
Development
Manager International
Projects
Manager International
Office
Chief Representative
China
Manager International
Marketing
VACANT
International Recruitment
Coordinator
Business Development
Manager (International)
Manager National Training
Manager Business
Development
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ROLE OF THE POSITION’S SUPERVISOR
The Director International and Business Development works under the direction of the Chief
Executive Officer (CEO) to ensure the Institute meets its financial and marketing objectives. The
Director International and Business Development acts on behalf of the CEO in contract
negotiations and has delegated committee responsibilities.
Other positions reporting to the Director International and Business Development are: Manager
International Office, Manager International Projects, International Coordinator, Chief
Representative China, Business Development Manager (International), Manager Business
Development, Manager National Training. The Manager Strategic Project Development has a
reporting line to the Director for specific project work.
TYPICAL FUNCTIONS OF THIS ROLE
The primary role of the position is the planning, co-ordination and direction of operations of the
International Education Office to ensure provision of high quality professional marketing strategies
related to recruitment of international students into registered Institute courses in all locations
including onshore campuses and overseas partnership campuses. In this regard the position is
expected to actively promote the Institute's courses to the international market place. Further to
this, the position is responsible for identifying and advising on the development of new courses in
response to international students’ needs.
The Manager International Marketing is responsible for the screening and selection of qualified
international students for registered Institute courses in accordance with the Institute policy on
student selection.
The position is also responsible for the selection, briefing and monitoring of education agents, both
local and off-shore, to ensure the Institute is promoted accurately and with integrity to the
international student market and that prospective international students are provided with detailed,
accurate and up to date information about the Institute and its courses and services for
international students.
The position has the responsibility to:
Develop and implement plans and strategies in consultation with senior managers to maximise so
international student enrolments and to meet the long-term strategic goals of the Institute.
Develop and monitor processes and procedures in consultation with the Manager International
Education Office to effect the enrolment of international students in line with the Education Services
for Overseas Students (ESOS) framework, migration law and Institute policies and procedures;
Provide professional marketing training for staff in the International Education Office to ensure the
Institute is well represented to the international student industry both internationally and locally by
officers with varying levels of operational skills and knowledge;
Assist staff in the International Education Office become aware of their roles and responsibilities
under the ESOS framework, migration law and Institute policies and procedures relating to
international students;
Work with Student Support Services to ensure that the appropriate support is provided to
international students, that it is relevant and effective and also in line with the ESOS framework,
migration law and Institute policies and procedures to ensure the Institute maintains an effective
duty of care environment for international students;
Ensure international students have access to the Institute complaints and appeals process and be
directed to external bodies who can provide appropriate consumer protection advice and
assistance to international students if required;
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Assist teaching, assessment, counselling and administration departments to develop appropriate
teaching and administration practices and procedures for international students in line with the
ESOS framework and migration law;
Represent the International Education Office on the Board of Studies (VET) and the Board of
Studies (HE) to ensure international student issues are incorporated into deliberations, decisions
and rulings of the Boards;
Prepare and deliver corporate induction programs to new Institute staff to ensure new staff are
aware of their responsibilities under the ESOS framework, migration law and Institute policies and
procedures related to international student matters;
Be the Institute’s contact officer with AusAID in relation to the Australian Development Scholarship
(ADS) scheme;
Prepare and ensure payment of the Annual Registration Charge (ARC) to the Department of
Education, Science and Training (DEST) under the Australian Government regulations to maintain
Institute and course registration on the Commonwealth Register of Institutions and Courses for
Overseas Students (CRICOS);
Compliance
Plan and establish procedures relating to Government directives in areas relating to visas,
medical insurance, accreditation and course registration to ensure compliance with Government
regulations.
Comply with the Institute and Public Sector Code of Conduct, Occupational Health and Safety
Policy and Procedures, Managing Diversity Policy and Procedures and any other relevant
legislation, policy, procedures or practices.
Develop and implement policies and procedures to ensure the Institute is compliant with federal
and state legislation that control activities relating to international students.
Ensure the department meets Higher Education and Skills Group (HESG) contractual and
service obligations.
Organising and Operating
Prepare submissions and quotations for international commercial operations to facilitate the
efficient marketing of Institute programs.
Provide international students enrolled at the Institute with a resource centre specific to their needs
in relation to course transfers, visa regulations and renewals and tertiary placements.
Prepare press releases and advertisements for the international market in targeted countries to
promote awareness of the Institute's education programs
Respond to requests for information from DESSRT, DIAC and Medibank Private to meet statutory
requirements.
Co-ordinate and oversee the preparation of promotional material and international student course
and information guides for international distribution.
Promote positive awareness across the Institute in relation to the intake of international students by
providing regular reports to the Director – Angliss International and Senior Managers on
international education initiatives and program status.
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Human Resource Management
Manage effective staff performance of direct reports including the annual formal performance
review and development process to ensure that staff clearly understand and meet expectations
of their roles.
Identify and manage the professional development needs of staff to ensure that staff skills
compliment current and future needs.
Implement, promote and ensure an environment that respects diversity and meets relevant
legislative requirements (e.g. OH&S and EEO).
Manage staff selection and recruitment and other people management functions.
Manage localised employee relations issues, seeking advice from Human Resources
Department when required.
Relationship Management
Internally, the position provides recommendations to the Director International and Business
Development, with regard to the development, co-ordination and implementation of international
marketing strategies to ensure a shared understanding of the special requirements of the Institute's
international students. The position confers with the Director to exchange information regarding
Institute courses and services and to provide advice and recommendations on the promotion of
these courses and services internationally and throughout Australia.
The position liaises with the Executive and Senior Managers regarding the ongoing needs of the
international students and provides advice and assistance in the resolution of challenges using
Institute policies and procedures developed under the ESOS framework, migration law and other
relevant legislation.
The position liaises with a range of Institute personnel in Human Resources, Education Delivery
Division and Corporate Services to facilitate the provision of teaching and services for international
students.
Externally, the position interacts with personnel of the Department of Immigration, and Citizenship
(DIAC), IDP Education, Australian Education International (AEI), Australian Diplomatic Missions,
Austrade, Commonwealth Government offices regulating the registration of Institutes and courses
for international students on CRICOS, with organisations co-coordinating the exchange of teachers
and students and study tour groups and with specialist organisations (e.g. English Language
Intensive Courses for Overseas Students (ELICOS) Association (EA) and the National ELICOS
Accreditation Scheme (NEAS)).
The position identifies, establishes and monitors Institute’s representatives both on-shore and off
shore to conduct ethical and accurate promotional and recruiting activities in line with the ESOS
framework, migration law and other legislation.
The position represents the Institute at the Victorian TAFE International (VTI) Inc and other peak
bodies of relevance to the VET and HE sectors and international students.
The position consults with relevant educational authorities (e.g. National Office of Overseas Skills
Recognition (NOOSR) and the Victorian Tertiary Admission Centre (VTAC)) to establish the
relative levels of academic standard between various international education systems and the
Victorian education system to ensure international students' academic backgrounds are assessed
appropriately before acceptance into Institute courses.
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The position communicates with the providers of international English language tests, such as the
International English Language Testing Service (IELTS) or the Test of English as a Foreign
Language (TOEFL), to ensure that prospective international students are provided with the
opportunity to demonstrate suitable language abilities to enable them to participate fully and
succeed in Institute English-medium courses.
The position negotiates and liaises with government agencies, private consultants and education
agents for Institute participation in international education expositions and promotions to ensure the
Institute is promoted in as wide a range of geographical regions as possible in line with the
Institute's international marketing strategies to diversify source countries and minimise risks
associated with reliance on a small number of source countries.
Financial Management
Identify and increase marketing opportunities to ensure international student recruitment meets
projected targets.
Provide an annual marketing plan and budget for the Angliss International Education Office
which is in line with the Institute’s long-term marketing plans and financial objectives.
In conjunction with the Director International plan and develop a budget to maximise the use of
funds to achieve the financial objectives of the Institute’s Strategic Plan.
Notes
 The incumbent can expect to be allocated duties not specifically mentioned in this document
but within the capacity, qualifications and experience normally expected from persons
occupying positions at this classification level.
 Specific performance targets will be negotiated as part of the Institute’s regular performance
planning and review process.
MAJOR CHALLENGES
To successfully market the Institute and its courses in a very competitive international market
where TAFE programs do not have direct local equivalents and where the majority of clients
traditionally seek international degree programs from universities.
Another challenge is posed by the operations of many low cost, high volume and poor quality
interstate VET Institutions which results in quality courses and services provided by the Institute
difficult to market in price-sensitive markets and where selected education agents have become
accustomed to excessively high turnover and exorbitantly high commissions.
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KEY SELECTION CRITERIA

An approved relevant tertiary qualification is essential to this role. Experience in a similar
position in an educational environment will be highly regarded.

Demonstrated marketing expertise is essential as well as experience in generating revenue,
preferably in an educational environment.

A sound knowledge of the legislation, complex policy and procedures involved in the provision
of post-compulsory secondary education and training for international students together with
experience in cross-cultural relations are mandatory.

Demonstrated management skills in entrepreneurial activities including experience in preparing
and meeting budgets are required.

Well-developed leadership skills and the capacity to lead and direct the activities of a team
within the department.

Highly developed interpersonal and communication skills, including negotiation and
consulting skills as evidenced by significant achievement in dealing with a highly competitive
market.

Demonstrated behaviours that align with the William Angliss Institute Values
SPECIAL CONDITIONS
The successful applicant may be required to undergo a Criminal Records Check relevant to the
job functions.
The successful applicant must hold a current passport.
A willingness to work outside normal business hours and to travel extensively internationally on a
regular basis.
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The Institute has developed a Transition Plan which charts the path that William Angliss Institute
needs to follow to work through the recent changes to government funding. Even with these
changes the current strategic framework in broad terms will apply.
STRATEGIC PLANNING
William Angliss Institute will be a leader in food, tourism and hospitality education, training and
industry services in 2020.
William Angliss Institute plans to grow in a manageable and profitable manner.
William Angliss Institute plans to use a differentiation strategy, based on our specialist expertise,
broad range of courses, the quality of our facilities, our connection to the industry community
and our corporate experience base.
On aspiration:
Staff see William Angliss Institute as an industry specialist and a leader in education nationally
and internationally.
On culture:
Staff seek an engaging environment to work or study specifically a culture which:
 Models mutual respect, nurturing, listening, empowering and feeling valued,
 Encourages and recognises innovation, being proactive and keeping abreast of industry
trends and pedagogy,
 Builds teamwork through collaboration and consultation across operational activities.
STRATEGIC THEMES
William Angliss Institute has established a 10 year vision of its strategic priorities. In looking to
2020 the seven strategic priorities are:
 Enhanced program flexibility
 Broadening our scope, integration and specialisations
 Developing and expanding international partnerships
 Developing a national operating network
 Becoming a recognised part of higher education
 Developing an applied research capability
 Investment in facilities and infrastructure
In order for William Angliss Institute to achieve its strategic priorities and educational and
financial objectives an internal analysis has been completed and three key themes have been
identified that are essential in building William Angliss Institute’s capability to respond to
changes in the market place and changes in government policy. The three key themes of the
2012 – 2016 Strategic Plan are:



Product Leadership
Resource and Capability Leadership
Process Leadership
INSTITUTE VALUES
Personal Responsibility:
accountability, responsiveness, integrity, respect impartiality
& human rights
Inspiration:
passionate, stimulating and optimistic
Empowerment:
nurturing, encouragement, confidence
Community:
sharing, partnership and connections
Expertise:
leadership, dedication, excellence
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