2. EDUCATION MARKET OF MIDDLE EAST, NORTH AFRICA & INDIA Education Malaysia – Dubai Dubai, United Arab Emirates

3. CONTENTS Introduction Overview of our market Market – Before, Now & Future Challenges Next Step - What we should do Effective Promotion Conclusion

4. Education is at the crossroads for the future of the Middle East and North Africa (MENA). It plays a crucial role in promoting economic growth, both at national and at household levels. It reflects the aspirations of the people for a successful integration into the global economy in an ever changing world. According to World Bank (Report 2010), MENA has accomplished great progress in the field of education during past decade. Middle East is a goldmine and it is up to us to discover the deep Average income of the public very high this make them send their kids abroad for study People in this region look Malaysia as a example and prefer Malaysia to others

5. CONTINUES… MENA region contributes 1/3 of total number of international students in Malaysia Above number will be increased to more than 50% when we target India and Central Asian Countries MENAs education sector is the largest opportunity for any education provider, as oil-rich countries in the Gulf are investing heavily in primary and secondary level education. Huge number of the people are under 25 in MENA. They are tech savvy, erudite, ambitious and want to learn. This is easily one of the most important markets for promoting education. India on the other hand sends over 100,000 students abroad every single year.

6. Malaysian government is in its bid to make Malaysia the regional education centre. The numerous policies introduced and implemented by the government have to a large extent facilitated the growth of the education sector in penetrating new markets, and attracting and recruiting international students. As a result, the number of students from MENA region opting for higher education in Malaysia is expected to increase substantially. As of 2010, more than 35,000 students are already studying in Malaysia. MENA & India comprises of over 20 countries, therefore there are plenty of potential Population accounted over 1,800 million (1.8 billion) in MENA and India Over 200,000 schools and over 100 million students and growing In MENA, young people make up a much greater share of population Governments spending on education on the rise Healthy GDP per capita especially in the Gulf Countries

7. CountryPopulation Students for Upper Secondary Education Students for Tertiary Education Qatar 629,800 26,668 52,595 Bahrain 730,500 34,056 53,061 Djibouti 820,600 50,827 74,479 Kuwait 2,014,100 109,091 197,842 Oman 3,100,300 166,265 264,043 Palestine 3,328,300 161,927 335,493 UAE 4,104,695 191,538 365,359 Lebanon 4,376,900 199,935 237,130 Jordan 5,612,200 233,622 555,826

8. CountryPopulation Students for Upper Secondary Education Students for Tertiary Education Libya 7,250,800 374,620 687,412 Tunisia 9,879,600 858,885 1,032,376 Syria 18,444,400 1,360,168 2,166,951 Yemen 22,605,400 1,488,251 2,130,286 Saudi Arabia 22,735,900 1,469,251 2,124,941 Iraq 26,298,900 1,892,569 2,761,107 Morocco 30,456,900 1,968,071 3,254,291 Algeria 33,577,500 2,262,784 3,714,825 Sudan 37,985,900 2,346,489 3,614,229 Iran 66,469,100 7,183,922 8,881,264 Egypt 69,296,000 4,818,382 7,836,441 Turkey 73,197,200 4,019,655 6,752,275 NOTE: Above statistics extracted from 2009s World Bank report, this may differ from latest statistics on other Slides

9. Iran (Tehran, Mashhad, Esfahan, Shiraz & Bandar Abbas) Iraq (Baghdad, Kurdistan, & Basra,) Sudan (Khartoum & Port Sudan,) Saudi Arabia (Eastern Part, Dammam & Al kobar) Yemen Gulf Countries (UAE, Bahrain, Oman, Kuwait) India

10. IRAN & SAUDI ARABIA Population77.8 M Population Growth1.3% GDP per Capita$ 11,558 Student for Pre-university1,278,433 Population Saudi Nationals : 20.2 M Expatriates : 5.5 M 25.7 M Population Growth2.3% GDP per Capita$ 23,480 Secondary students (2007)1,013,000 Click for : More Info….

11. UNITED ARAB EMIRATES & BAHRAIN Population UAE Nationals 1.53 M (19%) Expatriates 6.57 (81%) 8.1 M Population Growth2.5% GDP per Capita$57,744 Population Bahrainis 0.9 M (70 %) Expatriates 0.3 M (30 %) 1.2 M Population Growth2 % GDP per Capita$ 35,174 Click for : More Info….

12. OMAN & SUDAN Population Omani - 2.4 M (80%) Expatriates – 0.6 M (20%) 3.02 M Population Growth2.1 % GDP per Capita$ 25,462 Population42.3 M Population Growth2.2% GDP per Capita$ 2,210 Click for : More Info….

13. IRAQ & LIBYA Population30.7 M Population Growth2.3% GDP per Capita$ 3,548 Population6.6 M Population Growth2% GDP per Capita$16,502 Click for : More Info….

14. INDIA Population1.2 B Population Growth1.3 % GDP per Capita$ 3,296

15. India has been a huge market for overseas education providers. More than 100,000 students leave Indian shores annually to study at universities abroad. This number expected to rise in coming years due to many factors: India needs 1,500 universities, compared with about 350 now India needs to raise the enrollment numbers from 7 per cent (of the population aged 18- 25) to developed country averages. Indias recent legislation titled, the Foreign Educational Institutions (Regulation of Entry and Operation) Bill 2010 Increasing number of collaborations or joint programs with foreign institutions. Enormous demand for quality education among Indias burgeoning middle classes India Continues…….. Click for More on India ……..

16. Then Future Target for MENA

17. THREATS 1. Establishment of educational free zones in the region 2. Increasing competitor activities (UK, USA, Canada, Cyprus, China, India, etc.) 3. Increasing bilateral agreement with competitors' governments 4. Study and work option provided by competitors OUR WEAKNESS 1. Application process takes long time (specially by public universities) 2. Small quota for international students in public institutions 3. Very poor response from institutions (Specially public institutions) 4. No proper coordination between institutions and Ministry of Immigration 5. Limited number of institutions for PG programmes OUR WEAKNESS 1. Application process takes long time (specially by public universities) 2. Small quota for international students in public institutions 3. Very poor response from institutions (Specially public institutions) 4. No proper coordination between institutions and Ministry of Immigration 5. Limited number of institutions for PG programmes Solution (5S+2EX)…….

18. Good Day: I am sorry I am bothering you again but those people in XXX University are very slow with their reply!!! but you Mashallah much faster. -Kuwaiti Student- Good Day: I am sorry I am bothering you again but those people in XXX University are very slow with their reply!!! but you Mashallah much faster. -Kuwaiti Student- I am writing to inform you that I am withdrawing my application for Bachelor of XXXXX engineering at XXX University. As I indicated, I dont like the way they treat students from Africa. -Sudanese Student- I wish you can help me with this university I tried calling and emailing them but no answer from anyone there. -UAE Parent- I wish you can help me with this university I tried calling and emailing them but no answer from anyone there. -UAE Parent- I tried to contact the University by calling, faxing and emailing yet no one has been answering. I just want to know the intake dates for international students as it not clear on the website. -Indian Student- Quality of education here is not bad. However, i want to complain about the service of my department's admin staff. I experienced cases of lying, rude attitude, and mistakes done on my particular case. And the story seems to continue. Some people just have no ethics and no professionalism here, while because of this i lost money, time, not to mention having a very stressful times. Complains from students…and parents

19. Recognition..Another Big Issue NoCountryGovernmentPrivateTotal 1 Oman 21 42 2 UAE 2119 40 3 Jordan 119 20 4 Syria 126 18 5 Kuwait 84 12 6 Palestine 94 11 Our Suggestions…….

20. After identifying the potential programmes and the markets of which to promote them, the suggested approach in promotions would be to conduct: Activities which are skewed towards parents – as they are the decision makers Activities which bring a greater sense of assurance to the parents about Malaysia Activities which portray the right image about MOHE, MQA, Institutions & Malaysia EM Dubai places much attention on the approach as the above are the critical success factors for promotion. Logically, large number of students enrolling to these kinds of programmes are young, therefore parents or guardians would like to make sure that we provide: Quality Education Good Facilities Safety and Security Value for Money

21. Our institutions should approach the market differently. Some of the differences that make our institutions distinctive and that need to be incorporated in our communication (marketing plan) should include: Balancing teaching, research and service Access to education and career preparation for students Our campuses alternative to campuses elsewhere Integration of on-campus education and distance education Our faculties are well qualified, experienced and well recognized in the market Additional facilities provided for recreational activities Career guidance and job placement

22. CONTINUES.. Partnership between institutions o Faculty exchange programs o Student exchange programs o Joint research projects o Professional development of faculties o Knowledge transfer arrangements Industry training to develop local capacity o Staff training for big organizations o Career development programs for private and public sector employees Education reform projects o Curriculum development o Professional development of teachers, principals & administrators Opportunities beyond student recruitment

23. Participate in strategic exhibitions and events Increase marketing and PR activities in key markets Organize student recruitment drives Strengthen relationship with relevant ministries and government authorities Strengthen relationship with key scholarship providers Work closely with agents and partners Exchanges Media promo Promo - Alumni Recruitment Drives PR Activities Education Fairs Promo - agents Marketing

24. 1. Marketing & Awareness2. Recruitment 3. Continuous Support Make aggressive Marketing and Awareness campaign in targeted markets After step 1, conduct Student Recruitment Activities (You can use our office for this) Make sure Intl students are well taken care (This in turn brings more students)

25. NoActivities 1.International Exhibitions 2.Solo events (Exhibitions, Road shows & Recruitment events) 3.Seminars 4.Ministry meetings & visits 5.Institution visit / meeting 6.Meeting with educational agents 7.Meeting with travel, media & other agents 8.Joint promotion with Malaysian agencies

26. Continues…. 9.Assist our institutions in their promotion activities & collaborations 10.Promotion through Alumni 11.Market intelligent visits 12.Media promotions 13.Collaboration with private sector organizations 14.Collaboration with Islamic Authorities 15.Alumni activation 16.Promotion through Education KIOSKs 17.Other programmes / events

27. NoProgramme / ActivityTime Frame / Date 1Malaysia Education Road Show & Student Recruitment DriveMuscat, Oman 2KuwaitEdu - Kuwait International Higher Education ExhibitionKuwait City, Kuwait 3EDU Damascus - Specialised Exhibition of Universities, & InstitutesDamascus, Syria 4EDU Aleppo - Specialised Exhibition of Universities, & InstitutesAleppo, Syria 5MEETES Jeddah – Middle East Education & Training Exhibition & SymposiumJeddah, Saudi Arabia 6EDUCARE Kuwait - Educare Exhibition 2011Kuwait City, Kuwait INTERNATIONAL EXHIBITIONS:

28. CONTINUES…… NoProgramme / ActivityTime Frame / Date 7 IETEX Dammam – Saudi International Exhibition & Training Exhibition Dammam, Saudi Arabia 8Bahrain International Education ExpoManama, Bahrain 9GETEX Dubai – Gulf Education & Training ExhibitionDubai, UAE 10The International Exhibition & Conference on Higher EducationRiyadh, KSA 11GHEDEX Muscat - Gulf Higher Education ExhibitionMuscat, Oman 12EDU Damascus - Specialised Exhibition of Universities, & InstitutesDamascus, Syria

29. NoProgramme / ActivityTime Frame / Date 13EDU Aleppo - Specialised Exhibition of Universities, & InstitutesAleppo, Syria 14 A2 Education Turkey Education Exhibition Turkey Ankara & Istanbul 15FORMA Education & Training EXPO TunisiaTunis, Tunisia 16Academia Egypt - International Exhibition on Education and TrainingCairo, Egypt 17Education and Training ExhibitionSharjah, UAE 18NAJAH Abu Dhabi – Education, Training & CareersAbu Dhabi, UAE 19Education LibyaTripoli, Libya CONTINUES……

30. NoProgramme / ActivityTime Frame / Date 20GETEX Bahrain Autumn – Gulf Education & Training AutumnManama, Bahrain 21GETEX Kuwait Autumn – Gulf Education & Training AutumnKuwait 22GETEX Dubai Autumn – Gulf Education & Training AutumnDubai, UAE 23 A2 International Education Fair Casablanca, Morocco 24 A2 Education Turkey - Falls Izmir, Istanbul, Ankara, Eskisehir, Kayseri, Antalya & Adana, Turkey Turkey CONTINUES……

31. SOLO EVENTS NoProgramme / ActivityTime Frame / Date 1Solo Education Exhibition - OmanMay 2Solo Education Exhibition – Saudi ArabiaJul 3Solo Education Exhibition – SudanJul 4Solo Education Exhibition – LibyaAug

32. NoProgramme / ActivityTime Frame / Date 1Newspaper advertisements on Pan-Arab NewspapersJan – Dec 2Media Write-up in news papers and on websites in the regionJan – Dec 3KIOSKS in (Libya, Riyadh, Sudan & Palestine)Jan – Dec 4 Radio and TV interviews and advertisements Jan – Dec 5Roadside Banner AdvertisementsJan – Dec 6 SMS campaigns Jan – Dec MEDIA CAMPAIGNS:

33. OTHER PROMOTIONAL EVENTS: NoProgramme / ActivityTime Frame / Date 1 Joint Promotion With agents: (in Iran, Sudan, Saudi Arabia, Jordan, Libya, Etc.) Jan – Dec 2 Promotion with Malaysian Government Agencies (MATRADE, Tourism, MIDA, Etc.) Throughout 3Market Intelligent VisitsThroughout 4Interaction programmes (Alumni & Potential Students)Throughout 5 Sponsored School Programmes in UAE and other Countries Throughout

34. We invite and encourage our institutions to: Join with us in International Exhibition Participate in Malaysia Solo exhibition organized by our office and Exhibition Organizers Take part in student recruitment activities Work with Education consultants and Alumni Join with us during our promotion through Newspaper and Magazine Use Malaysia Education Kiosk in Saudi Arabia to expose your institution Use our facilities to conduct interview, meeting students, meeting regional institutions, etc.

35. It is without doubt that the markets in the Middle East and India hold great and enormous potential for our institutions. Apart from our Ministrys effort, Education Malaysia Dubai will continue in its efforts to promote the Education Malaysia brand by: Continuously working with local government and scholarship providers Continuously researching information and requirements from each and every market Propose and right educational needs in the market Embark on most efficient marketing campaigns Continuously research and develop new educational products to be Introduced Provide continuous streams of updated information to the MOHE and Malaysian Institutions

36. The Middle East is a relationship-driven region, and despite the prevalence of sponsorships, students actively engage with agents, consultants and students representatives. For that reason, we believe that the single most important step an institution can take to recruit students is to build visibility and develop a familiar profile. We therefore encourage our institutions to be cognizant of developing a satisfying student experience on campus. This, will create school ambassadors who will return to the region and promote your institution to anyone who will listen.

37. A little boy, after being shouted at by his mom. Sitting sadly, arm folded and pouting. Dad asked : "What happened son?" Kid : "Dad, I can't handle your wife anymore! I want my own wife!"