MARCHI HOSTS ROUNDTABLE ON MARKETING CANADIAN EDUCATION ABROAD
May 8, 1998 No. 114
MARCHI HOSTS ROUNDTABLE ON
MARKETING CANADIAN EDUCATION ABROAD
International Trade Minister Sergio Marchi today hosted at York University, in
Toronto, broadly based consultations to promote Canadian education abroad.
Minister Marchi co-hosted the education roundtable with Dr. Lorna Marsden,
President of York University.
"We recognize that our exceptional education system is a valuable economic
resource, contributing almost $2.5 billion to our economy -- the equivalent of
sustaining 21 000 jobs," said
Mr. Marchi. "That's the reason we are working in a Team Canada partnership with
clients and stakeholders to advance a national marketing strategy. Our overall
objective is to attract more international students to Canadian education
institutions and to obtain a larger market share of international education
contracts."
The consultations involved the provinces, national and regional associations, and
representatives of public and private education institutions at all levels.
The Minister announced the creation of a new and permanent dedicated
international educational marketing unit in the Department of Foreign Affairs and
International Trade. This will provide one-stop shopping for those selling
Canadian educational products and services around the world. The unit will report
to the Minister for International Trade through the Chief Trade Commissioner.
As well, to complement this, Minister Marchi announced the creation of an
Education Marketing Advisory Board, which will report to him directly, twice a
year. Members of the Board will be drawn from the widest possible range of the
Canadian education community, and will provide advice and guidance to the
Minister on Canadian education marketing in a global context. The first meeting
is expected to be held in the fall of 1998.
"The quality of Canadian education is recognized worldwide," said Dr. Paul
Cappon, Director General, Council of Ministers of Education Canada (CMEC). "We
have the potential to market this expertise and Canadian-developed learning
products in the global village. We look forward to working with the Department of
Foreign Affairs and International Trade and our education partners to focus the
Canadian presence abroad."
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For further information, media representatives may contact:
Leslie Swartman
Office of the Minister for International Trade
(613) 992-7332
Media Relations Office
Department of Foreign Affairs and International Trade
(613) 995-1874
This document is also available on the Department's Internet site:
http://www.dfait-maeci.gc.ca
Backgrounder
EDUCATION MARKETING IN CANADA
The Economic and Foreign Policy case
The Canadian education sector generates great revenues for this country. In 1996,
over 99 335 international students studied in Canada. In the same year, it is
estimated that international students contributed almost $2.5 billion to the
Canadian economy representing approximately 21 000 Canadian jobs.
International students enrich Canada's campus life, contribute to Canadians
acquiring a global outlook, and serve as emissaries for Canada when they go back
to their home countries.
International students are viewed as economic and political decision leaders of
the future. In turn, students who get to know Canada through good education
experiences are more likely to buy Canadian services and products when they
return to their homes than those who attend schools in competing nations.
There are 90 degree granting universities and colleges in Canada, over 164
community colleges, a large number of private career colleges, and English and
French language schools.
Education Marketing Time Line
On November 1, 1994, the Government of Canada announced its intention to
establish a network of up to 10 Canadian Education Centres (CECs) in Asia within
five years. The CECs are designed to forge new links with local education
institutions and bring to the attention of international students, local
corporate and government clients the excellence of Canadian education goods and
services.
By January 1998, 10 CECs were established in Taipei, Seoul, Singapore, Hong Kong,
New Delhi, Bangkok, Jakarta, Beijing, Kuala Lumpur, and Canberra.
From September 1995 to the present, the Department of Foreign Affairs and
International Trade identified and tested new education markets, broadened the
basis of the education marketing search, and developed new methods of delivering
services on behalf of education providers in Canada.
In March 1997, the Canadian Embassy in Caracas, forged a ground-breaking
marketing arrangement with the Association Venezolano-Americana de Amistad to
market Canadian education goods and services in Venezuela.
On June 19, 1997, the Canadian Embassy in Athens inaugurated the first Education
Resource Centre (ERC) in our missions abroad. The ERC has one locally engaged
officer dedicated to promoting Canadian education institutions.
In September 1997, a pilot Education Resource Centre was opened in Abu Dhabi to
tap into the burgeoning regional Arabian Peninsula market.
In November 1997, International Trade Minister Sergio Marchi called for the
establishment of up to 15 new education marketing centres by the year 2000.
In January 1998, on the recent Team Canada mission to Latin America, Canada
officially inaugurated four new CECs in Mexico, Brazil, Argentina and Chile.
There are currently 17 generic "education marketing centres" (14 CECs, two ERCS
(Athens and Abu Dhabi) and one with a local arrangement (Caracas).
Current Situation
The education roundtable has been called to consult with the broadest possible
range of representatives of the education sector to advance a global education
marketing strategy that will take Canada into the next century.
Issues to be discussed include where the new points of service will be
established, timetables for openings, and the most appropriate vehicles to
deliver services effectively on behalf of the education suppliers in Canada.
This landmark consultation will include representatives from the provinces, the
national and regional education associations, not-for-profit education
organizations, public education institutions at all levels and private education
providers including career colleges and private language schools.
All parties at the roundtable will have prepared position papers and have present
specialists to lead discussions on issues critical to achieving Canada's
international education marketing objectives.