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 abudhabi.mc@fco.gov.uk 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

firstname.lastname@ae.britishcouncil.org