Market Development: A Strategy for India Jean-Philippe Tachdjian, Deputy Director and Trade Commissioner Edu-Canada: International Promotion of Education.

Market Development: A Strategy for India

Jean-Philippe Tachdjian,

Deputy Director and Trade Commissioner

Edu-Canada: International Promotion of Education in Canada

Foreign Affairs and International Trade, Canada

A Collaborative Strategy for India: Overview

Historical context

Current environment

Edu-Canada collaborative initiatives

Recruitment of students

Scholarship development

Understanding Canada: Canadian Studies

Partnership development (Our Associations, FICCI, MOU)

Future initiatives for review

Open floor discussion

A Collaborative Strategy for India: Overview

• Mobility choices broadening with expectation for service and quality

• Burgeoning middle class

• Wealth in second tier cities

• Internal competition will lead to pursuit of quality, foreign-based education

• Economic barriers decrease but interest in career outcomes increasing (broadening from business/engineering)

Our Historical Context

Strong diaspora in Canada with more than 1 million Indian immigrants

Shastri Institute’s role in facilitating relations between Canada and India since 1968

Study Canada: Canadian Studies Network of up to 25 Canadian Studies Centres throughout India

Scholarship Program

Canada-India S&T AgreementThe participation of academic institutions in the Canada-India science and technology (S&T) relationship is significant. Bilateral cooperation in higher education is also supported through the International Science and Technology Partnerships Program (ISTPP) where institutions of higher learning play a major role. Two- thirds of the collaborative research and development projects in 2008 and 2009 under the auspices of the Program are in partnership with higher educational institutions. 

Canadian Education Centre Network (CECN)2009 closure of this Canadian presence has necessitated a mitigation strategy to engage more directly in promotion activities

Federation of Indian Chambers of Commerce and Industry (FICCI) Canada was welcomed as country of honour with a delegation of 50+ high level representatives, November, 2008

•AUCC and ACCC both signed an MOU on the margins of the conference

India - The Current Environment

2009 Entry (Country of Last Permanent Residence = India) 5,716

2009 Total (Country of Last Permanent Residence = India) 9,575*Entries includes both initial entries and re-entries. Source: CIC

Education is increasingly important in Canada’s growing relationship with India

Education featured on agenda of recent high-level visits to India

Canada still faces challenges in the Indian education market, including:• Lack of knowledge about Canada’s excellence in education• Lack of visibility for Canadian education brand• Lack of on-the-ground support network

Canada’s education strategy in India aims at:• Delivering well coordinated initiatives to promote awareness of Canada’s education;• Providing market intelligence and support to Canadian institutions;• Informing students and influence brokers of education and career opportunities• Facilitating networking and collaboration between Canadian and Indian institutions

through visits, seminars, workshops, outcalls, etc.

2008 Brand launch in India (FICCI)

Promotion: Collaborating in brand building

Education Exposure/Fam Tour to Canada in collaboration with provinces

Advocacy/Brand building activities through participation at Education events:

FICCI Higher Education Summit, November 8-12, 2010

Techfest, January 2011

Quark, February 2011

Alumni database development

Education Leaders Outreach to Canada

Explore Canada Mission by education leaders led by MMBAI Sheriff

Multi-city Student Information Seminars

Graduate Mobility Workshop

Partnership Examples: Our Associations

Association of Universities and Colleges of Canada

AUCC university presidents mission to India in November 2010, including participation in Higher Education Summit of the Federation of Indian Chambers of Commerce and Industry (FICCI)

Association of Canadian Community Colleges Student Partners Program (SPP)

Launched in April 2009, The SPP is a pilot project designed and implemented by ACCC and Citizenship and Immigration Canada (CIC) visa offices in India.

Twenty ACCC member institutions are involved in the pilot.

The program is a model for expediting the student visa process and delivering high approval rates while maintaining program integrity. The pilot is currently being evaluated and an announcement will soon be made regarding a possible extension in 2010. At this time, SPP is open to Indian nationals only although a new program will launch in China, 2010.

Stakeholder Interest:Association of Canadian Community Colleges (ACCC):

“College participation in the International Academic Mobility Program (IAM) would be enhanced with more flexible program parameters including internships, opportunities for students from under-represented groups, and an expansion to China, India, Brazil and Chile where colleges are actively involved in international partnerships and where markets for Canadian products are growing.”

Canadian Bureau for International Education (CBIE):“CBIE recommends that the Government of Canada continue to increase its investment in scholarships for international students, including significant support to students from developing countries.”

Association of Universities and Colleges Canada (AUCC):“AUCC recommends that the government of Canada advance Canada’s India strategy and higher education cooperation with other countries by supporting two-way student, intern and researcher mobility and enhanced education marketing activities to promote Canada’s brand of excellence.”

“Emerging economic powers, such as India, China and Brazil, are becoming more competitive by making major R&D investments. Thomson Reuters predicts that India’s research productivity will be on par with most G8 nations within seven or eight years.”

Results (Overall Entry to Canada)

7178673939

76157

78442

71786

74038

79509

85131

65000

70000

75000

80000

85000

90000

2006 2007 2008 2009

Normal growth 3% Edu-Canada funding

Study permits issued 2006-09

• Largest export sector to China

• 2nd largest export to Korea & Saudi Arabia

• 3rd largest export to France & Taiwan

• 4th largest export to India

2003-2009 Student Entry Trends (India)

27783027

3602

6125

0

1000

2000

3000

4000

5000

6000

7000

2003 2007 2008 2009

Citizenship

Last PermanentResidence

Country of Birth

Source: Citizenship and Immigration 2009

SPP College Permits Processed(in India with Indian Citizenship)

0

1000

2000

3000

4000

5000

6000

7000

8000

2007 2008 2009 2009 PPECompliant

Accepted

Refused

Total

•118% approval increase 2008

• 218% approval increase 2009

A Strategy in Development

Market research

Identifying opportunities through Bill regulating foreign institutions

Media relations campaign

Outreach to schools and influencers

Journalist/Fam Tour delegations to Canada

Events to attract students at post secondary level

Support to incoming Canadian delegations

High-Level delegations in education, industry, science and technology

Events to attract partnerships

Facilitating visa processing

Fostering an alumni community

A Partner in Education and Innovation

“More than 100 million people from India – the equivalent of the combined labour forces of the United Kingdom, France, Italy and Spain – are projected

to join the workforce by 2020. With the youngest age profile among large economies and the largest national workforce, India holds great potential to

become one of the most attractive talent providers.”

World Economic Forum, 2010

Questions for discussion

• How can we better collaborate?

• Are there regions in India that are of key interest?

• Are there key interests in partnership or off-shore delivery?

Your professional resource A central source for promotion

www.edu-canadapro.gc.ca www.educationau-incanada.ca

Contact us:

W: www.international.gc.ca/education

E: [email protected]

T: 613-944-0762