International Educator - November/December 2014 - 27

15-20 percent over the subsequent five-year period, to
secure an extra £3 billion worth of contracts for the UK's
education providers overseas, and to attract nearly 90,000
extra overseas university students by 2018.
While acknowledging the country's educational
strengths, the report also highlights areas with room for
improvement. One highlighted by the report was that UK
institutions sometimes do not coordinate because of their
relative autonomy, resulting in missed opportunities.
Another challenge is institutional capacity, with many
UK higher education institutions running themselves as
the equivalent of charities or public interest bodies. "The
governance structures and obligations of charities, or of
bodies of similarly ancient pedigree established by Royal
Charter or equivalent instruments, were not designed to
grow rapidly, or to run a network across the world," the
report noted. The report also recognized visa issues as an
important challenge that needs to be addressed.
The report outlines a number of action points,
including:
n Identifying eight priority countries and one region for
international education: China, India, Brazil, Saudi Arabia,
Colombia, Turkey, Mexico, Indonesia, and the Gulf.
n Highlighting the development of an outward mobility
strategy to encourage UK students to access study or work
placements abroad.
n Launching an "Education is Great" campaign, as part of
the government's GREAT Britain campaign, to promote
UK education to students in emerging economies.
n Highlighting the role of transnational education
arrangements and massive open online courses in promoting further growth.
n Employing a targeted approach for emerging markets
pursuant to which a new Education UK Unit will identify
significant opportunities requiring a coordinated response.
The reaction of many has been generally positive.
"The IES was excellent," says Universities UK's Dandridge. "It's exactly what we want to see happen. It needs to
be supported throughout all affected areas of government,
including the Home Office, which supervises immigration. We want them to prioritize the IES and commit to
supporting international engagement and promoting the
international nature of higher education, including through
international research, higher levels of international students, and through more UK students studying abroad."

THINKSTOCK

Building Networks and Branding
The British Council is a leader in the UK's higher education internationalization efforts, with particular expertise
and focus on issues involving student mobility, both in-

"There are increasing numbers of
international students coming to the
UK for pre-university courses, and
then continuing for an undergraduate
course. Postgraduate taught master's
courses remain very popular. There
are also increasing numbers of
students coming from 'new' markets,
Brazil, Nigeria, and others."

ward and outward, and international collaboration at all
levels. "Our education networks in over 100 countries
mean that we are able to reach people and organizations
that governments cannot, and our understanding of
the importance of mutual benefit in education relations
means that we can put trade issues, including student
recruitment initiatives, into a broader context, to demonstrate not only benefit to the UK, but also benefit to
the host country as well," Hughes says.
It also manages the EducationUK 'national' education
brand, which was first used in 2000 and represented the
first national education brand in the world. "This kind of
national campaign is very important," Hughes says. "Our
research suggests that students considering studying
abroad generally decide which country they want to study
in first, before they pick a particular university or college."
Hughes says that China and India are key foci for the
British Council's marketing efforts.
"India will soon have the largest population in the
world," Hughes says. "More than half of these will be
under 25, and the middle class will grow to over 500 milN O V + D E C .14 INTERNATIONAL EDUCATOR

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Table of Contents for the Digital Edition of International Educator - November/December 2014

International Educator - November/December 2014 - Cover1
International Educator - November/December 2014 - Cover2
International Educator - November/December 2014 - 1
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International Educator - November/December 2014 - Cover3
International Educator - November/December 2014 - Cover4
International Educator - November/December 2014 - SCover1
International Educator - November/December 2014 - SCover2
International Educator - November/December 2014 - S1
International Educator - November/December 2014 - S2
International Educator - November/December 2014 - S3
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International Educator - November/December 2014 - S5
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International Educator - November/December 2014 - S10
International Educator - November/December 2014 - S11
International Educator - November/December 2014 - S12
International Educator - November/December 2014 - SCover3
International Educator - November/December 2014 - SCover4
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