Other Marketing Activity Profiles & Registration at www.educationnz.org.

nz

MARKET PROFILE Philippines

1. Introduction Traditionally the US has been the preferred education destination of many Filipino international students. However, a growing number are now considering alternative education destinations. Australia has become the next most popular study destination. The UK is another popular education destination. The demands for Canadian and New Zealand education are substantially growing because of their competitive tuition fees, quality of education and migration opportunities available. Business studies, education and teacher training, engineering programmes, computer courses, hospitality and culinary arts programs and health sciences are the most sought-after courses. Almost all top local universities have international linkages or exchange programmes with universities from the US, Australia, Japan, Singapore and the UK. The proactive marketing of other neighbouring Asian countries has affected the market share of the traditional education providers. The European Union Group countries are also active in promoting their education programmes. There is also a noticeable increase in the number of professionals seeking further studies. Postgraduate programmes and certificate courses are becoming popular. The Philippines is now a major business process outsourcing centre in the region and investments in this area continue to come in from foreign companies. 2. Local Education System The education system in the Philippines has both formal and non-formal education components. Formal education is a sequential progression of academic schooling at three levels: elementary, secondary and higher education. Non-formal education is for the out-of-school youth or adults who cannot afford formal education. Courses are skills-oriented and usually range from six to ten months. Basic education in the Philippines lasts for ten years while higher education generally lasts for four years with an additional two years for Master's or post-graduate programs. The standard of schools and universities in this market varies widely particularly between private and state owned institutions and between rural and urban areas. In the Philippines, students from the low income segment attend public schools. English is the main language of instruction in all private schools and most levels in public schools. 3. General Advice for NZ Education Providers The country has a growing middle class and there is increasing demand for high quality education institutions. This demand is outstripping supply forcing parents and students to consider overseas education options.

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Lifestyle and migration opportunities are attributes associated with New Zealand. New Zealand institutions interested to diversify in the Philippines must visit the market at least twice a year to sustain their presence. Building partnerships with local education agents is seen as advantageous. 4. Sector-Specific Advice for NZ Education Providers

4.1 Undergraduate & Postgraduate Courses

The Philippines education market is a tertiary education sector market. Postgraduate education in overseas institutions is popular among Filipino students and professionals.

4.2 Vocational & Technical Qualifications

Filipinos prefer to take up shorter study programmes that can lead to opportunities for employment in New Zealand and other countries.

4.3 Secondary Schools

Secondary education opportunities are fewer than tertiary education.

4.4 English Language

In general, the Philippines is not a market for English language training. However, there are opportunities for specific industry or career related English training. 5. Future Trends in the Market New Zealand, Canada and Australia are becoming increasingly popular destinations for Chinese-Filipino students interested in gaining international qualifications, employment overseas and eventually migration. Security is the main driver. Scholarship programmes are always the first option for many who are interested in overseas training and education due to the otherwise high cost. 6. Competitor Activity & Statistics The US is still the number one overseas education destination. Other destinations such as Australia, the UK, Canada and New Zealand are becoming popular alternatives. Cost, quality, security and employment / migration potential are the main considerations. New players in the market include Singapore, Malaysia, Japan, Taiwan, France, Germany and Spain. Japan has continued to attract Filipino students with various faculty-student exchange and sponsorship programmes. 7. Strategy New Zealand education providers should visit the market regularly and participate in promotional activities.
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The ability to work and earn money while studying will always be an important consideration for students when selecting a study destination. Education agents play a key role in the recruitment of students. Develop relationships with top local universities that will promote international linkages between the Philippines and New Zealand. students to travel to NZ on short term study tours. Word of mouth advertising is another less expensive advertising tool. Maintain contact with Filipino graduates/ alumni of NZ institutions. Develop and maintain working and collaborative relationships with other key education agencies and embassies.

8. Helpful Hints It is the parents who usually make the decisions about their children's education. Filipino students strongly prefer on-campus, single-style accommodation over other options. You should strive to build a good working relationship with a professional and reputable agent. You should always carry plenty of business cards with you. If you get sick, there are quality healthcare services available. In Manila, normal business hours are normally from 8am to 5pm.

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