Canada’s Competitive Challenge Realized – International Promotion of Education
1. The new Education Brand for Canada: DFAIT/CMEC Collaborative Arrangement Jean-Philippe Tachdjian, Deputy Director Edu-Canada: International Education Promotion Foreign Affairs and International Trade, Canada (DFAIT)
11. Education Brand Promises We promise to provide you with guidance and with the knowledge and tools you need to develop to your full future potential, while affirming the person you are today. You will be proud of your Canadian credentials, they are a recognized passport that will open doors for you worldwide…. We guarantee a unique cultural experience in safe, diverse and exceptionally beautiful surroundings .
12. Education Brand challenge Becoming an alternative to the current market leaders (the U.K. and U.S.), i.e. occupy Australia’s current position How can we meet it strategically? We have to offer foreign students more than just the promise of a high-quality (i.e. Western-style) education – this isn’t a differentiator. We need to create a personal proposition through student-focused communication.
![[object Object],[object Object],[object Object],[object Object],[object Object],“ ...With no identifiable pan-Canadian policy leadership... progress in the promotion of educational exports has been difficult. Therefore, some policy body—most likely the re-merged Department of Foreign Affairs and International Trade— should be mandated to coordinate a cohesive, proactive Canadian approach to branding and promoting Canadian education services abroad. The Trade Commissioner Service and science and technology counsellors in Canada’s embassies should be fully engaged, and objectives set.” ( Conference Board of Canada Report: Opportunity Begins at Home, April 2006.) Why is Canada doing so poorly?](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)