This document proposes a strategy to expand education in Canada by increasing the number of Korean students. It identifies obstacles like language barriers, visa issues, and cultural differences. It suggests a Korean Student Partnership Program to select qualified students, provide guidance and immigration support. This would help double the number of Korean students in Canada to 10,000 annually, generating economic benefits, while addressing concerns around capacity, programs, employment, and costs.

1. How to expand Canada
Education in Korean
Market
Scott Lee
author

2. Summary
• Korean students have different motivation to decide study abroad from
China. To understand Clients’ needs is the first step to build a strategy to
increase the numbers in Canada education institutions.
• Most of Korean students are dissatisfied with the performance of higher
education. Many of them look for study abroad to find opportunity overseas.
• Canada PSE can be alternative to Koreans but most of them enrol private
ESL schools while Chinese selects universities and India for community
colleges.
• Canada education products should be packaged as Korean students
partnership program to encourage clients satisfying their needs.
• Partnership program can filtering successful candidate and transform them
to useful human resource to Canada after graduation.

3. Canada’s Goal
• More international students into Canada
• Retain graduates with permanent residency
Double the number of
Korean students and
increase the success rate
up to 50%

4. Gap
• Each country has own situation and client
types
• Education product must be packaged for
client satisfaction
• Understanding both supplier and consumer
is the first step to build strategy

5. Perception Analysis on
Canada ESL,
high quality education
Desired affordable cost
safety, scenery
Canada image
to Koreans
Discovered Client view D
D
D
job not cheap
immigration 2nd, 3rd choice

6. Perception Analysis on
Korea quick ESL
job finding
Desired work and study
immigration
Korea image
to Canada
Discovered
Canada view D
D
high desire to leaving Korea
educated resource
D
insufficient communication skill
1 years expense absence of skill

7. Demand in Korea
• High unemployment rate in young adult
• Competition to higher ranking colleges
• More concern on overseas jobs

8. Performance of Korean
PSE
• 80% to go postsecondary education
• 50% of graduates are unemployed
• $10,000 tuition per year

9. Korean Students in
Canada
• The 2nd largest int’l students in Canada
• Every year, 15000 students into Canada
• 70% for ESL, 10% for Secondary or less,
20% for Post-Secondary

10. How to increase Korean
students in Canada?
• Choose target client groups
• Discover sales point
• Package

11. Student type
• Early students (age of 6 - 17)
• University students
• College students
• ESL students !"#$%&'()*+",,-
.('&"-
/%01"(,02)-
• Visitor
324"(-56!+7-
• Working holiday

12. ESL Students?
• age of 18-35
• middle class
• not belong to top ranking universities
• unemployed or partially employed

13. International Education
Market in Korea
• US is # 1 destination
• Canada is one of choice as 3 or 4th with
UK, Australia, NZ and China
• Working holiday to Australia is popular

14. Canada, not competitive
• Low living cost -> Higher CAD $ currency
• Safe environment -> Similar to most
western countries
• Beautiful natural environment -> Students
are not tourist
• High quality of education -> Similar to
others

15. Discover Canada
• Employment - post-graduate work permit
• Immigration - CEC & PNP
• Next chance after Australia closed door

16. Obstacles
• PSE
• VISA
• Culture

17. PSE barriers
• Limited space for international students
• High English requirement
• Fewer ESL training in colleges
• High English exam cost (IELTS)
• Mostly long term program ( > 2 years )
• No cross Canada education consultation

18. VISA
• Strict exclusion on dual intention (Not
allowing permanent Canadian Job after
graduation)
• Short internship visa available only in
private ESL schools

19. Cultural barriers
• Communication
• Attitude
• Mobility
• Guardian/Mediator

20. Poor to buy education
• Most Korean students (IELTS 5.5/$30,000)
• Most college(IELTS 6.5/$60,000)

21. Idea
• CLBA, CAEL and CanTest in Korea
• Expand ESL training centre to Korea
• More short term trade internship programs
in community colleges
• Student Partnership Program (like India &
China)

22. New Goal
• Double Korean students in Canada
• High settlement rate
• Faster study/immigration process
• Place Canada as #1 destination in Korean
market

23. Secure Process
• Similar to student quota program
• Managed Student Immigration Program
• Eligibility checkup before study
• Straight forward study and immigration
process

24. Korean Student
Partnership Program
• Select potential students
• Student aid program
• Guide programs & college for job
• Help cultural adaptation in student life
• Support job search and immigration
• Financial Aids

25. Financial Aids
• Currently, Korean govt support $5000 each
to 70,000 young adults to find oversea jobs
• Canada govt can give small incentive by
small amount of tuition fee off
• Industry scholarship from Korean Canadian
Joint Project
• More short term coop or apprenticeship

26. Benefits
• $ 300 million from 10,000 students
• $ 4 million from English Test ($100 x
40,000 applicants per year)
• $ 2 million from Program Application ($100
x 20,000 applicants per year)
• $ 30 million from ESL program in Korea
(20,000 students x 6 mo x $500)
• 5,000 new skilled workers under 50%
success rate

27. Cost
• Human resource in Canada and Korea
(coordinator, administrator, counsellor)
• Satellite ESL schools from colleges

28. Concerns
• Recruit 10,000 Korean students per year
• College capacity
• Program available from college
• Employment support
• Operating cost in Korea and Canada
• Financial Aids
• VISA and Immigration policy

29. Scott Lee
• Career consultant / Education marketer
• 416 316 3951
• leesungki@gmail.com
• Author of ‘A Hidden Card - a way to find
job and study through Canadian
Colleges’ (in Korean)