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International Marketing

Marketing CSU internationally is a key responsibility of the Division of International Education and Partnerships. The Division has a dedicated team that works with all areas of the University and external stakeholders to develop a strong and integrated approach to international marketing (see the University's Internationalisation Strategy).

The Division conducts various recruitment activities both domestically and internationally in an effort to increase international student numbers studying on campus and via distance education with the University.

Additionally, the Division is dedicated to international marketing activities at a university-wide level and is available to assist the Faculties, Schools and Course Coordinators with their international strategies to ensure they maximise the effect of their international marketing expenditure.

RECRUITMENT ACTIVITIES

Recruitment Channels

There are a large number of recruitment channels which the Division utilises for the marketing and recruitment of international students. These include:
• CSU International Agents: recruitment agencies in Australia and overseas that are contracted by CSU to recruit international students
• CSU Articulation Pathways: institutional agreement where credit is given to students at Articulation institutions. These students can articulate to CSU to complete their degree
• CSU Course Providers and transnational programs: institutions in Australia or overseas who are contracted to deliver CSU courses.

Recruitment channels in more detail:

CSU International Agents

The Division is responsible for managing CSU’s relationship with its approximate 60 approved international agents who are located across the globe. International agents recruit students to study at CSU either on campus or by distance education and assist students by providing course and student visa information, submitting and accepting university applications, securing accommodation and assisting with travel requirements. Current list of our approved International Agents.

In-country Recruitment Activity

Offshore

To support the internationalisation strategy, the Division conducts various in-country activities including the following:
- International Student and Agent Exhibitions: the Division identifies potentially beneficial international student and agent exhibitions located in our target markets and if budget allows, the Division sends representatives along to promote the University. The Division also combines resources with Study Group Australia who have a large global network and who is available to promote the University at many events.
- In-country International Agent Visits: the Division conducts in-country visits to our core markets to maintain and develop the University’s relationship with existing agents, and to investigate new potential agents.
- In-country Course Provider Visits: the Division conducts in-country visits to our course providers to maintain and develop the University’s relationship with existing course provider institutions and to investigate opportunities for new course provider agreements.

Onshore

The AUIDF Benchmarking indicates that approximately 40% of international students studying on campus at Australian Universities are recruited domestically. The Division aims to leverage on this opportunity by establishing pathways through Secondary Schools and VET providers, as well as engaging with international agents based in Australia. CSU’s Study Centre locations in Melbourne and Sydney also promote the University via branded shopfronts/admission centres. 

CSU Course Providers and Articulation Pathways

The Division is active in identifying and working with other DIEP and faculty staff to develop agreements with overseas institutions in an effort to increase the University’s international presence, build CSU brand awareness and to attract international students through pathway programs with course providers. 

Government bodies

There are also Government bodies who support international marketing and recruitment, including;
o The Australian Trade Commission (Austrade): the Australian Government agency that supports Australian businesses internationally and is active in promoting Australian education. 
o Australian Education International (AEI): part of the Government’s Department of Industry, Innovation, Climate Change, Science, Research and Tertiary Education (DIICCSRTE). AEI liaises with all sectors of the education and training industry and all levels of government to support the commercial activities of Australia’s education industry.

 

FACULTY, SCHOOLS & COURSE COORDINATORS SUPPORT

Strategy Development

The Division is available to use its market knowledge and expertise to assist the Faculties, Schools and Course Coordinators to develop effective strategies to seek new markets internationally and develop mutually beneficial relationships. 

As an overview, the Division assists the Faculties, Schools and Course Coordinators by:
• Assisting with the development of promotional plans based on joint market knowledge
• Ensuring market information is made available on request
• Identifying key industries/professions /organisations/publications to target niche recruitment and assist with further development of any existing Faculty/industry partnerships
• Liaising with academics and alumni regarding course specific marketing opportunities
• Developing industry mailing lists/email lists and databases for direct course promotion.

International Marketing Tools

The Division works with the Faculties, School and Course Coordinators to develop and distribute international marketing tools aimed at marketing courses/course areas and increasing the exposure of the University in the international market.

International Advertising and Publicity

The Division assists with the development of international advertising and publicity that is market sensitive and compliant with the ESOS Legislation and National Code. Please contact the Division for advice on international publications.

Are you travelling overseas?

If you are travelling overseas on University business, please make contact with the Division prior to your trip to discuss marketing activities that you could undertake. The Division is able to provide you with key background information.

Please see the International Marketing Information for Staff for more information.

Need more information?

Please contact:

Angela Hampton
Manager, Marketing & Partnerships
Division of International Education & Partnerships
Building 4
North Head Sanctuary
Former Artillery School, Scenic Drive
Manly NSW 2095
Australia
Tel: +61 2 9752 9022
Mob: +61 428 172 233
Email: ahampton@csu.edu.au