ICEF Seminars & Industry Presentations - Berlin Workshop November 4, 2018
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18
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2018 ICEF Seminars & Industry Presentations
Berlin Workshop • November 4, 2018
icef.com
ICEF Seminars & Industry Presentations Overview
Bellevue Charlottenburg I / II Tegel Dahlem Glienicke
How Social Media and Digital
The Turkish Study Abroad Market -
Marketing Enhance International
2018 Trends
14:00 Recruitment
Eren Goker, Member of Board
How to Maximise Mia Anzola Manrique,
- of Directors, The Association
How to Maximise Your ICEF Workshop Experience - Marketing & Social Media Manager,
of International Educational
14:30 for Providers Study at a Public University
Your ICEF Workshop Experience - Counselors Turkey (UED), Turkey Haitam Giat, Founder & CEO,
in Germany
for Agents Ian Cann, Findcourse.com, United Arab Emirates
Audience: Providers
Director, USA, Audience: Providers Annette Friedl,
Tiffany Egler,
Owner and Director,
Director, Agent Relations, Nick Stevenson, The German Language Travel ISL Language School,
ICEF, Business Development Manager, Market Germany
Germany EMEA
14:30 Prof. Dr. Britta Bergemann, Audience: Agents
Audience: Agents ICEF, Germany Board Member, Hochalpines Institut Ftan (HIF) –
- a “New” Swiss International
Audience: Providers Fachverband Deutscher
15:00 Sprachreise Veranstalter (FDSV), Boarding School and Sports
Germany Academy with
225 Years of Tradition in Education
Audience: Providers
Ursula Sommer,
How to Recruit Students Head of Admission and Marketing,
from Scandinavia Hochalpines Institut Ftan,
15:00 Johan Asplund, Switzerland
- CEO / Founder, Audience: Agents
Marketing Your Small Business DreamStudies, ICEF Agent Services:
15:30 The IALC Student Experience
Made Simple Sweden ICEF Agent Training and
Retrospective Analysis
Magdy Attalla, Agency Recognition Programme
Patrik Pavlacic, Audience: Providers
Regional Director, Fabiola Martínez Mata,
Market Research Manager, Student Recruitment from Russia:
BHMS Business & Hotel Agent Relationship Manager,
StudentMarketing Ltd., Emerging Trends and
Management School, ICEF,
Austria New Approaches
15:30 Switzerland Germany
Audience: All Denis Smorchkov, The Importance of Technology and
- Audience: Agents Audience: All
Director General, Content Integration
16:00 TravelWorks, for the International
Russia Language Learning Experience
Audience: Providers David Ganly,
Managing Director,
Recruiting from Spain: Peter Lahiff,
Market Trends and Opportunities Academic Director,
Student Mental Wellbeing in
16:00 Óscar Porras Sanchez, President, Future Learning Language School,
Language Schools -
Asociación Española de Promotores Ireland
- What’s the Story, The ICEF Agent Barometer 2018 Meeting the Demands of the
de Cursos en el Extranjero
What Can We Do and Jessica Howlett, Audience: All Job Market in the Industry 4.0.
16:30 (ASEPROCE),
How Can We Do It? Business Development Director, When Art & Design
Spain
Nicola Lutz, i-graduate, Meets Business Leadership
Audience: Providers
Owner, United Kingdom Gabriele Marconi,
No Fluff, Tiffany Egler, Sales Manager Germany,
United Kingdom The Ever-Changing Student University of Applied Sciences
Director, Agent Relations,
- Expectations of Learning Europe,
Ruth Hughes, ICEF, Can Malta Offer
Experience for Polish Students Germany
16:30 Founding Director, Germany a Guaranteed Pathway to
Curious Human, Klementyna Gieżyńska, Audience: Agents
- Audience: All Highly Ranked Universities?
United Kingdom Operations Manager,
17:00 LuminarED, Linda Azzopardi,
Audience: All Director of Studies,
Poland
European College of Malta,
Audience: Providers
Malta
Andrew Straughan, Why Study in Georgia
“Transparent Marketing” Market Development Manager, Dr. Maia Shukhoshvili,
17:00 Francophone Markets: in the Language Sector - The Future of Student Recruitment NCUK - The University Consortium, Head of Higher Education Division,
- How to Promote Your Institution and a Panel Discussion in the MENA Region United Kingdom Ministry of Education,
Increase the Number of International Josie Al Humaidi Reay, Audience: Agents Science, Culture and Sport,
17:30 Students Interested in Studying at Jago Brown, Commercial & Groups Assistant Director Manager, Georgia
Your Institution Director, British Study Centres,
United Kingdom Weejhat Academics - Wego UK, Audience: Agents
Monèle Schrot, Oman
Director, French Programming, Paolo Barilari, Brand Thinking in the What’s new in ELT in Malta?
Owner, Lingue nel Mondo, Italy Haitam Giat, Founder and CEO,
Canada, Yes Atlas, Era of Digital Transformation James Perry, CEO, FELTOM -
Sarah Mines, Marcelo de Araújo Cansini, Saudi Arabia Prof. Joachim Bongard, The Federation of English Language
17:30 Director, Canada, Founder and President, Programme Director of Brand Teaching Organisations Malta,
World Study, Brazil Nabil Najd, Manager MENA Region,
- Communication B.A., Malta
ICEF, ICEF,
18:00 Germany Ross Holmes, Director, Online Germany Brand Academy - University of Sue Falzon, Chief Executive Officer,
Products, ICEF, Germany Applied Sciences, Malta Tourism Authority,
Audience: All Audience: Providers Germany
Audience: All Malta
Audience: All Audience: Agents
The Importance of Accommodation
Student Recruitment in Student Wellbeing
18:00 from Latin America Bobbi Hartshorne,
- Jorge Alberto Otero, Board Global Head of Student Wellbeing,
At the Cutting Edge: Global Student Accommodation,
18:30 2018 Data and What it Means Member, ANEX Colombia - National North America’s Study Abroad
Association of Education Advisors for Spain
for Your Business Market: Current Trends and
Rethinking Marketing and Study Abroad, Colombia Audience: All Opportunities
Recruitment Jodie Gray, Dr. Gabriela Ardito,
Director of Strategic Development, Vincent Powell,
Mike Henniger, President, ARSAA - Argentine Study
English UK, Vice President, Sales,
Vice President, Sales & Marketing, Abroad Association, Argentina
United Kingdom, Angela Baxter,
ICEF, Victor Hugo Baseggio,
Maria Cervenanova, Co-Owner & Co-CEO, CI - Central Sales Director, Europe,
Germany Digital Solutions for International
Senior Research Manager, de Intercâmbio, Brazil ELS Language Centers,
Audience: All StudentMarketing, Students in Germany
Ricardo Toscano USA
18:30 Austria Jonas Marggraf,
President, COICEC, Ecuador Audience: Agents
- Audience: All Managing Director,
Gustavo Viale, CEO, InterWay Fintiba GmbH,
19:00 Educational Consultancy, Argentina Germany
Audience: Providers
Audience: All
Marketing & Recruitment Industry Presentation Careers & Skills
2
ICEF Seminars & Industry Presentations Overview
Tiergarten Köpenick I / II Köpenick III Charlottenburg III Schöneberg
Volunteer Travel -
Make Money,
Do Good, Be Happier
14:00
Ninad Sharma,
-
Video Marketing CEO and Co-Founder,
ILAC Goes “Zero-Tech” Idex Volunteer and Travel, 14:30
in the Education Industry - Student Recruitment from
with a Simple Formula India 10:00 - 15:00
Pushing International Student an Agent’s Point of View
“Unplug to Connect”
Recruitment to the Next Level Audience: Agents Matheen Saleem, ALTO
Jonathan Kolber,
Florian Schäfer, Operations Director, Annual General Meeting and
Co-Owner,
Director, ICEF Media, Increasing Intercultural Awareness IEC Abroad, Professional Development Seminar
ILAC,
ICEF, and Achieving One’s Academic Saudi Arabia
Canada (for members only)
Germany Potential at an IB World School Audience: Providers
Audience: Agents 14:30
Audience: Providers Whitney Sterling,
-
Head of Boarding School
Berlin Brandenburg International 15:00
School, Germany
Audience: Agents
Trends in US Community Colleges
Dr. Andrea Insley,
Associate Vice Chancellor, 15:00
Outcome-based Education. Mental Health & Technology –
Canadian Immigration & The Future of Wellness Essential Digital Marketing Global Initiatives, -
From Learning to Earning, Seattle Central Community College,
Visa Seminar Strategies for Student Recruitment 15:30
Adopting the Student’s Perspective Stephanie Hiltz, USA
David Orman, Sales and Account Manager, Philippe Taza,
Komil Mamajanov, Audience: Agents
Barrister and Solicitor, CEO,
Director of International Strategy, Julia Salema,
Orman Law, Higher Education Marketing,
Global University Systems (GUS), Sales and Account Representative,
Canada Canada
United Kingdom
Audience: Agents StudyInsured, Audience: All
Audience: Agents Canada 15:30
Audience: All -
16:00
Education Pathways in Canada ALTO Presents:
Andrew Champagne, Behavioural Fitness
Specialist, Marketing and 16:00
Norman Kurtis,
Recruitment, Colleges & Institutes Vice Dean, -
Mother Nurture - Making International Canada (CiCan), Behavior & Human Development, 16:30
The Power of Yes in a Year of No’s Recruit More Students Careers Happen Canada IE School of Human Sciences &
Alexia Galanopoulos, via Your Website Oana Lelcu, Bonnie McKie, Technology,
Managing Director, Ross Holmes, Head of International Recruitment, Executive Director, Spain
The Language Gallery, Director, Online Products, IUBH University of Applied Canadian Association of Public Audience: All
United Kingdom ICEF, Sciences, Schools - International (CAPS-I),
Audience: Agents Germany Germany Canada
Audience: All Audience: Agents Diego Sanchez, 16:30
Manager, International Marketing, -
Languages Canada,
17:00
Canada
Audience: Agents
17:00
Discovering Berlin – -
a New Destination Innovative Education and the
#BoundlessPossible - Global Education Market: Revolution, Evolution … 17:30
for Global Education
Explore why Students Study in The BAU Global Network The Internet of Skills Longevity and Loyalty …
Sagi Hartov,
Australia’s Northern Territory Experience Carl Craen, Plotting the Future
Executive Dean & Managing Director,
Lisa Dunbar, Dr. Sean Cox, Vice President & Managing Director, Matt Tighe,
Beate Appel,
Acting Director, Director of Academic Affairs & EU Business School, Managing Director,
Director of Curriculum & Quality,
StudyNT, International Programmes, Spain Bucksmore Education,
Australia Berlin School of Business and BAU Global, United Kingdom
Audience: All 17:30
Innovation, Turkey
Audience: Agents Audience: Agents
Germany -
Audience: All
Audience: Agents 18:00
RedHill Education:
The Fastest Growing Education
Company in Australia
Gabriel Providel, General Manager,
Technology & Design Division, 18:00
INTO ALL in One! RedHill Education, Australia -
The Future of Work: Coopetition in the ELT Market: Ben Bagshaw,
Tuukka Hinttula, Careers and Skills Needed Using Strategic Alliances as 18:30
Why Language Education Global Sales and Marketing
Vice President of Global in the Age of Robots Competitive Advantage for Manager, Greenwich College,
Requires Meaningful Content
Recruitment, Direct Entry, Mark Falvo, Language Schools Australia
Ward Lincoln,
Isabelle Husillos, General Manager, Caete da Silva, Audience: All
Director, OISE Oxford,
Regional Director Europe & UK, International and Business, Head of Marketing & Partnerships,
United Kingdom
INTO University Partnerships, Laureate International Universities, LAL Language Centres,
Audience: Agents Australia & New Zealand United Kingdom
United Kingdom The Case for Superdiversity
Audience: Agents Audience: Agents Audience: Providers Francis Glover, 18:30
International Officer,
-
London South Bank University,
United Kingdom 19:00
Audience: All
Student Experience & Welfare Market Intelligence Professional Development
3
Room: Bellevue
14:00 - 15:00 15:00 - 16:00
How to Maximise Your ICEF Workshop Marketing Your Small Business Made
Experience - for Agents Simple
Tiffany Egler Magdy Attalla
Topic: Welcome & Introduction Topic: Marketing & Recruitment
Audience: Agents Audience: Agents
►Session description ►Session description
This session will provide you with a step by step guideline To build a successful business, you need to stop doing
on how to make the most out of your participation in ICEF random acts of marketing and start following a reliable plan
Workshops in general and the ICEF Berlin Workshop in for rapid business growth. In this seminar, I will reveal some
particular. simple and easy-to-follow techniques on how to create and
The session will cover the following topics: implement a marketing plan with the aim of growing your
business fast. The following areas will be explored:
• Preparation prior to the workshop
• Workshop parameters and how to maximise your time • How to get new customers and how to make more
during the event profit from existing ones
• Post-workshop follow-up and agent contracts • Why “big business” style marketing could kill your
• How to maximise your working relationship with business
providers • How to close sales without being pushy
• A simple step-by-step process for creating your own
personalised marketing plan
►Speaker
Whether you are just starting out your own small agency
Tiffany Egler or you are an experienced entrepreneur or recruiter, this
Director, Agent Relations, seminar may give you some crucial tips on how to propel
ICEF, your business growth.
Germany
►Speaker
Magdy Attalla
Regional Director,
Tiffany is a leading professional in the field of agent relations BHMS Business & Hotel Management
and workshop procedures. As Director of the Agents School,
Department at ICEF, her knowledge and dedication has Switzerland
been crucial to the development of ICEF workshops and
agent recruitment.
During her tenure of over 15 years at ICEF, Tiffany has A marketing consultant and an educator with over 20 years
overseen the successful organisation of most of ICEF’s agent of teaching and consulting experience in prestigious Swiss
workshops and today manages an international team which Hotel and Business Schools as well as British and American
continues to develop and to increase efforts to ensure the Universities. He was an adjunct professor at SBS Swiss
recruitment of professional study abroad agents worldwide. Business School, Florida International University, Schiller
International University, IHTTI School of Hotel Management,
IMI University Centre and Glion Institute of Higher Education.
In addition, he has over 15 years of managerial and marketing
experience in luxury hotels, resorts and tour operators in the
Middle East and Switzerland.
He is a graduate of SSTH Swiss School of Tourism &
Hospitality and holds a Master’s degree from EAEME jointly
with Imperial College of London. He is pursuing his Doctor
of Business Administration degree (DBA) at Heriot-Watt
University with a specialisation in services marketing.
4
Room: Bellevue
16:00 - 17:00 17:00 - 18:00
Student Mental Wellbeing in Language Francophone Markets: How to Promote
Schools - What’s the Story, What Can We Your Institution and Increase the Number
Do and How Can We Do It? of International Students Interested
in Studying at Your Institution
Nicola Lutz & Ruth Hughes
Monèle Schrot & Sarah Mines
Topic: Student Welfare
Topic: Marketing & Recruitment
Audience: All
Audience: All
►Session description
►Session description
Mental wellbeing for international students is of growing
concern, with increased insurance claims and teachers In this session, we will identify where we can find French
on the front line. Most are at a vulnerable age, perhaps markets for your institutions and agents looking for French
lacking communication skills or confidence to talk about programmes; we will discuss how to promote your programmes
mental health. Schools are supporting students far from (for institutions); we will review internal and external factors
home, in a different culture, under pressure to learn and influencing students’ and parents’ decisions (agents); and
to “have fun.” We may not want to talk about ‘challenging’ we will provide you with tips and techniques on how to be
kids, but in the event of crisis, what can we do? The aim successful in your work to promote and recruit students for
of this seminar is to: French programmes.
• Identify issues ►Speakers
• Workshop potential policies and strategies
Monèle Schrot
• Explore mental wellbeing promotion
Director, French Programming, Canada,
• Discuss training options for staff and stakeholders ICEF,
• Raise awareness of issues Germany
• Open a forum
►Speakers
Fluent in four languages, Monele Schrot has gained extensive
Nicola Lutz
experience of all aspects of education through her career
Owner,
as a teacher, school principal and Director of International
No Fluff,
Education. Ms. Schrot holds a BA, B.Ed., and a Master’s
United Kingdom
Degree in School Administration from the University of
Manitoba. Before joining ICEF, Ms. Schrot was Director of
the International Education Department for ten years at the
Louis Riel School Division in Winnipeg, Manitoba.
With 23 years in International Education, Nicola is Owner of Sarah Mines
No Fluff, which grows companies around the globe through Director, Canada
their sales, marketing and finance functions; Virtual Sales ICEF,
Leader of several businesses (in and out of this sector); Germany
Advisor to Student Minds and lover of good coffee.
Ruth Hughes Sarah Mines has over 12 years of experience in international
Founding Director, education leadership, specialising in developing and
Curious Human, maintaining international partnerships for Canadian
United Kingdom institutions. With an extensive background in all aspects of
internationalisation, Sarah has in-depth knowledge of global
education trends for the language, K-12 and post-secondary
sectors.
Sarah has a keen understanding of international student
Ruth Hughes is an educator, consultant, professional recruitment and retention and has presented at over 30
speaker and academic in the fields of positive and coaching different conferences on topics ranging from marketing to
psychology, culture shock and student wellbeing. With over millennials to global student mobility projections. She is known
twenty-five years’ experience as teacher, safeguarding as a natural communicator and connector and currently sits on
lead, senior leader and consultant in schools in the UK and the Board of Directors for Vancouver Mount Pleasant Riding
abroad, Ruth is a passionate champion of young people. Association, and is a founding member of GLOW Ed, Canada’s
first leadership organisation for Global Women in Education.
5
Room: Bellevue
18:00 - 19:00
Rethinking Marketing and Recruitment
Mike Henniger
Topic: Marketing & Recruitment
Audience: All
►Session description
This session explores best-case practice in marketing to
international students. Traditional marketing techniques in
education often fail to differentiate one programme or institution
from another.
During this presentation, participants will learn what type of
information students are really looking for. Case studies will be
examined to see how some education institutions are standing
out from the noise and getting themselves noticed in a positive
way.
►Speaker
Mike Henniger
Vice President, Sales & Marketing,
ICEF,
Germany
Mike Henniger is the VP Marketing and Sales for ICEF and has
previously held senior positions in the language, vocational
and post secondary sectors.
Mike has been actively involved in the marketing and recruitment
sphere in international education for more than 15 years and
is a regular presenter and panellist at international education
conferences.
Mike specialises in cross media marketing, brand advocacy,
social media strategies and effectively using agents to maximise
international student recruitment.
6
Room: Charlottenburg I / II
14:00 - 15:00 15:00 - 16:00
How to Maximise Your ICEF Workshop The IALC Student Experience
Experience - for Providers Retrospective Analysis
Ian Cann & Nick Stevenson Patrik Pavlacic
Topic: Welcome & Introduction Topic: Student Experience
Audience: Providers Audience: All
►Session description ►Session description
This session will provide you with a step by step guideline As a leading association for the learning of languages abroad,
on how to make the most out of your participation in ICEF one of the core values of IALC is to build a global community
Workshops in general and the ICEF Berlin Workshop in and foster international understanding through collaboration
particular. The session will cover the following topics: and sharing across the world. Our research projects,
• Preparation prior to the workshop administered by StudentMarketing, aim to build valuable
• Workshop parameters and how to maximise your time data which can be used as a reference in the international
during the event education industry in which billions of people participate.
• Post-workshop follow-up and agent contracts The IALC 2017 & 2018 Research Reports were the result of
• How to maximise your working relationship with agents an online survey of over 4,700 students and one of the first
systematic attempts to measure the student experience at a
►Speakers global level and this seminar will analyse both reports in detail.
Ian Cann
Director, USA,
ICEF, ►Speaker
Germany Patrik Pavlacic
Market Research Manager,
StudentMarketing Ltd.,
Austria
Ian Cann serves as Director for ICEF USA’s Business Development
team, working with new and existing customers in effectively using
agents to maximise international student recruitment. Ian has
been involved in international student recruitment for a decade,
and regularly presents at international conferences on the subject Patrik Pavlacic is the Head of Research at StudentMarketing,
of working with international recruitment agents, international global specialists in market research and strategic business
marketing, and regional market intelligence. development for the international education sector and a
Previously, Ian was involved in international education for Salão do UNWTO Affiliate Member.
Estudante/Expo Estudiante and working for IPC Media on some
of the most popular magazines and websites in Britain. Patrik’s primary focus and expertise lies in global-scale data
Ian gained a Bachelor of Arts with Honours in Philosophy from collection, trend analysis and interpretation, and data-driven
the University of Leeds in the UK. He speaks English, Spanish, market expansion strategies. He has produced or contributed
and Portuguese and is currently based in Barcelona. to over 50 research projects for governments, associations,
investors and individual educational institutions.
Nick Stevenson
Business Development Manager, EMEA Since 2011, he has led the company’s team of in-house and
ICEF, in-field researchers. Patrik regularly presents at conferences
Germany and has been interviewed by many publications. He is a
member of ESOMAR World Research.
Nick has been at ICEF since July 2014, responsible for
business development within the UK & Ireland, helping
educators and service providers develop relationships
with agencies overseas. He has been working within the
international education sector since 2008. He studied
Spanish & Management at the University of Leeds, including
an Erasmus Year at the Universidad Complutense de Madrid
Faculty of Economics & Business. After graduation, his first
role was at Study Travel Magazine responsible for business
development across various international education markets.
7
Room: Charlottenburg I / II
16:00 - 17:00
The ICEF Agent Barometer 2018
Jessica Howlett & Tiffany Egler
Topic: Market Intelligence
Audience: All
►Session description
Since 2007, ICEF has partnered with i-graduate to conduct an
annual survey on the opinions of education agents about the
international education industry. The session will report on the
latest findings of the 2018 ICEF Agent Barometer. The study
uncovers the latest trends in student mobility, and what support
agents expect from their educator partners. We will be looking
at a number of questions, including: How many students do
agents around the world recruit per year? What are the trends?
Is there any market re-direction? Is the attractiveness of study
destinations changing? How can education institutions market
themselves more efficiently?
►Speakers
Jessica Howlett
Business Development Director,
i-graduate,
United Kingdom
Jess joined i-graduate in 2008 and leads on bespoke market
research projects delivering insight for education stakeholders.
She joined i-graduate from a background in TEFL and
recruitment in China.
She has worked in multiple regions on administration of
the International Student Barometer and other large-scale
student surveys. She conducts research studies on prospective
students, alumni, education agents and a range of stakeholders.
This includes quantitative and qualitative research methods.
Jess studied Classics at Brasenose College, Oxford and has
an MA in Chinese Studies from the University of London’s
School of Oriental and African Studies.
Tiffany Egler
Director, Agent Relations,
ICEF,
Germany
Tiffany is a leading professional in the field of agent relations and
workshop procedures. As Director of the Agents Department
at ICEF, her knowledge and dedication has been crucial to
the development of ICEF workshops and agent recruitment.
During her tenure of over 15 years at ICEF, Tiffany has overseen
the successful organisation of most of ICEF’s agent workshops
and today manages an international team which continues to
develop and to increase efforts to ensure the recruitment of
professional study abroad agents worldwide.
8
Room: Charlottenburg I / II
17:00 - 18:00
“Transparent Marketing” in the Language Paolo Barilari
Owner,
Sector - a Panel Discussion
Lingue nel Mondo,
Jago Brown, Paolo Barilari, Marcelo de Italy
Araújo Cansini & Ross Holmes
Topic: Marketing & Recruitment
Audience: All Paolo Barilari, Italian, from Rome, has worked in the
Language Travel sector since 1989. He is the owner
and director of Lingue nel Mondo, an online LT agency.
►Session description Paolo is one of the founder members of IALCA, the Italian
One school of thought says that agents should be totally Association of Language Consultants and Agents. He
transparent in their marketing - give school names, show was president of IALCA for six years and is currently
prices, display student reviews prominently. Another school vice president. He is also vice president of FELCA,
of thought states that if agents give students too much the Federation of Education and Language Consultant
information they might not need their services anymore. Do Associations.
agents provide a better service if they “tease” the customer
via their marketing then tailor the package once the student Marcelo de Araújo Cansini
is in contact? Should schools seek to prevent agents from Founder and President,
discounting below agreed gross prices? World Study,
Brazil
Come and join us for what we’re sure will be a lively debate
about the merits and pitfalls of being transparent. This
panel discussion features educators and agencies from the
language sector and will doubtless include lots of audience
participation. Marcelo de Araujo Cansini, graduate in Business
Management, is the Founder and President of World
►Speakers Study in Brazil. He is also an entrepreneurship teacher
at a Post Graduate course and a consultant for start-up
Jago Brown businesses. His educational background includes two
Commercial & Groups Director, post-graduate courses in the United States in Marketing
British Study Centres, and Entrepreneurship followed by two masters in
United Kingdom Management and Entrepreneurship.
►Chair
Ross Holmes
Jago has been in senior commercial and management roles Director, Online Products,
for nearly 20 years in a variety of sectors. ICEF,
Before taking his current role at BSC, Jago was Managing Germany
Director of the UK language school group Experience English
and before that was MD of EAC Language Centres.
He came to language travel after a series of senior roles
Ross started his career in international education in 2007
at UK tour operator First Choice and in the creative and
organising student fairs across Brazil and Latin America.
digital industries.
After 5 years he returned to his native UK where he
In 2005 he created the UK’s first system for digital transfer helped brands such as HSBC, British Airways and Harrods
of golf tee-time bookings and ran that business through to develop strategies to reach international students studying
sale in 2009. in the UK.
He joined ICEF in 2013 where he has managed the
development of Coursefinders.com and brought on board
new services such as CoursePricer, Virtual Reality and
Augmented Reality.
9
Room: Charlottenburg I / II
18:00 - 19:00
At the Cutting Edge: 2018 Data and What
it Means for Your Business
Jodie Gray & Maria Cervenanova
Topic: Market Intelligence
Audience: All
►Session description
As far as we know, English UK is the only association in the
language travel industry to analyse industry data on both an
annual and a quarterly basis.
In 2017, together with our insight partner StudentMarketing,
we launched QUIC – an unparalleled quarterly statistics
initiative to help our members identify market trends and
opportunities. This year we piloted a new in-depth data
project with face-to-face interviews with a researcher. Should
this be rolled out further, it will set a new gold standard for
industry intelligence.
In this session, Maria Cervenanova, senior research
manager at StudentMarketing, will showcase English UK’s
intelligence activities and give an overview of their most
interesting findings. A panel of English UK member centre
representatives, chaired by Jodie Gray, Director of Strategic
Development at English UK, will then discuss how they use
the data in their marketing efforts.
►Speakers
Jodie Gray
Director of Strategic Development,
English UK
United Kingdom
As director of strategic development, Jodie works closely with
the chief executive of English UK to establish and review
key strategic priorities for the association and translate them
into an actionable plan. Jodie first joined English UK in 2007
and has worked in the international education industry for
12 years.
Maria Cervenanova
Senior Research Manager,
StudentMarketing,
Austria
Maria Cervenanova is the senior research manager at
StudentMarketing. She specialises in global-scale data
collection (quantitative research), trend analysis and
interpretation, and is responsible for English UK’s projects
including the Annual Student Statistics Report and the
Quarterly Insight Cohort.
10Room: Tegel
14:00 - 14:30 14:30 - 15:00
The Turkish Study Abroad Market - The German Language Travel Market
2018 Trends Prof. Dr. Britta Bergemann
Eren Goker
Topic: Market Intelligence
Topic: Market Intelligence Audience: Providers
Audience: Providers
►Session description
►Session description Language travel provides excellent opportunities to acquire
the linguistic and cultural skills required by our increasingly
Turkey is an important source country for international
globalised world. In this presentation, I will first highlight the
students. The session aims to provide you with a market
most important features of products and services related
overview and will cover the following topics:
to language travel. In a second step, I will discuss results
• General information about Turkey and the Turkish from a market survey conducted in 2018. For this survey,
education system a significant number of German language travel agents
• Profile of a Turkish study abroad student provided data on the target groups related to linguistic stays,
• Student mobility from Turkey: how many students are target languages, main destinations, the average duration of
currently studying abroad in which sectors and which stay, purposes of linguistic stays, and market developments.
are the key destinations In the third section, I will discuss recent developments in
• Most popular choices for language education and the German language travel market.
higher education programmes abroad: programmes,
destinations, accommodation options
• Visas and refusal rates ►Speaker
• UED’s advice on how to enter the Turkish agency
market and how to cooperate with local agencies Prof. Dr. Britta Bergemann
taking recent developments into consideration Board Member,
Fachverband Deutscher Sprachreise
Veranstalter (FDSV),
Germany
►Speaker
Eren Goker
Member of Board of Directors,
The Association of International Prof. Dr. Britta Bergemann is a Professor of International
Educational Counselors Turkey (UED), Marketing at the Heilbronn University of Applied Sciences.
Turkey Previously, she held the Professorship of International
Marketing at Furtwangen University, where she also
served as Vice-Rector for International Affairs and Director
of the International MBA Programme. In addition, she has
Eren Goker founded his first agency in 1997 and became founded and directed MBA programmes in Iraq, Saudi Arabia
a founding member of UED in 2001. After many years of and Tajikistan and has routinely taught courses in these
counselling students for education within the United States, programmes. She has also been a guest speaker and lecturer
the United Kingdom, Australia, Malta, Ireland, South Africa at numerous venues in China, Russia, Tunisia and Vietnam.
and several European countries both for language and higher Prior to her university career, Prof. Bergemann held a
education, he started up his new venture GKR Educational top management position at the London-based Aegis
Counselling in 2013. Media, now Dentsu Aegis, one of the largest international
communications agencies. Previously, she had served as
He was elected to the UED Board in 2007 and he has been Marketing Director for the international consulting firm Arthur
the President of the association from 2009 to 2018. Mr. Eren Andersen, now Deloitte Consulting, after holding marketing
Goker became the Vice President of Felca, Federation of positions for several years at Unilever and Kraft Jacobs
Education and Language Travel Organisations in 2015. Suchard, where she was Marketing Director in the US. She
has been a member of the FDSV’s Scientific Advisory Board
since 2017. In this role, she evaluates the language stays and
courses offered by the FDSV members and is responsible
for the Association’s marketing activities.
11Room: Tegel
15:00 - 15:30 15:30 - 16:00
How to Recruit Students from Student Recruitment from Russia:
Scandinavia Emerging Trends and New Approaches
Johan Asplund Denis Smorchkov
Topic: Market Intelligence Topic: Market Intelligence
Audience: Providers Audience: Providers
►Session description ►Session description
Do you want to recruit students from the Scandinavian During late 2017 – mid 2018 the Russian international
countries: Sweden, Norway, Finland, and Denmark? In this education market has been experiencing some destination
presentation we look at the Scandinavian market from four shifting caused by international politics and media influence.
different perspectives: All British Council offices including the one in Moscow are
• Where and what do Scandinavians study abroad? closed, which is definitely changing the number of candidates
• What characterizes Scandinavian students and what for short-term language travel to the British Isles. Most US
are they looking for in a school? Consulates are still open, however there is practically no
• How to recruit Scandinavian students? chance in getting an interview for B1/B2 visa. We have
• How to make your website more attractive to the no other option but to adapt to this changing environment.
students? This session will discuss some key points you must consider
when placing your product into the Russian market today:
The primary audience for this seminar is schools and other
• The importance of parent engagement
service providers interested in the Scandinavian market.
• Russia’s Generation Z: new marketing approaches
through video and social media
►Speaker • Mass market versus specifically targeted market
Johan Asplund segments
CEO / Founder, • Russian regions and their cultural differences
DreamStudies, • Money value and the challenges of the Russian
Sweden banking system
• Student expectations and motivation
►Speaker
Johan Asplund has worked in this industry for 15 years as Denis Smorchkov
a student counselor, product developer, web marketer and Director General,
managing director. He has studied abroad in five different TravelWorks,
countries and helped thousands of Swedish students to study Russia
abroad. He is an expert on the Swedish CSN-system and
has helped many schools to get approved by CSN.
In 2016 Johan founded DreamStudies, based in Stockholm
Sweden. It is a new kind of agency offering great flexibility to Denis Smorchkov is a Director General of TravelWorks, a
schools and students. DreamStudies help schools and other company that’s locally presented in Russia and Kazakhstan
service providers to find and recruit international students and recruits online in each and every CIS country.
from Sweden and the rest of the world. With the experience of more than 16 years in the Youth
Travel industry, Denis takes responsibility for analysing the
life of this market considering the output of his own company.
Russia and CIS cover an enormous territory, but this region’s
strengths and weaknesses vary from year to year, so Denis
and his team got used to adapting to a constantly changing
environment.
Personal engagement in managing the recruitment team
helps Denis keep himself informed on new market trends in
Russian-speaking countries and he knows how to influence
the behaviour and choices of Russian students as well as
their parents.
12Room: Tegel
16:00 - 16:30 16:30 - 17:00
Recruiting from Spain: Market Trends and The Ever-Changing Student -
Opportunities Expectations of Learning Experience for
Polish Students
Óscar Porras Sanchez
Klementyna Gieżyńska
Topic: Market Intelligence
Topic: Market Intelligence
Audience: Providers
Audience: Providers
►Session description
►Session description
This session will outline highlights of changes in the Spanish
language travel market during the past few years. Do you know what your potential students expect from
In general terms, it can be stated that there has been an programmes they are considering? What are the criteria
increase in the demand for certain programmes while others they consider when purchasing language courses? What
are in decline. We will present the notion that current global about university studies? This session will focus on the Polish
politics have a direct impact on traditional top destinations. In educational market and will help you understand learning
light of certain political trends, we can observe that parents expectations of different target groups in Poland.
tend to send their children to alternative destinations rather The presenter will discuss the current educational landscape
than to formerly popular countries. In addition, high opinions in Poland, define market size for children, teenagers
of and the reputation of family life in certain nations have been and adults, and address student/participant and payer
turning less established destinations into top destinations expectations of international learning experiences. Learn
for language study. how to improve your marketing efforts and create packages
Another trend that will be discussed is that parents prefer catering to the Polish market.
having their child as the only Spanish speaker in a host family
rather than choosing accommodation in a student residence.
►Speaker
Klementyna Gieżyńska
►Speaker Operations Manager,
Óscar Porras Sanchez LuminarED,
President, Poland
Asociación Española de Promotores de
Cursos en el Extranjero (ASEPROCE),
Spain
Klementyna Gieżyńska, MBA, is an Education Designer
at Luminar Foundation who helps parents to create
educational paths that best suit their children. She has 17
Óscar Porras studied English Literature at Complutense
years of experience in customer service, seven years in
University of Madrid, and his dedication and passion for
international recruitment services and has been working
education has gained him the position of President of
on internationalisation of higher education since 2013. She
ASEPROCE (the Spanish Association of Promoters of
advises parents and coaches students on optimal educational
Language Courses Abroad).
choices.
ASEPROCE is a not-for-profit organisation - founded in 1987 Klementyna’s research interests include Generation Z,
- which continues to pursue its objective to promote high determining factors in choosing educational paths and
quality and professional standards of companies operating educational institutions, and the digitalisation of society.
in the industry in Spain and of protecting the interests of
students.
13Room: Tegel
17:00 - 18:00
The Future of Student Recruitment in the Haitam Giat
MENA Region Founder and CEO,
Yes Atlas,
Josie Al Humaidi Reay, Haitam Giat & Saudi Arabia
Nabil Najd
Topic: Market Intelligence
Audience: Providers Successful entrepreneur with more than 20 years of
experience in the fields of IT, Technology, Online Marketing
and Social Media. Haitam Giat is a business owner and
►Session description developer of small and large-scale projects both regionally
The Middle East is an important market and source region for and worldwide.
international students. The session will provide you with an
overview of two countries within this region, Saudi Arabia and He is the founder and CEO of Yes Atlas, the largest and
Oman. The following topics will be covered for each country: multiple award-winning recruitment agency in MENA.
● Background:
- Geopolitical
►Chair
- Size of Market
- Education System Nabil Najd
Manager MENA Region,
● Current status of the study abroad market: ICEF,
- Number of students studying abroad Germany
- Course and destination preferences
- Average length a student spends abroad
- Student expectations
● Future potential & trends Nabil joined ICEF in 2011 as an Agent Relations and
Business Development Manager for the Middle Eastern
and North African markets and since 2014 holds the position
►Speakers of Manager MENA Region, ICEF Lebanon.
Josie Al Humaidi Reay
Nabil has developed a wide range of contacts within the
Assistant Director Manager,
industry and contributed towards broadening ICEF’s access
Weejhat Academics - Wego UK,
to the region by focusing on introducing quality agents
Oman
to our workshops around the world. In addition, Nabil is
responsible for assisting and advising educational institutions
new to working with study abroad agents and/or new to
ICEF Workshops and helping clients to select the most
appropriate ICEF services to increase their international
Weejhat Academics (Wego UK) is an independent, active and
student enrolments.
exciting family-run business located in Muscat, Sultanate of
Oman. Established in 2016, our services currently include
Nabil graduated with a Master’s degree in Automation
educational recruitment, study solutions and study tours
Technology from the Technical University Berlin, Germany
primarily in the UK.
in 2010. He speaks English and German as well as his
native language Arabic.
What makes us different from other agencies is our level of
care for our customer base and partners. Our office is made
up of a small trusted friendly multi-national team who share
similar values and visions.
We speak a mixture of languages and aim to connect with
our customers at their level providing the full study solution
package that they desire. We ensure the quality of education
for our customers by personally meeting and checking our
partners’ school facilities to meet the best standards.
14Room: Tegel
18:00 - 19:00
Student Recruitment from Latin America Dr. Gabriela Ardito
President,
Jorge Alberto Otero, Dr. Gabriela Ardito, ARSAA - Argentine Study Abroad Association,
Victor Hugo Baseggio, Ricardo Toscano & Argentina
Gustavo Viale
Topic: Market Intelligence
Gabriela Ardito holds a Bachelor´s Degree in English Language
Audience: Providers
and a PhD in Modern Languages from Universidad del Salvador,
Argentina. She has been involved in ESL Teaching & Language
►Session description Travel Research since 1993. Founder of VCE International,
Gabriela has signed collaboration agreements with over 20
Latin America is an important source region for international international educational institutions, is an ICEF trained agent,
students. However, trends change quickly. This session will aim Quality English, IALC & English UK partner agent and presides
to provide you with an overview and general information on some the Argentine Study Abroad Association ARSAA, launched in 2016.
of this region’s markets: Argentina, Colombia, Brazil and Ecuador.
A panel of in-country market experts will discuss future potential
and trends. Ricardo Toscano
President,
►Speakers COICEC,
Ecuador
Jorge Alberto Otero
Board Member,
ANEX Colombia - National Association of
Education Advisors for Study Abroad,
Colombia
Ricardo graduated as an Industrial Engineer and has an MBA
degree in International Business. After graduation he had the
opportunity to study in Canada where he first made contact with
the International Education industry.
Jorge Alberto Otero, is the Co-Owner & Co-CEO of Study Union
Ricardo has been working in the educational consultancy industry
International and a Member of the Board of Directors and the
for 30 years, he currently works in an educational group and higher
Ethic Committee of ANEX Colombia - the National Association
education institution which also has language schools in Ecuador.
of Education Advisors for Study Abroad.
Ricardo is a leader in his field and he is permanently searching
to improve education for the youth and young adults of Ecuador.
Since 2016 he is in charge of COICEC - the first and only
Victor Hugo Baseggio
organisation that endorses prestigious international cultural
Co-Owner & Co-CEO,
exchange organisations of the country. It was created by the most
CI - Central de Intercâmbio,
important and prestigious agencies of the country and approved
Brazil
by the Ecuadorian government in 2009.
►Chair
Gustavo Viale
Victor Hugo graduated as a Civil Engineer and has an MBA degree
CEO,
in Finance. After his graduation he spent three years in Europe
InterWay Educational Consultancy,
to enhance his education. He experienced a few exchange and
Argentina
language programmes in various countries.
After co-founding CI in 1988 with focus on quality services, the
company has become Brazil’s largest educational agent with more
than 700 people directly involved in its activities.
Gustavo Viale is CEO of InterWay Educational Consultancy in
Buenos Aires, Argentina.
Today CI is clearly positioned as an omni channel company. Its
Interway works mostly with groups of students who wish to improve
digital marketing with a remarkable performance in social media
their language and communication skills for general purposes
powers its network of more than 130 stores in Brazil and overseas,
and study abroad. InterWay Educational Consultancy has been
its telesales and its e-commerce activities.
selected into the Excellence Assessment Designation programme
for its transparency framework for the local and LATAM study
abroad markets. He is also Director at English Way School of
English, which is located in the West of the Greater Buenos Aires
region, and has been delivering English language courses to local
students for 29 years.
15Agent Workshops Agent Training
ICEF Alumni Educator
Development
ICEF
SOLUTIONS
CourseFinders ICEF Monitor
ICEF Media
icef.com/solutionsRoom: Dahlem
14:00 - 14:30 14:30 - 15:30
How Social Media and Digital Marketing Hochalpines Institut Ftan (HIF) – a “New”
Enhance International Recruitment Swiss International Boarding School
and Sports Academy with 225 Years of
Mia Anzola Manrique & Haitam Giat
Tradition in Education
Topic: Marketing & Recruitment Ursula Sommer
Audience: Providers
Topic: Industry Presentation
►Session description Audience: Agents
Did you know seven seconds is about all the time you have
to make a connection between your online content and a ►Session description
lead? An undoubtedly fast-paced, online and visual world in HIF Swiss International Boarding School and Sports Academy
which digital marketers must rely on social media to enhance is a co-educational secondary boarding school founded 225
and customise your study abroad agency or school’s strategy years ago in the picturesque, safe and healthy sourroundings
to convert leads into enrolled students. of the Swiss mountains, just three hours from Zurich. HIF
Join Mia and Haitam and learn about the art of using four of offers a range of educational Swiss and international
the most useful social media platforms to your advantage, programmes for students in grades 7 to 12. Swiss Matura,
design effective ways to generate attention online and, IGCSE as well as bilingual English/German language and
ultimately, boost enrolment records via digital marketing. integration options are on offer. HIF is a candidate school
►Speakers for the IB Diploma Programme and pursuing authorisation
as an IB World School.
Mia Anzola Manrique
In its Sports Academy, HIF enables young talents and
LATAM - Marketing & Social Media
students interested in winter sports and/or golf to combine
Manager,
competitive or leisure sports with an academic programme
Findcourse.com,
to excel in both academics and athletics.
United Arab Emirates
►Speaker
Ursula Sommer
Mia is a strategic marketing and social media expert focused Head of Admission and Marketing,
on the development of business growth opportunities in Hochalpines Institut Ftan,
LATAM. Switzerland
Mia provides valuable insights by focusing on consumer
behaviour.
Ursula Sommer has 25 years of experience in Swiss and
Haitam Giat international boarding education and now heads Admission
Founder and CEO, and Marketing at HIF Swiss International Boarding School
Findcourse.com, and Sports Academy.
United Arab Emirates
Most recently, Ursula and her husband Beat Sommer,
Director at HIF Swiss International Boarding School and
Sports Academy, set up and launched a Swiss international
school in Dubai.
Successful entrepreneur with more than 20 years of
experience in the fields of IT, Technology, Online Marketing
and Social Media. Haitam Giat is a business owner and
developer of small and large-scale projects both regionally
and worldwide.
He is the founder and CEO of Yes Atlas, the largest and
multiple award-winning recruitment agency in MENA and
founder of of FindCourse.com, international fastest growing
online recruitment agency.
17Room: Dahlem
15:30 - 16:30 16:30 - 17:30
The Importance of Technology and Content Can Malta Offer a Guaranteed Pathway to
Integration for the International Language Highly Ranked Universities?
Learning Experience Linda Azzopardi & Andrew Straughan
David Ganly & Peter Lahiff
Topic: Industry Presentation
Topic: Industry Presentation Audience: Agents
Audience: All
►Session description
►Session description Malta is not a newcomer to Tertiary Education – the University
The Communicative Approach has been the foundation of English of Malta started off as a college run by the Jesuits in 1592,
language teaching since the 1970s. It represented a major step forward making it one of the oldest universities in Europe. For the last
in the way we thought about languages and what it was to be a 50 years, Malta has been considered to be a quality destination
successful learner and it has inspired many to travel to study languages. for students to learn and improve their English. In recent
Over the course of 50 years, general English programmes run on years Malta started making inroads to become an important
this model have become nearly ubiquitous. The recent trend towards player in academic and tertiary education with the opening
content integrated language learning, bi-lingual schools in Europe, and and representation of a number of prestigious international
increased access to the English-speaking world through the internet, universities and colleges.
have transformed students’ exposure to the language at home. In This session will provide a detailed overview about Malta as
order to continue to prove the value of educational travel, agencies a quality and affordable destination, and NCUK’s International
and schools need to give a greater sense of purpose and relevance Foundation Year programme with guaranteed progression to
to the courses they are offering. One way to answer this is to embrace highly ranked universities.
technology as an essential medium of modern communication and
►Speakers
integrating content from across the subject areas into our programmes.
This would also involve schools widening their focus beyond language Linda Azzopardi
alone to take in the full range of digital, interpersonal and communication Director of Studies,
skills that students develop while studying with us. By developing a European College of Malta,
more complete learning experience we, as a sector, can ensure that Malta
students continue to travel for study in increasing numbers over the
next 50 years.
Linda is an experienced English teacher
►Speakers
and teacher trainer. She has trained English teachers in
David Ganly Mala, Russia and the Ukraine both in mainstream education
Managing Director, and in private language school contexts. She has been with
Future Learning Language School, Ireland Clubclass Malta since 1999 as the school’s first Director of
Studies. In 2014 she was tasked to set up and run Malta’s
David has served as an Engineering and only delivery centre for NCUK’s International Foundation
Computer Science teacher for over 10 Year Programme. Since the beginning of the programme Lin-
years, graduating from University of Limerick da has been the main point of contact with partners, agents
he also holds a Master’s of Science in and students. She has an M.A. in English and Cambridge
Technology and Learning from Trinity College Dublin. David DELTA.
is the founder of Future Learning Language School, 2013. Andrew Straughan
Now firmly leading the technology enhanced approach in the English Market Development Manager,
language sector with Future Learning, David continues to be involved NCUK- The University Consortium,
with second level education with the introduction of Computer Science United Kingdom
as a senior cycle subject in Ireland. Having worked in both sectors
David believes the language sector can learn a lot from state education
systems and vice versa.
Peter Lahiff Andrew Straughan started working for NCUK in 2013 as a
Academic Director, Market Researcher and Data Analyst. In this role, support was
Future Learning Language School, Ireland provided to both the Marketing and Business Development
functions within the organisation. Support was provided
Peter Lahiff is an experienced course designer, predominantly through the provision of market research and
teacher trainer and academic manager who has analysis. In 2015 Andrew became NCUK’s Market Development
worked in ELT for just under 20 years. Manager for Europe, Africa and South America. Within these
Peter became Academic Director of Future Learning soon after it was regions, Andrew’s main focus is to support NCUK’s study
founded and worked on the preparation of its first summer course in centres by working closely with the academic, marketing
2014. He develops and implements its innovative technology enhanced and placement teams to satisfy recruitment and placement
language courses for young learners and teenagers across various
objectives. Andrew holds a degree in History from the University
locations in Ireland and the UK.
of Liverpool.
18Room: Dahlem
17:30 - 18:00 18:00 - 18:30
Brand Thinking in the Era of Digital The Importance of Accommodation in
Transformation Student Wellbeing Silver Sponsor
Prof. Joachim Bongard Bobbi Hartshorne
Topic: Industry Presentation Topic: Student Welfare
Audience: All Audience: All
►Session description ►Session description
Digital Transformation has become a huge challenge for It is our belief that student accommodation has unexplored
any kind of industries and companies. Disruptive changes potential in contributing to the greater understanding of
force companies being faster, more flexible and especially student wellbeing. This is after all, where students spend a
as open-minded as possible. New business models are considerable proportion of their time. We also recognise an
evolving based on new ways of thinking about core elements opportunity for student accommodation providers to deliver
of business like resources, organisational aspects, processes truly impactful approaches to optimising student wellbeing.
and - of course - customers.
We are delighted to be using this platform to share the
In our globalised 24/7/365-economy competition is growing findings from our latest global research. Early indications
even faster. In this kind of hi-speed ‘Eye-ball Economy’ suggest that similar student wellbeing challenges prevail
companies are fighting for customers’ attention as essential around the world and that there is a great deal to be gained
currency of success. As in the past, in the present even from exploring this topic in an international context. Our
much stronger BRANDS seem to be a strategic instrument of unique operation across eight very different countries
choice when it comes both to eye-catching and keeping-in- provides us with a powerful opportunity to do this and we
mind. Companies are therefore extending the strategic role look forward to sharing our diverse experience with you.
of Brand Management towards holistic concepts one could
define as ‘Brand Thinking’. Are we watching the evolution of
a new paradigm of business thinking in this long-term age
►Speaker
of digitisation? What kind of skills do companies need to
follow the brand thinking path? And what kind of educational Bobbi Hartshorne
products would be able to match with this special need? Global Head of Student Wellbeing,
Brand Academy - University of Applied Sciences is the only Global Student Accommodation,
higher education organisation worldwide focused on brands. Spain
To match the challenges of both brand practice and brand
teaching, we are on the edge of developing a new applied
method of holistic brand thinking. It’ll be both a paradigm
for managing brands and for teaching brand competence.
Bobbi joined GSA Group as Strategic Partnerships Manager
►Speaker in early 2015 following a career in Widening Participation
and International Student Recruitment & Marketing for
Prof. Joachim Bongard Universities across the UK and UAE.
Programme Director of
Brand Communication B.A., In 2017, Bobbi embarked on a new strategic project, seeking
Brand Academy - University of Applied to determine how GSA could promote and support optimal
Sciences, student wellbeing across our residential portfolio. The GSA
Germany Student Wellbeing Strategy is now a fully-integrated part of
our unique student experience. Bobbi is responsible for its
continued implementation, improvement and impact globally.
Prof. Joachim Bongard is lecturer in Communication, When Bobbi presented on this topic at the Global Student
Advertising Psychology, Neuromarketing, Customer Loyalty Living Conference in the UK in June this year, her presentation
and CRM at Brand Academy. was described as ‘a barnstorming speech…, whose energetic
He studied Communication Sciences at the University of presentation on wellbeing had everyone talking during the
Münster and at Rollings College, Winter Park, Florida, USA lunch break.’ We expect Bobbi will bring equal passion and
whilst teaching at the Department of Foreign Languages. energy to ICEF too.
Joachim has experience as a strategic planner and
consultant at ‘güttler+klewes communications management’
in Düsseldorf.
He also holds the position of Head of Planning at ‘Dievision
Agentur für Kommunikation’ in Hanover and is the Planning
and Client Service Director at ‘Gyro International’ in Hamburg.
Since 2010, he is the proprietor of ‘caliber53.5 strategie –
design – kommunikation’ in Hamburg.
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