STATEMENT OF INTENT 2017-2021 - Education New Zealand

 
STATEMENT OF INTENT 2017-2021 - Education New Zealand
E.48
Education New Zealand

STATEMENT OF
INTENT
2017-2021
STATEMENT OF INTENT 2017-2021 - Education New Zealand
Statement of Intent 2017-2021

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STATEMENT OF INTENT 2017-2021 - Education New Zealand
Education New Zealand

CONTENTS

Message from Board Chair........................................................................................................... 4
About Education New Zealand..................................................................................................... 6
Government priorities................................................................................................................... 8
Our operating environment ........................................................................................................ 10
Our outcomes framework ........................................................................................................... 14
Our operating intentions ............................................................................................................ 16
Our organisational development ............................................................................................... 24
Appendix One: Our statutory functions ........................................................................................ 30
Appendix Two: Leadership statement for international education................................................ 31
STATEMENT OF INTENT 2017-2021 - Education New Zealand
Statement of Intent 2017-2021

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STATEMENT OF INTENT 2017-2021 - Education New Zealand
Education New Zealand

MESSAGE FROM
BOARD CHAIR

Education New Zealand has continued to               look forward to working with the Ministry of
work well with the international education           Foreign Affairs and Trade and others to see
industry to assist with continuing growth in         barriers to our industry negotiated away in
the earnings from international students             new free trade agreement outcomes or updates
studying in New Zealand. The industry is now         of existing agreements. The China-New
one of New Zealand’s major export earners,           Zealand Free Trade Agreement refresh is an
and one of the few to be on track to deliver on      example of this.
the Government’s Business Growth Agenda
target. Two markets – China and India –              Over the next year we look forward to
continue to dominate our earnings but good           working closely across the industry, with
progress is being achieved on market                 providers, peak bodies and communities to
diversification. The India market has been a         deliver our goals.
challenging one over the past few years. It will     Finally can I acknowledge the support
continue to be important for the industry but        received from the wider Government for
the focus must be on higher level study. It is       Education New Zealand. This ranges from
therefore pleasing to see the growth in              support offshore from the Ministry of Foreign
numbers of Indian students studying at               Affairs and Trade and New Zealand Trade
university.                                          and Enterprise to policy development support
Over the next year we will be continuing             in New Zealand from the Ministry of
efforts to grow earnings from students               Business, Innovation and Employment,
studying in New Zealand and from activities          Tertiary Education Commisson, New Zealand
in other markets. We will be focused heavily         Qualifications Authority, the Ministry of
on delivering a new International Education          Education and other agencies. The support of
Strategy and on demonstrating the wider              Ministers is also critical and is appreciated by
economic, cultural and social benefits our           me and the Board. We are a small agency and
information, products and services are helping       we will need this continuing support to
the sector deliver to New Zealand. We also           achieve our ambitious targets.

 Charles Finny│Board Chair                         Philip Broughton│Board Member
 15 June 2017                                      15 June 2017
STATEMENT OF INTENT 2017-2021 - Education New Zealand
Statement of Intent 2017-2021

ABOUT EDUCATION
NEW ZEALAND

Our purpose                                                            polytechnics (ITPs), industry training
                                                                       organisations, private training establishments
Education New Zealand (ENZ) takes New
                                                                       (PTEs), English language providers (ELS) and
Zealand’s education experiences to the world
                                                                       schools. We also work with organisations that
for enduring economic, social and cultural
                                                                       deliver education offshore including education
benefits.
                                                                       providers, publishers, consultancy services and
Who we are                                                             education technology businesses.

                                                                       The consumers and users of many of our
ENZ is a Crown Agency. The Ministry of
                                                                       services are and will continue to be
Education and the Ministry of Business,
                                                                       international education providers. We need to
Innovation and Employment are our
                                                                       understand their needs and address them as
monitoring agencies.
                                                                       customers. However, having a strong focus on
In New Zealand, we have staff in Auckland,                             the needs of existing and potential
Hamilton, Wellington and Christchurch.                                 international students is also extremely
Offshore we have staff in Brazil, China,                               important. Placing international students at
Colombia, Germany, India, Indonesia, Japan,                            the centre of our approach is vital if we are to
Malaysia, Republic of Korea (Korea), Saudi                             stay abreast of current and future needs and
Arabia, Singapore, Taiwan, Thailand, the                               trends, avoid capture by existing providers
United States of America and Viet Nam.                                 and ensure New Zealand continues to present
ENZ’s offshore staff are usually co-located                            an attractive, compelling proposition to
with the Ministry of Foreign Affairs and                               internationally mobile learners.
Trade or with New Zealand Trade and
Enterprise.                                                            The next four years
Our statutory functions are shown in                                   We will be thought leaders and strategic
Appendix One.                                                          partners for the industry and other agencies,
                                                                       and be the expert provider of successful high
Who we work with                                                       impact activities to benefit the international
                                                                       education industry and New Zealand. We will
We work with New Zealand’s diverse                                     do this by:
international education industry and with
potential and existing international students.1                         leading the international education industry
                                                                         in thinking and implementation
The industry is made up of New Zealand’s                                telling the international education story in
universities, institutes of technology and                               New Zealand

1
  International students are students who are non-residents of New Zealand and have expressly entered New Zealand with the intention
of study, or have enrolled with a New Zealand provider offshore. ENZ counts international PhD students, exchange students, NZ Aid
students, foreign research postgraduate students and full fee-paying international students as international students.

                                                                                                                                       6
STATEMENT OF INTENT 2017-2021 - Education New Zealand
Education New Zealand

 driving value to New Zealand through         On the Board’s behalf, the Audit and Risk
  student mobility                             Committee monitors the financial and risk
 driving value to New Zealand through         management of ENZ.
  education delivery offshore
                                               The Human Resources/Organisation
 continuously improving ENZ’s capability.
                                               Development Committee assists the Board in
More details about these activities are        fulfilling its responsibilities regarding human
contained in pages 14 to 21.                   resources and organisational development
                                               policies and practices.
Our Board
                                               A number of special advisers to the Board help
ENZ’s Board is made up of between five and     guide and shape the Board’s work and ensure
seven members appointed by the Minister for    connections with the strategic direction of
Tertiary Education, Skills and Employment      other agencies. The special advisers are:
(this portfolio includes international
                                                the Chief Executive of the Ministry of
education). The Board is responsible for the
                                                 Education
governance of the organisation, including
                                                the Chief Executive of the Ministry of
setting its strategic direction and its
                                                 Foreign Affairs and Trade
monitoring performance.
                                                the Deputy Chief Executive Labour, Science
The Board regularly meets to carry out           and Enterprise from the Ministry of
governance functions and address major           Business, Innovation and Employment
challenges that impact on the industry.         the Deputy Chief Executive Immigration
                                                 New Zealand from the Ministry of
                                                 Business, Innovation and Employment.

Diagram 1: Governance of ENZ
STATEMENT OF INTENT 2017-2021 - Education New Zealand
Statement of Intent 2017-2021

GOVERNMENT PRIORITIES

The Government’s main                                                      New Zealand’s international
priorities                                                                 education
                                                                           The Leadership Statement for
International education is one of New
                                                                           International Education
Zealand’s most valuable exports, and as such
our work contributes to the Government’s                                   The Government’s goals for the international
priority of building a more competitive and                                education industry are set out in the
productive economy.                                                        Leadership Statement for International
                                                                           Education. It sets targets for the size, scale and
We also support the Government’s priority of
                                                                           sustainability of the industry by 2025.
responsibly managing the Government’s
finances by ensuring we deliver our work                                   We are well on track to delivering these
programme efficiently and effectively, and by                              targets much earlier than was previously
delivering value for money.                                                thought likely. The challenge now is to ensure
                                                                           continued growth and a sustainable future for
Business Growth Agenda                                                     the industry in an ever-changing international
International education as an export industry                              environment. We are focused on increasing
supports the Business Growth Agenda’s goal                                 the economic value per international student,
to build export markets. International                                     growing the number of international students
education is one of the core elements identified                           studying in New Zealand’s regions, and
to help achieve the Business Growth Agenda’s                               exploring opportunities for increasing the
export markets goal of increasing the ratio of                             value of education services delivered offshore.
exports to gross domestic product to 40                                    The Leadership Statement includes objectives
percent by 20252.                                                          for the quality of international relationships
International education also contributes to the                            that underpin the international education
Business Growth Agenda’s goals for                                         industry, and for the cultural and academic
innovation and for skilled and safe workplaces.                            benefits from New Zealanders’ international
Within the skilled and safe workplaces work                                education experiences. These objectives are of
stream, international education supports the                               equal importance to financial targets.
aim of improving the safety of the workforce                               The Leadership Statement is set out in
and building sustained economic growth                                     Appendix Two.
through a skilled and responsive labour
                                                                           A new International Education Strategy to
market.
                                                                           2025
                                                                           We are working with the Ministry of
                                                                           Education to lead the development of a new
                                                                           International Education Strategy to replace
                                                                           the Leadership Statement for International

2
 This Statement of Intent includes calendar year and financial year information. A calendar year is shown as a single year, such as 2017,
while dates such as 2017/18 refer to a financial year.

                                                                                                                                            8
Education New Zealand

Education. This new strategic direction and      New Zealand’s education system
activity will be guided by the following
                                                 A Performance Improvement Framework
principles:
                                                 review of ENZ was completed in 2016. It
 Student-centred – by understanding and         endorsed our foundation approach to our
  delivering what students want we can           establishment and acknowledged that ENZ
  better meet and exceed expectations and        has since become the New Zealand expert in
  grow New Zealand’s reputation and              international education. We will provide the
  industry.                                      industry, other agencies and decision-makers
 Integrity – this is about delivering on        with authoritative, targeted information and
  promises, preventing unethical or illegal      intelligence that gives New Zealand a
  activity and protecting the New Zealand        competitive edge and provides a strategic
  brand.                                         influence on the government’s agenda for
 Collaboration – drives collective effort       international education.
  across the industry throughout New
                                                 Education System Stewardship Work
  Zealand and within government to grow
                                                 Programme
  value, build New Zealand’s brand and
  maintain integrity.                            ENZ is one of New Zealand’s education
                                                 agencies that have the stewardship of New
The Government will launch the Strategy in
                                                 Zealand’s education system.
2017/18.
                                                 Following a shared vision and planning
International Education Industry Roadmap
                                                 process between New Zealand’s education
In 2014, the international education industry,   agencies and the State Services Commission,
supported by ENZ, developed strategic            agencies have committed to jointly addressing
roadmaps for the industry and for each sector.   the key areas where they see the most need
The industry roadmap sets an industry target     for, and the potential impact of, a collaborative
value of $4.8 – $6.2 billion by 2025.            approach.
The roadmaps identify the strategic goals and    Tertiary Education Strategy
pathways for growth in international
                                                 The Tertiary Education Strategy 2014-2019
education. The strategic choices and specific
                                                 outlines six strategic priorities that support
actions identified could be undertaken by:
                                                 the shared outcomes for the New Zealand
 individual sectors or the industry             education system. We work with New
 the government (including ENZ)                 Zealand’s other education agencies and with
 potentially both industry and the              tertiary education providers to realise the
  government.                                    strategic priority of ‘Growing international
The roadmaps and the Leadership Statement        linkages’, and support the priority of
complement each other, with both focused on      ‘Strengthening research-based institutions’.
the size and sustainability of the industry.     We do this by providing support to tertiary
                                                 education providers to build their capability,
The roadmaps and the 2015 progress update        and by assisting tertiary education providers
of the roadmaps are published on ENZ’s           to promote student mobility.
corporate website
https://enz.govt.nz/support/advice/business-     We will continue to identify opportunities for
development/strategic-roadmaps/                  education delivery offshore that tertiary
                                                 education providers could benefit from.
Statement of Intent 2017-2021

OUR OPERATING ENVIRONMENT
New Zealand’s international education industry
Graph 1: Value of the international education industry by sector

                                    $242m
                       $167m                                                        University
                                                                $1,172m

                                                                                    Private training
             $631m
                                                                                    establishments
                                                                                    Institutes of technology and
                                                                                    polytechnics
                                                                                    English language providers

                                                                                    Secondary schools
         $643m
                                                                                    Primary schools

                                                                $1,077m             Offshore education services
                         $534m

Source: New Zealand International Student Enrolments – 2016 Full Year, Education New Zealand.

The value of the industry                                           Student mobility6
The estimated value of international education                      International students studying with New
in New Zealand in 2016 was $4.47 billion3 –                         Zealand providers
up 4 percent from $4.28 billion4 in 2015.
                                                                    In 2016, 131,6097 international students were
This makes international education New                              enrolled with a New Zealand provider, a 6
Zealand’s fourth most valuable export, sitting                      percent increase on the previous year.
between meat and edible offal (worth $5.91                          Enrolments increased in all sectors except
billion) and logs, wood and wood articles                           private training establishments. The largest
(worth $4.12 billion)5. The industry’s value                        increases came in the primary school and ELS
includes both international student attraction                      sectors.
and education delivery offshore.
                                                                    In 2016, the average economic value per
                                                                    international student was $32,100, a 26
                                                                    percent increase from the $25,540 per
                                                                    international student in 2014. We will

3
  Education New Zealand: New Zealand International Student Enrolments – 2016 Full Year.
4
  Infometrics/National Research Bureau: The Economic Impact of International Education in New Zealand 2015/16 and
Infometrics/Covec: Development and Implementation of a new Valuation Methodology for New Zealand’s Education
Services Exports. The reports were produced for ENZ and are available at www.enz.govt.nz
5
  Statistics New Zealand: Goods and Services trade by country: Year ended December 2016.
http://www.stats.govt.nz/browse_for_stats/industry_sectors/imports_and_exports/GoodsServicesTradeCountry_HOTPYeDec16.aspx
6
    Student mobility refers to students moving from their home country to another country (or countries) to study.
7
    Source: Export Education Levy and Tertiary Single Data Return, Ministry of Education.

                                                                                                                             10
Education New Zealand

continue to work with the industry to ensure                    students came from China and India. To
sustainable growth in the average economic                      diversify New Zealand’s student attraction
value per international student.                                markets, ENZ and the industry will need to
                                                                continue promoting New Zealand in markets
New Zealand has typically depended on a few
                                                                where there are opportunities for growth.
key markets as sources of international
students. In 2016, 50 percent of international

Graph 2: New Zealand’s source markets of international students in 2016

Source: Export Education Levy and Tertiary Single Data Return, Ministry of Education.

International students studying throughout                      continue to be a strong focus for ENZ over the
New Zealand                                                     next four years to help all of New Zealand
                                                                benefit from growth in the value of the
Of the international students studying in New
                                                                industry.
Zealand in 2016, 63 percent studied in
Auckland, 8 percent in Canterbury and 6                         New Zealanders studying offshore
percent in Wellington.
                                                                New Zealanders need to have the skills to
All of New Zealand’s regions had an increase                    successfully operate in an inter-connected
in international student numbers in 2016,                       world. These skills include cultural and
with the strongest growth occurring in the                      language proficiency. We will work with other
Wellington region (up 10 percent), Canterbury                   government agencies, such as the Ministry of
(up 8 percent) and the Auckland region (up 6                    Education, and with education providers to
percent).                                                       help create an environment that will
                                                                encourage more New Zealanders to study
Auckland will continue to be an important
                                                                offshore.
destination for international education in New
Zealand. However, the rest of New Zealand                       We will also encourage New Zealanders to
has great capacity to grow both enrolment                       apply for the Prime Minister’s Scholarships for
numbers and value from international                            Asia and for Latin America that will enable
education. Working with the regions will                        them to undertake study in those regions.
Statement of Intent 2017-2021

Working with the industry to build its                                   We will work closely with the Ministry of
capacity and capability                                                  Education, the New Zealand Qualifications
                                                                         Authority, the Ministry of Business,
The growth potential of the industry’s sectors
                                                                         Innovation and Employment, and other
and sub-sectors8 varies, in both scale and size.
                                                                         agencies to influence policies that affect
To achieve growth, education providers need
                                                                         students’ and education providers’ decision
to have the capacity to deliver international
                                                                         making, and to reduce barriers to sustainable
education.
                                                                         industry growth.
Existing providers’ capacity, supporting
                                                                         Telling the international education story in
infrastructure, competitiveness and appetite
                                                                         New Zealand
for international students may limit industry
growth in the future unless new providers                                Many New Zealanders are unaware of the
enter the industry.                                                      benefits of international education for New
                                                                         Zealand students and communities. Students
Additionally, some opportunities will exceed
                                                                         studying outside their own country increase
the capacity or capability of a single provider.
                                                                         international connections between countries
We will need to continue encouraging
                                                                         by building lifelong friendships and networks,
providers to collaborate so they can benefit
                                                                         and strengthen their understanding of other
from these opportunities.
                                                                         cultures. We will continue to build New
The wider New Zealand                                                    Zealanders’ awareness of the value of
environment                                                              international education to New Zealand.
Influencing policy development and
                                                                         The international environment
change
                                                                         Global economic growth is projected to pick up
New Zealand’s policy environment for
                                                                         pace compared to the last two to three years,
international education is complex. It affects
                                                                         although it will remain relatively modest9.
not only student mobility but also the
attractiveness of the industry to new entrants.                          Future global demand for international
                                                                         education
Immigration and education policy settings,
both during and after study, and the                                     Demand for international education globally
recognition of New Zealand qualifications                                has more than doubled since 2000 and there
internationally, affect New Zealand’s                                    are currently an estimated five million
attractiveness to potential international                                internationally mobile students10. We
students. At the same time, policy settings                              anticipate that the forecast growth in the
need to deliver the best overall outcomes for                            global economy will continue to drive global
New Zealand. We will use our experience and                              demand for higher education.
market insight to inform and influence policy                            The OECD predicts that the number of
settings and practices that affect international                         internationally mobile students will grow to
education in New Zealand.                                                eight million by 2025, driven by economic
Education policies can also affect New                                   development and population growth,
Zealanders’ decisions on whether to study                                especially in the Asia-Pacific region.
offshore.

8  Some examples of sub-sectors are education publishing and education technology.
9
  International Monetary Fund: World Economic Outlook April 2017
10
   ICEF Monitor: The state of international student mobility in 2015

                                                                                                                           12
Education New Zealand

We have identified priority markets where we        offshore campuses or regional hubs. In
see continued growth potential in both              contrast, New Zealand’s industry delivers
student numbers and value over the next four        most of its services to fee paying international
years.                                              students attending ‘bricks and mortar’
Strong competition in international                 institutions onshore in New Zealand.
education                                           In 2016, Covec and Infometrics undertook an
New Zealand has traditionally regarded its’         assessment of the value of New Zealand’s
competitors in international education as           education services delivered offshore. This
Australia, Canada, the United States and the        identified that the sector is worth $242
United Kingdom. These countries will                million (approximately 5 percent of the total
continue to be major competitors as they offer      value of international education to New
similar opportunities and benefits as New           Zealand) through delivery of:
Zealand, and typically have greater resources        teaching and learning materials, including
than New Zealand for attracting international         books, texts, curriculum, assessments and
students.                                             other learning resources, whether in hard
New competitors in international education            copy or digital format
have also emerged. Many of these have                education technology and tools, software,
historically been important source markets for        applications and online platforms for
New Zealand, and are growing in importance            content delivery, assessment or student
as study destinations in their own right (for         management education or training
example China and Malaysia).                          delivered to students based outside New
                                                      Zealand by distance or by online delivery
New Zealand needs to remain competitive and
                                                     physical delivery of education or training to
compare favourably with its competitor
                                                      students based outside New Zealand
countries in terms of price, quality and ease of
                                                     contracted teaching services based outside
access.
                                                      New Zealand
Changing the way education services are              education consultancy services delivered to
delivered                                             clients outside New Zealand
Delivery models for education are changing in        workplace-based industry training and
New Zealand and overseas. Students today are          assessment delivered outside New Zealand.
more connected, through their digital devices,      Over the next four years we expect most of the
to the world around them. Globally, education       value of international education to New
is a rapidly changing field with more flexible      Zealand to continue to come from
programmes and modes of delivery emerging.          international students studying onshore,
This creates opportunities and risks for New        however, in the longer term, growth will
Zealand’s international education industry as       depend on how well the industry adapts to
learners at all levels demand greater flexibility   changes in education delivery.
and education choice.
Many other countries are increasingly
delivering education services to the doorstep of
their international students through various
forms of transnational education (TNE).
Examples of these include online learning
programmes, partnerships with local
institutions to deliver joint qualifications, and
Statement of Intent 2017-2021

OUR OUTCOMES FRAMEWORK

Together with the international education        Telling the international education story in
industry we are working to ensure New            New Zealand ensures a sustainable industry
Zealand benefits from international education.   into the future. International students will be
Our outcome ‘New Zealand international           made welcome and have more positive
education activities provide enhanced social,    experiences if New Zealanders understand the
cultural and economic benefits’ contributes to   wider benefits of international education for
the Government’s goals for economic growth       their communities.
and for the education system.
                                                 Working to diversify New Zealand’s student
The diagram over the page sets out our           attraction markets and encouraging New
medium term strategy. It provides an             Zealanders to spend time studying offshore
overview of what we will do towards              will drive student mobility for value to New
achieving our outcome and how we will            Zealand. Diversifying where international
measure the impact of what we do.                students study within New Zealand will
                                                 spread the benefits of international education
To ensure New Zealand benefits from
                                                 across New Zealand.
international education, we will lead the
international education industry in thinking     Clarifying opportunities for offshore education
and implementation. This will include:           delivery will provide the best value growth for
 taking a more strategic focus to influence     New Zealand. We will develop clear strategic
  and drive policy alignment across              objectives to drive education delivery offshore
  regulatory agencies                            for value to New Zealand.
 leading the International Education Senior
                                                 We will also continue to improve our ability to
  Officials’ Group
                                                 work with the industry, other government
 providing information and intelligence that
                                                 agencies and stakeholders to increase the value
  enables the industry, other government
                                                 of the industry to New Zealand and ensure we
  agencies, stakeholders and ENZ to make
                                                 have the platforms and tools to do so.
  better informed decisions.

                                                                                                   14
Education New Zealand
Statement of Intent 2017-2021

OUR OPERATING INTENTIONS

Our outcome: New Zealand international education activities provide
enhanced social, cultural and economic benefits

What will we do to achieve this?                                          We will take a strategic focus to influence
                                                                          policy alignment across regulatory agencies in
In order to achieve our intended outcome, and
                                                                          support of international education.
our four-year excellence horizon, we have
identified five strategic priorities11 that will                          We will operate as NZ Inc offshore, working
shape our activities as the ‘go to’ agency for                            interactively with other New Zealand agencies
international education.                                                  and supporting each other’s activities to
                                                                          promote New Zealand.
Lead international education in                                           We will work with the Ministry of Education
thinking and implementation                                               and the Ministry of Foreign Affairs and Trade
Lead the future thinking of the                                           in the area of international diplomacy. In
industry                                                                  particular the leading of NZ Inc efforts
We will lead the future thinking of the                                   offshore to advance educational opportunities,
industry and collaborate with other agencies                              the promotion of education internationally
to set the government’s agenda for                                        and the use of diplomatic activities such as
international education. This will then drive                             Ministerial Missions and Free Trade
activities undertaken by ENZ and other                                    Agreement negotiations.
agencies to support sustained growth of the
                                                                          Lead information and intelligence
industry.
                                                                          provision
Inform and influence government                                           We will provide international education
agencies in support of international                                      information and intelligence that meets the
education                                                                 needs of the industry and government, and
We will collaborate closely with other agencies                           which gives New Zealand a competitive edge.
to create an environment in which                                         In 2017/18 we will design the framework for
international education can grow in value and                             an online intelligence hub for use by education
students can succeed. We will lead the                                    providers and other agencies. We will
International Education Senior Officials’                                 continue to develop and refine our intelligence
Group (IESOG12) and will work with other                                  and insight so that we lead:
agencies to develop an agreed government
                                                                           information and intelligence provision on
wide approach to international education.
                                                                            international education’s markets, student
                                                                            experiences and products

11
    The fifth strategic priority is a commitment to continuous improvement of ENZ’s capability, as detailed under ‘Our Organisational
Development’ on page 24.
12
   IESOG is made up of representatives from the Ministry of Business, Innovation and Employment, the Ministry of Education, the
Ministry of Foreign Affairs and Trade, ENZ, the New Zealand Qualifications Authority and the Tertiary Education Commission.

                                                                                                                                        16
Education New Zealand

 information and intelligence provision on        In 2017/18, we will develop a student journey
  the current state of international education,    strategy. Over the next four years we will
  both in New Zealand and globally                 bring the international student experience and
 the future thinking of the industry.             student voice into key decision-making – first
                                                   within ENZ and then across New Zealand
Support student experience and
                                                   government agencies – to ensure consistent
wellbeing
                                                   standards of high quality education, pastoral
A consistently high quality international          care and living experience are the mark of
student experience that lives up to New            international education in New Zealand.
Zealand’s brand promise is essential for a
                                                   In 2016/17 we appointed a Director of
sustainable international education industry
                                                   Student Experience who has been developing
with a strongly competitive point of difference.
                                                   our overall student experience approach. This
We will collect feedback from international
                                                   involves working with providers to ensure the
students and map it against global
                                                   overall student experience – from recruitment
benchmarks to ensure a quality student
                                                   through to advocacy activities after graduation
experience. We will continue to work with
                                                   – build on New Zealand’s positive brand for
education providers, student groups,
                                                   international education.
government agencies, local government and
community groups to promote international
                                                   Tell the international education
student well-being and a positive New
Zealand experience.
                                                   story in New Zealand
                                                   The international education industry needs to
                                                   operate with an accepted social licence in New
                                                   Zealand. This will help New Zealand maintain
                                                   a reputation for being a welcoming place for
                                                   international students.
Statement of Intent 2017-2021

We will broaden understanding of the value of       activities. These tools are targeted at both
international education by New Zealanders,          attracting international students to study with
particularly the social, cultural and economic      New Zealand providers, and at delivering
benefits. To do this we will implement a            education services offshore.
strategy around telling the international           Current and former international students can
education story and improve our                     add value to New Zealand by acting as
understanding of New Zealanders’ perceptions        ambassadors and advocates for New Zealand
of international education.                         education. We will develop and then
We will work closely with regional economic         implement a strategy to build a valued
development and education agencies and              network of present and former international
organisations to build a positive regional          students.
experience for international students and raise
                                                    Continue market diversification
awareness of the benefits of international
education across New Zealand.                       We will ensure we have the agility to take
                                                    advantage of immediate opportunities and use
Drive value to New Zealand                          intelligence to identify emerging
through student mobility                            opportunities.
Promote the New Zealand education                   To diversify New Zealand’s international
brand                                               student attraction markets, we will continue
We will continue to use New Zealand’s               to prioritise our activity and investment in
Education Story and ‘Think New’ brand to            clearly identified target markets.
raise awareness of and preference for New            Promote: This is a group of countries and
Zealand education.                                    regions where we believe the right
We will use, and encourage the industry to            investment and approach will deliver strong
use, stories that talk about the distinctive          growth.
benefits of a New Zealand education in each          Impact Projects: These are countries where
sector. Alongside the distinctive sector stories,     we will focus on a targeted project that has
we will also encourage industry to use the            the potential to drive value and growth.
New Zealand Education Story and the New              Explore: These are countries where we are
Zealand Story where it is appropriate.                primarily intelligence gathering to assess
                                                      whether there is long term potential for
Our student attraction website
                                                      growth.
(www.studyinnewzealand.govt.nz) will
continue to be used to promote New Zealand          We will regularly review and prioritise
to potential students and their families. The       markets to ensure we continue to gain the best
website also directs enquiries and interest         value for New Zealand. Activities in these
from potential international students and           countries will be driven by our annual
their families through to education                 Country Activity Planning, which focus on
institutions and agents.                            delivering ‘value + volume + growth’.

We will develop a brand strategy to                 ENZ’s ‘always on’ digital marketing campaign
strengthen the quality-based positioning for        runs throughout the year in ENZ’s promote
New Zealand education. We provide                   and explore markets. The campaign's focus is
marketing support to industry by providing          on student attraction across priority sectors
the ‘Think New’ brand and ‘The Brand Lab’ (a        within each market, using country-specific
marketing toolkit) for use in promotional           content.

                                                                                                      18
Education New Zealand

ENZ will also deliver other promotional           Through our Regional Partnership
activities in specific markets, including:        Programme, we will continue to work with
                                                  international education providers, local
 social media                                    government/regional economic development
 education agent seminars                        agencies, and communities throughout New
 media and education agent familiarisation       Zealand to support and encourage regional
  visits to New Zealand                           growth. The activities that form part of the
 public relations                                work programme for each region will vary and
 education fairs.                                may include:
Continue regional diversification                  developing and implementing regional
within New Zealand                                  international education strategy(ies)
                                                   developing regional approaches to
We want to ensure that all of New Zealand
                                                    marketing and promotion for international
accrues the widest possible benefits from
                                                    education
international education. We will actively
                                                   sharing of best practice in international
promote New Zealand’s regional international
                                                    education across education sectors within
education offerings and benefits to prospective
                                                    the region(s)
international students.
                                                   supporting capability building and
                                                    increasing co-ordination for international
                                                    education providers within the region(s)
Statement of Intent 2017-2021

 identifying and working to remove regional       (PMSLA). These scholarships enable New
  barriers and constraints to growth in            Zealanders to enhance their skills through
  international education.                         study offshore across a wide range of courses
                                                   and international locations. We will expand
The activities will all be designed to:
                                                   the PMSLA in 2017/18 and the PMSA in
 increase awareness of the importance of          2018/19 to enhance the skills of more New
  international education on a regional basis      Zealanders.
 support specific growth initiatives
                                                   The presence of skilled New Zealanders
  appropriate to that region.
                                                   studying at education providers offshore also
Support industry development                       helps to promote the high quality of the New
We will undertake activities to continue to        Zealand education system and encourages
build the industry’s capability. The activities    student mobility.
will evolve to reflect ENZ’s value proposition     Administer scholarships for
and feedback from our annual industry              international students
survey. Activities may include:
                                                   We will continue administering the New
 developing and providing tools for use by        Zealand International Doctoral Research
  the industry                                     Scholarships that fund international students
 organising seminars or conferences for the       to come to New Zealand to undertake PhD
  industry, a sector or a specific subsector       study. Over the next four years, we will review
 organising training or professional              and potentially implement changes to the
  development around specific topics such as       scholarships to ensure the funding is
  pricing or risk management                       effectively used and supports the
 providing co-funding for international           Government’s goals for international
  education projects                               education.
 encouraging education providers to
  collaborate so they can identify and benefit     Support education delivery
  from opportunities that exceed the               offshore for value to New
  capability and/or capacity of a single           Zealand
  provider.                                        Support industry development
We launched the Skills Lab in August 2016.         We will finalise and then implement the
This online toolkit enables us to provide          offshore delivery plan that documents our
capability development support and advice to       approach for supporting growth in the
the industry on a comprehensive and ongoing        delivery of education services offshore in 2017.
basis. The Skills Lab will continue to provide     This will identify when and how we should
the industry with projects, advice and tips on a   work with the industry to expand the delivery
range of topics, from marketing to public          of education delivery offshore.
relations, strategy to business planning,
                                                   Most of the education delivery activities
intelligence to partnerships, and customer
                                                   undertaken by the industry are project based
engagement to market development.
                                                   and not necessarily linked to a specific
Administer scholarship programmes                  location. We envisage our support will vary
for New Zealanders                                 from project to project, and may include:
We will administer the Prime Minister’s             providing industry training on how to
Scholarships for Asia (PMSA) and the Prime           undertake due diligence or the steps
Minister’s Scholarships for Latin America            involved in exploring a potential deal

                                                                                                     20
Education New Zealand

 providing market intelligence                                          opportunities for education delivery offshore.
 supporting a delegation visit to explore                               This may mean encouraging providers to
  opportunities in a market or to attend a                               collaborate when an individual provider does
  tradeshow/expo                                                         not have the capacity to benefit from the
 contracting the delivery of a specific piece of                        opportunity. We will work with the industry
  research to assist the New Zealand provider                            to build their capability and capacity to benefit
 helping a New Zealand provider to                                      from these opportunities and work with other
  undertake due diligence of a proposed deal                             New Zealand government agencies to promote
 providing co-funding to investigate a                                  government to government relationships.
  potential new market.
In the meantime we will continue to work
with the industry to identify and develop

Impact measures
 Measure                           How measured                            Baseline                Target

 Increase the economic             Economic impact analysis                2008: $2.51b13          2018: Increase value to $4.5b.
 value from New                    studies.                                Trend                   2021: Increase value to
 Zealand’s international
                                                                           2012: $2.60b13          $4.75b.
 education industry.
                                                                           2014:   $2.85b14        2025: Increase value to $5.0b.
                                                                           2015: $4.28b15
                                                                           2016: $4.47b16

 Maintain the proportion           Surveys of students18,
 of international students         Education New Zealand.
 who were satisfied17 or
 very satisfied with their
 overall experience.

                                        Baseline                         Trend                          Target
     Sector                              2011/12             2013         2014          2015             2019
     Secondary schools                      94%                                            93%              93%
     Private training                         87%                          88%                                88%
     establishments
     English language                         88%                          89%                                89%
     schools
     Institutes of technology                 89%            89%                             88%              88%
     Universities                             89%            88%                             90%              90%

13
   Infometrics: The Economic Impact of the International Education Industry 2012/13.
14
   Infometrics: The Economic Impact of International Education, 2014. The industry value included the $104 million value of education
delivered offshore from the 2012 industry valuation.
15
   Infometrics/National Research Bureau: The Economic Impact of International Education in New Zealand 2015/16 and
Infometrics/Covec: Development and Implementation of a new Valuation Methodology for New Zealand’s Education Services Exports.
16
    Education New Zealand: New Zealand International Education Snapshot – 2016 Full Year.
17
   Survey ratings = Very Satisfied, Satisfied, Dissatisfied, Very Dissatisfied.
18
   ENZ uses the International Student Barometer from i-graduate to provide a global benchmark for international student experience. This
survey focuses on a different international education sector each year.
Statement of Intent 2017-2021

 Measure                              How measured                            Baseline                Target

 Increase awareness of                Public perceptions survey,              2015/16: 60-            2017/18: Increase awareness
 the contribution of                  Education New Zealand.                  70% endorse or          compared to 2016/17.
 international education                                                      support and 20-
                                                                                                      2018/19: Increase awareness
 to New Zealand.                                                              30% are neutral.
                                                                                                      compared to 2017/18.

                                                                                                      2019/20: Increase awareness
                                                                                                      compared to 2018/19.

                                                                                                      2020/21: Increase awareness
                                                                                                      compared to 2019/20.

 Increase the economic                Economic impact analysis                2012: $25,370           2018: Increase value per
 value per international              studies using methodology               per international       international student compared
 student19.                           agreed with Statistics New              student.                to 2016.
                                      Zealand.                                Trend                   2021: Increase value per
                                                                              2014: $25,540           international student compared
                                                                              per international       to 2018.
                                                                              student.
                                                                                                      2025: Increase value per
                                                                              2016: $32,100           international student compared
                                                                              per international       to 2021.
                                                                              student

 Increase the number of               Export Education Levy and               2012: 39,08520          2017: Increase the number of
 international students               Tertiary Single Data Return,            Trend                   international students enrolled
 enrolled to study outside            Ministry of Education.                                          to study outside Auckland
                                                                              2013: 39,31520
 Auckland.                                                                                            compared to 2016.
                                                                              2014: 42,70820
                                                                                                      2018: Increase the number of
                                                                              2015: 46,72820
                                                                                                      international students enrolled
                                                                              2016: 49,13320
                                                                                                      to study outside Auckland
                                                                                                      compared to 2017.

                                                                                                      2019: Increase the number of
                                                                                                      international students enrolled
                                                                                                      to study outside Auckland
                                                                                                      compared to 2018.

                                                                                                      2020: Increase the number of
                                                                                                      international students enrolled
                                                                                                      to study outside Auckland
                                                                                                      compared to 2019.

19
     Calculated by dividing the total economic value by the number of international student enrolments.
20
     Education New Zealand: New Zealand International Student Enrolments – 2016 Full Year.

                                                                                                                                    22
Education New Zealand

 Measure                           How measured                             Baseline                Target

 Increase the percentage           Brand awareness survey,                  2015/16: 11%            2017/18: Increase the
 of prospective students           Education New Zealand.                                           percentage who rank New
 in priority markets who                                                                            Zealand in the top three
 rank New Zealand in the                                                                            preferred countries compared
 top three preferred                                                                                to 2016/17.
 countries.
                                                                                                    2018/19: Increase the
                                                                                                    percentage who rank New
                                                                                                    Zealand in the top three
                                                                                                    preferred countries compared
                                                                                                    to 2017/18.

                                                                                                    2019/20: Increase the
                                                                                                    percentage who rank New
                                                                                                    Zealand in the top three
                                                                                                    preferred countries compared
                                                                                                    to 2018/19.

                                                                                                    2020/21: Increase the
                                                                                                    percentage who rank New
                                                                                                    Zealand in the top three
                                                                                                    preferred countries compared
                                                                                                    to 2019/20.

 Increase the economic             Economic impact analysis                 2016: $242m21           2018: Increase value to
 value of education                studies using methodology                                        $298m.
 services that are                 agreed with Statistics New
                                                                                                    2021: Increase value to
 delivered offshore.               Zealand.
                                                                                                    $370m.

                                                                                                    2025: Increase value to
                                                                                                    $500m.

21 Covec/Infometrics: Development and Implementation of a new Valuation Methodology for NZ’s Education Services Exports. According
to Covec and Infometrics, earlier valuations in 2008 and 2012 used a slightly tighter definition of offshore education services. The 2008
valuation was $107 million and the 2012 valuation was $104 million.
Statement of Intent 2017-2021

OUR ORGANISATIONAL
DEVELOPMENT

                                                  We will start moving from a cost model to an
Continuous improvement of
                                                  investment model where we allocate our
ENZ’s capability                                  resources in order to achieve the maximum
ENZ needs to have the right capability in the     impact for a given level of risk. Initially, this
right locations to deliver on our activities      will be focused on ENZ’s international student
including our leadership and intelligence roles   attraction activities and will help transform
and telling the international education story.    ENZ into an intelligence and insights led
To do this, we need to continue to improve our    organisation.
capability and capacity and strengthen our
                                                  Our people
systems and processes.
                                                  Our values create the foundation for ENZ and
We want to be one global team, working
                                                  support the ‘Think New’ brand we use to
together to drive value for the international
                                                  promote international education. They are:
education industry and New Zealand. This
means having the right skills, platforms and       Think Bold
tools. To do this, we will identify ENZ’s          Think Open
capability and capacity needs in order to          Think Team.
achieve our medium-term goals, and then           We will continue to develop our approach to
work to address any gaps between our needs        ensure we have a global team with the
and our current capability and capacity.          flexibility and agility to ensure ENZ is fit for
At the same time, we will invest in high          purpose. This includes ensuring we have
impact projects to create a step change in the    people with the appropriate capabilities in the
way we achieve our goals. We will ensure that     right locations to deliver on the organisational
our organisational development activities         demands highlighted in ENZ’s PIF review.
continue to support the efficient and effective   We evolve our People Strategy to ensure it is
delivery of our activities.                       appropriate to the needs and business model of
We will work within the spirit of the whole-      ENZ. The key elements of the current
of-government directions for procurement,         Strategy are:
information and communications technology         1. planning and resourcing
(ICT) and property to ensure we use efficient     2. employee engagement and performance
and effective back-office services to support        improvement
our activities. One of the ways we will           3. developing our people
measure our efficiency and effectiveness is       4. recognising and rewarding our people.
through monitoring the ratio of
administration expenses to core operating         We will lead staff engagement initiatives to
expenses.                                         improve staff wellbeing and ENZ’s
                                                  productivity.

                                                                                                     24
Education New Zealand

Through this stage in our evolution we will         roadmap for ENZ will mean that ENZ is
also need to recognise the likelihood of            ‘business led, technology enabled’.
increasing turnover levels, reflecting the
                                                    Technology underpins the delivery of our
significant recruitment we undertook four to
                                                    services globally. Establishing and then
five years ago as ENZ was established. As a
                                                    leveraging off an appropriate ICT platform is
smaller organisation, opportunities for career
                                                    key to ENZ being able to achieve its goals. We
development are somewhat restricted, but we
                                                    now have in place the infrastructure required
will continue to place a heavy emphasis on
                                                    to be a globally connected and communicating
developing our people with new on-the-job
                                                    organisation, including new global data
opportunities.
                                                    connections, document management system
As most of our work is project based, we will       and customer relationship management
also build a flexible resourcing model to           system. These will improve the sharing of
enhance our speed and agility.                      information and knowledge and encourage
                                                    greater collaboration, particularly between
Our organisational performance measures are
                                                    ENZ’s onshore and offshore staff.
reflected in individual performance
agreements.                                         During 2017/18, work will start on the online
                                                    intelligence hub which will provide enhanced
Good employer matters
                                                    intelligence products and services for the New
We recognise the need for a diverse workforce       Zealand international education industry. We
to effectively deliver services to our customers.   will work to continuously improve the digital
We provide equal employment opportunities           interface for clients accessing our services
to make the most of the talents of all of our       online.
people.
                                                    Our expertise
Our status as a good employer will be assessed
                                                    Over the next four years we will move
against the elements and criteria set out by the
                                                    towards an investment model where we
Human Rights Commission. Over the next
                                                    allocate our resources in order to achieve
four years we will continue to ensure that all
                                                    maximum impact for a given level of risk. We
elements are in place and working well
                                                    will use data and in-market intelligence to
through our People Strategy.
                                                    continually review and refine our business
We will continue to run an employee                 activities, and to inform our decisions about
engagement survey. We will develop and              future investment. This will enable us to
implement solutions for areas of improvement        predict with greater accuracy and certainty
identified through the survey.                      the activities that will result in the greatest
Our technology                                      possible return on our investment.

We will continue to implement our roadmap
for ICT. Successful implementation of the
Statement of Intent 2017-2021

Monitoring organisational capability
Measure                      Baseline                                      Target 2017-2021

Employee engagement.         2013/14: Ranked in the top third of           Be in the top quartile of the
                             government agencies that complete the same    staff engagement
                             survey.                                       performance index for
                             Trend                                         public sector organisations
                                                                           as measured by an
                             2014/15: Ranked in the top quartile of
                                                                           employee engagement
                             government agencies that complete the same
                                                                           survey.
                             survey.
                             2015/16: The survey launch was postponed to
                             run in the first quarter of 2016/17.

Core unplanned turnover.     For the year ending 30 June 2014: 9%.         No more than 11%.
                             Trend
                             For the year ending 30 June 2015: 11%.
                             For the year ending 10 June 2016: 10%

Administration expenses      2013/14: 11%                                  Between 13-18%.
as a percentage of core      Trend
operating expenses.
                             2014/15: 14%
                             2015/16: 15%
Identify and actively        New measure in 2017/18.
manage a targeted
portfolio of markets that
drives current
opportunities and creates
future market positions:
   Country Activity Plans                                                 100%
    (CAPs) document
    business activity and
    investment for each
    ‘promote’ and
    ‘explore’ market
   Country team reviews                                                   100%
    completed three times
    per annum

                                                                                                          26
Education New Zealand

Our systems and processes
Capital and asset management intentions
The value of our capital assets is minor. The table below summarises the forecast value of our assets
at 30 June 2017.
$000                    Forecast net Comment on assets               Forecast Forecast Forecast Forecast
                        book value at forecast at 30 June 2017        2017/18 2018/19 2019/20 2020/21
                        30 June 2017
Property fit out                  148 Lambton Quay office fit-out         30       30         30        30
                                      completed in 2015
Information                       305 ICT programme completed in         100      100        100        100
technology                            2016 and document
                                      management system
                                      completed in 2017
Motor vehicles                     90 Motor vehicles in Dubai, New         -         -         -          -
                                      Delhi and Beijing
Office equipment                   26 Lifecycle replacement only          20       20         20        20
Furniture and                      22 Lifecycle replacement only          15       15         15        15
fittings

Our capital investment intentions over the next four years are that we will:
 continually review our office accommodation as part of the changing needs of market development
  and growth and contribute toward office refits as necessary. Our Lambton Quay lease expires
  August 2020, with an option to extend for a further six years
 foundational IT systems are now in place and future capital investment is largely for replacement
  of user hardware at the end of useful life. In accordance with the refreshed ENZ IT strategy we
  intend to shift from owning IT infrastructure to buying it ‘as a service’
 start to lease vehicles when existing vehicles are due for replacement
 office equipment and furniture and fittings replaced at the end of useful life.
We now have in place the infrastructure required to be a globally connected and communicating
organisation, including new global data connections and a document management system. In
2016/17 the implementation of a customer relationship management system will improve the
quality and reliability of customer interaction information. A more capable financial
management/human resource information system is also being investigated.
Risk management strategy
ENZ has a risk management and reporting framework that provides a consistent way to identify and
assess the most important risks. We will:
 monitor the risks regularly through the Audit and Risk Committee
 revise, where necessary, the consequence and likelihood levels for any risk
 report any significant risks, and appropriate strategies to address them, to our Minister and our
  monitoring agencies as they arise.
We have identified ENZ’s broad risks and mitigation strategies.
Statement of Intent 2017-2021

Risk                            ENZ’s mitigation strategies

International education goals      IESOG and government agencies develop an agreed government-
Failure to deliver on the           wide approach to international education.
Government’s goals for             Undertake robust strategic and business planning, including setting
international education.            clear goals and medium term targets.
                                   Engage with the industry to gain their support of the goals and to
                                    support their work to achieve the goals.
                                   Undertake regular reporting against approved plans.
                                   Regularly monitor whether ENZ’s activities are having the expected
                                    impact and, where required, adjust our activities to ensure the
                                    achievement of the goals.

New Zealand’s international        Promote New Zealand as a world-class and high value destination.
education brand                    Work as an IESOG leader to influence policy settings.
Failure to build and maintain      Work with other New Zealand education agencies to enable the
the reputation of New               collective delivery of the Government’s priorities for the education
Zealand’s international             system.
education industry.

Changes to the international       Promote New Zealand as a world-class and high value destination.
environment                        Continue market diversification of New Zealand’s international
Changes to external factors         student attraction markets.
that reduce New Zealand’s          Work with the industry to identify and develop opportunities for
competitiveness.                    education delivery offshore.

Changes to the education           Use ENZ’s information and intelligence to identify changes likely to
environment globally                affect the international education industry, including changes being
Changes to the way education        made by New Zealand’s competitor countries.
is delivered.                      Work with the industry to identify and develop opportunities for
                                    education delivery offshore.
                                   Work with the industry and the Ministry of Education to identify
                                    emerging changes to the way education is delivered.
                                   Build industry capability to respond to change.

Government policy settings         Work with IESOG and other government agencies to develop an
Government policy settings          agreed government wide approach to international education.
that reduce New Zealand’s          Work as an IESOG leader to influence policy settings.
attractiveness to potential        Lead the provision of intelligence and information to drive policy
students.                           settings.
                                   Engage with other education agencies to promote understanding of
                                    New Zealand’s education system in offshore markets.

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