Canada’s Competitive Challenge Realized – International Promotion of Education
1. The new Education Brand for Canada: DFAIT/CMEC Collaborative Arrangement Jean-Philippe Tachdjian, Deputy Director Edu-Canada: International Education Promotion Foreign Affairs and International Trade, Canada (DFAIT)
11. Education Brand Promises We promise to provide you with guidance and with the knowledge and tools you need to develop to your full future potential, while affirming the person you are today. You will be proud of your Canadian credentials, they are a recognized passport that will open doors for you worldwide…. We guarantee a unique cultural experience in safe, diverse and exceptionally beautiful surroundings .
12. Education Brand challenge Becoming an alternative to the current market leaders (the U.K. and U.S.), i.e. occupy Australia’s current position How can we meet it strategically? We have to offer foreign students more than just the promise of a high-quality (i.e. Western-style) education – this isn’t a differentiator. We need to create a personal proposition through student-focused communication.