International marketing and recruitment (IMR)

As experts in international markets and partnerships for the University, the International Office helps attract international students to study with us through various channels with marketing and recruitment initiatives. These channels include: 

• Direct recruitment
• Education agents 
• Transnational education partnerships [Link] 
• Sponsorships and scholarships [Link] 
• Study abroad and student exchange [Link] 
• Foundation pathways: 
  • English Language Academy (ELA) 
  • UoA International College (in partnership with UP Education)

The team guides prospective students from first awareness until they apply, a journey of 18 months or more. Once they have applied, Student and Academic Services take over the admissions process and the International Office steps back into a support and advocacy role.

Our marketing and recruitment activities include:

• Building global awareness of the UoA brand and delivering targeted marketing content to prospective students in key regions
• Planning and delivering marketing and recruitment campaigns, e.g., Semester One International Scholarships
• Partnering with platforms like The Ambassador Platform (TAP), to connect prospective international students with current international students
• Training and supporting our global network of education agents
• Maintaining and optimising our International and China-facing microsites which enable search engines to choose the best UoA website match for each market.
• Working closely with our foundation pathway partners
  

The International Office partners with faculties and service divisions to support evidence-based international recruitment planning. We provide market research, data and insights to ensure recruitment strategies align with the needs and behaviours of prospective international students, including:

• How international students discover and engage with the University across different regions
• The channels they use to apply, e.g., directly or through education agents, TNE or sponsorships
• Key decision drivers for students and their influencers (e.g. parents) at each stage of the application journey
• Market trends, competitor insights and demand signals (what students want) across different markets
  

The International Office Country Plan (also known as the Country Engagement Dashboard) supports coordinated, informed and strategically aligned across international student recruitment across the University. Content is reviewed and updated annually.

The dashboard covers 21 country plans that provide shared visibility of:

• Market context and recruitment focus
• Engagement priorities and partnership activity
• Upcoming international events

Note: Country briefing reports (PDFs) are a seperate resource that provide a wider overview of all University engagement in a country.

Using the dashboard

• You will need a PowerBI Pro Licence to access the Country Plan. For access to PowerBI, lodge a request with IT Services.
• The homepage displays the University’s primary, secondary, and explore markets.
• Selecting a market reveals the market definition and allows you to access the corresponding Country Plan.
• Use the ‘Offshore Team’ button on the left‑hand menu to view the locations of the University’s in‑market recruitment representatives.

Please note: Student forecast data shown in the dashboard is sourced from the Planning and Information Office (PIO) and has been regionalised by market.

International student recruitment for Greater China, Southeast Asia and Oceania 

Email: Dr Simon Underwood, Senior Regional Manager 

International student recruitment for Americas, Europe, MENA, South Asia, and Rest of World 

Email: Anna Frisk, Senior Regional Manager 

Agents and foundation pathways

Email: Bebe Fu, Agent and Pathways Operations Manager 

International Marketing 

Email: Matthew Paul, International Marketing Lead 

Associate Director International Marketing and Recruitment 

Email: Vasso Koutsos