Discussion of Standard 1 – Marketing information and practices
Introduction
What's new
Obligations and responsibilities
Documents, knowledge and procedures
Definitions
Assistance and examples
Learning Activity
National Code 2007
DEST (now DEEWR) Commentary
Students and their parents are often first exposed to the Australian education system through providers’ marketing information. It is important that this information is of a high standard, clear and unambiguous, so that intending students and their parents can make informed decisions about their preferred provider and course. The marketing practices of registered providers must also be ethical and uphold the reputation of Australian international education and training.
Generic standard applicable to all sectors plus Education agents
- Providers must not actively recruit a student where this clearly conflicts with its obligations under Standard 7.
- Providers must not knowingly enrol a student prior to the student
completing six months of their principal course except in certain circumstances
as per Standard 7.1.
Note: These restrictions also apply to the courses prior to the principal course in a package of courses. A student must remain with their provider for all of their courses prior to the principal course in a package of courses unless the provider has provided a written letter of release or Standard 7.1a., c. or d. applies. - Further reference document: DEST
Comparison Chart
(December 2006).
Obligations and responsibilities
- Registered provider’s name and CRICOS number is included in written and electronic materials as per Section 107, ESOS Act.
- The provider is not to give misleading or false information about any matters including: their industry associations, possible course employment outcomes, automatic acceptances into other courses and migration outcomes to potential students.
- All marketing activities are carried out with integrity and accuracy and uphold the reputation of the industry.
- Provide information of a high standard that is clear and unambiguous.
- Students must not be actively recruited where there is a clear conflict with the obligations under Standard 7 (Transfer between registered providers).
List of documents and knowledge of institutional and government procedures required for this standard
- Documents:
- Institutional course offerings and details
- Up-to-date and accurate marketing materials (old stock is destroyed)
- Institutional records and documents that substantiate a provider’s claims and upholds comparisons and relationships
- Knowledge:
- Awareness of ESOS obligations
- National Code Standard 7
- Procedures:
- Institutional marketing procedures
Definitions of key words/phrases
- CRICOS
- Commonwealth Register of Institutions and Courses for Overseas Students. - ESOS Act
- Education Services for Overseas Students Act. - Integrity and accuracy
- Information is true, honest and correct. - Provide information
- Provider marketing information in the form of brochures, websites, course guides and audio visual materials for potential international students. - Any other matter
- Don’t stretch the truth on any claims that are made and be able to substantiate with documentation all claims that are made.
Where to find assistance and practical examples
- Schools sector - AEI:
Getting Started Internationally: Tips for Schools Entering the International
Market
has been produced under the AEI’s School Sector Strategy for the
year 2001/02.
- The aims of this publication are: 1) to provide knowledge of acceptable and effective international marketing and operational practices by Australian schools in order to enhance smooth entry by schools into the international market. 2) to ensure that activities by schools which enter the international market are of a high standard and, therefore, are beneficial to the reputation of Australian education. - Tertiary sector - Provision
of Education to International Students: Code of Practice and Guidelines
for Australian Universities (2005)
.
- The Code and Guidelines outline recommended procedures for Australian universities offering services to international students. They provide a checklist to enable Australian universities to ensure their practices are consistent with the Code.
Learning Activity
Read the following passage* and consider the content in reference to Standard 1. Reflect where this text may be in conflict with the Standard.
For 75 years, students from all over the world have experienced the academic tradition of Horsely College and the cultural splendor of Cooper Pedy. Horsely College is proud to serve the needs of international students with a superior education that provides an intensive business curriculum. The college’s reputation is well-established among other education providers such as Monish University and Oxfeld University with many top industry executives participating in the design of our academic courses. This assures that you will be learning exactly what employers need both nationally and internationally, be assured of good entry introductions and introductions to good employment opportunities. Applicants with a master’s degree in accounting, or a master’s degree in business administration with a concentration in accounting, will also have an advantage over non-Horsely graduates.
*Please note that this excerpt has been created for teaching purposes and is not based on any actual marketing material.
National Code 2007
Outcome of Standard 1
Registered providers ensure that marketing of their education and training
services is
professional, accurate and maintains the integrity and reputation of the
industry.
| 1.1 | The registered provider must ensure the marketing of its education and training services is undertaken in a professional manner and maintains the integrity and reputation of the industry and registered providers. |
| 1.2 | The registered provider must:
|
| 1.3 | The registered provider must not actively recruit a student where this clearly conflicts with its obligations under Standard 7 (Transfer between registered providers). |
