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- The marketing of education services overseas should be consistent
with the maintenance of academic standards and the safeguarding
of the interests of both institutions and international students.
- Institutions should promote accurately and honestly educational
programmes in terms of quality, standing and availability.
- Institutions should have a clearly enunciated policy for
all staffs, representatives and agents with respect to the promotion
and marketing of education services overseas.
- Institutions should acknowledge the need for good practice
to ensure fairness in their promotion and marketing of educational
services overseas with regard to :
| 4.1 |
Other institutions |
| 4.2 |
The interests of both local and international students |
| 4.3 |
The perceived quality of the education |
| 4.4 |
The cultural and educational relationships among the
countries |
- Differences among institutions should be portrayed in a comprehensible
and accurate way so as to project a cooperative marketing image
to the target countries. No false or misleading comparisons
should be drawn with any other provider.
- Selection criteria for international students should be such
as to maintain the institution’s academic standards and
to encourage high success rates.
- Institutions should recognize on-going responsibilities for
the education and welfare of international students, ensuring
that the academic programmes, support services and learning
environment offered encourage a positive attitude towards the
institutions.
- Institutions should establish an appropriate infrastructure
to be the focal point for all enquiries and to ensure both the
effective implementation of the institutions’ international
students programme and the provision of all necessary support
services.
- Institutions should provide to prospective international
students accurate and comprehensive information on the institutions
admission requirements and procedures, the courses available,
tuition and living costs, living conditions, accommodation and
other services. Advertisements and promotional literature should
not include misleading or ambiguous statements about the nature
of the course, or the cost of the award offered.
- Staff members representing institutions overseas should be
carefully selected and be:
| 10.1 |
Sympathetic, clear communicators with a
thorough knowledge of their own institution’s courses
and procedures |
| 10.2 |
Sensitive to the culture and customs of
the target country, and aware of its historical and political
background and educational systems |
| 10.3 |
Knowledgeable, experienced and competent
in the administration of student policy and in
face-to-face dealings with students |
- To the extent that it is relevant the spirit of this Code
also is intended to apply to institutions and their national
and international partner institutions which offer courses through
twinning arrangements, distance education or other modes.
- Institutions should at all times conduct themselves with
integrity and in a manner that will contribute to the image
of a reliable and trustworthy provider of high quality education
and training.
- Institutions should promote themselves in a professional
and ethical manner and should ensure that all marketing activities
reflect best practice.
- Institutions should behave toward other institutions, professional
colleagues and other countries in a respectful and courteous
manner.
- Institutions should be aware of all other codes of practice
and guidelines that may have relevance to international activities
and international students and should ensure that they observe
the requirements of these codes.
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