ICEF Digital 2024 - Seminar Programme

Auditorium

09:0010:0011:0012:0013:0014:0015:0016:0017:00

09:00 - 09:10Opening remarks and welcomeOpening remarks and welcome09:10 - 09:30Technology as Copilot suppo...Technology as Copilot support for your international student recruitment09:35 - 10:20Digital communication channels: The preconception th...Digital communication channels: The preconception that GenZ doesn't use email10:25 - 10:50TBATBA10:50 - 11:00Digital marketing - use caseDigital marketing - use case11:30 - 11:50How modern AI turns clunky ...How modern AI turns clunky chatbots into human-like service desks11:55 - 12:30Where is the 'Track&Trace’ ...Where is the 'Track&Trace’ in international student recruitment?12:30 - 12:45Digital marketing and recru...Digital marketing and recruitment: Selecting the best mix of tools, platforms and services12:50 - 13:00AI in recruitment - use caseAI in recruitment - use case14:00 - 14:20Blockchain: The fraud-proof...Blockchain: The fraud-proof technology explained14:25 - 14:45Transformation in admission...Transformation in admissions: The journey to a 100% digital intake14:45 - 15:30Balancing automation with authenticity: Understandin...Balancing automation with authenticity: Understanding the human factor in digital student recruitment14:50 - 15:25The future of digital testingThe future of digital testing15:30 - 15:50Student perspectives on AI ...Student perspectives on AI in student recruitment and admissions processes15:50 - 16:00CRM implementation - use caseCRM implementation - use case16:30 - 16:50From virtual to reality: Ho...From virtual to reality: How XR adds valuable layers to international student recruitment16:55 - 17:10AI language learning as dri...AI language learning as driver of language travel17:10 - 17:50The future of digital langu...The future of digital language testing17:50 - 18:00Case study: ASU’s AI powere...Case study: ASU’s AI powered ‘language buddy’

Opening remarks and welcome 09:00 - 09:10, AuditoriumSpeaker:Martijn van de Veen - Chief Business Development Officer, ICEF GmbH

Technology as Copilot support for your international student recruitment 09:10 - 09:30, AuditoriumSpeaker:Florian Trautwein - Commercial Director, Strategic Sales, Microsoft
Description: The concept of the virtual assistant can be traced back decades but it was in 2022, with the revolutionary launch of ChatGPT, that a virtual assistant arrived capable of producing highly human-like text. Since then, several competitors have joined the market, aiming to develop the most effective model, with Microsoft forming a partnership with ChatGPT creator OpenAI. Launched in 2023 by Microsoft as Bing Chat, the idea of a 'Copilot' evolved rapidly, offering a wide range of capabilities including citation, summary, and paraphrase, as well as the ability to operate in multiple languages. In this session, we look at the story, developments, and vision behind Microsoft Copilot, exploring the ways in which virtual assistants bring together and implement the latest innovations in AI and digital technologies, and how a virtual assistant like Copilot is relevant to student marketing and recruitment professionals.

Digital communication channels: The preconception that GenZ doesn't use email 09:35 - 10:20, AuditoriumModerator:Martijn van de Veen - Chief Business Development Officer, ICEF GmbH
Panelists:Franz Riedl - Head of DACH, Intuit Mailchimp
Xenia Muether - Director, Pink Orange Education Marketing
Description: GenZ is the primary target demographic for international student recruitment and, to effectively engage with this generation, it is crucial to understand their communication habits, preferences, formats, and platforms. For example, one preconception about GenZ is that they hardly use email, meaning that we need to shift to alternative communication channels to meet them in their digital habitat - on a wide variety of social media platforms for example. Another stereotype is that communication should be concise, visually appealing, and informal to accommodate an alleged 8-second attention span. In this session, we'll discuss these and other preconceptions about GenZ and debate whether they are perhaps mere misconceptions. Additionally, we’ll consider whether there really is a need to fundamentally adjust our communication strategies, moving away from email and squeezing our messages into visually appealing formats and soundbites to capture GenZ's attention.

TBA 10:25 - 10:50, AuditoriumDescription: TBA

Digital marketing - use case 10:50 - 11:00, AuditoriumDescription: TBA

How modern AI turns clunky chatbots into human-like service desks 11:30 - 11:50, AuditoriumSpeaker:Matt Lanham - CEO & founder, Gecko
Description: In 2023, AI reached a pivotal point, transforming clunky, often disliked chatbots into seamless, human-like interfaces capable of understanding, predicting, and responding to student questions with remarkable accuracy and even empathy. With international student recruitment agencies supporting hundreds, if not thousands, of students through the recruitment and application process, the benefits of adopting such AI powered chatbots are clear: By reducing the cumbersome work of dealing with routine queries and allowing instant, 24/7 support for students, these AI powered chatbots free up valuable resources and time for recruitment professionals to focus on the more complex and personalised aspects of the student recruitment process. In this session, we will explore the key innovations behind this transformation, showcase real-world examples, and discuss how the future looks as AI begins to drive other critical support processes beyond simple automation of Q&A.

Where is the 'Track&Trace’ in international student recruitment? 11:55 - 12:30, AuditoriumPanelists:Naresh Gulati - CEO & founder, Ascent One
Rachel Fletcher - CEO & Co-founder, UniQuest
Description: In today's highly digitised world, consumers expect quick and complete answers to their queries, and real-time updates on the processes they are involved in, often known as ‘track & trace’. In international student recruitment however countless prospective student enquiries remain unanswered or are met with lengthy delays, and applicants often lack clear and timely updates on the different stages of their application process. Whilst this is frustrating for students, it also means missed leads and missed opportunities for education providers. In this session, our panelists will discuss all that is needed to ensure a timely and transparent communication process between applicants and educational institutions. We'll delve into the roles, responsibilities and opportunities for recruitment professionals, and especially, zoom into the digital tools that are needed to facilitate real-time communication, similar to a track & trace, in the student recruitment process.

Digital marketing and recruitment: Selecting the best mix of tools, platforms and services 12:30 - 12:45, AuditoriumSpeaker:Oliver Matthews - CEO & founder, 4Uni Solutions
Description: TBA

AI in recruitment - use case 12:50 - 13:00, AuditoriumDescription: TBA

Blockchain: The fraud-proof technology explained 14:00 - 14:20, AuditoriumSpeaker:Markus C. Hemmer - Professor of IT Management, Program Director, IU International University of Applied Sciences
Description: Blockchain is most famous for its use in cryptocurrency, but in reality its applications are much wider. At its core, blockchain is a system of recording information in a way that makes it difficult or impossible to change, hack, or cheat the system. This makes it an attractive technology for use in supply chain management, healthcare, voting, and international education. In international education, blockchain is used for example to create secure and tamper-proof transcripts and diplomas (digital credentials), making it easier for students to transfer credits between institutions, and for employers to verify the credentials of prospective employees. Blockchain can also be used to create a more efficient and transparent system for international student admissions, using the technology to track applications, financial aid, and visa status. In this session, Dr. Markus Hemmer, Professor of IT Management at the IU International University in Berlin, will explain the basics of blockchain, with clear examples and use cases.

Transformation in admissions: The journey to a 100% digital intake 14:25 - 14:45, AuditoriumSpeaker:Holly Sanders - Chief Transformation Officer, World Education Services
Description: TBA

Balancing automation with authenticity: Understanding the human factor in digital student recruitment 14:45 - 15:30, Auditorium

The future of digital testing 14:50 - 15:25, AuditoriumDescription: TBA

Student perspectives on AI in student recruitment and admissions processes 15:30 - 15:50, AuditoriumSpeaker:Stewart Nutting - Associate Head of Data Analytics, IDP Education
Description: TBA

CRM implementation - use case 15:50 - 16:00, AuditoriumDescription: TBA

From virtual to reality: How XR adds valuable layers to international student recruitment 16:30 - 16:50, AuditoriumSpeaker:Marc-Alexis Schugardt - Client Partner Disruptors & VC's, Meta
Description: TBA

AI language learning as driver of language travel 16:55 - 17:10, AuditoriumDescription: TBA

The future of digital language testing 17:10 - 17:50, AuditoriumDescription: TBA

Case study: ASU’s AI powered ‘language buddy’ 17:50 - 18:00, AuditoriumSpeaker:Christiane Reves - Assistant Teaching Professor, Arizona State University
Description: TBA

Seminar Programme ICEF Digital 2024

Seminars