Towards 2025: Rob Lawrence Masterclass (Perth)

Towards 2025: The better the preparation, the greater the success. So let’s get started.

Austrade’s Australian International Education 2025 roadmap outlines three essential factors for Australian education providers to grow their market share: to compete at scale, to embrace borderless learning 24/7 and to unleash technology. There’s also a fourth element to add the mix. Providers must take the right products to market; products that are market-led and reflect the needs and expectations of future target audiences.

But what are these products? Are they degrees and diplomas, or alternative credentials? Are they composite qualifications or niche specialisations? What will they be called? How will they be packaged and sold? Who will buy, pay and why?

We already know many of the critical factors impacting future demand. Mainstream graduate employers are prioritising such attributes as cross cultural communication skills, new media literacy, creativity and the ability to collaborate. The workplace will adapt to evolving cultural and social demands. And with small-to-medium enterprises representing the largest source of employment for future talent, enterprise capabilities will prove vital.

As a result, the post-secondary education sector will witness unparalleled advances over the next few years. There will be new players, options and systems, impacting everything from 24/7 access to curriculum through to how and where content is delivered. The international market will be impacted enormously. There will be more providers and options seeking to access a growing prospect pool.

In this ever-changing world, one thing is for certain: providers will need to be smart. They will need to anticipate demand, be adaptive and flexible, informed and progressive.


Rob Lawrence
  • Principal, Prospect Research and Marketing

Rob Lawrence has worked at the forefront of the international education industry for 25 years. He describes his role as projecting future market demand by undertaking research and developing strategies that have helped to shape the face of countless universities, colleges, schools, destinations and peak agencies.

Rob’s understanding of education market dynamics, demand and drivers is without equal. Each year, he interviews thousands of students, academics, employers and opinion leaders to test market viability and performance and to identify new market opportunities.

He enjoys an exemplary track record for predicting demand patterns and trends, and is an accomplished social commentator thanks to his year-round exposure with students from around the world.

Phil Honeywood (Facilitator)
  • Chief Executive Officer, IEAA

Honourable Phil Honeywood is CEO of the International Education Association of Australia (IEAA).

He was a Member of the Victorian State Parliament, Australia, for 18 years (1988–2006). During this period Phil served as the Victorian Minister for Tertiary Education, Training and Multicultural Affairs and was Deputy Leader of the Opposition 2002–2006.

Since 2006, Phil was Marketing Director and CEO at Stott’s Business College and Cambridge International College, Melbourne. He also served on the Governing Council of Swinburne University of Technology.

Phil is a member of the Higher Education Standards Panel, New Colombo Plan Steering Committee, Education Visa Consultative Committee and a member of the inaugural Council for International Education.

Target audience

This masterclass is aimed at senior and middle managers involved in:

  • curriculum development
  • marketing and recruitment
  • building and developing institutional strategy.


This masterclass will anticipate how patterns of demand will evolve over the coming years and, more specifically, how institutions need to adapt. It will examine new and emerging purchase criteria and provide insights designed to inform future pedagogy, marketing, communications and services.

It will introduce new concepts and ideas, stimulate thinking and illustrate how future strategies need to be shaped. It is a compelling and challenging perspective, one delivered by someone who has spent the past 25 years anticipating and measuring future demand.

Click here to read IEAA's Events Cancellation Policy.

Registrations Open: 1st Feb 17 12:00 AM

Registrations Close: 30th Apr 17 11:59 PM


Wednesday 3 May 2017

Time: 9.30am - 2.00pm
Venue: Curtin University
Bentley, Perth
Western Australia

$295 IEAA members
$420 non-IEAA members

This masterclass is also being held in Adelaide.