UK universities are invited to participate in the upcoming "Engineering/Technology/Automotive Mission to South Korea”, with the objectives of student recruitment and partnership development with local institutions and industry. The programme is built around two major Auto shows happening this November and next March/April, with digital campaigns 3 weeks prior to the events to generate interest among the targeted audience. The Campaign is organised in cooperation with the British Embassy Seoul under “Automotive is GREAT”, but will be expanded to general Engineering and Technology. Please refer to the attached document for full details.

Automotive Shows around which the programme is based

  • Daegu is one of the major auto cluster cites in Korea, and the City Government recently set out its strategy to be a leading smart city, investing government funds for R&D. Daegu International Future Auto Expo (DIFA) is the exhibition focusing on connected and autonomous vehicles. It will be a great opportunity to showcase UK’s advanced vehicle and manufacturing technology to prospective students and a wider audience. 
  • Seoul Motor Show is one of the largest auto shows in East Asia. Held bi-annually, it attracts over 900,000 visitors from the automotive industry, press and general public. With high profile events including press day and international conference and seminar, the Seoul Motor Show will be an ideal place to promote UK automotive innovation, aimed at our target audience.

Market Context

1. Strong career prospects for graduates in this field, in the context of a professional skills shortage and Korea's 4th Industrial Revolution strategy.

Korean employers and the government are looking to increase the professional workforce with international experience, to answer the challenges presented by the emerging 4th Industrial Revolution, for example in K-City, a test site for self-driving cars in Hwaseong, a suburban city of Seoul.

According to Korea National Statistics, salary levels in general Engineering/Tech industries have doubled in the past 15 years. Recent graduates and young professionals demand a premium in the job market with a foreign degree. 

2. Inward mobility of Korean students to the UK in Engineering/Technology fields has increased 25% for the past five years, and is expected to increase, considering government policy in this area and positive media coverage on the UK’s strengths in the Automotive and Engineering sectors. 

Benefits to UK institutions

This campaign is intended to deliver RoI for UK institutions in terms of:

  • Direct student recruitment in both undergraduate and postgraduate levels, from 1:1 consultations with interested students
  • Showcase your research excellence and quality work placement with taster lecture sessions
  • Build relationships for future partnerships from meetings with local partner universities and organisations
  • Stimulate the market to study engineering/tech/automotive courses in the UK by paying visits to local high schools specialising in the subject area
  • Develop market intelligence, e.g. understanding specific needs of Korean students looking to study these fields in the UK

Target Audience and number of reach

  • Young professionals for PG
  • University seniors for PG
  • Major Engineering/Tech/Auto corporations and their HR officers for PG
  • Agents/school counsellors
  • High school students for UG

Government offices for research partnerships and civil servant training

  • Offline event: 300+
  • Digital reach: 25,000

Description/format of planned activity

Marketing mission leveraging the British Embassy’s Automotive is GREAT Campaign, promoting the Automotive sector and Engineering/Technology related courses of the UK. For digital marketing, we will target different digital platforms depending on different age/professional groups prior to the face to face events. The most popular app used among Korean audience is NAVER BAND, Facebook, Instagram, and Kakao Talk. However, students age 10-20 prefer Facebook and Instagram and young professionals prefer BAND and Kakao Story. Therefore our approach will be different by target segment.

 

Proposed Programme Format and Itinerary (DRAFT)

Date/City

Activity

Day 1 

11.00-12.00 Briefing for UK institutions by the British Council

12:00-14:00 Networking Lunch with local universities and the British Council

14.00-16.00 Workshop/Talk at Daegu Future Motor Expo Conference

16.00-18.00 Student Consultation and Promotion at the Motor Show

Day 2

10.00-12.00 School Visit to local specialised high schools (Engineering/Technology specialised)

12.00-13.00 Lunch

13.00-15.00 School Visit to local specialised high schools (Automotive specialised)

15.00-16.00 Break

16.00-19.00 1:1 Consultation and Taster Lecture for general public, agents, parents, and university level students

 

Programme 1: Daegu

Digital campaign: 5-31 October, 2018

Daegu Future Motor Show and Networking Lunch: 1 November, 2018

School visits and 1:1 Consultation: 2 November, 2018

 

Programme 2: Seoul

Digital campaign: 1-27 March, 2019

School visits and 1:1 Consultation: 2 November: 28 March, 2019

Seoul Motor Show and Networking Lunch: 29 March, 2019

 

Missions in Detail

Delivery Type

What’s included

Pre Event Promotion Programme

 

(3 weeks prior to the offline events)

  • Mini-web brochure: simplified introduction (courses provided, tuition, and alumni testimonial) of each participating institution and their location marked on a UK map. We will later print it to use as an event flyer
  • Targeted promotion via existing BC channels:
  • 1 post per each institution on Study UK Facebook and Instagram
  • 1 post per each institution on British Council NAVER blog
  • Kakao Talk push message to BC database (1 push message on behalf of all participating institutions)
  • Direct email shot to Study UK database
  • SMS shot to Study UK database

 

  • Study in Europe Fair (organised by EU):
  • Each participating institution can send their prospectus/leaflet to be distributed in Study in Europe Fair scheduled on 15-16 September to raise awareness of the institution prior to the offline event.

 

  • Other distribution channels for the event and web-brochure:
  • Korean government Human Resource and Talent Development Sector (official letter will be sent from British Council)
  • British Embassy Alumni newsletter
  • British Embassy Facebook
  • Mini-web brochure sent to local universities and corporations’ email groups, British Council teaching centre database

 

In-country events

1st offline event:

  • Daegu Future Motor Expo, and networking lunch (1 November, 2018)
  • Taster lecture, 1:1 consultation, and school visits (2 November, 2018)
  • Digital marketing: Three weeks prior to offline event (14-31 October, 2018)

 

2nd offline event:

  • Seoul Motor Show, and networking lunch (29 March, 2019)
  • Taster lecture, 1:1 consultation, and school visits (28 March, 2019)
  • Digital marketing: Three weeks prior to offline event (5-26 March, 2019)

 

Stakeholders

For British Council event: Industry speaker Kate Jory from Kx (British company) will open an event as an industry speaker and support consultation on getting a job/working for a UK company after graduation. Current designer of Hyundai Motors and a UK Alumni will also present to support the event.

For the motor shows:

Korean government: High level officials from Gyeongsangbuk-do, Gyeonggi-do, Gwangju City Government, Daegu City & other regional governments

Minister for Land, Infrastructure and Transport (MOLIT)

Ministry of Trade, Industry, and Energy (MOTIE)

Ministry of Science, ICT and Future Planning (MSIP)

Korea Intelligent Automotive Parts Promotion Institute (KIAPI)

 

UK: Automotive Investment Organisation (AIO), DIT

Science and Innovation team (BEIS), South Korea

FCO/Embassy

Department for Transport

Visit Britain

 

Participation fees

For Daegu (November 2018):

Digital only: £800

Digital and in-country programme (including academic’s taster lecture slot): £1,500

Digital and in-country programme (excluding academic’s taster lecture slot): £1,300

 

For Seoul (March 2019):

Digital only: £800

Digital and in-country programme (including academic’s taster lecture slot): £1,500

Digital and in-country programme (excluding academic’s taster lecture slot): £1,300

 

For both cities (November 2018 and March 2019):

Digital only: £1,500

Digital and in-country programmes (including academic’s taster lecture slot): £2,500

Digital and in-country programmes (excluding academic’s taster lecture slot): £2,100

All fees are exclusive of applicable VAT

 

How to apply

To reserve a slot, please complete the booking form in the attached document and return it to the address below. Applications will be accepted on a first-come first-served basis.

Youngah Kim (Education Services Manager) British Council in Korea

Youngah.kim@britishcouncil.org

 

Attachment
Engineering Technology Automotive Mission to South Korea 201819.pdf