Jacqueline Kassteen, Owner & Managing Director, Transformative Marketing Solutions

Jacqueline Kassteen, Owner & Managing Director, Transformative Marketing Solutions

The Big Debate: Standardising study travel – who are the winners?

Jacqueline Kassteen, Owner and Managing Director of Transformative Marketing Solutions, gives us a preview of what to expect at the IALC Workshop’s Big Panel Debate.

On 7 April, IALC attendees will convene at the Leeds Marriott Hotel for this year’s dynamic Workshop Seminar Programme. Kicking off at 15:15 is our panel on standardising the components of language study abroad.

I’ll be moderating the discussion and joining me on stage are:

This year’s conference theme is centralised on the Agent/School partnership and facilitating more cooperation between colleagues. So along those lines, we’ll discuss how we can improve the way we work together through industry standardisation, digital marketing and integrated software.

Background on ALTO’s 12 Guidelines

For over a year now, ALTO has been working on a “common language and a standard way of presenting prices,” and they believe that standardising some of the basic concepts in language travel will be beneficial for both schools and agents.

On behalf of ALTO, Thiago will explain the rationale behind their proposed 12 guidelines and the panel will debate the need and means for standardisation as well as its potential impact on the study abroad market.

ALTO’s 12 guidelines are as follows:


Source: ALTO

For additional background on ALTO’s proposal, please see their presentation slides from last year’s ALTO Conference in New York City and industry press coverage in ICEF MonitorThe PIE News, and Study Travel.

In addition to ALTO’s guidelines, the panel will discuss the bigger picture – the meaning behind the whole debate on standardisation – and we’ll look at the role that technology and marketing play in our industry’s increasingly competitive environment.

This year, attendees will also be able to use interactive voting tools during the debate, so you can weigh in on what’s being discussed on stage. We’re looking forward to a lively session, so be sure to mark your calendars.

See you soon in Leeds!

Jacqueline Kassteen:
Jacqueline has over 15 years’ marketing experience in international education, student travel, publishing, lead generation, retail, and financial services. She’s lived in eight countries and is based in London. After 4+ years of building ICEF Monitor to an audience of 40,000 global subscribers, Jacqueline is now the Owner and Managing Director of Transformative Marketing Solutions. She works with clients as a consultant and project manager, offering marketing expertise in the international education industry. She specialises in recruitment and retention strategies through the use of online and offline marketing techniques, agencies, social media, alumni, product and partnership development, and research. She runs training sessions and masterclasses, and is also a regular presenter, plenary speaker, and panelist at various global events held throughout the year.

About this blog

Members of IALC share their insights on the language travel industry. Contributors are owners, directors, managers, teachers or administrative staff of IALC-accredited language schools worldwide.

IALC Workshop

IALC 2017 Workshop in Boston Massachusetts, USA - 23-26 March 2017

IALC 2017 Boston
Dates: 23-26 March 2017
Location: Boston, USA
Educators: IALC-accredited language schools worldwide
Hosted by: ELC Boston

ELC Boston hosts the IALC 2017 workshop

IALC Study Travel Research Report 2016

Trends in the demand for foreign languages
Download the IALC Study Travel Research Report 2016

IALC Study Travel Research Report 2015

Perceptions of independent and boutique chain schools in language travel
Download the IALC Study Travel Research Report 2015