Agent Management

Policy

This document is available in Welsh and English

University of Wales Trinity Saint David

Agent Management Framework

Version: June 2024

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1 Context of Policy
1.1 Introduction
This policy outlines the agent management procedure for the University of Wales Trinity
Saint David. It covers both Home and International agents used to recruit to all University
campuses. The University of Wales Trinity Saint David has committed to conduct all agent
related activity in conformity with the best practice in agent management as set out in the
UK Agent Quality Framework. The purpose of the framework is to:
• Empower student choice and enable informed decision making;
• Ensure good agent governance and professionalism;
• Promote ethical agent practices, professional knowledge and competency;
• Increase transparency and accountability.
1.2 Regulations and Responsibilities
It is the responsibility of the University to establish and operate a robust policy for the
management of agent relationships which must be in line with the regulations of the
University, UKVI and other Regulatory Bodies including the UK Agent Quality Framework.
This policy is also sufficiently flexible as to be responsive to any changes to regulations in
future. A full list of all appointed agents will be published on the University website. In
addition, the University will provide a list of all appointed agents to UKVI at regular
intervals.
1.3 UWTSD Expectations
The appointment of agents in various overseas markets, as well as the UK, requires
continuous oversight. Existing and new agents will be informed of the University’s
expectations in light of the UK Agent Quality Framework.
1.4 Record Keeping
Copies of all agent files are kept securely by the University. Relevant paperwork relating
to agent engagement, including email communications, company profiles, registration
documents, accreditation by professional bodies, client references, marketing information,
training records and applications are recorded in a filing system alongside agent
performance reviews. All original agent agreements are retained in the central Corporate
Governance records of the University in accordance with general data retention policies.

2 Approval Process
2.1 Identifying Agents
The University receives enquiries from potential agents regularly. This is usually via email
contact, but may also come from overseas visits, referrals from University colleagues, trusted
contacts from within the HE sector and also cold calling by the agents themselves.
Approaches are forwarded to an appropriate University Officer responsible for the relevant
campus/country/region; the University Officer is assigned by the Provost (IICL). Where the
initial enquiry is felt to be of merit, an Agent Identification Report (Appendix A) (if applicable)
will be completed by the University Officer in relation to three considerations:
(1) Market alignment
This will be informed by the University’s own recruitment strategy, which will be market
specific involving localised marketing and recruitment strategies. The University Officer
needs to consider the strategy for the market and decide if the agent is well placed to
assist.

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(2) Agent alignment
The identification and subsequent appointment of agents by market will be in accordance
with the University’s strategy for that market.
(3) Market Objectives
The strategy will vary according to the market in question. Some markets will be price
sensitive, subject specific, rankings focused, and location focused amongst other criteria
e.g. availability of Government initiatives/scholarships. In certain markets, the University
will be seeking collaborative opportunities too and this will inform agent suitability and
consideration.
The University Officer must identify the appropriate level of engagement for each agent as
this will determine due-diligence documents (Appendix C). The Agent Identification Report
(if applicable) and University Officer recommendation will then be considered by the
Provost (IICL) to decide whether to proceed to the next stage. This may also involve
consultation with other appropriate senior managers in reaching a decision.
2.2 Appointing Agents
(1) Complete Application
If the Agent Identification Report (if applicable) is approved for further consideration, the
agent will then be asked to complete the Agent Application Form (Appendix B) as fully as
possible in English and return it to the International Office or Home Recruitment Unit
respectively.
(2) Due Diligence
In addition to the information provided in the Agent Application Form (Appendix B) due
diligence will be undertaken by a University Officer with reference to the Agent Due
Diligence Guidelines (Appendix C).
(3) The Agent Application Form and Due Diligence documents will then be considered
by the Provost (IICL) who may consult with other appropriate senior managers.
(4) Service Provision
If the agent is approved, the roles and responsibilities of the agent will be outlined before
terms are discussed and finalised. The role and responsibilities of the agent need to be
considered and carefully laid out. For example, territories for student recruitment,
campuses and courses open for student recruitment. These are some of the factors which
must be decided upon within the service provision.
(5) Agreement terms
Agent agreements are normally issued with standard terms and conditions. However, if
appropriate, negotiation of specific Agreement Terms with prospective agents may be
undertaken by the relevant University Officer and, where appropriate, senior managers.
(6) Key Performance Indicators (KPIs)
All new and renewed agent contracts will have KPIs contained within them which will be
monitored on an ongoing basis and which will form a key part in the regular performance
review process.
(7) Agent Agreements
Once due diligence has been completed and the terms have been agreed, a draft agent
agreement is drawn up and forwarded for review to the Provost (IICL). Once signed off by
the Provost (IICL), the agreement will be forwarded to the Vice Chancellor to sign the
agreement on behalf of the University.
Appendix E – New Agent Agreement International

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Appendix F – New Agent Agreement Home
Two copies of the agent agreement are issued to the agent along with the Agent Guidelines
and Working Practices Home or International (Appendix D 1 or D2) and a UWTSD Supplier
Finance form. The agent will then sign and return the agent agreement and UWTSD
Supplier Finance form to the University who will file a copy, send the original to the
Corporate Governance department and notify the finance department to set up an account
along with notifying the International Office or Home Recruitment Unit. All new agents will
be added to the list of approved, active agents held by the University and published on the
University website. The list of active agents along with an electronic copy of the agent
agreement is kept on the departmental S-Drive.
(8) Training Pack
At this point the University will send the agent the Agent Guidelines and Working Practices
Home or International (Appendix D1 or D2) and relevant marketing materials along with
the Agent Training Manual (Home or International).
2.3 Rejecting Agents
Should an agent application be rejected by the University, the Agent will be informed by
email of the decision by the Executive Head of Agent Partnerships, Recruitment and
Admissions and the application will be held in an Agent ‘reject file’ for future reference.

3 On-going Agent Management

3.1 Agent Induction and Training
Agents will receive induction and training from University staff at the point of receipt of the
fully signed agent agreement. Induction and training must take place before the agent
submits any applications. Training will take place at regular intervals and can be delivered
face to face or via appropriate online platforms such as MS Teams. Agents will be issued
with an Agent Training Manual (Home or International) and an Agent Induction and
Training Record. Details of training provided will be collated by the relevant University staff
member and placed in the agent’s file. For newly established agents, sufficient training and
close management should be provided in the early stages of operation.
3.2 On-going training
Each visit to the agent’s area/country of operation should where possible entail a visit to
their offices where training of student counsellors and other student facing staff will occur.
Many agents experience high levels of staff turnover and it is, therefore, important that
new and existing staff receive regular training from the relevant University Officer. Such
training will include changes to University courses, introductions to new programmes,
changes in branding guidelines, university requirements, marketing initiatives relevant to
their market and changes to UK regulations affecting prospective students. All agents
should be made aware of their responsibilities.
3.3 Communication strategies
University Officers are required to keep regular contact with agents, and conduct and write
reviews re all agents either in person or remotely. Copies of these reports will be recorded
and retained in the agent files.
3.4 Financial Matters
The precise nature of remuneration for agents may vary from case to case. The precise
level of commission will be negotiated at the point of agreement (schedule 1), but other
costs may arise such as in relation to in-country marketing events, advertising, travel costs
or inward visits to the University. The method of remuneration will be outlined in each agent
agreement. If Agents incur expenditure outside of these agreed costs and without prior
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approval, no reimbursement by the University will be provided.
3.5 Marketing and promotions
The University will provide approved international agents with marketing and promotional
materials they may require in order to best represent the University in their markets. Any
proposed use of this material must first be approved by a University officer. All advertising
or other promotional material published by the agent in relation to the University or any of
its programmes must have prior, written, approval by the University. Monitoring the use of
this material and any other published information by the agent, including the use of social
media, will normally be undertaken by an assigned University Officer.
3.6 Managing Issues
The overall management of the agent relationship is the responsibility of the appointed
University Officer. Any issues of concern raised by the agent or the University will normally be
discussed with the Provost (IICL).
Sub-Agents
All agents are required to provide the University with a list of all sub-contracted agents
used for student recruitment to the University. Agents are responsible for managing all
sub-contracting agents and ensuring they comply with the University’s Agent Guidelines
and Working Practices Home or International (Appendix D1 or D2). All sub-agents are
required to declare their agency name in the “Sub-Agent” field on the online application
form.
For UK agents, they are required to ensure all sub-agents have been approved by UWTSD
and have attended the relevant compulsory training events as organised by the University
before they are permitted to recruit for UWTSD.

4 Agent Performance Appraisal

4.1 Performance Criteria
Key Performance Indicators (KPI’s) will be communicated to all agents at the point the
initial contract is agreed. These will be monitored monthly, reviewed annually and form the
basis for any decision to renew an agreement ahead of expiry.
4.2 Quantitative data
Quantitative data will be analysed at regular intervals against KPIs and other targets
outlined in the agent agreement. Analysis may occur daily during peak times in the
recruitment cycle.
4.3 Qualitative data
Qualitative analysis will be undertaken throughout year. The University may also request
that new students recruited via agents complete a questionnaire giving feedback on the
service provided by their chosen agent and their experience of the application process.
This data will be retained by the University and a summary reported to the Executive Head
of Agent Partnerships, Recruitment and Admissions as part of each Agent’s review.
4.4 Data analysis
Analysis of the number of student applications set against the agreed targets/KPIs and the
quality of the applications received will be undertaken regularly by the Executive Head of
Agent Partnerships, Recruitment and Admissions or in the case of international agents by
the Head of International Business Development and reported to the Provost (IICL) and
this will inform performance reviews.

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5 Agreement Renewal
5.1 Application for renewal of agreement
All new and existing agent agreements will be considered for renewal by the Provost (IICL).
If the Provost (IICL) is satisfied with the agent’s performance, the agent will be invited to
apply for a renewal of the agreement by completing the Agent Renewal Form (Appendix
H).
5.2 Re-negotiation
If circumstances justify a change in the terms of an agent’s agreement, then a re-negotiation
of terms may take place. The Provost (IICL) will decide whether the agent’s performance
merits a change in levels in the due-diligence tables (Appendix C).
5.3 Due Diligence
During the renewal process the University Officer will analyse the agent’s activity over the
course of their initial agreement period. In-country events, both online and offline are to be
monitored to ensure the University is being represented correctly in line with its brand
guidelines and legal requirements with particular emphasis on the most recent Consumer
Rights Act 2015. All due diligence records are kept in the agent’s file and are available for
review.
5.4 Agreement
Upon receipt of a completed Agent Renewal Form (Appendix H), the Provost (IICL) may
recommend that a new agent agreement may be drawn up and signed by the Agent and the
Vice-Chancellor on behalf of the University. The duration of each renewal Agent agreement
will be at the discretion of the Provost (IICL).

6 Termination/Non-renewal of agent agreements

If the University decides to no longer work with an agent (e.g. for a serious breach of the
agent agreement, non-productive recruitment, refusal to sign a new agent agreement, visa
refusals), the Provost (IICL), together with the relevant University Officer, will terminate/not
renew the agent contract on behalf of the University. Such a decision will be made in
accordance with the relevant termination clauses of the Agent contract (if appropriate).

APPENDICES

The UK Agent Quality Framework, including:

• The National Code of Ethical Practice for Education Agents

• UK Agent and Counsellor Training
• The Good Practice Guide for Providers Using Education Agents
• The Good Practice Guide for UK Education Agents: Partnering for Quality
• A Student Guide to Choosing an Education Agent

APPENDIX A – Agent Identification Form

APPENDIX B – Agent Application Form
APPENDIX C – Agent Due Diligence Guidelines
APPENDIX D1 – Agent Guidelines and Working Practices Home
APPENDIX D2 - Agent Guidelines and Working Practices International
APPENDIX E - New Agent Agreement International
APPENDIX F - New Agent Agreement Home
APPENDIX G - Reference Request Form
APPENDIX H - Agent Renewal Form

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Location of document: https://uowtsd.sharepoint.com/international-matters/Pages/agents.aspx
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