The provision of exclusive in-market representation for the University of Limerick in China. In-market representation includes but is not limited to the provision of assistance with Partnerships and Joint Programme development, developing and managing itineraries for visiting UL academics and staff, organising, and attending school and university visits. It also includes identification, provision of training and working closely with International Student Recruitment agents in the region. Included is the provision of Market Intelligence and assistance with Promotional Campaigns to increase UL's brand awareness in the region. Responsibility for the overall management of student recruitment and Transnational Education operations in Southeast Asia with a view to increasing student enrolments from the region.