I am working on a strategic project where I am going to design strategies to attract international students for a new program that we recently started. What are the marketing strategies European universities experimenting with in order to attract more international students?
Please exclude Online Marketing & Social media from the discussion below.
I suggest that you read the following paper. It would help you out.
International marketing of British education: research on the students' perception and the UK market penetration
A Binsardi, F Ekwulugo - Marketing Intelligence & Planning, 2003 - emeraldinsight.com
There are many marketing strategies for attracting international students. I would like to recommend reading the following article:
-Russell, M. (2005), "Marketing education: A review of service quality perceptions among international students", International Journal of Contemporary Hospitality Management, Vol. 17 No. 1, pp. 65-77. https://doi.org/10.1108/09596110510577680
a) Centralise strategy and reporting procedure
A common challenge when working in higher education marketing is budgets are spread between departments and decentralised. Without centralised reporting, it’s easy for different departments to fall into a pattern of using the same strategies year after year just because that's what they did the year before.
b) Develop a digital-friendly brand
Many colleges and universities are now finding they need to update their branding to work on digital devices. Finally, remember that to stand up over time, a higher education brand has to be associated with consistent quality education and alumni success. Showcase the quality of your university using statements backed with data and facts.
c) Personalise communication
People seek higher education for different reasons. Some are coming straight from high school while others are changing careers. So PC is can possibly an important tactics regarding this aspect.
Article Student Target Marketing Strategies for Universities
http://cejsh.icm.edu.pl/cejsh/element/bwmeta1.element.desklight-8291bf5e-f991-4221-835a-1347a9b28245/c/Bialon-Lidia_Creating-marketing-strategies-for-higher-education-institutions.pdf
https://www.nepjol.info/index.php/jbssr/article/view/20947/17190
I think the Foreign Universities are doing a great job of marketing in India, including engaging local agents, having roadshows in India, offering fellowships and other incentives.
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