Marketing and Recruitment for Admissions Offices and Intensive English Programs

Audience: Administrators responsible for marketing and recruiting international students

This workshop provides advanced training for individuals involved in international marketing for universities, colleges, and intensive English programs (IEPs). Part one covers strategic decision making and planning in marketing and recruitment plans. Part two analyzes the new challenges in the post 9/11 context, provides market intelligence on enrollment trends and international competition, and invites thinking on the future of marketing and recruiting in our field. Part three focuses on selecting and evaluating appropriate means to promote a program. Participants will draft their own strategic marketing plans.

Workshop Objectives

• Understand the importance of marketing planning in the recruitment of international students
• Understand the elements of marketing and enrollment management
• Describe the processes for identifying markets and their potential
• Understand cost analysis in the development of marketing plans
• Understand the importance of data collection and analysis in the marketing of international students
• Understand the use of web as a marketing tool
• Understand the importance and purpose of advertising and related materials
• Understand the importance and purpose of recruitment fairs and tours
• Understand the importance of working with government agencies and study abroad centers