Methods of attracting international students

1. Bringing the World to
Your University
Methods for Attracting
International Students
Constance DeVereaux, PhD  University of Connecticut
Prepared for American Council on Education

2. What we’ll talk about
• Internationalizing your
university;
• Attracting international
students;
• Template for an international
student handbook;
• Sending students to a US
university. *

3. Internationalizing Your University
Student and faculty mobility has become increasingly desirable as part of internationalization
efforts in higher education.
Cost is a significant barrier for the majority of students and faculty in universities in Kazakhstan.
Traditional mobility (study abroad) is the “gold standard” but there are many ways to provide an
international experience to all students.
One such strategy is at-home internationalization (Knight 2004; Soria & Troisi 2013; Beelen & Jones
2015).
At-home internationalization also serves to attract more international students.

4. Some solutions
• Increased instruction in English
• Prep courses in cultural and intercultural
competency
• Assist individual faculty members in
developing an international profile (social
media).
• Seek alternatives to dual degree programs
(example: short term study, online study,
funds development for international study).
• Attract more international students.

5. Development of At-Home Strategy:
Components
Academic curriculum is
internationally
focused.
Standards for faculty
and student
achievement are
aligned with
international norms.
Strong focus on
interactions between
local students and
international students
and faculty.
Internationally focused
research agenda (with
incentives).
Innovative uses of
digital technology (real-
time interaction with
students and faculty in
other countries)
Focus is on ALL
students, not only
those who can afford
the time and money to
travel

6. International students as
consumers/investors
• Branding is a key strategy (Berry, 2000).
• Higher education is a professional service characterized by
a high level of experience qualities which make the
purchase risky (Mourad et al 2010).
• International students consider their university choice an
investment. They want to know what the pay-off will be for
the choice they make.

7. Attracting International Students
In developing a strategy, think like
an international student.

8. Some simple research
• Organize a group of your existing international
students. Ask them to tell you why they selected
your university.
• Talk to your international faculty and ask them for
their advice for attracting international students.
• Answer the question: why will an international
student choose YOUR university instead of one of
the many other excellent universities in the world?
• You should be able to answer this question in a way
that is relevant and meaningful to prospective
international students.

9. Your
findings
Rather than what you want to
tell them, think about what
they will want to know about
your university.
Once again, why will they
choose you instead of
another university?

10. Guidelines for
the handbook
• Created from the point of
view of international
students who will apply
(what will they want to see
and read about?).
• Written in excellent English.
Proof read to remove ALL
errors. The English text must
be VERY HIGH QUALITY.

11. An example
An important task of the education system in
Kazakhstan, according to the State Program for
the Development of Education and Science, is
to activate the processes of self-organization
and self-regulation of young people in various
spheres of society.
An important aim of the education system in
Kazakhstan, according to the State Program for
the Development of Education and Science, is
to promote self-reliance and self-direction
among young people, in all their interactions,
for development of their lives and careers.

12. Guidelines,
continued
Focus on the student experience
both academically and socially.
Focus
Figure out what is unique about
your university and make sure to
state it prominently in the
handbook.
Unique
Be truthful about what you
present. Do not include
over-stated claims.
Claims

13. Guidelines, continued
• The handbook is NOT about the
upper leadership of your university.
They are not the reason an
international student chooses you.
• The handbook SHOULD promote
faculty accomplishments.
• The handbook SHOULD promote
student accomplishments.

14. And finally…
• Give the prospective student a
very comprehensive view of what
his/her life will be like at your
university.
• Include lots of helpful guidelines
and instructions – they convey the
sense that the prospective
student will be well taken care of.
• Address potential fears and
concerns (safety, discrimination,
finances).

15. Sending students to the U.S.
• Competition – students from all over the world apply to US universities and pay
full or near full cost. Students who receive funding have exemplary qualifications
– usually in STEM, but also in the arts.
• Admissions requirements – students MUST meet all the requirements. An
important requirement is passing marks for English-language exam.
• Cost – universities in the US are typically not willing to offer guaranteed
admission to students from another country. U.S. tuition, on average, is much
more expensive than KZ universities.
• Universities are not federally-controlled. Universities must follow federal and
state laws but are generally not obligated to admit foreign national students.

16. Thank you
Your questions are welcomed!

17. References
• Berry, L. 2000. Cultivating Service Brand Equity. Journal of the
Academy of Marketing Science. 28:1. 128–137.
• Knight, J. 2004. Internationalization remodeled: Definition,
approaches, and rationales. Journal of Studies in International
Education 8:1. 5–31.
• Soria, K.M. & Troisi, J. 2013. Internationalization at Home Alternatives
to Study Abroad: Implications for Students’ Development of Global,
International, and Intercultural Competencies. Journal of Studies in
International Education. 261-280.