As the number of international student applications drops across the U.S., graduate programs must develop new ways of engaging admitted international students to encourage them to attend their programs. This presentation explores areas outside of traditional marketing and recruitment by discussing how to see the process from the international student’s point of view and how to metaphorically speak their language in our communications with them. Taking an anthropological approach, this presentation explores ways graduate program coordinators can learn to understand what international students are looking for in a graduate program and develop ways to show international students how our programs meet those needs. Presenter: Dr. Brandie Yale

1. Speaking Their Language: Engaging International
Applicants to Increase Yield
Brandie Yale, PhD
Director of Graduate Admissions
Cullen College of Engineering
University of Houston

2. Cullen College of Engineering
• Over 1200 graduate
students
• Over 950 international
students
• 2nd
most diverse
university in US
• Located in large city
with a lot of
engineering jobs

3. International Applications Decline
Okahana, H., and Zhou, E. (2018). International graduate applications and enrollment: Fall 2017.
Washington, DC: Council of Graduate Schools.

4. International Applications Decline
• Election of Donald Trump
– Perceived effect of policies related to immigration
and the travel ban
– Perceived attitude toward foreigners in the US
• Increased Competition
• Safety Concerns
• Financial Concerns
(Fischer 2018)

5. Anthropological Background
• Understanding behavior
in cultural context
• Speaking their language
—understand their
point of view
• Cultural factors
affecting student choice

6. Marketing to Intl Students
• Traditional Marketing
– Web Ads
– Posters, flyers, magazines
– Recruitment fairs
• Relational Marketing
– Focus on what they
want/need to know
– Develop relationships
– How do we do this with
international students?

7. Culture Influences Student Choice
Country/Region Highest Ranked Variable Source
Korea University ranking Kim 2011
Hungary; Afro-Caribbean Career Prospects/Income Girasek et al. 2011; Ivy 2007
Malaysia; South Africa Quality of Education/Teaching Baharun et al. 2011
Slovakia; India; Asia Extracurricular, Social Networking Cheben and Cheben 2002; Ivy 2007
Portugal Distance from home Simoes and Soares 2010
China; Pakistan Opinion of family Sojkin et al. 2012; Ivy 2007
Angulo-Ruiz, F., Pergelova, A., and Cheben, J. (2018). The Relevance of Marketing Activities for Higher
Education Institutions. In (Wu, T., and Naidoo, V., eds.) International Marketing of Higher Education (Pp. 13-
45). New York: Palgrave Macmillan.

8. Culture Influences Student Choice
• Determine who your top 3 groups are
– India
– China
– Iran
• Research student choice for these groups
• Individualize marketing strategies for each
group

9. Examples from UH Engineering
• Relational Marketing:
– Faculty: contacts, visits, conferences
– Staff: webinars, targeted website design
– Students: ambassadors, Facebook
• Student choice factors:
– Financial Aid
– Job Opportunities
– Social Networking

10. Relational Marketing: Webinars
– Monthly, live, online presentations about UH and
the engineering college
– Extensive Q&A session
– Engage students, create relationships
– Continue on-going dialogue with students

11. Relational Marketing: Webinars

12. Targeted Website Design
• “Targeted messages to targeted markets”
(Mogaji 2016)
• Choose top 3 groups and individualize
marketing
• Provide information and resources specific to
each group

13. Targeted Website Design

14. Targeted Website Design

15. Targeted Website Design
• Information: student & alumni testimonials,
sports & social activities, cultural
organizations
• Images: pictures of the campus & city,
students and student activities, staff and
faculty
• Integration: social media, videos, online chat
option

16. Marketing Job Opportunities
• Houston is one of the
largest job markets for
engineers.
• Internship programs
– Proactive assistance with
finding jobs
– Record of past successes

17. Marketing Job Opportunities
• New workshops
focused on
international students
– Legal issues with finding
work in the US
– How to advocate for
yourself in interviews

18. Marketing Financial Aid
• Make funding opportunities easy to find and
understand
• Decision Letter description
– Be open and transparent
– Make the offer seem as good as possible

19. Marketing Financial Aid
Old Offer Letter
Congratulations! You have
been selected to receive a
$1000 scholarship. This
scholarship also makes you
eligible for in-state tuition
rates.
New Offer Letter
Congratulations! You have
been selected to receive our
highest funding offer for
Master’s students. The Award
covers approximately one half
of your tuition costs.

20. Marketing Financial Aid

21. Social Networking
• Student Organizations
• Intramural Sports,
Outdoor Adventures

22. Social Networking
• International Friendship
Program
• Houston Culture

23. Discussion
• How do you currently use relational marketing
to target international students?
• How can you individualize your marketing?
• What aspects of your university or city can
you market toward each group?

24. Contact Information
Brandie Yale, PhD
Yale.Brandie@gmail.com