International Student Recruitment Process
Bista, Neerajan (2016)
Lahden ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016112617641
https://urn.fi/URN:NBN:fi:amk-2016112617641
Tiivistelmä
The Internationalization at Home (IaH) program becomes impossible without international students. An effective recruitment process is necessary to enhance the number of international students. Marketing is the best way to reach prospective students. Marketing and recruiting carries two different principles but they work together when potential enrolment is needed. The aim of this thesis is to develop an effective recruitment plan for case company.
Both qualitative and quantitative research methods and approaches as well as inductive and deductive reasoning have been utilised at different stages of study. Data was collected through primary and secondary sources. Primary sources were interviews and surveys and secondary information has been collected from various sources of research articles, books, and reliable internet sources.
In this research, theories are a key source for understanding the marketing process. SOSTAC, MARKETING MIX (4P’S & 4C’S) and development theories from various researchers are key theories to gain the understanding of marketing principles. The main goal is to develop a marketing plan for the case company, therefore, SOSTAC Analysis has strongly supported exploring all the facts.
The key findings from this research indicate that the case company needs to establish an effective marketing plan for maintaining the number of international students. The key challenges for the case company is to maintain the number of international students for internationalization process.
Both qualitative and quantitative research methods and approaches as well as inductive and deductive reasoning have been utilised at different stages of study. Data was collected through primary and secondary sources. Primary sources were interviews and surveys and secondary information has been collected from various sources of research articles, books, and reliable internet sources.
In this research, theories are a key source for understanding the marketing process. SOSTAC, MARKETING MIX (4P’S & 4C’S) and development theories from various researchers are key theories to gain the understanding of marketing principles. The main goal is to develop a marketing plan for the case company, therefore, SOSTAC Analysis has strongly supported exploring all the facts.
The key findings from this research indicate that the case company needs to establish an effective marketing plan for maintaining the number of international students. The key challenges for the case company is to maintain the number of international students for internationalization process.