Innovative marketing strategies for international student recruitment at UK Pathway Providers : a five-year strategy plan for student recruitment
Yordanov, Vladimir (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060521163
https://urn.fi/URN:NBN:fi:amk-2024060521163
Tiivistelmä
The objective of this paper is to describe the successful model of pathway providers in the UK and how they recruit international students for their university partners. The goal of this thesis was to develop a five-year strategic plan for the successful student recruitment of international students. For this purpose, I will use a holistic design, in which many aspects of the literature review and practical techniques will be covered and analysed. The research conducted for this dissertation was applied in its nature, although not original. Data was collected and analysed in both qualitative and quantitative forms from personal experience and data, collected through my work at the University, as well as from attending different events, related to international student recruitment and organized by the British Council, as well as other HE providers. The literature review answered the research questions of this thesis and opened space for the strategic question to lead the research from that point on.
The study aimed to make the strategy plan authentic and unique for many HE organizations in the UK, but not only, as this strategy could be implemented within many forward-thinking, HE institutions in Europe and North America. The strategy plan's structure was presented in the theoretical framework. The framework was authenticated for this particular purpose by combining different strategic models to come together as a strategy plan. The strategy plan integrated the insights from the literature review, theoretical concepts, and research analysis into a different and innovative tool for developing and implementing knowledge for the recruitment of international students.
Based on this approach, an assessment of the current situation and changes in the UK higher education in general and different marketing strategies for the recruitment of international students, answering the following questions:
•What is the current structure of the higher education system in the UK?
•Which are the successfully developed marketing strategies and implemented practices?
•How this strategic marketing plan compares to the current plans used by other HE providers in the UK and what makes it more successful?
The research helped ensure the authenticity of the strategy plan's outcome.
This study utilized existing recruitment strategies, strategic marketing techniques and my professional experience and knowledge to build the five-year strategic action plan for international student recruitment. The operational plans are appropriate for the specified time frame, as markets and the HE industry are constantly changing. Furthermore, to give an actual example of how this plan could be successfully implemented, I will be focusing on one of the newest pathway College, established in the UK, called KUIC and how their model of marketing and recruitment is operating, in partnership with one of the leading research universities in Britain, Keele.
The study aimed to make the strategy plan authentic and unique for many HE organizations in the UK, but not only, as this strategy could be implemented within many forward-thinking, HE institutions in Europe and North America. The strategy plan's structure was presented in the theoretical framework. The framework was authenticated for this particular purpose by combining different strategic models to come together as a strategy plan. The strategy plan integrated the insights from the literature review, theoretical concepts, and research analysis into a different and innovative tool for developing and implementing knowledge for the recruitment of international students.
Based on this approach, an assessment of the current situation and changes in the UK higher education in general and different marketing strategies for the recruitment of international students, answering the following questions:
•What is the current structure of the higher education system in the UK?
•Which are the successfully developed marketing strategies and implemented practices?
•How this strategic marketing plan compares to the current plans used by other HE providers in the UK and what makes it more successful?
The research helped ensure the authenticity of the strategy plan's outcome.
This study utilized existing recruitment strategies, strategic marketing techniques and my professional experience and knowledge to build the five-year strategic action plan for international student recruitment. The operational plans are appropriate for the specified time frame, as markets and the HE industry are constantly changing. Furthermore, to give an actual example of how this plan could be successfully implemented, I will be focusing on one of the newest pathway College, established in the UK, called KUIC and how their model of marketing and recruitment is operating, in partnership with one of the leading research universities in Britain, Keele.