Marketing Study Abroad Programs: A Student Recruitment Model

The number of American students studying abroad increases every year. That might suggest that recruiting students to participate in such an educational opportunity would present little difficulty. On the contrary, as domestic student participation in such programs has risen, so has the number of com...

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Bibliographic Details
Published in:American journal of business education 2013-09, Vol.6 (5), p.483-494
Main Authors: Lukosius, Vaidas, Festervand, Troy A.
Format: Article
Language:English
Subjects:
Behavioral Objectives
Business education
College Students
Colleges & universities
Costs
Educational Finance
Interactive learning
International business
International education
International Educational Exchange
Language Proficiency
Learning
Marketing
Program Length
Scheduling
Student Participation
Student Recruitment
Students
Study Abroad
Teaching Methods
Thinking Skills
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Summary:The number of American students studying abroad increases every year. That might suggest that recruiting students to participate in such an educational opportunity would present little difficulty. On the contrary, as domestic student participation in such programs has risen, so has the number of competing programs. Thus, the viability of any study abroad program, to a large extent, is a direct result of that program's recruiting effort. The foundation of that recruiting effort should be based upon an understanding of the factors students deem important in the program selection process and an effective promotional effort focused on those issues. These key factors include student segment(s) to be targeted, program cost and source(s) of funding provided, timing and duration of the program.
ISSN:1942-2504
1942-2512
DOI:10.19030/ajbe.v6i5.8038