Strategy

The enrolment funnel: Better results start with the prospects you already have

The pool of prospective students is getting larger all the time for many schools and institutions. The Internet appears to be a big factor in...

alternative credentialsThe growing importance of alternative credentials

The emergence of non-traditional qualifications – also know as alternative credentials – has changed the higher education landscape in recent years, impacting curriculum delivery and...

content-marketing-strategyStart with great content: Building trust and engagement through content marketing

The best content marketing constitutes a wonderful way of reaching and building relationships among consumers. But there is the potential of misusing it by breaking...

Leading with the destination: A case study in location-based marketing

Spain’s Mediterranean city of Málaga has emerged as an important destination for international students in the country. In fact, some of its educational institutions have...

FAM tours take agent-educator relationships to the next level

More and more, international educators realise that FAM (familiarisation) tours are one of the most effective ways for education providers to strengthen their working relationships...

Malaysia releases landmark education blueprint

Malaysia’s commitment to being a world-class knowledge economy – and a regional education hub – received a boost this month with the launch of a...

The promise and challenge of technology in language learning

Many language schools are thinking about innovation these days. Innovation – in terms of programmes, student services, or any other aspect of the student experience...

Strategies for a challenging year in Russia

Russia has been an important growth market for outbound in recent years, both for travel generally and for student travel in particular. The ITB World...

Strategic risk management in international student recruitment

“It’s really all about trying to understand the ‘what if’ scenarios,” says Pamela Barrett. “Any organisation that is operating internationally will operate in a field...

Australia releases draft strategy for international education

The Australian government has just released its much-anticipated Draft National Strategy for International Education. It celebrates Australia’s recent resurgence as a leading destination country, identifies...

Getting started on Snapchat, one of the world’s fastest-growing social media apps

For marketers in the education sector, there is obviously one age range in particular around which promotional and branding strategies must hinge: that of students....

African summit calls for major expansion of higher education

The African Higher Education Summit concluded last week with an action plan to dramatically increase higher education participation across the continent over the next 50...

An acquisition story: New capital fuels ESL school expansion

Canada is one of the world’s top destinations for English-language study and home to an estimated 750 ESL schools, many of which are privately held,...

New report argues that international students in France should pay full fees

Foreign students enrolled with French higher education institutions currently receive a significant tuition subsidy from the French government. In fact, a recent economic impact study...

The China challenge: Diversification and managing risk in international education

It might be the biggest “What if?” in international education. What if Chinese demand for study abroad changes? Or, more drastically still, what if something...

Growing questions about the business model for higher education in the US

For several years, higher education institutions in the US, and to some extent those in other major destination markets, have faced financial pressures that are,...

Virtual tours growing in popularity

Why do international students choose a certain university or school? Major factors are word-of-mouth and an institution’s prestige – influential especially for the many students...

Morocco still aiming to boost education quality and access

Last fall, we reported on planned education reforms for the Kingdom of Morocco, changes designed to improve quality and access, meet high market demand, and...

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