Understanding the Diverse Needs of International Students

Recruiters tend to use the same techniques to recruit all international students and by doing so, they fail to recognize that different students segments seek different information. International students choose universities depending on academic preparedness and financial resources, according to a study published by World Education Services. These students can be divided into four primary segments:

1) Strivers - They make up for about 30% of the students and are the largest segment of the international students arriving in the USA. These individuals most likely have full-time or part time jobs because they need to support themselves, therefore are likely to select information based on financial aid. The lack of financial support does not discourage them from pursuing education in top-tier schools.

2) Strugglers - These students make up about one-fifth of the international students arriving in the USA. They have limited access to financial resources and will most likely take ESL courses to succeed in foreign schools. The students are also not really concerned about school’s reputation or rankings.

3) Explorers - These students want more from the international experience then just the academics. Due to their interest in personal and experiential aspects of studying in a foreign country, they will most likely attend second tier schools.

4) Highfliers -These students are well prepared academically and can afford to attend expensive programs in top-tier universities. They choose their school based on reputation, rankings and prestige.

Institutions must do realistic evaluations of their ability to meet the needs of different segments if international students. A mismatch can demoralize students and harm the reputation of the school.

What types of students are attracted to your institution? Tweet us your answer @LearnHubMKTG.

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This entry was posted on Monday, September 10th, 2012 at 9:55 am and is filed under Recruitment Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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