A Strategic Model to Promote University of Choice Decisions Among the International Students

Abstract

The internationalisation of higher education has become increasingly important for many higher education institutions (HEIs) globally. To recruit national and international students, HEIs must invest in effective digital marketing and recruitment strategies. This study investigated the development of a strategic university of choice model that can assist universities in the recruitment of international students. A survey was completed by 306 international students studying at a South African university. The factors identified in this study included academic programme and quality, visa requirements, country/city attractiveness, lectures in English, costs, student life, safety and security, university location, university reputation, and assistance from the international office. The strategic university of choice model could assist university marketing personnel to develop a focused, targeted, and cost-effective digital marketing and recruitment strategy to recruit international students.