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Arts & Humanities
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Business & Economics
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Education and Pedagogy
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Social Sciences

Strategic Digital Marketing for International Student Recruitment: A Bottom-Up Approach

Authors

By 
Ben Waxman
Ben Waxman, International Education Advantage (Intead)

Ben Waxman is CEO of Intead LLC, a marketing consultancy for higher education. In the academic market, Ben manages strategic evaluations of recruiting initiatives by conducting market and competitive analyses. Ben has traveled extensively in Europe and the Middle East and taken business trips to Canada, Mexico, Russia, Hong Kong, and China. Ben regularly participates and presents at international education industry conferences including AIEA, EAIE, AIRC, NAFSA, NACAC, ICEF, the Enrollment Management Association, and The Forum on International Education. Ben earned his Bachelor of Arts degree from Wesleyan University and MBA from Northeastern University. He studied Middle Eastern Politics at Hebrew University in Jerusalem during his undergraduate years and has continued his learning with executive education courses. Email: bwaxman@intead.com

, 
Tianyu Shen
Tianyu Shen, International Education Advantage (Intead)

Tianyu Shen is a data analyst focused on providing the Intead team and clients with top-notch data insights to optimize business processes and marketing initiatives. Tianyu is skilled in developing distinct and powerful approaches to solving business challenges. Building relationships with clients is one of his strongest attributes, acting as a trusted advisor offering solutions to obstacles using data analytics. He holds a Bachelor of Science in Mathematics and Statistics degree from the University of Nebraska-Lincoln and earned his Master of Science degree in Business Analytics from Northeastern University.

STAR SCHOLARS PRESS
DOI: https://doi.org/10.32674/pk5fpa48

Published

Publication date : May 20, 2024
Pages : 295-315

Synopsis

Ben Waxman CEO, International Education Advantage (Intead), United States

Tianyu Shen Business Analyst, International Education Advantage (Intead), United States

Abstract

The realm of academic recruitment is undergoing a profound transformation, with admission professionals facing unprecedented challenges as global pressures in different regions influence student and family decisions. This essay advocates for a shift from traditional, top-down enrollment management to a pragmatic, bottom-up approach. It explores the importance of well-conceived planning and audience understanding to produce successful recruitment marketing outcomes, e.g., diverse and engaged enrolled students. From market research and technology utilization to messaging, creativity, improvement, and retention, this chapter delves into each facet of the international student enrollment journey for all studying abroad entry points. It calls upon institutions to embrace a fresh perspective that balances aspirations with realities, ultimately fostering enrollment growth grounded in sound market research, marketing approaches, and enrollment management practices.

Keywords: Digital Marketing, International Student Recruitment, Enrollment Growth, Strategic Planning, Market Research, Student Personas, Audience Understanding, Recruitment Funnel, Messaging, Retention, Academic Marketing, Talent Acquisition, Entry Points.

How to cite this chapter: Waxman, B., & Shen, T. (2024). Strategic digital marketing for international student recruitment: A bottom-up approach. In J. Luan, L. Habte, D. L. Di Maria, & K. Bista (Eds.), Entry points to US education: Accessing the next wave of growth (pp. 295-315). Star Scholars Press. DOI: https://doi.org/10.32674/4r0sfm57

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