Show, Not Tell, in Marketing to International Students

Source: Inside Higher Ed via Academica

“Lofty (yet unsubstantiated) claims of ‘high-quality teaching’ or graduates who ‘go on to start amazing careers in a variety of well-known companies’ don’t cut it for international prospects,” writes Megan Brenn-White for Inside Higher Ed. To this end, the author suggests that institutions with positive international rankings should focus on promoting awareness of their rankings or awards. For those with a less compelling ranking or awards record, the emphasis should be on testimonials from students and alumni. Finally, the author argues that institutions can be more concrete about their commitment to quality by promoting awareness of initiatives they are undertaking to enhance specific aspects of their institution.