International Student Information Seeking Journey – Overview

How do international students’ information seeking behaviour relate to marketing and communications strategy in international education?

 

Background and Overview

 

‘We have all these enrolled international students on campus showing success in our marketing, communications and financial ROI, yet we don’t know how they got here and what they think of their study experience?’ (Paraphrasing an anonymous university Marketing Manager, 2008).

Significant research has been conducted regarding international student marketing and recruitment identifying ‘why’ students make study purchase decisions, and return on investment (ROI) but not ‘how’ they reached their decision, or what was their information seeking behaviour?  Knowing and understanding this behavioural dimension can inform and improve marketing and communication strategies in the digital era.

 

Research Proposition:

How do international students’ information seeking behaviour relate to marketing and communications strategy in international education?

The international education and related service industries, generally know and understand the factors of ‘what’ and ‘why’ behind purchase decisions, but not the actual information seeking behaviour in a now digital environment.

 

However, by learning and knowing ‘how’ on consumer or student behaviour, a model or a template can be developed for marketing and communications strategy, and skills required to access prospective students in a digital age.  This can lead to more informed and effective marketing practices, strategies, and evaluation of ROI based upon deeper understanding of the information seeking phase and value of related channels or media.

 

International Students and Customers – Important Marketing Resources

All students and stakeholders have much market intelligence and expertise through their experience with education, accordingly they are an active, informed and valid source for research and feedback on the sector, to offer insight into not just what latent factors help students make decisions, but how, in a dynamic environment.

Further, a previous research study led to a cyclical marketing paradigm representing the process for students and stakeholders, from information gathering through the education experience.  Then students and alumni becoming ‘influencers’ as peers to attract new students at start of the cycle again, through both ‘word of mouth’ WOM and online.

This cyclical construct also resonates with the research literature in marketing, consumer behaviour and information seeking, represented by a process or time line of interaction and communication.

 

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2 thoughts on “International Student Information Seeking Journey – Overview

  1. Pingback: Developing Digital e-Marketing Communication Strategy in International Education | Education Training Society

  2. Pingback: Importance of International Student Satisfaction in Marketing Communications | Education Training Society

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